Top Business School Uses Social Media to Reach Prospective Students

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Chicago Booth Business School uses a new social program to reach prospective part-time MBA students.

Recognizing the growing importance of social media, the University of Chicago Booth School of Business, one of the world's top business schools (, has begun a new program using the web, Facebook, Twitter, Linkedin and YouTube to reach prospective part-time M.B.A students, the school announced.

The program, known as The Booth Life (, features students giving an assessment in their own words of what it is like to attend classes in evening M.B.A. program and weekend M.B.A. program at Chicago Booth. Nearly 1,600 students are enrolled in the two part-time programs.

A free-standing video kiosk on campus enables students to instantly record and upload videos in which they discuss their classes, their fellow students, or any aspect of student life. Tiny FLIP cameras are also available for students who want to create videos at home or at another location, and then upload them for everyone to see. The Booth Life site also includes professionally-produced student profiles.

"This program gives prospective students an honest portrayal of student life at Chicago Booth," said George Andrews, associate dean for the evening M.B.A. and weekend M.B.A. programs. "They are real stories from real students, told in very real ways."

"In addition to videos on The Booth Life site, we also have a major presence on Facebook, Linked In, YouTube and Twitter, all in the interest of getting students to talk openly
about their experiences at Chicago Booth," Andrews said.

"We feel that sharing student perspectives in a very authentic way is the best way to tell prospective students what Chicago Booth is really like," he said. "Although we host information sessions about the school and we publish brochures, when prospective students hear directly from current students it seems to have a lot more influence."

Although the school continues to use newspaper and magazine advertising in its outreach efforts, the increased emphasis placed on the Internet and social media recognizes the technology platforms that are relevant and useful today to students and prospective students, said Chris Iannuccilli, executive director of marketing at Chicago Booth. "The world is changing and we are committed to keeping current," he said. "As the Internet and social media evolve, so will our outreach efforts."

The Booth Life was produced in conjunction with Brand New World, a New York-based creative solutions company that specializes in advertising and content for digital and emerging media platforms.

The Chicago Booth evening M.B.A. program has more than 1,200 students, most of whom work full-time during the day. Enrollment in the weekend M.B.A. program is 366, with more than one-third of those students traveling from outside the Chicago area to attend classes. Weekend classes are held on Friday evenings and Saturdays. Students can attend classes on either day or both days.

The University of Chicago Booth School of Business is one of the leading business schools in the world. The school's faculty includes many renowned scholars and its graduates include many business leaders across the U.S. and worldwide.

The Chicago Approach to Management Education is distinguished by how it leverages fundamental knowledge, its rigor, and its practical application to business challenges.

In addition to an evening M.B.A. program and a weekend M.B.A. program, Chicago Booth offers a full-time M.B.A. program and an executive M.B.A. program in Chicago, London and Singapore. The school also offers a Ph.D. program, open enrollment executive education and custom corporate education.

More information is available at

Allan Friedman
(773) 702-9232

Barbara Backe
(773) 702-4282


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