The Continuing Education Industry Under Pressure: How Providers Are Responding to Competition
The Swiss Association for Continuing Education (SVEB) surveyed nearly 300 continuing education providers about their perceptions of competition. The results of the «FOCUS Continuing Education» study show that competitive pressure has increased significantly over the past three years—and providers are relying on clear strategies to hold their own.
For the «FOCUS Continuing Education» study, the SVEB surveyed continuing education providers about their perceptions of competition in the industry. The results show that competition is viewed as a key challenge—but that providers also have strategies for holding their own in this environment.
Nearly 300 providers responded to the SVEB survey, sharing their views on how they perceive competition in the continuing education sector and how they believe it has evolved. A majority of respondents are in direct competition with other providers, but at the same time rate their own organization as very or somewhat competitive. In addition, a majority report that competition has intensified over the past three years.
Various factors contribute to this: The expanded offerings of competitors are perceived as the most significant factor (49 %), followed by the entry of new providers into the market (47 %). Added to this are changes in participants’ learning needs and requirements (36 %) as well as a decline in demand (35 %).
Various Strategies for Coping with Competitive Pressure
Providers are using various strategies to respond to this pressure. The most important measure was tapping into new segments—56 percent of the providers surveyed have implemented this over the past three years. In addition, nearly half have increased their investments in product development (45 %), and 40 percent have invested more in targeting and acquiring new customers.
Providers cite differentiation—that is, offering unique products or services—as the most important strategy for ensuring competitiveness (62 %). In addition, a majority are pursuing innovative products and business models (56 %). Cooperation, focus, and quality leadership also play a significant role for many providers.
Demand declined—but needs changed
According to their own assessments, continuing education providers have observed that demand for continuing education programs has declined overall over the past three years. At the same time, the requirements regarding course content have changed: There is a growing demand for flexible programs that adapt to participants’ professional and personal lives. The providers surveyed are responding to this by investing in innovative formats and new market segments.
The FOCUS study is based on responses from nearly 300 continuing education providers who participated in the SVEB’s annual provider survey in the spring of 2025.
Source: www.sveb.ch
