Positioning of Ontario University Business Programs - Guelph-Humber

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Universities need a unique and differentiated positioning to stand out and continue to grow in the Ontario Higher Education marketplace. The University of Guelph-Humber’s business program does not currently have a clear positioning strategy, which is necessary to increase enrolment and ultimately profits. In essence, it has yet to find the one unique word that is synonymous with the University of Guelph-Humber. With the use of qualitative and quantitative research, this thesis will present a better understanding of the decision-making process when applying to a business program and to propose a positioning strategy for Guelph-Humber that is credible, compelling and distinctive.