Automotive Aftermarket & Automotive Marketing Programs

This week's and future messages will focus on Northwood University's eight undergraduate specialty, industry-focused programs.  Today's message spotlights two of the oldest and most well-known of our specialty curricula, our Automotive Aftermarket program and our Automotive Marketing program, which is soon to become our Automotive Retail Management program. Both programs have undergone extensive curriculum review over the past two years with input and feedback from national advisory boards, department faculty, campus curriculum committees, students and alumni.

Automotive Aftermarket Curriculum and Industry

The Northwood University BBA in Automotive Aftermarket Management (AAM) is the only accredited program of its kind in North America, as well as Europe and Asia.  Our impressive track record in placing students after graduation is of significance for the program, as well as a number of alumni who hold leadership positions within the automotive aftermarket industry.
The U.S. Automotive Aftermarket contributes roughly $304 billion in Gross Domestic Product (GDP) to the U.S. economy and employs more than 2.4 million people.  Our AAM program is highly regarded and strongly supported by the Automotive Aftermarket Industry Association, Automotive Warehouse Distributors Association, Motor & Equipment Manufacturers Association, and Specialty Equipment Market Association, as well as individually by hundreds of their members such as CARQUEST, Affinia, The Alliance, and Babcox Publishing to name a few.  There are more than 5,000 companies large and small who belong to these organizations and most know of Northwood University and our AAM program. Our students take courses ranging from aftermarket management and strategy to courses focused on the heavy duty truck and retail portion of this vast and growing industry The automotive aftermarket tends to be on the opposite cycle of the new car market and so should fare better economically in 2010.  

Automotive Aftermarket Program Highlights and Activities

In addition to specialized courses, business courses, and general education courses, our students have the opportunity to participate in a number of projects and programs to further develop their industry knowledge, as well as their managerial and leadership skills.  The following is a sample of the opportunities afforded our students.

Industry Speakers:  Students have the opportunity to hear about all aspects of the aftermarket field directly from guest speakers who are industry leaders.

Automotive Executive Panel:  Each year on our Florida and Michigan campuses, students invite top-ranking management executives of the various associations and manufacturers to participate in an afternoon panel discussion focused on the current issues facing this industry. The panels are gathered in association with our campus based, student run outdoor auto shows.

Field Trips:  Regular visits to various aftermarket functions are arranged to expose students to the “real workings” of the aftermarket, including the annual AAPEX/SEMA Show in Las Vegas.

Aftermarket Parts Show:  Students invite aftermarket parts manufacturers on campus for the auto shows so a complete aftermarket parts show can be held in conjunction with the new vehicle auto show on the Michigan and Florida campuses. The Michigan show is the largest outdoor new vehicle show in North America.

Internship:  The Aftermarket program has a required work-study project which involves a specific work program arranged with an employer to incorporate course work and practical experience as part of this unique degree.

Directed Study:  Students engage in appropriate research associated with a challenge fitted to the needs of the students as determined by their interests, aptitudes and abilities. The directed study often focuses on career interest issues and can be accomplished through independent field study.

Automotive Marketing Curriculum

The Northwood University BBA in Automotive Marketing and Management is the only accredited degree of its kind in the United States. Competitors exist in Barrie, Ontario, Canada at Georgian College, and in Europe at IVA, Calw, Geislingen, and Nurtingen. However, each of these schools is a partner with Northwood University in degree opportunities for students, as well as exciting programming like NUCARS. Like our Aftermarket program, our Automotive Marketing and Management degree program has been kept current via regular curriculum reviews, input from our national advisory board, alumni, industry experts, student internships, industry guest lecturers, faculty research and consulting, and student run auto shows on our Florida and Michigan campuses. Our track record for placing students after graduation speaks well of the program, as there is an impressive number of Northwood alumni holding leadership positions throughout the industry with thousands of our graduates serving as dealer principle or general manager within the retail segment.

The U.S. new vehicle side of the automobile market is more than $1 trillion dollars in scope, and is experiencing a dramatic restructuring and difficult economic environment.  In 2005 nearly 17 million new vehicles, which included cars, SUV's and light trucks, were sold in the U.S. with more than 240 million vehicles of all ages registered across the U.S.  In 2009 new vehicle sales dropped to roughly 11 million with 245 million vehicles of all ages registered across the United States.  In 2005, more than 22,000 new vehicle dealerships existed in the U.S. with that number declining to under 20,000 by the end of 2009.  The market for new vehicle sales in 2010 is expected to be between 11 and 13 million sold with a used vehicle market of more than 30 million. This is good news for the aftermarket industry, and validates the need for well-educated Northwood graduates to help lead this industry back to greatness. Our Automotive Marketing program is highly regarded by the National Automobile Dealers Association (NADA), the American International Automobile Dealers Association (AIADA) and the National Independent Automobile Dealers Association (NIADA).  Demand for our graduates continues to excel as dealerships fight for the most talented employees to help them survive and prosper during difficult times.  The new vehicle side of the U.S. automotive industry employs more than 3.5 million people and is a vibrant part of the U.S. economy.  Just under 1 million Americans are employed annually in the retail automotive dealership side of this great industry with the entrepreneurial-focused dealer at the heart of our newly updated curriculum.  It should also be noted thousands of Northwood graduates are employed in management, marketing and finance related positions throughout the automotive value chain from manufacturers like GM, Ford, Chrysler, and Toyota, to distributors and advertisers.

Automotive Marketing and Management Program Highlights and Activities

In no other industry is there such demand for entry level management personnel, both in manufacturing and retail. Our students from the U.S. and abroad have entered every phase of the wholesale and retail automobile industry. The following is a sample of the opportunities which prepare our students for careers in the automobile industry.

Industry Speakers:  Current industry executives  serve as guest lecturers and visit our automotive marketing classrooms to provide the opportunity for students to learn directly what is happening in the industry today and what the trends are calling for tomorrow.

Auto Industry Show:  Each year our Florida and Michigan campus students present their auto show. The vehicles on display include: large trucks; vans; recreational vehicles; and domestic, import and classic cars.

True Automotive Group (TAG):  This non-Greek organization is dedicated to automotive students with serious interests in the auto industry and related fields, and the group's members actively participate in auto shows, car racing, field trips, automotive discussion, and more.

Field Trips, Research and Certifications:  Field trips and research opportunities are arranged to expose students to the “real workings” of the automobile business, including the annual NADA Convention and the annual J.D. Power and Associates Business Roundtable. In 2008 and 2009 Northwood University automotive faculty and students participated in groundbreaking research with AutoTrader.Com, resulting in a national noted study and “Dealership Walk-in Traffic,” and a second study that will result in a new national certification will be announced at the 2010 NADA Convention.  And our students will have the opportunity to earn advanced industry certification from the Association of Finance and Insurance Professionals (AFIP) and the NADA while earning their degree.

Directed Study: Students can engage in appropriate research associated with a problem fitted to the needs of the students as determined by their interests, aptitudes and abilities. The directed study will focus on career interest issues and can be accomplished through independent field study

WAAI:  Women's Automotive Association International is the automotive industry's premier professional organization with an exclusive chapter on the Michigan campus.  The Northwood chapter of WAAI encourages growth through scholarship, mentoring, and internship opportunities for members. The focus of WAAI is on the development and retention of women leaders, as well as the education and support of all people, without prejudice, who have an interest in the automotive industry.

In Conclusion

We are very proud of our more than 40 years of service to these two great industries and even more proud of the thousands of Northwood graduates employed at all levels of the automotive value chain across the U.S. and around the world. We owe our success to many, from a hard working and well qualified faculty and dedicated students, to caring and giving alumni and industry partners who have helped us learn and grow along the way.  We encourage you to take a close look at at our automotive specialty programs and encourage industry-related family and friends to do the same.  Our programs are better than ever, our job placement is second to none and the industry, which represents more than 10% of U.S. GDP, needs Northwood University Automotive graduates more than ever before!

Keith A. Pretty, J.D.
President and CEO
Northwood University
4000 Whiting Drive
Midland, MI 48640
989.837.4203 (phone)
989.832.9590 (fax)

pretty@northwood.edu