SHOUT IT OUT! A CASE FOR THE BAUER MBA PROGRAM
Jul 14, 2015
Understanding
Product Bauer MBA Program
Problem Number of MBA applicants declining
GoalTo increase the number of applicants to the Bauer MBA program by 25% without
lowering acceptance standards
SWOT
Strengths
WeaknessesCommuter School StigmaNew School, Heavy Construction
Neighborhood Unsteady“Young” School
Online Prescence Lacking
High Value SchoolDiverse Campus
Business Community TiesVibrant City of Houston
Oil & Gas Connections
SWOT
Opportunities
Threats
Call of HoustonRising Immigration to CityAlumni Ties to UniversityTrue 21st Century City
Online Education PrescenceGrowing MBA Programs in CityMBA deteriorating as “brand”
Current Segmentation
Geography70% domestic (30% International)
Come from feeder schools (UT, LSU, A&M)Residing in Houston
BehaviorKnowing Why (Students) Want MBA
2+ Years Experience (75%)
Current Targeting
Women: 33% of MBAs
Business Professionals, 2+ Years
TexasCentric: Houston, Dallas, San Antonio, Austin
Current Targeting
4 P’s Price
* School Websites
UT- DallasTexas A&M- Mays
UT- Austin- McCombsUH- Bauer
UTSARice- Jones
SMUTCU- Neeley
Texas Tech- RawlsTexas State- McCoy
Texas Southern-JonesBaylorLamar
$0 $37,500.00 $75,000.00 $112,500.00 $150,000.00
Tuition Comparisons - Texas At Large
Lamar
Sam Houston State
UT McCombs Houston MBA
Texas A&M- Mays Houston
Tulane MBA
St Thomas- Cameron
Rice- Jones
UH- Bauer
Texas Southern-Jones
Houston Baptist MBA
$0 $30,000.00 $60,000.00 $90,000.00 $120,000.00
University Comparisons - Houston Area
4 P’s
Product
Full time/Part time
18 month program
Executive/Global Energy MBA
CertificatesBusiness Consulting, Business Modeling, Energy Finance, Energy Investments,
Energy Risk Management, Entreprenuership, Global Management, Global
Supply Chain, Human Resource Management, Leadership Development,
Marketing Analysis, Product Management
Real Estate, Sales Leadership
Bauer Excellence Initiatives
Synthesis of Problem
Branding Important but...
Website Lacking Information
Powerful Choices Not Conveyed
Target Customers Unaware
Segmentation - Give me the _______
Apply
Don’tApply
First ChoiceNot
First Choice
EverydayPlayer
“On the Sidelines”
PremiumAll-Stars
“Different Sport”
Targeting - Give me the _______
Texas Potentials
High Achievers
Longer Work History
Best of the Best
Social Achievers
EverydayPlayer
“On the Sidelines”
PremiumAll-Stars
“Different Sport”
Price
* School Websites
4 P’s - Give Me the ________
Emphasize Scholarships
Stress Prominent Faculty Adds
Spotlight Brand New Facilities
4 P’s - Give Me the ________Media
Rearrange, Ease of Viewing and Use
Image First, Up to Date and Fresh
One Page Viewing
PDF Media Ready Made
4 P’s - Give Me the ________Muster
Prospective Student Story
Need to Emphasize/Grow Ambassador Program
Current Students for Position, FB Page /Forums
4 P’s - Give Me the ________
MusterKnowledgeable Phone Call Protocol
Student-led Initiatives via Social Media
Follow up Key to Point of Sale
4 P’s - Give Me the ________Message
No Validation for Powerful Choice
Accomplishments Not Voiced
Diversity Seen, Not Heard
4 P’s - Give Me the ________Message
No Validation for Powerful Choice
Accomplishments Not Voiced
Diversity Seen, Not Heard
Message
4 P’s - Give Me the ________Message
Use Business Leaders in Messages
Convey Bauer’s Accomplishments
Powerful Choice Works/Only with Validation
Promote Academic Competition/Debates/Talks
Conclusion
- Thriving Houston, Economy Needs Competent Workforce
- Bauer MBA Marketing Solid Yet Lacking
- Change of Marketing Focus: Media, Muster, Message