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Nova Forum: developing a sme´s strategy go-to-market approach in the non-degree executive education market
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| 1.33 MB | Adobe PDF |
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This thesis analyses the current panorama of Executive Education for SMEs in Portugal, while identifying a go-to-market strategy to be developed by Nova Forum. Combining the insights given by the existent literature on the topic of executive education and SMEs with first-hand feedback from executives that fit in the targetable market, findings suggest that Nova has a major opportunity to exploit an untapped market. In order to increase its presence and benefit from a first-mover position in the Portuguese market, it is recommended that the school develops and communicates hybrid programs, using online platforms while maintaining its in-person lectures. This should be done through a strategy that includes diversified communication channels and approaches the immediate needs of Portuguese SMEs, particularly internationalization and digitalization.
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Executive education Business school SME Hybrid program