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Examining the Perceptions of Brand Images Regarding Competing MBA Programs

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Bibliographic Details
Title: Examining the Perceptions of Brand Images Regarding Competing MBA Programs
Language: English
Authors: Hinds, Timothee, Falgoust, Dexter, Thomas, Kerry, Budden, Michael C.
Source: American Journal of Business Education. 2010 3(12):7-18.
Availability: Clute Institute. 6901 South Pierce Street Suite 239, Littleton, CO 80128. Tel: 303-904-4750; Fax: 303-978-0413; e-mail: Staff@CluteInstitute.com; Web site: http://www.cluteinstitute.com
Peer Reviewed: Y
Page Count: 12
Publication Date: 2010
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Business Administration Education, Masters Programs, Undergraduate Students, Competition, Concept Mapping, Focus Groups, Reputation, Student Attitudes, Questionnaires, Likert Scales, Correlation, Familiarity, Educational Quality, Educational Environment, Paying for College, Gender Differences, Marketing
Geographic Terms: Louisiana
ISSN: 1942-2504
Abstract: 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 used to compare MBA programs. A questionnaire was designed and distributed and the results were analyzed using perceptual maps.
Abstractor: As Provided
Number of References: 10
Entry Date: 2015
Accession Number: EJ1058291
Database: ERIC
Description
Abstract: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 used to compare MBA programs. A questionnaire was designed and distributed and the results were analyzed using perceptual maps.
ISSN:1942-2504