mba branding and consumer perception study
DESCRIPTION
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.TRANSCRIPT
MBA Brands Positioning
San Francisco State University
Spring 2010
Seth BreedloveStoja DjakovicVivian 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 of GGU’s The Edward S. Ageno School of Business
Mr. Drew Bennett, Associate at Mackenzie Communications, Inc.
Mr. Morgan Dodge, GraphicBrand Manager at GGU Marketing Department
SFSU College of Business
“…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.”
Rigorous
Real-world
Respected
GGUEdward S.
Ageno School of Business
“…prepares students for managerial and professional careers in a broad range of business fields through innovative programs that integrate theory with practical experience.”
Relevant
Effective
Empowering
SurveyKey Findings
Q: How did you hear about the program?
45.72% 76%
Word-of-mouth Total (current students, friends, family,
employer/supervisor)
CommunicationSFSU GGU
Source SFSU Source GGU
School Website 3.73 School Website 4.16Interaction 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 deal4=A good amount
3 =Some 2 =A little 1=None at all
Influence of Communication
Attributesof 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 deal4=A good amount
3 =Some 2 =A little 1=None at all
Influence of Attributes
SFSUSFSU Grand Full-Time
Part-Time
EMBA Domestic ForeignRight
Decision
Not Right
Decision
Answer OptionsW/
AverageW/
AverageW/
AverageW/
AverageW/
AverageW/
AverageW/
AverageW/
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 4.68School offered the specific curriculum I wanted
3.653.64 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
3.423.41 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
GGU Grand Full-TimePart-Time
EMBA Domestic ForeignRight
DecisionNot Right Decision
Answer OptionsW/
AverageW/
AverageW/
AverageW/
AverageW/
AverageW/
AverageW/
AverageW/
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 3.17School offered the specific curriculum I wanted
4.114.67 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
3.804.29 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
Influence of Attributes
GGU
Consumer Expectations
San Francisco State UniversitySchool
SegmentExceeding
ExpectationsFully Met
ExpectationsSomewhat
ExpectationsNot met
ExpectationsGrand 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 UniversitySchool
SegmentExceeding
ExpectationsFully Met
ExpectationsSomewhat
ExpectationsNot met
ExpectationsGrand 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%
Cognitive Dissonance
San Francisco State University
School SegmentMade Right
DecisionDid Not Make Right
Decision Not DecidedGrand 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 DecisionDid Not Make Right
Decision Not DecidedGrand 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%
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
SFSUImage 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.
"Competitive program.
Competitive price”Rigorous program
held up by real-world
applicability and respect by
alumni and local businesses.
GGU
“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.”
–University President
“[SHINE]…focuses on the emotions behind making the
decision to go back to school.”- Creative director
Rational Reasoning Passionate
PromiseImage 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.
Dissecting the Brands
Focus Group Activity
Before & During: SFSU
After: GGU
Represent your feelings before, during,
after*, and finally, about the program itself.
Recommendations1. Emphasize sustainability and accounting
2. Change advertising images
3. Communicate the message within the school
4. Build network
5. Reconnect with alumni
6. Let your students be your marketers
Thank You
Questions?