The Positioning of Business Schools Through Internet Based Management Education

The Internet can be used as an instrument to serve the market for management education. Depending on the educational demands of customers, the usage of the Internet varies. In the segment of continuing education programs it serves to provide complete degree programs—such as an MBA— which are combined with residential modules. A higher degree of Internet usage can be found in the segment of short education modules, which provide the highest degree of special and temporal flexibility and are geared towards fulltime working managers. Three possible business models for offering Internet-based programs are presented: in the “integrated model“ content specialists deliver all the value-creating functions, in the “packaging model“ technology specialists source educational content from external suppliers which they then package and distribute, in the “broker model“ educational portals on the Internet source turn-key educational products from a number of external suppliers and distribute and market these products to end customers.