Yang Guliang: Business schools must cultivate and strengthen their core competitiveness
(Source: "Manager"2015Year6Issue Text: Li Chongsen)
I am afraid no one will deny that the market environment faced by domestic business schools has undergone tremendous changes, and the enrollment of many business schools has been affected“Reading ban order”The profound influence of various external factors such as 8749_8767|and the market.“This has a positive impact on business schools, especiallyEMBA、MBAProject development poses new challenges.”Yang Guliang, Dean of the w88 casino of International Business, w88 casinoSpeaking bluntly in an interview with "Manager",“In the future, business schools will definitely be reshuffled, polarized, and the fittest will survive. This is the cruel reality.”To this end, how will the International Business w88 casino of the w88 casino overcome difficulties?
The development of business schools requires transformation. It must change from scale-oriented to quality-oriented, to win with quality and service, and to diversify the source of students. The development of business schools must be grounded in local trends. Curriculum development, teacher arrangements, etc. must be adapted to China's local trends. In particular, curriculum teaching must be innovative and cannot stick to stereotypes. In particular, it is necessary to introduce Internet thinking.
The first move: transformation
In response to the drastic changes in the market environment, Yu Guliang said:“The slogan of our business w88 casino is transformation.”Specifically, start from the following aspects.
First of all, the transformation of ideological concepts from scale-oriented to quality-oriented. In the past, each business w88 casino's enrollment was pursuing quantitative scale, and the assessment indicator was how many enrollments were completed. However, the actual enrollment number of many business schools has not reached expectations, and it will be difficult to achieve greater success in the future“Brilliant”. Therefore, it is an inevitable trend in the development of business schools to shift to a quality orientation on the basis of ensuring a certain scale. Tang Guliang said:“We originally opened a project to make up for itEMBAThere may be deficiencies in enrollment, but practice has proven that it is not successful. Although it was well conceived, the actual results did not meet expectations. Although transformation is a process of exploring and connecting with the market, it must be transformed now.”For example, Hong Kong University of Science and TechnologyEMBARecruiting sixty or seventy people a year, which is a very good job, but mainland business schools want to recruit400People,600People, it is obviously difficult to complete such an enrollment plan now.
Secondly, transform to win with quality and service. The teaching quality of teachers and the service level of business schools to students are the foundation for consolidating the brand of business schools and the way for business schools to win. Tang Guliang believes that business schools cannot engage in improper cost control because the enrollment is not ideal, and those good teachers will not be hired. Business schools cannot control costs by lowering teaching quality and service standards, otherwise they will enter a vicious cycle of dead ends.“No matter how many people we recruit, we insist on not relaxing the supervision of teaching quality. For example, students who are absent from class must make up for it, otherwise they will not be able to obtain corresponding grades.”
Finally, transform to diversify student sources. In the past, students were concentrated on some large enterprises and large state-owned enterprises, but now the situation is obviously different, especially state-owned enterprises that are greatly affected by relevant national policies. Therefore, business schools should turn to innovative enterprises in recruiting students, including private enterprises in various fields, which is more realistic.
Second move: Cultivate competitiveness
From the source, especially when the enrollment scale is compressed, Tang Guliang said:“Business schools must cultivate and strengthen their core competitiveness and continuously improve their brand’s soft power.”
First, run high-quality projects, and win all projects based on quality, not scale. Tang Guliang believes that such development strategy must be maintained to continue to strengthen its own advantages.“From the overall layout of the business w88 casino, it mainly relies onMBA、EMBA、MPAccAnd other professional education, rather than relying on academic education. Therefore, we will continue to compress undergraduate enrollment, which has now been reduced to300Within 1 person; continue to reduce the number of academic master’s enrollment;MBA、EMBA、MPAccThe enrollment quantity remains at the current level and the quality continues to be improved. us2015YearMBAEnrollment is approaching200People, achieved the expected goals, especiallyMPAccEnrollment exceeded expectations, and the total enrollment of the two was nearly300People.”
Second, you must be grounded. Curriculum development, project research, teacher arrangements, etc. must be adapted to China’s local conditions. Tang Guliang said:“To downplay the professional setting of business schools, I do not agree with clearly dividing majors, because more comprehensive talents need to be cultivated.”At the same time, in terms of the construction of the teacher system, the assessment of teachers should not only assess their teaching ability, but also assess their scientific research ability.“I think many business schools and teachers are not ready in this regard.”The allocation of teachers must be diversified, and the allocation of human capital must match the development strategy of the business w88 casino. Some business schools only introduce turtles, not country bumpkins. In fact, both turtles and bumpkins are needed, teachers with liberal arts backgrounds and science backgrounds are needed.“Our business w88 casino rotates teachers’ course teaching to transform course teaching into a comprehensive one. For example, the professor who originally taught accounting was switched to teaching business models, and the professor who originally taught strategy courses was switched to teaching Internet finance, and the results were very good.”
Third, continue to promote the brand building of the business w88 casino and raise the brand building to a corresponding height. For example, the International Business w88 casino of the w88 casino continues to strengthen its international brand advantages. Tang Guliang said:“We achieved European success last yearEQUISCertified, becoming the first in mainland China12The university that received this certification is also the first financial university in mainland China to receive this certification; we will strive to pass the US certification next yearAACSBCertification, if passed as scheduled, we will become the first domestic company to obtain two major international certifications at the same time9Business w88 casino. This is an important manifestation of our international strength, which significantly improves the brand competitiveness of our business w88 casino and brings tangible benefits to student development.”
Fourth, cultivate a high-quality corporate culture in the business w88 casino. For knowledge-based organizations like business schools, corporate culture is very important, because the competition among business schools in the future will ultimately be a battle for corporate culture that matches the organization. The corporate culture that Yu Guliang wants to create contains several core elements: first, the passion of the organization and individuals; second, a sense of trust including morality and ability; third, a cultural atmosphere that makes everyone willing to participate; and fourth, a reasonable and effective incentive mechanism.
Fifth, continue to strengthen the learning in the second classroom. Tang Guliang said:“We organize and encourage students to participate in various domestic and foreign exchanges, sports, and competitions, so that they can obtain learning and exercise opportunities, improve their competitive abilities, and then cultivate their comprehensive abilities.”At the same time, in order for students to truly gain more sense of value, a lifelong value-added platform has been built for all students, including a lifelong learning platform and an alumni exchange platform, so that they can still enjoy the follow-up services of the business w88 casino after graduation.
The third move: innovation
In order to solve the homogeneity problem existing in the development of various business schools, Tang Guliang has also taken many measures, such as curriculum teaching innovation and good teaching cases.
Curriculum teaching must be innovative and cannot stick to conventions, especially the introduction of Internet thinking. Tang Guliang believes that the previous era of closed and exclusive access to high-quality teaching resources is over. Now using the Internet, real-time information can be used in classroom teaching, which directly changes the previous teaching model and teaching content. At the same time, we are at the forefront of the market and offer innovative courses accurately. He said:“We are the first in China to set up film and television media managementEMBAProject Business w88 casino, Ours So FarEMBAFilm and television classes are open418460_18505”
Encourage teachers to make the latest cases for teaching. Tang Guliang said:“We invest hundreds of thousands of yuan a year in case studies and encourage teachers to do cases on how Chinese local companies can internationalize. If a business w88 casino does not have cases, it is not called a business w88 casino.”There are four basic criteria for a good case in his mind: first, it is realistic, preferably local Chinese cases; second, it is best collected by the teacher himself, because in this way the teacher can master the first-hand background of the case; third, it is open-ended, and cases with standard answers can only be called homework questions; fourth, they can be promoted to theory, can be copied, and can inspire people and draw inferences from other cases, because many business w88 casino cases are about telling stories. Tang Guliang also believes that for the pictureEMBA、MBAProject enrollment, the price reduction strategy adopted by some business schools is a very wrong marketing method, because it is actually affordableEMBA、MBApeople are not very sensitive to price factors.
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