Low-Foam Learning

The next time someone asks Germans if they got their MBA from a cereal box, the answer might be, "No, from a coffee store."

As retailers look ever far afield to set themselves apart from their competitors, Germany's Tchibo has decided to selling a business degree at its chain of coffee shops. There's been no word on whether McDonald's plans to kick off a "MDs at McyDees" degree campaign.

While Germany is not exactly a bargain hunter's paradise -- as Wal-Mart's 2006 decision to leave the country displayed -- the country is full of price-conscience shoppers happy to maximize their time in town by getting as much done in one store as they can.

Enter Tchibo. Once simply a coffee-seller, made a bold marketing move in the 1970s when it started stacking affordable non-food items next to its coffee beans. It hasn't looked back since, continuing and expanding its selection by the month.

Branching into services

Now, penny-pinching Germans scan Tchibo's weekly circulars to see what must-have items are on offer in its ever-changing selection. Need ice skates? Tableware? Bedsheets? Camping gear? It all comes up for sale, eventually. Patience and persistence are the name of this money-saving game.

Recently, Tchibo has come under pressure from discount supermarkets, such as Aldi, that have adopted the store's "buy it this week cheap" strategy. In response, they began services to their selection, selling mobile phone contracts, insurance, and even train tickets.

Its latest offer takes marketing to a new level, though. This fall, customers can find a cut-rate education at their local coffee bar.

Cinnamon bun with your Bachelor's Degree?

Göttingen Technical College is distributing applications for its Internet distance learning business course at Tchibo. The degree is aimed at working adults who want to study part time.

Anyone who signs up by the end of the year pays 248 euros ($365) per month instead of 298 euros a month, and saves the cost of the one-time 650 euro application fee to boot.

Marketing 101

Those who may have ridden on public transit in the USA -- where ads for long-distance learning often compete for space with promotions for cheap plastic surgeons and personal injury lawyers -- will probably not be shocked by the concept of marketing a business degree to people standing in line to buy coffee.

In Germany, however, some people are up in arms. Susanne Bossemeyer, spokesperson for the distance learning center at Hagen University, reflected the general tenor of the complaints when she told Internet news site Tagesschau.de: "Getting a degree is a very meaningful decision. Its not something you decide to do on whim when you go out to pick up the coffee."

But Bernt Sierke, the president of the Göttigen Technical College, said it's not as simple as it looks.

"They first take a brochure," he told Tagesschau.de "The enrolment first comes after they have had a long advisement session."