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ERIC Number: EJ892297
Record Type: Journal
Publication Date: 2010-Jan
Pages: 33
Abstractor: As Provided
ISSN: ISSN-0884-1241
Branding MBA Programs: The Use of Target Market Desired Outcomes for Effective Brand Positioning
Heslop, Louise A.; Nadeau, John
Journal of Marketing for Higher Education, v20 n1 p85-117 Jan 2010
Branding is about delivering on desired outcomes. The importance of positioning program offerings on the basis of outcomes sought in the education market is illustrated in this study of choice of an MBA program by prospective students. MBA fair attendees were surveyed and multiple methods were employed to determine the importance of desired outcomes and the ratings of MBA programs on their ability to deliver these outcomes. In a highly competitive market, differentiation and effective positioning appear to be the keys to success of both the two competing business schools studied. (Contains 5 tables, 1 figure, and 2 notes.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada