Title

Assessing the Brand Meaning of an Interdisciplinary Engineering Programme through a Branding Method

Abstract

This paper presents the brand status of the Interdisciplinary Engineering (IDE) degree programme at Missouri University of Science and Technology (Missouri S&T), formerly the University of Missouri-Rolla (UMR). The IDE degree was founded in 2005 at UMR to meet the emerging need to provide considerable flexibility to students allowing them to construct programmes of study in areas of interest while maintaining a foundation in mechanics, thermal science, electrical networks and linear systems. This paper presents the brand status of the IDE BS degree among prospective and current students, academic faculty, and industry, and weighs it against the original implementation plan proposed in 2005 and provides the current perception of the degree programme at Missouri S&T.

Department(s)

Business and Information Technology

Second Department

Engineering Management and Systems Engineering

Keywords and Phrases

Branding; Design education; Marketing; Perception; Planning

International Standard Serial Number (ISSN)

1748-3050; 1569-1551

Document Type

Article - Journal

Document Version

Citation

File Type

text

Language(s)

English

Rights

© 2011 Inderscience, All rights reserved.

Publication Date

01 Jul 2011

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