International Business and Management Study Programme Assessment

The International Business and Management Department of the Fontys University of Applied Sciences was facing two main problems: 1. A lack of insight as to how to promote the benefits of the International Business & Management Studies programme in a more effective way. 2. A lack of insight regarding what are the expectations of the International Business Managers concerning an International Business & Management Studies graduate. Consequently, recommendations were formulated to assist in better positioning the benefits of the IBMS study programme with the help of a strategic marketing plan. The more structured approach and the suggested marketing tools should assist the university to ultimately reach more prospective students. The second part of the report concentrates on a comparison of the current demand of International Business Managers to the IBMS study programme. A small scale survey involving roughly 32 International Business Managers brought out that the requirements are nearly met by 100%.