The document discusses research conducted on Mihaylo College students to understand how to improve the school's communication and marketing efforts. A survey was administered to Mihaylo business undergraduates to understand their perceptions of and interactions with the school's website, computer background images, services, and sources of information. The research found that students wanted a more interactive website with easy to access content like college events and news. It also revealed opportunities to better communicate the school's achievements, accreditations, and prestige. Recommendations included enhancing the website's interactivity, linking it to a student portal, and integrating more social media content to drive traffic.

2. • Problem Statement
• Supporting Research
• In-Depth Interview
• Survey
• Recommendations

3. • 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

4. 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

5. Focus on unveiling the perceptions, feelings, and needs
of current California State University Mihaylo College
Business Undergraduate Students
Research Process Design

6. 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:

7. 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

8. 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

9. • Central “hub” for university and college branding
• Information must be easily accessible
• Presented in an interactive manner
• Aesthetically pleasing graphics
• Relevant and updated content

10. 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

11. • One-On-One Interview
• 12 Mihaylo Business Students
• 7 Females; 5 Males
• 3 Juniors; 9 Seniors
• Four Topics Covered

14. 8.4%
91.6%
Organized
Mihaylo
Chapman
8.4%
91.6%
Interactive
Mihaylo
Chapman
50%
25%
25%
Informative
Mihaylo
Chapman
Both

16. 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

17. 75%
25%
Emails Helpful?
Yes
No 66.7%
33.3%
Tutoring Center
Yes
No
41.7%
58.3%
Career Center
Yes
No

19. 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

20. Background Image on Mihaylo
Business School Computers

21. Top Resources to Obtain Mihaylo
College Information

22. Mihaylo Website Visits

23. Why Student’s Visit the
Mihaylo Website

24. Students’ Perceptions of the
Mihaylo Website

25. 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

27. • Interactivity
• Invite students in
• Design that is easy to:
Access, View, And Digest
• Linkage of portal with website

28. • Achievements
• Better highlight school accreditation
• Awards and prestige on front page
• These add value to the Mihaylo brand

29. • Information (College News, Blog, Student Stories)

30. • Social Media Integration
• Post relevant content
• Drive traffic to the main site

31. • Professors (Achievements and Biographies)