Overview of National DECA
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DECA is a global organization preparing high school and college students for careers in marketing, management, hospitality, and finance, with a membership surpassing 200,000. The organization has a rich history of development since the 1940s, evolving through several decades to adapt to student needs and industry changes, and it currently boasts a competitive events program to enhance student skills. DECA's structure includes local chapters, state associations, and a national level, with various leadership and competitive opportunities for its members.
Overview of National DECA
- 1. This research project was conducted by Micah Melling, Central Region Vice President for 2011-2012 DECA (Organization) DECA prepares emerging leaders and entrepreneurs for careers in marketing, management, hospitality, and finance in high schools and colleges throughout the world. DECA’s membership exceeds 200,000, and it is considered to be one of the most powerful student organizations in existence. DECA is one of ten Career and Technical Student Organizations endorsed by the United States Department of Education. History: The 1940s For DECA, the 1940s was the “decade of creation.” The first interstate conference of the formerly known Distributive Education Clubs of American was held in Memphis, Tennessee in 1947. More than 100 students and sponsors attended the three-day event. During the conference, the first National Officer Team was elected, charter and constitution committees were appointed, and a series of resolutions were passed. The second national conference was held n 1948, and DECA’s national membership had increased to nearly 800 students. At this conference, a governing constitution was adopted and an emblem, creed, and official colors were approved. Additionally, 17 states were accepted as charter members of the organization. DECA’s national publication, then known as the Distributor, was first published in 1948, as well. By 1949, DECA laid claims to over 2,300 members and nearly 90 chapters. Also, the first Board of Trustees for DECA was elected in 1949. History: The 1950s The 1950s was the “decade of firsts” for the organization. Work on a DECA Foundation began in the early 1950s as the organization wanted to provide more awards and recognitions. After years of planning and many donations, the DECA Foundation began operating in 1960. In 1953, George M. Stone was hired as DECA’s first Executive Director and served until 1955. Under Stone, the first DECA Headquarters opened, although it was only a small office in Washington D.C. that housed Stone and a part-time secretary. Harry A. Applegate became DECA’s Executive Director in 1955. In 1957, DECA added a Member Services Division. David Robinson of Texas became the head of this division. Robinson coordinated member activities, advised the National Officer Team, and communicated with various DECA committees. During the 1957 school year, DECA approved a diamond-shaped emblem as the officially registered trademark of the organization. 1959 proved to be a landmark year for the organization. DECA officially formed the National Advisory Board, a collection of the organization’s business partners. The first national theme, “Distributive Education – The Gateway to Success,” was unveiled during the 1959-1960 school year, as well. Also, during that school year, the DECA Board of
- 2. Trustees approved a Junior College Division, now known as Collegiate DECA. By the end of the 1950s, 21 states and Puerto Rico had been issued charters to be a part of the National DECA Organization. History: The 1960s The 1960s was the “decade of growth.” By the end of this decade, DECA would be present in all 50 states. In 1961, DECA adopted their first tagline: “Developing Future Leaders for Marketing and Distribution.” A year later, the organization adopted an official creed and blazer. Also, in 1962, a scholarship program was put into place to recognize outstanding members. In 1967, DECA’s Alumni Division began to officially organize and grow. Additionally, DECA Headquarters expanded and moved to Falls Church, Virginia in 1968. By the end of the 1960s, DECA had grown exponentially and was in the process of making ambitious plans for the future. History: The 1970s The 1970s is known as the “decade of change” as DECA began to adapt to new members’ needs. In 1971, the DECA National Officers had the privilege of meeting President Richard Nixon and presenting him with a plaque to thank him for his support of private enterprise. Two years later, DECA and members of Congress organized the Congressional Advisory Board (CAB). The CAB aligned the support of Congress and the mission of DECA. It was the first such liaison for any such vocational student organization. 1975 proved to be a banner year for DECA. In cooperation with the National Federation of Independent Businesses, DECA produced the film DECA is for Everybody. Additionally, DECA selected the Muscular Dystrophy Association as its “favorite” charity. 1976 was another headline-making year for DECA. DECA’s new national center, located in Reston, Virginia, officially opened for use. Over 1,000 DECA members and guests from 36 states attended the dedication ceremony. Additionally, the book DECA: The First Thirty Years was published in 1976. History: The 1980s For DECA, the 1980s is known as the “decade of challenges.” The challenges came when long-time Executive Director Harry Applegate retired in 1981. Elinor F. Burgess served as an interim Executive Director until Dr. Frederick L. Williford took the job in mid 1982. In 1982, DECA began to host a career conference in New York City that focused on careers in apparel and accessories. Due to the success of this first conference, it became an annual event. DECA received national exposure in 1984 when MDA featured the organization in commercials during the MDA Telethon. In 1985, Congress passed a resolution officially declaring DECA Week. This was the first and only time Congress has formally declared a “week” for any Career and Technical Student Organization. Also, in 1985, the Apparel and Accessories Conference went to Europe. Attendees had the opportunity to learn about fashion in cities such as Paris, Milan, Florence, and Rome. DECA received prestigious recognition in 1987 when the organization was prominently featured in a Wall Street Journal article.
- 3. History: The 1990s The 1990s is known as DECA’s “decade of preparedness” as the organization continued to respond to the new marketing trends. In 1991, the Board of Directors chose to no longer have the letters D-E-C-A stand for Distributive Education Clubs of America. The organization would simply be known as DECA. With this decision, DECA adopted the descriptor “An Association of Marketing Students.” Additionally, a new, modern logo was released. In 1992, the National Advisory Board released a revolutionary research paper, titled Marketing Education and DECA: Essential Factors in Creating a Quality Workforce. This paper was distributed to a wide audience: educators, businesses, community leaders, and members of Congress. During the 1995-1996 school year, DECA celebrated its 50th anniversary. DECA launched a large-scale membership drive and stressed community service during the year-long celebration. The 50- year anniversary was also a major focal point during the International Career Development Conference that year. History: The 2000s Since the turn of the millennium, DECA has continued to grow and expand, solidifying itself as a top educational opportunity for today’s students. In 2010, DECA unveiled a new brand, including a new logo, mission statement, and direction for the organization. This was a revolutionary change for DECA that altered the face of the organization. With its new brand, DECA continues to make an impact on thousands of students each year. Membership Today, DECA lays claim to over 200,000 members worldwide, and chapters can be found in over 5,000 high schools across the globe. DECA chapters are present in all 50 U.S. States, the District of Columbia, China, Germany, Guam, Hong Kong, Korea, Mexico, and Puerto Rico. DECA members are some of the best and brightest students. In fact, over 85% of members report having an A or B average. Furthermore, DECA members take more Advanced Placement and College Credit class than other high school students. Over 90% of DECA members plan to further their study in marketing, management, hospitality, finance, or entrepreneurship. Additionally, nearly 30% of DECA members are interested in becoming entrepreneurs. Divisions of DECA DECA’s largest division is the high school division, which has nearly 190,000 members. DECA’s Collegiate Division has an annual membership of around 15,000. The organization is also represented by Alumni and Professional Divisions, which provide support and advocacy.
- 4. Structure High school chapters around the world are the basic unit of DECA. Chapters perform community service activities, elect chapters officers, prepare students for competition, and host events focused on leadership development and social intelligence. Many chapters belong to a district or region within their charted association. Many districts/regions host competitions to qualify students for charted association competition. Each chapter belongs to a charted association. Charted associations are run by a chartered association advisor, who is generally employed by their state’s education department. Chartered associations elect student officers to help run the organization and provide direction. Each chartered association belongs to one of four regions (Central, Southern, Western, North Atlantic). Each region has a fall leadership conference that brings the entire region together. Together, all of these units all make up the International Association of DECA. Competitive Events Program DECA’s competitive events program is competency based. In most DECA competitive events, there is both a written portion and a presentation portion, which helps to develop well-rounded students. DECA offers nearly 50 competitive events. The following is a description of DECA’s competitive events program. Principles of Business Administration (4 events): Students take a 100-question test about general marketing and business knowledge. They are also given a role play, in which they are to assume the role of a business professional and solve a business-related problem. Students have 10 minutes to develop a presentation about their solution. The presentation is scored by a judge. These events are specifically for first-year DECA members as they are less rigorous than other events. Individual Series (12 events): Students take a 100-question test about marketing and business knowledge. They are also given a role play, in which they are to assume the role of a business professional and solve a business-related problem. Students have 10 minutes to develop a presentation about their solution. The presentation is scored by a judge. Team Decision Making (7 events): Two students compete together in these events. They separately take a 100-question test about marketing and business. Together, they are given a role play and must solve a business-related problem. They have 30 minutes to prepare a presentation about their solution. The presentation is scored by a judge. Business Operations Research (4 events): One to three members will research a topic specified by DECA and will discuss certain elements within the topic. For example, the 2012 BORE requires students to develop a plan that will enhance or introduce a customer loyalty program. Participants must write a paper that can be as long as 30 pages. They must also make a 10- minute oral presentation to a judge.
- 5. Chapter Team (6 events): One to three students led a chapter project or campaign that benefits a specific cause. Here are some sample project topics: raising funds for a charity, creating awareness for financial literacy, promoting a community’s amenities, or operating a school- based enterprise. Participants must write a paper that can be as long as 30 pages. They must also make a 10-minute oral presentation to a judge. Business Management and Entrepreneurship (4 events): Students write a full-scale business plan that must include financial information, target-market analysis, and a marketing plan. In addition to the written plan, students present their business idea to a judge. Two events are for individual competitors, and two events allow up to three competitors to form a team. Marketing Representative (3 events): One to three students are required to develop either an advertising campaign or a promotional plan for a business, product, or service. Competitors write an 11-page paper, deliver a 15-minute presentation, and take a 100-question exam. Professional Selling (2 events): Individual competitors make a prepared sales presentation to a judge. They also take a 100-question exam. Online (3 events): In the Stock Market Game, participants develop and manage an investment portfolio in an online simulation. Participants must write an 11-paper paper to describe the investment project as well as give an oral presentation. There are two Virtual Business Challenges: retail and sports. In these challenges, participants run a business or sports franchise in an online simulation and must make all management and marketing decisions. A sample hierarchy for the levels of competition is such: district/regional, chartered association, international. Please note that most judges for DECA competitions are business professionals who voluntarily give their time to judge. Additional Learning Activities A few of DECA’s National Advisory Board members sponsor special challenges for DECA members, which are separate from DECA’s competitive events. The Fashion Institute of Design and Merchandising (FIDM) sponsors the DECA-FIDM Challenge. Participants in the DECA-FIDM Challenge are asked to create a run-way-worthy garment out of previously used fabric, and the cost of the materials cannot exceed $20. Participants are also asked to develop a marketing campaign for their newly developed product. Those participating must present their ideas to FIDM executives through videos posted to YouTube. Another Challenge is the DECA-Finish Line Challenge. In this challenge, DECA members, in teams of 1-3 people, conduct market research at their local Finish Line store. After the research has been completed, teams present their findings and recommendations to Finish Line executives via videos uploaded to YouTube. The top three teams are flown to Indianapolis, Indiana to present their findings to Finish Line executives. The winning team receives a stipend to cover all expenses to DECA’s International Career Development Conference.
- 6. The DeVry Innovation and Entrepreneurship Challenge gives participants the opportunity to present ideas to launch innovative business concepts. Challenge participants will make a presentation to DeVry executives via videos uploaded to YouTube. The top three participants will get a stipend to attend DECA’s Innovation and Entrepreneurship Conference. Participants in the H&R Block Dollars and Sense Challenge have the opportunity to test their financial knowledge. The challenge occurs online using the Virtual Business: Personal Finance software. During this competition, students manage financial elements such as bank accounts, bills, credit scores, and taxes. They also interpret charts, graphs, and other financial analysis documents. Winners receive a travel stipend to attend the International Career Development Conference as well as college scholarships. DECA Diamond The international symbol of the organization is the DECA Diamond. DECA changed the Diamond when the organization unveiled its new brand in 2010. Before the rebranding, the Diamond had four points: Social Intelligence, Leadership Development, Civic Consciousness, and Vocational Understanding. Now, the Diamond has both inner and outer points. The inner points represent what DECA does, and the outer points represent the types of leaders DECA prepares. The inner points of the Diamond are: Integrates into Classroom Instruction, Applies Learning, Promotes Competition, Connects to Business. The outer points of the Diamond are: Academically Prepared, Community Oriented, Professionally Responsible, Experienced Leaders. Additionally, DECA lists its attributes and values as Competence, Innovation, Integrity, and Teamwork. Leadership DECA members elect five National Officers each spring at the International Career Development Conference. The National Officers for 2011-2012 are: National President Claire Coker, Southern Region Vice President Kendra Wrightson, North Atlantic Region Vice President Jennifer Harrington, and Central Region Vice President Micah Melling. DECA is also represented by an eleven-member Board of Directors. The Board is made up of two representatives from each region, the National Advisory Board Chairperson, the Marketing Liaison from the Association of Career and Technical Education, and the Executive Director. Additionally, over 30 staff members are employed at DECA Headquarters in Reston, Virginia. Executive Directors In 1953, George Stone was hired as DECA’s first Executive Director. He served in that role until 1955 when Harry A. Applegate took over. Applegate served until 1982 and is credited with much of the success the organization continues to experience. After Applegate’s retirement, Elinor Burgess served as an interim Executive Director until Dr. Frederick L. Wlliford was hired. Dr. Williford served as
- 7. Executive Director until 1992. Dr. Edward Davis took the helm after Dr. Williford’s retirement and continues to serve as DECA’s Executive Director. Conferences DECA sponsors three career conferences. The Innovations and Entrepreneurship Conference is held each November in Chicago, Illinois. During this conference, business professionals conduct workshops with DECA members and discuss the most relevant business issues. The New York Experience Conference is held each December in New York City, New York. This conference allows members to explore a variety of marketing-related fields in one of the world’s most exciting cities. The Sports and Entertainment Marketing Conference is held each February in Orlando, Florida. At this conference, members interact with executives from Universal Studios and professional sports franchises. Each region of DECA (Central, Southern, Western, and North Atlantic) hosts a leadership conference each fall. These conferences specifically focus on leadership and professional development. They also provide premier networking opportunities for members. Each charted association of DECA hosts an annual Association Career Development Conference to determine which students qualify for the International Career Development Conference. Many associations elect student officers at their association conference, too. Additionally, many associations host a Fall Leadership Conference. Associations that don’t elect their officers in the spring elect them at their fall conference. International Career Development Conference The International Career Development Conference (ICDC) is DECA’s largest and most prestigious conference. Every spring, DECA hosts its ICDC, held in a major U.S. city. Over 15,000 students and advisors attend this event every year. The ICDC features cutting-edge opening and closing sessions, full of the latest special effects. The National Officers serve as the main emcees of both sessions. The ICDC provides an international forum for DECA’s competitive events program. Thousands of students compete for the opportunity to get on stage and be recognized as one of the top DECA competitors in the world. Many top winners receive cash prizes from members of DECA’s National Advisory Board. DECA’s five National Officers are also elected at the ICDC: a National President and four Regional Vice Presidents. Candidates go through a rigorous process to be selected as a National Officer. At ICDC, they must take a lengthy exam and go through an interview process to be approved to run. Candidates then caucus with voting delegates and give a speech. The candidates who receive a majority vote win the election. Several leadership programs also take place during ICDC. The Leadership Development Academy (LDA) helps prepare high school sophomores and juniors for ambitious leadership roles within DECA. The Chapter Management Academy (CMA) focuses on improving DECA chapters throughout the nation. The
- 8. School-Based Enterprises Academy helps members and advisors gain important information about operating school stores. The Executive Mentor Program connects high-ranking business professionals with DECA members. Members are able to interact with these business executives and gain vital professional development information. Recent and future sites of the ICDC: 2008 - Atlanta, Georgia 2009 - Anaheim, California 2010 - Louisville, Kentucky 2011 - Orlando, Florida 2012 - Salt Lake City, Utah 2013 - Anaheim, California 2014 - Atlanta, Georgia 2015 – Orlando, Florida Scholarship Program National DECA awards over $300,000 in scholarships to its members annually. These scholarships are provided by many of DECA’s National Advisory Board partners and are presented at the International Career Development Conference. National Advisory Board (NAB) DECA is supported by a National Advisory Board (NAB). The NAB is made up of more than 60 businesses, including some of the largest in the nation, that provide financial support and advocacy to DECA. Some ways that NAB members are involved with DECA include advertising in DECA publications, providing judges for competition, sponsoring competitive events, making scholarships available, and offering internships. Some of DECA’s most active sponsors are Marriott International, Men’s Wearhouse, Otis Spunkmeyer, Finish Line, Foot Locker, Hilton Worldwide, Safeway, and Publix. Congressional Advisory Board (CAB) The Congressional Advisory Board is comprised of members of the U.S. Congress that support DECA and its functions. Currently, 31 federal legislators sit on the CAB. The CAB is an element that sets DECA apart for its counterparts. The CAB was formed in 1973 and was the first direct relationship between Congress and any Career and Technical Student Organization. Relationship with the Muscular Dystrophy Association The Muscular Dystrophy Association (MDA) is DECA’s most important social business partner. DECA is MDA’s largest student donor, raising approximately $450,000 per year. In their 30 year partnership, DECA has raised over $5 million dollars for MDA. MDA is a proud sponsor of DECA’s Community Service Project. In fact, at the ICDC, MDA hosts a breakfast for the top fundraising chapters. MDA also allows
- 9. the DECA National President and a representative from the top fundraising chapter to represent DECA during MDA’s National Telethon in Las Vegas. DECA Publications The DECA Dimensions is the international bi-monthly magazine of DECA. The Dimensions is filled with articles about DECA news, community service, and professional development. Each DECA member is entitled to a subscription of the magazine. Chapter advisors receive the DECA Insight, a publication focused on their needs and wants. The DECA Guide is published annually as the premier source of information on competitive events, chapter supplies, and DECA apparel. DECA Online DECA can be found on several online outlets: website (deca.org), Facebook, Twitter, YouTube, SlideShare, and LinkedIn.