Vertical Market Strategy: The Case of an Executive Education Startup in a Medium-Sized Business School

Rogers, Shawna L.; Duening, Thomas N.
January 2013
Journal of Executive Education;2013, Vol. 12 Issue 1, p53
Academic Journal
This paper provides an account of a vertical market go-to-market strategy that has been used by an executive education startup in the College of Business at the University of Colorado, Colorado Springs. The executive education startup is titled the "Office of Professional & Executive Development" and has been in operation for approximately 18 months. The office was launched explicitly using a vertical market strategy. That is, public training programs were designed for vertical markets only, enabling instructors to design programs with deep, industry-specific examples, cases, and lessons.


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