Data Analysis Design: Enrollment
of College of Business Administration
Create your data analysis design
using the information below.
Research Topic: Enrollment of
College of Business Administration at Texas A&M University- Kingsville
(General information about
research topic)
Texas A&M
University-Kingsville is located in historic Kingsville, a friendly, safe city
of 25,000 that is the home of the legendary King Ranch. Corpus Christi and its
beaches are just 40 miles to the northeast, and the border with Mexico is 120
miles to the south at Brownsville or 119 miles to the west at Laredo. College
of Business is noted for preparation of business professionals and offers a
broad variety of undergraduate and Graduate programs. College of Business
Administration is nationally accredited by the Association of Collegiate
Business Schools and Programs (ACBSP) to offer the Bachelor of Business
Administration (B.B.A.) degree at the undergraduate level and the Master of
Business Administration (M.B.A.) and the Master of Professional Accountancy
(M.P.A.) degrees at the graduate level. The College of Business Administration
is composed of the following three departments:
– The Department of Accounting and
Computer Information Systems
– The Department of Economics and
Finance
-The Department of Management and
Marketing
In addition, the College houses
the J.R. Manning Center for Professional Ethics which serves as the location of
the Philosophy program for the University. Primary service area of the College
of Business is the three counties of Kleberg, Nueces, and Jim Wells. However,
it has traditionally also drawn many students from the areas around San
Antonio, Victoria, and the Rio Grande Valley.
(Research problem)
Since A&M-Kingsville became
part of The Texas A&M University System, and changed its name in 1993, its
identity has suffered. No external campaign promoted the name change or made it
known. And, no marketing effort has attempted to re-establish the old identity,
or create a new one. In this same environment, competition for students has
increased from community colleges and universities throughout South Texas,
while universities from other parts of the state and nation are increasing
their recruitment efforts in South Texas as they attempt to increase their
minority enrollments. From 1998 to 2002 the enrollment of College Of Business
increased 38%, from 713 to 986. However this is significantly lower than
desired.
(Research approach)
The prior research objective is to
prepare a marketing research to increase the enrollment of College Of Business
Administration at Texas A&M University-Kingsville and offer strategic goals
that support this objective. The other main objectives to do this are as
follows:
1. Obtain information about the
general characteristics and student demographics of College Of Business and use
statistics of enrollment and retention rates to understand the current
situation and define the target population.
2. Refer to the results of
previous studies and marketing plans to determine the strengths and weaknesses
to prepare a SWOT analysis.
3. Analyze the survey results of
all external and internal audiences, learn the general opinions and focus on
the biggest qualities and lacks of the school.
4. Search the rival institutions
in South Texas, learn their superiorities and lacks to compare with
A&M-Kingsville
5. Evaluate performance and offer
goals to implement a plan with resources available.
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