Looking for research on how Business Schools create and market their
MBA programs, existing and new programs. Thanks

Marketing an MBA program isn't much different from marketing any high
priced service these days and it is very competitive. You might look
at the marketing materials of some programs (just call and ask for
their info), visit their websites (at least 80% of the market visits
the website for info before inquiring), attend fairs and open houses,
and see ads in such things US news and World Reports Guides.

You can also look publications such as The Chronicle of Higher
Education, University Business, and Currents which is published by the
Council for Advancement and Support of Education.