Succeeding in the MBA Marketplace

Identifying the underlying factors

Bibliographic Data

ID4545840
AuthorsJonathan Ivy (University of Leicester), Peter Naude ́ (0000-0002-4019-0393, University of Bath)
Year2004
Volume26
Issue3
Pages401-417
Publication date2004-11-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Higher Education Policy and Management (JOURNAL)
Journal identifiersISSN: 1360-080X • E-ISSN: 1469-9508
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/1360080042000290249
OpenAlexW2039057907
LanguageEN
Citations received1
References cited10

There has been enormous growth globally in the number of both MBA providers and students over the past few decades. While inclusion in national and international MBA league‐tables is part of the marketing arsenal of every MBA supplier that appears in them, identifying the determinants of success in this ever more crowded marketplace is a far less well understood issue. On the one hand, recognition of the fact that the task is more complex than a simple application of the traditional 4Ps is obvious to all, but on the other hand, operationalisation of relationship marketing principles seems rather too complex in this market where repeat purchase is clearly not the norm. This paper seeks to shed some light on this important but little understood area. We first examine the task through the traditional services marketing mix; comprised of Product, Price, Place, Promotion and People. Then, based on a sample of 507 current MBA students spread across the twelve different state‐subsidised universities in South Africa, determine whether this is indeed the appropriate model, deriving instead a new seven‐element model of the underlying success factors for student recruitment in the MBA marketplace

Business · Economics · Management · Political science · Public relations · Employer Branding and e-HRM · Human Resource and Talent Management · Psychology · Marketing

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