Marketing the joint Naval Postgraduate School of Business and Public Policy and University of Maryland, Robert H. Smith School of Business, defense focused Masters in Business Administration to active duty military officers

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Authors
McGowan, Dennis M.
Subjects
Marketing Plan
SWOT Analysis
Joint MBA
Defense MBA
Naval Postgraduate School
University of Maryland
Smith School of Business and Public Policy
Advisors
Jones, Becky
Malina, Mary
Date of Issue
2004-12
Date
December 2004
Publisher
Monterey, California. Naval Postgraduate School
Language
Abstract
In April 2001, the Naval Postgraduate School's Graduate School of Business and Public Policy (NPS GSBPP), and the University of Maryland (UMD), Robert H. Smith School of Business embarked on a joint venture to provide a defense focused Masters in Business Administration (MBA) to military service members and Department of Defense (DoD) civilians living in the metropolitan Washington, D.C., area. This program is commonly called the Joint MBA (JMBA). Through market research; Strength, Weakness, Opportunities and Threat Analysis; analysis of consumer buying; behavior and consideration of product life cycle; this marketing plan establishes an overarching marketing strategy for the JMBA. The strategy includes a product mission, marketing objectives, positioning, communication channels, the JMBA message and a description of managing the JMBA marketing process.
Type
Thesis
Description
MBA Professional Report
Department
Graduate School of Business and Public Policy (GSBPP)
Graduate School of Business & Public Policy (GSBPP)
Identifiers
NPS Report Number
Sponsors
Funder
Format
xiv, 69 p. : col. ill., col. maps
Citation
Distribution Statement
Approved for public release; distribution is unlimited.
Rights
This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.
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