Marketing the corporate university or enterprise academy

Abstract

This article considers solutions to the one of the areas of greatest weakness in corporate university management, that of the marketing of its purpose and benefits. It draws upon a stakeholder framework to define the different relational perspectives which have to be managed for success in establishing the corporate university brand as having the capability to deliver career potential and also add another level of value to the enterprise at all levels.

Citation

Eccles, G. (2004), "Marketing the corporate university or enterprise academy", Journal of Workplace Learning, Vol. 16 No. 7, pp. 410-418. https://doi.org/10.1108/13665620410558305