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

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  • Louise A. Heslop
  • John Nadeau

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.

Suggested Citation

  • Louise A. Heslop & John Nadeau, 2010. "Branding MBA programs: the use of target market desired outcomes for effective brand positioning," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 85-117, June.
    • Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:85-117
    DOI: 10.1080/08841241003788110
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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.
    2. Nihat Kamil Anil & Gulnur Eti Icli, 2013. "MBA sudents' satisfaction and loyality: state vs. private universities in Turkey," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 177-198.
    3. Jonathan Kweku Dodoo & Dominic Kwaku Danso Mensah & Dandy George Dampson, 2018. "Predictors of Ghanaian Language Students Choice of Programme: The Case of University of Education, Winneba," International Journal of Learning and Development, Macrothink Institute, vol. 8(2), pages 43-60, June.
    4. Elliott, Caroline & Soo, Kwok Tong, 2013. "The international market for MBA qualifications: The relationship between tuition fees and applications," Economics of Education Review, Elsevier, vol. 34(C), pages 162-174.
    5. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.

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