Define an MBA opportunity like no other
A real-time online MBA would allow AGSM to reach a diverse cohort of future leaders who – due to work, travel or family commitments – couldn’t study an MBA the traditional way. By focusing on specialist paths already offered (in change, technology and social impact) it could also position those leaders to meet our greatest challenges with an MBA like no other.
Our brief included coming up with a name that would be innovative, entrepreneurial and enable storytelling, and to create a campaign to form a clear market position, cut-through and engage with current MBT students, and attract a broader audience. We also needed to consider the impact on alumni through changing the name of the MBT program.
A real-time MBA for those ‘in the now’
We uncovered some interesting insights about potential MBA students who wanted flexibility while juggling work and family, and wanted to specialise and be taken seriously. Finding a high-quality MBA that allowed them to study anytime and anywhere was a challenge – but one the AGSM was prepared to address.
The MBAx name defined an idea of difference – of the intersection of business and technology, social impact or change, and of cross-discipline curiosity and exponential growth. We positioned this as a ‘real time’ MBA – one that is here and now. The ‘In the know, in the now’ campaign used a distinctive voice to showcase a breadth of expertise across the three specialisations within a Flipboard magazine app format. toolkit that would describe their point of difference and provide a platform for success.