Evaluating Market Orientation of an Executive MBA Program

This paper evaluates the market orientation of the Executive MBA program offered at Saint Joseph's University (Philadelphia) using input from a study of current and past students. The EMBA program was evaluated in terms of twelve skills and knowledge areas measuring effective managerial performance and the student-executives' perceptions of the strengths and weaknesses of the program in delivering these skills. Both the positive and the negative feedback received from student-executives' evaluation since have been used by the program to identify consumer needs, make curriculum adjustments, and enhance market efforts on an on-going basis. It is believed that the results, which benefited Saint Joseph's, could also be beneficial to other universities with an existing EMBA program or who are considering starting an EMBA program.