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Marketing Plan - Running Header ONLINE Online MBA program...

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Running Header: ONLINE Online MBA program Marketing Plan Shelley Leno BUS620: Managerial Marketing Dr. Erich Randall April 11, 2011
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ONLINE MBA 2 Online MBA program Marketing Plan Online education has been the fastest growing segment of higher education. Because it is so unlike traditional classroom-based instructions, many questions have been raised as to the quality of the education offered in the online modality (Carrol & Burke, 2010). After an extensive survey of the literature, the U.S Department of Education issued a report concluding that the online or hybrid modalities are more effective then face-to-face instructions (Carrol & Burke, 2010). According to BusinessWeek, online MBA programs have surged in popularity over the past decade (Anonymous, 2010). With the increasing demands of the workplace, tighter schedules and the need for advanced degrees, many students are now relying on online programs to complete their MBAs. These programs are fueled by the increased capabilities of technology that allow students to successfully learn and complete their degrees outside of the traditional classroom environment (Anonymous, 2010). Understanding how online degree programs work, finding the right program, and recognizing the advantages and disadvantages of pursing a degree online are important tasks for every student to complete before enrolling in the program. This marketing plan overlooks these advantages and disadvantages of the online program over the on site MBA programs. I will focus on the online program as a whole, and give examples of successful online programs. Company Overview “Nine out of 10 people just don’t have the time or money to spend an extended period of time on campus,” says Charles Hickman, vice president for academic affairs at Quisic, an e- learning company in Los Angeles that is planning an online MBA (Yunus & Khaled, 2008). Online MBA programs enable students not only to learn marketing theories inside the classroom
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ONLINE MBA 3 but also to apply the concepts they’re learning to real-world business situations. An online MBA affords students the opportunity to work on and hone in on different and new skills to make them the best and most effective managers. The number of students in online MBA programs is growing; therefore much research has taken place to evaluate its merits and/or disadvantages over the traditional MBA. This paper is an attempt to review and assess the future that online MBA programs offer to universities and students. Universities continuously introducing new concepts to its academic program to tap the increasing needs of students in the world such as the introduction of online programs that will offer recognized degrees at affordable rates. Executive Summary An increasing number of business professionals choose to earn their MBAs through the Internet. Pursuing an MBA is a great accomplishment. Many undergraduate students graduate and move on to pursue their Masters Degree in their desired field. This marketing plan illustrates
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