College Image: A Strategic Marketing Dilemma

ABSTRACT This paper reports the results of two image studies conducted by a college of business in the university's trade area over a ten-year period. A mail survey was used in the first study and an Internet survey was used in the follow-up study. Results indicated an improvement in the college's desired image over the ten-year period. However, when respondents were asked which university they would recommend to future students for various majors in the college of business, the percent recommending the local college was smaller than in the previous study in five out of six majors offered. Thus, the image had improved but the desirability of the college was actually worse, creating a serious marketing problem for the college. Possible explanations for this phenomenon were explored.