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Globalization, advances in information technology, the rise of student prosumers and intensifying competition continue to challenge the relevance of conventional business models of business universities. The purpose of this research is to recommend opportunities for
business universities in Germany to maintain their competitiveness by enhancing student experience using Blue Ocean Strategy. The scope is the teaching and learning processes at the university. Within this scope the focus areas include: the curriculum and learning lifecycle,
student lifecycle, and the support and engagement services at the university. The study will analyse qualitative data gathered through interviews, and case studies using bibliographic and grey literature. The research addresses how they can deliver superior value to their current and future students.