1.
UConn-­‐
MBA
Website
Rejuvenation
UConn
MBA
website
Rejuvenation-­‐
Marketing
Plan
MKTG-­‐5250
Prepared
for
Professor
Joseph
Pancras
Author:
Albert
(Tzu-­‐wen)Lin,
Ruby
(
I-­‐Li)
Lu,
Sherry
Chen,
Thomas
Jose,
Shweta
Jagatap
0

2.
UConn-­‐
MBA
Website
Rejuvenation
Table
of
Contents
Managerial
Summary
............................................................................................................................................................
2
Statement
of
Research
Purpose
and
Objective
......................................................................................................
2
Research
Design
and
Methodology
...............................................................................................................................
3
Analysis
Results
.......................................................................................................................................................................
6
Recommendations
..................................................................................................................................................................
8
Appendix……………………………………………………………………………………………………………………………13
1

3.
UConn-­‐
MBA
Website
Rejuvenation
I
Managerial
Summary:
Usually
prospective
students
first
hear
about
their
universities
of
choice
through
various
ranking
websites
or
online
forums.
Due
to
globalization
and
rising
numbers
of
business
schools
worldwide
applicants
get
overwhelmed
and
find
it
difficult
to
make
admission
related
decisions.
University
websites
play
a
critical
role
in
attracting
both
domestic
and
international
students
as
they
act
as
first
official
hosts
of
prospective
students.
Getting
into
MBA
involves
many
other
important
decisions
such
as
staying
jobless,
relocating,
planning
for
future
jobs
etc.
Current
University
of
Connecticut
School
of
Business
website
is
doing
a
fairly
good
job
by
being
informative.
However,
through
our
preliminary
secondary
research
we
found
that
there
are
many
aspects
that
need
modifications
such
as
regular
updating,
layout,
design
and
to
some
extent
content.
Objective
of
our
proposal
is
to
make
the
UConn-­‐School
of
Business
website
more
interactive
and
attractive
primarily
for
MBA
students.
Our
recommendation
is
five
faceted
that
primarily
targets
appearance
and
content
using
some
latest
advances
in
the
technology
that
make
the
website
more
attractive
for
the
potential
candidates
II
STATEMENT
OF
RESEARCH
PURPOSE
AND
OBJECTIVE
(5%)
Background:
Decision
Problem:
More
than
seventy
years
old
UConn
School
of
Business
is
one
of
the
distinguished
public
schools
in
US
that
also
enjoy
locational
advantage
of
being
close
to
major
states
such
as
Boston,
New
York
which
host
many
recognized
employers.
UConn’s
one
more
attractive
feature
is
the
real
world
learning
opportunities
offered
to
students
through
various
accelerators.
Though
current
website
is
sufficiently
informative
when
other
B-­‐schools
are
getting
benefited
from
use
of
advanced
technologies
and
social
media
connections
,
UConn
needs
to
follow
the
similar
path
by
creating
a
distinctive
website
that
is
more
attractive
than
its
competitors.
To
find
the
right
remedy
for
the
website
it
is
very
important
to
know
what
exactly
the
potential
spaces
for
improvement
are
in
the
current
website.
This
is
especially
true
for
students
who
are
either
from
other
countries,
states
or
even
those
who
need
to
relocate
after
joining
this
program.
These
non-­‐
2

4.
UConn-­‐
MBA
Website
Rejuvenation
local
students
need
some
additional
information
other
than
routine
information
about
admission
process
and
program.
Knowing
more
about
the
actual
residential
life
of
the
student
or
the
weather
conditions
in
this
region
can
help
them
to
be
well-­‐prepared
for
this
major
migration
in
their
life.
Also,
knowing
about
return
on
investment
i.e.
career
opportunities
after
the
course
completion
are
also
vital
thing.
Overall,
despite
the
absence
of
any
obvious
issue
that
needs
immediate
attention
our
marketing
research
focusses
on
taking
preventive
measures
to
prevent
any
hindrances
arising
from
not
very
appealing
to
one
of
the
most
creative
and
informative
website.
Research
Problem:
What
changes
are
necessary
in
the
current
UConn-­‐MBA
website
to
make
it
more
Attractive,
Innovative,
Informative
&
User-­‐friendly
as
compared
to
other
MBA
websites?
Research
Questions:
1. What
are
the
major
shortcomings
of
the
current
website
that
we
need
to
address
in
order
to
be
effective?
2. What
are
some
innovative
ideas
that
other
websites
used
to
make
the
sites
more
appealing
for
the
potential
applicants?
3. What
are
different
segments
of
the
visitors
who
visit
the
websites?
4. What
is
the
reaction
of
the
population
to
our
recommendations?
Research
Hypothesis:
III
RESEARCH
DESIGN
AND
METHODOLOGY
Questionnaire
design:
The
main
purpose
of
the
project
is
to
attract
high
quality
prospective
students
by
improving
the
quality
and
content
of
UConn
full-­‐time
MBA
website.
Thus,
we
aim
to
figure
out
the
problems
and
difficulties
within
pages.
By
comparing
and
analyzing
various
MBA
websites,
finding
from
Focus
group
interview,
secondary
data
we
finalized
four
parts
main
3

5.
UConn-­‐
MBA
Website
Rejuvenation
concerns
of
current
&
potential
MBA
students.
In
all
questions
we
tried
to
use
either
interval
or
ratio
scale
that
can
give
in-­‐depth
information
rather
than
using
nominal
or
ordinal
scale.
Part
A
is
to
make
initial
segmentation.
By
selecting
only
relevant
survey
participants
who
have
MBA
degree,
are
pursuing
MBA
degree
or
are
interested
in
MBA
degree
we
excluded
people
who
are
not
interested
in
MBA
studies
right
at
the
beginning.
Further
we
classified
them
based
on
the
usage
of
MBA
websites
because
some
respondents
from
Focus
Group
interview
have
got
recommendations
from
friends
and
did
not
use
MBA
website
while
applying.
Part
B
is
to
obtain
MBA
website
users’
main
concerns
and
focus.
Based
on
our
primary
and
secondary
research,
we
believe
that
there
are
some
relationships
among
social
media
links,
website
appearance,
listed
information
and
applications.
To
understand
the
needs
of
our
site
visitors
primarily
international
and
non-­‐resident
individuals’
we
designed
questions
about
importance
of
accommodation,
social
life,
etc.
After
that,
we
wanted
to
spot
correct
or
accessible
channels
to
promote
MBA
information
to
our
targets.
So,
we
designed
two
questions
to
know
the
significance
of
social
media,
including
Facebook,
Twitter,
LinkedIn,
etc.
Part
C
is
to
draw
individuals’
to
check
UConn
MBA
website
and
to
obtain
their
opinions
and
suggestions.
We
wanted
to
know
their
opinions
about
MBA
website.
Since
we
do
believe
UConn
MBA
website
needs
to
improve
in
various
ways,
we
design
many
types
of
question
to
increase
concurrent
validity.
We
tested
some
suggestions
and
findings
from
our
Focus
group
interview.
Also,
we
had
one
opened
questions
for
gathering
recommendations
and
viewpoints
about
UConn
MBA
from
respondents.
Part
D
is
the
general
information
of
each
respondent.
4

6.
UConn-­‐
MBA
Website
Rejuvenation
To
ensure
the
accuracy
of
our
survey,
we
made
efforts
to
segment
them
into
different
demographic
features,
such
as
home
town/country,
marital
status,
educational
level
and
nationality.
Also,
we
tried
to
find
out
whether
there
is
a
relationship
between
years
of
working
experience
and
listed
information.
To
sum
up,
we
do
provide
a
comprehensive
questionnaire
for
our
recommendation
and
to
finalize
a
brief
improvement
plan
for
UConn
MBA
website.
In
the
practical
side,
we
gather
direct
opinions
from
respondents
so
that
the
survey
can
direct
us
to
the
way
to
improvement.
Sampling
plan:
Due
to
time
limitations
we
decided
to
choose
combination
of
different
non-­‐
probability
sampling
methods
such
as
convenience
sampling,
judgment
sampling
and
snowball
sampling.
Survey
participants
were
selected
randomly
from
our
acquaintances
primarily
from
three
categories-­‐
people
with
MBA
degree,
currently
pursuing
MBA
or
planning
to
do
MBA
in
near
future
(population).
We
sent
the
surveys
to
UConn
MBA
class
2012-­‐13,
some
online
forums
for
international
students
such
as
http://www.chasedream.com/
,
http://www.beatthegmat.com/mba-­‐website-­‐survey-­‐t113226.html(Convenience
Sampling)
and
our
known
friends
who
probably
fall
in
one
of
these
categories
(Judgment
Sampling).
We
also
asked
these
people
to
refer
it
to
their
friends
(Snowball
sampling).
Limitations
of
this
study:
Due
to
time
limitations,
though
we
aimed
for
getting
at
least
100
usable
responses,
we
could
get
only
around
50.
This
study
clearly
has
some
limitations.
Because
the
data
was
collected
from
anonymous
sources,
it
is
impossible
to
verify
the
information.
By
selectively
choosing
the
sources
(sites/
MBA
group)
we
tried
to
eliminate
non-­‐sampling
errors.
The
length
of
the
survey
was
probably
helpful
in
discouraging
individuals
who
were
not
serious
about
providing
their
information.
The
sample
is
not
entirely
reflective
of
the
general
population.
In
regard
to
region,
international
students
were
over
represented
and
other
groups
were
under
represented.
In
5

7.
UConn-­‐
MBA
Website
Rejuvenation
addition,
potential
MBA
students
are
under-­‐represented
as
well.
The
sample
size
limited
the
ability
to
fully
test
the
research
hypotheses.
Data
collection
and
data
entry:
An
online
survey
was
created
on
Qualtrics.com.
66
respondents
attended
the
survey.
17
were
ineligible
due
to
not
being
planning
to
do
MBA
program
and
did
not
hold
MBA
degree,
so
we
got
only
49
valid
respondents.
IV
ANALYSIS
RESULTS
During
our
analysis
of
the
survey
results
we
came
up
with
many
interesting
facts
that
could
be
useful
to
understand
the
behavior
of
the
potential
MBA
applicants
or
MBA
degree
holders.
We
are
listing
few
of
them
here.
1. (Appendix
E.1)One
interesting
fact
that
came
out
of
the
analysis
is
that
importance
of
academic
program
is
more
for
local
students
than
for
non-­‐local
students.
Here
dependent
variable
is
importance
of
academic
program
and
independent
variable
is
students’
original
residence.
We
used
Chi-­‐square
test
as
dependent
variable
has
ordinal
scale
and
independent
variable
has
nominal
scale.
Even
at
95%
confidence
level:
p-­‐value
(0.05)>
significance
of
0.041.
So,
we
can
reject
null
hypothesis.
Percentage
(70.6%)
of
students
from
Connecticut
rank
academic
program1
significantly
(p
=
0.041)
more
than
percentage
(50.6
%)
of
students
from
non-­‐
Connecticut
and
percentage
(53.6%)
of
students
from
other
countries.
Thus,
any
improvement
on
academic
program
would
be
more
effective
for
Connecticut
students
than
from
non-­‐local
students.
One
possible
reason
for
this
behavior
could
be
that
international
or
out
of
state
students
have
many
other
preferences
such
as
living
facilities,
getting
into
the
school
itself,
job
opportunities,
getting
into
US,
etc.
6

8.
UConn-­‐
MBA
Website
Rejuvenation
2. Descriptive
analysis
of
the
data
shows
that
participants
preferred
online
and
email
communications
over
other
forms
of
communication.
But
they
also
preferred
using
Facebook,
YouTube
and
LinkedIn
as
source
of
information.
Around
75.5
%
of
people
are
in
the
favor
of
online
communication.
Almost
60%
people
are
in
somewhat
agree-­‐
strongly
agree
range
for
the
usage
of
YouTube
videos.
This
strongly
supports
our
recommendation
of
using
more
videos
by
adding
YouTube
links
in
the
MBA
website.
3. Regression
analysis
[Appendix
E2]
of
the
percentage
points
allocated
to
student
life
section
of
UConn
website
and
Age
and
Work-­‐experience
of
student
population
show
some
dependency.
About
10%
of
the
change
in
points
can
be
attributed
to
the
age
and
years
of
work
experience.
This
ten
percent
is
significant
as
it
is
dependent
only
on
two
variables
out
of
many
in
the
list.
Also,
in
most
of
the
cases,
the
decision
making
factor
of
a
student
depends
on
website
quality
and
the
elaborate
details
associated
with
it.
As
our
analysis
pointed
out
earlier,
the
improvement
of
UConn
MBA
websites
in
order
to
attract
students
with
many
age
groups
are
significant
for
keeping
UConn
competitive
in
the
MBA
application
arena.
Moreover
competitive
schools
have
many
applications
come
in
and
less
acceptance
rates.
So,
not
only
the
fact
that
we
can
improve
the
pedigree
of
school,
but
we
can
improve
the
revenues
at
UConn
as
more
applications
results
in
more
money
for
the
school.
4. As
modern
lives
are
filled
with
social
connections
and
circles,
we
found
it
very
important
to
analyze
[Appendix
E3]
which
mediums
are
the
best
for
students
to
contact
UConn
and
also
in
a
way
our
analysis
shows
which
mediums
should
be
given
a
look
going
forward.
We
found
that
Mean
is
highest
and
standard
deviation
is
lowest
for
Online
communication.
This
shows
that
if
UConn
has
a
online
spokesperson
to
have
live
chat
with
the
potential
students,
it
really
helps.
The
next
best
way
to
communicate
through
email
(already
exists).
Projecting
the
email
in
important
spots
of
website
will
help
in
this
case.
Among
the
social
networking
sites,
Linkedin
(Both
mean
&
SD
are
third
best
in
the
category)
leads
the
pack
closely
followed
by
Facebook.
7

9.
UConn-­‐
MBA
Website
Rejuvenation
Our
analysis
shows
that
increasing
UConn’s
presence
in
these
sites
for
admission
related
knowledge
is
very
important
along
with
Youtube
videos
offering
admission
tips.
V
RECOMMENDATIONS
Our
recommendations
are
based
on
the
survey
results,
secondary
data
analysis
and
focus
group
report.
In
the
external
secondary
data,
we
collected
information
from
total
22
Full-­‐Time
MBA
program
websites’
to
compare
with
that
of
UConn
MBA’s.
The
comparison
including
the
website’s
appearance,
content
(include
major
emphasize,
main
message,
and
overall
structure),
social
media
link,
attractive
feature,
and
contact
information.
We
analyzed
the
pros
and
cons
of
each
category
of
these
websites
and
expected
to
find
the
better
model
for
UConn
MBA
website
(Please
see
our
secondary
data
analysis
in
the
attached
MBA
website
compared
Excel
sheet)
1.
Appearance:
We
suggest
three
aspects
to
improve
the
appearance
of
website:
•
Color:
We
categorized
all
the
websites
by
two
types
of
color
appearances
–
traditional
style
(see
Appendix
D1-­‐figure
1,2,3,4)
and
colorful
style
(see
Appendix
D1-­‐figure
5,6,7).
The
UConn
website
is
more
likely
to
fall
into
traditional
category.
Since
most
MBA
websites
are
part
of
the
B-­‐school
they
cannot
use
different
color
scheme.
Our
survey
indicates
that
about
44.9%
of
our
survey
participants
prefer
traditional
than
brightly
colored
(vividly
colored)
website
(see
Appendix-­‐D2
Chart
1).
Also,
we
found
one
of
our
focus
group
participant’s
opinions
very
interesting
that
traditional
looking
classy
website
reflects
the
long
history
and
high
reputation.
In
conclusion
we
suggest
that
UConn
website
continue
with
the
traditional
color
scheme.
However,
the
colors
used
for
some
parts
of
the
text
and
tabs
are
too
light.
A
user
might
miss
some
important
message
due
to
this
light
colored
font.
According
to
our
survey,
about
30.6%
of
the
users
agreed
that
adding
colorful
tabs
in
UConn
MBA
website
will
make
it
attractive
website
8

10.
UConn-­‐
MBA
Website
Rejuvenation
(see
Appendix
D2
Chart
2).
In
conclusion,
we
should
change
the
color
of
important
tabs
such
as
"Experiential
Learning",
“Global
Initiatives”,
“Academic
Excellence”,
and
“Career
Placement”
tabs
in
the
top
right
page
(see
Appendix
D3).
•
Video:
Some
MBA
programs
embed
videos
such
as
student
life,
student
experience,
and
campus
tour
in
the
homepage,
for
example,
(see
Appendix
D4-­‐figure
1,2,3,4).
In
the
focus
group
interview,
many
respondents
suggested
UConn
to
put
more
videos
on
the
website.
Some
suggested
putting
alumni/professors
videos,
while
some
(especially
international
students)
suggested
showing
more
about
facilities
classrooms
and
residential
life’s
videos.
Since,
it
is
difficult
for
international
students
to
visualize
the
college
they
also
suggested
the
visual
tour
video
or
a
panoramic
view
of
campus.
From
our
questionnaire
service,
38.8%
respondents
agree
that
watching
class
video
clips
online
will
give
them
a
clear
understanding
about
UConn
MBA
program
(see
Appendix
D5-­‐Chart
1).
Over
70%
of
the
respondents
agree
that
showing
a
live
telecast
of
UConn
campus
will
be
a
good
way
to
know
the
residential
life
(see
Appendix
D5-­‐Chart
2).
About
46.9%
participants
agree
that
using
live
recording
of
on-­‐campus
life
will
make
UConn
MBA
website
more
attractive
(see
Appendix
D5-­‐
Chart
3).
•
Flash
Picture:
Front
page
of
UConn
MBA
website
embeds
a
meaningful
picture
to
show
how
UConn-­‐MBA
“takes
you
farther”.
However,
according
to
our
secondary
research,
many
schools
are
good
at
using
flash
picture
on
their
website.
For
example
(see
Appendix
D-­‐6
Figure
1,2,3),
In
the
focus
group
interview,
after
showing
the
other
program
websites,
the
respondents
were
immediately
attracted
by
the
flash
view
of
MIT-­‐MBA
website(see
Appendix
D-­‐6
Figure
3),
and
one
of
them
9

11.
UConn-­‐
MBA
Website
Rejuvenation
from
Europe
also
mentioned
that
many
popular
website
in
UK
using
flash.
Since
flash
pictures
can
create
more
value
in
a
limit
space,
and
almost
over
half
of
the
respondents
in
survey
agree
or
somewhat
agree
that
using
flash
picture
will
make
UConn
MBA
website
more
attractive
(see
Appendix
D7).
Therefore
we
recommend
UConn
MBA
website
change
the
original
fixed
picture
on
headline
to
flash
pictures.
2.
Content:
•
Major
emphasize:
Every
MBA
program
has
their
own
specialties
that
they
emphasize
(see
Appendix
D8-­‐a:).
The
emphasis
areas
always
show
their
distinct
advantages.
According
to
our
exploratory
research,
the
main
two
reasons
of
choosing
UConn
MBA
are
“Experiential
Learning”
program
and
the
“Locational
advantage”
(close
NYC
and
Boston
with
enticing
job
opportunities).
Since,
the
experiential
learning
is
already
strongly
emphasized
at
the
top
of
the
page,
we
suggest
doing
the
same
for
the
“locational
advantage”.
This
will
accompany
with
a
clear
map
showing
hiring
firms
(see
Appendix
D8-­‐b).
We
found
the
statement
that
“Connecticut
is
conveniently
located
within
driving
distances
of
New
York,
NY
and
Boston,
MA.
Hartford
city
is
state’s
capital
and
is
also
a
financial
center.”
on
general
MBA
page.
Adding
this
statement
to
Full-­‐time
MBA
page
might
influence
potential
applicants
proceeding
with
the
application
process
as
future
job
prospect
is
one
of
the
key
factor
in
making
admission
related
decisions.
•
Main
message
According
to
our
research,
most
respondents
were
indifferent
in
their
opinion
about
UConn
Website’s
main
message
“UConn
MBA
takes
you
farther”
(see
Appendix
D9.
a
&
b)
From
the
focus
group
interview,
some
current
MBA
students
never
even
noticed
the
message
until
we
showed
them
or
did
not
find
it
unique.
In
the
secondary
data,
we
collected
messages
from
22
schools
and
chose
some
great
samples
as
references
(see
Appendix
D9
c.).
10

12.
•
UConn-­‐
MBA
Website
Rejuvenation
Overall
structure
The
overall
structure
of
UConn
MBA
website
is
informative
and
clear.
Our
questionnaire
research
discovered
that
there
were
36.7%
and
30.6%
of
the
respondents
agreed
or
somewhat
agreed
that
it
was
easy
for
them
to
become
skillful
at
using
UConn
MBA
website.
(see
Appendix
D10-­‐a
).
However,
many
words
and
categories
put
in
the
same
page
causes
international
students
feel
frustrated
when
reading.
For
example,
in
our
focus
group
interview,
an
MBA
student
from
Vietnam
complained
that
she
found
it
very
difficult
to
get
what
she
was
looking
for.
When
we
performed
cross
tabulation
on
the
data
we
found
that
men
were
happier
with
the
current
website
in
aspects
of
user-­‐friendliness
but
women’s
responses
ranged
primarily
in
the
strongly
negative
to
negative
categories
(SPSS
output-­‐
cross
tabulations
result).
Therefore,
we
recommend
UConn
to
improve
the
overall
structure
by
two
aspects.
Firstly,
making
the
categories
bars
distinct
from
each
other.
As
you
can
see
from
the
UConn
Full-­‐time
MBA
homepage
(see
Appendix
D10-­‐b),
each
category
or
title
do
not
separate
clearly
by
any
box
or
line.
While
compare
with
other
great
structure
samples
such
as
Temple
University
and
MIT
(see
Appendix
D10-­‐c&d),
it
is
obvious
that
their
overall
structure
look
more
clearer
than
UConn’s.
Secondly,
putting
important
actions
in
separate
bars
that
can
be
more
easily
discover
by
users,
thus
they
don’t
need
to
find
those
resources
or
information
from
un-­‐known
categories.
For
example,
Michigan
State
University
puts
“Sign-­‐up
for
an
Event”,
”Apply”,
“Connect
with
a
Student”,
and
“Request
for
Information”
in
an
obvious
position,
so
the
users
can
click
the
buttons
and
get
what
they
want.
(see
Appendix
D10-­‐e)
Finally,
in
the
focus
group
interview,
some
applicants
provided
the
idea
of
using
comparison
tables
for
different
MBA
programs
likes
the
BusinessWeek
reports
so
that
users
can
compare
11

13.
UConn-­‐
MBA
Website
Rejuvenation
different
aspects
quickly.
However,
this
table
has
a
risk
of
exposing
shortcomings
of
program,
and
is
only
useful
while
comparing
something
at
which
UConn
MBA
exceptionally
strong
(such
as
the
#1
Public
MBA
program
in
New
England).
3.Social
media
link:
Among
the
23
schools
studied
only
Wake
forest
University
did
not
have
social
media
links
to
its
homepage.
Even
UConn
MBA
website
unlike
www.uconn.edu
doesn’t
have
social
media
links
yet.
Social
Media
link
is
important
because
more
and
more
people
sharing
and
receiving
information
through
this
platform.
There
are
two
types
of
social
media
link-­‐
sharing
and
following.
Most
of
websites
with
social
media
buttons
input
following
link
in
order
to
lead
users
to
their
Facebook,
Twitter,
or
LinkedIn
page.
Few
of
them
adopt
both
sharing
and
following
buttons
(see
Appendix
D11-­‐a).
According
to
our
survey,
people
intend
to
follow
MBA
information
from
Facebook,
YouTube,
and
LinkedIn
(see
Appendix
D11-­‐d).
They
also
enjoy
sharing
MBA
information
via
social
media
platform
(see
Appendix
D11-­‐e).
Therefore,
we
recommend
UConn
MBA
website
to
add
social
media
links
to
the
website.
There
are
some
great
examples
for
adopting
the
links,
(see
Appendix
D11-­‐b&c)
as
the
reference.
4.Contact
information:
The
contact
information
can
display
in
many
ways.
In
general,
most
schools
including
UConn
simply
put
the
general
information
(email,
phone
numbers,
and
fax
numbers)
in
the
corner
of
the
page
(seeAppendic
D12-­‐a&b).
However,
from
our
secondary
data,
we
found
that
there
are
many
excellent
ideas
to
improve
the
contact
information
form
and
make
it
friendly
for
users.
We
recommend
UConn
MBA
website
create
the
online
respond
system.
Users
can
type
in
their
information
and
questions
directly
on
the
online
form
and
send
it
to
the
office
(see
Appendix
D12-­‐
c).
This
method
benefits
international
applicants
who
don’t
think
phoning
school
is
a
practical
12

14.
UConn-­‐
MBA
Website
Rejuvenation
option.
This
system
also
enables
the
programs
to
collect
personal
information
from
potential
applicants
and
send
application
reminder
emails
to
them.
According
to
our
survey,
80%
of
the
respondents
need
an
application
reminder
email
to
remind
them
the
next
steps
(see
Appendix
D12-­‐
d).
Fisher’s
MBA
has
integrated
all
contact
methods
in
a
box
(Appendix
D12-­‐e),
that
makes
all
contact
methods
easily
approachable.
Thus,
we
strongly
suggest
UConn
MBA
replaces
the
information
text
to
an
integral
box
with
all
contact
information
and
methods.
Attractive
feature:
Here
are
some
innovation
features
that
can
make
UConn
MBA
website
more
attractive
for
potential
applicants.
•
Successful
Alumni
stories
Put
successful
alumni
stories
on
a
webpage
to
descripted
how
their
MBA
experiences
and
who
they
are
working
for
now.
(see
Appendix
D13-­‐a&b)
•
Career
The
most
important
factor
for
choosing
MBA
programs
is
their
career
service.
In
order
to
pursue
an
image
of
great
career
service,
we
suggest
to
post
the
hiring
firm
lists
(see
Appendix
D14-­‐a),
alumni/networking
information
(see
Appendix
D14-­‐b),
and
online
career
resources
system
(see
Appendix
D14-­‐c)
on
the
website.
•
Program
news
Embed
the
well
updated
program
news
can
make
the
program
look
vivid
and
increase
the
awareness
of
the
website.
(see
Appendix
D15-­‐a)
13

15.
•
UConn-­‐
MBA
Website
Rejuvenation
Student
life
photos
and
videos
In
the
focus
group
interview,
some
respondents
suggested
to
post
more
information
about
the
residential
life.
This
information
is
especially
important
because
they
may
spend
two
years
in
the
new
environment.
Rice
University
has
excellent
videos
and
photos
about
MBA
life
(see
Appendix
D16-­‐a&b).
University
of
Maryland
has
student
ambassadors
and
MBA
blogs
to
introduce
campus
life
(see
Appendix
D16-­‐c).
University
of
Illinoi-­‐
Urbana
Champaign
provides
very
detail
list
for
student’s
life
such
as
the
best
restaurants,
Art
&
Culture
events
and
international
food
stores
(see
Appendix
D16-­‐d).
14