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Oxford Said Business School - Using PMA to sell MBAs
Challenge
Make an 800-year-old University relevant to today's business audience. Convince international applicants that Oxford Said Business School represented more than the traditional image of romantic spires and towers.
Response
Having a Positive Mental Attitude (PMA) is essential to success. So our marketing issued a series of intellectual challenges for potential applicants; did you have an opportunity or obstacle mind-set? Marketing activity asked potential applicants to challenge their perceptions and perceived solutions to a problem. Natural world imagery chosen to set the School apart in a marketplace for of images of 'happy' students or grandiose buildings.
Results
MBA ranked in FT global top 20 for first time.
Clear differentiation between the Business School and University.
Programmes filled earlier.