La Salle University One-Year MBA: Designing an Effective Marketing

Campaign

Nicole Fiamingo, Cassandre Luberus, Samantha Stupak

MBA 730- Marketing ResearchApril 28, 2011

Background• Current Industry Trend: One Year MBA Program Length

– Current Economic State

• History of La Salle MBA Programs

– Part-Time

– Full-Time

– One Year

– Saturday MBA

• Typical Advertising Campaign

• Major Competitors

– Drexel University, Temple University, St. Joseph’s University, Villanova University, & Penn State University

Dear Students,As graduation approaches, take some time to consider extending your education for 12 to 24 months to earn an MBA in one of La Salle University’s AACSB-accredited, internationally recognized programs. The programs are designed for recent graduates with limited work experience. Partial scholarships are available for U.S. and international students.Information on the two programs follows:One-Year MBA Program: This program is designed for students from all undergraduate majors to earn an MBA in one year. The program has three tracks: Investment Analysis, Managerial Finance, which also accommodates undergraduate accounting majors seeking to complete their 150-hour CPA requirement, and Marketing. The curriculum also offers students the opportunity to participate in faculty-led travel study.

  Full-time MBA Program: This program is also designed for students from all undergraduate majors. Students in the program can begin classes in fall, spring and summer. Students complete this program in 12 to 24 months. It offers majors in accounting, finance, management, marketing, international business, and MIS. Students have the opportunity to study abroad for a full semester in this program or to participate in faculty-led travel study.For more information on how to make your future brighter, visit our Web site at www.lasalle.edu/mba<http://eliteonlinetracking.com/.1p8k

LA SALLE UNIVERSITYGRADUATE PROGRAMS1900 West Olney AvenuePhiladelphia, Pennsylvania 19141-1199 USA

Research Purpose• Past Marketing Efforts

– Direct Mailing• Target Market

– Recent Business College graduates • Rate of success?

Problem Definition• The marketing campaign was not able to achieve the level of

response that was originally anticipated. • The marketing campaign did seek an optimal target market.

Research Objectives1. Students respond better to electronic media versus direct

mailings. 2. Students find programs through search engines.3. Students choose programs based on price, location, and

program outline. 4. A student’s current employment status directly attributes to

their desire to apply. 5. A program’s website has the potential to deter students from

applying.6. Those seeking a MBA program no longer fit in a typical

demographical box.

Information Needs• Demographic information of current students• Career status of current students• Preferred search methods for MBA programs• Number of MBA programs applied to• Deciding factors for MBA programs

Survey Methodology• Sampling procedures• Sample size• Response Rate• Sample Representativeness

Research Objectives Results

1. Students respond better to electronic media versus direct mailings.

Figure 1.1

Response %6 8%0 0%9 11%4 5%3 4%

12 15%1 1%

38 48%23 29%

Direct Mailings

Search EngineWebsite bannersOutdoor/Transit AdvertismentsRadio PromotionsEmail

OtherWord of MouthSocial Media (e.g., Facebook, Linkedin, Youtube, Twitter)

Survey # 2 How did you hear about the La Salle MBA program (check all that apply)?

Figure 1.2

2.Walked in and had a conversation with Liz who introduced me to the program1.Professor Recommanded

21.Internet search

19.La Salle Website18.Big 5 School- AACSB Accredidation17.Got a job at La Salle16.Undergrad

8.Family member that worked at La Salle

20.Education fair

9.I attended La Salle as an undergrad

7.Education fair

"Other" Selections for Survey question two

15.College Fair14.Drive by the school13.Undergraduate Degree from La Salle12.Direct web link to La Salle11.Attended La Salle for undergrad10.Employee of La Salle

6.www.mba.com5.I went to La Salle4.Partner University excahnge student program3.GMAT website

Research Objectives Results1. 2. Students find programs through search engines.

Figure 3.1Respone %

Google 67 94%Yahoo 3 4%Bing 1 1%Other 0 0%

Total 71 100%

What is your preferred search engine?

Figure 3.2

Response %19 27%37 52%

4 6%18 25%

7 10%9 13%

14 20%10 14%

6 8%

MBA program

What keywords/phrases did you use when searching for MBA programs (Check all that Apply)

Other (please specify)Business schools in PhiladelphiaAACSB accredited in PhiladelphiaMBA programs in PennsylvaniaFull-time MBA programs in PhiladelphiaPart-time MBA ProgramsOne Year MBAMBA program in Philadelphia

Research Objectives Results1. 2. 3. Students choose programs based on price, location, and

program outline.

Figure 6.1

%16 22.5%23 32.4%

5 7.0%15 21.1%

Please Rank the important of the following factors when selecting an MBA program

# of times ranked # 1

Brand nameCourse OfferingLocationPrice

Research Objectives Results1. 2. 3. 4. A student’s current employment status directly attributes to

their desire to apply.

Figure 4.1

Response %56 79%

3 4%12 17%

Total 71 100%

Before you started your MBA program, what was your employment status?

UnemployedEmployeed Part TimeEmployeed Full Time

Figure 4.2Response %

6 8%4 6%

19 27%33 46%

9 13%

Total 71 100%

Recent Graduate (2010)2005-20092000-20041995-1999Before 1995

Year of graduation from undergraduate program?

Research Objectives Results1. 2. 3. 4. 5. A program’s website has the potential to deter students from

applying.

Figure 5.1

1 2 3 4 5 ResponseEasy:Diffi cult 10 21 21 10 5 67

Rate the La Salle University website on its Navigation.

Figure 5.2

1 2 3 4 5 ResponseAppealing:Unappealing 12 16 24 10 5 67

Rate the La Salle University website on its Design

Figure 5.3

1 2 3 4 5 ResponseHelpful:Not Helpful 12 29 17 7 2 67

Rate the La Salle University website on its Information provided.

Research Objectives Results1. 2. 3. 4. 5. 6. Those seeking a MBA program no longer fit in a typical

demographical box.

Managerial Recommendations• Spend less time and money on direct mailings and more on website

banners and radio promotions• Revamp La Salle University and the School of Business website• Use better branding campaigns:

– Word of mouth• “Go Ahead, Tell a Friend”

– “La Salle Endorsed”– Search Engine Marketing

• Promote the future growth possibilities that a MBA will present• Continue to promote price and location• Do extensive research on the demographics desired of future

applicants