Proofed | Editors | Emeritus | University of Texas, McCombs School of Executive Education (UTEE) | Marketing Style Guide

This is the guide for UTEE marketing content.

For e-learning content, please refer to Proofed | Editors | Emeritus | University of Texas McCombs School Executive Education (UTEE) Style Guide | UTEE-CEN.SEPO

• Use US English
• Follow CMoS style guidelines as default for anything not covered here
• Program titles, module titles, and module topics should be written in title case.
• Use Merriam–Webster for spelling guidance
• decision making (noun) / decision-making (adjective)
• startup
• United States (noun in running text) / US (adjective)
• In mailer (email) subject lines: no italics, and use numerals for all numbers.

school name

• The formal name of the school is The McCombs School of Business, or, if the association with the university is not clear from the surrounding context, The McCombs School of Business at the University of Texas at Austin.
• Note: In running text, it's The McCombs School of Business but the University of Texas at Austin.
• First Mention
• The formal name in full should be used as the first or dominant mention of the school in a document, page, or website.
• Secondary Mentions
• After the formal name has been used, it is permissible to identify the school in secondary mentions as:
• The McCombs School
• McCombs
• Texas McCombs (see explanation that follows)
• Additional Acceptable Usages
• Texas Executive Education at The McCombs School of Business
• Texas Executive Education (after it’s introduced the first time as above)
• The University of Texas at Austin (UT Austin)
• UT Austin (after it’s introduced the first time as above)
• The University of Texas at Austin, The McCombs School of Business

When to use Texas McCombs

• Texas McCombs is an acceptable shorthand way of referring to the school — primarily in informal communication and marketing materials. Texas McCombs offers an effective way to tap the power of the internationally recognized Texas brand while at the same time building up the brand of the McCombs School.
• The use of Texas McCombs is encouraged wherever it makes sense, both in written and oral communications. It is particularly well suited for external use, where the McCombs brand is not as well known as the Texas brand

PuNCTUATION

• For singular nouns ending in s, to make them possessive, just add an apostrophe (e.g. Emeritus')
• Use spaced em dashes. Exceptions: No spaces should be used around the em dash in brochures or month in the life (MITL) documents.

sepo notes

• Do not use an en dash for complex range hyphenation in running text
• Correct: 9- to 12-month
• Incorrect: 9–12-month
• Hyphenation:
• noun – "decision making"
• verb – "decision-making"
• Bullet lists: no periods
• Subheaders: sentence case
• Don't capitalize "success coach" unless preceding a person's name
• Don't make changes to module titles
• Standard usage for introducing criteria: inclusions/exclusions, not included/excluded
• No colon to introduce "call to action" (i.e., clickable) buttons