This article discussed the ways universities promote their MBA programs. The popularity of MBA programs has grown and the need to differentiate and communicate and market effectively is necessary to remain competitive. Scheduling, specific MBA tracks, mode of delivery, and program ranking are important to students. The article only discussed programs that are accredited by the Association to Advance Collegiate Schools of Business "AACSB". The article studied 285 MBA accredited program's websites to collect qualitative data that is available to prospective students. The study attempts to find how the supply side (MBA programs) can adjust and meet expectations of the demand side (students) to stay competitive.
The findings indicate that while there is a lot of data among the schools' websites, there is little info on some specific factors. The results are categorized into ten tables which group together related factors. The tables include: university (statistics, history), quality (accreditation, ratios); student specific info (profile, diversity, GPA); MBA program (objectives, courses, structure); career (networking, co-op); and admission/administrative (admissions, policies, prerequisites), information link (contact info, affiliate links); marketing (events, benefits); faculty (who); and monetary (cost of tuition, scholarships).
Over 97% of the schools studied do not have a link to apply, deadline and admission policy on their website and only 10% include information on career services and networking benefits/opportunities for MBA students. The most common factors which are included in 30% of the schools websites is types of MBA program available, program objectives and information about the program, however under 5% contain information on the benefits of their MBA program.
The findings indicate that further research needs to be done on student information needs and what MBA program websites should supply. In addition, student perspectives for selecting MBA programs and their experience during and after should be studied.
Bal, V., Anitsal, I., & Anitsal, M. M. (2014). AACSB ACCREDITED MBA PROGRAMS IN THE US: WHAT SCHOOLS COMMUNICATE ABOUT THE GRADUATE PROGRAMS IN THEIR WEBSITES. Academy Of Educational Leadership Journal, 18(2), 35-43.
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The findings indicate that while there is a lot of data among the schools' websites, there is little info on some specific factors. The results are categorized into ten tables which group together related factors. The tables include: university (statistics, history), quality (accreditation, ratios); student specific info (profile, diversity, GPA); MBA program (objectives, courses, structure); career (networking, co-op); and admission/administrative (admissions, policies, prerequisites), information link (contact info, affiliate links); marketing (events, benefits); faculty (who); and monetary (cost of tuition, scholarships).
Over 97% of the schools studied do not have a link to apply, deadline and admission policy on their website and only 10% include information on career services and networking benefits/opportunities for MBA students. The most common factors which are included in 30% of the schools websites is types of MBA program available, program objectives and information about the program, however under 5% contain information on the benefits of their MBA program.
The findings indicate that further research needs to be done on student information needs and what MBA program websites should supply. In addition, student perspectives for selecting MBA programs and their experience during and after should be studied.
Bal, V., Anitsal, I., & Anitsal, M. M. (2014). AACSB ACCREDITED MBA PROGRAMS IN THE US: WHAT SCHOOLS COMMUNICATE ABOUT THE GRADUATE PROGRAMS IN THEIR WEBSITES. Academy Of Educational Leadership Journal, 18(2), 35-43.
https://libproxy.usouthal.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=100277003&site=eds-live