Repositioning the MBA: Issues and Implications

Leslie A. Goldgehn and Kathleen R. Kane

Journal of Marketing for Higher Education, 1997, vol. 8, issue 1, 15-24

Abstract: The MBA has lost some of its luster, as a result marketing the degree is becoming increasing more difficult for most business schools. This exploratory study examined the perceptions and experiences of business school students to determine the accuracy of the prevailing explanations for the problem and to make preliminary recommendations. The findings suggest that to increase the value of the degree, business schools should better serve the needs of existing market segments, upgrade the quality of the programs and services, and give special attention to underrepresented markets.

Date: 1997
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:8:y:1997:i:1:p:15-24

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DOI: 10.1300/J050v08n01_02

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