Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
This article aims to understand the implications and remedies for the recent turmoil in business school enrollment and retention. By reviewing the academic business literature on enrollment decline and by incorporating a traditional marketing strategy framework, we categorized the existing studies to come up with a list for success. We found that business schools must revise their curriculum with sustainability and technological change in mind. They must invest in hedonic aspects of business education, consider adding creative internship opportunities and incorporate innovative online learning initiatives. They must also identify faculty super influencers and use social media in their promotions. Finally, they must consider differential tuition and conduct a careful analysis of players in the distribution landscape.
Recommended Citation
Ertekin, S. (2024). Business school marketing strategies for enrollment challenges in the current environment. The 2024 Association of Marketing Theory and Practice Proceedings, 51. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/51
