In March 2025, I partnered with colleague Lia Mercure to conduct a comprehensive competitive analysis of MBA program marketing strategies across peer institutions. This research was designed to inform Quinnipiac University's updated messaging approach for its newly enhanced MBA program.

Our research process involved examining how competing universities communicated program benefits, structure, and credentials to prospective students through their digital platforms. We identified best practices in conveying complex program information and analyzed effective messaging strategies that resonated with target audiences.

Given Quinnipiac's recent program enhancements—including the addition of STEM designation and implementation of flexible scheduling options—we developed strategic recommendations to ensure these competitive advantages were clearly communicated on the university's website. Our specific recommendations included adding detailed explanations of the STEM designation and its benefits for international students, clarifying diploma wording to address prospective student questions, and prominently featuring the new flexible scheduling options that accommodate working professionals.

Our recommendations were approved by the Department of Marketing Communications and subsequently implemented. The updated content is now live on the MBA program webpage, providing prospective students with clearer, more compelling information about the program's distinctive offerings.