Michele, you actually went through the business school application process back in 1983. Do you feel that it has changed at all?

Definitely. The savvy of applicants has changed. I think that's a combination of better outreach by the schools, the services providing assistance, and, more so, applicants knowing students or alumni of schools. There are services available now that just weren't there before.

I wasn't aware of them when I applied. More people are aware of key information and that is partly due to the schools doing much better outreach. We have information technology and a great focus on service. So we're working hard to provide a lot more information to candidates, which was always a mission for places like Kellogg.

Michele, this is your first full class. Along with most of the schools in our top 25, Kellogg's applications have been surging over the past five years -- rising a robust 39% from 1993. Why do you feel this is happening? Is this a result of the efforts made on the school's part? Is it linked to the healthy economy we've been experiencing? Possibly a combination of the two?

One key factor is always the economy. Another key factor is that more people have found out what Kellogg offers -- our outreach and, frankly, surveys like Business Week's have helped people learn about us. We have a 34,000-person alumni network, and we actively utilize them in the admissions process. Outreach occurs through campus visits, current students, alumni, and recruiters through which potential applicants can really learn about the program.

How big is this year's class and how many people did the school admit to fill it?

627 students are currently enrolled in the Class of 1999, and our overall class size is 1,190. We admitted 993 candidates, and our admit-to-applicant yield is 16%, while our enrollment yield is 63% -- that's up from 60% in 1996.

So the 627-person class is larger than the year before.

The class is slightly larger. We have three different programs: Our Four-Quarter (4Q) is from June to June, and our two year programs -- the Master's of Management in Manufacturing (MMM) and Six-Quarter (6Q) program. We increased the size of our 4Q program this year, our one-year program for those who have undegraduate business degrees or the equivalent, from 60 to 81 students.The 4Q program increased in size due to demand. The MMM program currently has 63 students enrolled, up from 54 last year. The 6Q program has 483 enrollees, eight fewer than last year.

So, Kellogg is getting bigger. Can it accommodate this increase in student population?

We can accommodate a total student population of 1,200 comfortably.

This year's international student body comprises 22% of the class of '99 -- down a couple of percentage points. What types of efforts have you taken to cater to the international candidate?

Well, it's actually 24% across the first-year class, and it was 22% if you look at just the 6Q program. To get our message to prospective international applicants, we attend the GMAT forums, host receptions abroad in places like Europe, Asia, and South America. At receptions applicants can meet and speak with alumni who can provide first-hand information. We conduct receptions in most major cities but we really want our candidates to visit campus. Anyone who wears one of our visitor buttons is typically accosted by our students who are eager to share what Kellogg is all about.

Women, this year, make up a larger percentage of the class than in 1996 -- 32% versus 30%. Is this rise related to any type of Kellogg-related recruitment program?

Not particularly, Kellogg has been in the forefront of admitting women. Women have felt comfortable here, and therefore we have attractive a larger number of them. We do participate in some special forums designed to attract women to business education in general, however. This year, for example, we're hosting a reception with other schools in LA and Chicago. The one in Chicago will be right here (on the Kellogg campus) on November 6, and we're hosting it with the University of Chicago. Eight other top schools will also be on hand, including: Harvard, Wharton, Columbia, MIT, Dartmouth, Stanford, UCLA, and UVA. The purpose of the reception is to increase the number of women interested in graduate management education (Editor's Note: The reception attracted more than 200 women, and, according to Michele, feedback was excellent).

It's institutionalized, our environment and culture seem to make most women feel comfortable.

What are this year's application deadlines?

We have three decisions dates: November 15, 1997; January 16, 1998; and March 16, 1998.

We have plenty of space during the first two decision periods, but the latter decision period tends to be, at least in the past five years, much tighter.

What's Kellogg's turnaround for response?

It can be anywhere from 3 - 12 weeks for a response. Our process is more like rolling admissions, we send the decision as soon as it is made. It takes time for a file to be evaluated. It goes through three pairs of hands. There is a student reader, a staff reader, and myself. If we disagree, another student reader reviews the file, and we meet. All decisions are made through a consensus.

I realize that you are relatively new to the job, but do you have an idea of how many seats or spots generally get filled per deadline at Kellogg?

We don't manage the numbers until the third deadline. Certain issues will affect us that you don't expect. The Rose Bowl, for example, had a huge impact (Northwestern's football team played the nationally televised game against USC in 1996; it lost, 41 - 32) on our applications. We had a surge of 15% to 20% in the first decision deadline. So, in 1996, you had the economy and the Rose Bowl at the same time -- formula for success.

The basic line is that we want to have as broad and diverse a class as possible.

What connotes a completed application? What are the different variables that are assessed?

The data form, academic transcripts, the GMAT, the TOEFL (Test of English as a Foreign Language) if appropriate, five essays, one career progress survey (which is what Kellogg calls a recommendation. It is named a "career progress survey" to remind applicants what the school's evaluators are looking for), and the interview.

There is one additional essay for the MMM to help us understand your interest in the program and why it's a good fit.

I know that Kellogg is one of the few schools that provides free software to help applicants more easily fill out its application and to apply for a scholarship .. that the school hands out disks for both Macintosh and Windows users. Is this still happening?

We did offer it -- free of charge -- for three years. We're not doing it this year because the application is available on our website. You can fill it out but you can't submit it back to us via the Web. Most people can download it and print it out and go from there (the URL is: http://www.kellogg.nwu.edu/apply/Diskapp/diskapp.htm).

We are planning to implement a new admissions system this summer.

New admissions system?

It's called Exeter and it will allow us to personalize our admissions process by segmenting groups, and by having data about information exchanges we've had with applicants.

Do you evaluate the GMAT holisitcally, or in parts (AWA [Analytical Writing Assessment], Quant, Verbal)?

We look at the scores according to our needs. If the test indicates a weakness in a particular area, we check other parts of the file to test that assessment. If the score is 700, then we already know that the pieces will be solid. This year's class range is from about 500 - 800.

Do you weigh the second or third GMAT score as heavily as the first ? Or do you tend to take the average between the scores?

We take the highest score. I feel comfortable using all of the pieces (GPA, GMAT, essays, transcripts, etc.) to evaluate candidates.

How heavily in your mind does an applicant's undegrad institution weigh?

We have about 219 different schools represented in our program. The top students at less rigorous institutions are still very valuable candidates to us.

Are interviews at your school required -- I know that last year Kellogg interviewed 100% -- does this encompass the applicant pool as a whole, or just all of the admitted candidates?

It's probably more like 97% of the admitted students. There are some students that are in areas that are so remote that we just can't get to them. Typically we conduct 7,000 interviews and you know that we had a little over 6,100 applicants .. so we interview some prospective applicants who don't decide to apply.

I understand that you and your office attach a lot of weight to communication skills -- does that mean that the interview is considered a significant variable of your evaluation sheet?

The interview is important for two reasons. First, it answers the question: Can the candidate effectively present himself or herself to another person? But it's also a chance for the student to learn about our programs from someone who knows what we really offer. It is not any more important than any other aspect of the application, although it does vary in importance from candidate-to-candidate because different candidates have different strengths. One candidate may be incredibly charismatic and more savvy than many of his or her peers but may be weaker in another area. So that's probably a key reason why the interview is not more important than other factors.

We generally use the interview to assess fit. The reason we emphasize communication skills is because of our learning environment here. We work and learn in teams. We're looking for a person who cannot only survive the program, but thrive in it. Most of the knowledge that Kellogg students amass is garnered by noodling over information that they get from professors with other students.

If you're not a very good speaker, will that preclude you from admission?

Being a good speaker is different from being a good interviewee -- that would suggest that nobody here is shy. Someone who can articulate his or her views, demonstrate depth, focus, and share them is sufficient. You don't have to be the best speaker in the class or a great debater, you just need to share information and be open enough to learn from others as well. If you could just spend a day here, that's the best way to understand the Kellogg culture. And that's why we invite people to come to the campus.

Do you also administer phone interviews?

Only in rare situations -- if the candidate cannot get to the interview or vice versa. And they're usually done after we've taken a look at their file.

How long does the interview usually last?

Generally interviews on campus last between 35 and 40 minutes. Sixty percent of our interviews are conducted by alumni and they may meet from 30 minutes to two hours. There's a little more flexibility there.

Is the amount of time spent at an interview an indication of success?

Absolutely not. Sometimes you get everything you need in twenty minutes, and others take a little longer to flesh out. The alumni tend to take more time for the interview because they have more time to give. That doesn't skew the strength of the interview, however. There's only a 2% difference between those admitted into Kellogg who interviewed on campus versus off campus.

What should applicants do to prepare themselves for the interview?

A candidate who has started to go through the process of self-examination is going to do well. If you have started to look at some of the essay questions -- it doesn't mean that you've prepared your entire application, but you've given it some thought -- we'll be able to get that during the interview. Others who are earlier in the process might want to make the interviewer aware that they're still exploring -- that may not be a positive, but at least the interviewer is aware, and hopefully when that application arrives, the student has acquired that focus.

You said that Kellogg requires five essay questions to be completed. What are their word limits?

We have four questions that are 1 - 2 pages, about 500 words each, and the fourth one is really choosing three of six questions, and they're just 2 - 3 paragraphs each. The applicants get to make some choices about what they want share with us. The most important point to remember is that the application is your baby -- you decide the amount of work you put into it and what you choose to share.

Can you give me an example of one of these shorter 2 to 3 paragraph essays?

One question asks you to describe a situation that forced you to reevaluate a personal belief. And, on the lighter side, another asks you to tell us what your favorite place is and to give two aspects that make it appealing.

Kellogg only requires one recommendation, excuse me, "Career Progress Survey" (CPS)? That's a bit unconventional, no?

One recommendation is enough for us because we interview the candidates. Generally, we use the career progress survey as just another piece of the puzzle for us to understand the applicants' backgrounds. About 95% of our applicants are savvy enough to ask for a positive recommendation. So the key is to get a meaty recommendation.

A few candidates will send in more than one CPS to describe a different aspect of their life -- an extracurricular activity or a special project -- and that's fine. It's a judgment call. I did poke fun at a candidate that submitted twelve recommendations as part of his application -- that was an easy decision (not admitted).

Many of the directors with whom I have spoken intimated that they strongly recommend receiving recs from a direct supervisor, not necessarily from a CEO or a big name. Do you feel the same way?

I want to hear from someone who knows your work and can talk about it. It's much stronger. We've had recommendations from heads-of-state who clearly don't know the candidate. That's just not helpful. One recommender started his comments with: "Here I am again at my desk writing another recommendation for the child of a friend I don't know ..." He went on to cite what he had been told to say by his friend. I have to applaud his honesty.

So, that said, is it inappropriate for a candidate to get a recommendation from a professor?

We typically don't need one because of the transcript, GMAT, and the interview. Another recommendation from an academician is really only very helpful in cases where a student did very poorly in school -- somebody who can provide context for bad performance.

What's this year's range of work experience?

Right around a year up to 26 years. Our average is 4.6 years.

Is that also rising?

Yes, it has been steady for the last few years.

What can an applicant with little to no work experience do to bolster his or her chances of acceptance?

We have a few people with limited experience who have worked summers or in cooperative programs and are in our joint degree programs with the medicine or law schools. But there are none in the Six-Quarter program because you're competing against the pool. We offer letters of encouragement to tell those candidates, and we hope they seek us out again once they have acquired some professional experience.

How does Kellogg's deferral policy work?

We make the decision for deferral. A very limited number of people are offered a deferral. We ask that candidates apply on the year they wish to attend.

How many applicants are waitlisted?

We waitlisted about 140 this past year and just over 40 were admitted. In June we told a large number of people that they would not be admitted. Our goal is to admit a large percentage of those people remaining on the waitlist. It's unfair to let them stay on over the summer if there isn't a good chance of admitting them.

Do you offer counseling to those applicants who have been rejected?

We offer counseling from June through August. Applicants write a letter to request feedback.

I understand that Kellogg has specific dates during which you encourage accepted candidates to visit the campus .. I believe they're called "Days at Kellogg." Can you tell us when the dates are for these events and what they entail?

There will be three "Days at Kellogg" to which we'll invite all admitted students to go to class, have student hosts, and spend the day here. They'll be happening in late winter and spring, probably February, March, and April. We might even be adding a fourth for this year.

What's this year's tuition? Has that changed from last year?

This year's annual tuition is $24,351 for anyone in the two-year program -- that includes 3 quarters. The annual tuition for the Four-Quarter program is an additional $8,107 (for a $32,026 total).

What would you estimate the annual cost of living to be in Evanston or the surrounding area?

We actually publish this figure. For the Four-Quarter, including a laptop, supplies, transportation, etc., it's $56,878 -- for everything. For six-quarters it's $44,062. Our students tend to make very comfortable salaries and for those who choose to work for non-profits, we offer some loan assistance.

That leads me to my next question -- financial aid. How much and what type of financial aid or scholarship help does Kellogg offer?

Almost 70% of our student body receive some type of assistance. We have a number of scholarships. Students do not have to do anything special beyond completing the application, filing their FAFSA (Free Application for Federal Student Aid) form, mailing in their resume, and completing the scholarship-specific requirements. Some are merit-based, the highest being the Austin Scholar, which awards $10,000 a year; and that should be increased next year. There are 20 available per year. So there are 40 Austin Scholars here at any given time.

Does Kellogg have a set schedule delineating when it awards fellowships or scholarships?

No we don't. If you're apply during the first two rounds though, you have better access to scholarships that we hold.

Michele, marketing and general management have historically been Kellogg's fortes. I understand that Dean Donald Jacobs is now placing more emphasis on entrepereneurship. What types of curricular innovations have blossomed over the past year or two in that department?

First, let me clarify something, while our marketing program is outstanding, more of our students major and later work in finance than in marketing -- a little-known fact. We have younger faculty in finance and so their publications are not as prolific as our senior faculty members, but they're highly esteemed.

We have indeed expanded our entrepreneurship program. Interest in it really grew several years ago. Because of changes in the economy and because companies are no longer lifetime employers, I think students want to have more control of what they are doing. We've increased the number of classes; LEAP (Learning through Exprience and Action Program, a 10-week course in which students consult with companies), for example is a direct response to the entrepreneurial interest. In addition, the entrepreneur department has grown from three faculty members to 11 in the last three years. We have become part of the Kauffman Program that allows students to work with smaller, entrepreneurial companies. And another program is the Kauffman Fellows, and that program helps students get into venture capital. We've had six students accepted into that program over the past three years -- more than any other school (Only 12 people per year are accepted).

Can you tell me a little bit more about the MMM Program -- Masters of Management in Manufacturing? After all it is your baby...

Well, the first class was initiated in 1991, and it came about through discussions with the advisory board, students, and recruiters. What came out of those discussions was the need for students who understood management in a manufacturing environment. So, it began in 1991, and from there it has blossomed.

How much has it grown?

The first year we had about 40 students, and we currently have 62. The students have had an outstanding placement rate. We've taken a few hits though, because many of our MMM grads have gone into consulting. However, most plan to return to manufacturing after acquiring the consulting experience.

Who are your toughest competitors?

Basically Stanford is first, then Harvard.

Would you like to add anything else before we wrap up?

The only thing I want to add is the technology aspect of Kellogg, that's another key area here. What's so key about it is how we've chosen to teach our students. We focus on information management. This is the first year that our students are required to have a laptop computer (IBM Thinkpad 380). We want them to learn to use the computer as a management tool, not just as an academic tool. Once they learn the management aspects of it, they can do more than write papers, schedule meetings, or utilize statistics -- they can do the full range.

Also, information technology is integrated into the coursework. Every student receives information on their computer via our intranet network called "My Kellogg." They can customize the data received according to their interests. We have general events that are sent to everyone, ranging from community service opportunities to the latest finance club events. Students can tailor this resource to their interests and needs. We feel that this is a very helpful feature given the potential for data overload!

Michele, thanks for shedding light on the Kellogg admissions process today.