A content analysis study exploring the marketing messages communicated to prospective female law school and MBA students

Paige Gardiner, Madison J. Droubay and Dalton J. Droubay
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Paige Gardiner: Marketing Lecturer, Southern Utah University, USA
Madison J. Droubay: Accounting Major, Southern Utah University, USA
Dalton J. Droubay: Business Management Major, Southern Utah University, USA

Journal of Education Advancement & Marketing, 2023, vol. 7, issue 4, 382-400

Abstract: American law schools (JD) and Master of Business (MBA) programmes have made strides to recruit female students over the last two decades. As these schools begin to see an equal number of female and male students applying to their programmes, will these graduate programmes continue to market to prospective female students? This paper aims to understand how American JD and MBA programmes market to prospective female graduate students through the graduate programme admission webpages. To understand gendered marketing messages for JD and MBA graduate programmes, the researchers provide a review of the literature regarding the female, graduate school-choice model, perceived influence of the graduate admissions webpage and gendered marketing education messages. Next, using a content analysis study, the researchers examine 25 American JD and MBA programmes for frequency and type of gendered, graduate, school-choice marketing messages. The researchers offer conclusions, implications and ideas for education stakeholders.

Keywords: female graduate school-choice model; female MBA recruiting; female law school recruiting; graduate admission websites; gender marketing messages (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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