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Exploring The Most Important Factors While Branding The Business Schools

Author

Listed:
  • Muhammad Kashif Saeed

    (Assistant Professor, GIFT University, Gujranwala)

  • Usman Ehsan

    (MS Scholar, SZABIST, Islamabad.)

Abstract

Over the last decade business education is the most demanding subject of interest for students attaining higher education in Pakistan.This has led to a fierce competition among the MBA schools and the education industry has become competitive as never before.This study was conducted with a core aim to find out the most influencing factors in developing the business school as a brand in Pakistan from the students perspective.A focus group was conducted at different Business School where undergraduate and graduate students participated in the discussion.A self administered questionnaire was developed which highlighted that brand name of the Business School, allied resources available to students, design & color of the logo, research opportunities of the students, academic credentials of faculty, and research of the faculty were considered as important factors by the students while developing business schools as a brand. This research was carried out in HEC recognized ‘W’ category Business School in Lahore, Islamabad and Gujranwala region this study further applied to other business schools in the private sector of Pakistan.

Suggested Citation

  • Muhammad Kashif Saeed & Usman Ehsan, 2010. "Exploring The Most Important Factors While Branding The Business Schools," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 6(1), pages 36-43.
    • Handle: RePEc:aib:ibtjbs:v:6:y:2010:i:1:p:36-43
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2010.61.5
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    References listed on IDEAS

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    1. Eli Segev & Adi Raveh & Moshe Farjoun, 1999. "Conceptual maps of the leading MBA programs in the United States: core courses, concentration areas, and the ranking of the school," Strategic Management Journal, Wiley Blackwell, vol. 20(6), pages 549-565, June.
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    Cited by:

    1. S.Nazneen Waseem & Tayyab Zarif, 2012. "Factor Affecting Students Choice For Degree In Business Administration," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 8(1), pages 40-47.
    2. Abdullah AL-Mutairi & Muna Saeid, 2016. "Factors Affecting Students’ Choice for MBA Program in Kuwait Universities," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(3), pages 119-119, February.
    3. S. Nazneen Waseem & Tayyab Zarif, 2012. "Factor Affecting Students Choice For Degree In Business Administration," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 8(1), pages 8-5.

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