SHOUT IT OUT!

A CASE FOR THE BAUERMBA PROGRAM

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

Situation Analysis

Collaborators Company

Customers Competitors

Climate Climate

SWOT

Opportunities

Threats

Strengths

Weaknesses

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

Positioning

Product Price

Promotion Plac

e

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

PlaceCampus diversity

Houston social life

Great networking

Texas in General

4 P’s PromotionSimple language

Powerful messaging

Cross promotions

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

Synthesis of Problem

Branding Important but...

Website Lacking Information

Powerful Choices Not Conveyed

Target Customers Unaware

Big Idea

Give me the _______

Big Idea

Give me the _______

Big Idea

Give me the _______Shout It

Out!

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”

Positioning - Give Me the ________

Product Price

Promotion Plac

e

Price

* School Websites

4 P’s - Give Me the ________

Emphasize Scholarships

Stress Prominent Faculty Adds

Spotlight Brand New Facilities

Promotion

4 P’s - Give Me the ________

Message

Media Muster

Accomplishments

Accolades Arch

ives

4 P’s - Give Me the ________Media

Busy, Cluttered, Muddled

Too Many Clicks

No Search on Site

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

4 P’sMessageWhat do these companies

have in common?

4 P’sMessage

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������������������������Operations

Conclusion

- Thriving Houston, Economy Needs Competent Workforce

- Bauer MBA Marketing Solid Yet Lacking

- Change of Marketing Focus: Media, Muster, Message

Thank You