Marketing and YouTube at Darden

At the Darden School of Business, the Office of Communications is counting on students to create the latest marketing tool. Right now, The Darden Marketing Management’s 1st Annual YouTube competition is using online video to help spread the word about this top-tier MBA program. Teams of students brainstormed and created storyboards about their ideas on how to best portray Darden in the digital world. Three teams were selected to turn their concepts into reality, each using a different selling point. One plays up diversity, another touts the School’s use of the case method and a third showcases the facilities and professors. The team with the most clicks wins.

I thought this was an innovative way to market the school, while also teaching students about marketing and how technology, media and Internet are now inseparable from business (even in the case of educational institutions, which are not generally “cutting edge”).

Trevor Winn, one of the students in the competition, sent me a link to his entry, and I am posting it here. It’s a valuable 10 minutes for those of you interested in Darden or the case method in general. Trevor and his teammates put together a profile on the dominant business school pedagogy ”“ the case method. It’s useful and will also give you superior insight into the workings of one of the nation’s top b-schools.

Happy viewing and good luck to Trevor’s team!

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