Case | HBS Case Collection | February 2010 (Revised March 2012)

Harvard Business School Executive Education: Balancing Online and Offline Marketing

by John A. Deighton and Leora Kornfeld

Abstract

How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market culture.

Keywords: Transition; Marketing Strategy; Budgets and Budgeting; Technology Adoption; Online Advertising; Resource Allocation; Information Technology Industry;

Citation:

Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Case 510-091, February 2010. (Revised March 2012.)