Applying marketing mix constructs in higher education: the case of an MBA program in the UAE

Article


Mohammad, M., Fernandes, C. and Ross, K. 2016. Applying marketing mix constructs in higher education: the case of an MBA program in the UAE. International Journal of Business & Globalisation. 16 (2), pp. 149-170. https://doi.org/10.1504/IJBG.2016.074488
TypeArticle
TitleApplying marketing mix constructs in higher education: the case of an MBA program in the UAE
AuthorsMohammad, M., Fernandes, C. and Ross, K.
Abstract

This exploratory study identifies significant choice factors for prospective students when selecting a Master of Business Administration (MBA) program in the increasingly competitive higher education sector in the United Arab Emirates (UAE). Implications for Higher Education Institutions (HEIs) when they develop marketing communication strategies are addressed. Study participants included current MBA students, MBA graduates who have completed their degree at a British University's campus in the UAE and prospective students who chose not to enrol on that MBA program. Constructs were tested for reliability using the Cronbach alpha test. The relative importance of specific choice factors were assessed via analysis of the means of the constructs. The difference between the most important (People) and least important (Promotion) factors were as much as 34%. Differences between three groups of study participants were analysed based on the results of Scheffé's post-hoc test. Marketing implications for HEIs include: improving the quality of the factors identified and communicating the quality of these factors; especially intangible ones, to potential MBA candidates more effectively.

Keywordsmarketing mix, higher education, MBA programmes, marketing communications, branch campus, United Arab Emirates, UAE, prospective students, university choice
Sustainable Development Goals4 Quality education
Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
PublisherInderscience
JournalInternational Journal of Business & Globalisation
ISSN1753-3627
Electronic1753-3635
Publication dates
Print25 Jan 2016
Online01 Feb 2016
Publication process dates
Deposited18 Oct 2022
Accepted25 Oct 2015
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1504/IJBG.2016.074488
LanguageEnglish
Permalink -

https://repository.mdx.ac.uk/item/8q1w5

  • 30
    total views
  • 0
    total downloads
  • 1
    views this month
  • 0
    downloads this month

Export as