Best Practices in Marketing Programs
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The document outlines best practices in marketing education at National University, emphasizing the need to analyze and improve undergraduate marketing programs due to low student achievement and satisfaction. It includes goals for understanding successful strategies from other institutions, a literature review of rankings, and interviews with faculty highlighting trends and necessary skills for students. A SWOT analysis is provided, indicating strengths, weaknesses, opportunities, and threats concerning the university's marketing programs.
Best Practices in Marketing Programs
- 1. + Best practices in Marketing Education: Undergraduate programs at National University Dr. Mary Beth McCabe Dr. Ramon Corona National University June 24, 2015
- 2. + AGENDA National University background Purpose of this research Justification Goals Literature review - rankings Literature review – interviews Current situation and trends Peregrine data results SWOT Analysis Best practices and actions
- 3. + National University Private non for-profit 40+ years old Geared for working adults/adult learners Part of the NU system Five schools (COLS, SOBM, SOE, SOMC, and SOPS) 41 K students, 330 fulltime faculty, 2nd largest in California, 12th largest in the US
- 4. + Purpose of this research Analyze undergraduate marketing courses and programs currently offered at NU, assess the results for the last three years of achievement and satisfaction, and make recommendations for improvements.
- 5. + Justification Marketing ranked the lowest in student’s remembering the basic concepts at end of BBA program, compared to other disciplines We would like to emphasize Marketing as one of the key differentiations in our school Our goal to improve quality of MKT courses Marketing programs are not growing as much in NU as in other institutions
- 6. + Goals of this research Learn what other universities are doing in the field of Marketing programs Identify the key success factors to teach Marketing Assess existing marketing programs at NU Develop a SWOT analysis of the current situation Craft an action plan for implementation in the next two years.
- 7. + Literature Review – rankings best MKT programs US News & world report – 2015 Edition, page 120 1. University of Michigan – Ann Arbor (Ross) 2. University of Pennsylvania (Wharton), 3. University of Texas-Austin (McCombs) 4. Indiana University-Bloomington (Kelley) 5. University of California-Berkeley (Hass)
- 8. + Interview - Dr. Reibstein (Wharton) MOOCs could be more important in the future Brand building is important and it takes a long time and effort The caliber of students is relevant, as well as the networking that takes place Faculty qualifications and research are also key factors Alumni network and quality of graduates, jobs, etc. Globalization and learn from selected foreign universities, like ITESM (Mexico), Gertulio Vargas (Brazil), CEIBS (China), Hong Kong University, IIM (India), etc.
- 9. + Interviews with Professors Sherwood and Dickey (Dayton) P&G Marketing Challenge for students – measurable analytics Client projects as capstone projects (Indians and Bengals) Involvement with local businesses Emphasis on metrics and analytics (Teradata) Marketing club Virtual internships – consulting at a distance company Center for Project Excellence – students work in teams – seed money for new projects
- 10. + Interview Prof. Angie Johnson (Franklin) Connect students to industry/conferences Build a network of contacts for students and alumni Make students have relevant experiences in the degree/discipline Holding live debates with students online Using business simulations; hands on engagement Case studies, practicum activities “Real world examples is the most important thing they will remember”
- 11. + Interview adjunct Richard Hopkins (Vons) On matching employer’s expectations: More elective courses and data base marketing Students need to improve writing skills Gap between what student learn and what employers teach Students need to use what they learn and make it very practical “Content is not useful until it is used”, he added.
- 13. + Interview Dr. Bruce Buchowicz (NU) “Faculty make the difference. Consulting practices by faculty, supported by grad students will produce more engagement. The trends that I see today include TED talks on YouTube® and the 18-minute lecture as a relevant manner to present information today”
- 14. + Interview Dr. Louise Kelly (Alliant) Support from Advisory Board for guidance to identify key content and curriculum, and “action-oriented” projects Digital marketing elements like e-portfolios Work with local not for profit organizations (internships) Innovation, global projects, Neuromarketing, Data Analytics, and gamification as some of the new trends Shared content programs like Management and Psychology, and trans-disciplinary programs like Health Management Delivery and customization of courses should be based on how students learn ***
- 15. + Current situation and trends 87 85 90 90 112 1296 1439 1394 1294 1693 2009 2010 2011 2012 2013 NU MKT course enrollment courses students Source: NU academics, 2014
- 16. + Demographics – NU students in MKT courses 3,844 students 29% are 25-29 years old, 26% are 30-34 37.6% are white, Hispanics 17% and Nonresidents are 16.9% 53.1% are male and 46.9% female 57% had classes online, and 43% on campus
- 17. + Peregrine Data results - Analysis Undergraduate BBA exams N=146 (sample size) Marketing scores for all is lowest at 50.4 %, MKT is 36.4 % average for traditional universities In online delivery, NU is at 50.09 % in MKT, vs. 47.54 % of other online programs in the IACBE region In the MKT subject score comparison outbound exam, NU score better for Marketing Research, Planning and Strategy, People, Place, and Price. However, we scored lower in Product and Promotion
- 18. Exhibit 1: Overview of Outbound Results: Oct 2013-May 2014 Peregrine Data Analysis
- 20. NU vs. other online universities
- 22. Internal (product and market) Strengths Weaknesses WASC & IACBE Accreditation Low retention/engagement outside of class Top 20 ranking of Integrated Marketing Programs Product and Promotion are weak subject areas in outbound BBA exams (exhibit 7) Practicing Marketers as Faculty High attrition rates in some courses National/Regional Memberships in Marketing Not AACSB accredited (yet) Rigor in academics Not connected to the internship community Nationally known for advancing working adults No student mentorship program Scores better than competition Out of date textbooks External (environmental) Opportunities Threats Lack of marketing classes at community colleges Rising cost of higher education Flexible enrollment scheduling; open enrollment Competition from new Bachelor’s degrees at Community Colleges in California Private non-profit status Financial aid restrictions Workshops and extended studies MOOCS (Massive open online colleges) SWOT Analysis of NU Marketing Programs/Courses
- 23. Best Practices and Action Steps for Marketing Programs
- 24. + Your comments are welcome Please send comments to rcorona@nu.edu or mmccabe@nu.edu