ABSTRACT
This chapter presents more managerial implications that are more case and context specific, including Masters in Business Administration (MBA) programs and online programs. From the business schools’ perspective, the MBA is often a ‘flagship’ program with the highest external visibility, and which defines the success of the nature, scope, and success of the institution itself. Researchers suggest that students’ expectations affect how the MBA is perceived and, hence, its brand image. People who are in the process of choosing an MBA program often get their information from the MBA program rating magazines. In building a university brand, managing public perception is at the centre of marketing efforts. For universities, understanding students’ decision-making processes is key. For example, school status and reputation remain important factors affecting students’ program selection. The chapter also presents some closing thoughts on the key concepts discussed in the preceding chapters of this book.
