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IE EMBA/Brown programme
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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
Thank you!Michael Aldous – [email protected]
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