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"Texas: Not Your Typical MBA" is not your typical business school promotional video.

"Other MBA programs hire expensive PR firms and agencies to produce industrial videos to attract new students," said Sam Turcotte, producer-director of the film and a second-year University of Texas/Austin MBA student.

"Our film, by contrast, is targeted at corporate executives [to encourage them to recruit from the school] and is entirely student-produced and -developed."

The 5-minute videotape is the product of two years of in-depth research, including interviews and focus groups with corporate executives and recruiters, as well as business school administrators, students and faculty. The entire project cost less than $20,000.

Mr. Turcotte and Blair Rhodes, associate producer, said the aim is to give Texas name recognition and to differentiate it from other well-known schools.

"We wanted to do something more `Hollywood' .. We didn't want a `talking heads' film, with charts. We wanted to convey a more down to earth, casual feeling," Mr. Turcotte said.

The videotape intersperses the story line with interviews of students in the program and corporate executives who have hired Texas MBAs.

A direct marketing campaign, aimed at corporations that haven't recruited at the school in the past, kicked off this month.

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