The programme

The International Masters in Practising Management takes place across five different business schools in Brazil, China, India, Canada and the UK. Devised by world renowned management guru Henry Mintzberg, the program is often cited as the ‘Anti-MBA’ and adheres to Professor Mintzberg’s high-profile  views on business education, focusing not on getting a better job, but doing a better job. The programme states a preference for candidates who have a minimum of 15 years’ management experience and sessions often take place in unusual environments such as long-distance hiking trips.

The challenge

Although the programme is well-established and highly regarded by both individual participants and corporate clients, the very competitive and crowded nature of the executive education market means that it needs constant, imaginative promotion.

The solution and results

One of the modules of the IMPM takes place at the Indian Institute of Management in Bangalore. With India seen as a key market, BlueSky was tasked with achieving coverage surrounding the module in leading education media.

BlueSky had already had success in promoting the programme international media by inviting journalists to observe or even take part in modules around the world. For example, Don Guttenplan of the New York Times accepted an invitation to join a hike across the UK’s Lake District and subsequently wrote an article for the publication on his experiences and observations.

After speaking with those involved with the IMPM in India we contacted a number of our press contacts in the area and presented them with the opportunity to attend the IMPM, and so  directly experience the style of teaching offered on this unique management course.

Writers from Forbes India and Pagalguy, India’s most visited MBA resources website and home to one of the world’s largest MBA forums for students, responded positively. We arranged for them to spend time with participants in the IMPM and to attend the courses and reflection sessions in the students’ timetable leading to favourable articles

Along with offering journalists the option of attending the course we also pitched the idea of a diary from one of the students. Two students said they would be happy to keep a diary of their time in India, detailing their experience on the programme, how this differed from their previous education experiences, and why they chose to study on the IMPM. This was then sent to us and we edited the pieces in order to make them as media friendly as possible.  As a result diaries appeared in both the Times of India and People Matters.

What the client says

“BlueSky has done a great job for the IMPM”

Dora Koop, Managing Director, IMPM