Marketing Management

Marketing Fundamentals

The field of marketing encompasses a wide range of activities involved in promoting products and services for businesses, not-for-profit organizations, government agencies and other groups and individuals.

The marketing management curriculum covers a wide-range of topics related to the various aspects of the marketing function.  You will study:

• buyer behavior
• product and brand management
• marketing communications
• marketing research
• multi-channel marketing
• international marketing
• marketing strategy

You will also have the opportunity to select other topics such as e-marketing practices, retail management, sales management or business negotiations.

Professional Preparation

Learning experiences in the program are enhanced by the state-of-the-art classrooms and laboratories in the Taylor Institute for Direct Marketing and the Suarez Applied Marketing Research Laboratories.   You have the option to gain relevant experience through a creative marketing laboratory and various other hands-on learning activities.

Our Faculty

• are innovative
• conduct state-of-the-art research
• use the latest course materials and course management techniques
• are involved in business and society
• use case studies, seminar presentations and skills performance to bring the business world to life

Akron Advantage

All College of Business Administration programs are accredited at the highest possible level by AACSB International (the Association to Advance Collegiate Schools of Business). In addition, the CBA is one of only 171 schools that have earned separate accounting accreditation. The College has been consistently rated as one of the best business schools in the nation by the Princeton Review and ranked in the top 100 of all undergraduate programs by BusinessWeek magazine.

Our close ties to regional businesses provide many benefits for our students. Business executives share their expertise as mentors and guest lecturers in classes, and provide valuable advice on program and course content, helping to keep our curricula fresh, relevant and rigorous. Students gain valuable hands-on experience through group projects that assign them to solve problems for local businesses and by participating in co-op and internship programs at regional companies.

We are able to provide our students with training in cutting-edge technology as a result of our academic alliances with technology vendors such as SAP, Microsoft, and Oracle.

Our active student organizations enable our students to enrich their college experience by providing opportunities for them to apply knowledge and skills gained in the classroom, and by opening doors to new friendships, networking, professional growth, and even jobs.  Many of our student organizations have excelled in regional and national competitions, often against highly regarded colleges and universities across the country.

Hands-on Research

You will work in teams on real-world business situations, applying your classroom knowledge to help solve problems facing local businesses. You will use state of the art research tools and have access to up-to-date databases and company research. Projects span the possibilities of large and small, corporate and not-for-profit enterprises.

Real-World Experience

Gain practical professional experience through UA's optional cooperative education and internship programs. In an internship you will learn from the employer as well as share your up-to-date knowledge from the classroom and from working with your professors and peers.

Recent Placements Include:

• The J.M. Smucker Company
• The Goodyear Tire and Rubber
• FirstMerit Bank
• PNC (formerly National City Bank)
• Step2 Company
• GOJO Industries
• Strategic Marketing Associates

Marketing Student Organizations:

The College of Business Administration offers a variety of general business student groups:

• Pi Sigma Epsilon - Professional Sales and Marketing fraternity
• Beta Gamma Sigma — an honorary fraternity
• Delta Sigma Pi — a professional fraternity
• Student Toastmasters

Sample Curriculum

To complete this program as a second major, the student must take at least 12 credit hours of 6600 courses in addition to the requirements for any other major, minor, or certificate that has been earned.

Required: Complete all 24 credits

Required Foundation Prerequisite Courses:

Required Core Competencies Courses:

Required Integrative Capstone Course:

Electives: Complete any 6 credits