Thoroughly
modern management
Recruiting talent with the right expertise is more crucial than ever, so to teach management skills as effectively as possible we must focus on updating the MBA curriculum, says Renata Blanc at Porto Business School
I n recent years, discussions have emerged over the diminishing value of the MBA. From a corporate perspective, business schools have faced criticism for focusing too much on profit maximisation, neglecting the growing need for leaders who champion sustainable and socially responsible practices. Additionally, the rapid advancement of artificial intelligence and digital technologies requires professionals who are not only digitally proficient but also excel in critical thinking, leadership, flexibility and adaptability skills – something that is often underdeveloped in traditional MBA programmes. From a candidate’s perspective, the value of MBAs is also being observed through lenses that have not remained stable. There is a noticeable shift towards programmes that offer more customisation, prioritise flexible and experiential learning approaches over traditional lectures and cover contemporary topics such as sustainability and AI, as well as offering strong corporate connections.
In response to these evolving needs, in May 2023 Porto Business School undertook a comprehensive redesign of its full-time MBA programme to ensure that it remained relevant and valuable by adapting to multifaceted changes in the business world. Taking the initiative on redesign The school took a comprehensive approach, looking inward, outward and beyond. Stage one involved a thorough analysis of the existing programme, along with feedback from students, faculty and partner companies. For the outward focus, we performed extensive benchmarking, examining top-ranking programmes and detecting opportunities for improvement. Looking beyond comprised a deep trend analysis to identify and anticipate relevant tendencies in order to ensure that our MBA offering stays ahead of the curve. Our analysis revealed that the MBA was perceived as offering the perfect blend of a unique live-and-study experience, high quality education and significant career prospects. The vibrant and culturally rich city of Porto, which is increasingly becoming a hub for multinational companies, was seen as an excellent place for a
34 | Ambition | JULY/AUGUST 2024
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