Henry CANFIELD
Florida Atlantic University, USA
This study investigates how university branding influences enrollment decisions in executive education, using Florida Atlantic University’s College of Business Executive Education as a case study. The motive behind the research stems from the growing competitiveness of executive and professional education markets, where program offerings have become increasingly similar in content, format, and delivery. In such an environment, brand differentiation emerges as a critical strategic asset that signals legitimacy, quality, and prestige. Despite extensive research on branding in higher education, few empirical studies have explored how brand perception interacts with functional enrollment attributes—such as curriculum, cost, and scheduling—within executive education. This gap underscores the relevance of the present study.
A structured survey was administered to 141 students enrolled in the Executive Education programs during Spring/Summer 2025, capturing perceptions of reputation, recognition, and credibility alongside functional decision factors. The research employed descriptive analysis to identify patterns of brand influence and propose a framework for future regression and mediation testing.
Findings indicate that brand perception was the dominant determinant of enrollment decisions, cited by 79% of respondents—surpassing curriculum relevance and cost considerations. Moreover, for out-of-state and online students, brand reputation exerted an even stronger effect, reflecting its role as a trust and credibility signal in contexts of higher uncertainty. The study concludes that brand acts not only as a predictor but as a mediator of decision-making, shaping how students interpret program attributes. Sustained investment in branding, particularly digital visibility and reputation management, is therefore essential for executive education growth.