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Rotterdam School of Management starts “I WILL” campaign
News Barbara Ward - 10.08.2009
Business schools are going down new roads to build their reputation as modern and leading players. In the competitive MBA market common advertising is more and more replaced by methods that promise a higher involvement. The latest project is Rotterdam School of Management’s “I Will” campaign which comes with a flashy website.
On the entirely black website RSM gives the users the opportunity to make a statement about their future plans. The school understands the project as a community thinking and living in the future tense. “I WILL takes us into new territory,” said RSM’s Dean, Professor George Yip. “It is not an advertising campaign because it gives everyone the opportunity to co-create and share their ambition and drive with the world.” says Dean Yip.
He continues: “Research has identified the new generation of students – those who will be managers, researchers and decision-makers of the future – as generation Y, who like change, challenge and choice, and a sense of purpose and meaning.”
The I WILL campaign is fully launched on Thursday, 8 October, when four of RSM’s leading academics invite I WILL participants to take part in debates on selected research subjects. The debates focusing on the future of business, industry, transport and climate will be broadcast live on the website.
Users can already take part and post their statements online.