The customer-based brand equity (CBBE) framework was developed for commercial buying purposes but has been applied in this study to institutional marketing, i.e. to MBA programs in Dutch business schools. Although academic institutions spend significant amounts of their budgets on Marketing, branding research for this field is still limited. To…

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

Business communication programs and business school competitions are a prevalent component of graduate-level business education. Both activities help students develop problem-solving skills, critical thinking, high-level communication, and applied experiential learning. While business competitions may aid in the development of advanced…

Business education is undergoing paradigmatic changes, and business schools are feeling the brunt of these changes. This article proposes that "business as usual" is over for traditional business schools. Using Ohmae's 3Cs--customers, competitors, and company--as an analytical framework, I examine important changes from different vantage…

In today's economic environment, it is crucial to create a strong, consistent brand image within a graduate business program. This study examines the perceptions that students at Southeastern Louisiana University hold about its MBA program and the MBA programs of its main competitors. A focus group was conducted to identify competitors and factors…