WHAT TO CONSIDER BEFORE DEVELOPING A SPECIALIZATION (TRACK, EMPHASIS, OR CENTER): PERSONAL SELLING AS A TEMPLATE

Over the years many schools have developed specific areas of study within their college. Even though these efforts are directed at providing students with better education and job opportunities after graduation, there are issues that need to be considered before embarking on such a project. This article will provide some insight into benefits and problems associated with developing a specialized area within marketing. The article uses the personal selling area as a template but many of the issues are consistent with other specializations (e.g., research, retail, advertising, business marketing). Specifically this article discusses the development of sales programs along with the initiation of the University Sales Center Alliance. The article provides a framework and check list for those wishing to explore the possibility of creating a sales center at their school.