Understanding MBA Consumer Needs and the Development of Marketing Strategy

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.     

Education, Learning and Understanding: the process and the product

ABSTRACT Recent educational theorising about the nature of teaching, learning and assessment has made much of a distinction between processes and products and of so-called process models of education und curriculum. Following on from reflections on the historical provenance and subsequent evolution of process talk in psychology and the philosophy of mind it is argued in this article that such talk can only import serious conceptual confusion and ambiguity into our attempts to understand clearly and adequately the business of human learning. In the light of this it would be altogether better for us to expunge the language of process from the discourse of education.     

如何理解电视播音主持人学习的路向

播音主持艺术专业的教学,应该重视正确的学习路向,即感性、知性、理性和悟性的过程。对此,本文尝试从常规教学出发,联系实际,探讨这一路向的可行性和规律所在。     

Understanding allyhood as a developmental process

Rhian Waters challenges us to move beyond the concept of allyhood as identity and applies student development theory to the development of social justice allies.     

Segmenting the MBA Market:

This paper discusses segmentation of the potential MBA student market according to demographic criteria, based on the assumption that student success (identified as completion of the degree within five years) is indicative of client satisfaction. The University of Western Australia's MBA program began in 1973. Using the records for this period, demographic variables are tested as predictors of student success. It is found that students who have been admitted without taking the Graduate Management Admissions Test (GMAT) do significantly worse than average, as do those students whose previous degrees were in the professional fields of Medicine, Law and Architecture. Women do less well than men, though this is explained by the facy that a larger percentage of women have been admitted without GMAT scores. It is also found that, for those students admitted to the couse, the GMAT score (except for very high scores) and the years of work experience are not significantly related to success. This result is interpreted as indicating, not that GMAT score and work experience are unrelated to success, but rather that these criteria have been appropriately weighed against other criteria in the selection procedure.     

The future of the MBA in the UK

The MBA has always aroused controversy in the UK. The background to this and some explanations are presented, together with an analysis of what is perceived by some to be a crisis for MBA provision. Whilst the number of programmes has expanded, demand, particularly for full-time programmes, has weakened due in part to the recent recession. The paper offers explanations of these adjustments and some evidence that the MBA is gradually becoming a standard qualification for senior management. It is argued that what appears a crisis is an overdue adjustment of expectations. Graduation salary premia have declined as the supply of places and graduates has increased. As a consequence, most schools will experience pressures to reduce experience requirements and real fee levels. Increased customer price-consciousness will result in a greater focus on costs for business schools and their faculty. A brief history of the origins and evolution of the MBA in the USA and UK is provided, with an emphasis on the importance of the revised US model of the early 1960s for the subsequent success and upward drift of the MBA. A number of tensions and challenges in MBA provision are identified.     

Use of the Case Method in MBA Education

The position of the case method in MBA education is discussed, followed by an examination of the nature of business cases, benefits to be derived from the case method, roles for students and instructors in case-oriented courses, and issues concerning integration of cases into an overall course design. It is argued that case analysis helps students to develop the kinds of skills that are essential to success in business organizations: identification and analysis of complex business problems, application of judgment in developing solutions, interactive problem-solving, and persuasive presentation of conclusions. The case method presents special challenges to both the instructor and the student. Both are required to sacrifice their traditional roles. The instructor is a facilitator rather than a content expert, and the student must assume a highly active role, providing the substantive content for the discussion. Both instructor and student are well rewarded for their adjustments by the many benefits of the case method.     

MBA教育：借鉴与思考

章根据国内外MBA教育的现状，分析了MBA的培养目标、培养教育方式及其特点，并在此基础上，结合国内MBA教育的要求和形势，对即将开展MBA教育的院校提出若干建议。     

Capabilities of traditional quantitative admissions criteria in predicting performance of off‐campus engineering graduate students enrolled in videotaped courses

This paper examines many of the traditional measures used to admit students to tertiary study and tests their efficacy against subsequent performance. The groups involved were on‐campus and off‐campus engineering students. The conclusions were that traditional admissions criteria offer little in their ability to predict student performance in the different modes of study.     

关于开展国防MBA教育的思考

随着新军事变革的不断深入,军队建设需要大批适应市场经济环境、掌握国防资源规划与计划、装备采办管理、后勤管理等知识和技术的高级管理人才,以提高国防资源利用效率.在分析外军MBA人才培养现状的基础上,结合我军人才需要的实际,提出了国防MBA的培养目标、培养对象以及应当把握的原则,提出了MBA人才培养和科学研究的重点领域,为实施国防MBA教育提供思路.     

迎接MBA教育的新时代

12年,弹指一挥间! 中国的MBA教育从最初的1991年9所院校,几百名在校生,发展到今天87所院校,数万名在校生,春秋十二度,星星之火已成燎原.为总结12年来中国MBA教育的得与失,探讨中国MBA教育的发展趋势,来自国内外的专家学者、MBA教育精英,于9月12日共聚北京,参加首届中国教育峰会·MBA教育论坛.     

浅谈MBA管理沟通课程教学

管理沟通课程是MBA教育中的必修课程之一,在我国还处在推广阶段.作者参照国外的教学与教材,结合自己几年来的教学实践,就管理沟通课程的教学目标、教学内容、教学特点和教学方法及有关的其它问题作了较全面的论述.     

Developing Asynchronous MBA Courses in the World Wide Web

This article describes the use of the Internet and the World Wide Web for the asynchronous delivery of MBA coursework. The planning and implementation processes are described, as are resources used to implement content creation and design of the delivery system. A Web committee was created to appraise the need for consultants, set priorities for course development, recommend content design, recommend hardware and software for delivery and student access, and study security for examinations.     

Gender imbalance in college applications: Does it lead to a preference for men in the admissions process?

Using data from 13 liberal arts colleges, we test for a preference for men in the college admissions process. We find that gender does matter, but in a complex way. Men do appear to be given preference as college applicant pools become more female. Consistent with this pattern, we find clear evidence of a preference for men in historically female colleges—which have the highest percent female applicant pools. Being a male applicant raises the probability of acceptance at these schools by between 6.5 and 9 percentage points. We find no significant male preference in historically co-educational or historically male colleges despite the fact that their applicant pools are more than 50% female. We also find that the bottom quartile of both the applicant and acceptance pools, as measured by high school academic record, is disproportionately male. As a result, even with a gender-blind admissions policy, the lower tail of college classrooms is likely to be dominated by men.     

全球MBA教育调查分析及其启示

通过对商学院研究生入学管理委员会全球MBA调查数据的分析,提出问题,希望对国内MBA院校有所启示。     

我国MBA项目招生特点分析

MBA教育在我国经过30年的发展,已经成为培养中高层企业管理人才的重要途径,文章对2010年以来MBA的报考人数、报录比、地区间招生差异等指标进行了统计分析,指出当前我国MBA招生存在报名数量持续增长,报录比趋于稳定,地域间在招生数量、项目招生规模、学费水平等方面差异显著等特征。     

工商管理专业会计学教学改革的思考

为了实现工商管理专业的专业目标,提高学生学习会计学的积极性和主动性,保证教学质量,全面提高学生的综合素质,本文对工商管理专业会计学的教学目标的确定,教学内容的选择,教学方法和手段的改革提出了一些建议。