Marketing And Product Objectives Essays On Leadership

Sample Business School Essays


Since many business school admissions officers encourage applicants to “write less, say more,” it is important to communicate your background and career ambitions in a concise and clear way. The essay gives admissions officers an opportunity to learn who you are, where you're going, what you have done and why their school is right for you. Use this small space to give the admissions officers a deeper sense of who you are by answering the prompt with brevity.

This section contains three sample business school essays:

  1. Business School Essay One - The Business of Recovery
  2. Business School Essay Two - Leadership in Action
  3. Business School Essay Three - Repair and Restore

The Business of Recovery — Sample Essay One

Prompt: What are your career goals? What skills do you expect to gain from studying at ABC Business School and how will they contribute to your professional career? (500 words).

Watching my brother transform from a man who had lost his ability to walk to a man who can play basketball with my father kindled my fascination of the physical therapy world. The Bureau of Labor Statistics anticipates the field of physical therapy to grow faster than average in the upcoming years. I hope to join this field during an exciting time of growth, furthering the rehabilitation of those who have been injured.

Following graduation from ABC Business School, I intend to serve a marketing team in a local physical therapy company, such as Ridgeview Physical Therapy. My short-term goal is to lead a team, furthering success in the Ridgeview area. Due to the popular physical therapy company thirty miles from Ridgeview, much of the local population is unaware of the quality services Ridgeview Physical Therapy has to offer. I hope to increase visits by 40 percent in the first 5 years of my employment. My long-term goal includes extending the company’s reach into surrounding cities, and eventually beyond national barriers, becoming a global marketing manager.

I expect to gain skills and experiences from ABC Business School that will propel my short and long-term goals. I hope to develop an experiential and diverse learning experience and have the opportunity to interact with different groups of people to learn from their business insights and endeavours. From ABC Business School, I seek the tools and resources needed to further engage in my marketing knowledge, perform professional strategic analyses, and re-evaluate my past work experiences. I look forward to taking courses from Professor Jim. W. Reid, who has published the research of the success of Matthews and Marketing in his book, “Matthews Commerce,” which has helped me continue my career this far. I also look forward to taking the unique classes taught by Professor Rachel E. Davis, introducing me to the physical therapy world and enriching my business skills in that area.

When my brother’s car accident in 2011 caused immobility in his left leg, he never thought he would be able to play his favorite sport again. David Andrews, a 1994 graduate from ABC Business School, ensured that that would not come to pass. I spoke with Andrews about his journey, and he told me that it was through the opportunities and education he received from the professors and students at ABC Business School that helped him open his own practice. I hope to follow in Andrews’s footsteps. With the passion I have for the success of Ridgeview Physical Therapy, and the determination I learned from watching my brother, all I need to complete my goals is the knowledge available to me through an MBA at ABC Business School. I look forward to completing my career aspirations using the tools received from ABC Business School to contribute to my professional career.

The world of physical therapy is growing, and with my skills in marketing, I hope to grow the local Ridgeview services across the globe.

In this essay, the applicant is assigned to answer the prompt in approximately 500 words. The admissions officer expects a clear and concise essay that does not veer off the question and exemplifies quality writing, grammar, and punctuation. In questions similar to these, the admissions officers are looking for:

  • Student’s understanding and knowledge in answering questions: The writer explains his short and long-term career goals, referencing the future of the career (Bureau of Labor Statistics) and quantifying his goals (Increase by 40 percent within the first 5 years).
  • A deeper look into who the applicant is: Writer shares personal information that also relates to answering the question (brother in physical therapy). Make sure that any personal information you share does not veer off of the question that needs to be answered.
  • Proper research on the school to adequately answer the second question: Student mentions names of professors who have demonstrated help in the past (professor’s business research book) giving credibility to the student that he believes they will be able to help him in the future. Avoid flattery and only speak of the school in a way that shows proper research and answers the question presented.

Leadership in Action — Sample Essay Two

Prompt: Present evidence of your leadership capacity and/or potential. (Approx. 550 words)

Nancy, the CEO of Jasmine Publishing House, bought me a coffee and told me I should invest in warm gloves as we sat down at a corner diner for what would be a game-changing business meeting. As the leading publishing house in Europe, Nancy informed me that JPH was interested in closing a multi-million dollar deal with our fashion magazine, Zoelle, provided we changed the magazine's appearance to attract a broader European audience.

As production manager, my job was to lead and supervise a staff of 30 to match Nancy's vision, working closely with the design team, photographers, production staff and marketing team. After three weeks of heavy brainstorming, we developed a fresh appearance for the magazine.

I invited Nancy to a meeting with me and three of our executive producers. I shared with her the strategy we had created in order to solve our appearance problem, as well as estimated costs and complications. Nancy agreed that the direction our magazine was going fit well with her vision and audience, and that JPH would be happy to work with us within the next week.

Although the team was excited to accept the offer, I was concerned that we were not prepared to complete the project so quickly. Though the executive producers did not understand, as our production team was to begin work on the next issue the following day, I explained that there may include deep financial consequences if we rush into the process. I wanted to ensure that JPH received a consistent layout from Zoelle magazine. Nancy agreed to wait until the upcoming issue was complete before beginning work on the new look.

We began work the following Tuesday, after the latest issue was produced. I collaborated with an eight member marketing team to develop new branding for our magazine and mediated this branding with the design team, ensuring that it was able to blend well with their ideas and insights based on the first meeting with Nancy. I led the operation of the first issue to be published via JPH, supervising 30 employees.

After the issue was published, our sales increased by 42 percent in the first week. After leading the Zoelle team to a business deal close and a fresh start, I learned that with the proper leadership, a staff of varied talents, insights and opinions can work closely together to produce a magazine that continues to increase its sells each issue. My initiative helped provide Zoelle with its largest new contract that year, a $2 million deal. Customers from Europe and the United States commented with positive remarks on the new look, showing interest in the replacement of the former look, which had been being published for seven years.

After this leadership experience, I was able to see my potential as a leader. I can communicate effectively with all members of a group and help connect them with one another to make a larger picture. I protect my business discernment even against an upset crowd, and am able to properly persuade others to understand other perspectives. Through learning more about leadership every day with my work in Zoelle, I hope to continue to strengthen these abilities and witness the success they can bring to media production.

In this essay, the applicant was asked to detail her leadership abilities through the application of a relevant example. She was asked to do this in approximately 550 words, using concise language and proper grammar and punctuation. In questions similar to these, the admissions officers are looking for:

  • Applicant's ability to share leadership qualities with a relevant example: This writer shared leadership qualities of communication (brainstorming with different staffs and helping them connect their ideas together), listening (brainstorming and understanding staff concerns), delegating (ensuring each team did what was supposed to be done), and managing (managed and supervised a staff of 30) through the use of an example from her work with Zoelle Magazine.
  • Proof of a potential growth in these leadership skills: The writer hopes to “continue to strengthen” her leadership skills. She provides examples of how she learned from previous leadership roles.
  • How these skills will help further your career: The writer used an example from her current career and concluded her essay with a look into the potential of leadership in her field.

Repair and Restore — Sample Essay Three

Prompt: Describe a challenging situation you have faced in the past. How did you overcome the challenge? (450 Words)

I looked across my celebratory cheesecake and beamed up at my new coworkers. I couldn't believe I had finally landed my dream job. All of the senior editors were having lunch in the cafe across the street from the bakery where the finance team and marketing team shared dessert. I had been hired as a budget analyst at my favorite magazine. My job was to work alongside the business manager to help create a more healthy marriage between the finance and marketing departments, thus improving our sales and workplace environment. On my way home, I reflected on my relief in finally having an exciting and secure career.

Just three months later, we met at the same bakery where I had celebrated my new job. Every department from our small, close-knit staff was present. As the publication manager began to tell us the news, I remember how our faces fell. Our publication company was going out of business, and every publication was to be shut down. She explained that they had tried to find another publishing company without success.

Not only did I feel as though I failed the company, I also knew that I, as well as the other 17 employees, was out of a job. We went back to our offices and packed up our things. Writers and designers were frantically calling around, asking for open positions. An employee from the finance department began tweaking his resume, and the marketing department apologized to the publication manager and editor-in-chief, who responded graciously.

I had to leave my apartment not long after losing my job. I stayed with a friend on the north side of town as I tried to find a job in a shrinking economic suburb. It took six months to find a position, and though I had to move and leave behind my dream, I found a new way to work toward my new dream.

From this experience, I learned the importance of adaptability. Only through my ability to embrace the change happening around me was I able to find a new job and start a new life with new visions and goals. Applying for my MBA would have sounded bizarre to the disheartened, homeless idealist who lost her dream. But now, after finding in me the strength to persevere, I am able to take what I learned from my previous job and pair it with what I learn from the university. This knowledge will help me ensure that the future companies I work with will not have to endure a similar fallout.

However, if there comes a time when I am again involved in a lost company, I know how to repair. I know how to restore.

In this essay, the applicant was asked to recall a challenging situation to which the writer overcame the boundaries. The writer was asked to do this in approximately 450 words, using concise language and proper grammar and punctuation. In questions similar to these, the admissions officers are looking for:

  • Applicant's ability to identify a challenging moment in her life: This writer uses a relevant example of a challenging situation, describing the challenge of losing a job, losing housing, and having to move to a different city.
  • Examples of how the applicant overcame these challenges: The writer cites her “adaptability” as the reason why she was able to overcome this challenge. Instead of giving up, the applicant tells of applying for other jobs, even ones that were out of her comfort zone and in another city.
  • Brief insights to what the applicant learned from the challenge: This writer learned how to maintain strength, perseverance and adaptability in challenging situations. The applicant tells of continuing the learning process in her MBA program and allowing it to help future companies.

Sample Essays

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Here are our top five tips for writing a business school admissions essay:

  1. State specific reasons as to why you are a good “fit” for the school, rather than simply stating “I am the ideal candidate for your program.” Why are you the ideal candidate?
  2. Use real life examples in your essay. This will help to bring your essay to life.
  3. If you’ve taken an unorthodox path to business school, don’t be afraid to play that up. Business schools appreciate those who are unafraid to take risks.
  4. Thoroughly research your target schools in order to have a clear idea of how to appeal to each of them. Every school is looking for something different in their students.
  5. Avoid flattery. A good school knows that it’s good, and telling them so just wastes valuable space in your essay. Use that space to talk yourself up, instead.

We all dream. We have big dreams, grand ambitions, and smaller dreams, things we desire on a daily or weekly basis. Every business owner shares the dream of seeing his or her business grow and thrive. When it comes to business, marketing is integral to growth, and when it comes to marketing, goals are integral to success. A dream, after all, is just a dream. A goal, in contrast, is a dream with a plan and a deadline.

Why Set Marketing Goals?

Short and long-term goals are an essential part of any marketing strategy. As Tony Robbins said, “Setting goals is the first step in turning the invisible into the visible.”  Of course, it’s not just about making marketing goals you’ll never meet. You have to eventually walk the talk. The process of setting goals, however, puts you in the right state of mind for accomplishing work and seeing positive results. Marketing goals, properly planned and executed, are the stepping stones to financial achievement.

The Purpose of Setting Marketing Goals

Marketing goals are not just far-fetched desires; they are vital markers to success. You need a way to gauge your marketing efforts. Otherwise, how will you know if what you’re doing is working, or if it’s simply luck? Marketing goals enable you to stay on track with the objectives for your small business. Setting quantifiable goals allows you to properly allocate time and money to marketing strategies that work, and to do away with those that don’t. Some quantifiable marketing goal examples are follower counts, ROI, weekly or monthly sales, site visits, and other “countable” items.

Short-Term Goals for a Business

Short-term marketing goals are, as the name implies, goals that can be completed within days or weeks. Long-term goals can take several months, or even several years, to meet. While long-term goals are key to establishing your ultimate vision, and while they guide the direction of your short-term goals, they are not as actionable as short-term goals.

Short-term business and marketing goals are things you’re going to be focusing on on a daily basis. Without them, your long-term goals, all those grand “big fish,” will never see the light of day. Here are some examples of short-term business goals as they relate to marketing:

  • Website Traffic: If you are like most businesses in today’s modern age, your website serves as your digital home-base. More site visits tends to lead to more customers. Try to set weekly or monthly goals, such as a 10% increase in website traffic each month.
  • Conversions: In marketing, conversions are defined as the act of converting site visitors into paying customers. Conversion marketing incorporates a variety of techniques to lower the barriers of entry to purchase and encourage site visitors to buy a product. For example, a company might offer new site visitors 20% off their first purchase in order to encourage them to place an order right away with the goal of increasing conversions by a certain percent.
  • Engagementrates: Engagement rates indicate the frequency at which people interact with your posts. On social media, they are usually quantified as post shares or comments. High engagement rates indicate that your content is actually resonating with your customers. A good short-term goal is to increase engagement rates or to decrease your response time to customers. The more you engage with potential customers, the better.
  • Follower counts: While follower counts are not as meaningful as engagement rates, they are essential for making your business more well-known. The more followers you have on Facebook, the more people who can see your posts and engage with them. Set reasonable markers weekly or monthly to make Facebook work for your small business.

Long-Term Goals for a Business

Long-term goals take longer to acquire and are not necessarily as quantifiable as short-term goals. They often start as seemingly impossible to attain but over time, and with hard work, long-term goals become easier to reach.

The secret to business success is reaching long-term goals through consistent marketing, something that many business owners struggle with.

Some examples of long-term business goals include:

  • Name Recognition: As consumers, we’re more likely to trust the names of companies that we know or have heard of. Getting your business name recognized in your local market will help you get more customers and grow your business. Make getting your name recognized in your local market a long-term goal of your business. Get involved in local events, post on forums and Facebook groups, and network in order to create a buzz about your business in your community!
  • Brand Awareness: As your business grows and more people become aware of it, you’ll naturally begin to pick up more brand awareness and exposure in the appropriate places. Make brand exposure a long-term goal, whether it’s being featured in the local news, authoring syndicated articles, or being featured on a certain website by an influencer or popular blogger.
  • Reputation: A business’s reputation builds over time. Depending on the nature of your business and the industry you’re in, your reputation goals may be different. If you are, say, an investment firm, your goal may be to be known as one of the most trustworthy firms around. If you are a clothing company, you might want to cultivate an aura of being “cool” and “trendy.” If you are a plumber, your goal may be to become known as fast and reliable. Consider your own business and how you want people to talk about it.
  • Google Search Ranking and Search Engine Optimization: A long-term goal for any business should be to rank on the first page of Google. Google and other search engine rankings are what will get you the most organic website traffic and potential leads that you don’t have to pay for. Perhaps your goal will be to appear on the first page of Google within 6 months.

Search engine optimization, while well worth it, takes a great amount of time and effort and should be a static long-term goal for every small business. Set small goals to rank for certain keywords and work your way up to rank for more and more keywords. It will likely take a few re-workings of your website and regular updates to ensure that you keep climbing the search rankings. You can do this by optimizing your website for local SEO and by becoming an authority in your industry through blogging on topics related to your industry.

When it comes to marketing, both long and short-term goals are essential to growing your business. For more information on incorporating your business goals into a marketing plan, check out these 6 example marketing plans for small businesses of any stage.

Do you have marketing goals? Share them in the comments below!

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