Marketing an MBA Programme

Abstract

The article discusses several problems in educational services marketing and reports on a study of MBA student information sources before course selection. It then provides a case study of the redevelopment of the Bath University Masters Degree in Business Administration, and of the positioning of the degree in the market. It concludes that educational institutions need to improve their marketing and in particular need to understand student buyer behaviour including information gathering behaviour.

Citation

Nicholls, J. (1989), "Marketing an MBA Programme", Education + Training, Vol. 31 No. 4. https://doi.org/10.1108/EUM0000000000256