Business globalization requires advanced knowledge.

Business globalization requires advanced knowledge

The '80s have brought political, economic and scientific developments that set the stage for the new decade. And these changes have shown there is one key word that defines the path that leads us into the new millenium: global.

Increasingly complex and sophisticated technologies have made worldwide multimedia communication possible within seconds. The toppling of governments and the restructuring of entire countries have redefined political alliances. And as the world becomes a smaller place, the globalization of business comes along with it.

At not time has the world been in greater flux. But where is America's place in the new and chaotic international markets? "Our ability to compete internationally faces unprecedented challenges from abroad," reports the President's Commission of Industrial Competitiveness.

As new markets in Asia and Europe emerge overnight, U.S. managers, directors and executives find themselves faced with new situations that require flexibility, broad skills and extensive knowledge. They realize that thinking globally is required if the decline of American business is to be halted. And they turn to the nation's universities for direction and inspiration.

Figures show that the demand by executives for mid-career degrees or training is indeed rising. Since 1974, the number of executive MBA (EMBA) programs alone has increased tenfold to about 100 nationwide.

These programs offer extensive options. For those who've always wanted a second degree, the executive MBA program may be the choice. Others may opt for a more specialized business master's degree, for instance one with a focus on international business. Yet others may prefer the short-term, non-degree programs that key on a specific aspect of management. But the global angle of business has been incorporated into all the universities' programs.

Southern California universities have every reason to be at the cutting edge of things international. Operating briskly with the Pacific Rim countries and Europe, California has become a focal point of foreign interests.

More than 40 percent of Japanese investments in the U.S. are in California, and European businesses are developing an equal interest in the Golden State for acquisitions and joint ventures. Two thirds of California's total international trade volume is centered within a 60-mile radius from downtown Los Angeles. Los Angeles universities, through their links with the business community, offer their executive students not only theoretical training in classrooms but also first-hand encounters with the mover and shakers of global business, industry and politics.

Unlike undergraduate studies, experts are talking to experts in all of the executive training programs. Participants are selected by a rigid admission process that selects only those high caliber people best suited for their respective programs. Students already occupy senior level positions within their organizations.

"Teaching this level of participants is the most exciting teaching experience I have had," says Tim Campbell, professor of finance and economics at USC. "These people are not only smart, they are experienced and savvy. I learn from them and they learn from each other."

EMBA candidates are not traditional students. Most have work experience at the managerial level of at least ten years. The average age of EMBA participants at USC, for instance, is 36 years; at UCLA, 77 percent of all students are under 40 years old.

Participants are drawn from all industries. At the Claremont Graduate School, 40 percent work in manufacturing. Thirty-five percent are from service-related sectors. The remaining 25 percent hold positions in government, agriculture, public utilities, construction, trade and transportation.

Length, format and focus of the programs varies. Most EMBA programs take about two years of part-time studies. UCLA's EMBA program, for instance, is divided into six 16-week terms a one-week in-residence introductory session is followed by eight Friday and Saturday sessions per term.

USC's EMBA students attend one day a week on alternating Fridays and Saturdays, also preceded by a one-week introduction. Pepperdine offers its EMBA over a five-trimester period. Students attend every Friday night and all day Saturday and are also expected to attend management laboratory sessions during weekday nights.

Claremont allows its students to follow their own pace. They will be awarded their EMBA after taking 24 two-unit courses. One two-unit course meets seven times for three hours each. In addition, the graduate school offers an Advanced EMBA for students who want to build on an MBA, EMBA or other related degree. Students are required to take 14 two-unit electives and four practicum units.

Juggling a demanding full-time job and weekends in school - not to mention up to 12 hours of homework every week - does place a strain on participants. But most seem to think that the stress ultimately pays off.

Says Mark Shmagin, assistant vice president of Bank Leumi, who attended USC's program: "My career path and perspective of industry has become globalized. The opportunities for the future, for me and for my organization, seem unlimited."

Andra Racibarskas, vice president and manager of Agfa Matrix Division's Electronic Image Storage Systems Group assesses UCLA's program: "The program had a significant effect on my ability to attain a better position within my company and to be a better decision-maker."

Turning the specialist into a generalist is the main objective of most EMBA programs. The understanding of the globalization of business is a key component. More specific areas of study can include an examination of the impact of political systems on business; the effects of Federal Reserve decisions; or the consequences of regulatory legislation. In addition, participants also receive advanced training in more traditional skills such as strategy development, market analysis and executive development.

Besides regular class sessions, the universities pride themselves on special features of their programs. UCLA emphasizes that their program brings students in touch with top corporate and government officials. USC's program includes two visits to foreign markets, usually one in Europe and on in the Pacific Rim region. Pepperdine offers its management laboratory session where, on occasion, experts will provide topical information on such fields as tax law and marketing trends.

Technology Management (MSTM), beginning this fall, a class of only 25 executive will be familiarized with ways to integrate technology into the strategic objectives of their organizations.

Pepperdine's program evolved from the recognition that, even though technological innovation may still be the hallmark of American industries, countries such as Japan have gained the competitive advantage. U.S. business has to relearn what the Japanese have learned so well from us and become able to effectively manage these technological advances in order to stay competitive.

Program participants will be selected from marketing, finance, operations, human resources and R&D areas. Over a five-trimester period, they will get an overview of the challenges of international competition. They will also ascertain the effects of technology of global business.

Classes are scheduled every third Friday and Saturday. In addition, two 12-day trips to a Pacific Rim and a European country will supplement the theoretical knowledge with first-hand observations.

The international focus of Pepperdine's MSTM is also reflected in USC's IBEAR (International Business Education and Research) MBA Program. Limited to 48 participants, the intensive one-year course emphasized international and Pacific Rim studies.

Unlike other programs that require a part-time commitment, IBEAR is an accelerated MBA program where students attend six hours of classes everyday Monday through Thursday, complemented by field trips or workshops on Fridays.

Class titles include: Managing the Human Side of the Organization; Global Finance; and Multinational Marketing. Upon completion, students are awarded USC's MBA degree.

Although all EMBA and specialized master's studies attract participants from all over the world, IBEAR is particularly multinational. About 65 percent of the students in the past two years came from Asian countries. Other nations represented include Italy, the United Kingdom, Mexico and Pakistan.

For those executives who want to update their knowledge and skills in a particular area of expertise, specialized short-term studies may be an alternative to the strenuous regimen of an MBA or a related master's degree program. Often a seminar of workshop format, these programs can be of any length from one-day meetings to 18-week courses. These comparatively brief training programs are particularly suitable for managers, directors and executive who will soon assume greater responsibilities.

One of the lengthier programs, the Managerial Policy Institute (MPI) at USC, for instance, meets one evening a week (4 to 9 PM) for 15 weeks. Two intensive weekends supplement the learning experience.

Geared towards individuals who will move into general management positions, this program updates participants with leadership theory, sharpens their decision-making skills and helps them explore social, political and economic conditions and their impact on business.

More specific shorter seminars are also part of USC's curriculum. The Service-Driven Organization Seminar (SDOS) - a four-day program - demonstrates the effects of a service-driven firm on profit and market share. Students will discuss the role of service in today's marketplace and evaluate the role of the executive in this process. And there's a special bonus to this program: its organizers are so confident of this success that they guarantee a full tuition refund to those who are not satisfied with its content or presentation.

UCLA's Executive Program (EP) seems like a shortened version of the EMBA. One of the oldest of such programs, it was begun in 1954 and has served more than 3,000 managers from around the world. During one weekly class meeting over two 13-week terms, the learning focus is on improving the decision-making process, understanding the external economic environment and enhancing the effectiveness of working with colleagues.

In the more intensive, higher level setting of the Advanced Executive Program (AEP), top executives explore how to implement change in spite of adverse conditions. The two-week all-day program examines the future of global business from three perspectives: strategic, environmental and organizational.

It teaches how to handle the global challenges that face the American business community, how to assess the political climate and its impact at home and abroad and how to create an organization that is both directed and flexible.

Tuition fees for all these programs - be they executive MBA, specialized master's studies or seminars - are quite steep. They can range from $800 for a two-day seminar to $18,250 per year for a two-year EMBA program. Due to this high cost, corporate sponsorship is not only desirable for an individual but also required for admission by some universities.

Class sizes are very small and a rigid admission process - that may bring back memories from college days - is applied to select the best suited participants. Particularly for the EMBA programs, applicants have to take the GMAT (Graduate Management Admission Test) which is, in essence, a more sophisticated version of the SAT.

Letters of recommendation, level of job responsibility, work history and evidence of leadership are other criteria. Once admitted, students must keep up with homework assignments and maintain a minimum grade average of B.

For more information about the above programs, please call Pepperdine University (all programs) at (213 568-5730. USC: EMBA at [phone]; IBEAR at [phone]; MPI and SDOS at [phone]. UCLA: EMBA at [phone]; EP and AEP at [phone]. Claremont: EMBA and AEMBA at [phone].

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