Comparing And Managing The Relative Importance And Ranking Of Reasons For Selecting The Masters Of Business Administration Program

This paper reports the findings of a study involving the selection process that adult graduate students used when choosing to pursue and attain an advanced business degree at Southern Wesleyan University. This study includes a comparison of the initial priorities used in the selection process to priorities that remain important in retrospect. The study also includes a comparison of the schools stated program objectives to the reasons for students program selection. A two-tailed analysis of data supplied by 184 respondents revealed there was no significant difference between student responses at the beginning of the program and student responses at the conclusion of the program. The study also reveals a close alignment between the schools program objectives and some of the highest ranked priorities given by the students for choosing the programs. The four (4) highest ranked priorities at the beginning and at the end of the program included Fits my schedule, Job advancement/marketability, Received undergraduate degree from SWU, and Christian perspective. These results can assist University administrators, managers, and recruiters in adapting their marketing strategies to provide critical and relevant information to prospective students. The study did not consider demographics as a component of the selection process or with the schools stated program objectives