Cappella University Case Study Essay

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Building Capella Brand Ishimwe Fabrice Muhire MGMT 499 EXECUTIVE SUMMARY Capella University has been one of the leading accredited online universities in the United States. Capella school is based in Minneapolis, Minnesota and is owned by publicly traded Capella Education Company. As of December 31, 2011, Capella University has offered over 1,450 online courses and 43 academic programs with 140 specializations to over 37,000 learners (Annual Report). This report will provide an analysis of the present Capella management business strategies and an assessment of key elements Capella is currently engaged in. Capella was founded in 1991 with the purpose of providing access to high-quality education for working adult professionals. Capella offers a variety of doctoral, master’s and bachelor’s programs in the following markets: public service leadership, behavioral health and human services, business management and technology, and education (Annual Report). 76% of Capella’s learners are enrolled in a master’s or doctoral degree program. With the analysis of Capella brand, this report will get into details on how Capella University plans to continue building its brand. Their brand strategy is to reach to potential learners earlier in their decision cycle. This strategy will focus on marketing on television, print advertising, and social media. This report analysis will explain how the online education industry is competitive, how competitive advantage is gained over other competitors. I will explain what steps Capella has taken to stay competitive and attractive to learners. A SWOT analysis will list strengths, weaknesses, opportunities, and threats of Capella University. Lastly, I will state my recommendations to Capella University CEO, Kevin Gilligan. 1. What are the chief elements of the strategy that Capella is pursuing? What is their generic

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