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MARCH 15, 2004 MBA INSIDER: ADMISSIONS Q&A Getting into Haas: No One Is a "Perfect Package" Pete Johnson and Jett Pihakis, who head Berkeley's MBA admissions, say it's better for applicants to be self-aware than claim no weaknesses
Pete Johnson and Jett Pihakis are co-directors of MBA admissions at the University of California at Berkeley's Haas School of Business (No. 13 on BusinessWeek's current B-school rankings). Johnson manages international MBA admissions, and Pihakis handles domestic applications. They recently spoke with BW Online's Mica Schneider. Here are edited excerpts from their conversation:
Q: How has the leadership at the school changed since Laura D'Andrea Tyson left for London Business School? Johnson: The Haas school in general, and our office, was very fond of Laura. [The new dean,] Tom Campbell, has brought a number of positive things to the school, as well. One of the things he has emphasized is making himself available to students. He has a town hall meeting every month. He has breakfast with small groups of students every morning, and he went on the road with us to our admission events. Pihakis: Students are thrilled with his hands-on approach. It has helped him keep a finger on the pulse of the school. Q: The last time we spoke, about two years ago, you were basking in the glory of a 90% increase in applications. What are you doing this season? Pihakis: Right now, we're down 23% from where we were last year. We're definitely experiencing a decline. Johnson: Talking with our colleagues, we've heard everything from 10% to 39% decreases. Q: What's the remedy? Johnson: I anticipate this will change as the economy continues to recover. Currently, a lot of good candidates for MBA programs with solid work experience are less likely to feel confident about leaving those positions for two years, not knowing where the economy and hiring will be [when they graduate]. Pihakis: One remedy would be to increase, in creative ways, the marketing of the programs. Q: Have you begun any creative marketing at Haas? Pihakis: There will be more of that next year. Johnson: This year, we stepped up our recruitment efforts a little bit -- but primarily recruited from the same markets as last year. We'll be reaching out to a more diverse group of people to educate them about the benefits of a management degree. Q: What are some misconceptions to dispel about the degree? Johnson: Many people who are in consumer products -- businesses such as the wine industry -- or nonprofit positions can really benefit from an MBA, but they don't pursue it because they think MBA training is only for consultants and investment bankers. We have a student in the first-year class who has a nonprofit background and is interested in microlending programs in the third world. Although she initially thought of pursuing a public policy or international relations degree, she discovered that an MBA was a better fit for developing the finance and management skills she needed. MBA programs aren't only about accounting and finance but also about leadership, organizational behavior, entrepreneurship, and developing strong communication skills. We often have to explain to prospective students what really happens at business school and the variety of issues and disciplines that are addressed. This spring, for example, our Management of Technology Program is jointly hosting a conference with the United Nations entitled Bridging the Divide -- Technology, Innovation, and Learning in Developing Economies. The conference is about how to bring technology to the developing world to help poor countries benefit from the global economy. That's not the sort of thing people necessarily expect when they think about an MBA program. Pihakis: Some people hear the word "business" and think, "Business isn't for me." They think, "I want to do more good for the community." We need to communicate to them that there are ways to make significant impacts on the community [through business]. Q: With such a dip in MBA applications, will MBA admissions be somewhat less competitive at your school this year? Pihakis: If you have fewer applications, you have a better chance of being admitted -- at least statistically. Johnson: Although smaller in number, we've been pretty pleased with the applications we've reviewed. But the percentage admitted is going to be higher.
 
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