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How to Dilute a Brand

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How to Dilute a Brand [#permalink] New post 01 Feb 2007, 14:44
Well, I have to say, this makes Kellogg less attractive to me. I believe this was made public today.


Kellogg School to Offer Certificate Programs for Undergraduates

EVANSTON, Ill. --- The Kellogg School of Management at Northwestern University today announces that it will begin offering two certificate programs for undergraduates at Northwestern University this fall. Designed by Kellogg School faculty exclusively for highly qualified Northwestern undergraduate students, the new certificate programs build on the analytical strengths and technical skill sets of the undergraduates while providing a curriculum relevant for a career in business.

The Kellogg School of Management's certificate program in financial economics begins this September in partnership with the Weinberg College of Arts and Sciences. This program focuses on corporate finance, capital markets and securities pricing and has been developed for those undergraduates with a strong foundation in analytics, mathematics and economics.
A second certificate program in managerial analytics will be offered in conjunction with the McCormick School of Engineering and Applied Science beginning in September 2008. The managerial analytics curriculum will teach undergraduates to apply their analytical skills to guide strategic as well as tactical business decisions in the context of finance, marketing, operations and strategy.
“These two new Kellogg programs will provide a strong foundation as well as advanced study in key areas of finance and management to those Northwestern undergraduates who are considering a career in business,â€
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 [#permalink] New post 01 Feb 2007, 16:00
But these people are not awarded an MBA right? As I understand the program, I don't believe this does too much to dilute the brand. I actually view part time programs as a greater dilution of a schools brand. Now, I'm not trying to start any arguments between full-time and part-time applicants. Each individual has to decide based on their own personal criteria; but it's pretty clear that part-time programs are much easier to get into. Take Haas, for example. The average GMAT is about 30-40 points lower, the average GPA is a few tenths lower. The biggest difference, though, is that the full-time program received 2727 applications to fill 240 seats, while the part-time program received 724 application to fill 244 seats.

Anyhow, Haas is turning out twice the number of MBAs, 1/2 of which do not face the same admissions standards. I believe that dilutes the brand (Chicago & Kellogg may be the same with their part-time programs).
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 [#permalink] New post 01 Feb 2007, 16:03
pelihu wrote:
But these people are not awarded an MBA right? As I understand the program, I don't believe this does too much to dilute the brand. I actually view part time programs as a greater dilution of a schools brand. Now, I'm not trying to start any arguments between full-time and part-time applicants. Each individual has to decide based on their own personal criteria; but it's pretty clear that part-time programs are much easier to get into. Take Haas, for example. The average GMAT is about 30-40 points lower, the average GPA is a few tenths lower. The biggest difference, though, is that the full-time program received 2727 applications to fill 240 seats, while the part-time program received 724 application to fill 244 seats.

Anyhow, Haas is turning out twice the number of MBAs, 1/2 of which do not face the same admissions standards. I believe that dilutes the brand (Chicago & Kellogg may be the same with their part-time programs).


Even Wharton EMBA!
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 [#permalink] New post 01 Feb 2007, 16:51
I have the same observation regarding Chicago GSB. The number of students currently enrolled part time ( evening and weekend ) is around 1500. That is a lot. Moreover, these candidates can participate in on-campus recruiting during fall if they are not fully sponsored by their employers.


pelihu wrote:
But these people are not awarded an MBA right? As I
understand the program, I don't believe this does too much to dilute the brand. I actually view part time programs as a greater dilution of a schools brand. Now, I'm not trying to start any arguments between full-time and part-time applicants. Each individual has to decide based on their own personal criteria; but it's pretty clear that part-time programs are much easier to get into. Take Haas, for example. The average GMAT is about 30-40 points lower, the average GPA is a few tenths lower. The biggest difference, though, is that the full-time program received 2727 applications to fill 240 seats, while the part-time program received 724 application to fill 244 seats.

Anyhow, Haas is turning out twice the number of MBAs, 1/2 of which do not face the same admissions standards. I believe that dilutes the brand (Chicago & Kellogg may be the same with their part-time programs).
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 [#permalink] New post 01 Feb 2007, 16:59
Haas is actually one of the few programs for which the GMAT scores for full-time and part-time are comparable. 707 (Average for full-time) and 700 (Median for part-time). I know one is an average and the other a median, but I expect the actuals to be comparable.

pelihu wrote:
But these people are not awarded an MBA right? As I understand the program, I don't believe this does too much to dilute the brand. I actually view part time programs as a greater dilution of a schools brand. Now, I'm not trying to start any arguments between full-time and part-time applicants. Each individual has to decide based on their own personal criteria; but it's pretty clear that part-time programs are much easier to get into. Take Haas, for example. The average GMAT is about 30-40 points lower, the average GPA is a few tenths lower. The biggest difference, though, is that the full-time program received 2727 applications to fill 240 seats, while the part-time program received 724 application to fill 244 seats.

Anyhow, Haas is turning out twice the number of MBAs, 1/2 of which do not face the same admissions standards. I believe that dilutes the brand (Chicago & Kellogg may be the same with their part-time programs).
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 [#permalink] New post 01 Feb 2007, 17:18
ucla part time GMAT stats are also similar to the full time program stats. I believe the PT program has a mean of 686, median 690. FT is 704
  [#permalink] 01 Feb 2007, 17:18
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