Promoting Business Schools: A Content Analysis of Business Schools Magazines

Abstract

Among the efforts made to attract students and supporters, many business schools use brochures or magazines to build and maintain relationships with alumni and other stakeholders, to attract new students, and to improve their overall visibility. These promotional materials have various contents, such as message from the dean, academic programs, student achievements, or faculty and staff news, among others. We perform a content analysis on the extent to which the content is utilized by AACSB-accredited business schools in the United States. The study provides an initial picture of self-promotion of business schools using school magazines. The result will increase our knowledge in the area of higher education marketing and help inform marketing professionals in business schools and colleges or universities in general.