rethink the business curriculum: build rigorous business administration programs of study © 2010 by...
TRANSCRIPT
Rethink the Business Curriculum: Build Rigorous Business Administration Programs of Study
© 2010 by MBAResearch
James R. Gleason, Ph.D.President/CEO, MBAResearch2010 NCLA, Maumee, Ohio
Repositioning Business/Marketing: Build Rigorous Business Administration Programs of Study
• Environmental scan• Positioning and repositioning• Business Administration • MBA ExecNet • High School of Business™ program model• MBA High School™ • Online learning centers
© 2010 by MBAResearch
James R. Gleason, Ph.D.President/CEO, MBAResearch 2010 Career Cluster Institute
MBAResearch
• Not-for-profit• Consortium of 38 states• Curriculum research center• Assessment center• Professional development center• Advocate of business/marketing ed
© 2010 by MBAResearch
Business EducationEconomics EducationMarketing Education
Business TechnologiesBusiness and Marketing EdEntrepreneurship Education
Finance EducationBPA, DECA, FBLA
vs.business
© 2010 by MBAResearch
Programs of Study• Entrepreneurship• Finance• Hospitality/Tourism• Information Technology• Management/Administration • Marketing• Personal Finance
© 2010 by MBAResearch
Perceptions(Qualitative, anecdotal data)
• EZ • Non-college• Focus on clerical• Fun tech (real tech to tech ed)• Consumer-oriented business• One size (lowest common denominator)• CTSO-based• Dated curriculum• Expensive
© 2010 by MBAResearch
Environment
• Employment opportunities• Perception issues• Mixed focus, inconsistent labeling
© 2010 by MBAResearch
Employment Opportunities
• Reduced demand for clerical (only) support• Increased demand for finance/accounting• Increased demand for marketing• Increased demand for management• Increased for project management!• Increased need for technical literacy!• Varied needs for “true” IT
College required!© 2010 by MBAResearch
Environment
• Current trends in schools • Employment opportunities • Perception issues • Mixed focus, inconsistent labeling
© 2010 by MBAResearch
Trends in High Schools• Down-grading/Eliminating keyboarding• School stores upgraded/eliminated• Down-grading computer applications• Increased demand for personal finance• Increased project-based pedagogy• Increased emphasis on standards• Increased emphasis on certification• Demand for academic integration• Co-op work experience dropped• Enrollment issues• Program elimination• Cross-certification scheduling
© 2010 by MBAResearch
Environmental Summary: • Business adm is #1 in employment opps• Business adm represents 39% of jobs• Business adm is #1 declared major…• Entrepreneurship is top-of-mind nationwide• Business adm is not taught in most HS• “Business” is small part of business ed• “Marketing” is small part of marketing ed• Personal finance is not business• Tech is not business
© 2010 by MBAResearch
Positioning:
The growth and stability of business education will depend on how others perceive the program.
• Administrators• Counselors• Parents• Student peers• Business• Gate keepers
© 2010 by MBAResearch
Concept of Brand• Brand promise (TRUE!)• Consumer oriented• Perception of value• Consistency (product/service)• Differentiated• Recognizable• Marketing for equity• Long-term• Protected equity• Example: MBA High School of Business™ © 2010 by MBAResearch
Business Administration Standards
• Extensive global secondary research• National industry validation• Continuing updates• Executive advisory network
…free!
© 2010 by MBAResearch
Jobs Finance Jobs Marketing Jobs Hospitality Jobs JobsAdministration Jobs Finance Jobs Marketing Jobs Jobs
MarketingMarketing
Management & AdministrationManagement & Administration
FinanceFinance
HospitalityHospitality
Jobs Finance Jobs Marketing Jobs Hospitality Jobs JobsAdministration Jobs Finance Jobs Marketing Jobs Jobs
MarketingMarketing
Management & AdministrationManagement & Administration
FinanceFinance
HospitalityHospitality
Entrepreneurship
Entrepreneurship
MarketingMarketing
Management & AdministrationManagement & Administration
FinanceFinance
HospitalityHospitality
BusinessCore
BusinessCore
Entrepreneurship
Entrepreneurship
MBA ExecNET
• Nationwide• Continuing input; homogeneous groups• Surveys, discussion boards, etc• 20-minute commitment (monthly)• Role: advise, advocate, participate (local)
Regional Drive-in Workshops
• Austin, TX• DC• Eugene, OR• Las Vegas, NV• New Orleans, LA• Orlando, FL• Providence, RIOther sites pending.
© 2010 by MBAResearch
MBA High School™
• Adopt baseline core standards• Involve business community• Establish minimum “program” criteria
• Associated evaluation rubrics• Document student success• Extend professional development• Develop accreditation processes• Market as nationwide brand
© 2010 by MBAResearch
Lessons Learned
• Program structure: career opportunities or college majors (v. delivery systems)
• Business Administration is? CTE
• Standards independent of delivery
• Industry-validated standards
• Integration of academics for reinforcement
• Differentiated curricula
© 2010 by MBAResearch
Lessons learned (continued)
• Nature of Curricula:• Rigorous (v. “hard”)• Relevant (career or college)
• Accounting v. Finance• History…
• General to specialized• Low to high (build on prior k)• Support depth and mastery• P of S philosophy
© 2010 by MBAResearch
Lessons learned (continued)
• Strong pedagogy• High-engagement• Strong accountability (mastery)• Use of technology (tech on every desk)• Use of student research (brief v. lecture)• B-community participation
• Project/Inquiry-based?
© 2010 by MBAResearch
Lessons learned (continued)
• Project-based pedagogy (blended)• Standards-based (begin with end)• Designed around specific PI clusters• Continuing (varied-scope sub-projects)• Project planning incorporated
(e.g., FlowCal)• Research skills incorporated• Balanced with testing/mastery• Balanced with directed • Teacher-facilitator
© 2010 by MBAResearch
Lessons learned (continued)
• Student research skills• Multiple sources (documented)• Data synthesis• Emulate real world
• Short reports w/ documentation• Focus groups, etc.• Tied to real need (service)
© 2010 by MBAResearch
Lessons learned (continued)
• Rigorous professional development• Continuing• Pedagogy and content• Facilitation skills• Curriculum planning• Project planning• Cohort group• Outcomes-oriented
© 2010 by MBAResearch
Lessons learned (continued)
• DATA required• Documentation of need• Enrollment data• Student performance by course• End-of-program proof-of-learning• Certification by exam• Follow-up data
© 2010 by MBAResearch