Evaluation of South African Business Schools’ Brand Management Strategies and Its Effect On Students

Proceedings of ‏The 2nd International Conference on Research in Management

Year: 2021

DOI: https://www.doi.org/10.33422/2nd.icrmanagement.2021.02.50

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Evaluation of South African Business Schools’ Brand Management Strategies and Its Effect On Students

Colleen Biyela, Prof Muhammad Hoque

ABSTRACT: 

The study aimed to investigate the brand management strategies that South African business schools use and the effect on student perceptions. This was a cross-sectional, quantitative study conducted among registered MBA students. Data were collected using the online program, Survey Monkey. Factor analysis revealed that student perceptions are largely influenced by three strategies, namely: Inspirational leadership, Seasonal Apprentice Mentorships, and Equitable Rewards. Brand positioning was identified as the most important requiring prompt and effective interventions to position the school’s brand management strategies on the right track and realise the vision of being a business school of choice to candidates from all over South Africa and beyond. The study recommends a deeper understanding of the brand management strategies influencing student choice positively and improved communications with students.

Keywords: Balanced scorecard; consumer psychology; corporate communications; competitive edge.