SHOUT IT OUT!
A CASE FOR
THE BAUER
MBA PROGRAM
Understanding
Product
Bauer MBA Program
Problem
Number of MBA applicants declining
Goal
To increase the number of applican...
Situation Analysis
Collaborators Company
Customers Competitors
Climate Climate
SWOT
Opportunities
Threats
Strengths
Weaknesses
SWOT
Strengths
WeaknessesCommuter School Stigma
New School, Heavy Construction
Neighborhood Unsteady
“Young” School
Online...
SWOT
Opportunities
Threats
Call of Houston
Rising Immigration to City
Alumni Ties to University
True 21st Century City
Onl...
Current Segmentation
Geography
70% domestic (30% International)
Come from feeder schools (UT, LSU, A&M)
Residing in Housto...
Women: 33% of MBAs
Business Professionals, 2+ Years
TexasCentric: Houston, Dallas,
San Antonio, Austin
Current Targeting
Positioning
Product Price
Prom
otion Place
4 P’s Price
* School Websites
UT- Dallas
Texas A&M- Mays
UT- Austin- McCombs
UH- Bauer
UTSA
Rice- Jones
SMU
TCU- Neeley
Te...
4 P’s
PlaceCampus diversity
Houston social life
Great networking
Texas in General
4 P’s Prom
otion
Simple language
Powerful messaging
Cross promotions
4 P’s
Product
Full time/Part time
18 month program
Executive/Global Energy MBA
Certificates
Business Consulting, Business M...
Synthesis of Problem
Synthesis of Problem
Branding Important but...
Website Lacking Information
Powerful Choices Not Conveyed
Target Customers ...
Big Idea
Give me the _______
Big Idea
Give me the _______
Big Idea
Give me the _______
Shout It
Out!
Segmentation - Give me the _______
Apply
Don’t
Apply
First Choice
Not
First Choice
Everyday
Player
“On the
Sidelines”
Prem...
Targeting - Give me the _______
Texas Potentials
High Achievers
Longer Work History
Best of the Best
Social Achievers
Ever...
Positioning - Give Me the ________
Product Price
Prom
otion Place
Price
* School Websites
4 P’s - Give Me the ________
Emphasize Scholarships
Stress Prominent Faculty Adds
Spotlight Brand ...
Prom
otion
4 P’s - Give Me the ________
Message
Media Muster
Accomplishments
Accolades
Archives
4 P’s - Give Me the ________
Media
Busy, Cluttered, Muddled
Too Many Clicks
No Search on Site
4 P’s - Give Me the ________
Media
Rearrange, Ease of Viewing
and Use
Image First, Up to Date and
Fresh
One Page Viewing
P...
4 P’s - Give Me the ________
Muster
Prospective Student Story
Need to Emphasize/Grow
Ambassador Program
Current Students f...
4 P’s - Give Me the ________
MusterKnowledgeable Phone Call
Protocol
Student-led Initiatives via
Social Media
Follow up Ke...
4 P’s - Give Me the ________
Message
No Validation for Powerful
Choice
Accomplishments Not Voiced
Diversity Seen, Not Hear...
Message
4 P’s - Give Me the ________
Message
Use Business Leaders in Messages
Convey Bauer’s Accomplishments
Powerful Choi...
4 P’s
MessageWhat	 do	 these	 companies	 
have	 in	 common?
4 P’s
Message
Operations
Conclusion
- Thriving Houston, Economy Needs
Competent Workforce
- Bauer MBA Marketing
Solid Yet Lacking
- Change of Marke...
Thank You
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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

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Outside Consultant - UH MBA Marketing Presentation

  1. 1. SHOUT IT OUT! A CASE FOR THE BAUER MBA PROGRAM
  2. 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. 3. Situation Analysis Collaborators Company Customers Competitors Climate Climate
  4. 4. SWOT Opportunities Threats Strengths Weaknesses
  5. 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. 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. 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. 8. Women: 33% of MBAs Business Professionals, 2+ Years TexasCentric: Houston, Dallas, San Antonio, Austin Current Targeting
  9. 9. Positioning Product Price Prom otion Place
  10. 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. 11. 4 P’s PlaceCampus diversity Houston social life Great networking Texas in General
  12. 12. 4 P’s Prom otion Simple language Powerful messaging Cross promotions
  13. 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. 14. Synthesis of Problem
  15. 15. Synthesis of Problem Branding Important but... Website Lacking Information Powerful Choices Not Conveyed Target Customers Unaware
  16. 16. Big Idea Give me the _______
  17. 17. Big Idea Give me the _______ Big Idea Give me the _______ Shout It Out!
  18. 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. 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. 20. Positioning - Give Me the ________ Product Price Prom otion Place
  21. 21. Price * School Websites 4 P’s - Give Me the ________ Emphasize Scholarships Stress Prominent Faculty Adds Spotlight Brand New Facilities
  22. 22. Prom otion 4 P’s - Give Me the ________ Message Media Muster Accomplishments Accolades Archives
  23. 23. 4 P’s - Give Me the ________ Media Busy, Cluttered, Muddled Too Many Clicks No Search on Site
  24. 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. 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. 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. 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. 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. 29. 4 P’s MessageWhat do these companies have in common?
  30. 30. 4 P’s Message Operations
  31. 31. Conclusion - Thriving Houston, Economy Needs Competent Workforce - Bauer MBA Marketing Solid Yet Lacking - Change of Marketing Focus: Media, Muster, Message
  32. 32. Thank You
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