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    Mastering Branding Application: The Relationship Between University Branding and Program Enrollment

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    Author
    Flowers, Allison
    Abstract
    In recent years, university enrollment, in particular that of Master of Business Administration programs (MBA), has experienced a noticeable decline. Though there are a number of factors that may affect enrollment rates, a university’s marketing and branding are two facets of its persona that may have a significant impact. The purpose of this study is to define the characteristics of the ECU MBA brand and to develop a strategy that can be utilized to increase the quality of its perception from the viewpoints of current students. In terms of methodology, qualitative and quantitative data were gathered by implementing surveys among current ECU College of Business students. It can be concluded that there is a high level of brand recognition and brand loyalty to the ECU MBA program among undergraduate students surveyed. This study suggests ECU may combat negative enrollment trends by focusing marketing efforts around these student perceptions.
    URI
    http://hdl.handle.net/10342/6837
    Subject
     Marketing; branding; university branding; MBA; business school 
    Date
    2018-05-01
    Citation:
    APA:
    Flowers, Allison. (May 2018). Mastering Branding Application: The Relationship Between University Branding and Program Enrollment (Honors Thesis, East Carolina University). Retrieved from the Scholarship. (http://hdl.handle.net/10342/6837.)

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    MLA:
    Flowers, Allison. Mastering Branding Application: The Relationship Between University Branding and Program Enrollment. Honors Thesis. East Carolina University, May 2018. The Scholarship. http://hdl.handle.net/10342/6837. March 01, 2021.
    Chicago:
    Flowers, Allison, “Mastering Branding Application: The Relationship Between University Branding and Program Enrollment” (Honors Thesis., East Carolina University, May 2018).
    AMA:
    Flowers, Allison. Mastering Branding Application: The Relationship Between University Branding and Program Enrollment [Honors Thesis]. Greenville, NC: East Carolina University; May 2018.
    Collections
    • Honors College
    • Marketing and Supply Chain Management
    Publisher
    East Carolina University

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