Marketing the joint Naval Postgraduate School of Business and Public Policy and University of Maryland, Robert H. Smith School of Business, defense focused Masters in Business Administration to active duty military officers

In April 2001, the Naval Postgraduate School's Graduate School of Business and Public Policy (NPS GSBPP), and the University of Maryland (UMD), Robert H. Smith School of Business embarked on a joint venture to provide a defense focused Masters in Business Administration (MBA) to military service members and Department of Defense (DoD) civilians living in the metropolitan Washington, D.C., area. This program is commonly called the Joint MBA (JMBA). Through market research; Strength, Weakness, Opportunities and Threat Analysis; analysis of consumer buying; behavior and consideration of product life cycle; this marketing plan establishes an overarching marketing strategy for the JMBA. The strategy includes a product mission, marketing objectives, positioning, communication channels, the JMBA message and a description of managing the JMBA marketing process.

Grantor dc:publisher

Monterey, CA; Naval Postgraduate School

Year dc:date.issued

2004

Author dc:creator

• McGowan, Dennis M.

Advisors dc:contributor.advisor

• Jones, Becky
• Malina, Mary

Statement dc:rights

• This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.

Handle dc:identifier.uri

https://hdl.handle.net/10945/9909

OAI identifier oai:identifier

oai:calhoun.nps.edu:10945/9909