Final

transcript

Mihaylo College of Business and Economics

The Brand

Prepared By:

Agenda

• Problem Statement

• Supporting Research

• In-Depth Interview

• Survey

• Recommendations

Mihaylo College• Named after the major benefactor: Steven G. Mihaylo

• Received dual accreditation by AACSB

• 8,000+ undergraduate business students

• Largest business school in California

• Fourth largest business school in the United States

Mission StatementWe create and apply knowledge that transforms student lives, develops

business leaders who shape the regional economy, and advances the

intellectual capital of our diverse region.

Vision StatementWe will be the choice of Southern

California's businesses and governments for college graduates, business solutions, and professional

development.

Dean Puri with Steven G Mihaylo

Statement Of Problem

How to strengthen the quality and value of communication efforts by Mihaylo College

1.What is Mihaylo College's perception among students

2.How did students form those impressions

3.Level of awareness of different programs and services

4.What sources of information do the students use

5.Suggestions for improving College's programs & services

6.Suggestions for improving College's marketing efforts

Focus on unveiling the perceptions, feelings, and needs of current California State University Mihaylo College Business Undergraduate Students

Research Process Design

Branding

Branding is described as a term applied to names, designs, symbols or combinations of the aforementioned that organizations use

to differentiate themselves from the competition

1. Brand awareness

2. Brand image3. Brand equity4. Brand loyalty

There are four steps in the branding

process:

University Branding

A university brand is defined as:

"a manifestation of the institutions features that distinguish it from others, reflect its capacity to

satisfy students' needs, engender trust in its ability to deliver a certain type and level of higher education, and help potential recruits to make wise enrollment

decisions”

Benefits of a university brand:itself

• Improved focus of current student needs • Effectively develop student perceptions • Distinguish itself from other universities

University Branding

How Highly Recognized University’s Brand Themselves:

• A Distinctive Brand Image

• Focus on Prestige

Examples: College Rankings, Achievements, and Accreditations/Awards

• Credible Reputation

Examples: Focus on College History and Academics

College Website

• Central “hub” for university and college

branding

• Information must be easily accessible

• Presented in an interactive manner

• Aesthetically pleasing graphics

• Relevant and updated content

The Brand: Mihaylo

Mihaylo College communicates in different ways:

•Traditional forms

Examples: Banners, posters/flyers, magazine, faculty, word of mouth, postal mail

•Nontraditional forms

Examples: Facebook, Twitter, LinkedIn, YouTube, Instagram, Biz Blog, The Mihaylo Website, emails

Depth Interview Overview

• One-On-One Interview

• 12 Mihaylo Business

Students

• 7 Females; 5 Males

• 3 Juniors; 9 Seniors

• Four Topics Covered

Mihaylo College of Business and EconomicsCal State University - Fullerton

Argyros School of Business and Economics Chapman University

Results Of Business Website Comparison

Organized

MihayloChapman

Interactive

MihayloChapman

Informative

MihayloChapmanBoth

Mihaylo College of Business and EconomicsComputer Background Image

RESULTS: Mihaylo College of Business and EconomicsComputer Background Image

Mihaylo Computer Background Image

CorrectIncorrect

41.60%

58.30%

16.60%

Online Tools

FacebookTwitterMihylo WebsiteLinkedInInstagram

RESULTS: Mihaylo College of Business and EconomicsSchool Services

Emails Helpful?

Tutoring Center

Career Center

RESULTS: Mihaylo College of Business and EconomicsWebsite Redesign

Emails Helpful?

Survey Overview

Questionnaire Design

• Demographics of respondents

• Image of Business School

Computers

• Mihaylo School Services

• Mihaylo Website

Focus: Find better ways to communicate with the current undergraduate students of Mihaylo College

Background Image on Mihaylo Business School

Computers

Top Resources to Obtain Mihaylo College

Information

Mihaylo Website Visits

Why Student’s Visit the Mihaylo Website

Students’ Perceptions of the Mihaylo Website

Additional Survey Results

Mihaylo Services

• 83% of students use some of the Mihaylo services

• 56.3% of students use Mihaylo computer lab• 42.2% of students felt Mihaylo communicated at

a level of 3 out of 5

Mihaylo Website

• 66.1% of student prefer college events as a website topic

• 43.6% of students wanted a more interactive website

Recommendations

Recommendation #1 – Mihaylo College Website

• Interactivity

• Invite students in

• Design that is easy to:

Access, View, And Digest

• Linkage of portal with website

• Achievements

• Better highlight school accreditation

• Awards and prestige on front page

• These add value to the Mihaylo brand

• Information (College News, Blog,

Student Stories)

• Social Media Integration

• Post relevant content

• Drive traffic to the main site

• Professors (Achievements and

Biographies)

Recommendation #2 – Consistent Brand Message and

Recommendation #3 – Background Image of Business

Computers

Before

Questions or Comments?

Thank you

Final

Education