Global MBA: a case study

The Department of Industrial Engineering at the University of Chile invited us to overhaul all communications related to their MBA programmes that, at the time, were fairly conservative and only focused on academic merits.

The pilot was the Global MBA: a special programme where students study for eight months in Chile and then for nine months in Top 100 management schools abroad. The Global MBA has as a curricular requirement studying 8 months of exchange or dual degree at one of the partner universities located among the best 100 business schools in the world.

Strategic Brand Platform: “Live Global”

We conceived the brand platform “Live Global”, which aims to invite future students to challenge themselves and live globalisation in first person to then bring their knowledge back to their country to be its next leaders.

To advertise an MBA programme effectively, you must use targeted digital marketing strategies, such as SEO, social media advertising, and email campaigns. However, before tactical execution, we needed a compelling strategic foundation. “Live Global” worked because it shifted the conversation from institutional prestige (which every MBA claims) to personal transformation through genuine international experience.

The brand platform resonated particularly well with ambitious Latin American professionals who wanted international credentials without permanently leaving their home countries. It positioned the programme not as study abroad, but as strategic career preparation for leading in an interconnected world.

Integrated Multi-Channel Strategy

The channels we applied the strategy were website, social media, Google Ads, Facebook Ads, and the participation of the MBA staff in different post-graduate and student fairs for which we produced roll banners, flyers, merchandising and nicely printed brochures. Also, advertising in the metro stations.

Digital marketing strategies are crucial to the success of any business, regardless of its size, scope, and industry, and higher education is no exception. Our integrated approach ensured consistent messaging across every touchpoint, from digital discovery through to in-person conversion at education fairs.

The website redesign prioritised clarity and aspiration. We showcased the partner universities (UBC Sauder, Cranfield, Macquarie), student testimonials, and clear pathways from application to global career. SEO optimisation targeted searches like “MBA Chile international”, “study MBA abroad Chile”, and “top MBA Latin America”.

Social Media and Digital Advertising

Social media strategy focused on LinkedIn and Facebook, platforms where our target audience (professionals aged 25-35) actively researched career advancement options. Social media marketing is considered one of the most powerful marketing techniques of the modern era, particularly for reaching educated professionals.

We created content series featuring alumni sharing their international experiences, faculty discussing global business trends, and behind-the-scenes glimpses of partner campuses. Google Ads and Facebook Ads campaigns targeted specific demographics and interest profiles, driving qualified traffic to optimised landing pages with clear calls to action.

Physical Touchpoints and Events

For MBA fairs and university recruitment events, we produced comprehensive collateral: roll banners featuring the “Live Global” platform, printed brochures with programme details and application timelines, branded merchandising, and presentation materials for MBA staff. Metro station advertising in Santiago provided mass-market awareness, reinforcing the brand amongst commuting professionals contemplating career advancement.

This comprehensive marketing approach, similar to my broader portfolio work, ensured the programme reached potential students wherever they were in their decision journey, whether researching online at midnight or commuting home from work.

Measurable Success and Programme Expansion

The success of this strategy extended to all programmes enabling them to reach the Top 10 in Latin America. The QS Global MBA Ranking 2025 situated the programme as number 1 in Chile and number 3 in Latin America, representing significant advancement in competitive positioning.

The ranking highlighted the university’s first place in “Academic Strength” and “Network Power”, but our communications strategy ensured these academic achievements translated into student enrolment and brand recognition. The “Live Global” platform proved so successful that it influenced communications across all MBA programmes at the Department of Industrial Engineering.

What began as a pilot project became the template for how Universidad de Chile communicated its entire MBA portfolio, demonstrating that strategic brand positioning combined with integrated execution can transform institutional communications and deliver measurable results in competitive education markets.

Project Vitals

Client: Universidad de Chile, Department of Industrial Engineering
Programme: Global MBA (pilot), extended to all MBA programmes
Brand Platform: “Live Global”
Services: Brand Strategy, Communications Overhaul, Website Design, Social Media Strategy, Digital Advertising, Print Collateral, Event Materials
Channels: Website, social media (LinkedIn, Facebook), Google Ads, Facebook Ads, MBA fairs, metro advertising
Results: Programme reached Top 3 in Latin America (QS Global MBA Ranking 2025), number 1 in Chile
Target Audience: Latin American professionals aged 25-35 seeking international MBA experience
Tools: Adobe Creative Suite