Cornell University has teamed up with Fortune magazine to offer an online business certificate program.
Business-minded students hoping to up the name-brand recognition of the educational programs they pursue may find a newly announced partnership intriguing.
Ivy League powerhouse Cornell University has teamed up with Fortune magazine to offer an online business certificate program that promises to blend the school’s notable educational programming with the contemporary, real-world cases the magazine’s writers have covered.
What Students Gain
Titled “Mastering 21st Century Business Strategy,” the program includes six distinct courses. Cornell educators says the courses should take students about five to seven hours to complete and will cover such topics as mergers and acquisitions strategy and strategic positioning, among others.
The program was designed by Justin Johnson of Cornell’s Johnson Graduate School of Management. In addition to traditional learning, students will also find the course curricula draws on the editorial resources Fortune brings to the table by including applicable videos from Fortune journalists that tie into the topics while drawing on the magazine’s years of experience in business and its access to business leaders.
It is anticipated to take students 18 weeks to complete.
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A Growing Trend
Fortune’s partnership with Cornell is the latest in a growing trend of higher education pairings. Forbes, for example, has its Forbes School of Business that is the result of a partnership between the business magazine and Ashford University.
The New York Times is also working closely with the CIG Education Group to create its NYT EDUcation series of courses and certificate programs. Teen Vogue has also teamed up with the Parsons School of Design for its own industry suitable offering.
The conga line of partnerships between media giants and institutions of higher learning is fueled by media companies’ need to find new streams of revenue as their print businesses fade into the pages of history.
Companies like Fortune and Forbes are finding these partnerships enable them to capitalize on their brand names while adding a healthy revenue stream to the bottom line. Forbes’ deal with Ashford University reportedly added $45 million to the magazine’s coffers simply for the ability to add the brand name to the business school.
Partnerships with educational programs make sense for players in the media industry because their brands resonate in the space, Jim Jacovides, Time Inc’s senior vice president of international licensing and development told Buzzfeed.
Time owns Fortune and has been looking for ways to capitalize on its brands since the company spun off from Time Warner last year. The marriage between media and higher education, Jacovides said, appears to be a perfect matchup.
“This is, we hope, the beginning of many courses,” Jacovides told Buzzfeed. “The possibilities are endless for a lot of our other brands.”
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