This website defines 24 key terms and provides a variety of articles (with application-oriented examples) on the topic of database marketing. The site has been created by an author who has both academic and professional perspectives on the subject. This site may be used to complement course material. Due to the nature of the site, it would be difficult for students to use the material at this site without instructor direction.
The goal of this site is to provide users with education and research in the field of database marketing, with a specific focus on relationship marketing. Users have the opportunity to learn about database marketing through a variety of real-world database marketing cases.
Target Student Population:
This material would be appropriate for undergraduate and/or graduate courses in database marketing, upper-level courses in marketing strategy, or special topics courses. Additionally, this site may also prove useful to those teaching courses in e-commerce and e-marketing.
Prerequisite Knowledge or Skills:
Students should have completed an introductory course in marketing or database development.
Type of Material:
This module is a collection of articles and speeches on a variety of topics related to database marketing.
This site should be used to complement and enhance course material about database marketing. The material can be used both in and out of the classroom to facilitate either individual or group work. The topics could be used for in-class lecture, class discussion and presentation, and/or team case analyses.
Evaluation and Observation
The articles provided at this website are versatile, represent real-world applications, and can be used in a variety of courses (e.g., database marketing, principles of marketing, marketing research, marketing strategy, internet marketing etc). One of the greatest advantages of this website is the fact that the articles are real-world case studies of applications of database marketing. Thus, this site would also be an excellent resource for project work in a course or seminar that included a client project.
This site could be used as a supplemental course tool, however, users would need to be provided with comprehensive theoretical material regarding database and relationship marketing. The articles are relatively current, however, some of the case examples are quite dated. In this field, currency is of utmost importance as the technology and its capabilities change so quickly.
Another concern would be the fact that many of these articles are based solely on the author?s consulting experiences. There is no referenced material included in the articles, which may be problematic for users completing research projects/papers.
Potential Effectiveness as a Teaching Tool
This site is best suited for use as a supplemental resource for students in a marketing or database marketing course; it has not been designed as a comprehensive teaching tool. The most beneficial aspect of this material is the fact that it provides real-world case examples, which is much more difficult to find in quantity in textbooks on this topic. For users participating in an online course, this material is readily accessible via the Database Marketing Institute website.
The articles are largely experiential in nature, and users will have a difficult time referencing material in the articles. As the site has not been designed for use as a teaching tool, instructors will be required to review material and determine suitability as well as applicability to particular topics covered in a course. None of the material is available in hard copy (unless the user prints the material directly from the website).
Ease of Use for Both Students and Faculty
The site is organized alphabetically by topic and very easy to use. If students are provided with instructor direction, this may make finding information relatively easy. Students are able to access all material completely online. There are no sophisticated technology requirements to review the material.
This site is an excellent resource for the topic of database marketing, however, the site may not be engaging to students as it is essentially a collection of articles. More importantly, instructors must review all articles listed in order to determine applicability to course material, as the articles are simply listed in alphabetical order. Some of the article titles are not indicative of total article content, which may also prove difficult for instructors. Instructors would have to provide students with direction in terms of article applicability to course material.
Other Issues and Comments:
The information within this module is very well written and informative. It provides good information for professors to enhance their lectures. However, students will probably only use the information if they are conducting a research project about data base marketing. As noted in the review, one of the greatest advantages of this site is the fact that there are a variety of real-world case examples included. Users certainly will benefit from the expertise of Arthur Hughes. Instructors may also want to consult Hughes' other
works on database marketing (listed on his site) to provide theoretical course content.