Why Are Executives Leaving? Jennifer Hanson MBC Final Project May 2008.
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Transcript of Why Are Executives Leaving? Jennifer Hanson MBC Final Project May 2008.
Why Are Executives Leaving?
Jennifer Hanson
MBC Final Project
May 2008
Membership Challenges
• Executive-level members are not attending
programs
• Program attendees ask, “Are you a younger
group?”
Importance to Organization
• Knowledge and prestige of executives
• Profits through program revenue
• Increased satisfaction and renewal rates
What I Wanted to Learn from Executive Members
• Professional development experiences
• Attitudes toward programs and benefits
• Opinions on future programs
Research Question
Would specific programming
encourage executive-level
members to return?
Methodology
• Surveyed 209 executive-level members
• Mailed 35-question paper survey
• Included quantitative and open-ended
questions
Response Rate
• 76 completed surveys returned
• 36% response rate
Demographics
• 67% 35–55 years old
• 81% have worked in marketing or sales
for 10–20+ years
• Surveyed the correct group of members
Participation in Professional Development
• 88% have participated in past year
• 51% have participated 2 or 3 times
Professional Development
“I don’t have time for professional
development”• Of those who do participate:
36% agree
51% disagree
• Of those who do not participate:
78% agree
Professional Development
“A marketer always has room to
develop professionally, regardless
of career stage.”
• 95% agree
Attendance at Programs
• 39% attended zero programs
• 28% attended one program
• 67% low attendance
How many MN AMA programs have you
attended within the past year?
Satisfaction with Programs
• 58% satisfied
• 9% dissatisfied
(25% have no experience with programs)
What is your overall level of satisfaction with
the MN AMA programs you’ve attended?
Satisfaction & Attendance
How many MN AMA programs have you
attended within the past year?
• Of those very satisfied with programs
58% attended 2 programs
33% attended 1 program
• Of those very dissatisfied with programs
67% attended 1 program
33% attended 0 programs
Importance of Benefits
• 63% said that this benefit is very or
somewhat important
To what degree do MN AMA educational
offerings play a role in your decision to
renew your membership?
Most Important Benefits
• 43% chose Networking as top benefit
• 22% chose Career Development
as top benefit
• 18% chose Industry News/Updates
as top benefit
Program Topics Requested
1. New media and e-marketing
2. Industry trends
3. Market research
4. Branding
5. Strategic planning
6. Networking opportunities
Interest in Program Formats
• Executive Networking—79%
• Special Interest Group—68%
• Online Strategy Forum—57%
• Web Seminars—54%
Challenges of Marketers
• Time and budgets
• Hiring and developing employees
• Keeping up with industry knowledge
• Learning about e-marketing
• “Selling” marketing within company
List three challenges you face in your
current job role:
Answering the Question
Yes!
Recommendations
• New Program Formats
- Executive-member networking
• New Program Topics
- Marketing trends
- E-marketing approaches
- Time management strategies
- Developing employees
Future Research
• Conduct focus groups or interviews
• Survey every two years
• Post-event evaluations
Thank you!