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To better compete with Columbia and NYU, our campaign for the MBA program of St. John’s appealed, frankly, to monetary ambition. For example, a photo of Henry Ford at the wheel of his Model-T with the headline: As old tycoons retire, new ones are needed. And the campaign included ads that said monetary ambition and Catholic values could be compatible: How to rise to the top in business and still look yourself in the eye. Applications from top college seniors increased.