Strategic Use of Data for Student Enrolment Management: A Case Study

Abstract: Often performance and other organizational data in the form of reports, models and dashboards remain in the executive silo, however empowering all of the employees in an organization with some or all of this data can result in significant competitive advantage for the organization. In this work we look at an online MBA program that employed such a data empowerment strategy for the decade from 2003 to 2012. We show how it outperformed its peers by tripling the student enrollments during this period. We describe in some detail the organizational structure and information systems that the team managing this online MBA program employed. We also take a look at the size and growth of the MBA market in the U.S. for the decade under review, as well as, the economics of the online MBA market.

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Authors: Charles Mutigwe