MBA Brands Positioning   San Francisco State University Spring 2010 Seth Breedlove Stoja Djakovic Vivian Wang
MBA Brands Comparison Similar = Better ?
Methods of Research Interview Survey Focus group
FILM [insert link]
Interviewees Dr. John Dopp, Director of Graduate Programs at San Francisco State University Dr. Paul Fouts, Associate Dean...
SFSU   College of Business <ul><li>“… aims to be a leading institution of business education in the San Francisco Bay Area...
GGU Edward S. Ageno School of Business <ul><li>“… prepares students for managerial and professional careers in a broad ran...
Survey Key Findings <ul><li>Q: How did you hear about the program?  </li></ul><ul><li>45.72%  76%  </li></ul><ul><li>Word-...
Communication
Influence  of Communication Source SFSU Source GGU School Website 3.73 School Website 4.16 Interaction with admission/MBA ...
Attributes of MBA Program Attributes SFSU GGU Sustainable 3.52 3.89 Convenient location 4.50 4.36 Diverse population 4.01 ...
Influence of Attributes SFSU SFSU Grand Full-Time Part-Time EMBA Domestic Foreign Right Decision Not Right Decision Answer...
Influence of Attributes GGU GGU Grand Full-Time Part-Time EMBA Domestic Foreign Right Decision Not Right Decision Answer O...
Consumer Expectations San Francisco State University School Segment Exceeding Expectations Fully Met Expectations Somewhat...
Cognitive Dissonance San Francisco State University School Segment Made Right Decision Did Not Make Right Decision Not Dec...
What 3 thoughts/feelings/ideas come to mind when you look at this image?  What is the message behind this ad?  Perception ...
SFSU &quot;Competitive program.  Competitive price” Rigorous  program   held up by  real-world  applicability   and  respe...
GGU <ul><li>“ Our SHINE campaign is to let people know  who  we are,  what  we do so well, and that they can truly  SHINE ...
Dissecting the Brands Focus Group Activity <ul><li>Before & During: SFSU </li></ul><ul><li>After:  GGU </li></ul><ul><li>R...
Recommendations <ul><li>Emphasize sustainability and accounting </li></ul><ul><li>Change advertising images </li></ul><ul>...
Thank You Questions?
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MBA Branding And Consumer Perception Study

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A comparison to the branding effectiveness of G.G.U.\'s and S.F.S.U.\'s MBA Program. Over 190 Individuals were included in this study.

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MBA Branding And Consumer Perception Study

  1. 1. MBA Brands Positioning San Francisco State University Spring 2010 Seth Breedlove Stoja Djakovic Vivian Wang
  2. 2. MBA Brands Comparison Similar = Better ?
  3. 3. Methods of Research Interview Survey Focus group
  4. 4. FILM [insert link]
  5. 5. Interviewees Dr. John Dopp, Director of Graduate Programs at San Francisco State University Dr. Paul Fouts, Associate Dean of GGU’s The Edward S. Ageno School of Business Mr. Drew Bennett, Associate at Mackenzie Communications, Inc. Mr. Morgan Dodge, Graphic Brand Manager at GGU Marketing Department
  6. 6. SFSU College of Business <ul><li>“… aims to be a leading institution of business education in the San Francisco Bay Area, with an emphasis on preparing students to succeed in an economy that is global in nature. An integrated business education with strong ties to Asia Pacific and businesses operating in that region will train students to manage effectively across cultures and business environments anywhere in the world .” </li></ul><ul><li>Rigorous </li></ul><ul><li>Real-world </li></ul><ul><li>Respected </li></ul>
  7. 7. GGU Edward S. Ageno School of Business <ul><li>“… prepares students for managerial and professional careers in a broad range of business fields through innovative programs that integrate theory with practical experience.” </li></ul><ul><li>Relevant </li></ul><ul><li>Effective </li></ul><ul><li>Empowering </li></ul>
  8. 8. Survey Key Findings <ul><li>Q: How did you hear about the program? </li></ul><ul><li>45.72% 76% </li></ul><ul><li>Word-of-mouth Total (current students, friends, family, employer/supervisor) </li></ul>
  9. 9. Communication
  10. 10. Influence of Communication Source SFSU Source GGU School Website 3.73 School Website 4.16 Interaction with admission/MBA program personnel 2.72 Interaction with admission/MBA program personnel 3.82 Reception/Open House 2.31 Personal School correspondence 3.39 Friends & Relatives 2.31 Friends & Relatives 3.19 Published Rankings 2.20 Current Students 3.05 5= A great deal 4=A good amount 3 =Some 2 =A little 1=None at all
  11. 11. Attributes of MBA Program Attributes SFSU GGU Sustainable 3.52 3.89 Convenient location 4.50 4.36 Diverse population 4.01 4.02 Accredited 4.38 3.87 Globally recognized 3.08 3.28 Affordable 3.77 3.28 Personally attentive 3.30 3.73 Networked 2.90 3.64 Other: 2.06 2.67 5= A great deal 4=A good amount 3 =Some 2 =A little 1=None at all
  12. 12. Influence of Attributes SFSU SFSU Grand Full-Time Part-Time EMBA Domestic Foreign Right Decision Not Right Decision Answer Options W/Average W/Average W/Average W/Average W/Average W/Average W/Average W/Average It was an accredited program 4.30 4.59 3.85 4.33 4.30 4.29 4.39 4.05 Quality/reputation of the faculty 3.48 3.64 3.24 3.67 3.46 3.55 3.68 3.06 Quality/reputation of the university 3.48 3.62 3.24 4.00 3.49 3.43 3.67 3.05 Location of the university 4.52 4.57 4.52 4.67 4.62 4.14 4.62 4.37 Career options availability to graduates 3.11 3.20 3.06 2.67 3.14 3.00 3.17 2.95 Published rankings of its MBA program 2.90 3.05 2.79 1.67 2.92 2.81 3.00 2.79 Cost for attendance 4.28 4.30 4.39 3.67 4.25 4.38 4.19 4.68 School offered the specific curriculum I wanted 3.65 3.64 3.82 3.00 3.78 3.19 3.86 3.32 Local respect (of school) 3.17 3.26 3.06 3.33 3.21 3.05 3.39 2.68 The school's reputation in placing graduates 2.53 2.54 2.64 1.67 2.47 2.76 2.52 2.58 The students and faculty had diverse backgrounds and experience 3.42 3.41 3.55 3.00 3.36 3.62 3.54 3.37 Appearance of facilities 3.27 3.27 3.39 2.67 3.22 3.45 3.41 3.00 Convenience of facilities 3.92 3.84 4.12 4.33 3.91 3.95 4.03 3.79 Career guidance available to graduates 2.64 2.72 2.64 1.67 2.55 3.00 2.65 2.74 Part-time/Full-time flexibility 3.90 3.67 4.45 3.33 4.08 3.24 4.06 3.68
  13. 13. Influence of Attributes GGU GGU Grand Full-Time Part-Time EMBA Domestic Foreign Right Decision Not Right Decision Answer Options W/Average W/Average W/Average W/Average W/Average W/Average W/Average W/Average It was an accredited program 4.16 4.91 4.46   4.58 3.58 4.24 3.80 Quality/reputation of the faculty 3.91 4.58 3.85   3.92 3.90 4.03 2.67 Quality/reputation of the university 3.93 3.96 4.15   4.12 3.70 4.07 2.83 Location of the university 4.30 5.00 4.31   4.31 4.30 4.41 4.50 Career options availability to graduates 3.98 4.71 4.00   4.04 3.90 3.86 4.00 Published rankings of its MBA program 3.27 3.21 3.31   3.36 3.15 3.36 2.67 Cost for attendance 3.50 4.63 3.31   3.38 3.65 3.41 3.17 School offered the specific curriculum I wanted 4.11 4.67 3.77   4.12 4.10 4.14 3.83 Local respect (of school) 3.89 4.42 3.69   4.04 3.70 3.97 3.33 The school's reputation in placing graduates 3.57 4.38 3.15   3.58 3.55 3.48 2.67 The students and faculty had diverse backgrounds and experience 3.80 4.29 3.46   3.69 3.95 3.76 3.67 Appearance of facilities 3.48 4.17 3.31   3.46 3.50 3.48 2.67 Convenience of facilities 3.93 4.22 3.92   4.08 3.72 3.85 3.83 Career guidance available to graduates 3.78 4.88 3.23   3.65 3.95 3.72 3.33 Part-time/Full-time flexibility 4.09 4.67 4.54   4.62 3.40 4.07 4.83
  14. 14. Consumer Expectations San Francisco State University School Segment Exceeding Expectations Fully Met Expectations Somewhat Expectations Not met Expectations Grand 3.80% 31.40% 53.30% 9.50% Full-Time 4.80% 32.30% 53.20% 9.70% Part-Time 2.60% 28.90% 57.90% 10.50% EMBA 0.00% 66.70% 33.30% 0.00% Domestic 4.80% 38.90% 50.60% 7.20% Foreign 0.00% 18.20% 63.60% 18.20% Golden Gate University School Segment Exceeding Expectations Fully Met Expectations Somewhat Expectations Not met Expectations Grand 12.00% 22.00% 42.00% 4.00% Full-Time 16.70% 20.80% 58.30% 4.20% Part-Time 15.40% 30.80% 46.20% 7.70% EMBA         Domestic 10.00% 23.30% 40.00% 6.70% Foreign 15.00% 20.00% 45.00% 0.00%
  15. 15. Cognitive Dissonance San Francisco State University School Segment Made Right Decision Did Not Make Right Decision Not Decided Grand 69.50% 20.00% 10.50% Full-Time 71.00% 17.70% 11.30% Part-Time 71.10% 23.70% 5.30% EMBA 66.70% 33.30% 0.00% Domestic 74.70% 16.90% 8.40% Foreign 50.00% 31.80% 18.20% Golden Gate University School Segment Made Right Decision Did Not Make Right Decision Not Decided Grand 58.00% 12.00% 30.00% Full-Time 50.00% 20.80% 29.20% Part-Time 92.30% 7.70% 0.00% EMBA       Domestic 60.00% 10.00% 30.00% Foreign 55.00% 15.00% 30.00%
  16. 16. What 3 thoughts/feelings/ideas come to mind when you look at this image? What is the message behind this ad? Perception of Visual Ads Focus Group Activity SFSU Ads GGU Ads
  17. 17. SFSU &quot;Competitive program. Competitive price” Rigorous program held up by  real-world applicability and respect by alumni and local businesses. Image Focus Group Reaction RRR Message is understood, but vague. Too serious and cold. Chair Message is “Work hard and you’ll succeed”, but has no personality. Cold and empty. Classrooms Promise of success, classrooms simulate work environment. Imaginative, creative, catchy.
  18. 18. GGU <ul><li>“ Our SHINE campaign is to let people know who we are, what we do so well, and that they can truly SHINE in their chosen career with a degree from Golden Gate University. It’s about visibility , familiarity , and success via GGU.” </li></ul><ul><li>– University President </li></ul>“ [SHINE]…focuses on the emotions behind making the decision to go back to school.” - Creative director Rational Reasoning Passionate Promise Image Focus Group Reaction Man facing sky Conveys happiness, success, bliss. Man facing right You will achieve happiness and fulfillment. Personal satisfaction, but bittersweet. Unclear, contemplative. Man on phone Hard work pays off, networking, success. The light at the end of the tunnel.
  19. 19. Dissecting the Brands Focus Group Activity <ul><li>Before & During: SFSU </li></ul><ul><li>After: GGU </li></ul><ul><li>Represent your feelings before , during , after* , and finally, about the program itself . </li></ul>
  20. 20. Recommendations <ul><li>Emphasize sustainability and accounting </li></ul><ul><li>Change advertising images </li></ul><ul><li>Communicate the message within the school </li></ul><ul><li>Build network </li></ul><ul><li>Reconnect with alumni </li></ul><ul><li>Let your students be your marketers </li></ul>
  21. 21. Thank You Questions?

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