This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the Indian context, communicating a business school brand…

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…

The market for management education has grown rapidly over the past 40 years. However, increasing competition stemming from new entrants such as for-profit universities and from the globalization of management education have changed the dynamics of the market thereby presenting business schools with difficult challenges. The process of disruption…

The need to develop marketing strategies in higher education is evident. In order to develop effective strategies, marketers must understand the basic needs that their product fulfills. Exploratory research was utilized to identify and better understand the needs that motivate consumers to pursue an MBA degree. This paper emphasizes the importance…

A survey of 467 business students at Virginia Commonwealth University investigated results of the business school's tuition differential pricing strategy, which charges a higher tuition in order to provide students with strong computer and technological instruction and support. Results indicated the additional services created added value for…

Describes the extent and nature of the movement to restructure the master's degree in business administration (MBA) to meet current market needs, based on results of a national survey of accredited programs. Concludes that restructured programs offer unique opportunities to market the programs to different segments of the graduate business school…

A survey of 65 freshman and 195 junior business administration majors in one metropolitan state university investigated student perceptions of institutional attributes salient in college choice. Results suggest standards of institutional quality are difficult to establish, since evaluations of institutional performance are not consistent, even…

A survey of 222 doctoral business students from private and public universities found 10 of 52 criteria important in selection of doctoral institution: programs, academic reputation, degree marketability, faculty contact time, accreditations, assistantship/campus employment, financial aid, placement reputation, completion time, and library size.…

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…

This 5-year study of undergraduates at a small western private college revealed similarities and differences between males and females in their expectations of business programs (e.g., women's greater desire for experiential learning), which point to product development and promotional strategies that can be targeted toward female students. (EV)

A study of 166 business administration students attending summer school identified 4 factors influencing summer enrollment: academic issues (meeting grade standards or course requirements, etc.); desire to become more independent; financial issues; and traditional summer school motivations. Implications for marketing are discussed. (MSE)

A University of Western Australia market segmentation study for the masters program in business administration examined the relationship between Graduate Management Admission Test scores, work experience, faculty of undergraduate degree, gender, and academic success in the program. Implications of the results for establishing admission criteria…

A survey of 1,967 alumni of a college school of business was designed to enhance strategic institutional planning. It had four objectives: (1) to identify skills developed or enhanced by the program; (2) to identify program strengths and weaknesses; (3) to determine levels of expectation and student satisfaction; and (4) to identify issues for…

College and university marketing departments should use the technique of positioning to increase enrollments. The triangular approach to positioning uses close scrutiny of the student profile, the benefits marketing courses offer, and the competition the department faces within and outside the business school. The technique can also be used by…