Marketing the Joint Naval Postgraduate School of Business and Public Policy and University of Maryland, Robert H. Smith School of Business, Defense Focused Masters in Business Administration To Active Duty Military Officers

Abstract

In April 2001, the Naval Postgraduate School's Graduate School of Business and Public Policy (NPS GSBPP), and the University of Maryland (UMD), Robert H. Smith School of Business embarked on a joint venture to provide a defense focused Masters in Business Administration (MBA) to military service members and Department of Defense (DoD) civilians living in the metropolitan Washington, D.C., area. This program is commonly called the Joint MBA (JMBA). Through market research; Strength, Weakness, Opportunities and Threat Analysis; analysis of consumer buying; behavior and consideration of product life cycle; this marketing plan establishes an overarching marketing strategy for the JMBA. The strategy includes a product mission, marketing objectives, positioning, communication channels, the JMBA message and a description of managing the JMBA marketing process.

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Document Details

Document Type
Technical Report
Publication Date
Dec 01, 2004
Accession Number
ADA429314

Entities

People

  • Dennis M. Mcgowan

Organizations

  • Naval Postgraduate School

Tags

Communities of Interest

  • Biomedical
  • Human Systems
  • Materials and Manufacturing Processes
  • Space

DTIC Thesaurus Topics

  • Active Duty
  • Business Administration
  • Civilian Personnel
  • Commerce
  • Communication Channels
  • Computers
  • Department Of Defense
  • Employment
  • Families (Human)
  • Life Cycles
  • Market Research
  • Public Policy
  • Public Relations
  • Students
  • United States
  • Urban Areas
  • Websites

Readers

  • Defense Acquisition Program Management
  • Industrial Economics
  • STEM Education