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UA's Taylor Institute and Direct Marketing Association announce partnership


Douglas Hausknecht, associate professor of marketing and international business, leads a discussion in a Taylor Institute classroom.

The Taylor Institute for Direct Marketing at The University of Akron and the Direct Marketing Association (DMA) have announced an educational partnership made possible by a gift from the Taylor Family Foundation. This innovative partnership will give UA marketing students access to DMA's premier online professional educational offerings.

DMA is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. The Taylor Institute for Direct Marketing integrates the DMA's best-in-class professional e-learning resources with UA's unparalleled direct marketing education to provide marketing students with a distinctive educational opportunity.

The Taylor Institute's new Professional Digital Direct and Database Marketing Program provides UA students with broad access to DMA professional educational resources through Professional Marketing Workshop courses, Professional Digital Direct E-Learning Courses and student memberships in the DMA. The program is designed to provide UA students with essential digital direct and database marketing expertise and a competitive advantage as they advance their careers or pursue entrepreneurial initiatives.

Innovative partnership ensures excellence

This innovative partnership with DMA is an important addition to The Taylor Institute's distinct programs and demonstrates the institute's commitment to bring the most current professional direct, digital and interactive educational opportunities to UA students. "We are extremely proud of our top-tier educational offerings, which continue to garner praise from participants," said Gina Scala, DMA's senior director of education and professional development. "Taking this to the University level is another way for DMA to ensure excellence among the next generation of direct marketers."

Students work on a project in the Taylor Institute.

"The DMA Certified Marketing Professional Certification program is recognized within the direct marketing industry as the most comprehensive and respected professional certification program," said Kathleen Kennedy, executive director of the Taylor Institute. "The DMA Education Programs are used by top companies across the country and around the globe to deliver current, relevant and effective education and professional training. The University of Akron is very proud to be the first and only university to offer this high-level professional program as an integral part of our marketing curriculum."

DMA Professional Workshops

This fall, the Taylor Institute will offer a two-part professional workshop that integrates classroom lectures with the DMA Certified Marketing Professional program. Each workshop is a 2-credit hour UA marketing course that combines classroom lectures with the DMA Certified Marketing Professional E-Learning program. Upon successfully completing the workshops and passing a certification exam covering all learning areas, participating students will receive DMA Certified Marketing Professional certification.

The first workshop, Digital Direct Marketing, will be offered in fall 2011. This Professional Marketing workshop will cover digital marketing, SEM (Search Engine Management), e-mail campaigns, mobile and online promotions, and social media.

In spring 2012, Advanced Database Marketing, will be offered to complete the DMA Certified Marketing Professional Program. This workshop will cover effective creative, promotion and database marketing techniques.

UA students will be able to access any of the 17 individual DMA E-Learning modules through The Taylor Institute. These 90-minute modules will provide UA students with the most current information on topics ranging from E-mail Marketing and SOE to Copywriting and B2B Marketing.

Student DMA memberships

DMA's student membership will be made available to all students enrolled at UA at a reduced membership rate of $49 per year. Student DMA members will receive access to a Digital Starter Kit with four 90-minute education modules, DMA's Global Knowledge Center, DMA newsletters and Web resources, including limited access to DMA's Government Affairs site, ECHO Case Study Library and the DMA Career Center, as well as individual DMA Member discounts.

For more information about the Taylor Institute DMA Professional Education Program, call 330-972-7110 or visit

More information about the DMA Certified Marketing Professional Program is available at:

About Direct Marketing Association (DMA)

The Direct Marketing Association is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the U.S. and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.

In 2010, marketers – commercial and nonprofit – spent $153.3 billion on direct marketing, which accounted for 54.2 percent of all ad expenditures in the United States. Measured against total U.S. sales, these advertising expenditures generated approximately $1.798 trillion in incremental sales. In 2010, direct marketing accounted for 8.3 percent of total U.S. gross domestic product. Also in 2010, there were 1.4 million direct marketing employees in the U.S. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.8 million U.S. jobs.

About the Taylor Institute for Direct Marketing

The Taylor Institute for Direct Marketing is dedicated to education, research and promotion of direct marketing best practices. Located at The University of Akron's College of Business Administration, the institute is the nation's premiere direct marketing learning and research venue, with more than 25,000 square feet and serving more than 700 students, along with marketing professionals and the business community.

The Taylor Institute is home to seven applied learning laboratories that provide students with real-world learning experiences along with undergraduate and graduate degrees programs that focus on emerging marketing trends to better prepare graduating students for the ever changing world of marketing. The institute also serves the professional marketing community with professional workshops, speaker programs, and direct marketing and digital conferences.

Media contact: Laura Massie, 330-972-6476 or