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Peer Review

Database Marketing Institute



Overall Numeric Rating:

3.75 stars
Content Quality: 4 stars
Effectiveness: 3.5 stars
Ease of Use: 4 stars
Reviewed: May 27, 2009 by Business Editorial Board
Overview: The module links to a site sponsored by the Database Marketing Institute, which provides “education and software for relationship marketing.” The site is comprised of articles, speeches, information on books, free downloadable software, etc. This site is dedicated to direct marketing, teaching direct marketing, and providing resources for professors and practitioners
Type of Material: Collection
Recommended Uses: I recommend this site for in class assignments, homework, individual, team, lecture, on line classes and workshops. Resource material, though online calculation tools could be utilized in a classroom or homework/project setting.
Technical Requirements: none
Identify Major Learning Goals: The module provides seemingly current information and helpful applications in Database Marketing. With a wide variety of focal areas, the site is useful in aiding the basic understanding of and ongoing study of relationship marketing. There are no specific learning goals, other than to provide resources.
Target Student Population: Any college-level student or professional working in marketing or information sciences.
Prerequisite Knowledge or Skills: Basic understanding of or interest in database marketing, customer value and telecommunications

Evaluation and Observation

Content Quality

Rating: 4 stars
Strengths: This site is clear and concise; provides a complete demonstration of the direct marketing;is current and relevant; is self-contained (can be used without requiring an assignment or context; provides accurate information; is flexible (can be used in several situations); includes an adequate amount of material; summarizes the concept well and integrates the concept well. The module has helpful links to a number of seemingly current articles and speeches regarding database marketing, as well as employment opportunities and “what’s new” information. The module also has links to downloadable calculators for lifetime value, permission based email subscriber, etc., and highlights several recent books on customer retention/use of databases.
Concerns: The site houses information mostly written/spoken by Arthur Middleton Hughes. From the online biography, it’s obvious that he has significant background in the industry, however a site declared as an “institute” would lend the user to expect more comprehensive information on the topic, as opposed to such a narrowly-authored collection. Also, some of the software links are free, but only for a limited time, and most require the user to register first which may be off-putting. Additionally, the employment link listed has a date of 4/07 beside of it, leading the user to wonder how often the site is updated/how current the posted information really is. In general, the site conveys the impression that it’s just a promotional avenue for Mr. Hughes’ work and not an “institute” in the academic sense of the word.

Potential Effectiveness as a Teaching Tool

Rating: 3.5 stars
Strengths: This site builds on prior concepts; demonstrates relationships between concepts ; is easy to write assignments for and is very efficient (could learn a lot in short time). The linked articles and speeches could provide good introductory information on the topic of database marketing.
Concerns: The module has more drawbacks than positives. With the relatively small amount of information provided and the (majority) single authored information, the site is very limited in its usefulness. As a collection, the site would need extra instructor support for assignments, and would need additional article support for a well-rounded evaluation of the topic.

Ease of Use for Both Students and Faculty

Rating: 4 stars
Strengths: The module has all active links, and includes a variety of topical areas, such as articles, online tools, featured book, etc. Colors are bold, and visuals engage the eye upon first opening the site, and it is easy to use.
Concerns: Though it’s easy enough to scroll down, the site is not laid out in the way many websites are, i.e. with the traditional information bars to the left or to the top. The user doesn’t immediately get the sense of what the site offers, and often the three-column layout looks more cluttered than necessary.