Evaluation and Strategic Development within The Brand Management of an International MBA Program

Applying an inductive approach within a research strategy of grounded theory, this study sought to determine the key factors that would cause undergraduate business students at an international university to continue their higher education in that school‘s graduate business degree (MBA) program. Anonymous questionnaires, consisting of closed and open-ended questions, were self-administered by 273 undergraduate business students. The conclusion drawn by this study is that the international character of the university, familiarization by existing students, and its geographical location were key factors as to whether to consider enrollment in the institution‘s MBA program. The most significant factor of an international environment, and all that that entails, suggests a prominent and, perhaps, the defining feature in the strategic development of the branding for this international program