HARVARD BUSINESS SCHOOL LAUNCHES MARKETING CAMPAIGN FOR ITS EXECUTIVE EDUCATION PROGRAMS
Strategy Builds on School's 60-Year Tradition in Executive Development
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BOSTON - Harvard Business School today announced the launch of a novel, integrated marketing campaign for its Executive Education programs. The campaign, which incorporates branding, advertising, and communications strategies, is designed to highlight the School's revamped suite of Executive Education courses – particularly the longer flagship Comprehensive Leadership Programs – and to underscore the unique positioning Harvard Business School retains in the crowded executive education marketplace.
"Since Harvard Business School established the first executive education programs in the world sixty years ago, we have distinguished ourselves by our strong focus on practice through the case method, the broadened perspective the programs nurture among participants, and the action-oriented lessons that can be put to work immediately," said Professor David Yoffie, senior associate dean and chair of Executive Education at Harvard Business School.
Created by Boston-based MMB, an independent, full-service marketing communications agency, the print advertising campaign will launch in the Harvard Business Review on December 20. Subsequent ads will appear in The Wall Street Journal, Business Week, Financial Times, HR Magazine and MIT Sloan Management Review. The ads feature a Harvard Business School crest or emblem, similar to those sewn on a blazer, with various provocative tongue-in-cheek statements, such as "Nobody Has Time for This; That's Why They Come" and "On Today's Agenda: Tomorrow."
Among the changes introduced in the revamped portfolio of programs is the entirely new Program for Leadership Development, which is aimed at younger, high-potential managers who are poised to advance to leadership positions with cross-functional responsibilities within their organizations. To minimize the time away from their jobs, the program includes both on-campus and home-based modules and has an integrated set of individual and classroom components. Some of the off-campus modules in the program include technology-enabled group projects as well as individual assignments.
Similar innovations have been incorporated into the School's new General Management Program, which prepares senior functional managers and others for a step up the ladder to executive positions requiring a broader perspective, such as heads of business unit, division, or country operations.
Building on the tradition of Harvard's MBA program, which pioneered the case-method approach to management education, Harvard Business School developed the Advanced Management Program, the world's first executive education program, in 1945. The HBS executive education experience is shaped by the School's general management approach, innovative teaching methodologies, and a residential learning environment that promotes teamwork and collaboration.
About Harvard Business School
Founded in 1908 as part of Harvard University, Harvard Business School (www.hbs.edu) is located on a 40-acre campus in Boston. Its faculty of more than 200 offers full-time programs leading to the MBA and doctoral degrees, as well as more than 40 Executive Education programs. For almost a century, HBS faculty have drawn on their research, their experience in working with organizations worldwide, and their passion for teaching to educate leaders who have shaped the practice of business around the globe.