Following my post about the marketing task force and Wall Street Journal’s The Secrets of Marketing in a Web 2.0 World in (via Ravit Lichtenberg) I started to explore the web 2.0 options for marketing Goizueta.

I explored the use of web 2.0 methods by leading business schools. Than, I tried to develop a few marketing ideas for Goizueta that are using web 2.0 methods.

Forward>>, originally uploaded by yanec.

Web 2.0 in Leading Business Schools

For this list I explored the information about the top 30 business schools according to the Business Week ranking.

  1. blogs by Admission and Dean – I created a lens in Squidoo.com that explores the use of blogs by leading MBA programs
  2. blogs by MBA professors, mainly following this list of top 50 business professors blogs
  3. YouTube channels – I created a list of YouTube channels operated by business schools I discovered that about 50% of the top 30 schools have their own channels, in which they publish admission information, lectures and videos of events in the school.

Web 2.0 marketing in Goizueta – ideas

The WSJ article I’ve mentioned above offer the following principals for marketers:

  1. Don’t just talk at consumers — work with them throughout the marketing process
  2. Give consumers a reason to participate
  3. Listen to — and join — the conversation outside your site
  4. Resist the temptation to sell, sell, sell
  5. Don’t control, let it go
  6. Find a ‘marketing technopologist
  7. Embrace experimentation

The ideas hereunder are based on the article’s principles:

  • BloGoizueta – a blogging platform with posts by alumni, students and faculty – This will allow a constant information flow between the school and the business community. In addition it will serve as a place for consumers (prospective students, faculty from other schools etc.) to participate in the discussion
  • Goizueta Business Ideas – A website with constant updates about business events and research by people from Goizueta and outside. Harvard set a great example with Harvard Business Blogs
  • Newsletter – Knowledge@Emory is a great newsletter and it can be expanded into a YouTube channel like the Knowledge@Wharton’s channel

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