5. SWOT
Strengths
WeaknessesCommuter School Stigma
New School, Heavy Construction
Neighborhood Unsteady
“Young” School
Online Prescence Lacking
High Value School
Diverse Campus
Business Community Ties
Vibrant City of Houston
Oil & Gas Connections
6. SWOT
Opportunities
Threats
Call of Houston
Rising Immigration to City
Alumni Ties to University
True 21st Century City
Online Education Prescence
Growing MBA Programs in City
MBA deteriorating as “brand”
7. Current Segmentation
Geography
70% domestic (30% International)
Come from feeder schools (UT, LSU, A&M)
Residing in Houston
Behavior
Knowing Why (Students) Want MBA
2+ Years Experience (75%)
8. Women: 33% of MBAs
Business Professionals, 2+ Years
TexasCentric: Houston, Dallas,
San Antonio, Austin
Current Targeting
13. 4 P’s
Product
Full time/Part time
18 month program
Executive/Global Energy MBA
Certificates
Business 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
17. Big Idea
Give me the _______
Big Idea
Give me the _______
Shout It
Out!
18. Segmentation - Give me the _______
Apply
Don’t
Apply
First Choice
Not
First Choice
Everyday
Player
“On the
Sidelines”
Premium
All-Stars
“Different
Sport”
19. Targeting - Give me the _______
Texas Potentials
High Achievers
Longer Work History
Best of the Best
Social Achievers
Everyday
Player
“On the
Sidelines”
Premium
All-Stars
“Different
Sport”
21. Price
* School Websites
4 P’s - Give Me the ________
Emphasize Scholarships
Stress Prominent Faculty Adds
Spotlight Brand New Facilities
22. Prom
otion
4 P’s - Give Me the ________
Message
Media Muster
Accomplishments
Accolades
Archives
23. 4 P’s - Give Me the ________
Media
Busy, Cluttered, Muddled
Too Many Clicks
No Search on Site
24. 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
25. 4 P’s - Give Me the ________
Muster
Prospective Student Story
Need to Emphasize/Grow
Ambassador Program
Current Students for Position,
FB Page /Forums
26. 4 P’s - Give Me the ________
MusterKnowledgeable Phone Call
Protocol
Student-led Initiatives via
Social Media
Follow up Key to Point of
Sale
27. 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
28. 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