Movie Scripts and MBA Media Rankings
Note: The Financial Times Global MBA Rankings - 2013 are released today.
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.
The fact of the matter is that there are many excellent MBA programs with terrific value propositions, thriving alumni, and top-notch faculty, but there simply aren’t enough rungs on the rankings ladder.
Prominent media rankings provide prospective MBA students with quantitative data that is very helpful in the decision-making process including salary and career placement statistics. (Check out my blog article from last year with ideas on how to promote MBA rankings). However, there are additional ways to measure the value of the MBA experience. Consider this:
Thank You For (Not) Smoking
A close-knit study group helps a team member kick the habit after many years of smoking. How do you calculate the value of the MBA on your health, your life – for not just yourself, but for your family?
The First Wives (MBA) Club
An alumna provides sound advice and support to a once-married classmate who years later is navigating the legal and financial challenges of single parenthood.
Two single students find a “soul-mate” in each other in class. How do you rank finding the perfect life partner?
The Social Network
A couple of ambitious and talented classmates decide to leave the corporate sector and start a business together. While their salaries aren't boosting their alma mater's rankings, they are experiencing happiness and freedom for the first time in their professional lives.
A mid-level manager whose health-practitioner classmate helps him overcome a fear of flying that has held him back from new assignments and advancement.
These scenarios aren't easy to quantify in rankings tables. Yet each one demonstrates a powerful ROI that can have a transformational impact. So, how do MBA marketing and admissions directors get these messages across? Blogging is an ideal channel for telling stories to a wide audience and the article, “The Ten Commandments of Blogging” provides some great tips. Better still, you don’t have to wait until an MBA ranking is published to promote the benefits of your program. Each day you have an opportunity through your blog to create your own headlines.
Why wait any longer? And...action!
Barbara Coward, author of this article, is a marketing communications consultant at Percept Research. Barbara welcomes your questions and comments