full-time experience. Additionally, the cohort characteristics were considered a plus. Composed of up to 45 students from across four continents (Europe, Asia, America and Africa), the cohort averages 11 years of professional experience, offering diverse perspectives and robust networking opportunities. The curriculum, taught by frequently cited national and international academics alongside industry professionals, emphasised practical, global and topical business knowledge. Additionally, the school’s strong corporate partnerships were seen as sources of important access to projects and job placements. In this process, we developed a programme that is customisable and designed to prepare the leaders of the future. This covers the need to be digitally savvy, adaptable and innovative with solid problem-solving skills, ready to drive businesses toward sustainable and socially responsible practices. Introducing increased flexibility One of the most significant innovations was the introduction of customisable programme duration. Recognising that a traditional MBA structure of more than one year might not suit everyone, we developed an accelerated 11-month format for those looking to fast-track their careers and a 15-month format for those who prefer a more gradual pace with a greater number of immersive experiences such as internships and additional international exchanges. This flexibility has resulted in 25 per cent of students opting for the 11-month programme and 75 per cent for the 15-month format. A cornerstone of this redesign was embedding sustainability throughout the curriculum, honouring Porto Business School’s commitment, as one of the 47 BGA-accredited business schools worldwide, to prepare responsible managers. Understanding that the future of business has to promote sustainable practices, we integrated these themes into every core course. Accounting and finance now cover sustainable investment strategies and the long-term impact of financial decisions on society and the environment. Operations and supply chain management now include sustainable sourcing, waste reduction and energy-efficient production processes. Marketing courses discuss sustainable branding and consumer behaviour, emphasising the importance of transparency and ethical practices, how to craft messages for increasingly eco‑conscious consumers and build brands that are synonymous with sustainability. Besides integrating sustainability into the core curriculum, we also introduced new electives centred on sustainability and an optional sustainability certificate. Some 61 per cent of the class opted to achieve this specialisation. A focus on innovation, technology & entrepreneurship Another pillar of this redesign was putting innovation, technology and entrepreneurship at the core of the programme. Innovation and entrepreneurship-related courses gained a new life through content redesign and an increase in the number of hours, onboarding new faculty and adding new teaching methods that emphasise hands‑on learning, through projects where students can apply innovative thinking to real-world challenges.
A dedicated entrepreneurship track was introduced, featuring workshops, mentoring sessions and an entrepreneurial elective lab. Students enrolled in this track embrace a journey that culminates with the presentation of an entrepreneurial project ready to be discussed with potential investors. Successful ventures receive continued support and guidance, ensuring their growth and sustainability in the competitive market landscape. Around 30 per cent of students opted to follow this track. By integrating these elements into the core of our MBA programme, our objective was to prepare graduates who are not only adept at navigating the complexities of modern business, but also capable of driving innovation and creating transformative solutions in their respective industries. Customisation & specialised learning I have witnessed a significant shift towards customisation as a means of addressing the preferences of the me-centric customer – ie the modern MBA candidate who seeks personalised learning experiences tailored to their individual interests and career goals. Traditionally, customisation in MBA programmes has been focused on factors such as programme duration and elective course selection. We played that game but improved upon it by concentrating on five pivotal areas: accounting & finance, sales & marketing, management & strategy, innovation & entrepreneurship and analytics, tech and AI. This has allowed students to do a deep dive into their chosen domains, acquiring specialised knowledge and skills that align with their post-MBA career aspirations.
36 | Ambition | JULY/AUGUST 2024
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