MBA Evidence-Based Innovation

Fans of F. Scott Fitzgerald’s The Great Gatsby frolicked by the millions to see the latest Hollywood adaption of this classic Jazz Age novel.  This lavish drama roared like its depicted decade to exceed box office expectations on opening weekend.  It's no surprise.  The previews showcased glitz and glamour, sumptuous costumes, and the always debonaire DiCaprio portraying the mysterious millionaire. 

Last weekend I stopped by my local Williams-Sonoma store on the day they were hosting an artisans’ market.  It was a clever marketing strategy to generate foot traffic during a slow time of year and help local producers boost brand awareness.

One afternoon I stopped in a friend’s company for an impromptu visit just as freshly-baked cupcakes arrived for an afternoon treat.  There’s nothing like confectionary delights to bring employees (including the CEO) out of their offices, and it provided the opportunity to chat with a talented team member who is just starting to think about going back to school for an MBA. 

For many years, MBA recruitment fairs have served as a valuable marketing channel for business schools.  It is 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 business school brand awareness.

Note: The Financial Times Global MBA Rankings - 2013 are released today.

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 economic recovery may still be sluggish, but if retail sales from the beginning of this holiday shopping season are any indication, consumers are feeling a bit more confident about the future even with looming concerns about the “fiscal cliff”. 

At long last, the 2012 U.S. presidential campaign is over.  While the President, members of Congress - and for that matter, political junkies – can now focus on “getting back to work," it is worth taking a moment to reflect on what happened.  And, you don’t have to be inside the Beltway to benefit from the lessons learned. MBA admissions officers all over the country can apply the takeaways from Decision 2012.

First, political pundits have been echoing a variation of the familiar adage of the late NBC News’ Tim Russert, “demographics, demographics, demographics.”  It has been reported again and again that a dramatic transformation in the demographics of the American electorate over the past several years, specifically the large turnout of the Latino vote, played a significant role in this month’s election outcome.  

With Halloween fast approaching, it’s that time of year when thrill seekers get their adrenaline pumping at haunted houses throughout the country. And, if there was ever any question about the best places to get spooked, haunted attractions have joined business schools, consumer goods, and celebrities as yet another subject of media rankings.  From Screamworld in Houston to The House of Horrors in Buffalo, Reader’s Digest has it all covered in the 11 Best Haunted Houses Across the Country.

While many Americans are focused on a certain election this November, MBA admissions officers all around the world are counting down to a different kind of election.