Publication Date
2024
Abstract
Over the last decade, business schools have added online MBA programs to meet student demand for access, price, and geographic convenience while trying to ensure a solid tuition revenue base. Online MBA programs have been forced to waive the GMAT and reduce the number of credits required for graduation while seeking ways to bring additional value to their online programs. This research examines whether offering online MBA students a specialized marketing concentration in digital marketing will make students marketable to businesses. The research examines this conjecture and provides a recommendation for MBA stakeholders. Study 1 shows the industry demand for digital marketing MBA job postings. Study 2 explores specialized marketing concentrations in online MBA programs and if that specialization is as sought after by students who enroll in online MBA programs as other sought-after variables like program ranking and tuition. Based on the findings, online MBA stakeholders should consider creating digital marketing concentrations. Creating digital marketing concentrations may attract more students and enables online MBA programs to differentiate themselves.
Included in
Curriculum and Instruction Commons, Higher Education Commons, Higher Education Administration Commons, Higher Education and Teaching Commons, Marketing Commons, Online and Distance Education Commons