Prospective Student Visits to the Darden School: Process Improvement (a)

Abstract

Examining the effectiveness of the class visitation process at the Darden School had always been a high priority for the Office of Admissions due to its key role in connecting with qualified, enthusiastic applicants. Anecdotal feedback suggested that prospective students considered their visits productive and enjoyable and that they were energized by the Darden classroom experience; however, weaknesses in the visitation process had also been part of the feedback. Accordingly, continuous improvement of this vital component—the introduction of potential applicants to Darden—was an area of high interest to the Admissions Committee, and the associate director sought help identifying ways to improve it. Excerpt UVA-OM-1476 Aug. 17, 2012 PROSPECTIVE STUDENT VISITS TO THE DARDEN SCHOOL: PROCESS IMPROVEMENT (A) Approximately 600 prospective students visited the Darden Graduate School of Business Administration throughout the 2011–12 academic year for various reasons. Primarily, the prospective students wanted to understand the Darden experience firsthand. As one visitor said, “I came to Charlottesville from Atlanta to discover what differentiates Darden from other top business schools and to get a feel for the very strong community here.” Other prospective students viewed the campus visit as a way to show the Admissions Office—which selects applicants to be members of the incoming class—their interest in the Darden School. It was also a chance for prospective students to evaluate issues that concerned them (e.g., Darden's reputation for intensity and academic rigor). Karen Kingston, associate director for the Office of Admissions, envisioned the campus visit as an opportunity for prospective students to “see the case method in action,” and to “witness firsthand the strength of the Darden community.” In her leadership position, she worked to entice college graduates with solid academic records to apply to the Darden School, and she saw these student visits as a tremendous opportunity to showcase what the Darden School offered. Additionally, it gave the Admissions Office a chance to get know an applicant prior to evaluating his or her application. Kingston hoped that, while establishing a connection with the Darden School, these prospective students would “own” the visit by making the most of the opportunities offered to them while they were on grounds. . . .