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Best practices in Marketing Education: Undergraduate programs at National University
Dr. Mary Beth McCabe
Dr. Ramon Corona
National UniversityJune 24, 2015
+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
+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
+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.
+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
+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.
+Literature Review – rankingsbest 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)
+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.
+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
“Women in Business” program
+InterviewProf. 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”
+Interviewadjunct 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.
+InterviewDr. 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”
+InterviewDr. 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 ***
+Current situation and trends
2009 2010 2011 2012 201387 85 90 90 112
12961439 1394
1294
1693
NU MKT course enrollment
courses students
Source: NU academics, 2014
+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
+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
Exhibit 1: Overview of Outbound Results: Oct 2013-May 2014
Peregrine Data Analysis
+Benchmarking Peregrine scores
NU vs. other online universities
Source: Peregrine, 2014
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
Best Practices and Action Steps for Marketing Programs
+
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