Carnegie Mellon University

Exploring Market Behavior, Expanding Enrollment

Tripp Umbach has partnered with Carnegie Mellon University for many years conducting market research to establish its value proposition, articulate its distinguishing attributes, refine its positioning and define its brand platform.  In fact, it laid the groundwork for one of the university’s most significant and successful changes – dropping the CMU name to reclaim the brand equity in Carnegie Mellon.  With its in-depth understanding of Carnegie Mellon’s culture and competencies relative to its target audience and competition among the elite institutions across the country, Tripp Umbach was asked to conduct the initial research that ultimately led to the development of the H.J. Heinz School of Public Policy and Management.  The team’s market research examined attributes for decision-making in executive education programs, including cost, location, curriculum and faculty.   Its action plan outlined strategies to strengthen specific certificate and degree programs as well as market its competitive advantages to its target audience.

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