In today’s diverse global landscape, MBA programmes are not just competing against other business schools in their country - they’re attracting students from all corners of the world. However, reaching these different markets requires far more than just simple language translation; it demands cultural intelligence, an empathetic approach, and strategic nuance.

As business education PR professionals, we understand the power of messaging and, in order to reach all four corners of the globe, messaging needs to specifically resonate across cultures without losing authenticity. Cultural considerations aren’t just details - they are a key part of the strategy.

The Power of Messaging

For achieving effective international marketing, business schools must move from simply word-for-word translation – reaching audiences of different cultures requires an understanding of the values, goals and societal context of their audience.

For example, if a European business school wants to market its Global MBA programme in Asia - it differs significantly from how it campaigns in Europe. This is particularly seen in Southeast Asian countries like Vietnam and Indonesia – where messaging could prioritise sociality, entrepreneurial growth and post-MBA success. Meanwhile, marketing in France and Germany could highlight sustainability, leadership and academia, which are values aligned with the region’s educational preferences.

Cultural Attitudes Toward Education

Attitudes towards higher education – specifically of business education – varies across the globe, even across regions. In many areas, MBA programmes carry a prestige, a golden ticket, to future success. However, for others the MBA is a personal tool for development or leadership refinement.

For example, for one of our UK business school’s campaigns for their MBA programmes in Latin America, this carries a heavier emphasis on economic mobility and a chance for global job placements. Meanwhile, in Europe, the tone aligns more with seasoned professionals looking for improvement in leadership skills and sustainability certifications.

Another example would be one of our client business schools based in continental Europe, which prides itself on the narrative of “lifelong journey of learning”, focusing on elevating executive development. However, we take a different tactic for other target markets, such as African countries like South Africa where we place an emphasis on international exposure and life-changing career transformation.

Visual Storytelling and Representation

Not only are compelling and relevant stories essential for marketing MBAs internationally, imagery, design and aesthetics must also align with preferences and sensitivities. Maintaining inclusive and localised visual representations can help prospective students to feel seen, understood and welcomed into a business school’s community.

For example, Saïd Business School at the University of Oxford deliberately uses visuals that show cultural diversity among students in the classroom as well as alumni and faculty in leadership roles. Furthermore, another example would be Hult International Business School whose “global citizen” brand identity reflects in dynamic visual storytelling – diverse cohorts, vibrant campus life and city-based lifestyles are often central to campaigns across the globe.

Connecting with Local Communities

Partnering with local institutions, alumni, and influencers from specific regions gives business schools wider insight and credibility that they perhaps would not be able to achieve alone.

For example, Durham University Business School works with British Council affiliates and other local university fairs to engage, interact and market with India and Chinese candidates. Also, their alumni play a key role in delivering culturally specific messaging, such as the value of Durham’s collegiate system and their pastoral care – which are factors highly regarded in these markets.

Another example is how POLIMI Graduate School of Management collaborates with Italian regional industry partners to market to international professionals. It is this messaging which connects their Milan-based programmes with Italy’s architecture, engineering history, luxury, and more, which are highly respected elements revered as Italian in other markets.

Social Media Engagement

Alongside PR, marketing strategies have also adapted to meet local digital habits – it is crucial for business schools to know where and when audiences are digitally active, as well as what they say on these platforms.

For example, business schools can tailor their platform usage by region – such as using Instagram and Snapchat for Gen Z in the U.S., WeChat for China and then WhatsApp engagement in Brazil. A French business school could use TikTok as a platform in French-speaking Africa with French-speaking influencers to explore the MBA experience, for instance.

Final Thoughts

Ultimately, in marketing MBA programmes internationally, go beyond simple translation – messaging needs to be tailored and specific for prospective students wherever they are, so they feel understood and welcome in an institution that could be far from home. By refining messaging through the lens of culture, business schools can create meaningful, relevant and inspiring connections across the globe. And, in the competitive world of graduate business education, those connections make all the difference.

Author: Lucy Whytock

Excelling in efficiency and proactivity, Lucy supports impressive global clients, from renowned organisations like AACSB International to prestigious institutions like ESSEC Business School, and many more. Boasting a First-Class Honours degree in Multimedia Sports Journalism, she has an in-depth, practical understanding of the media landscape. Her clients benefit from her knowledge of the crucial dynamics between organisations, journalists, and the public – and how effective communication can influence people.