The stream of business school viewbooks has begun to flow into my mailbox. While these are obviously marketing documents one should not take at face value, it is interesting how differently schools approach representing themselves. First of all, if you have a world class Marketing department, shouldn’t your own marketing materials have world class appeal? Apparently this is not enforced across the board.
I have found a bit of entertainment though in finding underlying themes and philosophies. Some schools string them like Easter eggs throughout the text, Darden gently reminds you they place emphasis on Ethics, and Haas at Berkley bludgeons readers over the head by repeating the word “innovation” until there is no doubt what the school values.
Several top ranked schools no longer offer mailed viewbooks, instead opting for .PDF downloads. While I can respect the green mission in reduction of waste and the cut in operating costs, as a prospective student about to invest 100K in a school I will be associated with for life I want to feel my interest is catered to. And just as importantly, as a student interested in Marketing I want to see the University’s best marketing pitch.
It is early in the process but I will make note of anything interesting that stands out.