2. Introduction
This report shows the key findings of managing the Client Consultant Relationship focus
groups that were agreed upon during the course of developing our contractual agreement
with Bonnie McEwan.
Background Information
The purpose of the focus groups was to identify what drew students to Milano/GPIA and for
the consulting team to provide information in order for the marketing team to improve the
branding efforts of the programs. The research was conducted through three focus groups
and a number of private interviews. Our evaluation explored students from OCM, NPM,
Urban Policy and GPIA. Every member of the team facilitated at least one focus
group/interview.
The following is a breakdown of the students who participate in the focus group/interviews:
- 4 Non Profit Management Students
- 3 Organizational Change Management students
- 2 GPIA students
- 2 Urban Policy student
Within this sample there were two international students.
Summary of Findings
The participants expressed satisfaction with the decision to attend Milano/GPIA. As we
conducted the focus groups and interviews a common theme began to emerge amongst the
students. In finding out what brought students to Milano/GPIA we learned that students
were attracted to the "hands-on", client-based learning approach of their program. There
was a common sense that the programs that students were enrolled in suited their
objectives. Students indicated this by saying that “it (the program) fit me” or I found it.
This program was just for me”. Another student said, “Milano is not just a school, it is a
community”.
Additional common threads were:
Affordability: ability to receive financial aid and scholarship
Flexibility: part/time and full/time option, classes at night, the idea of build their own
curriculum (portfolio).
Environment: it is nurturing, it is related to the small size of classes and to the "open-door"
policy with faculty. Concern with social impact throughout the university
Faculty members' professional reputation
Progressiveness: as a non-traditional and innovative curriculum
Program-specific comments
GPIA students mentioned that the program is rapidly growing with new enrollment each
semester. They were concerned that this integration and growth might diminish the
intimacy and nurturing component of the program.
3. Management programs: students from these programs indicated that the
policy/management academic blend was a little confusing to understand initially, but once
enrolled at Milano they understood the value of both programs.
Management program students also agreed that one of the major influences that factored
into their decision to enroll was that they were impressed with the confidence and skill set
displayed by both alumni and professors. The professor’s ability to engage prospective
students during open house events was another major draw that brought students to
Milano.
Urban Policy: Policy students mentioned that the New School has distinct academic
programs for perspective students. Another theme that generated amongst policy students
was their focus on policy with the option of taking management courses.
International Students: International ranking. The offer of a one year post masters
degree influenced international students to enrollment. Because of the differences within
other countries' educational systems the post master degree seemed very attractive to
international students.
Recommended Survey
A. What are the major factors that brought you to Milano/GPIA?
a) Hands-on practical approach in the coursework
b) Affordability
c) Ability to build your own portfolio
d) Other (please elaborate)
B. Was the NYC location an influence in your decision to enroll in Milano/GPIA?
a) Yes b) No
C. Did the option to take both part/time and full/time classes affect your decision to enroll in
Milano/GPIA?
a) Yes b) No
D. How did you first learn about your Program (Urban Policy, NPM, OCM, and GPIA)?
a) The New School website
b) Word of mouth
c) Advertisement
d) Other (please elaborate)
E. Please rank the following from 1-8 (1 being the most important), according to the
importance that each had in your decision to choose Milano/GPIA:
Hands on learning, practical aspect
Concern with social impact
Affordability
Career Services
Integration between policy and management
4. Reputation and experience of faculty
Time of day of classes
Non-traditional approach
Ability to build your own curriculum (portfolio)
F. Is there any additional information that we should know?
G. Which program are you in?
H. Are you an international student? a) Yes b) No
Preliminary Recommendations
The focus groups and interviews represented only a sample of students enrolled at
Milano/GPIA; therefore the views expressed are not necessarily representative of the entire
student population. The information gathered from the sample population was used as
indicators for the survey. These findings will contribute to the marketing and branding
effort.
The sense of community perceived by students once they are enrolled in a program
should be presented with more strength on the school's website and at open
houses.
By maintaining and reinforcing open houses it is also important to have a well-known
representative presenting the benefits of enrolling.
Highlight the importance of the Post Masters Degree programs
Highlight the rankings were the University is ranked
Highlight the benefits of the Career Services Department during student admission
NYC location
The consortium of services (Libraries and the opportunity to take classes at other
school and universities)
We believe these bullets points should be included in any marketing plan that The New
School marketing department implements.
Prepared by:
AJ Stone
Maria Jose Onetto
Simply Denise
Sarah Lawrence
