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Understanding MBA Consumer Needs and the Development of Marketing Strategy

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  • Lynn Dailey
  • Murphy Anderson
  • Cristina Ingenito
  • David Duffy
  • Paul Krimm
  • Scott Thomson

Abstract

The need to develop marketing strategies in higher education is evident. In order to develop effective strategies, marketers must understand the basic needs that their product fulfills. Exploratory research was utilized to identify and better understand the needs that motivate consumers to pursue an MBA degree. This paper emphasizes the importance of need identification in the determination of MBA marketing strategies. Specifically, consumer needs are suggested to potentially impact market segmentation and targeting, 4-Ps decision making, and consumer satisfaction. Examples are given to assist MBA marketers in utilizing needs in developing marketing strategy.

Suggested Citation

  • Lynn Dailey & Murphy Anderson & Cristina Ingenito & David Duffy & Paul Krimm & Scott Thomson, 2006. "Understanding MBA Consumer Needs and the Development of Marketing Strategy," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 16(1), pages 143-158, January.
    • Handle: RePEc:taf:jmkthe:v:16:y:2006:i:1:p:143-158
    DOI: 10.1300/J050v16n01_07
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    Cited by:

    1. Nguyen, Bang & Yu, Xiaoyu & Melewar, T.C. & Hemsley-Brown, Jane, 2016. "Brand ambidexterity and commitment in higher education: An exploratory study," Journal of Business Research, Elsevier, vol. 69(8), pages 3105-3112.

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