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Committees: Marketing

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 β€” both to existing and prospective members β€” 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.

Committee Projects

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.

Board Liaison
Tilokie Depoo
Michelle Meyer
Committee Liaison
Jeffrey P. Lineman
Ramaswamy Hariharan
Brenda G. Johnson
Jane Mattes
Helen A. McGowan
Elena P. Mojica Carrillo
Reed Peoples
Barbara Primm
Beena Salim
Deb Tech
Staff Liaison
Melinda Dorning
Janel Bell-Haynes