Executive education:The other type of private program offered by HEC Montréal was executive education.
The other type of private program offered by HEC Montréal was executive education. The Executive education office offered a variety of programs geared toward professionals. These included training sessions that could last anywhere from half a day to several days and that focused on acquiring knowledge on a specific topic (e.g., artificial intelligence). Executive education was also offered as a customized product where the school designed a training program to meet the needs of a specific organization. In the early 2010s, the Executive education office was the only unit at HEC Montréal using a customer relationship management (CRM) system tailored to its needs. This solution was perceived as very limited in terms of features and accessibility, however, in spite of its relatively
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This document is authorized for use only by mesut yildiz in APM Fall 2022 taught by SUSAN STEVENS, Endicott College from Sep 2022 to Dec 2022.
From Students to Alumni: Implementing CRM to Build Lifelong Relationships at HEC Montréal – Part A
© HEC Montréal 8
narrow scope. At that time, the office was also undergoing a series of significant changes, including the revamping of its branding, a name change, and the retirement of several key employees.
Online learning with EDUlib
Launched in 2012, EDUlib was HEC Montréal’s response to the growing popularity of MOOC platforms such as Coursera and edX. It aimed to be the first to offer a large selection of courses in French to meet the demand in European and Northern African countries, for example. In 2014, a partnership was created between Université de Montréal, Polytechnique Montréal, and HEC Montréal. In just a few short years, EDUlib grew to offer about thirty courses at six Canadian institutions. For HEC Montréal, EDUlib contributed to two important objectives. First, it increased the school’s outreach in parts of the world where it would otherwise be absent. Second, it offered a way to showcase the quality of the school’s programs to prospective students.
Given the multitude of services and employees involved in ongoing interactions with prospective, current, and past students, HEC Montréal’s ability to build a complete profile from the time students first made inquiries to the time they graduated was limited. Every service had access to certain pieces of the puzzle and had a partial view of a student’s lifecycle, but there was no way to compile that data to create a comprehensive profile.