La Salle University One-Year MBA:
Designing an Effective Marketing Campaign
Nicole Fiamingo, Cassandre Luberus, Samantha Stupak
MBA 730- Marketing Research
April 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 UNIVERSITY
GRADUATE PROGRAMS
1900 West Olney Avenue
Philadelphia, 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 Objectives
1. 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
Survey # 2 How did you hear about the La Salle MBA
program (check all that apply)?
Direct Mailings
Email
Radio Promotions
Outdoor/Transit Advertisments
Website banners
Search Engine
Social Media (e.g., Facebook, Linkedin, Youtube, Twitter)
Word of Mouth
Other
Response
6
0
9
4
3
12
1
38
23
Figure 1.2
"Other" Selections for Survey question two
1.Professor Recommanded
2.Walked in and had a conversation with Liz who introduced me to the program
3.GMAT website
4.Partner University excahnge student program
5.I went to La Salle
6.www.mba.com
7.Education fair
8.Family member that worked at La Salle
9.I attended La Salle as an undergrad
10.Employee of La Salle
11.Attended La Salle for undergrad
12.Direct web link to La Salle
13.Undergraduate Degree from La Salle
14.Drive by the school
15.College Fair
16.Undergrad
17.Got a job at La Salle
18.Big 5 School- AACSB Accredidation
19.La Salle Website
20.Education fair
21.Internet search
%
8%
0%
11%
5%
4%
15%
1%
48%
29%
Research Objectives Results
1.
2. Students find programs through search engines.
Figure 3.1 What is your preferred search engine?
Google
Yahoo
Bing
Other
Total
Figure 3.2
Respone
67
3
1
0
71
%
94%
4%
1%
0%
100%
What keywords/phrases did you use when searching for MBA programs
MBA program
MBA program in Philadelphia
One Year MBA
Part-time MBA Programs
Full-time MBA programs in Philadelphia
MBA programs in Pennsylvania
AACSB accredited in Philadelphia
Business schools in Philadelphia
Other (please specify)
(Check all that Apply)
Response
19
37
4
18
7
9
14
10
6
%
27%
52%
6%
25%
10%
13%
20%
14%
8%
Research Objectives Results
1.
2.
3. Students choose programs based on price, location, and program outline.
Figure 6.1
Please Rank the important of the following factors when
selecting an MBA program
# of times ranked # 1
Price
Location
Course Offering
Brand name
16
23
5
15
%
22.5%
32.4%
7.0%
21.1%
Research Objectives Results
1.
2.
3.
4. A student’s current employment status directly attributes to their desire to
apply.
Figure 4.1
Before you started your MBA program, what was your
employment status?
Employeed Full Time
Employeed Part Time
Unemployed
Total
Figure 4.2
%
79%
4%
17%
71
100%
Year of graduation from undergraduate program?
Before 1995
1995-1999
2000-2004
2005-2009
Recent Graduate (2010)
Total
Response
56
3
12
Response
6
4
19
33
9
71
%
8%
6%
27%
46%
13%
100%
Research Objectives Results
1.
2.
3.
4.
5. A program’s website has the potential to deter students from applying.
Rate the La Salle University website on its
Navigation.
Figure 5.1
1
Easy:Difficult
Figure 5.2
2
10
21
4
21
5
10
Response
5
67
Rate the La Salle University website on its Design
1
Appealing:Unappealing
2
12
3
16
4
24
5
10
Response
5
67
Rate the La Salle University website on its
Information provided.
Figure 5.3
1
Helpful:Not Helpful
3
2
12
3
29
4
17
5
7
Response
2
67
Research Objectives Results
1.
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