Evaluating the Engineering Management Brand Meaning


Engineering management is not a well understood discipline in the field of engineering, especially compared to more traditional engineering. A systematic approach to evaluating an academic brand meaning was developed using Keller's model of building a strong brand. This methodology was used in a case study to evaluate the current brand, meaning the oldest and largest engineering management department in the United States at the Missouri University of Science & Technology (Missouri S&T, formerly the University of Missouri-Rolla). Results will aid the department and others in managing their brand as well as in general enrollment management by gathering an understanding of the department's brand meaning in the eyes of potential students and employers. Knowing the expectations of each will allow the department to better align itself to meet the needs of each market segment. The brand evaluation approach applied in this case study can also be used by other similar disciplines.


Business and Information Technology

Second Department

Engineering Management and Systems Engineering

Third Department

Psychological Science

Keywords and Phrases

Branding; Engineering management; Enrollment management; Evaluation approach; Market segment; Missouris; University of Missouri-Rolla; Education computing; Engineering; Management; Engineering education; Academic branding; Branding; Engineering education; Engineering management

International Standard Serial Number (ISSN)


Document Type

Article - Journal

Document Version


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© 2010 American Society for Engineering Management (ASEM), All rights reserved.

Publication Date

01 Jan 2010