Publications
Publications
- August 2020 (Revised January 2021)
- HBS Case Collection
Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
Abstract
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to almost $60 million in revenue and there were concerns about its potential overlap with other HBS programs such as executive education and Harvard Business Publishing. Growth of HBS Online also raised questions about potential brand dilution of HBS.
Keywords
Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston
Citation
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised January 2021.)