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Ideas for growing executive education revenue: codification and catalyst

Mark E. Haskins (Darden Graduate School of Business, University of Virginia, Charlottesville, Virginia, USA)
Lou Centini (LJ Centini & Associates, LLC., Earlysville, Virginia, USA) (Darden Graduate School of Business, University of Virginia, Charlottesville, Virginia, USA)
George R. Shaffer (The Darden Graduate School of Business, University of Virginia, Charlottesville, Virginia, USA)

Journal of Management Development

ISSN: 0262-1711

Article publication date: 8 May 2017

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Abstract

Purpose

The purpose of this paper is to codify a comprehensive array of executive education (EE) revenue growth ideas that are implementable in their own right or that spark other, related growth ideas.

Design/methodology/approach

The EE revenue growth ideas presented are an outgrowth of: a collective and personal “reflections from practice” process that embraced nearly a century of combined years in the talent management and EE sales, design, and delivery arena; and a focused “ideation” process sparked by the contemporary business literature devoted to profitable growth models.

Findings

In total, a robust list and description of 90 EE revenue growth ideas are succinctly chronicled.

Research limitations/implications

The 90 ideas presented here, although rooted in nearly a century of the authors’ combined EE experience, are nonetheless limited by their experience. The array of ideas, and variants of those presented, are constrained only by the unique experience and creativity of other conscientious EE program designers and stewards. The inventory of 90 ideas is a robust start that can be extended, modified, and used as a catalyst for ongoing EE revenue growth discussions and research.

Practical implications

The growth ideas presented are immediately actionable and potentially galvanizing for EE providers. In addition, EE clients whose interest is piqued by any of the ideas, can approach their own providers to initiate a tailored talent development process rooted in one or more of the ideas. Of note, the extensive list has been crafted to have a long shelf life and thus this paper can effectively serve as a reference for ongoing use.

Originality/value

The authors are not aware of any prior articles presenting such a myriad of ideas for EE providers (and clients) to potentially renew and expand their portfolio of activities with the aim of revenue growth. Moreover, the paper is both an inventory of ready ideas as well as an array of catalysts for specific providers (and clients) to pursue their own related, or parallel, ideas.

Keywords

Citation

Haskins, M.E., Centini, L. and Shaffer, G.R. (2017), "Ideas for growing executive education revenue: codification and catalyst", Journal of Management Development, Vol. 36 No. 4, pp. 581-597. https://doi.org/10.1108/JMD-02-2015-0024

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited