Recruitment Activities Influencing Students’ Choice of Simon Fraser University’s Segal Graduate School of Business

This paper investigates the recruitment activities that influence prospective graduate students’ choice of Simon Fraser University’s Segal Graduate School of Business. Academic research, results from the school’s qualifications assessment form, and applications for academic programs beginning in January 2006 and September 2006 as well as popular literature provide the basis for analysis. An examination of the MBA product is conducted through a 4Ps analysis as well as product explanations that identify other factors and variables influencing a student’s choice of MBA program. Findings indicate that students are more likely to enroll at the Segal Graduate School of Business if they are from Vancouver (or Canada), if they attend an information session in the fall, and if they receive funding in the form of a scholarship or award. Findings with regards to the effect of advertising on number of qualifications assessment inquiries and information session registrations may provide the basis for research.