ERIC Number: EJ549260
Record Type: Journal
Publication Date: 1997
Reference Count: N/A
Repositioning the MBA: Issues and Implications.
Goldgehn, Leslie A.; Kane, Kathleen R.
Journal of Marketing for Higher Education, v8 n1 p15-24 1997
A study using eight focus groups of men and women (n=approximately 60) enrolled in undergraduate and graduate business administration programs investigated reasons for current difficulty in marketing Master's in Business Administration (MBA) programs. Results suggest that to increase the degree's value, schools should serve existing market segments better, upgrade program quality and services, and attend to underrepresented markets. (Author/MSE)
Descriptors: Business Administration Education, College Students, Educational Attitudes, Educational Demand, Educational Improvement, Educational Quality, Educational Trends, Focus Groups, Graduate Students, Higher Education, Marketing, Masters Degrees, Student Attitudes, Student Recruitment, Surveys, Trend Analysis
Publication Type: Journal Articles; Opinion Papers; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A