Who's #1: INSEAD, Harvard, Wharton, LBS? (B): Leveraging Research to Market Business Schools Brands *
Référence :
6198(B)(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Sous-catégorie
Label AFM
Collection
INSEAD
Auteur(s)
Résumé
* 2018 - Best Marketing Case in the AFM-CCMP Competition
In 2017, the Financial Times ranked INSEAD's MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool's brand equity compared to its peers. The goal is to optimize INSEAD's positioning, value proposition and communication, to attract the best MBA students.
Case A asks students to develop a survey that will measure the strengths and weaknesses of the INSEAD brand compared to its key competitors. They must select the performance measures, relevant competitors and the relevant sample.
Case B provides results from a survey of 4,000 GMAT-takers who rated 18 business schools. Students analyze the data to measure the strength of the INSEAD brand and its image compared with its competitors. To optimize the school's positioning, students must identify the most important attributes used when choosing an MBA programme.
In 2017, the Financial Times ranked INSEAD's MBA programme #1 in the world for the second year in a row. The Dean of INSEAD, Ilian Mihov, commissioned a large-scale study to understand the shool's brand equity compared to its peers. The goal is to optimize INSEAD's positioning, value proposition and communication, to attract the best MBA students.
Case A asks students to develop a survey that will measure the strengths and weaknesses of the INSEAD brand compared to its key competitors. They must select the performance measures, relevant competitors and the relevant sample.
Case B provides results from a survey of 4,000 GMAT-takers who rated 18 business schools. Students analyze the data to measure the strength of the INSEAD brand and its image compared with its competitors. To optimize the school's positioning, students must identify the most important attributes used when choosing an MBA programme.
Objectifs pédagogiques
This case can be used for many different audiences and contexts. It can be used for discussion in MBA, undergraduate, or executive education courses focusing on branding, brand metrics, marketing research, customer intelligence, data analytics, customer centricity, general marketing strategy, communication and social media strategy, consumer behavior, and international marketing.
Two teaching objectives :
1. Brand strategy and brand metrics
2. Customer intelligence (market research & marketing analytics)
Two teaching objectives :
1. Brand strategy and brand metrics
2. Customer intelligence (market research & marketing analytics)
Mots-clés
Business schools; Strategic market intelligence; Brand management; Brand equity analysis; Brand metrics; Marketing research; Data analytics; Multivariate analyses; Research design; INSEAD; MBA programme
Secteur d'activité
Education
Caractéristiques particulières
Case A and Case B : both cases can be used independently.
The teaching note contains the login and password to access the private area of dedicated case website to access supplementary material.
The teaching note contains the login and password to access the private area of dedicated case website to access supplementary material.
|
Année de la problématique :
2016-2017
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
9 avec 7 page(s) annexe(s)
Note pédagogique :
Oui (35 pages)
- à acheter séparément
Montant :
Adhérents : 5,10 € HT / Non adhérent : 5,50 € HT
Licence :
Licence à l'unité*
* Usage unique limité à une session. Prix par étudiant formé. Licence à renouveler pour chaque nouvelle session.
|
Voir aussi ...
Produits pédagogiques liés ...
Mentions légales - Conditions générales de ventes - Plan du site - Contacts
© Tous droits réservés CCMP
