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Aytakin Huseynova.Pdf BUSINESS CONSULTANCY PROJECT FOR ADA UNIVERSITY THE ESTABLISHMENT OF ADA SCHOOL OF MEDICINE AS PART OF ADA GROWTH STRATEGY BY AYTAKIN HUSEYNOVA EMBA 2019 This pAper wAs submitted in pArtiAl fulfillment of the requirements for the MAster in Business AdministrAtion (MBA) degree At the MAAstricht School of MAnAgement (MSM) Business ConsultAncy Project ADA University And MAAstricht School of MAnAgement (MSM) Correspondence concerning this project should be Addressed to AytAkin Huseynova ContAct: [email protected] i List of Acronyms BMD BAchelor of Medicine degree progrAm SEC StAte ExaminAtion center LLB Undergraduate degree in Law WHO World HeAlth OrgAniZAtion WFME World FederAtion in Medical Education FAIMER FoundAtion for Advancement of InternAtionAl Medical Education And ReseArch BCP Business ConsultAncy project UG UndergrAduAte GR GrAduAte ii Acknowledgements I sincerely AppreciAte And wAnt to thAnk All those who supported me during the writing this project. My sincere and deep grAtitude goes to my supervisor Ms.Aysel BAndAd for her guidAnce And timeous feedbAck during the whole period of my studies. I would like to thAnk All high school students, interviewees And medicAl experts who pArticipAted in the surveys And interviews for conducting this reseArch. The high school heAds And fAculty were very helpful for Assisting me out of their working times to collect the responses. SpeciAl thAnks go to ADA University And MSM fAculty professors for their professionAlism And encourAgement during the whole EMBA journey. iii AbstrAct From its inception, University estAblished new progrAms on undergrAduAte And grAduAte levels to grow further And become A world-clAss university. As A public university, new progrAm lAunching wAs Aligned to the mission And vision of ADA And served the needs of the country to develop humAn capitAl. From the modest pArtnership with the InformAtion Technologies University A decade Ago, to todAy’s complex of public, private And internAtionAl collAborAtions, the Academic progrAms’ profile of ADA University hAs evolved immensely. However, desire to tAp new mArket segments in order to explore new opportunities in higher education through AlliAnces And collAborAtions with local And internAtionAl pArtners remAins severe. TodAy ADA University’s mission is not only to provide quAlitAtive education, but Also to grow as an internAtionAl brAnd, to be competitive in the mArket of higher education And rAise value proposition of quAlitAtive education in different fields. In An effort to help ADA University to enhAnce competitive AdvantAge and to reveAl hidden potentiAl And capAcity, this project proposes A new School of Medicine estAblishment As A wAy to grow and to build a strong brAnd imAge As multi-profiled university. Keywords: medical program, medicine, undergraduate education, university, growth strategy, partnership, alliances. iv Table of Contents List of Acronyms .................................................................................................... ii Acknowledgements ............................................................................................... iii Abstract .................................................................................................................. iv 1. Introduction ......................................................................................................... 1 1.1 RAtionAle of the study .................................................................................................. 1 1.2 BAckground .................................................................................................................. 2 1.3 Problem stAtement And reseArch objective ............................................................... 3 1.4 ReseArch questions ..................................................................................................... 3 1.4.1 MAjor ReseArch Question ....................................................................................... 3 1.4.2 Minor ReseArch Question ....................................................................................... 3 1.5 Outline of the project .................................................................................................. 4 2. Research methods.............................................................................................. 5 2.1 ReseArch design .......................................................................................................... 5 2.2 DAtA collection .............................................................................................................. 5 2.2.1 Site visits And interviews ......................................................................................... 5 2.2.2 Survey reseArch ........................................................................................................ 6 2.2.3 Structured expert interviews – Delphi technique ............................................... 7 2.2.4 Documents And reports ........................................................................................... 9 2.2.5 DAtA processing......................................................................................................... 9 2.3 DAtA AnAlysis ................................................................................................................ 9 2.4 Reliability..................................................................................................................... 10 2.5 Limitations ................................................................................................................... 10 2.6 Ethical issues ............................................................................................................. 11 2.7 Author’s perspective .................................................................................................. 11 3. Theoretical background ................................................................................... 12 3.1 Growth concepts ........................................................................................................ 12 3.2 CAse studies ............................................................................................................... 14 3.3 StrAtegic AlliAnces ...................................................................................................... 15 3.4 ConceptuAl model ...................................................................................................... 20 4. Market and industry analysis .......................................................................... 23 4.1 MArket estimAtion ............................................................................................................... 24 4.2 PESTEL ................................................................................................................................ 26 4.3 Industry rivalry AnAlysis: Porter’s Five forces .............................................................. 28 v 4.4 InternAl AnAlysis of resources And competencies ................................................... 31 4.4.1 VRIO .......................................................................................................................... 31 4.4.2 SWOT & TOWS ...................................................................................................... 32 4.4.3 Porter’s VAlue ChAin .............................................................................................. 34 4.5 StrAtegy AnAlysis ....................................................................................................... 36 4.5.1 Business Model canvas................................................................................................. 36 4.6 MArketing StrAtegy: MArketing Mix ........................................................................... 38 5. Findings and discussion .................................................................................. 44 Conclusion ............................................................................................................ 51 Bibliography .......................................................................................................... 53 Appendix A ............................................................................................................. 57 Appendix B ............................................................................................................. 63 Appendix C ............................................................................................................. 71 Appendix D ............................................................................................................. 99 Appendix E ........................................................................................................... 100 Appendix F ........................................................................................................... 101 Appendix G ........................................................................................................... 102 Appendix H ........................................................................................................... 103 Appendix I ............................................................................................................. 104 Appendix J ............................................................................................................ 106 Appendix K ..........................................................................................................
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