Corporate University: The Vital Human Resource and Marketing Decision-Making Model in Knowledge-Economy Today’s Competitiveness

Abstract

Corporate University can be defined as the educational entity which also acts as a tactical tool designed for assisting its parent organization for achieving desired objectives while conducting different activities that help in encouraging individual as well as organizational knowledge and learning (Moore 1997, p.77). Corporate Universities are also referred as the public universities which have been developed by the states for developing the corporate style behavior (Homan & Macpherson 2015, p.75). Corporate University limits the scope of generating job-specific, indeed business-specific, training of the managerial personnel of the parent organization (Buchbinder & Newson 1990, p.355). The main goal of the corporate university is to bring a unified culture, loyalty, as well as a sort of belongingness into the company and also to remain competitive at the same time. The study will try to explain how CU can become a reliable decision-making model in terms of marketing management strategies. The main purpose of this study is to discuss the need for corporate universities in the present businesses to remain competitive in the market. Human Resource Management (HRM) has been experiencing several transformations over the years. The attention has changed from different administrative management tasks to become a strategic partner in the overall organizational strategy with essential provision from the information technologies progress in the field of knowledge area. The research aims to address how marketing decisions and human resource models can help businesses to gain competitive advantage.

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