Use of computers in direct marketing courses

Abstract

Computers may be a good tool to help direct marketing educators better prepare students for the “real world.” Are they readily available and being used for this purpose? A survey of professors who have taught direct marketing shows that most have personal computers (and/or terminals) in their offices and that their students have good access to computers. Yet, the majority (82 percent) have not used computer exercises or demonstrations in their direct marketing classes. Those who have used computers with these courses have used them in a broad spectrum of topic areas and rate the educational value quite highly.