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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, UA alumni and leaders in direct marketing. The 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

We support this education by maintaining laboratories where students apply classroom skills and knowledge, collaborate with corporate organizations on real-time student projects, and house majority of College of Business Administration (CBA) marketing classes.