Outside Consultant - UH MBA Marketing Presentation
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Outside Consultant - UH MBA Marketing Presentation

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Presentation to the UH Marketing Department for Reengagement of MBA Program

Presentation to the UH Marketing Department for Reengagement of MBA Program

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Transcript

  • 1. SHOUT IT OUT! A CASE FOR THE BAUER MBA PROGRAM
  • 2. Understanding Product Bauer MBA Program Problem Number of MBA applicants declining Goal To increase the number of applicants to the Bauer MBA program by 25% without lowering acceptance standards
  • 3. Situation Analysis Collaborators Company Customers Competitors Climate Climate
  • 4. SWOT Opportunities Threats Strengths Weaknesses
  • 5. SWOT Strengths WeaknessesCommuter School Stigma New School, Heavy Construction Neighborhood Unsteady “Young” School Online Prescence Lacking High Value School Diverse Campus Business Community Ties Vibrant City of Houston Oil & Gas Connections
  • 6. SWOT Opportunities Threats Call of Houston Rising Immigration to City Alumni Ties to University True 21st Century City Online Education Prescence Growing MBA Programs in City MBA deteriorating as “brand”
  • 7. Current Segmentation Geography 70% domestic (30% International) Come from feeder schools (UT, LSU, A&M) Residing in Houston Behavior Knowing Why (Students) Want MBA 2+ Years Experience (75%)
  • 8. Women: 33% of MBAs Business Professionals, 2+ Years TexasCentric: Houston, Dallas, San Antonio, Austin Current Targeting
  • 9. Positioning Product Price Prom otion Place
  • 10. 4 P’s Price * School Websites UT- Dallas Texas A&M- Mays UT- Austin- McCombs UH- Bauer UTSA Rice- Jones SMU TCU- Neeley Texas Tech- Rawls Texas State- McCoy Texas Southern-Jones Baylor Lamar $0 $37,500.00 $75,000.00 $112,500.00 $150,000.00 Tuition Comparisons - Texas At Large Lamar Sam Houston State UT McCombs Houston MBA Texas A&M- Mays Houston Tulane MBA St Thomas- Cameron Rice- Jones UH- Bauer Texas Southern-Jones Houston Baptist MBA $0 $30,000.00 $60,000.00 $90,000.00 $120,000.00 University Comparisons - Houston Area
  • 11. 4 P’s PlaceCampus diversity Houston social life Great networking Texas in General
  • 12. 4 P’s Prom otion Simple language Powerful messaging Cross promotions
  • 13. 4 P’s Product Full time/Part time 18 month program Executive/Global Energy MBA Certificates Business Consulting, Business Modeling, Energy Finance, Energy Investments, Energy Risk Management, Entreprenuership, Global Management, Global Supply Chain, Human Resource Management, Leadership Development, Marketing Analysis, Product Management Real Estate, Sales Leadership Bauer Excellence Initiatives
  • 14. Synthesis of Problem
  • 15. Synthesis of Problem Branding Important but... Website Lacking Information Powerful Choices Not Conveyed Target Customers Unaware
  • 16. Big Idea Give me the _______
  • 17. Big Idea Give me the _______ Big Idea Give me the _______ Shout It Out!
  • 18. Segmentation - Give me the _______ Apply Don’t Apply First Choice Not First Choice Everyday Player “On the Sidelines” Premium All-Stars “Different Sport”
  • 19. Targeting - Give me the _______ Texas Potentials High Achievers Longer Work History Best of the Best Social Achievers Everyday Player “On the Sidelines” Premium All-Stars “Different Sport”
  • 20. Positioning - Give Me the ________ Product Price Prom otion Place
  • 21. Price * School Websites 4 P’s - Give Me the ________ Emphasize Scholarships Stress Prominent Faculty Adds Spotlight Brand New Facilities
  • 22. Prom otion 4 P’s - Give Me the ________ Message Media Muster Accomplishments Accolades Archives
  • 23. 4 P’s - Give Me the ________ Media Busy, Cluttered, Muddled Too Many Clicks No Search on Site
  • 24. 4 P’s - Give Me the ________ Media Rearrange, Ease of Viewing and Use Image First, Up to Date and Fresh One Page Viewing PDF Media Ready Made
  • 25. 4 P’s - Give Me the ________ Muster Prospective Student Story Need to Emphasize/Grow Ambassador Program Current Students for Position, FB Page /Forums
  • 26. 4 P’s - Give Me the ________ MusterKnowledgeable Phone Call Protocol Student-led Initiatives via Social Media Follow up Key to Point of Sale
  • 27. 4 P’s - Give Me the ________ Message No Validation for Powerful Choice Accomplishments Not Voiced Diversity Seen, Not Heard 4 P’s - Give Me the ________ Message No Validation for Powerful Choice Accomplishments Not Voiced Diversity Seen, Not Heard
  • 28. Message 4 P’s - Give Me the ________ Message Use Business Leaders in Messages Convey Bauer’s Accomplishments Powerful Choice Works/Only with Validation Promote Academic Competition/ Debates/Talks
  • 29. 4 P’s MessageWhat do these companies have in common?
  • 30. 4 P’s Message Operations
  • 31. Conclusion - Thriving Houston, Economy Needs Competent Workforce - Bauer MBA Marketing Solid Yet Lacking - Change of Marketing Focus: Media, Muster, Message
  • 32. Thank You