Marketing Management Association (MMA)
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 paper will provide some insight into benefits and problems associated with developing a specialized area within marketing. This paper uses the personal selling area as a template but many of the issues are consistent with other specializations (e.g., research, retail, advertising and business marketing).