CVE and the Corporate Market: A Case Study of the Experience of Warwick Business School

SUMMARY

This article reviews the promotion and practice of continuing vocational education at Warwick Business School. Our experience relates specifically to continuing vocational education (CVE) for executives within the ‘blue‐chip’ corporate sector. Two key themes that emerge from a reflective piece of work conducted on behalf of the Higher Education Funding Council for England (HEFCE) are the importance of brand building and relationship management. Our interpretation of emerging trends is based on our exposure to the blue‐chip corporate sector over the past two years up to the present day. Our conclusions flow from what training managers, human resource directors and managing directors are telling us about their needs and concerns. The lessons we have learned from our experience in this sector may offer helpful insights to other higher education institutions marketing to companies, rather than directly to individuals.