One of the Krannert School of Management most respected programs had a perception problem: after years of achievements and accolades, the Bachelor of Science in Industrial Management (BSIM) was struggling with its enrollment goals.
Refocusing and Recasting an Essential Program
Purdue Marketing and Communications partnered with Krannert to help this vital program find and connect with its audience.
Together, we conducted 1:1 interviews, focus groups and peer audits with students, advisors, recruiters, alumni and corporate partners. We uncovered misperceptions among prospective students, missed opportunities to champion the program from within and a general uncertainty about how to express the program’s offerings to employers. Ultimately, our research contributed to a name change and supported curriculum updates that strengthened the program and its offer.