Purpose of the Committee
The Marketing Committee develops and implements strategies to promote the values of
membership to various target segments, including not only educational institutions but also the
community at large for the purposes of recruiting new members, retaining existing members,
and building awareness. This Committee works cooperatively with the Regional Councils and
other ACBSP committees to achieve these objectives.
History of the Committee
The Marketing Committee originated in 2001 at the recommendation of Donna Duffey, ACBSP
president at the time. Initially, the Committee focused on strategies to promote attendance at
the ACBSP Annual Conference and Fall Regional Meetings — both to existing and prospective
members — and to assist in the recruitment and retention of members.
In 2009, with John Lewington as chairperson, the Marketing Committee began to take a more
active role in developing tools to help ACBSP and its members communicate the value of
ACBSP accreditation. At the request of the Board of Directors, the Marketing Committee
launched a rebranding effort. David Ho, ACBSP president from 2007-08, voiced a growing
concern that ACBSP had changed since its inception in 1988 and that neither the name nor the
logo reflected the global presence of ACBSP. The result, after recommendations by the
Marketing Committee and the Board of Directors, was to retain the acronym ACBSP, but to
change the name from Association of Collegiate Business Schools and Programs to
Accreditation Council for Business Schools and Programs. After more than a year of research
and planning, the Board of Directors presented the proposed name change (as it required a
change in the Bylaws), a new logo, and tagline to the membership for approval at a business
meeting held during the 2010 ACBSP Annual Conference in Los Angeles. The membership
unanimously approved these recommendations.
In 2011, ACBSP contracted with Envy Communications to conduct a media audit, a
communications audit, and to present strategies for enhancing brand awareness. The
Marketing Committee and ACBSP Marketing and Communications staff continue to develop
strategies based on the findings of this audit and have conducted sessions at the Annual
Conference encouraging members to promote their accredited status and share the benefits of
accreditation through campus and local media outlets. Additionally, the Committee has
supported the development of a Discover ACBSP marketing brochure and Promoting Your
Accredited Status brochures. In 2014, ACBSP hired a new staff member to develop marketing
strategies to retain and recruit associate degree members.
The Committee plans to examine and track trends in business education. This is an action
item from the Strategic Plan that will involve surveying members to determine trends they are
witnessing, such as the impact of MOOCs.
Your Pathway to Involvement
The Committee welcomes members with marketing expertise or interest who are willing to take
an active role in developing strategies, sharing ideas, and leading efforts in the ongoing work
of creating a broader awareness and deeper understanding of ACBSP accreditation. Members
must be willing to participate in regularly scheduled conference calls throughout the year.