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What is Sub-Brand

Chapter 8
Technology Leadership for Innovation in Higher Education
A subsidiary brand that provides market differentiation to a designated target audience.
Published in Chapter:
Scaling Online Education at a Small, Private University
Michael S. Hoffman (St. Bonaventure University, USA) and Shelley Jack (St. Bonaventure University, USA)
Copyright: © 2019 |Pages: 21
DOI: 10.4018/978-1-5225-7769-0.ch008
Abstract
The online education landscape is dominated in higher education by large for-profit institutions and large public universities, but how can a small, private university develop online programs and scale them in such a way as to offer students an excellent learning experience, provide exemplary student support services, and do so with limited resources? This chapter discusses the challenges faced, and solutions deployed, by one such institution as it implemented and grew its portfolio of fully online programs.
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