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===Marketing Problem===
 
===Marketing Problem===
  
To define the marketing problem we consider the students to be the MBASA's customers. This our marketing problem is now defined as :-
+
To define the marketing problem we consider the students to be the MBASA's customers. Our marketing problem is now defined as :-
  
 
* How does the MBASA acquire new customers(students) to join the organization?
 
* How does the MBASA acquire new customers(students) to join the organization?
* How do we segment our customers(students) and plan and organize events and activities for the various segments?
+
* How do we segment our customers(students) and decide events and activities for the various segments?
  
 
==Research Plan : Data & Analysis Methods==
 
==Research Plan : Data & Analysis Methods==

Revision as of 07:44, 26 February 2007

Market Analytics Project

Introduction : Marketing Problem

What is the MBASA?

The MBASA is the NC State University's MBA Student Association. It was founded in 2003 by the students in response to a perceived need for extracurricular and co-curricular activities to "broaden" the MBA experience. According to the organization's constitution:-

The NC State MBA Student Association (MBASA) was formed for the purpose of building a network among MBA students. The MBASA provides a chance for students to interact with fellow students, faculty, business leaders, and the surrounding community. The organization offers a series of activities to address professional and business issues that are not generally included in the formal program but are critical to the overall MBA experience.

NC State's MBA Program has recently been accorded the twenty-fifth rank according to Fortune Magazine. This is a rare honor for a young program that is only four years old and reflects the strong curriculum, talented students and employer's preference for recruits with a mix of technology and business skills. The program consists of two main groups - full-timers, who are currently unemployed and devote all their time to the MBA program, and part-timers who are already employed in companies in the region and are pursuing their MBA education through evening classes.

These part-timers are approximately 100 students that have significantly more experience than the full-time students and one of the goals of the MBASA is to foster interaction between the full-timers and the part-timers to learn, share and network. However, finding activities to events to draw the busy students and appeal to the majority are hard to find and organize.

One of the first challenges to the organization was to discover what MBA students needed to "broaden" themselves and the best way to achieve this. From its inception, the organization has conducted an annual survey of the student body to establish both demographic information and activity and event preferences. In previous years, the data gathered has never been analyzed to uncover patterns. Specifically, we hypothesize that what was being seen was an "average" NC State MBA student without realizing that there might be different grouping and clustering invisible to the untrained eye.

Problems recently faced

More recently, the MBASA has run into problems. Here listed are some of the problems the leadership committee has outlined:-

  • Inability to recruit the majority of the MBA students into the organization
  • Finding activities that met the needs of all types of students

The recent leadership committee professed difficulty understanding how to solve the problems and an inability to crunch the data and reveal results.

Marketing Problem

To define the marketing problem we consider the students to be the MBASA's customers. Our marketing problem is now defined as :-

  • How does the MBASA acquire new customers(students) to join the organization?
  • How do we segment our customers(students) and decide events and activities for the various segments?

Research Plan : Data & Analysis Methods

In the recent annual survey of the MBA students conducted by the MBASA, 91 students responded to various questions posed about demographics and preferences for various social, professional and educational activities.

References

Appendices

  • Questionnaire
  • Questionnaire Results
  • Data Set

Profile Data

Part-time MBA Class Profile - Entering Fall 2006

NC State's MBA Program continues to attract outstanding students to the three-year part-time program.

Admissions Total Students - 96

Academic Background Average GMAT - 570 Undergraduate GPA- 3.2

Undergraduate Field of Study Engineering - 22% Business - 22% Sciences - 19% Humanities/Social Science - 21% Computer Science 15%

Personal Backgrounds Age: 33

Gender Female - 23% Male - 77%

Ethnicity International - 14% U.S. Minority 11%

Countries Represented Canada, China, Germany, India, Portugal, United Kingdom, United States

Undergraduate Institutions NC State University 23% Other US 59% International 18%

Average Years Work Experience 8 years

Full-time MBA Class Profile - Entering Fall 2006

Admissions Total Students 34

Academic Background Average GMAT -595 Average GPA - 3.21

Undergraduate Field of Study Engineering - 29% Business- 41% Computer Science - 6% Humanities/Social Science - 9% Sciences - 15%

Personal Backgrounds Age: 27

Gender Female 41% Male 59%

Ethnicity International 31% U.S. Minority 12%

Countries Represented China, India, Mexico, New Zealand, Romania, Russia, Taiwan, United Kingdom, United States

Undergraduate Institutions NC State Universitiy - 32% Other U.S. 32% International - 36%

Average Years Work Experience 3.01 years

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