STRATEGY
some cultural changes in terms of the organisational culture of universities, knowledge centres, and MBA centres. It requires different values, norms and ways of thinking about the students. I believe in creating communities, because whether we’re talking about customers or clients, it is better in terms of values to create a community where every member has the support of the community. In terms of the delivery of knowledge, an idea that we have in our programme comes to mind. Every graduate is able to go back to our School and take any course they want for free – so that they can refresh the knowledge and find out about about trends, gain new skills, and so on. What’s important is the sharing of the experience and skills. So, the students receive some of their knowledge from our graduates; they are practitioners, they can share their experience with current students. I think that the changes in the business models are about the relationship, about the creation of community, and being open to the knowledge of our graduates and the students. It should be two-way communication. José M Martínez-Sierra, General Director, UPF Barcelona School of Management Right after I arrived at Harvard in May 2012, there was a headline in the Boston Globe saying that
This is where there is an opportunity to make a university more ‘consumer’ driven and to deliver a more seamless, tailored student experience. In terms of future opportunities, universities need to leverage – and harness – their data. However, that’s often challenging because the data tends to be very siloed and disconnected. Increasingly, universities are asking how they can connect the data across their institutions so that they can have the insights to make the strategic decisions needed to deliver their missions and visions. Also, universities are increasingly exploring and adopting new technologies that support ‘cradle to grave’ – from recruiting the right students to their institutions (those who they know will be successful) to engaging these individuals as lifelong learners (the people who want to come back for reskilling or upskilling). Thinking about all these opportunities, universities are fundamentally questioning how to adapt their business models and embrace digital transformation. Grażyna Aniszewska-Banaś, Associate professor, Canadian Executive MBA Director, SGH Warsaw School of Economics I think that digitalisation changes the consumption patterns, the communication patterns, and requires
ROUNDTABLE ATTENDEES CHAIR David Woods-Hale, Director of Marketing and Communications, AMBA & BGA PANELLISTS Grazyna Aniszewska-Banas, Director of Executive MBA, SGH Warsaw Jane E Armstrong, Senior Director, International Education Industry Solutions, Salesforce Vincenzo Baglieri, Associate Dean of Masters Programs, SDA Bocconi Timothy M Devinney, Chair and Professor of International Business, Alliance Manchester Business School Gerardine Doyle, Associate Dean, UCD,
Michael Smurfit Business School Jose Manuel Martinez-Sierra, Director General, UPF Barcelona School of Management Julio Villalobos, CXO Strategic Advisor, Salesforce
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Ambition | BE IN BRILLIANT COMPANY
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