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CBA® COURSE OBJECTIVES

MARKETING COURSE

The CBA® Marketing course provides a comprehensive overview of all aspects of marketing including:

• The marketing plan
• Strategic planning 
• Marketing research
• Feasibility studies
• Customer relationships and understanding the consumer
• Segmentation, target marketing and positioning
• Product planning, development, pricing and distribution
• Promotion management including digital marketing

These concepts are especially important for those helping small businesses, as marketing is often a mystery to small business owners and managers. In today’s competitive environment, your clients likely need to make plans and implement them, while simultaneously monitoring rapid changes in competition, regulations, legislation, the economy, society and technology.

This course is composed of nine (9) modules:

• SESSION 1: Introduction to Marketing
  This module provides an overall perspective on what marketing is, the processes it involves, and various philosophies of marketing.
• SESSION 2: Strategic Planning and the Marketing Plan
  Organizations cannot succeed without planning, and marketing plans must support the organization's mission, vision and objectives.
  This module looks at strategic planning and mission, key marketing strategies, analysis necessary for such planning, and the basics of a marketing plan.
• SESSION 3: Marketing Research, Feasibility Studies, and Sales Forecasting
  Marketing thrives on information.
  This module looks at the knowledge that is crucial to understand the environment, the consumer, the competition, the likelihood of a project's success and potential profitability, and the evaluation of the organization's marketing efforts.
• SESSION 4: Customer Relationship Marketing (CRM) and Consumer Behavior
  Marketing centers on consumers.
  Firms cannot succeed if they do not understand consumers fully and deeply and provide them with value and satisfaction.
  This module looks at how companies accomplish these tasks.
• SESSION 5: Market Segmentation, Market Targeting and Positioning
  Organizations cannot be "all things, to all people (or to all businesses)."
  In almost all cases, both consumers (and businesses) have different needs, wants, and desires such that they cannot be satisfied by one option.
  This module examines the ways in which marketers divide the market into different interest groups (segments), select one or more segments to target with an appropriate marketing mix, and position the product or brand in the marketplace to appeal to the target market.
• SESSION 6: Product Management
  Consumers seek solutions to problems and marketers help to solve those problems by the products and services they offer.
  This module looks at products and services (and how they differ in terms of marketing), the importance of customer service in providing value to the consumer, the process of developing new products/services, and the need to build a strong brand.
• SESSION 7: Price Management
  Pricing the product or service is an important part of the marketing mix, as price is the only thing that generates revenue.
  This module examines price, costs, break-even analysis, and various approaches to setting and adjusting prices.
• SESSION 8: Place Management
  Products and services need to move from the providers to the consumers in a timely, efficient, and effective manner.
  This module discusses Channels of Distribution and Supply Chain Management with a focus on satisfying the goals of the channel members and the consumer.
• SESSION 9: Promotion Management
  Firms must be able to reach their target audience with information about the company, brands, and products.
  This module focuses on the promotion element of the Marketing Mix, with a good understanding of our target market's values and media exposure habits, and our goals and objectives, with a special emphasis on digital and social media marketing.

ACCOUNTING/FINANCE COURSE

The CBA® Accounting and Finance course provides an overview of essential issues regarding the areas of accounting and finance. The objective of the course is to impart enough information and develop sufficient basic skills to allow the student to understand the impact that these subject matters have on small businesses. The lack of an understanding of, or lack of financial information in general, represent major causes of business failure.

This course covers business organization, accounting, tax, business planning, financial statement analysis and other specialized analytical techniques. This course is one of the more quantitative areas in the program. The work in this course will require effort by the students to work out problems using basic mathematic skills and to learn more advanced analytical techniques based on those skills.

This course is comprised of nine (9) modules:

• SESSION 1: Business Entities
  An introduction to the way that businesses are organized and taxed.
• SESSION 2: Business Planning
  An examination of the business plan and its uses and purposes.
• SESSION 3: Financial Statements
  An introduction into the various types of financial statements, what's on them, and what their use is.
• SESSION 4: Financial Statement Analysis
  How to use the information found in financial statements to understand a business.
• SESSION 5: Financial Projections and Cash Flow Analysis
  The basics of making financial projections.
• SESSION 6: Managerial Accounting
  Break-even analysis and other forms of managerial accounting.
• SESSION 7: Sources of Financing
  Types of SBA programs available and a discussion of other funding sources.
• SESSION 8: Cost of Capital and Capital Budgeting
  The basics of cost of capital and capital budgeting.
• SESSION 9: Valuation
  A review of the processes for valuing non-public, closely held firms.

HUMAN RESOURCES COURSE

The CBA® Human Resources course offers a comprehensive review of major concepts in the area of human resource management. Particular focus is given to competitive advantage derived from improvement upon HR planning, selection, recruitment, training and compensation practices. Vignettes related to the hiring, management and termination of people in the workplace will be offered as a means to delve into topics from both a practical and theoretical perspective.

This course is comprised of seven (7) modules:

• SESSION 1: Introduction to HRM (The changing HR environment; Legal issues in HRM)*
• SESSION 2: Affirmative action debate
• SESSION 3: Staffing (Recruitment, Selection)
• SESSION 4: eRecruiting debate
• SESSION 5: Ensuring positive performance (Training, Performance Management, Compensation)
• SESSION 6: Organized labor debate
• SESSION 7: Gender and pay debate

*The basic course topics covered by the typical HRM textbook.

GRADING INFORMATION

You need to achieve 80% or greater in each of the three courses to complete the CBA® non-credit certificate. 

If you receive a grade of less than 70%, a retake exam is necessary.

NOTE: Each participant will be allowed to retake one exam at no charge. If more than one retake is required, the CBA® candidate may need to register again and pay the course registration fee.

CBA® TESTIMONIALS

"As an independent CPA operating a public accounting practice in the Tampa Bay, Florida area, I regularly receive phone calls from entrepreneurs who need assistance with startup, marketing, accounting and operational issues. In order to better position myself as a small business advisor to guide these small business clients, I recognized the need to become certified in this area. Since completing this program, I have more knowledge and confidence to consult with my small business clients in order to help them to run a successful business. I would highly recommend this program to anyone who provides consulting services to small businesses."

Linda A. Stortz, CPA, MAcc

Certified Business Advisor®
Advanced Certified QuickBooks ProAdvisor
Seminole, Florida 
 

CBA® RESOURCE MATERIALS

HONOR PLEDGE

Download, complete and submit the CBA® Honor Pledge to Marilyn Bokrass at mbokrass@kent.edu.

View the CBA® Honor Pledge (.docx)

FERPA GRADE RELEASE FORM

Download, complete and submit the FERPA form to Marilyn Bokrass at mbokrass@kent.edu.

View the FERPA Grade Release Form (.pdf)

Questions? You're in the right place. If you can't find what you're looking for, contact us.

FREQUENTLY ASKED QUESTIONS

When can I register for CBA®?

Registrations are accepted during the 15th - 25th days of each month, except December, when registration is open from 12/9 - 12/19 for the January 1^st start. Access to CBA® coursework begins on the 1^st of the following month.

What is the CBA® registration fee?

The registration fees have been designed so that you have several options. You may take one or two courses to heighten your knowledge in a topic(s) of special interest, one that needs development, or you may take all three (3) courses to become fully certified. The fee for the complete (3-course) program is $1,450. Individual course registration is $500 per course. 

What will I receive for completing the program?

Those who successfully complete the CBA® program will be issued a certificate of completion under the banner of �鶹��ѡ Ambassador Crawford College of Business and Entrepreneurship. This certificate will be signed by the Dean of Ambassador Crawford College, authenticating and verifying the successful completion of the CBA® program.

Does the CBA® certification expire?

A minimum of 20 hours of continuing education each year following the certification is required to retain certification.   

Exception: Small Business Development Center (SBDC) directors will determine the number of annual continuing education hours.

Who developed the CBA®?

The CBA® program was developed by and for Small Business Development Center (SBDC) advisors. For over 20 years, the Certified Business Advisor® program has been used by SBDC advisors nationwide, as well as employers of for-profit and not-for-profit organizations that support small businesses and entrepreneurs. 

How is the curriculum structured?

The CBA® program offers a concise, yet comprehensive up-to-date curriculum designed for maximum on-the-job performance. The instructors, who are required to have business experience in addition to graduate-level teaching experience, emphasize application as well as theory.

Courses are segmented by discipline, i.e., distinct areas of study, which were produced specifically for small business and entrepreneurship development including Human Resource Management, Marketing, and Accounting/Finance. For more information on learning objectives and specific sessions, please visit the Courses tab.

What is the cancellation and refund policy?

All cancellations and refund requests must be made in writing prior to the date on which an individual registrant gains access to the CBA® coursework. Once access has been granted, no cancellations, refunds, or transfer fees will be processed. Substitions are allowable only if the original registrant has not started the coursework. Requests should be sent to Lifelong Learning using one of the following:

E-mail:  lifelonglearning@kent.edu

Mail:
Lifelong Learning
120 N. Lincoln Street
P.O. Box 5190
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Kent, OH 44242-0001

How are CBA® Courses Graded?

• Each session of each course will be graded through a written assignment or exam (essay or multiple choice). Each course has between seven and nine sessions. 
• You must achieve 80% or greater in each of the three courses to complete the CBA® certification. 
• If you receive a grade below 70%, a retake exam is necessary and generally must be taken before you are allowed to proceed to the next exam or continue to the next course. This makes it easier for you to learn, understand and retain the concepts being taught, rather than waiting until completion of the course. It is also easier for you to increase your grade this way

NOTE: Each participant will be allowed to retake one session in each course at no charge. If more than one retake is required, the CBA® candidate will need to register again for that course and pay the course registration fee of $500.

Can I 'Test out' of CBA®?

No. CBA® candidates may not test out of any segment of the program.

How long will it take to complete the CBA® Learning Courses?

Each of the three courses should take 20-40 hours to complete. Students should complete the program in 12 months, although an extension of up to an additional 12 months may be granted for extenuating situations. 

Thank you for your interest in our program! If you have additional questions regarding the CBA®, here's where you can reach us:

CONTACT US

• BY EMAIL

  lifelonglearning@kent.edu

• BY PHONE

  330-672-3100

CBA® REGISTRATION

Have questions regarding the registration process?

View CBA® Registration Information