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Client:
UNext.com
UNext.com provides online business education for working professionals
through a consortium of leading business schools (Columbia, London
School of Economics, Stanford, University of Chicago, and Carnegie
Mellon).
Client Challenge:
To be competitive with traditional institutions,
UNext.com's marketing materials needed to effectively communicate
the scope of course offerings and the benefits of its online education
programs.
The Westport
Company Response:
We conducted multiple focus group studies with UNext.com's Chief
Learning Officers, senior Human Resources managers, and prospective
students.
As a result, UNext.com was able to assess key points of appeal for
the overall concept and develop marketing and communication materials
that effectively describe the benefits of its online education offerings.
Methodologies
Used:
diagnostic focus groups
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