A Study of the Database Marketing Course in AACSB–Accredited Business Schools

Abstract

This article presents findings of an empirical investigation of the database marketing (DBM) course in business schools within the United States accredited by the Association to Advance Collegiate Schools of Business. Results indicated that from 2001 to 2005 there was a 52.5% increase in the percentage of business schools o fering an undergraduate DBM course and that the content of the DBM course had changed. The major change in topical coverage in the DBM course over the time frame studied was the addition of ethics coverage. There was also an increase in the amount of coverage in the course for areas such as lifetime value of a customer, direct marketing, data warehousing, market segmentation, and customer relationship marketing. During the 4 years between surveys, the analytical techniques covered in class stayed essentially the same with the exception of cross-tabs, in which theoretical and hands-on use increased greatly.