Cash Cows, Stars, Question Marks and Dogs: Applying the BCG Matrix to Your Program Portfolio

Thursday | June 23 | 2016 | 6:00 pm - 7:15 PM

This session begins by examining the need for product innovation in any competitive industry, and specifically, the value of product innovation in management education. We will use the Boston Consulting Group's (BCG) Growth-Share Matrix as a framework to apply and understand the role of the traditional MBA and EMBA in a portfolio strategy, addressing the question: “Why do our Deans keep adding programs?” Invariably new programs cannibalize our existing programs, add complexity in admissions, and compete for internal student services and other limited resources such as scholarships, staff and facilities. However, new offerings can and should bring strategic advantage and an expanded pool of students to our schools, while some existing offerings may be considered for retirement. Participants will share their experiences in groups and individually chart their past, present and expected product portfolio on the BCG Growth-Share Matrix to have a visual tool that rallies their teams around the portfolio strategy.  

Speakers: Marci Armstrong, Associate Dean, Cox School of Business, Southern Methodist University, ​Tami Fassinger, Chief Recruiting Officer, Owen Graduate School of Management, Vanderbilt University

Focus Areas: Program Management/Strategy