Tag Archives: NYU Stern

NYU Stern Launches MBA Specialization in Digital Marketing

New York University’s Stern School of Business recently announced the launch of a Digital Marketing specialization that will equip MBA students with the skills they’ll need to guide organizations navigating a digital world. Marketers today …

New York University’s Stern School of Business recently announced the launch of a Digital Marketing specialization that will equip MBA students with the skills they’ll need to guide organizations navigating a digital world.

Marketers today have more ways to deliver their messages than ever, says Russell Winer, chairman of the marketing department, specialization co-adviser, and CRM and digital marketing expert, therefore understanding the rules of online engagement and the power of digital to elevate a brand or a reputation will be critical.

Peter Henry, dean of NYU Stern, calls technology “both a powerful enabler and a disruptor of traditional business models” in a statement announcing the news.

“With the convergence of these two important areas of modern-day commerce–Marketing and Information Systems–students will learn from renowned faculty experts in these disciplines about how to transform today’s business challenges into tomorrow’s opportunities.”

MBA courses that count towards the specialization come from the Information, Operations and Management Sciences and Marketing departments, and include Brand Strategy, Data Mining for Business Analytics and Information Privacy Law, which is co-offered with NYU School of Law.

Co-curricular activities, such as the Graduate Marketing Association, the Luxury and Retail club and the Technology and New Media club complement the curriculum and provide opportunities to meet industry leaders and practitioners.

“The technology platforms enabled by the Internet, and the explosion of predictive data-driven analytics facilitated as a by-product of digital interactions is transforming how companies and governments interact with individuals and firms,” says Vasant Dhar, specialization co-adviser and an expert on predictive analytics, data mining and data governance.

“Today, a digital strategy is a cost of entry in business,” Dhar adds.

Posted in General, School News | Tagged , , , , ,

Social Media Skills a Must for M.B.A.s, Survey Says

This post originally appeared on the U.S. News–Strictly Business blog. If you think social media is primarily good for reconnecting with long-lost friends from high school or stalking celebrities to find out what they had …

This post originally appeared on the U.S. News–Strictly Business blog.

If you think social media is primarily good for reconnecting with long-lost friends from high school or stalking celebrities to find out what they had for breakfast, think again.

Now more than ever, M.B.A. students and applicants live and breathe through social media, a new online survey reveals. And that level of social media use is a good thing, considering the growing demand in the business world for employees with honed social media skills.

After polling hundreds of both prospective and current b-school students, The MBA Tour found that 85 percent of potential students worldwide say they use social media sites to research their top school choices. This is higher than the 71 percent of students already enrolled who reported using social media for their school research, suggesting a massive upward trend is afoot.

Although most elite business schools use Facebook, Twitter, You Tube, and LinkedIn as part of their outreach strategy to potential applicants, it appears their efforts haven’t quite hit the mark. Approximately 14 percent of would-be students reported outright disappointment with their potential schools’ use of social media tools, or, while acknowledging that the schools had made an effort, 63 percent were left wanting more.

For current students or graduates, 55 percent felt the social media options and subsequent classes were either “not up to par with the growing industry” (17.7 percent) or simply weren’t provided (37.7 percent). Additionally, 99 percent of students researching business schools reported social media was either a “necessity in every field of study” (51.7 percent) or “somewhat important dependent on the field of study” (47.6 percent).

“The results are thought-provoking””especially as 85 percent of prospective students are researching the biggest choice of their life through social media,” says Peter von Loesecke, CEO and managing director of The MBA Tour. “We might want to ask whether schools are missing out on the right conversation with their students. What the survey suggests is schools might want to consider using social media not only for their recruitment programs, but also to more aggressively incorporate social media into their curriculum because there appears to be a growing demand both from students and businesses.”

Several schools have already noticed the demand, as readers may remember from my April post on Social Media in the M.B.A. Classroom, which highlighted courses on offer at Harvard Business School, Stanford Graduate School of Business, and Columbia Business School. For its part, the marketing department at New York University’s Stern School of Business has added two new courses on the subject just this year.

Social Media for Brand Managers, taught by adjunct marketing professor Joel Rubinson, is intended to equip marketing students to contribute to and even run cross-functional social media teams in a marketing world that is moving from brands broadcasting a message to brands listening and then engaging with people. Rubinson commented on my prior post that the last class maxed out at registration, proving what a hot topic this is.

For tomorrow’s business leaders, social media skills are essential, says Christine Eberle, a United Kingdom-based senior executive for Accenture’s Talent and Organization Performance practice and contributor to The Social Media Management Handbook. Eberle says as corporate recruitment evolves to meet the changing dynamics of the marketplace, graduates without a social media skill set could find themselves passed over.

“Businesses must learn how to use social media to start a two way conversation with their customers and potential customers,” says Eberle. “Those companies will look for that leadership among business school graduates.”

As someone with a presence on Facebook, Twitter, LinkedIn, and YouTube, I use these tools daily and they have become a huge part of my company’s communication efforts. The social media revolution wasn’t even a speck on the horizon when I was doing my M.B.A. at Kellogg School of Management, so I’ve had to self-educate and wing it in a medium that’s constantly evolving.

Schools are also realizing the landscape is changing more quickly than it has in the past and all institutions””like any enterprise””must adapt and evolve. “The demographics of the student body are partly what’s driving change,” says The MBA Tour’s von Loesecke. “The students themselves see this trend instinctively because they are the Internet generation””they’ve grown up with the Web. They know of no other world.”

Posted in School News | Tagged , , , , , , , , ,

The M.B.A. Tool Box for Minority Applicants

This post originally appeared on the U.S. News–Strictly Business blog. Diversity is more than just a b-school buzz word. It is an essential ingredient for robust discourse in the classroom and beyond. To obtain the …

This post originally appeared on the U.S. News–Strictly Business blog.

Diversity is more than just a b-school buzz word. It is an essential ingredient for robust discourse in the classroom and beyond. To obtain the richest mix of perspectives and world views, business schools strive to compose a class with diversity in all possible forms: racial, ethnic, religious, cultural, socio-economic, and sexual orientation.

My last post assessed the landscape for LGBT students pursuing their M.B.A.s. This week, we take a look at some of the resources available to minority applicants both before and after they gain a seat at the school of their dreams.

For many potential applicants of color, the decision to go to business school isn’t an obvious one. They may not have many family members or friends who have pursued graduate management education, or perhaps the astronomical expense of elite M.B.A. programs is too off-putting. To these talented but unsure individuals, I say, take the plunge. There’s an extensive support network waiting to guide you through the rabbit warren that is the b-school application process.

While African Americans, Hispanics and Native Americans make up nearly 30 percent of the U.S. population, they comprise only 3 percent of senior leaders in corporations, nonprofits, and entrepreneurial ventures. Management Leadership for Tomorrow (MLT) confronts that crisis by providing the key ingredients””skills, coaching, and door-opening relationships””that unlock the potential in the next generation of minority leaders.

“MLT is an invaluable resource for minority applicants,” says Jennie Morrel, who worked as a senior advertising manager at the Random House Publishing Group before starting her M.B.A. at New York University’s Stern School of Business this fall. “MLT provides amazing training and coaching along with early access to admissions officers which made all the difference in my application process.”

The M.B.A. Prep program offered by MLT guides fellows through the application and interview process and shows them what it takes to be successful in business school and beyond. Through one-on-one coaching, early exposure to representatives from top schools, a skill development curriculum and lifelong alumni network, M.B.A. Prep provides the tools for high potential applicants to become high-impact business and community leaders.

Another can’t-miss resource is the Consortium for Graduate Study in Management (CGSM), which awards merit-based, full-tuition fellowships to the best and brightest candidates through an annual competition. Minority candidates can also apply to up to six Consortium schools with one application and thereby significantly reduce their application fee costs. As a CGSM fellow, Morrel points out a major perk of attending the Consortium’s Orientation Program in June: early access to recruiters before the semester had officially begun.

In addition to the resources and support provided by groups such as the National Black M.B.A. Association and the National Society of Hispanic M.B.A.s, future applicants should also make a point of learning about the Riordan Programs. The Riordan M.B.A. Fellows Program targets recent college graduates who are considering graduate education in business management. Its core purpose is to educate, prepare, and motivate these individuals to competitively apply and succeed in a top M.B.A. program and a career in management.

A Bloomberg Businessweek story on the slow gains in diversity at top M.B.A. programs reveals that Cornell University’s Johnson School reported the most dramatic increase in minority enrollment, having boosted the number of underrepresented minorities from 5 percent in 2000 to 21 percent in 2010.

Richard Battle-Baxter, who worked as a search engine marketing analyst and is just beginning his first term at the Johnson School, says campus diversity was of the utmost importance to him.

“Upon entering the application process I soon realized that each school had a different atmosphere just as each applicant has a different personality. I knew that I wanted to go to a school that was not only diverse in terms of ethnic backgrounds but also in terms of thought processes,” he says. “More importantly, I knew that in attending a school that strives to cover all of the diversity bases, the whole class would most likely consist of those who also wanted to be in on a diverse campus.”

Such diversity also influenced Morrel’s school selection process, and she says the Association of Hispanic and Black Business Students (AHBBS) at NYU Stern was present in every stage of her application. From reviewing her essays to calming her nerves on interview day, Morrel says the AHBBS is a strong community whose students were invested in her success, whether her interest lay in Stern or at another school.

As business becomes ever more global and interconnected, M.B.A. programs have to prepare future leaders who can successfully jump into any culture or environment, whether that means Wall Street, consulting, or a BRIC country (Brazil, Russia, India, and China) start-up. Diversity in the b-school classroom is the best preparation for the challenges and rewards of the multicultural marketplace.

Posted in General | Tagged , , , , , , , ,

SBC Scoop: Big 4 Public Accounting Career Goals

*Please note that no client details are ever shared in SBC Scoop or otherwise without complete sign off from client. When Linda started working with us she was nervous about crafting compelling career goals and …

*Please note that no client details are ever shared in SBC Scoop or otherwise without complete sign off from client.

When Linda started working with us she was nervous about crafting compelling career goals and a case for her MBA. Linda was a CPA with four years of experience at a Big 4 accounting firm. She knew that accounting experience was generally less common in the business school application pool, and that while Big 4 public accounting experience was in high demand from employers, it was considered less compelling than some of the investment banking, private equity or hedge fund experience of her competition.

Linda was a high performer at work, and had been promoted to manager early. She started managing teams during her second year, and had extensive experience working directly with high profile clients. All of this experience created a strong story to sell her leadership ability, communication skills and work ethic. Incidentally, Linda was a graduate of Penn State with a solid 3.6 GPA, and had a 710 GMAT score.

Career switching is a common reason for a Big 4 CPA to seek an MBA. Most employees of public accounting firms are set up extremely well for positions within corporate finance, and Linda wanted a different career path. She enjoyed working with clients and being part of a team, but she was interested in solving a variety of problems and wanted to work in strategy. At the same time her passion was fashion and luxury goods. Ideally she wanted to be in a business development or strategy position within a large retailer. Linda’s plan post MBA was to work in management consulting and then transition to industry.

We worked with Linda to craft her career goals essay into a solid story. She would leverage her client and team leadership experience effectively in management consulting. To demonstrate that Linda was a creative and innovative thinker who would be well suited to management consulting and and strategy we pulled from her college experience as the leader of a club that put on fashion shows at Penn State. Linda highlighted the entrepreneurial nature of that activity. Linda’s passion for fashion and luxury was communicated in several places throughout the application, and set her up to make a convincing case for her long-term career goals.

Overall we highlighted where Linda stood out from her peers (creative college activities and long-term career goals) while also leveraging the assets of a prestigious firm and well-regarded work experience. As a result Linda was offered a spot at UVA Darden and NYU Stern, and decided to attend NYU to be closer to the fashion scene in New York City.

To read more SBC Case Studies, click HERE.

Posted in SBC Scoop: Client Case Studies | Tagged , , , , , , , , , ,

Tuesday Tips: NYU Stern MBA Essay Tips

If you are applying to NYU Stern keep in mind the admissions criteria that will be used to consider your application. As the website states, “we seek students with strong intellectual ability and superior interpersonal …

If you are applying to NYU Stern keep in mind the admissions criteria that will be used to consider your application. As the website states, “we seek students with strong intellectual ability and superior interpersonal skills (IQ + EQ)” The individual components of your application will be academic ability, professional achievements and career aspirations, and personal characteristics. While your academis will be evaluated mainly through your GMAT and GPA, the essays are a crucial tool to communicate who you are to NYU Stern.

NYU Stern’s set of MBA admissions essays has remained consistent for the past several years. The admissions committee has provided significant guidance on the essays that is worth reviewing before you approach this set of essays.

Make sure to review the admissions committee tips on these essays, and check your deadlines, before you get started.

Essay 1. Professional Aspirations
Think about the decisions you have made in your life. Answer the following:
(a) What choices have you made that led you to your current position?
(b) Why pursue an MBA at this point in your life?
(c) What is your career goal upon graduation from NYU Stern? What is your long-term career goal?

While many MBA career goals essays imply these questions, NYU Stern specifically requires an understanding of your career path thus far, why MBA, and both short- and long-term career goals.

Choices are often the moments that change your path or your approach to your career. Think about the pivotal moments in your life that led you to the career you have and your future goals. Perhaps it was a class you had in college, an activity that sparked your interest, or even a childhood passion. The key to answering this section of the question is to demonstrate both how you make choices and what motivates you.

Why MBA is an important question to answer. While many people seek the degree, NYU wants to invest in those who can use it most effectively. Perhaps you’re seeking an MBA for networking or professional credibility, or maybe you want an MBA to learn specific skills to change careers. Whatever your own personal reasons may be, make sure you can point to specific aspects of the MBA education both generally and specifically at Stern that are necessary to achieve your goals.

Your short and long term goals should be both achievable and aspirational. An MBA from NYU Stern will open professional doors for you, and you should demonstrate that you are ready to take advantage of those opportunities. Think about your past work experience, MBA education, and future career goals as a trajectory that flows logically in order.

Essay 2. Your Stern Experience
We take great care to shape the Stern community with individuals who possess both intellectual and interpersonal strengths. We seek individuals who are highly intelligent, collaborative and committed to flourishing as Stern leaders. Please answer the following questions:
(a) What is your personal experience with the Stern community? Tell us what actions you have taken to learn about us.
(b) Describe what most excites you about Stern from both an academic and extracurricular perspective.
(c) How do you anticipate making your mark on the Stern community? Be specific about the roles you will take on and the impact you hope to achieve.

This essay is your opportunity to tell the admissions committee a bit about yourself. As the admissions committee requests, “be genuine in your essays ”“ tell us about the real you.” When you are discussing the NYU Stern community, you are also discussing you and your interests and personality.

This essay is the place to demonstrate your fit with NYU Stern and describe why NYU Stern is the right place for you to spend the next two years of your life. Certainly personal experience of the campus through visits or student touch points would be ideal, but even if you are halfway around the world you can illustrate the many ways in which you learned about the NYU Stern experience. The activities that most excite you academically should be logically related to your career goals explained in essay 1. The activities you are involved with might be professional, or could be personal hobbies or interests. This essay is your opportunity to describe who you are outside of work, and discussing the hobbies and extracurricular interests you have pursued thus far will be an important data point.

Making your mark on the NYU Stern community it is an opportunity to write about what you will bring to the school personally and to recount some of your past community experiences. Explain what you are involved with today, and how you anticipate bringing that interest and passion to the NYU Stern community.

For all three questions in this essay, be specific and provide specific examples that show who you are, how you think, and what you will uniquely bring to NYU Stern.

Essay 3. Personal Expression
Please describe yourself to your MBA classmates. You may use almost any method to convey your message (e.g. words, illustrations). Feel free to be creative.

While you have likely hit professional experiences in essay 1, and community experiences in essay 2, essay 3 seeks to understand who you are as a person. Open-ended essays like this one can be intimidating. You are allowed any method to introduce yourself to your classmates, and you’re probably wondering what the best medium for your message is.

However, your content is king in this essay. As advised for a similar essay, the Chicago powerpoint question, the best first step is to brainstorm the information you want to convey. Reflect upon your unique personal qualities and what is valued most by your friends and family. How would you want your classmates to see you? What are some of the personal stories you would share with a new friend?

Once you have established the content you want to use for the NYU Stern essay 3, it’s time to consider the medium. If you are a visual person you may chose a drawing, painting or photo series. If you are a creative writer perhaps it’s a poem or short story. If none of the “creative” approaches feel right to you, feel free to write a standard essay where you explain who you are and introduce yourself to your classmates. The medium is not the most important aspect of this essay, rather the message and content of your composition will demonstrate who you are to the admissions committee.

NYU Stern Essay 4. Additional Information (optional)
Please provide any additional information that you would like to bring to the attention of the Admissions Committee. This may include current or past gaps in employment, further explanation of your undergraduate record or self-reported academic transcript(s), plans to retake the GMAT, GRE and/or TOEFL or any other relevant information.
If you are unable to submit a recommendation from your current supervisor, you must explain your reason in Essay 4.
If you are a re-applicant from last year, please explain how your candidacy has improved since your last application.
If you are applying to a dual degree program, please explain your decision to pursue a dual degree.

NYU Stern is quite clear about who should use the optional essay and who should not. Like many other schools, NYU Stern provides this opportunity for you to explain a low GPA, GMAT or TOEFL. If you are in that situation, avoid excuses. Focus on the facts, and explain why this performance is not indicative of your future performance at NYU Stern.

If you are a re-applicant it will be important to establish what has changed from last year. Have you earned a promotion? Improved your GMAT score? Whatever you have been able to develop since last year, highlight why you are a stronger candidate now.

If you are not submitting a recommendation from your current employer, this is the place to explain the situation. A few valid reasons may include a brief tenure working for your current boss, that you are not sharing your MBA plans with your supervisor, or that you work more closely with other members of the team.

Posted in Application Tips, NYU Stern Advice | Tagged , , , , , , , , ,

NYU Stern School of Business Deadlines, Essay Topics

NYU’s Stern School of Business has posted the deadlines and essay topics for the 2011-2012 MBA application season. Round 1 Deadline: November 15, 2011 Notification: February 15, 2012 Round 2 Deadline: January 15, 2012 Notification: …

NYU’s Stern School of Business has posted the deadlines and essay topics for the 2011-2012 MBA application season.

Round 1
Deadline: November 15, 2011
Notification: February 15, 2012

Round 2
Deadline: January 15, 2012
Notification: April 1, 2012

Round 3
Deadline: March 15, 2012
Notification: June 1, 2012

International applicants are encouraged, though not required, to apply by the November 15 Round 1 deadline to facilitate visa arrangements and to have priority consideration for off-site interviews, if desired.

Essay 1. Professional Aspirations
(750 word maximum, double-spaced, 12-point font)

Think about the decisions you have made in your life. Answer the following:

(a) What choices have you made that led you to your current position?
(b) Why pursue an MBA at this point in your life?
(c) What is your career goal upon graduation from NYU Stern? What is your long-term career goal?

Essay 2. Your Stern Experience
(500 word maximum, double-spaced, 12-point font)

We take great care to shape the Stern community with individuals who possess both intellectual and interpersonal strengths. We seek individuals who are highly intelligent, collaborative and committed to flourishing as Stern leaders. Please answer the following questions:

(a) What is your personal experience with the Stern community? Tell us what actions you have taken to learn about us.
(b) Describe what most excites you about Stern from both an academic and extracurricular perspective.
(c) How do you anticipate making your mark on the Stern community? Be specific about the roles you will take on and the impact you hope to achieve.

Essay 3. Personal Expression
Please describe yourself to your MBA classmates. You may use almost any method to convey your message (e.g. words, illustrations). Feel free to be creative.

If you submit a non-written piece for Essay 3 (i.e., artwork or multimedia) or if you submit Essay 3 via mail, please upload a brief description of your submission with your online application.

Please note the following guidelines and restrictions:

  • Your submission becomes the property of NYU Stern and cannot be returned for any reason.
  • If you submit a written essay, it should be 500 words maximum, double-spaced, 12-point font. If you submit a video or audio file, it should be five minutes maximum.
  • If you prepare a multimedia submission, you may mail a CD, DVD or USB flash drive to the Admissions Office. These are the only acceptable methods of submission. Please do not submit an internet link to any websites or to a video hosting service such as YouTube.
  • The Admissions Committee reserves the right to request an alternate Essay 3 if we are unable to view your submission
  • Do not submit anything perishable (e.g. food) or any item that has been worn (e.g. clothing).
  • Mailed materials must be postmarked by the deadline date. To submit Essay 3 by mail, please follow the mail and labeling instructions.

For more information, visit the admissions website at NYU Stern.

Posted in School News | Tagged , , ,