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McKinsey Medium Growth Strategy Market Entry Brainstorming Unconventional

University Program

#Education
ProHub Comment

This is an interviewer-led brainstorming case designed to test the candidate's ability to develop a comprehensive go-to-market strategy for a new educational program. The case challenges candidates to think about multiple stakeholder perspectives (students, university, rankings) and balance feasibility with ambition, requiring both analytical rigor and creative problem-solving.

Estimated Time 15 minutes
Difficulty Medium
Source Wharton
50 / 100
Your client is a university in an African country that is thinking of launching a new Global Bachelor of Management (GBM) Program. The university already has a small Bachelor of Management Program of its own that is only known locally. The goal is to create a program that attracts top students from abroad as well as the home country, and eventually earns a spot in global rankings. What steps should the university take to ensure a successful launch of the new program?

Clarifying Information

  1. Objective of the project - What is the objective of the project? The objective is to ensure the successful launch of a global program with both domestic and international students
  2. Geography - Where in Africa is the country located? The country is located in West Africa in a comparatively developed and semi-urban city
  3. Criteria for success - Do we have any financial goal or other objective in mind? It would be good to have a 60-40 split between domestic and international students at the university
  4. Existing program - Students from the original program would be shifted to the new GBM program