More Records
The 2008 Executive MBA Council Conference in Chicago, Illinois, broke records and featured many highlights

The Executive MBA Council Conference that took place Oct. 26-29, 2008, attracted a record number of 420 registrants. Participants attended conference workshops, concurrent sessions, meetings, and networking events. A brief recap of conference highlights follows:

PLENARY SPEAKERS
Plenary speakers included Thornton May, futurist, executive director and dean of the IT Leadership Academy; Ted Snyder, dean, University of Chicago Booth School of Business; and Tim Westerbeck, managing director and principal, Lipman Hearne.

BUD FACKLER
George Bobinski, associate dean, Binghamton University School of Management, received the Bud Fackler Service Award from the council.

2008 RESEARCH RESULTS
A record 123 Executive MBA Programs participated in the 2008 Student Exit Benchmarking Survey, and 307 member programs completed the 2008 Membership Program Survey. The conference included a presentation on results.

2008 CHARITY
Conference participants donated more than $5,000 to the non-profit organization, Schools on Wheels, which brings education to low-income populations in Chicago neighborhoods. Corporate member Campus Text donated a significant lead gift.

PRESENTATIONS
The 2009 conference featured 15 concurrent sessions. To view PowerPoint presentations from the majority of concurrent sessions, visit Conference Resources.

SPECIAL THANKS
The 2009 Executive MBA Council Conference Planning Committee lent their time and talents to make the Chicago conference a great experience for participants. A record level of support from sponsoring schools and corporate members also contributed to the success of the conference. The council thanks all those involved.

Planning Committee
Patty Keegan
University of Chicago
Co-Chair

Brad Vierig
University of Utah
Co-Chair

David Ardis
University of Michigan

Jeff Bieganek
University of Minnesota

Donna Blackburn
University of Alabama

Ann Carrel
Northern Illinois University

Chris DeTrempe
University of Notre Dame

Bill Lindsey
Loyola Marymount University

Lucy Maillette
Michigan State University

Andrew Roberts
Euromed Marseille

Ajay Vinze
Arizona State University

Council Representatives
Michael Desiderio
Darlene Gorrill
Karen Mc Lintock

Event Planners/eventAcuity
Linda Thompson

Sponsoring Schools
Gala Sponsors
Northwestern University
University of Chicago
University of Notre Dame

Platinum Sponsors
Graduate Management Admission Council
Jesuit Colleges and Universities

Williams College of Business, Xavier University
Marquette University, Graduate School of Business
Erivan K. Haub School of Business, Saint Joseph’s University
Fordham University Graduate School of Business Administration
Loyola Marymount University
Leavey School of Business, Santa Clara University
Albers School of Business and Economics, Seattle University
Loyola University Chicago
The Sellinger School of Business, Loyola College in Maryland

University of Chicago
The Wharton School, University of Pennsylvania

Gold Sponsors
Columbia University
Emory University
New York University
Rice University
University of Illinois
University of Michigan
University of Minnesota
University of North Carolina at Chapel Hill
University of Southern California
University of Utah
University of Virginia

Silver Sponsors
Bradley University
Michigan State University
Southern Methodist University
University of Washington

In-Kind Sponsors
Dan Dry Photography
Northern Illinois University
University of Washington

Corporate Sponsors
Accent Travel Group
AIH Destination Management
The Austral Group
Campus Text, Inc.
CareerBeam, LLC
Financial Times
Global Tracks
Harvard Business School Publishing
Intelliworks, Inc.
International Study Programs
Ivy Software
Lore International Institute
Meridian Resources, Inc.
SS&C Technologies Zoologic Learning Solutions
The Washington Campus
XanEdu Custom Publishing

SAN DIEGO
Mark your calendar now for the next Executive MBA Council Conference, set for Oct. 18-21, 2009, in San Diego, Calif., and for information and updates, visit the web site at www.emba.org/conference.htm.

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Plenary Session Highlights
Speakers explore technology and the Executive MBA brand

Three plenary speakers explored the topics of technology, the Executive MBA brand now and in the future, and best practices for marketing Executive MBA Programs.

Thornton May, futurist, executive director and dean of the IT Leadership Academy, looked at the value and increasing impact of information technology (IT) on business.

“IT enables value creation,” says May. That value translates into business opportunities, but in a rapidly changing world of technology, recognizing those opportunities is not easy. “No technology is strategic forever.”

Executive MBA Programs already are incorporating technology in different ways, including online case discussions, online forums, and podcasts, among other applications. But Executive MBA Programs can help students understand the changes in technology and improve their ability to marshal technological change for improved business results, says May.

Integrating information systems and technology management into the classroom – whether through information technology courses or other courses that feature a technology focus – is important. “This is the age of big information,” he says. “There is a new blog every second every day. Our Executive MBA students are leaders in the age of big information.”

The Executive MBA industry has enjoyed much success, and its brand is on track to remain strong, says Ted Snyder, dean of the University of Chicago Booth School of Business.

“What industry in the world has had the kind of growth that we have had? This has been a very good industry to be in, and there will be very good things going forward.”

Forces at play in business continue to reinforce the importance of the knowledge that the degree offers.

“Complexity and interdependence are underlying drivers, and they especially drive the Executive MBA,” says Snyder. “Globalization is far from running its course…If programs are not global, they still want to be connected globally.”

Fragmentation of the industry can pose challenges, and maintaining the integrity of the brand is key. “Reputation and quality win out,” he says.

Those are also keys to remaining competitive in challenging economic times. “I do believe that this is going to be a tough period,” he says, but sacrificing quality for revenue isn’t a route that the Booth School has or will want to take.

“We have to make the point that the Executive MBA degree will make you stronger in your job.”

Competition is getting fiercer for Executive MBA Programs, says Tim Westerbeck, managing director and principal, Lipman Hearne.

“The Executive MBA degree is a popular product, and a lot of people are vying for top Executive MBA students in the marketplace,” he says.

Globalization, technology, and declining sponsorship are all impacting the industry and influencing the Executive MBA degree. Trends point to the dominance of global or local Executive MBA Programs, says Westerbeck, and bode less well for national programs.

The school or institution really drives its brand, and the culture and experience help differentiate brands, he says. Brand-based marketing helps strengthen the products of the school.

The core of the brand is really the actual experience, and faculty, staff, and students all share a role in brand stewardship.  “The brand promise is sacred,” he says. “It gets broken, and you are in trouble.”

Westerbeck also shared some best practices, which included the following:

• Market analyses and research must drive product development
  
  
• Objective analysis of competition and product advantage is essential
  
  
• Specific audience research drives product positioning, brand messages and channels, and tactical selection
  
  
• Differentiation at the emotional and brand personality level is the objective
  
  
• Online marketing and information sessions remain fundamental
  
  
• Media relations is less costly, but garners mixed results depending on a variety of factors

In the future, branding will become more critical and more challenging, he says. “Technology will be a greater force in program execution and marketing.”

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Much Value
2008 Executive MBA Council research studies show growth, an increase in applications, and other key findings

The number of Executive MBA Programs continues to grow, but at a slower rate, according to the findings of the 2008 Executive MBA Council Membership Program Survey.

From 1980 to 1989, 16 percent of all programs started; from 1990 to 1999, 37 percent of all programs started, and in this decade to date, 31 percent of all programs began. Fewer programs also are seeking to expand, 37 percent this year, compared to 57 percent in 2007.

Applications rose from 83.4 to 88.7, with enrollment yield declining slightly from 82 percent to 80 percent. Student quality remains high, as work and management experience, GMAT scores, and GPAs remain steady.

Full sponsorship declined from 34 percent in 2007 to 32 percent in 2008, with self-sponsorship declining slightly from 33 percent to 32 percent and partial reimbursement increasing from 33 percent to 36 percent.

According to results from the 2007-08 Student Exit Satisfaction Survey, students remain satisfied with Executive MBA Programs, with 83 percent rating overall program performance extremely well, 72 percent rating the overall value of the program as excellent, and 80 percent rating the overall quality as excellent.

In addition, the results support strong continued return on investment:

• 75 percent say they greatly increased their value to their organization
  
  
• 97 percent say the program met or exceeded their expectations for impact on their career
  
  
• 98 percent say the program met or exceeded their expectations for impact on their organization
  
  
• 67 percent say the program greatly increased their ability to be promoted
  
  
• 39 percent reported expecting a promotion and 43 percent received a promotion
  
  
• Students reported an average payback period of 43 months for them, down from 45 months in 2006-07, and 22 months for their organization, down from 23 in 2006-07
  
  
• They also reported a 23 percent increase in salary from when they entered the program to when they graduated

The council plans to launch a new Corporate Outcomes Assessment Survey in 2009, which would allow programs that participate in the Student Exit Benchmarking Survey to survey direct managers of exiting students. Look for more information in the next EMBA News.

For information on participating in the Student Exit Benchmarking Survey or the Student Entry Benchmarking Survey, visit your school portal.

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Kudos
George Bobinski, associate dean, Binghamton University School of Management, receives the 2008 Bud Fackler Service Award

The Executive MBA Council honored George Bobinski, Ph.D., associate dean of the School of Management at Binghamton University, State University of New York, with the 2008 Bud Fackler Service Award.

The Bud Fackler Service Award recognizes contributions to the Executive MBA Council and to Executive MBA Programs worldwide, including efforts to help other programs, to share best practices, and to raise the quality of Executive MBA Programs. The council named the award after Bud Fackler, the late director of the Executive MBA Program at the University of Chicago and one of the council’s founders.

Bobinski co-chaired the Executive MBA Council research committee from 2001 to 2008. Under Bobinski's leadership, the council made significant strides in its research initiatives, including achieving close to full participation in its survey of member programs, gathering data about the return on investment of the Executive MBA degree for students and their organizations, and offering new survey tools that track student perceptions both when they enter their program and after they complete their program.

"The council's research provides many benefits for our members," says Bobinski. "It allows them to compare programs, become aware of new trends, and understand best practices."

Michael Desiderio, executive director of the Executive MBA Council, says Bobinski's commitment to enhancing the council's research projects has greatly benefited all members. "Our members consistently report that the council's annual research initiatives are one of the top benefits of belonging to the council. George has been instrumental in ensuring we provide members with insightful information about Executive MBA Programs and the industry as a whole."

Bobinski also served as chair of the Executive MBA Council Board of Trustees from 2004 to 2005. During his term, the council planned and executed its first non-North American Executive MBA Council conference, held in Barcelona, Spain.

Bobinski has taught courses in marketing management, advertising, marketing research, and consumer behavior. He has received a number of teaching awards and recognition at both the undergraduate and graduate level. He received his bachelor's degree in management from the University at Buffalo, State University of New York, and his MBA in finance and marketing, and Ph.D. in marketing from Indiana University.

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Leadership Perspectives
The Directors’ Forum explores social capital and corporate relationships

The second offering of the Directors’ Forum filled to capacity, with many on the waiting list.

The half-day event for academic and administrative directors featured Ron Burt, Hobart W. Williams Professor of Sociology and Strategy, University of Chicago; a panel on corporate relations; and a discussion about ways to strengthen and maximize corporate relationships.

Burt explored the competitive advantages of social capital, explaining the nuances of different kinds of social networks.

One type of network features much cohesion – the members of network know one another and share one source of information. The other network relies more on disconnections among members in the network. Essentially one network member may forge a relationship with others who have different subsets of connections.

Members in the first type of network may develop their own shorthand as a group. Members in the other network may be exposed to different perspectives and ideas. The first type tends to drive variation out; the second involves much diversity.

The first type of network facilitates closure and ongoing structure and systems to achieve ends that are important to the bottom line. The other type of network facilitates brokerage, which paves the way for innovation and top-line growth.

For business leaders, networks with variation can offer a significant advantage. Social capital can be taught, Burt says, and Executive MBA Programs can help students marshal their social capital. “It is a powerful force and a valuable one for business leaders.”

After Burt’s presentation, Beverly Stewart, director of Graduate Programs, University of Missouri–Kansas City, Connie Chambers, coordinator of alumni and corporate relations at the University of Alabama, and John Cady, director, Kelly Executive Partners at Indiana University, spoke about their efforts to increase their ties with organizations, which included corporate visits with CEOs, leveraging of existing events and outreach activities, and coordination of efforts based on outcomes. Jose Luis Alvarez, professor, Business Policy, ESADE, facilitated the panel. Participants also worked in small groups to share ideas.

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Branding: Your Thoughts
The results of the council branding survey show support for promoting the value of the degree

More than 77 percent of Executive MBA Council members who participated in the council survey rated initiatives to improve the understanding and perceived value of the Executive MBA as a high or very high priority for the council, with the remaining respondents ranking it at least as a medium priority.

The council launched the branding survey in October to learn more from members about ways that the council can help promote the value of the Executive MBA experience. The council sent the survey to the primary representatives at 208 member schools, and 96 members, or 46 percent, responded.

More than 47 percent of respondents indicated that the Executive MBA offering was not well understood in comparison to other graduate business management offerings in the marketplace, and 44 percent indicated that the perceived value of the Executive MBA offering was much higher or higher than other graduate management offerings.

The majority of respondents – 81 percent – selected an expanded public relations campaign to the business press as the initiative with the highest level of impact. Other options included a strategic marketing campaign funded by members, a Corporate Advisory Board of senior-level executives from industry, and presentations at other conferences.

When asked if they would contribute to a special fund to support branding efforts, respondents offered mixed support. While 62 percent said they would, many public schools indicated it would be difficult to participate.

The council’s board and branding committee will review the survey results and determine next steps.

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Professional Development
Register now for the next Marketing and Admissions Program, scheduled for March 22-25, 2009, at Villa Graziadio Executive Center in Malibu, Calif.

Designed especially for academic and/or administrative directors, associate and/or assistant directors, and others who are responsible for recruiting and marketing of Executive MBA Programs, this intensive, four-day program offers valuable perspectives and knowledge about the nature of the Executive MBA in today’s marketplace.

The council moved the location of the program from Atlanta to the West Coast for this 2009 offering. The program has been running on the East Coast since its inception, but the Villa Graziadio Executive Center in Malibu, Calif., will offer a new environment that supports learning and growing.

During the March 22-25 program, participants will bolster their own professional network while learning best practices and cutting-edge ideas that they can apply on the job to improve the success of their programs. The program covers key content areas such as:

• Positioning and branding
  
  
• A common body of knowledge and professional practices that relate to marketing, admissions, interviewing, and selection of candidates
  
  
• Professionalism, including legal/ethical issues, use of the GMAT, and communication with corporate sponsors
  
  
• Sensitivities that participants face in roles and environments
  
  
• Ways to deal with the myriad of challenges

It also features leading experts, case studies, and interactive exercises. Register before Jan. 21, 2009, and save $100 in registration fees. To register, visit www.emba.org/courses_marketing_admissions.htm.

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NEW: Offering for European Market
Designed especially for programs in the European market, the new Marketing and Admission Program – Europe, is scheduled for April 28-29, 2009, at the University of Chicago Booth School of Business in London

New in 2009, the Executive MBA Council, with support from the Graduate Management Admission Council (GMAC), has developed the Marketing and Admissions Program – Europe, especially for Executive MBA Programs in the European market.

Set for April 28-29, 2009, at the University of Chicago Booth School of Business on its London campus, the Marketing and Admissions Program – Europe focuses on the following key issues for programs in the European market:

• Distinguishing your Executive MBA from other offerings in the market and knowing your competition
  
  
• Understanding how and when to use face-to-face recruiting, print and web-based communications, and advertising
  
  
• Checking your marketing messages to ensure they are clear and on target
  
  
• Using customer management relationship systems to help transform leads into filled seats
  
  
• Developing effective alumni and corporate relations initiatives that support your marketing and admissions
  
  
• Monitoring the cost-effectiveness of your marketing efforts

During the program, you’ll learn from the experiences of other participants, as well as expand your network. The program features mini-cases of Executive MBA scenarios in Europe.

Diane Belevander, associate dean, MBA Programs, at the Rotterdam School of Management, Erasmus University, and Leyland Pitt, professor of marketing, Segal Graduate School of Business, Simon Fraser University, will lead the program.

For information and registration, visit www.emba.org/courses_marketing_admissions_europe.html.

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Council Leadership 
The council welcomes new members to the 2008-2009 Executive MBA Council Board of Trustees

Five new members were elected to the Executive MBA Council Board of Trustees in October:

• Jeff Bieganek, director of admissions, MBA Programs, University of Minnesota (Branding)
  
  
• Jordi Diaz, director of programs, EADA (Research)
  
  
• Lucy Maillette, executive director – Executive MBA & Weekend MBA Programs, Michigan State University (Professional Development)
  
  
• Catherine Molony, director, MBA Program for Executives, East, and Director of Admissions, The Wharton School, University of Pennsylvania (Professional Development)
  
  
• Guillermo Selva, associate dean, MBA and Executive MBA Programs (Conference)

In addition, Barbara Singer, senior vice president, client relationship development, Lore International Institute, a Korn/Ferry Company, has joined the board as the new corporate liaison.

This group joins the following returning board members:

• Susan Carver West, assistant dean, University of Alabama (Board Chair)
  
  
• John Fraser, director, Executive MBA Program, University of Iowa (Past Board Chair)
  
  
• Ethan Hanabury, associate dean at the Columbia Business School (Branding)
  
  
• Bill Lindsey, associate dean, Executive MBA, Loyola Marymount University (Conference)
  
  
• Maria-Eugenia Marin, director of international relations at the Instituto de Empresa (IE) Business School in Madrid (Membership)
  
  
• Brad Vierig, assistant dean, executive education, and director of the Executive MBA Program at the University of Utah (Treasurer)

The council thanks the outgoing board members for their service:

• Barry Van Dyck, director of Degree Programs, executive education, University of Notre Dame, and past board chair
  
  
• Beatrix Dart, professor of strategic management, University of Toronto
  
  
• Anne Herbert, director of quality and accreditation, Helsinki School of Economics
  
  
• Lyn Hoffman, associate dean, London Business School
  
  
• Patty Keegan, senior director, Executive MBA Program, University of Chicago
  
  
• Joe Kinczel, director, AIH Destination Management, corporate liaison
  

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Ocean Plans
Mark your calendar for the 2009 Executive MBA Council Conference, set for Oct. 18-21, in San Diego, Calif.

Plan now to attend the 2009 conference, set for Oct. 18-21, at the Westin Gaslamp Quarter in San Diego, Calif. The conference will feature a great slate of professional development opportunities, as well as a location with many benefits.
 
Famous for sunshine and its near-perfect climate, San Diego boasts a population of more than one million residents, making it California’s second largest city and the country’s seventh largest city.

Located on the coast of the Pacific Ocean, San Diego counts 70 miles of beaches, which support activities that include sailing, scuba diving, fishing, surfing, swimming, walking and jogging, or just lounging on the sand.

The city and county of San Diego also offer other natural wonders to explore. To the east, the terrain varies from foothills to mountains to the 600,000-acre Anza Borrego Desert State Park. The north features an agricultural community and wine growers, and the Mexican border towns of Tijuana, Rosarito, and Ensenada lie to the south.

Highlights of San Diego’s many attractions include:

• Sea World of San Diego
  
  
• LEGOLAND California
  
  
• Balboa Park, the largest urban cultural park in the U.S., and home to 15 museums, numerous art galleries, beautiful gardens, and the world-famous San Diego Zoo
  
  
• USS Midway Museum
  
  
• Lux Art Institute
  
  
• Maritime Museum of San Diego
  
  
• Mission Valley/Old Town
  
  
• Birch Aquarium
  
  
• Wineries

Look for ongoing conference updates at www.emba.org/conference.htm.

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Features

Update
By Michael Desiderio, Executive Director

The calendar indicates a new year is fast approaching, but I would be remiss if I didn’t mention the great success that we experienced at the Chicago conference this past October!

More than 400 people from more than 25 countries around the world attended this exciting conference. As several attendees at the event pointed out to me, tough economic periods are the time to connect even more closely with their industry association. With this in mind, we appreciate the opportunity to serve you and look forward to seeing you at future conferences and upcoming council events.

Speaking of upcoming council events, in 2009 we have many exciting offerings on the horizon. In March we will continue the delivery of our flagship Marketing and Admissions Program, which takes place this year in Malibu, Calif.

In addition, for the first time we are launching Marketing and Admissions - Europe in London at the end of April. We encourage you to consider attending one of these sought-after offerings.

Also, be sure to check the council website often for dates of the various regional meetings. My goal is to personally attend as many of these as possible depending on when they are scheduled. If our paths don’t cross at a regional meeting, perhaps we will see each other at one of the two Marketing and Admissions Programs as I will be attending both.

As discussed during the Council Update session at the annual conference, 2008 was a year of firsts. If you were not able to join us for that session be sure to peruse the annual report section of the fall issue of Executive Connections.

My best to you for the new year, and I look forward to connecting with as many members as possible throughout 2009!

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Board Member Profile
Brad Vierig

His choice to attend the Executive MBA Program at the University of Utah proved a good one for Brad Vierig.

Vierig, who received his bachelor’s degree in accounting from the University of Utah, began his career at Ernst and Young. After establishing himself in public accounting, Vierig joined American Stores, a major retail food and drug business, as a senior financial officer. His boss at American Stores encouraged Vierig to look into the Executive MBA Program at the University of Utah.

Although Vierig insisted that it was not the right time to return to school, his boss, an Executive MBA alumnus, felt differently. Knowing firsthand what a difference the program could make in Vierig’s career, she constantly reminded him of the benefits of pursuing a degree.

Concerned about the impact on his family, Vierig waited before entering the program. When he did become a student, he finally understood why his boss had been so resolute. “It took a few months to get hooked, but I did,” Vierig says. “I loved it. I found that it was a great career investment.”

Now Vierig owes much of his success to his boss’ persistence. His Executive MBA experience improved his job performance, introduced him to a phenomenal professional and personal network, and ultimately opened the door for a new career direction.

In fact, Vierig enjoyed his time in the Executive MBA Program so much that at the end of the program, he told the director, “If you ever decide to retire, I want this job.”

As it turned out, that is exactly what happened.

When the previous director of the program left in 2000, Vierig interviewed for the position and received the offer. Throughout his years in the finance industry, Vierig had experience in teaching various educational programs. The opportunity to become the program’s director also gave him the chance to teach at a university level.

Since he began working for the university, the Executive MBA Program has grown in many ways, including increases in applications, enrollment, and revenue. Vierig also has enhanced student services, and updated and improved the curriculum.

“I really enjoyed improving the program,” he says. “I’m a very competitive person, and I want to continue setting and meeting goals.”

His successes have not gone unnoticed. The dean recently asked him to lead the school’s Professional MBA Program. As assistant dean of executive education, Vierig continues to oversee operations of the Executive MBA Program and non-degreed programs, as well as teach finance.

With his transition into the academic world, Vierig also became involved in the Executive MBA Council Conference. He quickly met new colleagues, who were willing to answer questions and share ideas. Based on those positive experiences, he decided to volunteer, serving on several conference committees. Vierig also contributed to organizing and teaching in the Executive MBA Toolkit. In 2007, he was elected to the council board, and in 2008, he co-chaired the conference in Chicago with Patty Keegan from the University of Chicago.

“It’s not just the conference that makes the council a great organization,” says Vierig. “It’s also the regional meetings, professional development courses, and other offerings, as well as the ability to pick up the phone and talk to another colleague who understands your issues. There is a great deal of value to participating in the council.”

Vierig also shared the following information with EMBA News:

My hobbies include: Biking (road and mountain) and skiing; “My favorite bike ride is any one that goes uphill.”

My favorite city is: Rome

I’m most proud of: “My three children – one works at Price Waterhouse in California, another at Target headquarters in Minneapolis, and my third is majoring in psychology at the University of Utah – I love it when she stops by for lunch.”

I’m reading: “I read many publications like Bicycling, Mountain Bike, Forbes, and Fortune, as well as the Wall Street Journal and Financial Times.”

I’m passionate about: “Kids, family, biking, espresso, and being successful. I’m highly driven to be successful in what I do. I’m passionate about taking everything you do in life and making it better.”

My next significant project is: “Improving the Professional MBA Program.”

You may not know that: “I was a cheerleader in high school, and I won the state tennis championship in high school.”

When I think about the council, I think: “About a terrific conference, camaraderie, and fun people.”

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Corporate Member Profile
XanEdu

Executive MBA students live busy lives, and Executive MBA Programs provide a variety of services to students that make it easier for them to focus on their studies. To save students the inconvenience of visiting the local bookstore for their materials, programs look for the most efficient ways to distribute course materials.

Eight years ago, when technology began opening new options for educational use, XanEdu entered the educational market as one of the first companies to offer a web-based delivery platform for course materials.

Today, Executive MBA Council corporate member XanEdu helps academic programs obtain course materials efficiently, affordably, and legally.

“We work with many Executive MBA Programs to minimize the amount of resources they invest in getting course materials in the hands of students, and we offer the convenience and benefits of digital delivery,” says Tyler Steben, vice president, XanEdu Custom Publishing. 

XanEdu’s primary CoursePack product consists of a content archive that contains business cases, book chapters, journal material, videos, and interactive cases from the best business publishers.

“We adapt our offerings to the needs of each customer, ensuring that we’re supporting their strategic goals and solving their problems,” says Steben. While XanEdu delivers print and digital course materials, it primarily views its role as solving customer needs, he says. For example, XanEdu negotiated with a publisher on behalf of a program to change its pricing structure.

“Another program uses XanEdu as a point of differentiation and asks us to come to orientation to brief the students on the benefits of our online platform,” says Steben. “We distinguish ourselves by working hard to understand the needs of each program and then work to alleviate the points of pain they have around delivery of course materials.”

The company releases two to three updates of its online system each year and regularly adds content, including more and more video, audio, and interactive material. XanEdu is planning to launch additional features, functionality, and content specifically for the Executive MBA market in 2009.

XanEdu has worked with MBA and Executive MBA Programs for some years, and it was the company’s Executive MBA customers that encouraged XanEdu to join the Executive MBA Council as a corporate member.

“After last year’s meeting, we, roughly at the same time, had a couple of customers who are members say, ‘you know, at the annual meeting there was a lot of discussion of digital course materials, and XanEdu’s name even came up a couple of times—you really should think about participating,’ ” says Steben.

XanEdu joined the council in 2008 and attended the 2008 Executive MBA Council Conference in Chicago. XanEdu has found the organization and its members open and friendly.

“We’ve really enjoyed the opportunity to interact in a less formal way with Executive MBA staff,” he says. “Through these interactions, we’ve been able to understand their needs more deeply, and this results in us providing a more responsive offering. Everyone has been extremely welcoming and warm. It’s a great experience to have an opportunity to be more responsive to customers and to have fun doing it.”

In the future, XanEdu plans to introduce new features and content partnerships, and Steben encourages any programs that may want to provide some feedback on test efforts to contact him. Collaborating with Executive MBA Programs on solutions is one of the most satisfying parts of his work, he says.

“I think I most enjoy knowing that we are helping, in a small way, to make the learning experience better, either by ironing out problems programs have or through the benefits of online content and delivery.”

For more information, contact Steben at tsteben@xanedu.com or at 734.302.6571 or visit www.xanedu.com.

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