Feasibility and pertinence study for the Master’s Degree in Strategic Marketing Management

Abstract

This feasibility and pertinence study for the master’s degree in strategic marketing management responds to the demand for continuing education and professional development among graduates of Bluefields Indian & Caribbean University (BICU). The objective of the study was to analyze the relevance and feasibility of the proposed master’s in strategic marketing management. As of 2023, BICU has a total of 5,430 graduates with degrees in various fields of study. Of these, 49.13% are graduates from the Area of Economic and Social Sciences (ACCES), and 68.25% are women. This is an exploratory cross-sectional study based on the database of graduates up to 2023, which served as the study population from which a sample was selected. The study utilized the university’s database of graduates, provided by the academic registry. A digital survey was designed in Google Forms and administered to 245 students, with 56.7% of participants being women aged 18 to 25. The data were analyzed using pivot tables in Excel and the SPSS statistical software. The format and cost were the determining factors for continuing education and professional development. A total of 11 master’s degree programs and 23 specialization and/or certificate programs were presented. 90% believe that the cost of a master’s degree should not exceed $3,000.00 and $450.00 for specializations and/or certificate programs. One of the main factors to consider is that 46.9% of the graduates are from the main campus; 58% have permanent jobs, and 18.7% are self-employed. Finally, the study identified data on costs, formats, and student preferences regarding master’s degree topics and potential specializations, which provide insights for assessing the relevance and feasibility of the proposal.