Syllabus Market Research: Summary for Participants January 17, 2011 Harvard Business Publishing Higher Education Group

2 HBP Syllabus Market Research Project

3 HE Syllabus Project: Participant Demographics Diverse, International Faculty Participation Final database includes 771 course syllabi submitted by 601 faculty 35% of the syllabi are international (including Canada) 457 universities in 48 countries participated Participating regions: Western Europe (14 countries), Australasia (11), Central/South America (11), Africa/Middle East (7), Eastern Europe (2), and North America (3 countries). By tenure: 33% full professors, 28% adjuncts, 22% assistant professors, and 17% associate professors. By educational level: 52% MBA, 28% undergrad, 9% Exec Ed, and 11% other. By discipline (largest): Marketing (23%), Technology & Operations Management (17%), Finance (12%), Organizational Behavior (11%).

4 Total Syllabi Analyzed: Product Type Share Percent Share of Syllabus Total Syllabi Analyzed Data set: 771 syllabi (all educational levels / disciplines) 100% = 20,180 readings / assignments from all publishers Note: Percentage totals in some charts will not sum to 100 due to rounding.

5 Trends in Course Format and Product Type Use Teaching format: 97% classroom and 3% online Season: 51% winter/spring, 22% fall, and 10% summer Course length:  15 sessions in 12 weeks (average of all 771 syllabi)  14 sessions in 10 weeks (MBA syllabi)  21 sessions in 13 weeks (undergrad syllabi) Required reading types: (How many syllabi assigned at least one mandatory reading/homework from this product type?)  Cases/Notes: 95% all (97% MBA vs. 92% undergrad)  Book Chapters: 75% all (77% MBA vs. 74% undergrad)  Articles: 67% all (73% MBA vs. 54% undergrad)  Textbooks (Entire): 66% all (64% MBA vs. 71% undergrad)  Multimedia: 23% all (same)

6 MBA vs. Undergraduate Courses — Product Type Allocation in Syllabus Percent Share of Syllabus MBA vs. Undergraduate Courses —Product Type Allocation in Syllabus MBA 100% = 11,386 readings (424 syllabi) Undergraduate 100% = 5,312 readings (218 syllabi)

7 “Typical” No. Readings: MBA vs. Undergraduate Average course syllabus Entire Dataset (771 syllabi) MBA courses (424 syllabi) Undergrad courses (218 syllabi) Chapters (Book) Cases / Notes Articles Multimedia0.5 Total Required Readings per Course Required Readings per Session

8 MBA Courses: Product Type Allocation U.S. vs. International Percent Share of Syllabus U.S. MBA vs. Int’l MBA Programs — Product Type Allocation in Syllabus 100% = 261 U.S. syllabi vs. 163 int’l syllabi (MBA market)

9 Undergrad Courses: Product Type Allocation U.S. vs. International Percent Share of Syllabus U.S. Undergrad vs. Int’l Undergrad Programs —Product Type Allocation in Syllabus 100% = 166 U.S. syllabi vs. 52 int’l syllabi (Undergrad market)

10 Entrepreneurship vs. General Management Disciplines Percent of Share in Syllabus ENT — All Data 100% = 1,179 Readings from 49 Syllabi GM — All Data 100% = 2,330 Readings from 79 Syllabi Note: Discipline- and educational level- analyses included only if minimum sample size of 45 syllabi received.

11 Finance Discipline: All vs. MBA Syllabi Percent of Share in Syllabus FIN — All Data 100% = 1,989 Readings from 89 Syllabi FIN — MBA 100%: = 732 Readings From 49 Syllabi

12 Marketing Discipline: All vs. Undergraduate Syllabi Percent of Share in Syllabus MKT — All Data 100% = 4,828 Readings from 180 Syllabi MKT — Undergraduates 100% = 1,170 Readings from 51 Syllabi

13 Marketing Discipline: U.S. vs. Int’l MBA Courses Percent Share of Syllabus U.S. MBA Marketing vs. International MBA Marketing Course Syllabi — Product Type Allocation in Syllabus 100% = 64 U.S. syllabi vs. 47 international syllabi (MBA-level courses in Marketing)

14 Organizational Behavior: All vs. MBA Syllabi Percent of Share in Syllabus OB / HRM — All Data 100% = 2,157 Readings from 87 Syllabi OB / HRM — MBA 100% = 1,216 Readings from 47 Syllabi

15 Strategy Discipline: All vs. MBA Syllabi Percent of Share in Syllabus STRAT — All Data 100% = 2,084 Readings from 75 Syllabi STRAT — MBA 100% = 1,405 Readings from 47 Syllabi

16 Technology / Operations Mgmt: All vs. MBA Syllabi Percent of Share in Syllabus TOM — All Data 100% = 2,939 Readings from 127 Syllabi TOM — MBA 100% = 1,794 Readings from 62 Syllabi