Taylor Institute for Direct Marketing

Where theory meets practice.

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The Gary L. and Karen S. Taylor Institute for Direct Marketing was established at The University of Akron in 2003 with a major gift from Gary and Karen Taylor, both of whom are UA alumni and leaders in the field of direct marketing. The Taylor Institute was founded to educate undergraduate and MBA students in the specialized ideas, issues and techniques of Direct/Interactive Marketing, including:

  • Social Media
  • Marketing Analytics & Database Marketing
  • Qualitative Marketing Research
  • Multi-channel Marketing Campaign Development
  • Teleservices
  • E-commerce (SEO and SEM)

For more information on the history of the Taylor Institute, click here. The Taylor Institute is charged with a mission to advance best practices and disseminate new Direct/Interactive Marketing knowledge. Taylor Institute programs and initiatives are designed to be integrated with the Marketing curriculum and provide experiential learning opportunities to supplement the theoretical learning students receive in the classroom making the Taylor Institute truly the location where “theory meets practice.”