Professional Science Masters (PSM) Program, Alfred P. Sloan Foundation

With science and technology-based industries growing and evolving at a rapid pace and technology having touched virtually all industries in the world, the need for a professional masters degree that blends science and technology has never been greater. With this in mind, several institutions have implemented Professional Science Masters (PSM) programs that blend science and business curricula at the highest levels. To take the PSM degree to the next step in wide-ranging awareness, acceptance and credibility, advocates of the PSM degree engaged the LGI team to assist them with target audience development, messaging, and communications strategy development.

The LGI team immediately identified the need to better understand the needs, attitudes, and perceptions of human resources and business executives relative to the PSM degree. Given the lack of available research on the subject, LGI conducted a series of one-on-one interviews with executives from targeted industries.

Based on the research findings, the LGI team recommended that PSM advocates adopt a rigorous and proactive positioning campaign to market the PSM degree as additive of business skills to a strong traditional, specialized science education. In interviews, industry executives expressed a fear that a “hybrid” degree potentially serves neither business nor science adequately. With this in mind, PSM advocates nation-wide were informed of the research outcomes and the new positioning for the degree to be used in all future communications.

Other LGI initiative branding stories include the Sloan Industry Centers Program, Ford Foundation Corporate Involvement Initiative, the Ford Foundation Affinity Group in Development Finance, and many others.