Harvard Case - Latinos and the MBA Option
"Latinos and the MBA Option" Harvard business case study is written by Jose B. Alvarez, Lulu Curiel, Eric Calderon. It deals with the challenges in the field of Marketing. The case study is 9 page(s) long and it was first published on : Jan 19, 2021
At Fern Fort University, we recommend a multifaceted approach to attract more Latino students to the MBA program. This strategy focuses on building a strong brand presence within the Latino community, addressing key concerns about affordability and accessibility, and leveraging digital marketing to reach prospective students effectively.
2. Background
This case study focuses on Fern Fort University (FFU), a private university with a strong MBA program. While the program enjoys a good reputation, it struggles to attract a diverse student body, particularly Latinos. Despite the growing Hispanic population and their increasing interest in higher education, FFU's MBA program remains predominantly white. The case highlights the challenges faced by FFU in attracting Latino students, including cultural barriers, financial constraints, and lack of awareness about the program's value proposition.
The main protagonists of the case are:
- Dr. Maria Lopez: A passionate professor and advocate for diversity at FFU. She is deeply concerned about the lack of Latino representation in the MBA program.
- Dean Michael Thompson: The Dean of the Business School at FFU, who is committed to increasing diversity but faces budgetary and logistical constraints.
- The MBA Program: A well-established program with a strong reputation, but struggling to attract a diverse student body.
3. Analysis of the Case Study
To analyze the situation, we can apply a SWOT analysis to understand FFU's strengths, weaknesses, opportunities, and threats:
Strengths:
- Strong MBA program reputation: The program has a strong reputation for quality education and career outcomes.
- Dedicated faculty: The faculty is committed to student success and willing to support diverse learners.
- Potential for growth: The Latino population is growing rapidly, representing a significant untapped market.
Weaknesses:
- Lack of Latino student representation: The current student body lacks diversity, particularly in terms of Latino enrollment.
- Limited marketing efforts: FFU's marketing efforts have not effectively targeted the Latino community.
- Perceived cost barrier: The cost of an MBA program can be a significant deterrent for many Latinos.
Opportunities:
- Growing Latino population: The growing Hispanic population presents a significant opportunity for FFU to increase diversity.
- Increased interest in higher education: Latinos are increasingly pursuing higher education, creating a potential pool of qualified candidates.
- Digital marketing reach: Leveraging digital marketing can effectively target and reach potential Latino students.
Threats:
- Competition from other universities: FFU faces competition from other universities, both public and private, for Latino students.
- Economic uncertainty: Economic downturns can impact student enrollment and affordability.
- Negative perceptions about the program: Misconceptions about the program's accessibility and relevance to the Latino community can hinder recruitment.
4. Recommendations
To attract more Latino students, FFU should implement a comprehensive strategy that addresses the identified strengths, weaknesses, opportunities, and threats. This strategy should focus on:
1. Marketing and Branding:
- Targeted marketing campaigns: Develop marketing campaigns specifically tailored to the Latino community, leveraging culturally relevant messaging and imagery.
- Brand positioning: Position FFU's MBA program as a valuable investment for Latinos seeking to advance their careers and contribute to their communities.
- Social media engagement: Utilize social media platforms popular within the Latino community to build awareness and engage with potential students.
- Partnerships with Latino organizations: Collaborate with Latino organizations, businesses, and community leaders to promote the program and build trust.
- Student testimonials: Feature successful Latino alumni in marketing materials to showcase the program's value and impact.
2. Accessibility and Affordability:
- Financial aid programs: Expand financial aid options specifically tailored to the needs of Latino students, including scholarships, grants, and payment plans.
- Mentorship programs: Establish mentorship programs that connect Latino students with successful alumni and industry professionals.
- Cultural sensitivity: Ensure that the program's curriculum and culture are inclusive and welcoming to Latino students.
- Language support: Offer language support services for students who may need assistance with English proficiency.
3. Digital Marketing:
- Targeted digital advertising: Utilize digital advertising platforms to reach potential Latino students based on demographics, interests, and online behavior.
- Content marketing: Develop engaging content (blog posts, videos, infographics) that addresses the concerns and aspirations of Latino students.
- Search engine optimization (SEO): Optimize the university website and program information for relevant keywords to improve visibility in search results.
- Email marketing: Build an email list of potential students and send targeted emails about program updates, events, and application deadlines.
4. Program Innovation:
- Develop specialized tracks: Offer specialized tracks within the MBA program that cater to the interests and career goals of Latino students.
- Integrate entrepreneurship: Develop courses and resources that support Latino entrepreneurship and business development.
- Focus on social impact: Highlight the program's commitment to social responsibility and its potential to create positive change within the Latino community.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of FFU's current situation and the needs of the Latino community. They consider:
- Core competencies and consistency with mission: These recommendations align with FFU's mission to provide high-quality education and promote diversity.
- External customers and internal clients: The recommendations address the needs of both potential Latino students and the university's faculty and staff.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate FFU from other universities.
- Attractiveness: The recommendations are expected to increase student enrollment and improve the program's financial sustainability.
6. Conclusion
By implementing these recommendations, FFU can effectively attract more Latino students to its MBA program. This will not only increase diversity but also enhance the program's reputation and contribute to the university's overall success.
7. Discussion
Other alternatives not selected include:
- Lowering tuition: While reducing tuition could make the program more affordable, it could also negatively impact the program's quality and financial sustainability.
- Offering a separate MBA program for Latinos: This could be perceived as discriminatory and could undermine the program's overall reputation.
Key assumptions of the recommendations include:
- The Latino community is interested in pursuing an MBA: This assumption is supported by the growing number of Latinos pursuing higher education.
- FFU can effectively target the Latino community: This assumption relies on the university's ability to develop culturally relevant marketing strategies.
- Financial aid programs can be effective: This assumption depends on the availability of resources and the effectiveness of the program design.
8. Next Steps
To implement these recommendations, FFU should:
- Form a task force: Establish a task force to oversee the implementation of the strategy.
- Develop a marketing plan: Create a detailed marketing plan that outlines specific tactics and timelines.
- Secure funding: Identify funding sources to support the implementation of the recommendations.
- Monitor progress: Track key metrics to assess the effectiveness of the strategy and make adjustments as needed.
By taking these steps, FFU can successfully attract more Latino students to its MBA program and create a more diverse and inclusive learning environment.
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