Consumer Marketing Academy
The Academy gives our MBA students a crash course—and a leg up—in networking and succeeding in the real world.
The Consumer Marketing Academy (CMA) is one of the greatest assets Kelley offers future brand and retail managers.
We work closely with managers at top companies in the industry to design and deliver a leading-edge program, and we work closely with you to develop your strategic and tactical marketing skills through seminars and real-world consulting projects.
The Academy experience spans both years of the MBA program. In your first year, two Academy Weeks will get you "down the curve" in brand management or retail management and prepare you for interviews and internships. The third Academy Week, which takes place during your second year, prepares you for interviews and exposes you to key advanced topics and highly specialized elective courses in brand asset management, consumer channels management, and other areas.
Preparing the Stars of the Consumer Products Industry
Workshops, Company Treks, and special elective courses are just some of the ways the Academy prepares the next stars of the consumer products industry.
Real Projects for Corporate Sponsors
To better prepare our students for internships and future success, student teams conduct real projects for corporate partners of the Center. The sponsoring corporate managers work with students as the projects are conducted, attend the presentations, and critique our students' ideas and presentation skills. In addition, students take field trips to the corporate partner companies for sessions and networking.
Learn more about our corporate sponsors.
During Academy Weeks, senior managers and speaker panels cover topics such as the fundamentals of branding, segmentation, targeting and positioning, revitalizing mature brands, selling ideas inside the company, global branding, and the realities of brand management in your early years. We also expose students to the “channels” aspects of the business through sessions on topics such as the brand-sales force interface, private label programs, and category management.
Learn more about Academy Weeks.
Small groups of Kelley MBA students organize trips to companies based on their particular interests, whether it be working in a specific region of the country or in a specific segment of the industry. Company Treks allow our students to get face time with their dream companies by utilizing the Kelley name to get their feet in the door.
Learn more about Company Treks.
Special Elective Courses
Academy students can also enroll in unique elective courses. The Consumer Channels Management course covers critical issues related to the interface between manufacturers and retailers, such as assessing merchandise performance, category management, efficient customer response, trade promotion, and other key topics. Another unique elective is our Brand Asset Management course, which is taught in a cross-functional manner by discussing not only the key marketing aspects of branding, but also the financial and operations perspectives on managing the brand.
Learn more about our courses.