Financial Times 4 mars 2007
Tailor-made degrees for the smart set.
by Deborah Gardiner
Thunderbird School of Global Management is usually deserted during Arizona's brutally hot summer. But last June, executives of LG Electronics in Seoul travelled there to wrap up a one-year, in-house custom programme, the first MBA that Thunderbird had run for a corporation.
For a year, managers of LGE, one of the world's largest electronics manufacturers, contended with their normal workloads while writing business plans and studying marketing and finance.
"Our company wants to be number one globally," says one. "This is worth it to us."
Thunderbird is one of several business schools carving out a niche in customising business degrees for companies.
University of Indianapolis business school graduated its second group of 24 MBA students from Rolls-Royce in May. The course teaches supply chain management and finance to improve the company's management of suppliers and vendors. The Robert H. Smith business school at the University of Maryland has two customised MBAs, including one for Otis Elevator in China.
The McCombs business school of the University of Texas at Austin has designed MBA programmes for Texas Instruments. And the Audencia management school in Nantes, France, provides a custom MBA for directors at Stryker Corporation, the medical equipment supplier.
For business schools, particularly in the US, the customised programme is a way to diversify. Since the September 11 2001 attacks, international students who once made up the bulk of Thunderbird applicants have had difficulty getting visas.
The profits are good. The University of Indianapolis charges companies the same rate as ordinary students: $375 an hour.
The school's associate dean, Matt Will, says companies already have training and education centres. The facilities are in place, they just need the expertise, he says. Nor do groups seem concerned about the cost, because the benefits are "tremendous".
For the schools, there is the additional brand exposure. For students, it is a chance to learn from professors and peers and be paid to get an MBA. For the companies, it is a chance to become more global.
"This is the future of MBA programmes," says Mr Will.
LGE, which makes everything from vacuums to laptops, has more than 100 offices and 66,000 employees. Executives doing the custom MBA were hand-picked from different departments.
Thunderbird professors from the Glendale campus travelled to South Korea and taught at the LGE learning centre in Pyeongtaek-si, outside Seoul. Between classes, they mentored executives via an intranet. Students did the last four modules at the Glendale campus in two 31-day sessions.
As at conventional business schools, the workload puts pressure on students, and competition between them is intense. Students present weekly progress reports to their bosses, and before graduating must present a final project to top management.
No-Sang Kang, senior manager for the business planning group of LGE's PCP division, says he enjoys bringing work problems into the classroom and brainstorming with professors and students.
Others remarked on the virtue of working with other LGE executives, especially those who were working abroad. Mr Kang, for instance, works in Sweden.
But the workload can overwhelm. LGE students say they are often forced to work an 80-hour week to fit everything in. Both students and deans point out that the course's structure means students cannot mingle with MBA participants from other companies.
Mr Will from Indianapolis notes that students come from varying backgrounds. "Engineers might be bored from having to [study] statistics. You are merging a lot of different people with different backgrounds and at different levels."
Even so, schools are confident the trend will continue. The LGE contract extends until 2010, with a new cohort beginning each year. Audencia is working with several companies to expand its corporate MBA activity.
University of Indianapolis business school has begun a custom MBA with a health specialism at a big local hospital.
"Regardless of the industry, it's all about business and whether you can really make a profit doing what you are doing," says Mr Will.




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