IE Brown Executive MBAA case study for International PR

IE Brown Executive MBATodays Session

The SchoolsThe MBA market and criticismsDesigning a ‘new’ MBACommunicating something ‘new’How successful have we been

Entrepreneurship, innovation and diversity

IE Business School: Fast facts

• Founded in 1973 by business people for business people. Market led Entrepreneurial mindset: Entrepreneurship integral part

of all our programs Independent and liberal

• One of the world’s top 10 business schools

• Diversity: key to developing globally focused leaders

• The school has over 1800 students drawn from 85 nationalities on campus, with over 40,000 alumni worldwide

Serving the community, nation and world

• Founded in 1764, one of the oldest Universities in the US

• Member of the prestigious Ivy league group of universities (Yale, Harvard, Princeton, Columbia, Penn, Cornell, Dartmouth)

• Widely known for its liberal arts curriculum, which develops highly individual, critical thinkers

•Brown currently has around 6000 undergrads and 1900 post graduate students

Brown University: Fast facts

The MBA MarketCriticisms

Warren Bennis argues that Business School’s are "institutionalizing their own irrelevance" by becoming too focused on scientific research that has little connection to business reality.

Henry Mintzberg contends that "conventional MBA programs train the wrong people in the wrong ways with the wrong consequences."

Philip Delves Broughton claims that MBA’s are a "swollen class of jargon-spewing, value-destroying financiers and consultants [that] have done more than any other group of people to create the economic misery we find ourselves in. ”

The MBA MarketExecutive MBAs and the US market

Between 2001 and 2010, the number of courses included in the FT EMBA league table has doubled, from 50 in the original classification to 100 in 2010. This reflects the continued demand for programmes aimed at experienced managers who need to juggle their studies with full-time employment.

91% of US nationals apply to B.school programs in the US – yet the US remains the number 1 destination for international students looking to study abroad.

EMBA Students most interested in developing their strategic/decision making attributes.

Sources: FT.com – EMBA Rankings 2010Mba.com prospective student survey 09/10

EMBA students some of the most likely to use word of mouth and non-school information sources .

• Design a MBA to integrate knowledge of culture and society with business and management.

• Develop new modes of work and thinking, more adapted to modern business, where multicultural and multinational elements, along with distributed teams, are a big part of the game

• To smoothly create a sensitivity to other cultures and new approaches to doing business in a global business context

• Integrate a well tested approach to the entrepreneurship process, developing the skills and behaviors of an entrepreneur; inquisitiveness for the broader environment and ability to generate and implement ideas

Why go Beyond Business?

Program objectives

Aspire to develop leaders who are…

• entrepreneurially-minded as they employ innovative thinking to turn challenges into opportunities;

• globally-aware and inquisitive of the social, cultural, political, economic, and technological changes in the world;

• morally-grounded with a strong ethical compass and an understanding that real economic value creation must be socially and environmentally sustainable;

• authentic, flexible, and able to cope with ambiguity – the attributes needed to manage and lead in times of change.

Program objectivesA different class of leader

• Different: Goes Beyond Business

• Core MBA plus Liberal Arts, to help students gain:o Better understanding of societies, people & marketso More information to make decisionso Ideas, creativity, growth, sustainability

• Society is calling for better leaders with exceptional management skills, entrepreneurial spirit & who count themselves as global citizens

• IE and Brown faculty pool

• Not for everybody: brings together kindred spirits

What’s so special?

The IE Brown Executive MBA

Innovation & Entrepreneurial

Leadership

Information Systems

Operations &

Supply Chain Mgt

Decision Making & Modes of

ThinkingWork,

Meaning & Identity

Talent & Human

Capital MgtLeading

People in Organizatio

ns

Culture, Politics & the Arts

Health, Ethics, Society

Nonmarket Strategy

Political Economy of

Development

Critical Finance

Public Speaking

CreativityMarketing

Management & Strategy

Competitive Strategy

and General MgtManagerial

Economics & Country Analysis

Financial Managemen

tAccounting & Control

Leadership Developme

nt

Going Beyond Business

Program curriculum

The Blended approach

A blended Executive MBA

• Blended: Part face-to-face, part online

• Students study part-time and work full time

• Online periods imply flexibilityo Students adapt study to their own scheduleso Fits with frequent travelerso More time for class debate and participation

• Global outreach: students from across the globe

• Embeds learning: students implement learning, tools and concepts immediately into their working lives, drawing on experience and advice of classmates and professors

Main components…

Marketing and Comms Plan

• Advertising online & print

• Maximise SEM – build up our visibility online

• Social media campaign: Online student chats / student blogs

• Executive Master Classes Led by IE and Brown faculty, With current students in attendance

• Visits to Brown alum clubs

• Fairs and events - 160 MBA fairs covered worldwide, 260 Informative Events worldwide,

2 monthly virtual information sessions

• Develop international press coverage and follow-up stories

www.ie.edu

www.iebrown.com

IE Brown EMBA Brochure

The ‘face’ of the IE Brown EMBA

• Social media:• Facebook • LinkedIn• IE Brown Student Blog• Twitter

• Goals: • To build the brand• To be people focused• To be visual, dynamic, interesting, relevant, consistent

http://iebrown.blogs.ie.edu/

http://iebrown.blogs.ie.edu/

Twitter and facebook

http://mediacampus.ie.edu/postgraduate

Communications Plan

• Brown Alumni magazine – feature articleBrown professors: How has their experience been teaching senior executives?IE Brown Students who are Brown Alumni – talk about their experienceBrown Alumni scholarships available

• Follow up: major press• Executive MBA rankings / business education supplements

• Class of 2011: Let them tell their story to their local newspapers

IE Brown EMBA in the press…..

The Globe and Mail, Canada The wider perspectives that Brown University brings to the Executive MBA – drawing from the humanities, social sciences, engineering and life sciences – is likely to resonate with Canadians. Ontario has one of the school's largest alumni populations, reflecting the region's liberal business mindset and commitment to issues of social and environmental sustainability on an international level.

New York Times, USA course on health, ethics and society will encourage students — many of whom will be mid-career executives — to use the tools of social and cultural anthropology to understand how societies allocate resources and calculate risks.

International Business Times, US editionFast, furious, and technically competent - once upon a time in the not-so-remote past, these were the primary qualities associated with the successful manager. However, the importance of bringing values, reflection and a broader world view into corporate offices and boardrooms has perhaps never been more sharply felt than at this juncture in the history of business.

IE Brown EMBA in the press…..

The Financial Times, UKIt is difficult to think of two more unlikely academic partners: a US liberal arts college founded in 1764 and a Spanish business school that opened its doors just 30 years ago. But the combination of Ivy League tradition and Latin entrepreneurship looks set to be a marriage of some substance

The Times of India, IndiaThe programme brings together faculty from both institutions, integrating leading management thinking with wider perspectives from the humanities, social sciences, engineering and life sciences. The programme is based on a unique interdisciplinary approach, and was specifically developed by faculty members from IE and Brown to help participants excel in an ever more complex and challenging global economy.

The Financial Times, UKWhen people hear liberal arts, they – mistakenly – think of content, of literature, history or philosophy. But liberal arts education is something more. It’s a way of looking at the world, a mode of inquiry. It is what Albert Einstein called “the training of the mind to think something that cannot be learned from textbooks.” And it should be compulsory in business schools.

Spain

Pakistan

Mexico

USA

China

Santa Lucia

Germany

UK

Peru

Sweden

Malaysia

India Australia

Italy Countries of Birth

IE Brown 2011 Class Profile

720 prospective candidates24 students

Industry background

IE Brown 2011 Class Profile

Telecomms / High-Tech

Construction

Real Estate ServicesPharmaceutical

Education

Recruitment services

Finance, Investment & Banking

Manufacturing

Retail (Cosmetics)

Insurance

LegalTourism & Transport

Diverse, experienced, impressive

Sample IE Brown employers

Thank you!Michael Aldous – m.j.aldous@lse.ac.uk

Appendix

Consistently recognized excellence

IE Business School: Recognition

Executive MBA Rankings

• # 7 World, FT October 2010

• # 6 World, Business Week November 2009

• # 1 World, Distance Learning, Economist February 2010

Full-time MBA Rankings

• # 8 World, FT January 2011

• # 1 World, Wall Street Journal, September 2009

• # 3 World, América Economía, June 2010

http://www.brown.edu/ce/adult/iebrown-mba/

http://www.brown.edu/ce/adult/iebrown-mba/

10 Master Classes worldwide

Los AngelesNew York (2)ProvidenceBostonWashington DC

LondonMadridTokyoSingapore

Budget split

Banner (Online)42%

Print26%

Emailings2%

SEM30%

IE Brown EMBA: budget split

Budget split

North America76%

LATAM12%

Europe9%

Global3%

Online advertising: Regional costs (pay per click)

Budget split

USA64%

Asia9%

World9%

LATAM18%

Print Advertising: Regional Allocation

Print advertising: Major Press