Proposed Action
Based on the problem that has been identified in the case “edX: Strategies for Higher Education” the action plan for the firm shall be to develop a brand of its own. Since United States market is increasingly facilitating online universities, therefore edX needs to develop a separate brand for itself. This would help the firm gauge in more universities that can come over and present their courses through online portals.
Moreover, in order to generate revenues and to monetize itself, the company needs to design customized courses for edX. As for now, the courses are being posted by universities that are studied in the classrooms as well. Once, edX becomes a brand, it should ensure that original content is presented at the online portal of edX.
Along with this, to generate funds, edX should be paid certain amount by the participating universities. This would help the firm generate revenues and develop a separate identity for itself that shall not be a part of Harvard or MIT. The courses offered at edX can be deployed to different subjects who can range from business studies to engineering to English literature. Basically, edX should offer diverse courses to the students. The larger the subject pool, the better the chance for edX to attract potential universities and students.
Rationale
The rationale for the above course of action would be to make edX a separate entity. It should actually run independently by generating funds for itself. Moreover, by presenting itself as a different identity, the management would be able to attract more universities that can come over, subscribe them for the courses, pay the course uploading fees and start educating students countrywide.
Moreover, the idea of charging fees would help edX improve its operations, business activities, performance and branding activities. Once the firm would create a brand name with a positive image, the number of students and the universities participating at the edX portal would increase, which will eventually help the management increase its customer base by expanding itself in the international market.edX Strategies for Higher Education Case Solution
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