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Warm the Hearts of MBA Prospects this Valentine’s Day

For many years, MBA recruitment fairs have served as a valuable marketing channel for business schools.  It’s a great way to meet and build relationships with prospects. However, MBA admissions officers have increasingly wondered about the cost/benefit with more miles to cover throughout the world and fewer resources back at home.  For starters, there are registration fees, travel expenses, and the shipping costs of marketing materials.  At the same time, the fairs can often pay for themselves with just one matriculated candidate – not to mention the added ROI of brand awareness. Read more

MBA Marketing Strategies from Downton Abbey

As business schools refine marketing strategies in the New Year, it’s worth tuning into the spectacularly successful PBS drama, “Downton Abbey,” for some imaginative ideas.

The third season premiered with 7.9 million viewers, up 49% from the season 2 finale.  Imagine increasing MBA enrollment by those double digits.

It is clear that the producers of this period primetime soap are on to something.  Aside from adding high tea to information sessions, what lessons can MBA admissions and marketing officers learn from Lord Grantham and cast? Read more

Movie Scripts and MBA Media Rankings

Note: The Financial Times Global MBA Rankings – 2013 have been released.

It’s another year which means another round of MBA media rankings.  While a prominent position delights the hearts and minds of MBA marketing and admissions directors (not to mention business school deans), these annual publications can also bring disappointing news. Read more