From education to employment

The MBA of Value: Shifting Student Perspectives And The Importance of Corporate Social Responsibility

Brandon Kirby, Director of MBA Marketing and Admissions, Rotterdam School of Management, Erasmus University (RSM)

Unique campaign signposts the value of positive change to MBAs, with the launch of integrated campaign to highlight commitment to next generation management students.

The first integrated marketing campaign for MBA programmes has been launched by Rotterdam School of Management, Erasmus University (RSM).

The MBA of Value global campaign features a message of positive change and utilises digital and traditional media to spread the message about how the school is adapting to the changing characteristics and needs of the modern business school student. Brandon Kirby, Director of MBA Marketing and Admissions at RSM explains:

Success beyond personal gain

This message will resonate with prospective students who are looking for success beyond personal gain. When RSM introduced its mission to be a force for positive change in the world in 2017, we knew that we could take that message and run with it.

RSM’s mission is underpinned by the 17 Sustainable Development Goals (SDGs) from the United Nations General Assembly, and became the strategy for the new MBA messaging.

Profile of prospects has shifted

Over the years, we’ve seen a shift in the profile of the prospective students with whom we interact. Conversations around entrepreneurship and making a difference in the world have become just as commonplace as salary after graduation and personal gain.

We needed to evolve our marketing to recognise this shift. From this realisation came the campaign tagline, The MBA of Value.

High-end campaign

Working with award-winning Amsterdam-based advertising agency, The Odd Shop, RSM’s MBA marketing team conceptualised a visually arresting campaign designed to stand apart from typical marketing associated with higher education.

It was important to us to create something really special and high-end. At the same time, we also wanted to highlight the valuable accomplishments of our alumni, which delivers on the campaign message. We feel that we’ve achieved both goals.


The messaging is designed to juxtapose traditional business terms (profit, shares, goals) with the idea that an MBA education can help inspire positive change.

With the recent announcement that The Financial Times is to review its methodology for MBA rankings to incorporate more CSR-focused areas, I believe that the campaign is very timely and aligns with the modern world of higher education.

Brandon Kirby, Director of MBA Marketing and Admissions, Rotterdam School of Management, Erasmus University (RSM)

About Rotterdam School of Management, Erasmus University (RSM): One of Europe’s top 10 business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become critical, creative, caring and collaborative thinkers and doers. Study information and activities for future students, executives and alumni are also organised from the RSM office in Chengdu, China.


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