Marketing
Research Partnership Program:
Building
Links Between NKU and the Marketing Research Community
The Department of Management
and Marketing at Northern Kentucky University is excited to launch the
Marketing Research Partnership Program (MRP2) between
NKU and the regional marketing research industry. This partnership
will enable member firms to gain access to students for internships, co-ops
and possible permanent employment. It will also build a bridge between
academics and practitioners by bringing members of the local research community
to NKU's campus for guest lectures and seminars.
Northern Kentucky University’s
marketing program has a rich tradition of emphasizing marketing research
as the foundation of the major. Students
are required to complete two courses in research. In
the capstone class, student teams serve as a full service research company
to clients in the Greater Cincinnati community. It
is estimated that over the past 15 years nearly 200 organizations have
benefited from NKU’s student research projects.
The MRP2 will
strengthen and build upon the existing relationship between NKU and the
local research community. At present, NKU has graduates working in large
numbers of the marketing research firms including Alliance, Burke, Convergys,
AC Nielsen, and others. One of the most important issues for
these firms is attracting qualified, talented employees. As a member
organization, you will be helping to create well educated, well trained
young professionals who are poised to be the leaders in the marketing research
industry.
Marketing
Research Partnership Program: Benefits to Membership
Opportunity
to create a quality workforce that has both a theoretical and applied knowledge
of marketing research
Opportunity
to offer internships and co-ops for students that may lead to permanent
employment opportunities.
Chance
to develop partnership with NKU that provides assistance in other areas
of your business
Opportunity
to work with the best and brightest students who are excited about a career
in the marketing research profession
Interaction
with peers to discuss issues facing the local marketing research industry
Who
We Are: College of Business
AACSB
(International Association for Management Education)
- US has 3500 post-secondary educational institutions
- Of those 3500, 2100 have a business degree
- Of the 2100, only 309 have received AACSB accreditation
NKU
College of Business graduates are satisfied -- alumni rate it higher than
any other state institution
Partnerships
and opportunities for students are great and growing (e.g. Fidelity
Investments, Delta, Fifth Third Bank all have a presence on campus)
New
Programs include: Masters of Science in Information Systems, Masters in
Accountancy, proposed BS in Sports Administration, Minor in
Entrepreneurship.
Who
We Are: NKU
Northern
Kentucky University is the youngest of Kentucky's eight state
universities. Founded in 1968 as Northern Kentucky State College, it
awarded its first bachelor's degrees in May 1973, and became Northern
Kentucky University in 1976.
Northern
Kentucky University enrolls 12,000 students and is served by 1,200 faculty
and staff. Northern is now the second largest university in the
Greater Cincinnati area.
A
large portion of NKU students stay in Greater Cincinnati to become part of
the local workforce.
Marketing
Student Profile
- 81
Majors and 306 Pre-Majors (Spring '00)
- 4th
largest major at NKU (elementary edu (668), information systems (390),
management (371) and psychology (324)
- 59%
female, 77% full-time, 96% white, non-Hispanic
- 63%
of our students plan to pursue and MBA
- 77%
of seniors worked at least 20 hrs/wk with 19% working 40 or more
hrs/wk
- All
Marketing Majors are required to complete four math courses including
two business statistics
- All
Marketing Majors are required to complete two research courses as
follows:
- Introduction
to Research - Introduction to role of research in marketing decision
making including research designs and methodologies, primary and
secondary data collection, and sampling techniques.
- Advanced
Research - Development of advanced marketing research skills and
knowledge through lecture/discussion and field research study.
Undergraduate
Marketing Curriculum
| MAT 102 |
Business Mathematics |
| MAT 111 |
Introductory Linear Mathematics |
| PSY 100 |
Introduction to Psychology |
| SOC 100 |
Introduction to Sociology |
| ACC 200 |
Principles of Accounting 1
- Finanical |
| ACC 201 |
Principles of Accounting 2
- Managerial |
| ECO 200 |
Principles of Macroecomics |
| ECO 201 |
Principles of Microecomics |
| IFS 105 |
Introduction to Business Computing |
| MAT 212 |
Statistics for Business Applications |
| MAT 213 |
Statistics for Business Applications
II |
| BAD 305 |
Behavior in Organizations |
| FIN 305 |
Principles of Finance |
| MKT 305 |
Principles of Marketing |
| MKT 320 |
Consumer Behavior |
| MKT 360 |
Introductory Marketing Research |
| MGT 305 |
Operations Management in Business |
| ENG 340 |
Business Writing |
| BAD 490 |
Business Policy |
| COB 305 |
External Context of Business |
| MKT 460 |
Advanced Marketing Research |
| MKT 480 |
Marketing Strategies and Policies |
| MKT ___ |
Required Marketing elective |
| MKT ___ |
Required Marketing elective |
| MKT ___ |
Required Marketing elective |
NKU
College of Business Provides
Cooperative
Education Credit- Giving
students the chance to experience Marketing Research in the “real world”.
A co-op or work-study job fair would be planned to introduce prospective
students to area research firms.
Internship
Credit -- Giving students the chance to work on a "project"
basis for local research firms
Marketing
Research Track for undergraduate marketing majors (course to be
determined)
Specialized
coursework, possibly a non-degree certificates offered on Saturday
mornings (attendees could include both NKU students and employees of MR
firms). Specific topics (e.g. Study Design) would be covered in
about a 3-week period.
Host
for a Web site to be created for the purpose of providing general MR
information, information about area MR firms, job postings, etc.
NKU
will provide leadership to coordinate all efforts. The coordinator
will meet with member firms to better understand the interest,
capabilities and "niche" which each occupies.
Marketing
Research Community Provides
A
series of speakers from industry will be invited to conduct seminars at
NKU on a broad range of topics. The series will be organized in a
logical sequence from identification of information needs thought
implementation of research in a decision-making environment. Member
firms would act as an "advisory board" with respect to
curriculum. Current course offerings might be reviewed, electives
suggested or new courses outlined.
Annual
membership dues of $1500.00 to support the operation of the MRP2
Marketing
Research Partnership Program: NKU Leadership
Aron
Levin, Ph.D., Director of the Marketing Research Partnership
Dr.
Levin joined
the NKU faculty in August, 2000, after serving for 3 years as an assistant
professor at Washburn University in Topeka, Kansas. He received his undergraduate
degree from the University of Iowa, his M.B.A. from Northern Illinois University
and his Ph.D. from the University of Kentucky. Dr. Levin's teaching interests include marketing research, advertising and
promotion, and electronic commerce. His
recent research has focused on the impact of sports sponsorship on consumers'
recall of sponsoring brands. His research has appeared
in the Journal of Consumer Psychology, Marketing Letters,
and Advances in Consumer Research. Dr.
Levin has consulted with and performed marketing research for many companies
including Prudential, Inc., US West, and First Residential.
Matthew
D. Shank, Ph.D., Professor of Marketing and Chair, Department of Management
and Marketing
Professor
of Marketing and Chair of the Department of Management and Marketing, Dr.
Matt Shank, joined the faculty at Northern Kentucky University in1991 after
having served for one year as a Visiting Professor at The University of
Mississippi. Prior to teaching at
Ole Miss, Dr. Shank was a Marketing Research Manager at Maritz Motivation
Company in St. Louis. He attended
the University of Wyoming for his undergraduate degree and received his
Ph.D. in Experimental Psychology from the University of Missouri at St.
Louis.
Dr.
Shank's teaching interests include sports marketing, consumer behavior
and marketing research. His research interests are in the areas of sports
marketing,
consumer psychology, and
marketing education. Recently, Prentice
Hall published Dr. Shank's Sports Marketing: A Strategic Perspective,
a sports marketing textbook being used at universities across the U.S.
and abroad. Dr. Shank’s work has also appeared in, among other outlets,
the Sports Marketing Quarterly, Journal of Sport Behavior, Journal of
Professional Services Marketing, Advances
in Consumer Research, Journal of Applied Business Research, and Journal
of Marketing Education. In addition,
Dr. Shank has served as a marketing consultant to over fifty businesses
in a variety of industries, including marketing research.
Marketing
Research Partnership Program: Participating Companies
| Directions Research |
Cincinnati, OH |
| Burke, Inc. |
Cincinnati, OH |
| Convergys Marketing Research |
Cincinnati, OH |
| Cooper
Research |
Cincinnati,
OH |
| Parker Research |
Cincinnati, OH |
| Alliance Research |
Crestview Hills, KY |
| AC Nielsen BASES |
Covington, KY |
| AC Nielsen Market Decisions, Inc. |
Covington, KY |
| MRSI |
Cincinnati, OH |
| SIRS |
Highland Heights, KY |
|
