Chulalongkorn Business School overhauls management programme

Asst. Prof. Dr Wilert Puriwat, dean of Chulalongkorn Business School, said that since its launch in 1984, the school has kept the MMP up to date. The MMP responds to the need for executives to have the proper business management skills and knowledge to develop brands, organisations, and eventually the country. Today, successful executives must learn the specific management skills that fit the changing context of business practices.
“This year, Chulalongkorn Business School improved our MMP in terms of the content, speakers, practitioners, and overseas study trip programmes. The improvements enable learners to apply knowledge in practical applications, create new ideas, and gain digital management perspectives through online and offline platforms. The objective of the MMP improvement is not just to bring modern executives on par with international standards, but to go beyond,” said Wilert.

Wilert added that the MMP distinguishes itself from other executive education programmes by having a significantly higher proportion of managerial content. The MMP consists of 60 per cent practical knowledge and 40 per cent networking and relationship-building activities, which are also important.
Assoc. Prof. Dr. Supol Durongwatana, head of the MMP, said that this year, the school has advanced the MMP to fulfil the strategic requirements in the age of digital transformation. This means leaders of organisations must revamp their vision and mindset to prepare for the new challenges posed by digital disruption.
“Today, companies conduct integrated business operations in a much more dynamic environment. The new MMP has been developed around the concept ‘Unwrap the Unknown’,” said Supol.

He said the programme offers new topics such as transformational leadership, because corporate executives must be ready to change constantly. Disruptive marketing, digital marketing, rejuvenating marketing, and design thinking are the key topics of the MMP.
The programme also incorporates effective methods that help strengthen organisations facing rising costs and increasing competition. Many tools learned from the MMP will allow executives to crack the problems at hand and grow their businesses by lowering costs, improving efficiency and effectiveness, increasing profit, and through people development.
In addition to business management, wellness management is considered a critical issue for today’s executives. In the past, many executives followed a Western leadership style that focused heavily on profits and resulted in health problems and stress. Executives must therefore learn to be health conscious and consider ways of monitoring their health. Modern executives can learn how to improve performance through maintaining their well-being, thus allowing them to develop business with a healthy, long-term view.
Supol adds that besides the reorganisation of the MMP, the school has selected speakers and practitioners who are highly experienced in each topic, and who have the ability to transfer content that can be immediately executed by participants. The speakers for the 2019 class included Harald Link, chairman of B. Grimm Group;. Somchai Lertsutiwong, CEO of AIS;. Dolchai Bookyaratavet, chairman of Densu One (Bangkok); Vorakpak Tanyawong, an adviser at McKinsey and Co., Ajarn Paothong Thongchua, a well-known archeologist; and the school’s lecturers Assist. Prof. Wilert Puriwat, Dr Ake Pattaratanakun, and Dr Kritinee Pongtanalert.