• Carol Stuckey
• Robyn Champion
• Carrie Fletcher
• Rena Fonseca
• Susan Hackley
• Meagan Hall
• Stephen Hyde
• Debra Isles
• Mary Lou Townsend
While Harvard University has the unique benefit of eight separate professional Schools that each offer innovative executive education programming, there is no current administrative mechanism that leverages the combined advantages of all Schools’ expertise through a program, offering, or series that is truly cross-University. This project will explore this market opportunity and will test learner and faculty receptiveness to a bundled option comprised of existing open-enrollment programs. This option for cross-registration will offer learners an opportunity to achieve a University-level certificate or credential reflecting multiple professional perspectives. Through this pilot, the leadership of executive education across our Schools will take the first step toward a more streamlined process for collaboration.
Phase I of this project seeks to achieve the following goals:
• Assess options for and decide on the subject area(s) in which to offer the credential (e.g., “Sustainability”);
• Size the market opportunity and determine how to reach the target markets;
• Develop learning objectives and outcomes for the combined program series and credential;
• Define and obtain requisite approvals for the credential to be offered (e.g., certificate, badge, other);
• Gather faculty input and other appropriate academic and administrative considerations;
• Develop and execute a preliminary marketing plan, including the creation of a website to facilitate cross-registration.
The major measure of this project’s success will be identification and development of new markets this collaboration might enable us to reach, and the particular projects and impact that stem from it. Other objective measures of our success will include:
• Increased level of cross-School participation in the new cross-registration series/credential;
• Expanded sharing of best practices and professional growth of individual School staff;
• Creation and launch of a cross-School website featuring new credential and participating programs;
• Increased traffic to and social media activity related to this bundled offering as a result of preliminary marketing efforts;
• Commencement of registrations in the bundled programs;
• Increased individual School program enrollments and website traffic as a result of this initiative; and
• Recognition of participant acquisition cost savings derived from this new marketing channel.
This project represents the first step toward the “One Harvard” goal of creating an administrative infrastructure for design, development, and delivery of cross-disciplinary executive education opportunities. The potential value, both programmatic and financial, of this effort is significant. Through the competitive advantages derived from addressing a new unique market need together, the long-term return on this project investment will benefit each participating School, small and large. Moreover, this effort will have returns of equal value in several non-financial respects, including: faculty development, collaboration among faculty, external relationship building and, perhaps most importantly, the creation of superior learner experiences through Harvard University.