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

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.

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.

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.

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.

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

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

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

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.