Corporate Universities

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The curriculum of CUs is designed and presented in different formats such as the web based instruction, e-learning, virtual learning or virtual class (Kremеn 2016). People can participate from other locations in the same time through video conferencing, or different media communications (Kuo 2011). Most of the courses are conducted via the Internet. That can provide the learning experience what the people need and enhance the ability to measure individual performance (Waks 2004).

- Reasons for setting up the CU

In the context of the development of the knowledge economy, knowledge is a competitive advantage in business. But to manage the knowledge is a very difficult thing. Therefore, the establishment of corporate universities is one of the optimal choices of enterprises. In addition, there are many reasons to corporations want their own university. These can be based on very different forms of the companies. However, they have the same reasons for establishing the corporate university.

One of the reasons for setting up the CU is to manage the knowledge. Corporate University managers are very considerable interest in the Knowledge Management (KM) because of its benefit to the organizations, raising the competitiveness and management performance (Lee and Choi 2017). The management of knowledge is the main factor in the organizational development and maintenance of the competitive advantage (Rademakers 2014). KM includes organization's strategies and structure to learn and create economic values. Furthermore, it also effectively to manage, transfer and distribute knowledge (Eftekharzadeh 2008). The most important goal of the corporate universities is through the knowledge management to create a curriculum that is right for the learning and development strategy of company and partners. According to Mcgee (2006), companies spend more money for employee training ($700B in the worldwide). Employees are taught about new products and services, impacting of the globalization to their business and competitive condition, leadership skills and effective management, functional and technical knowledge needed to improve business performance. Moreover, corporates are not only investing in employee education but also training customer behaviour, partners and another people external company (Menzel Baker 2005). Companies that make a serious investment in the organizational learning as a competitive advantage (Liao and Wu 2009). Because it brings the cost effective and tightly integrated with the demands of the firms.

The next reason is to support the governing and structural change in the company. The corporate universities are often the main key in the long-term strategy of firms (Rhéaume and Gardoni 2017). The courses are designed to respond to the request from human resource managers, strengthen the connection, learning goals in firm's strategy (Eftekharzadeh 2008). By engaging in the manager position and connect to the company strategy, CU provides the large of the number of human resource for the organization, especially involved in the CEO positions of the organization. Therefore, changing the structure of organization through human resource management has become the primarily concerned of the managers and it can become the competitive advantage.

The Corporate University build a common culture, loyalty of employees to a company. The courses help potential managers understand human resource issues such as recruitment/ selection, training and development in order to build core value and cultural value of the organization at a strategy level. This leads to developing the loyalty for the employees.

Through corporate universities, organizations make the most out of investing in education to promote the brand and create their own alliances. Therefore, courses are individually designed and customized according to the company's service requirements. To meet the specific needs of companies and partners, company universities build a network of instructors with high expertise. As a result, university campuses become learning counselling centres. Once becoming professional corporate universities, they can use corporate universities to promote the brand their brand. Moreover, extensive internal marketing can help firm's business growth, increasing the connection of the corporate university to the company.

Establishment of the corporate university is to be able to sustain the competitive advantage in today's economy. The corporates realised that if they do not adequate resources to provide high-quality services, their products will lose competitiveness. Thus, the firms concentrate on the training employees who can compete with competitors and oversee the change of the global economy.

The final reason for setting up the corporate university is retaining employees. Corporates create a connection with the process of the employee development. Create opportunities for the professional development by sending employees to corporate's University, training them before they are required to take on new tasks or positions. This will motivate and retain employees.

- Potential Benefits of CU

In the context of the knowledge management, the potential benefits of CUs are enormous. CEOs realized potentials in the human resources management, linking to improved workforce performance and productivity (Al-Busaidi 2010). The first potential benefit of CU is creating a huge amount of learning to outsource. This lead to raising the efficiency of organization's management. The next benefit of CU is the professionalizing the role of managing (Haney 2003). Students are taught the ways to solve problems in the human capital management. The final is the innovation in the business management. Learning organizations create networks that link organizational management skills and decision-making with the help of information technology (J. Meister 2007).

- Corporate University Models

Many corporate universities have been established and sustained success through the examination and evaluation of their corporate model structures such as Hamburger University of McDonald company and the Oracle University of Oracle Company. In each case, they have different strategy scope, scale, target and structure in order to ensure that they can address the future need for the human resource.

- Hamburger University

McDonald established Hamburger University (HU) in 1961 as a corporate university and it is as one of the first restaurant company develops a global training centre in the world. The purpose of McDonald corporate university is the business

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