商管學院在職 MBA白地策略

在職專班MBA在台灣發展近十餘年，二至四年的管理碩士學位學程給三年以上工作經驗的在職人士進修管道，各校的教育目標為培育具有前瞻思維的管理領導人才，也是高等教育體系近年來發展最迅速的領域。由於在職MBA學程提供兼顧工作的上課時間，在經濟不景氣時期學生對這種在職專班需求較高，因此，各校相繼投入或擴展管理在職MBA學程，台灣各大學商管學院在職MBA競爭越來越激烈。在如此競爭激烈的環境下，在職MBA以何種策略才能發揮具有特色的MBA目標? 本研究採用白地策略研究方法，找出在職MBA的價值所在、辨識關鍵資源、關鍵程序並提出一個可行的白地策略。本研究透過問卷調查沒有報考在職MBA者的理由與背景分析，並訪談已修讀過的畢業校友、學生、老師、執行長，找出在職MBA的價值所在；參考國內外知名MBA排名權重搭配本研究的訪談結果，辨識在職MBA的關鍵資源與關鍵流程。研究發現學校品牌口碑、對社會的影響力是在職MBA的價值所在，而老師與課程、學生、校友是重要的關鍵資源之一，學習與人脈網絡平台是關鍵流程。設定報考條件、篩選標準，遴選具有學習熱情、有領導與服務的人格特質的學生是促成未來二年優良學習平台的關鍵之一。學生背景越多元越有助於互相學習與較好的學習效果。透過AACSB國際認證，商管學院在職MBA的教育目標與驗證機制應實地串連，與創業有關的學習效果應該配合現況趨勢定期檢討並調整課程內容。人脈平台的需求越來越強烈，也是影響各校競爭與報考者選校的關鍵因素。

關鍵字

白地市場；白地策略；在職MBA

並列摘要

Part-Time MBA programs which are 2-4 years master's degree program in business administration had already developed in the past decade in Taiwan, providing the part-time students for advanced studies. The students typically have at least three years of working experiences. Many business schools’ education goals are to lead students with the proactive thinking and cultivate management leadership. In recent years, the fastest growing area in higher education system undoubtedly is business school. Demands of Part-Time MBA Programs increase during the economic downturn since the programs provide students attend classes while working. Now, many schools have invested resources and expanded the program to meet the students’ needs. Therefore, business schools in Taiwan are so competitive nowadays. In such a competitive environment, how to develop a more distinctive Part-Time MBA program is a real challemge. This research is based on the White Space Strategy to discuss the value of part-time MBA programs and to identify key resources and key procedures. With questionnaire survey and interview method, this study analyzes the survey results and interviews people including alumni, students, teachers, directors of Part-Time MBA and EMBA programs and people who did not apply for admmision. The results of this study show that the value of part-time MBA program is the brand reputation and the influence on society of the school. In addition, the curriculum, teachers, students, and the alumni are the key resources. Learning and personal network platform are critical process. In this study, setting a high requirements for addimission and selecting the student who has passion for learning and personality traits of leadership and service are the crux to provide the key resource to promote a good learning platform. Therefore, the students with multi-cultural backgrounds can help them to learn more from each other and get more learning achievement. Finally, through AACSB international certification, the education goals of Part-Time MBA programs must relate to the accreditation mechanism. The learning achievement with entrepreneurship should be regularly reviewed and the course content need to be adjusted. The rising demand for personal network platforms has become the key factor influencing applicants’ choice of programs and competitions between schools.