 Founded in 1946 by Lieutenant General Baron Kyle Yount

 Mission- To prepare leaders in international business

 >50% students are international
 41000 alumni in 140 countries
 Recruitment criteria-Employability, Diversity and Thought leadership
 Rankings
o 1st in international business for 16 years
o Overall- 67 (2010) to 80 (2012)
 Employment statistics
o Job on hand when graduating=38%
o Job offer within 3 months= 21%
o Job offer after 3 months = 42%
 Programs
o MBA- Traditional
 5 years work ex, median age=28
 Motives- Career enhancement, Career change
o MBA-Accelerated
 For candidates with Business background through education or work
experience
 Motive-Want to go back to work as soon as possible
o Masters- MS (Global Finance), MS (Global Marketing), MA (Global Affairs)
 For fresh graduates
 Median age=23
o Executive MBA(16th best in USA)
 Mid and senior level executives with 8+ years of experience
 Motive- profile enrichment
 Median age=35-38 years
o Distance learning & Corporate training programs
 Customers include top 100 global companies. Eg: Schneider, Kellogg etc
 Future focus
o Development of specialized programs to boost employment rate
o Growing online and executive programs, investing in Internet advertising, web site,
social media
 Thunderbird’s most valuable and important marketing resource is our Web site- Rebecca
Henriksen, VP (Marketing & Admissions)
 MBA Recruitment process
o Lead generation
 Traditional channels-telephone, WOM, career fairs etc
 Web-based channels- web banners, SEM, Social media etc
o Lead Qualification
o Application Process
o Admission granted/denied
 Internet marketing at Thunderbird
o Online media buying and SEO planning- Marketing team
o Social media interactions and intellectual communications- Communications team
o Focus- Lead generation and Conversion
 Factors- Geographical diversity, Student quality, Cost
 Media buying strategy
o Determine the budget
o Which web sites to target
o Budget distribution
o Define & segment target audience
o Decide the criteria of success
 Current problem
o Budget cuts for Marketing & Communications teams
o Growth in global economy and growing opportunities in emerging markets driving
major business schools to offer specialised international management courses
 Current goals
o Imroving effectiveness of display ads
o Increaing traffic to the programs’ page by 25%
o Imroving conversions by 30%