Examining The Perceptions Of Brand Images Regarding Competing MBA Programs

Abstract

In today’s economic environment, it is crucial to create a strong, consistent brand image within a graduate business program. This study examines the perceptions that students at Southeastern Louisiana University hold about its MBA program and the MBA programs of its main competitors. A focus group was conducted to indentify competitors and factors used to compare MBA programs. A questionnaire was designed and distributed and the results were analyzed using perceptual maps.