Marketing the Masters of Executive Management program

Abstract

The purpose of this MBA project was to review the current Masters of Executive Management education curriculum at NPS. An internal analysis of the current program was conducted to fully understand the strategic goals of the program and the existing curriculum. An environmental scan of current and potential military customers was conducted to assess requirements for junior executive education and determine whether the MEM program corresponds with these requirements and, if not, what changes to curriculum should be considered. Information collected was then used to determine prospective customers while creating a detailed marketing strategy for the GSBPP. Once information was collected, it was possible to construct a marketing plan to increase the NPS brand awareness in hopes of attracting students. Marketing plan recommendations include: (1) Package its various products/programs and market under one primary GSBPP brand; (2) Abandon current traditional and passive marketing efforts for an active recruiting approach by utilizing relationship marketing strategies; (3) Develop alumni networks that provide marketing labor and tools to stimulate demand for the GSBPP.