B-Schools Turn Up The Video Marketing

The University of Pennsylvania’s Wharton School of Business has put its tagline–Knowledge for Action–as the primary promotional thrust of its marketing videos. The approach, less personal and more conceptual, is a good contrast to Tuck’s new approach.

Harvard Business School’s “HBS Advantage” video series is now four years old and feels a bit dated. This film, however, has had more than 41,000 views on YouTube and is among the most popular business school promos ever produced.

Rice University’s Jones Graduate School of Business used a significantly different approach from Tuck, largely putting faculty and deans on display in this four-minute-plus production that sells the school, the university and the city of Houston as a place to study business.