Harvard Case - Becoming an Executive Education Faculty Leader of Choice
"Becoming an Executive Education Faculty Leader of Choice" Harvard business case study is written by Mark E. Haskins. It deals with the challenges in the field of General Management. The case study is 2 page(s) long and it was first published on : Dec 7, 2020
At Fern Fort University, we recommend a multi-pronged strategy to transform its Executive Education program into a leading choice for professionals seeking to advance their careers. This strategy focuses on enhancing faculty leadership, building a strong brand, and leveraging technology to deliver a superior learning experience.
2. Background
Fern Fort University faces increasing competition in the Executive Education market, driven by the rising demand for upskilling and reskilling in a rapidly changing business landscape. The case highlights the university's challenges in attracting top-tier faculty, maintaining program relevance, and adapting to evolving learning preferences. The key protagonist is the Executive Director, tasked with leading this transformation.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong reputation in traditional academic programs.
- Experienced faculty with industry expertise.
- Access to university resources and infrastructure.
- Commitment to quality and innovation.
Weaknesses:
- Limited faculty capacity for Executive Education.
- Lack of a clear brand identity and marketing strategy.
- Insufficient use of technology for program delivery.
- Limited focus on emerging trends and industry needs.
Opportunities:
- Growing demand for executive education programs.
- Emerging technologies like AI and online learning platforms.
- Potential for partnerships with industry leaders.
- Focus on niche areas like sustainability and digital transformation.
Threats:
- Increasing competition from specialized institutions and online platforms.
- Economic downturns impacting corporate training budgets.
- Rapidly evolving industry trends requiring constant program updates.
- Difficulty attracting and retaining top-tier faculty.
Porter's Five Forces:
- Threat of New Entrants: High - due to the ease of entry for online platforms and specialized institutions.
- Bargaining Power of Buyers: High - due to the competitive landscape and increasing demand for customized programs.
- Threat of Substitutes: High - due to the availability of alternative learning resources like online courses and industry conferences.
- Bargaining Power of Suppliers: Moderate - as faculty expertise is crucial, but universities have some leverage in setting compensation and program design.
- Rivalry Among Existing Competitors: High - due to the increasing number of players in the market and the need to differentiate offerings.
Key Issues:
- Faculty Leadership: Attracting and retaining top-tier faculty with industry experience and strong teaching skills.
- Brand Positioning: Establishing a clear brand identity and marketing strategy to differentiate Fern Fort University in the competitive landscape.
- Program Relevance: Ensuring program content remains relevant to current industry trends and future skills needs.
- Technology Integration: Leveraging technology to enhance the learning experience and expand program reach.
4. Recommendations
1. Enhance Faculty Leadership:
- Develop a Faculty Recruitment and Retention Strategy: Implement a comprehensive strategy to attract and retain top-tier faculty. This should include competitive compensation packages, professional development opportunities, and a clear career path for faculty leaders.
- Create a Faculty Leadership Council: Establish a council of experienced faculty members to provide strategic guidance and support for Executive Education initiatives. This council will play a key role in program development, curriculum design, and faculty recruitment.
- Invest in Faculty Development: Provide ongoing training and development opportunities for faculty to stay current with industry trends, teaching methodologies, and technology advancements.
2. Build a Strong Brand:
- Define a Clear Brand Identity: Develop a compelling brand narrative that highlights Fern Fort University's unique strengths and value proposition. This should focus on the university's commitment to quality, innovation, and industry relevance.
- Implement a Targeted Marketing Strategy: Develop a comprehensive marketing plan targeting specific industries and segments of professionals. This should include online advertising, social media campaigns, and partnerships with industry associations.
- Showcase Success Stories: Highlight the achievements of Executive Education alumni through case studies, testimonials, and industry recognition.
3. Leverage Technology for Learning:
- Invest in a Learning Management System (LMS): Implement a robust LMS platform to deliver high-quality online learning experiences. This should include interactive modules, virtual classrooms, and personalized learning paths.
- Develop Hybrid Learning Programs: Offer a blend of online and in-person learning experiences to cater to the diverse needs of professionals. This will allow for greater flexibility and accessibility.
- Integrate AI and Analytics: Utilize AI-powered tools for personalized learning recommendations, automated grading, and data-driven insights to improve program effectiveness.
4. Partner with Industry Leaders:
- Establish Strategic Alliances: Collaborate with industry leaders to develop joint programs, provide guest lectures, and offer industry-specific certifications.
- Host Industry Forums: Organize events and conferences to bring together industry experts, faculty, and professionals for knowledge sharing and networking.
- Conduct Research and Consulting: Engage in research projects and consulting assignments to gain valuable insights into industry trends and inform program development.
5. Basis of Recommendations
These recommendations align with Fern Fort University's core competencies in academic excellence and industry relevance. They address the needs of external customers seeking high-quality executive education programs and internal clients, including faculty, staff, and administrators. By focusing on branding, technology, and industry partnerships, the recommendations aim to differentiate Fern Fort University from its competitors and establish it as a leader in the Executive Education market.
The recommendations are also attractive from a quantitative perspective, as they are expected to drive increased enrollment, revenue, and brand recognition. The investments in technology and faculty development will be offset by the potential for higher tuition fees and increased program demand.
6. Conclusion
By implementing these recommendations, Fern Fort University can transform its Executive Education program into a leading choice for professionals seeking to advance their careers. The focus on faculty leadership, brand building, and technology integration will create a compelling learning experience that meets the evolving needs of the modern workforce.
7. Discussion
Alternative options include focusing solely on traditional academic programs or outsourcing Executive Education to a specialized provider. However, these options would limit the university's ability to control program quality, brand identity, and faculty expertise.
Key assumptions include the continued growth of the Executive Education market, the willingness of professionals to invest in their development, and the ability of Fern Fort University to attract and retain top-tier faculty.
8. Next Steps
The following timeline outlines key milestones for implementing the recommendations:
Year 1:
- Develop a comprehensive faculty recruitment and retention strategy.
- Establish a Faculty Leadership Council.
- Conduct a brand audit and develop a clear brand identity.
- Implement a targeted marketing strategy.
- Invest in a Learning Management System (LMS).
- Develop a pilot hybrid learning program.
Year 2:
- Launch a new Executive Education website and marketing campaign.
- Expand the range of hybrid learning programs.
- Establish strategic partnerships with industry leaders.
- Host industry forums and conferences.
- Conduct research projects and consulting assignments.
Year 3:
- Implement AI-powered learning tools and analytics.
- Expand the reach of Executive Education programs globally.
- Develop a comprehensive performance evaluation system for faculty and programs.
- Continuously monitor and adapt the strategy based on market trends and feedback.
By taking these steps, Fern Fort University can position itself as a leading provider of Executive Education and ensure its continued success in the evolving landscape of higher education.
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Case Description
This case provides an opportunity for students to consider and discuss the multifaceted responsibilities of an executive education (EE) custom program faculty leader. The case suggests that such a faculty leader has responsibilities and tasks paralleling many of the protagonists involved in building a custom home (i.e., builder/general contractor, designer/architect, site supervisor, county inspector, and key operations client liaison). As a starting point, students can identify what is involved in each of these familiar roles for building a custom home and then extrapolate those into the custom EE program setting for a faculty leader.
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