A lot of good information about each campus given here. It sounds like you have two main issues to think about. First, the B school and major. Then there is the campus. Some similarities but different student cultures. Definitely no Greek influence on the rest of the students at UW. Madison is a medium sized city but you would be spending your time on/around a very vibrant campus. Do not plan on making trips out of town from either campus- time/distance not practical. Indianapolis is not an exciting town, btw- and the UW campus area is the best part of Madison for students. You may want to consider demographics- consider that more students will be from the state than not. UW has the Wisconsin- Minnesota (mainly Twin Cities) demographic while IU will have those from IN. Subtle ethnic differences (I am from WI, educated there and spent a few years in Indy plus visits to H’s relatives in south IN). Plus the mentioned OOS/region students which add to the school flavor.