Final

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Final

  1. 1. • Problem Statement • Supporting Research • In-Depth Interview • Survey • Recommendations
  2. 2. • Named after the major benefactor: Steven G. Mihaylo • Received dual accreditation by AACSB • 8,000+ undergraduate business students • Largest business school in California • Fourth largest business school in the United States Mission Statement We create and apply knowledge that transforms student lives, develops business leaders who shape the regional economy, and advances the intellectual capital of our diverse region. Vision Statement We will be the choice of Southern California's businesses and governments for college graduates, business solutions, and professional development. Dean Puri with Steven G Mihaylo
  3. 3. How to strengthen the quality and value of communication efforts by Mihaylo College 1. What is Mihaylo College's perception among students 1. How did students form those impressions 1. Level of awareness of different programs and services 2. What sources of information do the students use 3. Suggestions for improving College's programs & services 4. Suggestions for improving College's marketing efforts
  4. 4. Focus on unveiling the perceptions, feelings, and needs of current California State University Mihaylo College Business Undergraduate Students Research Process Design
  5. 5. Branding is described as a term applied to names, designs, symbols or combinations of the aforementioned that organizations use to differentiate themselves from the competition 1. Brand awareness 2. Brand image 3. Brand equity 4. Brand loyalty There are four steps in the branding process:
  6. 6. A university brand is defined as: "a manifestation of the institutions features that distinguish it from others, reflect its capacity to satisfy students' needs, engender trust in its ability to deliver a certain type and level of higher education, and help potential recruits to make wise enrollment decisions” Benefits of a university brand:itself • Improved focus of current student needs • Effectively develop student perceptions • Distinguish itself from other universities
  7. 7. How Highly Recognized University’s Brand Themselves: • A Distinctive Brand Image • Focus on Prestige Examples: College Rankings, Achievements, and Accreditations/Awards • Credible Reputation Examples: Focus on College History and Academics
  8. 8. • Central “hub” for university and college branding • Information must be easily accessible • Presented in an interactive manner • Aesthetically pleasing graphics • Relevant and updated content
  9. 9. Mihaylo College communicates in different ways: •Traditional forms Examples: Banners, posters/flyers, magazine, faculty, word of mouth, postal mail •Nontraditional forms Examples: Facebook, Twitter, LinkedIn, YouTube, Instagram, Biz Blog, The Mihaylo Website, emails
  10. 10. • One-On-One Interview • 12 Mihaylo Business Students • 7 Females; 5 Males • 3 Juniors; 9 Seniors • Four Topics Covered
  11. 11. 8.4% 91.6% Organized Mihaylo Chapman 8.4% 91.6% Interactive Mihaylo Chapman 50% 25% 25% Informative Mihaylo Chapman Both
  12. 12. 58.3% 41.7% Mihaylo Computer Background Image Correct Incorrect 41.60% 41.60% 0.00% 58.30% 16.60% Online Tools Facebook Twitter Mihylo Website LinkedIn Instagram
  13. 13. 75% 25% Emails Helpful? Yes No 66.7% 33.3% Tutoring Center Yes No 41.7% 58.3% Career Center Yes No
  14. 14. Questionnaire Design • Demographics of respondents • Image of Business School Computers • Mihaylo School Services • Mihaylo Website Focus: Find better ways to communicate with the current undergraduate students of Mihaylo College
  15. 15. Background Image on Mihaylo Business School Computers
  16. 16. Top Resources to Obtain Mihaylo College Information
  17. 17. Mihaylo Website Visits
  18. 18. Why Student’s Visit the Mihaylo Website
  19. 19. Students’ Perceptions of the Mihaylo Website
  20. 20. Mihaylo Services • 83% of students use some of the Mihaylo services • 56.3% of students use Mihaylo computer lab • 42.2% of students felt Mihaylo communicated at a level of 3 out of 5 Mihaylo Website • 66.1% of student prefer college events as a website topic • 43.6% of students wanted a more interactive website
  21. 21. • Interactivity • Invite students in • Design that is easy to: Access, View, And Digest • Linkage of portal with website
  22. 22. • Achievements • Better highlight school accreditation • Awards and prestige on front page • These add value to the Mihaylo brand
  23. 23. • Information (College News, Blog, Student Stories)
  24. 24. • Social Media Integration • Post relevant content • Drive traffic to the main site
  25. 25. • Professors (Achievements and Biographies)

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