Perspective

Journal of Management and Social Sciences Vol. 6, No. 1, (Spring 2010) 36-43

Exploring the Most Important Factors while Branding the Business Schools

Muhammad Kashif Saeed Usman Ehsan

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Assistant Professor, GIFT University, Gujranwala. MS Scholar, SZABIST, Islamabad.

ABSTRACT

Over the last decade business education is the most demanding subject of interest for students attaining higher education in Pakistan. This has led to a fierce competition among the MBA schools and the education industry has become competitive as never before. This study was conducted with a core aim to find out the most influencing factors in developing the business school as a brand in Pakistan from the student's perspective. A focus group was conducted at different Business School where undergraduate and graduate students participated in the discussion. A self administered questionnaire was developed which highlighted that brand name of the Business School, allied resources available to students, design & color of the logo, research opportunities of the students, academic credentials of faculty, and research of the faculty were considered as important factors by the students while developing business schools as a brand. This research was carried out in HEC recognized ‘W’ category Business School in Lahore, Islamabad and Gujranwala region this study further applied to other business schools in the private sector of Pakistan.

Keywords : Higher education; brand management; service quality 1. INTRODUCTION

According to summary of enrollments by Statistics Division, Higher Education Commission, Government of Pakistan, enrolled students in 2001-02 were 2, 64,439 whereas, in 200506 it raised to more than double of the previous enrollments. The number of universities in Punjab has increased to double the institutions existing four years ago (Daily Times, April 24, 2006). The positive trend towards business education resulted in greater concern for quality by HEC, Pakistan, more...