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Higher Education at the Crossroads of Disruption: the University of the 21st Century - Andreas Kaplan

Higher Education at the Crossroads of Disruption: the University of the 21st Century - Andreas Kaplan | Redesigning the Business School | Digital transformation, Academia, Community Building, Future, Teaching, Learning, Research

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Higher Education at the Crossroads of Disruption: the University of the 21st Century - Andreas Kaplan

  1. 1. Redesigning the Business School of the 21st Century Andreas Kaplan
  2. 2. Current Challenges Require a Redesign of the Business School 2 • Digital ‘proximity’ of geographically distant competitors • New entrants from EdTech sector and Big Tech • Employers’ gradual acceptance of new certification types ▲ Competition • High fixed cost for (digital) infrastructures and support • Rising requirements from accreditors and rankings • Possible shift from star researchers to celebrity teachers ▲ Cost • Reduction in (public) funding • Higher awareness for return-on-investment (ROI) of education • (Potential) decrease in willingness-to-pay (WTP) ▼ Revenues
  3. 3. Redesign via “Form Follows Function” to Build Strong Community 3 Form Community Function Digital Must Make Sense and Serve Quality Optimization From One-Time Degree to Lifelong Learning Community Building as Entry Barrier to Competition & Disruption 6 0 6 0 =
  4. 4. Form: Digital Must Make Sense and Serve Quality Optimization 4 ►► ►► A business school is about quality optimization, not profit! • Improved learning & teaching via adaptive learning and analytics (AI & Big Data) • Enhanced access to multidisciplinary content and world-class speakers • Innovative program formats and course structures • Augmented community building and networking offline vs. online Two options to increase quality through online teaching and learning Examples (Perceived) Quality Cost Before After Offline Teaching Career Service Total 30 50 20 50 10 60 80 110 30 (Perceived) Quality Cost Online Teaching Career Service Total 30 50 20 40 70 60 120 60 30 Option 1: Online to increase quality Option 2: Online to reallocate budgets
  5. 5. Function: From One-Time Degree to Lifelong Learning 5 Focus on early-life degrees incompatible with fast-changing job requirements Lifelong Learning Business models Course content & Skills development • Autonomous and Adaptable • Multi-skilled and Multi-disciplined • Societal and Sustainable • Subscription models (cf. MiM / Grande Ecole) • Career Service (in-house vs. outsourced) • Lifelong learning partnerships
  6. 6. Community Building as Entry Barrier to Competition & Disruption 6 Customer Retention vs. Customer Acquisition Stakeholders as Brand Advocates, Advisors, Donators Attachment to People, Buildings, and Experiences Attachment to Strong Brand and Clear Positioning Students Staff Professors Alumni Partners Staff Customer Lifetime Value (CLV) = Contribution Margin x - Customer Lifetime Acquisition Cost
  7. 7. Redesigning the Business School of the 21st century Andreas Kaplan

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