School of Economics and

Business Administration

Think Globally. Lead Responsibly.

Institutional Marketing Committee

July 2012

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Our Presentation

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• Marketing SEBA’s strategic foci/positioning of:

Think Globally. Lead Responsibly.

• Marketing Graduate Business Programs for

Recruitment

Why Do We Need Strategic Foci

and Positioning?

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• To support the Mission and Academic Blueprint

of the College

• To provide strategic directions for the School

• To guide School’s decisions and resource allocations

• To enhance marketing messages and appeal to

prospective students

• To avoid the trap of trying to be everything to everyone

SEBA Vision

To be an internationally recognized business and economics

school for developing individuals who

think globally and lead responsibly.

SEBA Mission

Built upon the Lasallian, Catholic and Liberal Arts

traditions of Saint Mary's College, the School of

Economics and Business Administration strives to

develop business and community leaders with global

and responsible perspectives.

We prepare our graduates to be professionally skilled,

culturally aware, socially responsible and ethically

principled.

SEBA’s Strategic Foci/Positioning

Tag Line

Think Globally. Lead Responsibly.

SEBA Strategic Planning Process

Academic Blueprint

BOS Strategic Plan

• SEBA Mission & Vision • SEBA Five Strategic Goals

Strategic Planning Task Force

Strategic Planning Retreat (Admin Council

and Guests)

Draft Strategic Plan with Six

Strategic Goals,

Objectives & Tasks

Strategic Plan Input from

Departments and Areas

Spring 2011

Summer 2011

Spring 2011

• Faculty and Staff Meeting & Discussion • Advisory Board

Fall 2011

SEBA Strategic Plan

Fall 2011

Faculty and staff Retreat

Spring 2011

Choosing Strategic Foci

Strategic

Foci

SEBA’s

Capabilities

SMC Mission, BOS & Academic Blueprint

Competition

San

Francisco

Bay Area

Marketing and Implementing

Strategic Foci and Positioning

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• See handout

Marketing

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2012 SEBA Marketing Goals

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Marketing goals

1. Implement new strategic positioning: Think Globally. Lead

Responsibly.

2. Increase prospect pool for graduate business programs

3. Maintain web content for undergraduate and graduate SEBA

programs

4. Increase buzz and generate awareness to all constituents of all

the exciting things happening at SEBA

Graduate Business Degree Offerings

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12 degree programs starting / calendar year

Jan Feb Mar April May June July Aug Sept Oct Nov Dec

MS FAIM Hybrid Exeutive EMBA

ProfessionalMBA Executive MBA San Ramon T-GEMBA

MS FAIM Hybrid EMBA

Professional MBA Executive MBA Moraga Weeknight Executive MBA Moraga Saturdays Executive MBA Santa Clara T-GEMBA

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Moraga

Executive MBA

Weeknights

Executive MBA

Saturdays

Hybrid Executive MBA

Professional MBA

Santa Clara

Executive MBA

San Francisco

MS Financial Analysis

& Investment

Management

San Ramon

Executive

Trans-Global

Executive MBA

Off-campus classes are offered in executive meeting centers

Graduate Business Degree Locations

Graduate Business Degree

Target Audience Profile

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Professional MBA:

– 28 years old (average)

– 27% Female

Executive MBA

– 35 years old (average)

– 30% Female

– Note: According to the Executive MBA Council industry research,

in 2010, 26% of Executive MBA students were women.

Trans-Global Executive MBA

– 42 years old

– 41% Female

Master of Science in Financial

Analysis & Investment Management

– 27 years old

– 30% Female

Where Do Our Prospects Live?

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Graduate Business Programs Recruitment

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Information sessions (4/month)

Graduate School Fairs

Corporate Fairs

Interview Days

Class Visits

Coffee Chats

Lunch-n-Learns

Scholarships (increased from zero to about $100,000 per year)

Dean’s Scholarships

Wilder Scholarships

AAA Scholarship for Diversity

Dean’s Scholarship for Women Executives

William L’Heureux Scholarship for Responsible Business

William L’Heureux Scholarship for Global Business Leadership

William L’Heureux Scholarship African-American Diversity

Scholarship

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OVERALL • More balanced approach

• Online increased significantly

• Reduced print spend significantly

• Broadcast spend remains consistent

• Social media growing

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How Prospects Heard About Us

Graduate Business New Enrollments

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2009-10 2010-11 2011-12 Total

Target 212 241 247 700

Result 220 236 258 714

Source of Data: The Provost Office

THANK YOU!

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