This is a research project conducted by Micah Melling, Central Region Vice President for 2011-2012. This resource provides a comprehensive 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.