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Positioning a business school in the market
Author(s) -
Trim Peter
Publication year - 1994
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.4240030603
Subject(s) - marketing , business , product (mathematics) , quality (philosophy) , excellence , executive education , strategic management , operational excellence , service (business) , service provider , business model , electronic business , philosophy , geometry , mathematics , epistemology , political science , law
Staff at a university business school can use a strategic marketing framework and a price‐quality matrix to establish a positioning strategy, which takes into account the strengths of the business school and the opportunities in the market. The opportunities can be classified as the untapped part‐time management executive Master of Business Administration (MBA) market and the corporate MBA market. The key to establishing an excellent relationship appears to be the ability for the provider of the product/service to identify adequately which type of client group to serve. The client group will have a number of needs and these can be classified as educational, consultancy and research related. A clearly defined strategy will help staff in a young and rapidly expanding university business school to establish an international centre of excellence.