The document discusses the IE Brown Executive MBA program, a joint program between IE Business School in Spain and Brown University in the US. The program aims to develop leaders who are entrepreneurial, globally aware, and morally grounded. It combines an MBA with liberal arts education to help students gain a better understanding of societies, cultures, and markets. The blended program includes both online and in-person components to accommodate working professionals. The marketing plan outlines advertising, social media, events, and press coverage strategies to promote the unique program.
2. 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
10. Member of the prestigious Ivy league group of universities (Yale, Harvard, Princeton, Columbia, Penn, Cornell, Dartmouth)
11. Widely known for its liberal arts curriculum, which develops highly individual, critical thinkers
12.
13. 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 . Sources: FT.com – EMBA Rankings 2010 Mba.com prospective student survey 09/10
14. 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
15. 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.
31. Embeds learning: students implement learning, tools and concepts immediately into their working lives, drawing on experience and advice of classmates and professors
56. 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.
57. IE Brown 2011 Class Profile Countries of Birth 720prospectivecandidates 24students
