Abstract
The Executive MBA (EMBA) market, once a niche market served by the most elite schools, has become highly competitive. This competition is being driven by an increase in the number of B-schools offering an EMBA, corporations reducing their level of support for employees interested in an EMBA, and changes in the work histories and occupations of EMBA applicants. With the increased competition, EMBA programs have had to actively market and sell their programs to corporations and prospective students. Most B-schools have chosen one of three approaches: [1] promote the B-School brand while offering essentially the same curriculum to MBAs and EMBAs. [2] offer a low-cost, time-efficient program, or [3] offer a program quite distinct from the MBA that employers and students believe to be more relevant to their needs.