EFMD MBA Annual Conference Milan, Italy 2-4 April «Mining the Value Proposition of MBAs»

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1 EADA Spirit Núm. 02 Abril 2008 No. 02 April 2008 Editorial EFMD MBA Annual Conference Milan, Italy 2-4 April «Mining the Value Proposition of MBAs» I recently had the honour of acting as the Chairperson for the annual MBA conference hosted by the Efmd (European Foundation for Management Development). Together with Guilio Toscani I spent three days of intensive networking activities amongst the leading academic institutions where we reflecting about the present and future employability of MBA and Master and what value propositions the programmes provide to their participants. It was interesting to see how a historical debate about whether the MBA programme in general has become a «commodity» that holds questionable value in the corporate employment market has change drastically. Neither participants nor academic institutions nor corporate recruiters doubted about the value and opportunities open to good strong Masters graduates. Programmes have evolved considerably over the last five years and they certainly tend provide a solid mix of technical knowledge, managerial skills and strategic vision. Corporate recruiters at the conference where emphatic about the desire to incorporate Master graduates and the opportunities to grow within their companies. The challenges they cited most frequently where 1) introducing a bit of humility in the «master of the universe» morality and 2) showing an ability to get results. I recently had a chat with a graduating class of MBAs and told them that they will now enter into a continual period of «job insecurity». Not because they won t find good jobs we all end up working almost all of our lives and well trained, motivated professionals are certain to hold interesting jobs. The insecurity comes from not knowing exactly how your career will progress. What is certain is that it will entail change. Change of responsibilities, change of departments, change of country, change of company. Your career will evolve and change and, as professionals, we must expect and get comfortable with that. That is the natural evolution of a successful Master graduate. That orientation is what sounds so fascinating at the pre-master phase and is what is so disconcerting afterwards. I encourage you to be forward thinking. The solid work that you do today will be the platform for your professional evolution tomorrow. Your professional path will hold surprises some that will seem wonderful and others that will challenge your basic desires, ambitions and priorities in life. Enjoy your work, balance your priorities and remain true to a few deeply held values that will help guide you in the difficult decisions. David L. Dinwoodie General Director EADA International Management Development Centre Barcelona, Spain

2 Noticias EADA EADA News RANKINGS RANKINGS Es un placer informaros que en el nuevo ranking del Financial Times para el 2008, EADA ha escalado del puesto 100 hasta el nº 95 en el mundo y hasta el lugar nº 25 en Europa. Además EADA ocupa las siguientes posiciones en el ranking del Financial Times: It is a pleasure to inform you that according to the new Financial Times Ranking for 2008, EADA has rise from position 100 to 95 in the world and 25 in Europe. Moreover, EADA s positions in the Financial Times ranking are as follows: Relación calidad/precio: 1ª en España y 13ª del mundo Value for Money: Ranked 1 st in Spain and 13 th in the world Desarrollo Profesional: 2ª en España y 5ª del mundo Career Progress: Ranked 2 nd in Spain and 5 th in the world Departamento de Relaciones Alumni y Empresas Alumni Weekend 2008 Alumni & Corporate Relations Department Alumni Weekend 2008 El pasado fin de semana, viernes 17 y sábado 18 de abril, se organizó para los colectivos de alumnos y exalumnos de los programas full time MBA y programas Masters el EADAAlumni Weekend en las instalaciones de PortAventura. El tema central de la jornada fue Liderazgo, deporte y solidaridad. Asistieron más de 100 participantes entre alumnos actuales y exalumnos. El viernes tarde tuvimos la oportunidad contar con la presencia de Jil Van Eyle, quien nos dio a conocer la iniciativa Teaming y el impacto de trabajar en equipo y de Andreu Enrich, exalumno del programa Master en Marketing, nominado por el Comité Olímpico Español como «Deportista Solidario del año», que presentó su ONG «Stick amb India». On April 17 and 18, the EADAAlumni Weekend took place at PortAventura. The event was organised for current students and alumni from full time MBA and Masters programmes and the theme was Leadership, Sports and Solidarity. More than 100 participants attended and the weekend included a variety of activities. Friday afternoon we had the pleasure of welcoming Jil Van Eyle, who introduced Teaming and its impact on team work, and Andreu Enrich, alumnus from the Master en Marketing recently nominated for «Deportista Solidario del año» (Athlete of the Year for Solidarity) by the Olympics Committee for his NGO «Stick amb India». Durante la mañana del sábado se organizó una gymkhana por las instalaciones y atracciones de PortAventura y por la tarde se dieron a conocer los tres equipos ganadores. Saturday morning a sporting event was organised in PortAventura and in the afternoon the three winners were announced.

3 La variedad de indicadores utilizados en los rankings permite una evaluación bastante objetiva de la escuela y del programa MBA. Entrevista a Giulio Toscani, Director del International, Full Time y Part Time MBA de EADA Escuela de Alta Dirección y Administración. (educaweb.com 14 de enero de 2008) Qué importancia tienen los rankings a la hora de medir el prestigio de un MBA desde la perspectiva de la Escuela de Negocios? El prestigio de la escuela de negocios se mide con los rankings, las acreditaciones y el posicionamiento a nivel mundial. Estar en el Financial Times influye positivamente como uno de los tres factores de prestigio. Considera que los indicadores que se utilizan para medir la calidad de un MBA, en estos rankings son adecuados o por el contrario, cree que deberían tener en cuenta otros aspectos? La variedad de indicadores utilizados en los rankings permite una evaluación bastante objetiva de la escuela y del programa MBA. El único factor que quizás es difícil de medir es el salario de los graduados. La recopilación de estos datos no es contrastada con ningún dato oficial sino que está basada en las respuestas de los alumnos a un cuestionario. Además este parámetro tan subjetivo tiene un valor mayor que el resto en el resultado final. Part-time, full time, a distancia, semipresencial, presencial, etc. Qué ventajas e inconvenientes plantean las distintas metodologías del MBA? Existe un perfil de alumnado específico para cada una de estas modalidades? La experiencia transformadora de EADA se basa principalmente en la metodología presencial, independientemente de tiempo parcial o de tiempo total, lo que se requiere es un compromiso en la interacción constante con los otros participantes a nivel de participación en la clase y el trabajo en equipo. Es este compromiso además de los contenidos académicos, lo que permite el desarrollo de las habilidades directivas que constituyen el valor añadido de un MBA. Qué criterios debe tener en cuenta un estudiante o profesional a la hora de escoger el MBA que se adapte mejor a sus necesidades formativas? Los criterios más comunes son, relación calidad precio, duración del curso y país/ciudad de la escuela. Uno de los aspectos que los estudiantes tienen en cuenta en el momento de elegir un MBA es el precio. Cómo se justifica la gran diferencia de coste entre unos y otros? En general, qué aspectos hacen incrementar el precio de estos estudios? La logística de un MBA es por sí misma muy compleja, más aún hablando de un MBA Internacional formado por estudiantes de 40 nacionalidades distintas, por qué el modelo presencial requiere desplazamientos continuos antes, durante y después de cada programa MBA. Otra parte importante del coste de un MBA es dedicada en la captación de profesores preparados, con una didáctica excelente y metodología congruente con los principios de la escuela y, además que pueden dar clases en más de un idioma. Y por último y más importante, porque va directamente en beneficio del participante, es que muchos contenidos se realizan en pequeños grupos y ello requiere de la participación de varios profesores a la vez. «The variety of factors used in the rankings allows for a fairly objective evaluation of the schools and their MBA programmes.» Interview with Giulio Toscani, Director of the International, Full Time and Part Time MBA programmes at EADA Escuela de Alta Dirección y Administración (educaweb.com 14 de enero de 2008) How important are rankings for measuring the prestige of an MBA programme from the point of view of a business school? The prestige of a business school is measured by a school s rankings, accreditations and position internationally. Appearing in the Financial Times has a positive influence, as it is one of three factors. Do you think that the factors used to measure the quality of MBA programmes are appropriate, or do you think other aspects should be considered? The variety of factors used in the rankings allows for a fairly objective evaluation of the schools and their MBA programmes. The only factor a bit difficult to measure is the salary of graduates. This information is not compared with any official data, and is based on responses to postgraduate surveys. Moreover, this subjective factor carries a lot of weight in the final ranking. Part time, full time, distance, semi-presential, presential, etc. What advantages and disadvantages does each type of MBA programme have? Is each programme designed for a candidate with a specific profile? The transformative experience of EADA is largely based on a presential methodology, regardless of whether it is a full time or part time programme. It requires a commitment on the part of the participant to interact constantly with classmates, both in class and during group work. It is this commitment, together with the academic material, which develops the management skills that give EADA s MBA added value. What criteria should a candidate use to choose an MBA that meets his or her professional development needs? The most common criteria are the ratio of price/quality, the programme length, and the country or city where the school is located. One of the aspects that participants consider when choosing a programme is the price. How can the wide range of prices among MBA programmes be justified? In general, which factors make the price of the MBA rise? The logistics of an MBA are very complicated, and even more so if we talk about an International MBA made up of students from 40 different nationalities, because the presential model requires participants to be willing to move around before, during and after completion of the programme. Another important part of the cost of an MBA relates to the hiring of experienced professors with a dynamic style and a methodology congruent with the philosophy of the school, who are willing and able to give classes in more than one language. Finally, and perhaps most importantly as the student can see the direct benefit, many activities are carried out in small groups, which requires the participation of several professors at once.

4 Novedades en EADA What s new at EADA? NEW PROGRAMME! International Master in Hospitality Management Passion for service in the hospitality industry EADA will launch in October the new International Master in Hospitality Management for young professionals interested in this industry. The programme will be 100% practical and will include the support of executives from leading companies in the area. One important part of the programme will be the Management Trainee Programme (MTP). The MTP will offer challenging work assignments combined with a complimentary learning component. The Management Trainee Programme can take place in any country of the world and will be a 3-4 month fulltime job during the summer term (May to August). The main areas that will be covered in the IMHM will be: Hotel chains and independent hotels Catering companies / Restaurants Consulting Travel industry For more information: New seminar in Bangalore For the first time this year, all the participants of the International, Full Time & Part Time MBAs will have the opportunity to go to Bargalore, India, for one week in August after the programme has finished. EADA has organised a seminar in Bangalore with our partner, the Indian Institute of Management Bangalore (IIMB): «Doing Business in India». Every year the seminar will be in a different country and next year it will take place in HAAS Business School Berkley in San Francisco, US. Antiguos alumnos dan clases en el MBA El próximo mes de junio empezarán las materias optativas del MBA y contaremos con antiguos participantes para dar cursos tan diferentes como: La venta emocional: cómo vender un objeto de cuatro ruedas usando el corazón. Nausica Riccio MBA Part Time Creative Personal Branding. Jürgen Salenbacher International MBA From Global Strategy Definition to Marketing Mix Development: Unilever s Magnum Ice Cream Example. Daniele Palmieri & Remigio Allegrozzi International MBA Creando un PYME. Aplicación de un MBA Paso a Paso. Ferran Núñez MBA Part Time Sala de ordenadores y CdD planas. Este año ha habido algunos cambios tanto en esta sala como la remodelación en nuestro Centro de Documentación (CdD), mesas y sillas de un color más corporativo. Como una imagen vale más que mil palabras, os pasamos a mostrar la nueva sala de ordenadores que EADA tiene en sus instalaciones de la calle Aragón, equipado con pantallas Self-access room & CdD A picture is worth a thousand words. With this in mind, we are including a photo of EADA s new computer room on the main campus on calle Aragó, complete with flat screen monitors. This year also brought changes to the Centre of Documentation (CdD), with new tables and chairs in EADA s signature colour.

5 Noticias antiguos Alumnos Alumni News ENTREVISTA INTERVIEW REGIONAL CHAPTERS Metin Karaboga International MBA What happened when you finished your MBA? Even though my MBA involved lots of fun, it was also hard work and after it finished I went for several weeks to Germany and Turkey to meet friends, family and to take a short break. Shortly after, I used the opportunity to study an additional semester in a Partner Business School in Nice, France, at EDHEC Business School. I studied one semester in a Master of Finance degree program. It was a great experience and I deepened my financial knowledge, but even more, I realized what a great school EADA is. One of the main differences I saw were the real cases and the way of teaching, which was much more practical and useful. Also and very important, were the relationships with professors at EADA. Este pasado mes de febrero los directores de programa Jordi Díaz, Director Masters y Giulio Toscani, Director MBA, junto con los representantes de EADA, estuvieron en Latinoamérica para celebrar los Regional Chapters que tuvieron lugar en: Brasil, Colombia, México, Argentina y Chile. A todos ellos asistieron antiguos alumnos de EADA para compartir su experiencia con los nuevos candidatos. Os animamos a seguir asistiendo y agradecemos de nuevo vuestra colaboración. Before finishing my semester there, I got an offer to come back to Barcelona to work for HP as an operations specialist for MEMA. I took the job and I am back in town. Since December, I have been working in HP. 27 de febrero Buenos Aires (Argentina) Are you in touch with the school? Of course, I had to visit the school after I was back. Some weeks ago, I was invited to participate in the last AMBA accreditation meeting with former students, where I was pleased to be invited. This summer I will also join a week-long course, «Doing Business in India», in the Indian Institute of Management of Bangalore with former and current MBAs. In short, I can say that I will keep in touch with the school to find further opportunities and to participate whenever I can. What are your classmates doing? First, I would like to mention that they are not just classmates and very good contacts, they are friends for life. I am still in contact with several classmates who are all around the world. You can find them from Australia to Canada, from Colombia to Egypt and from China back to Spain. They are working in various areas and companies from consulting companies to big global players like Siemens and Morgan Stanley. Some of them have started their own businesses. Overall, there is a consensus that our MBA definitely helped us grow personally and professionally. What is your perception of the school like now, after finishing the MBA? Now, after my MBA I am realizing even more how good the education is that I received. After participating in a semester in another business school, I see that we got great experience, increased our knowledge and improved our skills. I can say that my perception of the school just keeps getting better and better, with every new situation I face every day. 16 de febrero Sao Paulo (Brasil) 23 de febrero México DF (México) How do you see EADA in 5 years? EADA has improved very much in the last few years and continues to improve. Right now, we are one of the Top 50 Business Schools in Europe and one of the Top100 in the world. I see that EADA is getting more and more appreciation from businesses. I think its image in the minds of professionals and businesses will improve even more, which it deserves. 21 de febrero Bogotá (Colombia)

6 PROMOCIONES CAREER MOVES NUEVAS EMPRESAS START UPS Aldo Zepeda y Jordi Navarro MBA Full Time Socios fundadores de ITour administracion@itour.com De proyecto académico a empresa ITOUR es una guía turística digital con GPS que nace como un proyecto para cubrir las necesidades latentes de los turistas que a menudo experimentan en los viajes y que probablemente todos vosotros también habéis compartido alguna vez. Daniele Palmieri International MBA daniele.palmieri@unilever.com After graduating from EADA (International MBA), I worked for Bain & Company Italy for about 1.5 years, covering several projects on consumer goods, utilities, strategic due diligences and cost control. Currently, I m working for Unilever (1 years and 2 months) as global strategy manager, ice cream category in Rome. Key tasks of my role are: - Define the global category strategy according to our brand strategies. - Carry on projects to grow our business globally, including Developing and Emerging markets deep-dives and analyses. - Support strategic projects within the global category, build the business case and define market tests (route to market, roll out plan, etc). - Monitor competitor actions and understand their business model vs our business model. - Support the Senior Vice President to prepare strategy presentations for the Unilever Board. Strategy is a challenging job, you have to understand what you are doing better and different vs competition and suggest longterm actions to further strengthen your position. However, at the same time, it s very exciting, because you need to talk and meet a great variety of people; you have to be pragmatic and sometimes very creative, which you wouldn t expect from strategy! I m very satisfied with my current role: being part of a global team gives me extensive exposure within the company, and in about 1 year I was invited to attend several senior events. This of course helps me to speed up my learning process and to build a very strong network within the company. La idea surgió a raíz del proyecto final realizado para el MBA y enfocado al sector turismo. Gracias a la diversidad cultural y de profesiones dentro del grupo, ahora la idea es toda una realidad. Barcelona es el escenario perfecto para poder emprender lo que ahora, cinco meses después de haber concluido el MBA, es nuestra empresa. Entre nuestros clientes podemos nombrar el Hotel Arts de Barcelona, Hotel Arts Miramar, Hotel Axel, Hotel Regina, Hotel Pulitzer y el Casanova de Rafael Hoteles. DÓNDE ESTÁN TRABAJANDO? WHERE ARE THEY WORKING? Manuel Tamayo Rotzinger (México) International MBA manuel.tamayo@ge.com Desde hace un año y medio Manuel está trabajando en GE Capital Solutions, como Sales Manager para México y Latinoamérica. Su objetivo va desde generar nuevos clientes hasta la administración y atención de clientes actuales. También lleva a cabo la asesoría financiera y de venta de productos de esta área así como arrendamientos y reestructuras de deuda. Miguel Vilaplana (España) MBA Part Time miguelvilaplana@gmail.com Saludos a todos desde los increíbles USA! Cuando acabé el MBA en EADA, esperamos unos meses y con mi mujer nos mudamos a los USA. Estoy en Johns Hopkins University, como Postdoctoral Research Fellow. Mi trabajo aquí es una combinación de clases con unos trabajos en bases de datos de pacientes. Es un trabajo bastante agradable que permite tener tiempo para disfrutar de los alrededores de la ciudad y de escapadas a Washington, Philadelphia, NY Hay un gran ambiente y he decidido entrar en el MPH que tiene la escuela -1º del Mundo!- y la clave ha sido ser MD, MBA. Posteriormente volveré a España, pero en los USA podría entrar en el mundo de la consultoría (McKinsey o BCG) o de la empresa farmacéutica (Amgen, Pfizer, Genetech ), puesto que en varias Career Fairs al ver MD, MBA me han augurado un buen futuro. Buena suerte and keep on moving!!

7 BODAS Y NACIMIENTOS WEDDINGS & BIRTHS Leandro Cordero (ARG) Fernando Rodríguez (SAL) FIN FT Yocelin Cruz (MEX) Roger Méndez (CR) Giovanni Jiménez (SAL) Mi esposa! Carlos Pliego (MEX) Ricardo Lora (PER) FIN FT Rona Pinto & Gerrit Goedecke (International MBA ) are delighted about the arrival of their lovely baby daughter, Zoe, born on 21 July Even though Rona and Gerrit appear in the Weddings and Births section, they are also an EADA couple, as they met in the International MBA. This edition we have two couples that could appear in both sections! De izquierda a derecha Roger Méndez (CR) MBA Full Time , Leandro Cordero (ARG) MBA Full Time , Fernando Rodríguez (SAL) Master en Finanzas , en el centro Giovanni Jiménez y su esposa Mª José López, Yocelin Cruz (MEX) MBA Full Time , Carlos Pliego (MEX) MBA Full Time , Ricardo Lora (PER) Master en Finanzas Giovanni Jiménez MBA Full Time se casó con Mª José López Jiménez el pasado 11 de agosto de 2007 en Apaneca, Departamento de Ahuachapán, El Salvador. Lograron reunir a siete antiguos alumnos de EADA de México, Perú, Argentina y Costa Rica y lo pasaron como en los mejores tiempos en Barcelona. PAREJAS EADA EADA COUPLES Iñaki León y Elsa Bautista (MBA Full Time ) se conocieron en Eada realizando el MBA y no dudaron en casarse el pasado 13 de octubre de 2007 en México D.F. en la iglesia de San Agustín. Tanja Vasiljevic (International MBA ) y Álex Noriega (Logistics & Supply Chain Management ), han sido padres recientemente de un precioso niño, Alexander, que nació el pasado 28 de febrero de 2008 y pesó 3,5 Kg. Tanja y Álex como podéis ver salen en el apartado de nacimientos, pero también los mencionamos aquí como pareja EADA, pues desde que hicieron el MBA y Master respectivamente, son pareja. Ahora Álex está trabajando como Senior SAP Consultant en Birchman Group y su es: alejandro.noriega@birchmangroup.com, Tanja trabaja como Project Manager & Leader, Personal Care Products en Goodmark Group y podéis contactarla en: tanja.vas@goodmarkgroup.com.

8 EADA EN EL MUNDO EADA IN THE WORLD Queremos abrir una nueva sección para que nos mandéis vuestras fotos con artículos de EADA por todo el mundo. Para empezar y como muestra, tenemos a Giulio Toscani Director del MBA haciendo jogging en Egipto vistiendo una camiseta EADA. We would like to open a new section in order you send us your pictures with some Eada item around the world. To start and show how it works, Giulio Toscani Director of the MBA jogging in Egypt wearing an EADA T-shirt. PRÓXIMAS FECHAS REGIONAL CHAPTERS Mayo 2008 May /05 Santo Domingo (República Dominicana) a las 18h. Universidad Madre y Maestra. Para cualquier información contactar a: regional.eada@eada.edu FORTHCOMING REGIONAL CHAPTERS Junio 2008 Juny /06 Paris (France) at 6 p.m. at the «Museum d histoire naturelle» (5 th area) For any information contact at: regional.eada@eada.edu Querido antiguo alumno, por favor mantén tus datos actualizados tanto laborales como personales, empresa, cargo, teléfono, país. Puedes mandarlos a: spirit@eada.edu Gracias por tu colaboración. Dear Alumni, please keep us updated on your career moves a well as your changes, company, post, phone and country which can be sent to: spirit@eada.edu Thanks for your collaboration. Participar es fácil Participar en EADA Spirit es muy fácil. Si has empezado un nuevo negocio, si ha habido algún cambio profesional, (promoción reciente o traslado) te agradeceremos que nos mantengas al día enviando un a: spirit@eada.edu, explicando tu nuevo trabajo y facilitándonos tu nuevo cargo, empresa, país y de contacto. También puedes participar en el apartado de Bodas y Nacimiento: envíanos una foto y incluyendo el lugar, fecha y nombre del esposo/a. Para los nacimientos debes facilitarnos una foto, nombre completo del bebé, lugar y fecha de nacimiento. Participate is easy Participating in the EADA Spirit is very easy. If you have started your own business on, if there are any career changes (recently promoted or relocated), I would be grateful if you can update us by sending an to: spirit@eada.edu. Please send details of your new job and include new position title, company, country and a contact . Moreover, you can participate in the section Weddings & Births by sending a picture including the place, date and your partner s name for weddings or sending a picture of your baby, including the baby s full name and date and place of birth. Queremos dar las gracias a todos los que han contribuido y esperamos vuestras futuras participaciones. We would like to thank everybody who contributed and we are looking forward to your future participation. Fundación Privada Universitaria EADA CIF ESG Telf: (+34) C/ Aragó 204 Fax: (+34) Barcelona (Spain) spirit@eada.edu CP