Central University has developed a highly successful Executive MBA Program. Its closest competitor, State University, has aggressively responded, to the point of registering the internet domain name www.centralmba.com and meta-tagging the State University Executive MBA home page with this domain name. The associate dean of programs at Central must decide what course of action to take. The case describes the domain name registration process, explains meta-tagging, and raises a number of ethical, marketing, and information management issues.
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