UBC MBA+MBAN Strategy

UBC MBA + MBAN G2M Strategy

UBC MBA + MASTER OF BUSINESS ANALYTICS (MBAN) DUAL DEGREE PROGRAM
specialized degrees
1
cost of tuition
$ 1
month program
1

MARKETING PROPOSAL

In the wake of COVID-19, Robert H. Lee Graduate School sought to launch a new graduate school program, UBC MBA + Master of Business Analytics (MBAN) Dual Degree. Due to the world’s instability and predicted recession, there were concerns that the program would not attract applicants because of the program’s expensive tuition.

Therefore, I proposed to create a data visualization such as a pie chart that would act as a tuition breakdown. With the chart, students can see that their tuition would be subsidized by other streams of income; thereby mitigating the psychological impact of the program’s high cost. The chart would also promote key program highlights such as UBC MBA + MBAN’s experiential learning opportunities and scholarships.

WHAT I LEARNED

MARKETING STRATEGY

Analyzed RHL's environment to create a solution that would increase RHL's appeal to consumers

POSITIONING

Researched market data and academic papers to create a positioning strategy based on Prospect Theory and loss-aversion

BUSINESS PRESENTATION

Presented marketing proposal over Zoom to supervisor and fielded questions over proposal's viability