2004
DOI: 10.1080/1360080042000290249
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Succeeding in the MBA Marketplace: Identifying the underlying factors

Abstract: There has been enormous growth globally in the number of both MBA providers and students over the past few decades. While inclusion in national and intemational MBA league-tables is pan ofthe marketing arsenal of every MBA supplier that appears in them, identifying the determinants of success in this ever more crowded marketplace is a far less well understood issue. On the one hand, recognition ofthe fact that the task is more complex than a simple application ofthe traditional 4Ps is obvious to all, but on th… Show more

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Cited by 32 publications
(51 citation statements)
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References 15 publications
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“…People element of marketing has the least influence on students' choice of university with a theoretical mean far below 2.50 (x= 1.450). This research finding is consistent with research report by (Ivy & Naude, 2004) which revealed that individuals are not weighted to be a compelling component in the blend with respect to forthcoming understudies. The results also showed that Product element of marketing mix most influences students' choice of university with a theoretical mean of x= 4.102 well above the theoretical mean of 2.50.…”
Section: Resultssupporting
confidence: 82%
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“…People element of marketing has the least influence on students' choice of university with a theoretical mean far below 2.50 (x= 1.450). This research finding is consistent with research report by (Ivy & Naude, 2004) which revealed that individuals are not weighted to be a compelling component in the blend with respect to forthcoming understudies. The results also showed that Product element of marketing mix most influences students' choice of university with a theoretical mean of x= 4.102 well above the theoretical mean of 2.50.…”
Section: Resultssupporting
confidence: 82%
“…According to (Hinson, 2006) the attitude, skills, appearance, and dressing of all the staffs influence the customers' mindset of the service. (Ivy & Naude, 2004) people (lecturers, registrars, heads of departments, etc) as an element of service marketing mix does not have much influence on potential students. This argument is sharply contested by researchers such as (Brassington & Pettitt, 2006), (Hollensen, 2003) and (Kotler & Fox, 1995) who argues that people element mix in higher institutions has a significant influence on prospective students.…”
Section: Peoplementioning
confidence: 99%
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“…The evaluation system by employers is of great interest for employees. The schools applied those for a quality management system (Ivy and Naude, 2004). The evaluation will create the appropriate indicators that the organization is required to accept the results of operations (Bellis-Jones, 1989;Bhargava et al, 1994;Bolton, 2004;Blattberg and Deighton, 1996).…”
Section: Discussionmentioning
confidence: 99%
“…Hay una serie de estudios que confirman que la incorporación de la orientación al marketing de las universidades contribuye a mejorar su competitividad y sus resultados posteriores (Litten, 1980;Narver y Slater, 1990;Qureshi, 1993;Taylor y Reed, 1995;Caruana, Ramaeshan y Ewing, 1998;Umashankar, 2001;Czarniawska y Genell, 2002;Maringe y Foskett, 2002;Bok, 2003;Jongbloed, 2003;Arnett, German y Hunt;Ivy y Naude, 2004;Hemsley-Brown y Oplatka, 2006;Voon, 2006;Hayes, 2007;Newman y Jahdi, 2009;Akonkwa, 2009;Maringe y Gibbs, 2009;Hemsley-Brown y Oplatka, 2010;Maringe y Mourad, 2012;Ross et al, 2013).…”
Section: óPtica De Marketing De Las Instituciones Universitariasunclassified