2,816
Views
30
CrossRef citations to date
0
Altmetric
Articles

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

&
Pages 85-117 | Published online: 14 Jul 2010

References

  • Argenti , P. 2000 . Branding B-schools: Reputation management for MBA programs . Corporate Reputation Review , 3 ( 2 ) : 171 – 178 .
  • Barrett , P. T. and Kline , P. 1981 . The observation to variable ration in factor analysis . Personality Study in Group Behavior , 1 : 23 – 25 .
  • Beard , P. R.J. 1992 . The MBA Experience: The reality behind the myth , London, , UK : The Association of MBAs .
  • Belanger , C. , Mount , J. and Wilson , M. 2002 . Institutional image and retention . Tertiary Education and Management , 8 : 217 – 230 .
  • Bennett , R. and Ali-Choudhury , R. 2009 . Prospective students' perceptions of university brands: An empirical study . Journal of Marketing for Higher Education , 19 ( 1 ) : 85 – 107 .
  • Best graduate schools . 2009 . U.S. News and World Report , Retrieved 12 June 2009 from http://www.usnews.com/articles/education/best-business-schools/2009/04/22/business-school-rankings-methodology.html
  • Brennan , J. , Brodnick , R. and Pinckley , D. 2007 . De-mystifying the U.S. News rankings: How to understand what matters, what doesn't and what you can actually do about it . Journal of Marketing for Higher Education , 17 ( 2 ) : 169 – 188 .
  • Bristow , D. N. 1998 . Do you see what I see?: The marketing lens model in an academic setting . Journal of Marketing for Higher Education , 8 ( 4 ) : 1 – 16 .
  • Business Week . 2008 . The best schools: Full-time MBA rankings . Retrieved 12 June, 2009 from, http://www.businessweek.com/bschools/rankings/
  • Canadian Business. (2001). MBA Ranking 2001. November. Toronto, ON: Rogers Media.
  • Canadian Business. (2005). Home page. Retrieved 12 June, 2009, from, http://www.canadianbusiness.com/managing/education/article.jsp?content=20051102_155111_4616
  • Canadian Business . 2008 . [Home page.] Retrieved 12 June 2009 from http://list.canadianbusiness.com/rankings/mba-guide/2008/intro/Default.aspx?sp2=1&d1=a&sc1=0
  • Canadian Higher Education and Career Guide . 2009 . Canadian MBA tuition fees . Retrieved 17 June 2009 from http://www.canadian-universities.net/MBA/MBA_Tuition_Canada.html
  • Carrel , A. E. and Schoenbachler , D. D. 2001 . Marketing executive MBA programs: A comparison of student and sponsoring organization decision considerations . Journal of Marketing for Higher Education , 11 ( 1 ) : 21 – 29 .
  • Chapleo , C. 2005 . Do universities have ‘successful’ brands? . International Journal of Educational Advancement , 6 ( 1 ) : 54 – 64 .
  • Chapleo , C. 2007 . Barriers to brand building in UK universities . International Journal of Nonprofit and Voluntary Sector Marketing , 12 : 23 – 32 .
  • Chapman , R. G. 1998 . MBA quality signals . Journal of Marketing for Higher Education , 8 ( 4 ) : 29 – 48 .
  • Chen , L. H. 2008 . Internationalization of international marketing? Two frameworks for understanding international students' choice of Canadian universities . Journal of Marketing for Higher Education , 18 ( 1 ) : 1 – 33 .
  • Coccari , R. L. and Javalgi , R. G. 1995 . Analysis of students' needs in selecting a college or university in a changing environment . Journal of Marketing for Higher Education , 6 ( 3 ) : 27 – 40 .
  • Conard , M. J. and Conard , M. A. 2001 . Factors that predict academic reputation don't always predict desire to attend . Journal of Marketing for Higher Education , 11 ( 4 ) : 2 – 18 .
  • Dahlin-Brown , N. 2005 . The perceptual impact of U.S. News & World Report rankings on eight public MBA programs . Journal of Marketing for Higher Education , 15 ( 2 ) : 155 – 179 .
  • Dailey , L. , Anderson , M. , Ingenito , C. , Duffy , D. , Krimm , P. and Thomson , S. 2006 . Understanding MBA consumer needs and the development of marketing strategy . Journal of Marketing for Higher Education , 16 ( 1 ) : 143 – 158 .
  • Driscoll, C., & Wicks, D. (1998). The customer-driven approach in business education: A possible danger? Journal of Education for Business, 73(1), 58–61.
  • Eberhardt , B. and Mosher , S. 1997 . Business concerns regarding MBA education: Effects on recruiting . Journal of Education for Business , 72 ( 5 ) : 293 – 297 .
  • Edson , A. 1979 . How other companies assess MBA recruitment: Some make it big, others stumble . Management Review , 68 ( 4 ) : 13 – 14 .
  • Graduate Management Admission Council . 2006 . The future of management education: What employers want . Retrieved 17 June 2009 from http://www.gmac.com/gmac/NewsandEvents/GMNews/2006/JulAug/FutureofManagementEducationWhatEmployersWant.htm
  • Gray , B. J. , Fam , K. S. and Llanes , V. A. 2003 . Branding universities in Asian markets . Journal of Product and Brand Management , 12 ( 2 ) : 108 – 120 .
  • Goldgehn , L. A. and Kane , K. R. 1997 . Repositioning the MBA: Issues and implications . Journal of Marketing for Higher Education , 8 ( 1 ) : 15 – 25 .
  • Gopalan , S. , Stitts , K. and Herring , R. 2006 . An exploratory investigation of the branding strategies of the top 50 global MBA programs . Journal of International Business Research , 5 ( 2 ) : 49 – 61 .
  • Gopalan , S. , Pabiavlas , N. and Jones , T. 2008 . Branding MBA programs: Are they sufficiently related to an institution's strategy . Proceedings of the Allied Academies Conference , 15 ( 2 ) : 372 – 376 .
  • Hemsley-Brown , J. and Goonawadana , S. 2007 . Brand harmonization in the international higher education market . Journal of Business Research , 60 : 942 – 948 .
  • Hunt, S.D., & Surgi Speck, P. (1986). Specialization and the MBA: Is the broad MBA passé? California Management Review, XXVII (3), 159–175.
  • Jenkins, R.L., Reizenstein, R.G., & Rogers, F.G. (1984). Report cards on the MBA. Harvard Business Review, September/October, 20–30.
  • Jevons , C. 2007 . Universities: A prime example of branding gone wrong . Journal of Product and Brand Management , 15 ( 7 ) : 466 – 467 .
  • Judson , K. M. , Gorchels , L. and Aurand , T. W. 2006 . Building a university brand from within: A comparison of coaches' perspectives of internal branding . Journal of Marketing for Higher Education , 16 ( 1 ) : 97 – 114 .
  • Kane , K. 1993 . MBAs: A recruiter's-eye view . Business Horizons , 36 ( 1 ) : 65 – 71 .
  • Karrh , J. A. 2000 . Evaluating belief strength and consistency in the assessment of university image . Journal of Marketing for Higher Education , 10 ( 2 ) : 1 – 9 .
  • Kathawala , Y. , Abdou , K. and Elmuti , D. S. 2002 . The global MBA: A comparative assessment for its future . Journal of European Industrial Training , 26 ( 1 ) : 14 – 23 .
  • Keller , D. L. 2002 . “ Building, measuring, and managing brand equity ” . Upper Saddle River, NJ : Pearson Education .
  • Kotler , P. and Fox , K. 1995 . Strategic marketing for educational institutions , 2 , Englewood Cliffs, NJ : Prentice-Hall .
  • Lawton, L., & Lundsten, L. (1998). Contracts between benefits expected and delivered among MBA inquires, students, and graduates. Journal of Marketing for Higher Education, 8(3), 15–29.
  • Mba 360 . 2009 . How much does an MBA cost? . Retrieved 17 June 2009 from http://www.mba360.com/mba-cost.html
  • McAlexander , J. H. , Koenig , H. F. and Schouten , J. W. 2006 . Building relationships of brand community in higher education: A strategic framework for university advancement . International Journal of Educational Advancement , 6 ( 2 ) : 107 – 118 .
  • McCallum , R. C. , Widaman , K. F. , Zhang , S. and Hong , S. 1999 . Sample size in factor analysis . Psychological Methods , 4 ( 1 ) : 84 – 89 .
  • Melewar , T. C. and Akel , S. 2005 . The role of corporate identity in the higher education sector: A case study . Corporate Communications: An International Journal , 10 ( 1 ) : 41 – 57 .
  • Neelankavil , J. 1994 . Corporate America's quest for an ideal MBA . Journal of Management Development , 13 ( 5 ) : 38 – 52 .
  • Nicholls , J. , Harris , J. , Morgan , E. , Clarke , K. and Sims , D. 1995 . Marketing higher education: The MBA experience . International Journal of Educational Management , 9 ( 2 ) : 31 – 38 .
  • Opoku , R. A. , Hultman , M. and Saheli-Sangari , E. 2008 . Positioning in market space: The evaluation of Swedish universities’ online brand personalities . Journal of Marketing for Higher Education , 18 ( 1 ) : 124 – 144 .
  • Parameswaran , R. and Glowacka , A. E. 1995 . University image: An information processing perspective . Journal of Marketing for Higher Education , 6 ( 2 ) : 41 – 56 .
  • Pfeffer , J. and Fong , C. T. 2004 . The business school ‘business’: . Some lessons from the U.S. experience. Stanford Research Paper Series. Research paper no. 1855
  • Phillips, C.R., & Phillips, A.S. (1998). The tables turned: Factors MBA students use in deciding among prospective employers. Journal of Employment Counseling, 35(4), 162–68.
  • Pike , S. 2004 . The use of repertory grid analysis and importance-performance analysis to identify determinant attributes of universities . Journal of Marketing for Higher Education , 14 ( 2 ) : 1 – 18 .
  • Pitt , L. F. and Berthon , P. 2004 . Branding the MBA product. It's a LOT more difficult than what we teach . European Forum for Management Development (EFMD) Magazine , Autumn : 29 – 33 .
  • Pitt , L. F. , Berthon , P. , Spyropoulau , S. and Page , M. J. 2006 . How well are business schools managing their brands? A research note . Journal of General Management , 31 ( 3 ) : 1 – 10 .
  • Rapert , M. I. , Villiquette , A. , Smith , S. and Garretson , J. A. 2004 . The meaning of quality: Expectations of students in pursuit of an MBA . Journal of Education for Business , 80 ( 1 ) : 17 – 24 .
  • Richards-Wilson , S. 2002 . Changing the way MBA programs do business—Lead or languish . Journal of Education for Business , 77 ( 5 ) : 296 – 300 .
  • Saban , K. , Lackman , C. , Lanasa , J. and Burns , D. 2000 . MBA marketing curriculum for the 21st century . Journal of Marketing for Higher Education , 10 ( 2 ) : 27 – 38 .
  • Schuster , C. P. , Costantino , P. and Klein , N. M. 1988 . The process of choosing institutions of higher learning . Journal of Marketing for Higher Education , 1 ( 2 ) : 37 – 54 .
  • Segev , E. , Raveh , A. and Farjoun , M. 1999 . Conceptual maps of the leading MBA programs in the United States: Core courses, concentration areas . Strategic Management Journal , 20 ( 6 ) : 549 – 565 .
  • Shemwell , D. J. and Yavas , U. 1996 . Positioning of universities in the marketplace: An illustration of two analytic techniques . International Journal of Management , 13 ( 1 ) : 43 – 51 .
  • Stevens , G. E. 2000 . The art of running a business school in the new millennium: A dean's perspective . Society for Advancement of Management Advanced Management Journal , 65 ( 3 ) : 21 – 28 .
  • Stiber , G. 2001 . Characterizing the decision process leading to enrollment in master's programs: Further application of the enrollment process model . Journal of Marketing for Higher Education , 11 ( 2 ) : 91 – 107 .
  • Taylor , R. E. and Reed , R. R. 1995 . Situational marketing: Application for higher education institutions . Journal of Marketing for Higher Education , 6 ( 1 ) : 23 – 36 .
  • Thunderbird Global School of Management. (n.d.). The cost of an MBA. Retrieved 17 June 2009 from http://www.mbaprograms.org/mbafinance/thecostofanmba.asp
  • Waeraas , A. and Solbakk , M. N. 2009 . Defining the essence of a university: Lessons from higher education branding . Higher Education , 57 : 449 – 462 .
  • Wall Street Journal . 2007 . Where the schools rank . Retrieved 15 June 2009 from http://online.wsj.com/public/resources/documents/MB_07_Scoreboard.pdf
  • Webb, M.S., & Allen, L.C. (1995). Benefits of a graduate business degree: Students' perspectives and universities' challenges. Journal of Marketing for Higher Education, 6(2), 57–71.
  • Wiese , M. D. 1994 . College choice cognitive dissonance: Managing student/institution fit . Journal of Marketing for Higher Education , 5 ( 1 ) : 35 – 47 .
  • Yang , B. and Lu , D. R. 2001 . Predicting academic performance in management education: An empirical investigation of MBA success . Journal of Education for Business , 77 ( 1 ) : 15 – 20 .
  • Yerak, B. (2000). As dot-coms fall, MBA's coming back: Attitudes change as century-old degree evolves. USA Today, September 25, 8.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.