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It’s time to think new platforms and channels

Posted on Categories BrandonomicsTags

Mark Rudkin, executive director of marketing for Rice University’s Jones School of Business talks with Robin about responsive design and the importance of looking beyond traditional channels and platforms.

Robin: Hello, and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of strategy at Savage, and visiting with us again from Rice University is Mark Rudkin, the executive director of marketing at the Jones School. So Mark, welcome back.

Mark: It’s my pleasure. Thank you for having me.

Robin: Well wonderful. So last time, we heard more about this very cool new admissions campaign called MBA DNA that the Jones School is launching. Tell us a little bit about where we can see the program itself. What are some of the channels where this will appear?

Mark: Well, we’re using in a lot of ways some of the same channels that we had in the past, which include billboards and in-flight magazines on airlines. Some of the things that we’re doing differently this year are placements inside terminals in different airports in Texas. We’re also doing a national sponsorship of NPR’s marketplace. So we’re really trying to broaden sort of the reputation as well as just the overall market knowledge of Rice MBA as well as our concept, MBA DNA.

Robin: So I also checked out the website, and I was very impressed. So tell me a little bit about some of the considerations behind the website itself.

Mark: Well, we owe it all to Jon Paul Estrada, our website manager, but he came up with a platform that’s responsive to whatever device you’re looking at the website on. So no longer do we have to worry about whether you’re on a desktop or a laptop or an iPad or tablet or your iPhone. This website scales to the screen that you’re looking at it with. And I think for the user, it certainly makes it much easier to access the information that we’d like them to see and to learn more about the program.

Robin: A very important strategy for this hyper connected world that we’re in.

Mark: Of course.

Robin: Well, thank you again for sharing with us today, Mark.

Mark: Thank you.

Robin: So join us again next week for another edition of Brandonomics, an inside look at top brands and their marketing strategies.


Rice University’s Jones Graduate School of Business is committed to developing principled innovative thought leaders in global communities. It offers the Full Time MBA, MBA for Executives and MBA for Professionals degrees, as well as a full schedule of non-degree, open enrollment executive education and business courses.

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