Educational Market Assessment for MBA Programs: Not Business as Usual

This well known MBA program had been growing for several years, but was facing increased competition from other Chicago-area schools.  JTF began this strategic assignment initially with a series of qualitative methods.  Primary competitive programs were identified by our client, we then recruited both their MBA students and competitors (using unique approaches to recruiting).

During in-person focus groups with MBA students from all the major programs, we probed on school selection and decision-making, overall program satisfaction, course selection, curriculum, likes-dislikes, attitudes, behaviors and other perspectives.

From this Phase I level of research certain opportunities became very clear for our client in terms of what was missing and what students' desired in an effective MBA program.  Our client was able to make quick adjustments to their future offerings as well as other amenities that had gone untapped by competitors. 

The results were dramatic in that our client experienced a 27% increase in enrollment, followed by further incremental growth once other mid-long range strategies were finalized and implemented.