Understanding MBA Consumer Needs and the Development of Marketing Strategy

Dailey, Lynn; Anderson, M; Ingenito, Cristina; Duffy, David L.; Krimm, Paul; Thomson, Scott D.

doi:10.1300/j050v16n01_07

Cited by 17 publications

(16 citation statements)

References 20 publications

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“…The results suggest that students chose MBA programs that best fit their needs. The result concurs with Dailey et al (2006) study that students pursuing MBA are looking to satisfy different needs. More than three quarter of the respondents (majority) stated that their reason for pursuing MBA was personal growth and development.…”

Section: Discussionsupporting

confidence: 90%

“…This could increase the attractiveness of the university's MBA programs thereby increase the enrollment of students. Dailey et al (2006) conducted a research determine the reasons why students pursue an MBA, sorting them into broad categories such as "need for knowledge," "general business knowledge," "valuable business credential," and so forth. They found that while the degree was still a credible, valued credential often required for corporate advancement, its value had dropped over the last decade.…”

Section: Significance Of the Studymentioning

confidence: 99%

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Needs Analysis Survey of MBA Students: A Case Study

Subramaniam

Fadzilah

Yusoff

et al. 2014

IJBM

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The aim of this study was to identify the needs of prospective MBA with reference to three MBA programmes offered by a university. The three programmes are conventional MBA full time programme, conventional MBA part time programme and the fast track one year executive MBA programme. The research design was a cross-sectional field study. The research instrument was a structured questionnaire. A convenience sampling techniques was used to select the respondents. Based on the review of literature, six propositions were developed to be tested. The result of the study found that selection of the MBA programme was based on the needs of the respondents. The study also found that there was no association between age, sex, highest educational qualification and reason for studying MBA with choice of MBA programme. There was a significant relationship between employment and work experience with choice of MBA programme. Ability to choose the specialization they want for their job ranked first among reasons for selecting the conventional MBA programmes. The opportunity to pursue a one year fast track programme which was more manageable for working adults like them ranked first as the reason for selecting the executive MBA programme. Of the six research propositions, four were rejected while two were not rejected.

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Section: Discussionsupporting

confidence: 90%

Section: Significance Of the Studymentioning

confidence: 99%

Needs Analysis Survey of MBA Students: A Case Study

Subramaniam

Fadzilah

Yusoff

et al. 2014

IJBM

View full text Add to dashboard Cite

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“…When students decide on their postgraduate degree, they may choose to continue their studies at the same university if they are satisfied with the performance of the university. While many underlying elements pertain to this decision, from the university management perspective, an effective strategic orientation targeting these students is necessary (Dailey et al, 2006;Heslop & Nadeau, 2010). The present study investigates the university's brand performance, specifically in terms of its strategic orientations, to understand when students will remain committed to, for example, pursue their postgraduate studies at the same university.…”

Section: Introductionmentioning

confidence: 99%

Brand ambidexterity and commitment in higher education: An exploratory study

Nguyen

Melewar

et al. 2016

Journal of Business Research

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The study investigates a university's brand ambidexterity strategy and its effects on brand image, reputation, and commitment in higher education. A research model integrates the determinants of university-specific brand performance and proposes that commitment toward a particular university is influenced by (a) brand ambidexterity, that is, exploratory and exploitative orientations, and (b) student level responses, these being the students' perceptions with brand image and reputation leading to increased commitment with the university. Findings suggest that when students choose to commit for the study of a postgraduate degree, a variety of factors influence their decision, of which the brand performance and brand image constructs play major roles; interestingly, brand reputation is less important. The framework helps university managers in designing appropriate strategies to influence students' commitment toward the university to, for example, continue their postgraduate studies. Implications exist for broader brand management and customer management approaches that include up and cross-selling schemes

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“…This finding is very interesting and perhaps explains what happens when private colleges adopt the knowledge-as-consumer-goods approach as part of their marketing strategy (Heckman & Montera, 2001) and attempt to direct their Statement to the needs of the consumer (Dailey et al, 2006;Overton et al, 2008). The stated goals and declarations maybe constitute a type of "packaging" for the product, the bachelor's degree in behavioral science.…”

Section: Discussionmentioning

confidence: 96%

“…The consumer-needs approach sees advantages in adapting higher education to the needs of the consumer. These adaptations are generally carried out in private educational institutions, and are especially important in the technological sphere (Overton, Volkman, Silver-Pacuilla, & Gray, 2008;Tubaishat, Lanrari, & Al-Rawi, 2009) or in business administration (Dubas, Ghani, Davis, & Strong, 1998;Dailey et al, 2006). This approach is also trickling down to the public universities, some of which try to pinpoint the needs of the student-consumer.…”

Section: The Perception Of Knowledge As Consumer Goodsmentioning

confidence: 99%

Does the Behavioral Science Curriculum in a Private College Fit the Needs of the Job Market?

Pasternak¹

2014

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The perception of knowledge as consumer goods appeared with the development of private education and reflects a marketing or consumer needs approach. The consumer-needs approach sees advantages in adapting higher education to the needs of the consumer. This article examines whether the behavioral science curriculum (scope, and content) in the private college is based on the approach of knowledge as consumer goods. In addition, what is the level of satisfaction expressed by the alumni of the course, i.e. those who completed the curriculum? The study used a multi-method approach, combining textual analysis of archived documents and an online questionnaire survey of 250 alumni. The results: the scope and contents of the curriculum were only partially affected by this approach. Nonetheless, the graduates were very satisfied with the curriculum's contribution to their personal and professional skills and occupations.

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Understanding MBA Consumer Needs and the Development of Marketing Strategy

Cited by 17 publications

References 20 publications

Needs Analysis Survey of MBA Students: A Case Study

Needs Analysis Survey of MBA Students: A Case Study

Brand ambidexterity and commitment in higher education: An exploratory study

Does the Behavioral Science Curriculum in a Private College Fit the Needs of the Job Market?

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