Your statement of purpose is essentially your opportunity to market yourself and it should clearly address why you are doing an MBA, what distinguishes you as a great candidate and why you would be an asset to the school. Make sure you’ve done your homework here on the kind of people the school is after.
Also, make sure to cram in a few polished, snappy examples from your education, career and personal life to really sell yourself.
Quick personal background
Quick explanation of why you are looking to do an MBA
What’s so great about XYZ business school? Why does this school in particular appeal to you, given your personality and background
Your experience to date and educational background
Flesh out what you’re trying to achieve career wise and why business school, in particular this business school, is the ideal solution
Languages and international experience
Maybe use this as an opportunity to address any weaknesses in your application with a positive spin
Personal achievements - try and make these relevant to where you want to be, but also hint at why these attributes would allow you to give back to the school
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