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B-schools need to adapt to new marketing strategies


If you are responsible for marketing an MBA program – listen up. The economy is down. Unemployment rates are at the worst they’ve been in the past 60 years. An MBA degree can cost $100,000 up to $300,000. Why should candidates – qualified or not – still pay the tuition at your school when your MBA program is no longer a guaranteed path to success?
That’s exactly the topic of this Business Week article (thanks to AO member Brett Essler for this find). Read it. What do you think? Hopefully, the “send less direct mail” idea isn’t revolutionary to you. Social media should come as no surprise.

But what specifically are you doing to shift your attention from Gen Xers to Millennials? How are you changing your marketing strategies? More importantly, how are you shifting the way you think about your prospective students?