Going global: Adapting your brand to new markets

Teresa Mannix, Shelly Heinrich and Prashant Malaviya
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Teresa Mannix: Associate Dean and Chief Marketing and Communications Officer, McDonough School of Business, Georgetown University, USA
Shelly Heinrich: Senior Assistant Dean for Graduate Admissions and Career Management, Cox School of Business, Southern Methodist University, USA
Prashant Malaviya: Vice Dean of Programmes and Professor, McDonough School of Business, Georgetown University, USA

Journal of Education Advancement & Marketing, 2025, vol. 10, issue 2, 114-126

Abstract: Within higher education, several institutions are seeking to expand their footprint, both to new cities within their home country as well as to locations abroad. This paper will explore a case study of how the McDonough School of Business, Georgetown University, introduced its top-ranked Executive MBA programme, which typically recruits working professionals able to commute to Washington, DC, and to the Dubai, UAE, market. This effort required alignment with the school and university’s global strategy, in-depth market research and brand alignment to the professional environment in the Middle East, North Africa, South Asia (MENASA) region and support from key individuals and organisations in the region. The result was the successful launch of the programme and the expansion of the business school to a new market. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: launching a brand; launching a global brand; launching a new degree; higher-ed branding; new campus marketing; international campus marketing; global marketing; branding strategy; marketing across cultures; integrated marketing; international recruitment (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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