An MBA is not what it used to be. That is because business schools know a thing or two about marketing and have adjusted their offerings to meet changes in demand. Change is necessary. But it is still sad.

A few months ago Columbia Business School announced big changes to its “core” – the group of classes that everyone has to take if they want a Columbia MBA. The school revises its curriculum every three years, and the net result over the years has been a steady diminution in compulsory content, in favour of allowing students to make their own choices.

It has also recently overhauled its brand, with a glossy video and a new slogan: “At the centre of business”. After the financial crisis, in an environment where all schools have to work harder to show their relevance, associate dean for marketing Iris Henries says Columbia is “retelling its story” and demonstrating the advantages that come from its peerless access and its Manhattan location.