Chapter 17: Deconstructing Value Creation in Indian Management Education: A Learner Journey Perspective

Value creation in management education has been argued to happen throughout an academic programme. This study adopts a learner-centric value-perspective approach that advances the view that value creation is not a unitary occurrence but accrues in different forms in each phase of the learner journey process. As learners progress through a management programme, we focus on four key phases in the learner’s journey – pre-admission, pre-programme commencement, programme duration, and post-programme completion. These phases correspond to the learner’s transitioning from a prospect to having secured admission to actively attending classes to having graduated. Accordingly, in each phase of the learner journey in an Indian management education programme, this study (a) maps the institute’s actions, (b) identifies the learner touchpoints, and (c) evaluates the potential learner engagement levels from the respective touchpoints. This study categorizes the emergent value in each phase in the learner journey as the exploration of value, the commencement of value, the formation and augmentation of value, and the accrual of value. The study then concludes with identifying future research areas. Such an approach to deconstructing value can aid management institutions in nurturing talented and engaged learners.