Charting New Horizons in Branding

Greetings, fellow Mendoza teammates! It is with great excitement that I reintroduce myself to you. I say “reintroduce” because I began my role as Senior Director of Marketing and Brand Strategy in November 2023, just before the birth of my son, William, who joined us in the middle of the winter storm on January 12, 2024. As I am now back from maternity leave – and as a nod to “the Great Wave” – I feel like a sailor returning to familiar shores after a voyage at sea. Let’s hoist the sails and explore uncharted waters together!

Let me first recognize our talented marketing and brand strategy team who are the unsung heroes behind our brand’s voyage. Composed of teammates who specialize in marketing (led by Brian Connelly) and communications (led by Carol Elliott), as well as content development and digital and social media, together our team harnesses creativity, strategic acumen, and tireless dedication to propel Mendoza to new heights. We are committed to shaping narratives, sculpting advertising campaigns, and weaving stories that resonate with key audiences. 

Here’s our course for the year ahead:

1. Imagination Unleashed - Brace yourselves for marketing and communications campaigns that defy gravity. We’re ready to ignite minds through new messaging, storytelling, and advertising that promote our brand and attract new students. Creativity, my friends, is our compass.
2. Brick by Brand Brick - Notre Dame’s iconic Golden Dome was not built in a day. Similarly, we’ll strengthen our Mendoza brand by conducting market research to lay the foundation for new strategies and tactics. We aim to enhance our brand by optimizing creative solutions and targeted messages while exploring new trends.
3. Flowing Communications - Our Mendoza communication channels span across the seven seas! From social media, print, email campaigns, stories, videos, and more - reach out to us with your story recommendations and departmental updates!

Already in 2024…

• The marketing and brand strategy team is launching new assets and telling new stories, thanks to the support and collaboration of our amazing faculty and staff and our inspiring students and alumni.
• Advertising for our master’s programs is meeting audiences where they are through paid media as we roll targeted, scroll-stopping messages on Google, LinkedIn, Meta, and more. 
• A new edition of our renowned Mendoza Business magazine, reaching more than 25,000 alumni and friends of the College, is in the works and will be published this spring. The cover story presents an in-depth exploration of how our mission-focused research is having a real impact on some of the human community’s most pressing needs, such as recovering from the devastation caused by natural disasters.   
• Our team is traveling near and far to capture new content that showcases experiential learning in global settings, including a trip with the Global EMBA crew to Barcelona, Spain, in early March. 
• Our Mendoza website has been audited and updated to reflect program value propositions and fresh messaging and graphics, which has led to positive outcomes, including:
• Newly optimized pages.
• Increased organic traffic.
• Reduced bounce and exit rates.
• Improved mobile-friendliness of pages.
• Piloted a new content management system for the soon-to-launch Meyer Business on the Frontlines website.
• Comprehensively revised the site to meet Web Content Accessibility Standards. This included updates to design, including adding contrast ratio for visual impairment and stop/play buttons on video for motion sensitivity and providing users with assistive tools such as screen readers to better navigate the site.

As I settle back into Mendoza Suite 123 (come visit!) and begin planning the work ahead, I am grateful for the opportunity to embark on this grand adventure with all of you. So, fellow sailors, may our hashtags trend, our brand compass remain true, and our Mendoza community legacy ripple through time!

Jen 

Jennifer Wade
Sr. Director of Marketing & Brand Strategy

In August 2026, the Mendoza College of Business will welcome its inaugural Global Executive MBA (GEMBA) Class of 2026 to Dublin, Ireland. Yes, that’s correct. We will welcome this incoming cohort of Global Executive MBAs to our Notre Dame Gateway and kick off their two-year MBA program in Dublin.

Our EMBA program has always offered a one-week International Immersion experience between the first and second year of the program. However, with the incoming Class of 2026, we will now offer three experiential learning opportunities for students to build their toolkit of experiences in new ways. I am very grateful to Megan Piersma, Craig Crossland, Mike Mannor, Chris Adkins and our EMBA faculty for their support, courage and vision to help us get to the next level. 

Our EMBA students continue to tell us that gaining international experience in the corporate world is difficult. Typically, one has to be in a very senior position and perhaps have knowledge of another language before getting tapped for challenging international assignments. In my prior capital markets career, I worked in Brazil, South Africa, Argentina, Chile, Canada, Singapore and London. Knowledge of global business has become a vital part of preparing our EMBA students to lead both nonprofit and for-profit organizations with a comprehensive global vision.

The decision to expand global experiential learning opportunities for the new Global EMBA program was guided by 1) research and benchmarking of 30 EMBA programs where global opportunities are expanding, 2) student feedback and 3) the University’s new strategic framework, which includes the expansion of global learning opportunities for all Notre Dame students. What does this look like? 

When both cohorts of Global GEMBA students begin their two-year journey with us in August, they will start in Dublin, Ireland, with a one-week Executive Integral Leadership (EIL) course led by our faculty: Chris Adkins, Cindy Muir and Kris Muir. The EIL course is a signature course aimed at building both bonds and leadership skills. Both cohorts of GEMBA students will then return to campus to take their regularly scheduled monthly class residencies.

We also will now offer a second opportunity for EMBA students to go abroad during the June Electives week. This June, we will pilot an optional one-week immersion in Singapore with a smaller group of EMBA students led by me teaching the finance class. These international week-long immersions are highlighted by project-based experiential learning while working with a local company to solve their global business challenges. As an elective, the class in Asia is optional. If students choose to stay on campus, they will have a great week with other EMBA students.

Finally, the EMBA students will now have an International Capstone Immersion class in the last mod of their two-year program. This one-week International Capstone course is led by professors Mike Mannor and John Busenbark. This year, the Capstone course will be held in Spain. In future years, it will move to South America and likely be held at our Gateway in Santiago, Chile. I am grateful to both Mike and John for re-imagining this new Capstone course for our EMBAs. In prior years, this was simply known as their International Immersion. Now that this class is near the end of the program, it is a true Capstone experience.

I am especially grateful to our incredible EMBA faculty and those who serve on our curriculum committee. In addition, I am very grateful to the many staff that support the EMBA program and our EMBA students, most notably: Cassie Kline, Suzanne Witt, Christine Gramhofer, Connie Varga, Meghan Huff, Kara Palmer, Rebecca Wood, Brian Connelly, Lucas Eggers, Kari Freistad, Zoe Bonnishen, Tracy Kulwicki, Megan Piersma, Stephanie Drudge and Joel Farran. There is a host of other unsung heroes that make this program tick behind the scenes. Indeed, I am very appreciative of everyone’s support. 

Go Irish!

Gianna

Gianna Bern
Academic Director, Exec. MBA program
Teaching Professor of Finance