Marketing Executive MBA Programs: A Comparison of Student and Sponsoring Organization Decision Considerations

ABSTRACT

Unlike most university administrators who market and recruit students for a master of business administration (MBA) program, EMBA directors must market and recruit both students and supporting organizations. This paper reports the results of a mail survey completed by currently enrolled students and the organizations that supported these students in five Midwest regional EMBA programs. The study compares the decision considerations used by students when selecting an EMBA program and the decision considerations organizations use when deciding to support an employee in such a program. The findings from this study provide direction for EMBA directors in strengthening recruiting efforts of both students and organization sponsors.

KEYWORDS:

• Executive MBA
• higher education choice
• decision considerations
• marketing EMBA programs