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Michael Aldous

Michael Aldous



IE EMBA/Brown programme

IE EMBA/Brown programme



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    Michael Aldous Michael Aldous Presentation Transcript

    • IE Brown Executive MBA
      A case study for International PR
    • IE Brown Executive MBA
      Todays Session
      The Schools
      The MBA market and criticisms
      Designing a ‘new’ MBA
      Communicating something ‘new’
      How successful have we been
    • IE Business School: Fast facts
      Entrepreneurship, innovation and diversity
      • 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
    • Brown University: Fast facts
      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
    • Warren Bennisargues that Business School’s are "institutionalizing their own irrelevance" by becoming too focused on scientific research that has little connection to business reality.
      The MBA Market
      Henry Mintzbergcontends 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. ”
    • 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.
      The MBA Market
      Executive MBAs and the US market
      EMBA Students most interested in developing their strategic/decision making attributes.
      EMBA students some of the most likely to use word of mouth and non-school information sources .
      FT.com – EMBA Rankings 2010
      Mba.com prospective student survey 09/10
    • Program objectives
      Why go Beyond Business?
      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
    • Program objectives
      A different class of leader
      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.
    • The IE Brown Executive MBA
      What’s so special?
      • Different: Goes Beyond Business
      • Core MBA plus Liberal Arts, to help students gain:
      • Better understanding of societies, people & markets
      • More information to make decisions
      • 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
    • Program curriculum
      Decision Making & Modes of Thinking
      Going Beyond Business
      Operations & Supply Chain Mgt
      Work, Meaning & Identity
      Information Systems
      & Human
      Capital Mgt
      Innovation & Entrepreneurial Leadership
      Culture, Politics & the Arts
      Leading People in Organizations
      Marketing Management
      & Strategy
      Leadership Development
      Health, Ethics, Society
      Public Speaking
      Competitive Strategy and General Mgt
      Managerial Economics
      & Country Analysis
      Nonmarket Strategy
      & Control
      Critical Finance
      Political Economy of Development
    • A blended Executive MBA
      The Blended approach
      • Blended: Part face-to-face, part online
      • Students study part-time and work full time
      • Online periods imply flexibility
      • Students adapt study to their own schedules
      • Fits with frequent travelers
      • 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
    • Marketing and Comms Plan
      Main components…
      • Advertisingonline & print
      • Maximise SEM – build up ourvisibility online
      • Social media campaign: Online student chats / studentblogs
      • Executive Master Classes
      Ledby IE and Brown faculty,
      Withcurrentstudents in attendance
      • Visitsto Brown alum clubs
      • Fairs and events - 160 MBA fairs covered worldwide, 260 Informative Events worldwide, 2 monthly virtual information sessions
      • Developinternationalpresscoverage 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:
      • Tobuildthebrand
      • To be peoplefocused
      • To be visual, dynamic, interesting, relevant,
    • http://iebrown.blogs.ie.edu/
    • http://iebrown.blogs.ie.edu/
    • Twitter and facebook
    • http://mediacampus.ie.edu/postgraduate
    • CommunicationsPlan
      • Brown Alumni magazine – featurearticle
      Brown professors: How has theirexperiencebeenteaching
      IE Brown Studentswho are Brown Alumni – talkabouttheirexperience
      Brown Alumnischolarshipsavailable
      • Follow up: majorpress
      • Executive MBA rankings / businesseducationsupplements
      • Class of 2011: Letthemtelltheirstorytotheir 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, US
      A 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 edition
      Fast, 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, UK
      It 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, India
      The 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, UK
      When 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.
    • IE Brown 2011 Class Profile
      Countries of Birth
    • IE Brown 2011 Class Profile
      Industry background
    • Sample IE Brown employers
      Diverse, experienced, impressive
    • Thank you!
      Michael Aldous – m.j.aldous@lse.ac.uk
    • Appendix
    • IE Business School: Recognition
      Consistently recognized excellence
      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,AméricaEconomía, June 2010
    • http://www.brown.edu/ce/adult/iebrown-mba/
    • http://www.brown.edu/ce/adult/iebrown-mba/
    • 10 Master Classesworldwide
      Los Angeles
      New York (2)
      Washington DC
    • Budget split
    • Budget split
    • Budget split
    • Printadvertising: MajorPress