Concurrent Sessions II

Thursday | January 23 | 2014 | 6:00 pm - 7:15 PM

Branding Your Business School Portfolio
(Repeated on Thursday, January 23, at 2:45 pm)
Las Olas V

In today’s competitive landscape, your school needs to determine how to differentiate its MBA program. Do you have a unique brand?  Are your marketing materials consistently promoting this brand?  Sensing the need to set itself apart from other programs in the region, the University of Kansas School of Business conducted a branding and messaging exercise to identify its points of differentiation. Representatives from the school and its marketing partner will share highlights from this process and provide insights on how to guide your business school brand in the right direction.

Neeli Bendapudi, Dean and H.D. Price Professor in Business, KU School of Business, University of Kansas
Jim Brown, Partner and Chief Operating Officer, Muller Bressler Brown

Learning Technologies in Practice
Las Olas IV
With the rise of online programs, flipped classrooms, and bring-your-own-device (BYOD) initiatives, the question of how to integrate technology into the teaching and learning environment has become increasingly important for university leaders. This session’s panelists will share examples of how their schools have successfully integrated interactive and learning technologies into their programs and curricula. They will review best practices for addressing new challenges posed by technology-driven initiatives, discuss the importance of assessing faculty and student learning, and share ways to increase engagement in these projects. Finally, panelists will identify trends on the horizon and technology applications to watch in 2014.

Sandra Chrystal, Vice Dean for Online Programs and CIO, Marshall School of Business, University of Southern California
Maya Georgieva, Associate Director, Center for Innovation in Teaching and Learning, Stern School of Business, New York University
Susan Kellogg, Associate Dean of Information Technology, Kenan-Flagler Business School, University of North Carolina

Repackaging the MBA Value Proposition: Selling Our Programs to a New Generation of Students
(Repeated from Wednesday, January 22 at 2 pm)
Rio Vista

Our students’ unique values, aspirations, and skills are a direct result of growing up in a time of unprecedented social and technological change. As competition to attract and retain the best and brightest prospective MBA students has intensified, business schools are striving to adapt to this generation’s needs and preferences. It is more important than ever to communicate a convincing MBA value proposition that will resonate with this audience. This interactive session, led by two marketing experts with daily MBA classroom experience, will focus on what drives this generation as they decide among competing brands. Participants will also create student profiles and actively craft meaningful MBA value propositions for specific segments of prospective students.

Judy Hopelain, Partner, Brand Amplitude, and Lecturer, Haas School of Business, University of California Berkeley
Carol Phillips, President, Brand Amplitude, and Adjunct Instructor of Marketing, Mendoza College of Business, University of Notre Dame 

The Skills Employers Seek from MBA Graduates 
Las Olas VI 
In addition to highlighting the results of the 2013 GMAC Corporate Recruiters Survey, this session features a select panel of top MBA corporate partners. They will discuss the fundamental skills they need from today’s MBA students, success factors among those who “make it”, the gaps they see in MBA hires, and how they can work with programs to bridge those gaps before graduation.

Keith Bevans, Partner and Global Head of Consultant Recruiting, Bain & Company
Dia D. Harris, Senior University Relations Specialist, Johnson & Johnson
Chris Thomas, Global ECLP Program Manager, General Electric (GE)
Amanda Wasler, Americas University Relations Leader, Dell Inc.
Moderator: Rebecca Estrada, Survey Research Manager, Research and Development, Graduate Management Admission Council