Marriott School of Management; perceptions; communication
The Marriott School of Management (MSM) has interest in finding out how alumni and supporters perceive the MSM, and the effectiveness of their communication. The MSM's primary communication with the alumni is Exchange magazine. Larry MacFarlane, editor of Exchange (under the direction of K. Fred Skouson, Dean of the Marriott School of Management), has requested Image Marketing to find out how the alumni perceive the MSM and Exchange magazine. This research will help in directing their strategic plan to students, alumni, and recruiters. Image Marketing is comprised of Brent Powell, Ken Ozawa, Don Tweet, Todd Hendricks and Thomas Jones.