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This was a pro bono project for one of the world's top business schools. The client's Executive Education program activity had declined in volume, although its overall revenues had grown. The project mandate was to (1) assess the role and scope of the client's Executive Education programs in the context of customers' current and future needs, (2) identify and prioritise gaps, and (3) identify action plans to address the gaps. The project covered the global Executive Education market, though our focus was mainly on the Asia Pacific region.
We interviewed several key industry players, both multinational and local, in Malaysia, Singapore, Thailand, Hong Kong and China. During these interviews, we attempted to understand not only these customers' Executive Education requirements but also their budgeting and purchasing processes, as well as criteria they used to select a business school. We also interviewed several business schools in the region to get their perspectives on future market trends and to understand their marketing organisations and processes.
The recommendations helped the client to redesign its programs to meet its customers' emerging needs, and to develop an appropriately targeted marketing campaign to increase its share of the Executive Education market.
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