2. • Problem Statement
• Supporting Research
• In-Depth Interview
• Survey
• Recommendations
3. • 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 Statement
We 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 Statement
We 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
4. How to strengthen the quality and
value of communication efforts by
Mihaylo College
1. What is Mihaylo College's perception among students
1. How did students form those impressions
1. Level of awareness of different programs and services
2. What sources of information do the students use
3. Suggestions for improving College's programs & services
4. Suggestions for improving College's marketing efforts
5. Focus on unveiling the perceptions, feelings, and needs
of current California State University Mihaylo College
Business Undergraduate Students
Research Process Design
6. 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 image
3. Brand equity
4. Brand loyalty
There are four steps
in the branding process:
7. 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
8. 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
9. • Central “hub” for university and college branding
• Information must be easily accessible
• Presented in an interactive manner
• Aesthetically pleasing graphics
• Relevant and updated content
10. 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
11. • One-On-One Interview
• 12 Mihaylo Business Students
• 7 Females; 5 Males
• 3 Juniors; 9 Seniors
• Four Topics Covered
19. 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
25. 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
26.
27. • Interactivity
• Invite students in
• Design that is easy to:
Access, View, And Digest
• Linkage of portal with website
28. • Achievements
• Better highlight school accreditation
• Awards and prestige on front page
• These add value to the Mihaylo brand
