As one of the world’s top business schools –and the first to offer the executive MBA degree – the University of Chicago Graduate School of Business attracts the best and the brightest individuals from top companies around the world. With campuses on three continents and a Nobel Prize–winning faculty, the Executive MBA program could claim advantages unmatched by other programs. Despite these formidable assets, awareness of the program – especially outside the U.S. – was not high, limiting enrollment growth. A global economic downturn and a proliferation of EMBA offerings further challenged the Chicago GSB to more clearly define the value of its distinctive approach to business education. Program leadership sought to better integrate its global marketing efforts globally, leveraging resources and reinforcing messages among executives in leading companies throughout the world.  

 

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