ERIC Number: ED218995
Record Type: RIE
Publication Date: 1979
Reference Count: 0
Marketing Proposal for a Dallas Based MBA Program.
Garin, Robert H.
Universities offering the Masters of Business Administration (MBA) degree in Texas were compared, and students presently enrolled in graduate business courses at East Texas State University (ETSU), Dallas, were surveyed. In addition, a marketing proposal to increase student enrollment is proposed. The following seven universities that offer MBA programs for the fully-employed student were surveyed with regard to class scheduling and tuition: Pepperdine University, North Texas State University, Southern Methodist University, Texas Christian University, the University of Dallas, the University of Texas at Arlington, and East Texas State University. Four of the seven institutions offer Saturday courses, but no public institution offers Saturday courses for regular degree-seeking students. It is suggested that a marketing opportunity exists on Friday evening, since no institution offers course work at that time. The public institutions enjoy a distinct competitive advantage over the private institutions in regard to tuition costs. Administration of the 32-item questionnaire to 96 students enrolled in ETSU graduate business courses provided data on student characteristics and preferences. It is suggested that since 38 percent of the students receive some financial assistance for additional college schooling, ETSU could probably market the benefits of its program to employers. It is recommended that: advertising be conducted to promote the ETSU MBA program; ETSU initiate Friday evening and Saturday course offerings in Dallas; Monday through Thursday evening courses continue to be offered; and a modified summer trimester formally be adopted to accommodate the nontraditional student. The student questionnaire and responses are appended. (SW)
Descriptors: Business Administration Education, Enrollment, Evening Programs, Higher Education, Marketing, Masters Degrees, Nontraditional Students, Private Colleges, Publicity, Scheduling, School Surveys, State Colleges, State Universities, Student Employment, Student Recruitment, Summer Programs, Trimester System, Tuition, Weekend Programs
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A
Identifiers: East Texas State University Dallas