ERIC Number: EJ1057207
Record Type: Journal
Publication Date: 2011-Jul
Abstractor: As Provided
Reference Count: 8
Using Student Input to Develop a Marketing Strategy for an Executive MBA Program
Geissler, Gary L.
Journal of Case Studies in Education, v2 Jul 2011
Despite continued growth in the number of Executive MBA (EMBA) Programs in the U. S. and worldwide, previous research concerning the marketing of EMBA Programs has been very limited. Here, the author investigates ways to successfully market an EMBA Program at a southern U. S. university. Extensive exploratory research was conducted among current EMBA students and alumni. Among the key findings, professionals seek many benefits from the EMBA degree, including career advancement, higher pay, more employment options, increased confidence, more business knowledge and skills, professor "face time," and networking opportunities. A proposed marketing strategy for the EMBA Program is discussed.
Descriptors: Student Attitudes, Marketing, Strategic Planning, Administrator Education, Business Administration Education, Masters Programs, Educational Benefits, Feedback (Response), Educational Trends, Career Development, Student Motivation, Compensation (Remuneration), Employment Opportunities, Self Esteem, Business Skills, Teacher Student Relationship, Expenditure per Student, Delivery Systems, Graduate Students, Focus Groups
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A