Direct Line Blog

B schools get back to basics

Share this article:
Cornell University will follow a little marketing 101 basic this month when it puts a photo of a "female executive" (or a woman in a business suit, anyway) front and center on its executive MBA program microsite.

The school is trying to attract more female applicants, which are sorely underrepresented in EMBA programs nationwide. Currently, women make up 22% of the executive MBA class at Cornell and less than 20% of most EMBA programs around the US.

The thinking behind the photo (check it out here) is that women will better relate to it and not see the school as an exclusive "boys' club." This move -- showing a target audience someone or something they can relate to -- is so intrinsic to marketing it's almost ridiculous that this is being reported as news in the WSJ. Of course a business school should know to do something like this.

The real news, then, is that Cornell is even trying to attract women. This shift follows what marketers and advertisers have known for a while: women are a more important, powerful, independent demographic than ever. They are entering more high-paying jobs or have ambitions to do so, but, being modern consumers, they need the programs to fit precisely with their needs. Schools are creating women's groups, outreach programs and modular classes (which fit better with some women's home/work schedules). I hope great potential execs answer the call.
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

4 Elements of Modern Marketing

4 Elements of Modern Marketing

Marketers who want to stay relevant need to go back to these four basics.

This Summer Vacation, Drift Into the Polar Vortex

This Summer Vacation, Drift Into the Polar Vortex

The demon that brought you the killer winter is back, but this time around the vortex will be a builder of revenues, not snowdrifts.

When it Comes to Storytelling, Tyson Is No Chicken

When it Comes to Storytelling, Tyson Is No ...

The poultry processor launches a 360-degree campaign to generate awareness for a new product.