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  • August 2020 (Revised January 2021)
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Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal
  • Format:Print
  • | Language:English
  • | Pages:18
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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.)
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About The Authors

Sunil Gupta

Marketing
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Rajiv Lal

Marketing
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Related Work

    • August 2020 (Revised January 2021)
    • Faculty Research

    Case Exhibits for Digital Marketing at HBS Online

    By: Sunil Gupta and Rajiv Lal
    • February 2021
    • Faculty Research

    Digital Marketing at HBS Online Teaching Note

    By: Sunil Gupta and Rajiv Lal
    • August 2020 (Revised January 2021)
    • Faculty Research

    Digital Marketing at HBS Online

    By: Sunil Gupta and Rajiv Lal
Related Work
  • Case Exhibits for Digital Marketing at HBS Online By: Sunil Gupta and Rajiv Lal
  • Digital Marketing at HBS Online Teaching Note By: Sunil Gupta and Rajiv Lal
  • Digital Marketing at HBS Online By: Sunil Gupta and Rajiv Lal
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