Branding MBA programs: the use of target market desired outcomes for effective brand positioning

Abstract

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.

Keywords:

• branding
• positioning
• MBA program

Notes

‘Workload is challenging’ loaded at about the same level on four of the five components, but none of the loadings reached the .4 cutoff. Its highest loading was on the first factor of deep learning outcomes.

PCA results were not included in this table since the identified components are combinations of variables and all of the highest importance rated ones are included within the factors. All items included in the table, except part-time/flexible program options and location, are included items within the components. Therefore, including the PCA results does not change the results of the analysis of Table 5.