Choosing a Value Discipline for Marketing Online Education

Review of Business Research, Vol. 7, No. 3, May 2007

7 Pages Posted: 8 Apr 2011

See all articles by Mawdudur Rahman

Mawdudur Rahman

Suffolk University - Sawyer School of Management

Gail Sergenian

Suffolk Univeristy, Boston, MA

Date Written: 2007

Abstract

This paper addresses the strategy alignment of online programs. In response to learner demand and research indicating the effectiveness and flexibility of online education, recent years have seen a proliferation of these offerings at academic institutions. Not all of these programs will survive the competition. We propose that, in order to succeed, institutions will need to distinguish their online programs along one of three value disciplines: customer intimacy, operational excellence, or product leadership.

Keywords: Online Education, Value Disciplines, Marketing Online Programs

Suggested Citation

Rahman, Mawdudur and Sergenian, Gail, Choosing a Value Discipline for Marketing Online Education (2007). Review of Business Research, Vol. 7, No. 3, May 2007. Available at SSRN: https://ssrn.com/abstract=1804279

Mawdudur Rahman (Contact Author)

Suffolk University - Sawyer School of Management ( email )

Boston, MA 02108
United States
617-573-8372 (Phone)

Gail Sergenian

Suffolk Univeristy, Boston, MA ( email )

Boston, MA 02108
United States

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