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How the
Robinson College
Created a Niche
in the Highly
Competitive
MBA
Marketplace
In a recent national survey of 276 business school deans, 57 percent said that
one of the biggest challenges facing MBA programs for working professionals
is fostering student engagement. The survey, designed to track the latest
trends of MBA programs for working professionals (MBAWP), was conducted
by Georgia State University’s J. Mack Robinson College of Business in
conjunction with the MBAWP Affinity Group within the AACSB International,
the premier accrediting agency for business schools.
According to comments by several deans, working professionals have many
other demands on their time, and MBAWP or part-time programs allow them to
come to campus, take classes, and leave. However, getting and keeping students
engaged in the school, the program, and their studies impacts student satisfaction,
success, and ultimately the College’s reputation. Robinson Associate Dean for
Academic Planning and Programs Jane Mutchler said that creating a sense of
community was one of Robinson’s biggest challenges. The other was finding ways
to attract time-pressed professionals interested in an MBA program that worked
with their schedules and providing a classroom experience that fit their levels
of experience. Fulfilling those needs led to the launch of Robinson’s Professional
MBA (PMBA) program.
“Atlanta is a highly competitive market, and we knew that if we could find the
right formula we would be able to create a niche that was not being addressed by
anyone else,” said Mutchler.
In January 2006 Robinson launched its first PMBA cohort class at the College’s
North Metro Atlanta Center in Alpharetta. Since demand for the program was
high, the College added a second cohort at the main campus in downtown Atlanta,
and another class in the College’s Henry County Center (located just south of
the city). Currently the program is at full capacity, with six cohort classes and 220
students. The program’s success has prompted Robinson to begin the PMBA-3
program, slated to begin in January 2008, which will feature the same winning model
but offered over three years every other Monday and Wednesday evening. The
College is also working with several corporations interested in bringing the PMBA
program on-site for their employees.
Finding the Solution
In order to find the right formula for the PMBA, the College conducted formal
and informal research. “We looked at various programs at schools all across the
country,” said Mutchler. In addition, the College conducted market research by
surveying current students, alumni, and GMAT test takers on their interest in a 24-
month, lock-step, limited-class-size, weekend-type program. Robinson also sought
opinions from potential students who had attended open house events but had not
matriculated. “The schedule and the potential to build lasting relationships were the
biggest drivers for those who responded positively to the survey,” said Mutchler.
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