Magda is Head of Marketing and Communications at EFMD – the global management development network – where she oversees the development and implementation of external communication strategies for all EFMD activities.
1. Can you give us a bit of your “back story”? What led you to your current career path?
I have always been curious about the world, getting to know diverse people and cultures and embracing how their viewpoints can enrich and challenge mine. That curiosity eventually led me to pursue studies in international relations so that I could someday expand my horizons in a global organisation. EFMD is not only international but also active in the area of education, so the opportunities to learn from and collaborate with interesting and passionate people are endless, and so much more so when you’re in a central communication role.
2. Can you share the most interesting story you have experienced in your current role? What were the most valuable takeaways?
I have learned that you can redesign a website internally. All you need is a vision and a dedicated team unafraid to innovate and acquire new skills. The most valuable takeaway from this experience was recognising that facing a common challenge fosters greater team cohesion and collective creativity.
3. In your opinion, what are the key things that business schools need to do to differentiate themselves today?
Business schools should focus on their unique strengths and avoid diluting their brand by trying to appeal to everyone simultaneously. Find where your key expertise lies, and channel your authentic voice anchored in the organisational foundations and culture.
While thinking of the next innovative programme, AI integration, or sustainability agenda, remember your true asset – people. When the school’s faculty and professional staff feel that the organisation is true to its mission, they will bring their best selves to work daily and collaborate to augment the school’s positive impact.
4. What are the top three pieces of advice you would give to business school communicators right now?
- Tailor your message to your key audiences to resonate with their ever-changing aspirations, challenges and the external environment.
- Be receptive to new communications trends, but evaluate them against your school’s values and mission to remain grounded.
- Use communication technologies as enabling tools rather than goals in themselves, leveraging them to enhance your team’s impact and growth.
5. Are you working on any exciting new marketing projects you want to tell us about? How will they help your members?
We are working on an overarching project that will better represent and integrate the various services, projects, events, and training programmes we run. This will make it easier for members, including business school leaders and staff, to navigate our offerings and identify resources that match their development needs and personal growth objectives.