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

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.