Carnegie Mellon Press Release: December 1, 2003
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Press Release

Michael B. Laffin

For immediate release:
December 1, 2003

Carnegie Mellon MBA Program Promotes Graduates' Success and Ability to "Anticipate > Analyze > Act" in New Branding Campaign

PITTSBURGH—Carnegie Mellon's business school has launched a multi-channel marketing campaign emphasizing the school's leadership position at the crossroads of business and technology as well as the success of graduates in making a significant and immediate impact in the marketplace.

"As indicated by our consistent top-10 ranking in The Wall Street Journal's survey of corporate recruiters, companies that hire our graduates know that the Carnegie Mellon MBA transforms students into business leaders who can forecast, solve and lead within a dynamic, global environment," said Kenneth Dunn, dean of Carnegie Mellon's business school. "Through this campaign, we are highlighting what insiders have known for decades: Carnegie Mellon graduates make an impact in the workplace more immediately than their peers from other programs. Their ability to solve highly complex business problems gives them a career advantage that provides bottom-line results for their employers. Our graduates are a must hire for global companies that want an advantage in leading and emerging industries and sectors."

"Anticipate > Analyze > Act....Make An Impact" is the campaign's platform, which speaks to the Carnegie Mellon MBA's abilities to predict marketplace dynamics, leverage and interpret massive amounts of information, and achieve unprecedented results. The Carnegie Mellon MBA relies on analytical decision making — specifically quantitative, fact-based methods and models — as the foundational academic approach for preparing future business leaders. Our analytic culture and bias for science- and technology-based solutions results in an important advantage for our MBA graduates.

The campaign includes print, online and television advertising with BusinessWeek, as well as direct mail and special events. The print advertisements feature three senior executives who have made a significant impact in their businesses and industries: Tony Muscato, managing director, H.J. Heinz Company; Gunjan Kedia, partner, McKinsey & Company; and Larry Kurzweil, president and COO, Universal Studios Hollywood. The campaign's creative approach and high-end photography showcases the corporate leaders within the context of their industries: consumer packaged goods, management consulting and entertainment.

The Carnegie Mellon MBA is one of the world's highest-rated graduate business degrees, owing its success to a focus on innovation throughout all aspects of its program. The hallmark of the Carnegie Mellon MBA is an analytic approach to global business management. Founded in 1949, Carnegie Mellon is the pioneer of management science, with a reputation for making an impact through analytical decision-making and creating new ways to transfer knowledge. The school's groundbreaking research, particularly in corporate finance, production operations and organizational behavior, continues to serve as the basis for many business and academic models. More information on the MBA program can be found at


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