THE STAR, TUESDAY 19 JULY 2016

special

Career progression
IN an economy where highly
skilled and experienced workers
are in demand to lead
corporations to new heights,
the masters in business
administration (MBA) programme
is generally regarded the best
qualification in producing
knowledgeable and proficient
managers.
In Malaysia, potential MBA
candidates now have a wider
choice in pursuing either a
general or niche programme.
Two MBA candidates share
their learning experience and
the reasons they chose their
respective courses.

Niche MBA: One

step ahead?
By IAN JEROME LEONG
IF the number of masters of
business administration (MBA)
programmes offered in local
universities is anything to go by,
it continues to be the preferred
education choice for senior
executives and those aiming to
advance into higher level
management.
But in addition to choosing
among more than 35 public and
private universities that offer MBA
programmes in Malaysia, potential
candidates have to decide if they
should pursue the conventional
MBA programme that has been
proven successful throughout the
years or a niche programme that
focuses on key business areas.
So what sparked this trend in
business schools to offer
specialised MBA courses that
include niche programmes such as
human resource, international
business and entrepreneurship?
Should a potential MBA
candidate choose a niche
programme and would it improve
his career growth?

A market in need
The 2016 Corporate Recruiters
Survey Report produced by the
Graduate Management Admission
Council a non-profit organisation
of leading international graduate
management schools stated that
the global demand for MBA
graduates in the corporate sector
continues to grow annually.
In a survey that reached 28,000
employers from Asia-Pacific,
Europe and North America, 88% of
whom responded plan to hire MBA
graduates this year surpassing
the hiring projections for graduates
of masters in management, of

accounting and finance and

other non-business masters
programmes.
Given this high demand for MBA
graduates, the constant evolution
within the nature of industries and
competitive higher education
market, universities not only see
great advantage in offering niche
MBA programmes but find
themselves in situations that
encourage them to do so.
The rise in MBA specialisations
is due to the need for schools to
differentiate themselves in a
saturated MBA marketplace, says
Prof Khong Kok Wei, director of
MBA programmes in the Faculty of
Arts and Social Sciences at The
University of Nottingham Malaysia
Campus.
Building on Prof Khongs
sentiments, Assoc Prof Dr Wan
Sabri Wan Hussin, acting dean at
Asia e Universitys School of
Management, says, The market or
industries always exert some
pressure for specialised studies
that will benefit current needs.
He reveals that universities
may also develop specialised
courses as part of an organisations
efforts to increase the skill levels
of its staff, conforming to the
requirements set by local quality
assurance agencies.
Assoc Prof Wan Sabri says this is
because company-sponsored niche
MBA candidates are expected to
improve in decision-making and be
more motivated in contributing
ideas within their specialisations.

Seeking the right skills

Simultaneously, a rising number
of professionals recognise that a
niche MBA programme may be
their ticket to landing their dream
job.

Both the academicians agree that

niche MBA programmes help
candidates differentiate themselves
from general MBA graduates and
provide them with a competitive
advantage in the job market.
In addition to the knowledge
of specialised fields, candidates
of niche MBA programmes
irrespective of specialisation
will ultimately be competent
individuals who can make crucial
managerial decisions and take over
the reins of corporations.
Niche MBA candidates
will complete more modules in
their respective specialisations
compared to those pursuing
general MBA programmes. It does
not matter if one is currently
working in a related industry or
not, says Prof Khong.
Taking, for example, a niche
MBA programme in corporate
social responsibility, candidates
will gain more in-depth knowledge
of the industry such as in business
ethics or strategic approaches to
being a responsible business.
Candidates will therefore be
more in-tune with some of the
challenges or issues that involve
the companys stakeholders and
the surrounding communities.
They will also be able to provide
more effective and timelier
solutions compared to general
MBA candidates who lack the
experience in such business areas.
According to Assoc Prof Wan
Sabri, Niche MBAs will benefit
those working in specialised fields
and this will contribute towards
creating an environment that is
conducive to economics and
business. Theoretically, specialised
workers are more productive
than non-specialised ones.

> TURN TO PAGE 5

Muhammad Adnan Ali,

technical manager at an
international business solution
organisation, general MBA
graduate from AeU

Career growth and exploration

of new opportunities were the
main reasons for me to pursue
my MBA. After several years of
technical experience in
telecommunication engineering,
I felt it was time to move forward
in my career by getting involved
in critical decision-making that
help businesses develop as well
as save and earn more money.
The MBA was a valuable
endeavour that helped me
develop management and
leadership skills as well as
professional insights. My MBA
experience made me more
confident and effective in
decision-making and
increased my strategic
awareness.
The most valuable part
of the MBA was the
possibility to network and
engage with candidates
from diverse
cultures,
backgrounds
and industries.
In my
opinion, the
MBA is a leap
towards
professional
goals as it
helped me
reflect on
what I do,
Saravanan Many.

assess how well I perform and

identify areas for improvement.
It is a worthwhile investment for
professional and personal
development.
If you are uncertain about your
career direction and keen on
trying new areas, the general
MBA will be better. For those
who are at the beginning of their
career, it is better to opt for nonspecialised MBA as it makes sense
to keep all options open and have
diversified skills without being
limited to only one area.
A specialised MBA is best if you
are clear about your professional
goals and career path. If given
the chance, I would enrol in a
generic specialisation such as an
MBA in leadership as I have
already decided on my career
direction and do not want to be a
jack of all trades but master of
none.
Saravanan Many, internal
audit manager at a property
development company,
current niche MBA candidate
specialising in risk
management from AeU
The reasons for me pursuing
an MBA were to acquire new
skills and knowledge, build
consolidated business networks,
stay in touch with business world
updates and boost my chances
for a promotion and higher
remuneration.
I acquired important skills that
are useful in my current job,
including communication,
leadership, strategic thinking,
business strategy, interpersonal
and workplace psychology skills.
With these skills, I am more
confident and better equipped to
handle more responsibilities and
roles tactfully and professionally.
I also learnt how to handle
people of different levels of the
organisation.
What I appreciate most is the
high level of interaction between
students from various industry
backgrounds and acquiring
knowledge from different
industries within a classroom
environment.
I chose a niche course in risk
management because it was
relevant to my current job and it
would enhance my skills in risk
management and internal
auditing. As I plan to continue
a career in an internal audit
and risk management
function, this niche MBA will
be a valuable investment to
upgrade and increase
my worth in the
industry.
I would
recommend
industry
professionals to
pursue niche
MBAs, however,
they should
analyse the job
demands for those
niche topics as the
wrong selection
may not yield the
expected results.

THE STAR, TUESDAY 19 JULY 2016

2 postgraduate

Be an expert
WORKING professionals with undergraduate
qualifications can become experts in their
fields through postgraduate study at Curtin
University, Sarawak Malaysia (Curtin
Sarawak).
Curtin Sarawaks Faculty of Business offers
Graduate Certificate in Project Management,
Graduate Diploma in Project Management
and Master of Science (Project Management),
all of which are by coursework.
These courses help students gain the
understanding, knowledge and skills
necessary to become effective project
managers.
Students can also pursue the Doctor of
Philosophy (PhD) by research programme.
These programmes are identical in all
aspects to the ones offered at Curtins main
campus in Perth, Western Australia.
The generic approach to project
management makes the
programmes applicable to a
variety of industries, including
engineering, education, health,
commerce and information
technology.
Like its Australian parent,
Curtin Sarawak is widely
recognised for its practical
research focused on
Enhance your management
skills by pursuing Curtin
Sarawaks postgraduate
programmes.

solving timely, real-world problems.

The campus continues to rapidly ramp up
its already strong research capacities in its
faculties Curtin Sarawak Graduate School
and Curtin Sarawak Research Institute.
This includes the development of a
Biotechnology Centre and a new Faculty of
Engineering and Science building with
facilities for teaching and postgraduate
work.
The campus continues to create new
learning spaces equipped with the latest
technological advances in teaching and
learning, including distributed learning
technology, to support active student
learning.
The campus facilities include a modern
library, state-of-the-art laboratories,
computer laboratories and learning spaces,
food and retail outlets, a health centre,
banking facilities, secure student housing,
and a range of sports and recreational
facilities.
Curtin Sarawaks partnerships and strong
links with the government, industry and
community further enrich students learning
experiences and ensure their skills and
expertise align with the changing
demands of todays world.

n For more information on postgraduate

study, contact marketing officer Raihanah
Izzah at 085-443 879/019-855 0688 or
e-mail raihanah@curtin.edu.my or visit
www.curtin.edu.my.

A bold venture
A COUPLE of years ago, I felt that I had
reached a tipping point in my career. I was
in a senior position in a local financial
institution but wanted to pursue a masters
in business administration (MBA) to boost
my career.
That plan changed throughout my MBA
programme at the University of Strathclyde,
where unique opportunities came about for
me to start my own business. What I learnt
from my course inspired me to take up those
opportunities.
I am thankful for the Strathclydes MBA
for giving me the confidence to venture into
entrepreneurship.
The Strathclyde MBA is structured to give
students a wholesome experience with a
strong focus on strategic courses and
entrepreneurial lessons, which resonated
strongly with me and inspired me to become
an entrepreneur.
Although I first wondered whether the
MBA course would prove useful to me, I
decided to proceed with it as my background
was in finance and I wanted to move up the
corporate ladder by gaining strategic
management knowledge, for which the
Strathclyde MBA was the best choice to
do so.
It was a challenge to get back into the
process of studying after working for eight
years. However, the Strathclyde MBA was
structured to accommodate working people
by incorporating a large focus on case
studies and assignments, which were very
relatable to working professionals.
The flexibility to do the MBA part-time
over two years was also an important factor

Naysan
Munusamy.

as I still wanted to continue climbing the

corporate ladder without interruption of a
sabbatical.
The Strathclyde MBA course provided a
holistic approach to executive learning with
a strong focus on strategy and innovation,
which fit precisely with the requirements of
top management in todays challenging
business environment.
The best part of the Strathclyde MBA was
the opportunity to learn from and work
closely with quality, senior working
professionals from myriad industries, which
enhanced my knowledge and skills and
inspired me to start my own company.
My advice to those considering doing an
MBA is to not hesitate and dive straight into
it if you are looking to take yourself and your
career to the next level. By Naysan
Munusamy
Naysan Munusamy is the co-founder and
director of MoneyMatch.

n For more information, call 03-7660 8950

or e-mail enquiries@cdc.edu.my.

THE STAR, TUESDAY 19 JULY 2016

postgraduate 3

Global networking
THE Management & Science
University (MSU) is one of
Malaysias top universities that
offers in-demand areas of study
such as medicine, health
sciences, pharmacy, information
sciences and engineering,
hospitality and music.
As Malaysias best teaching
and learning university, MSU
gives priority to quality
education and creative teaching
methodologies in producing
quality and holistic graduates.
Besides incorporating
international exposure in the
student learning experience,
extensive industrial training
components and personal
enrichment competency
elements are also blended into
the programme to ensure the
graduates employability.
MSUs Graduate School of
Management (GSM) recognises
that todays global companies
require managers with a
broader outlook.
The university attracts
top students through its
internationalisation effort of
employing faculty members
with overseas experience and
forming effective links with
businesses.

The Master in Business

Administration by MSU
(MSU-MBA) offers student
an experiential learning
opportunity in cross-cultural
communications, building a
global network and possibly
creating a future international
career.
In addition, students will have
the opportunities to develop
management skills and
techniques, obtain strategic
orientation and implement the
strategies formulated.
The MSU-MBA programme
helps students develop skills in
leadership, entrepreneurship,
strategic management and
decision-making so that they
become successful leaders in
their area of expertise and
entrepreneurial thinkers in
the most competitive markets.
The programme provides
sufficient knowledge for
students to understand the
various facets of an organisation
to formulate successful
strategies. It also instils
confidence in them.
Active learning exercises
within the programme act as a
basis for verbal analysis and
discussion, allowing for a rich

Public health gateway

PERDANA
University was
established in 2011
under the auspices
of the PublicPrivate Partnership
unit of the Prime
Ministers
department.
The university
offers programmes
in medicine,
occupational
therapy,
bioinformatics
and foundational
science.
Perdana
Universitys local
and foreign faculty
members,
Individuals pursuing the course will delve
electronic resources
into various aspects of public health.
and a supportive
teaching-learning
risk factors among the adult
platform enhance students
population in Malaysia.
learning experience toward
As these health threats result
achieving their aspirations.
in escalating healthcare costs for
The Perdana University
the nation, there is a heightened
Master of Science (Public Health) need for public health experts
is a one-and-a-half-year
who can think out of the
programme that covers
box to deliver cost-effective
contemporary and traditional
interventional tools for health
public health issues to keep in
promotion, disease prevention,
tandem with the ever-changing
affordable screening strategies
health landscape.
and to reduce the disconnection
It gives medical doctors,
between curative and
researchers, nurses, paramedics,
preventative services.
nutritionists, biotechnologists,
Arm yourself with the
safety and health officers and
dynamic knowledge and skills in
other professionals from
public healthcare to create a
science-related background the
healthy and productive nation.
opportunity to immerse in the
The next intake is in
exciting world of public health.
September.
The National Health and
Morbidity Survey 2015 report
n For more information,
indicates an increase in the
call 03-8941 8646 or visit
non-communicable diseases
www.perdanauniversity.edu.my.

learning environment through the

integration of the the classroom
with real-world experiences.
These exercises broaden
students understanding of issues
by inviting them to think beyond
their text materials. New terms
and concepts are defined in the
margins to facilitate learning.
GSM has established
collaborative educational links
with a number of top overseas
universities, including those in the
United Kingdom, the United States,
Australia, New Zealand, South
Korea, Japan, Germany, Russia and
China.
The Global Mobility Programme

The Master in Business Administration by MSU equips students to become

successful cross-cultural communicators with excellent leadership and
management skills.

provides the opportunity for

postgraduate students to develop an
awareness of and appreciation for
other cultures, political and
economic environments, and
approaches of doing business.
Professors of the MSU-MBA are
accomplished educators who have
made significant contributions to the
business world, both as working
professionals and academicians.
They have conducted research

and published articles across a

broad range of business and
professional areas.
They have also taught universitylevel business courses abroad, thus
bringing their rich multicultural
experience to Malaysia.

n For more information, call

03-2718 4302/4300/4301 or e-mail
gsm@msu.edu.my or visit
www.msu.edu.my.

THE STAR, TUESDAY 19 JULY 2016

4 postgraduate

VC COLUMN

The right fit

POSTGRADUATE education
continues to be a privilege
available to a select number of
individuals. For those individuals
(or their employers), it represents
a significant investment in both
time and money.
As the number of available
masters in business
administration (MBA) programmes
has grown dramatically, choosing
the right one is crucial but
challenging.
There are one-year and two-year
programmes, offline and online
options, specialist versus general
programmes, standard or
executive versions, full-time and
part-time study, and domestic and
overseas opportunities.
Some programmes require
candidates to have four or five
years of work experience while
others have a prerequisite of one
or two years.
What factors should you take
into consideration when choosing
an MBA? Ultimately, you need to
think about value the benefits a
programme delivers relative to its
costs.
While the most apparent cost of
an MBA is the programme fee,
there are also significant time costs
such as the course duration and

By PROF
CHRISTINE
ENNEW

time spent for classes, study, travel

and other activities.
Online programmes may be
more flexible but also have a
higher dropout rate often due to
learner isolation or lack of
motivation. Programmes with
shorter durations may be cheaper
but not better.
Part-time study may spread
out the financial costs of an MBA
but adds to the length of time
commitment.
The ultimate concern in
choosing an MBA programme is
its impact on the individuals
managerial capabilities and
performance.
As this is difficult to judge in
advance, we rely instead on proxy
variables such as institutional
reputation, rankings, reported
salary enhancement of past
graduates and the programmes
accreditation.
Rankings, whether MBA-specific
(such as rankings by The

Extensive research is required before selecting the best MBA programme.

Economist) or generic (QS or Times

Higher Education rankings) are a
useful starting point, particularly if
you focus on the disaggregated
information or the assessment of
various aspects of the programme
or institution.
However, MBA rankings
typically cover only the top 100
programmes worldwide, so it is
likely that many of the institutions
under your consideration are not
included in the MBA rankings.
In addition, they may not appear
in broader university rankings that
cover less than 10% of universities
worldwide.
Accreditation provides useful
information. The three main
accrediting bodies AACSB
(Association to Advance Collegiate
Schools of Business), AMBA
(Association of MBAs) and EQUIS
(European Quality Improvement
System) can give you an idea of

an institutions quality.
However, many good
institutions may have chosen not
to apply for accreditation because
of the constraints that it can
impose on the way their
programmes work.
MBA previews provide a
valuable opportunity for potential
students to assess a programmes
quality. For example, they can
know more about the programmes
staff and alumni. Some previews
will also give you the chance to see
your learning environment.
As an MBA programme allows
you to learn from the experiences
of your peers, the quality of other
students in the programme
matters. For example, if you have
been working for 10 years, you
may not want to join a programme
where the average work
experience of students is two to
three years.

In many respects, choosing an

MBA is a business decision and,
like any good business decision,
it needs to be done after careful
analysis.
The key to making a good
decision is to compile
information from various
sources, understand its
limitations and systematically
evaluate what it tells you about
the value of the different
educational options available.
Only then can you hope to
have a good chance of selecting
the MBA programme that
delivers the right value for you.

n This is Prof Christine Ennews

last column in Postgraduate. Prof
Graham Kendall will be taking
over as the chief executive officer
and provost of The University of
Nottingham Malaysia Campus
next month.

THE STAR, TUESDAY 19 JULY 2016

postgraduate 5

Considering specialised options

> FROM PAGE 1

Students learn to audit environmental issues and monitor and analyse

environmental samples in the Masters of Science in Environmental
Health at IMU.

Saving
the world
DO you want an advanced
qualification that will take
you to the next step on your
professional ladder as well as
increase your knowledge in a
specific field in healthcare?
You will find the opportunity
when you pursue a postgraduate
degree at International Medical
University (IMU), Malaysias first
private medical and healthcare
university.
Under its School of
Postgraduate Studies, the
Masters of Science (MSc) in
Environmental Health is
designed to offer a flexible
modular approach, where
students accumulate credits
from completed modules.
These modules are designed to
suit applicants from degree
qualifications such as a bachelor
of medicine and surgery (MBBS),
bachelors in science, biomedical
science, nursing, pharmaceutical
science as well as environmental
and occupational health
sciences.
This postgraduate degree has
an innovative curriculum that
highlights the importance of
various pollutants (outdoor and
indoor air and water quality) on
human health.
It introduces current methods
for assessing health impacts and
appropriate intervention
strategies to regulate and
improve environmental health,
which enable innovations in the
management of environmental
pollution.
This programme aims to
produce specialists with a strong
foundation in the broad field of
environmental health, who are
trained to improve the health of
the general population through
appropriate planning,
implementation, evaluation and
prevention of environmental
issues to mitigate diseases of
public health importance.
Students learn to audit
environmental issues, address
emergencies and carry out
investigations, monitor and
analyse environmental samples,
formulate new policies and law,
and conduct appropriate health
education workshops.
They also develop proactive

leadership qualities to foster

smart collaborative partnerships
with effective management and
good governance strategies.
The programme introduces
current methods for assessing
impact on health and
appropriate intervention
strategies to regulate and
improve environmental health.
This would enable innovations
in the management of
environmental pollution. There
is a selective option for students
to study the Institute for
Occupational Safety and Health
(Niosh) Programme on
Occupation Health.
Students are taught and
supervised by staff who are
experts in their field with wellestablished reputations
nationally and internationally.
Students also benefit from the
universitys research
collaborations with various local
and foreign institutions as well
as local hospitals.
Career opportunities abound
for graduates in this field,
including in private companies,
local government and public
authorities, environmental or
public advisory organisations
and academia.
IMUalsooffers other masters
programmes such as
MScinPublicHealth, MSc in
Molecular Medicine, MSc in
Analytical and Pharmaceutical
Chemistry, Masters of Pharmacy
Practice as well as MSc and PhD
in Medical and Health Sciences
(by research).
Commencement for the
research programmes is anytime
during the year while the next
commencement of the other
postgraduate programmes is in
September.
If you are interested in
furthering your studies to a
postgraduate level in any of
these areas, make an online
application today and gain an
advantage in a highly
competitive employment job
market.

n For more information, visit

www.imu.edu.my or e-mail
start@imu.edu.my or call
03-2731 7272.

Despite the benefits of

specialisation, a niche MBA should
not be the only choice for all
professionals seeking career
advancement as the narrower
scope of study in such courses may
not be as beneficial to those who
have yet to determine their career
goals or who are contemplating a
career switch in their industry and
department.
A general MBA programme
remains to be a trusted qualification
as it produces well-rounded
professionals.
While candidates with specialised
skills can bring valuable insights
and make vital contributions to a

company, employers recognise that

the general MBA programme is in
no way out of date nor is a graduate
of such programmes irrelevant to
the corporate sector.
As such, both general and niche
MBA programmes will continue to
coexist in the future and the
popularity of niche MBAs will only
gain prominence as time passes.
Just like how society relies on
general practitioners to gain back
their health, medical specialists and
surgeons are equally important to
society due to the distinct skills and
knowledge they have.
Life in itself is something full of
dynamics and this creates a
dynamic environment. Industries
demand for specialists and in

creating specialists, more niche

MBAs programmes will be created,
says Assoc Prof Wan Sabri.
Supporting this view, Prof Khong
says, Niche MBA programmes will
continue to be offered over the
coming years and will be regarded
as options should students feel they
are destined to serve in their
respective industries. The key point
is how flexible an MBA programme
can adapt to the changing and
dynamic market.
As having an MBA qualification is
deemed a fundamental criterion
among white-collared workers
aiming for a brighter future, both
generic and niche programmes are
therefore crucial in todays modern
and ever-developing society.

THE STAR, TUESDAY 19 JULY 2016

6 postgraduate

SINCE its early days as the nations premier

provider of business education, SEGi
University and Colleges offers a wide range
of programmes under its Faculty of Business
and Accountancy.
SEGi offers a breakthrough method that
allows individuals to pursue the Master of
Business Administration (MBA) anywhere,
anytime.
PACE (Professional and Continuing
Education) is a consortium of global
universities that enables adult learners to
complete their studies at their own pace and
with the assurance that they can have a
fulfilling work-life balance.
Students can select the mode of study that
suits them best. The first one is weekend/
evening classes mode (students attend

Flexible and fulfilling

classes either on weekends or in the
evenings).
In the supported learning mode, instead
of attending scheduled classes at a physical
venue, students can log in to their online
classes any time of the day. They only need
to attend workshops at the nearest
authorised SEGi location twice a month.
Another mode is independent learning,
where students study mostly online and
only need to attend intensive revisions
at the nearest authorised SEGi location

once a month.
Students have the opportunity to network
with coursemates, meet their lecturers and
gain any additional support they may need
while completing their studies.
As the number of subjects to pursue per
semester is entirely up to the students, they
can complete their studies as fast as they
want to.
SEGi also provides a guided learning plan
to ensure students get the best out of the
lessons, including study guides and strategies
for coping with coursework and
examinations.
Lai Kin Theng, an engineer in a
semiconductor company in Penang,
is pursuing an MBA at SEGi
University under PACE.
After nine years in the profession,
Lai realised that pursuing an MBA
would allow him to sharpen his
skills and knowledge in areas
needed for managing an
organisation, such as financial
and accounting management,
organisational behaviour and
economics.
As a working adult,
flexible and effective
learning mode is very
important. Lai finds that
Lai Kin Theng is an
MBA student at SEGi
University under PACE.

pursuing an MBA via SEGi PACE provides all

the support needed through its independent
learning management system Blackboard,
which is widely used by premier universities
in the world.
Instead of physically attending scheduled
classes, he can access the training through
Blackboard anytime and anywhere.
Lai says that the learning materials and
monthly workshops organised by the
lecturers are interesting and can be easily
understood.
According to him, the MBA workshops
provide a good platform to network
with like-minded individuals and
learn from other students of various
industrial backgrounds.
To ensure he can balance work and
studies, he has to maximise time and
manage stress. This is achieved with
the help of his lecturers and also
by having effective tutorials
and materials.

n For more information on

PACE, call SEGi University (036145 1777/1800 887 344), SEGi
College Subang Jaya (03-8600
1888/1800 888 622), SEGi College
Kuala Lumpur (03-2070 2078/1800
888 028), SEGi College Penang
(04-2633 888) or SEGi College
Sarawak (1300 887 344) or e-mail
askme@segi.edu.my or visit www.
segi.edu.my or www.pace.edu.my.

THE STAR, TUESDAY 19 JULY 2016

postgraduate 7

Assoc Prof Dr Alexandre Schaefer (left) and Assoc Prof Dr Motoki Watabe researching in the
neurobusiness laboratory at Monash University Malaysias School of Business.

Employing
neuroscience
in strategies
AMPLE studies and research have yet to
reveal a full understanding of how the mind
works, which is why neuroscience is such an
intriguing area of study full of potential.
In early 2013, Monash University
Malaysias School of Business launched a
neurobusiness laboratory, a thinking
facility meant to help researchers measure
brain activity to understand human
behaviour in relation to the workplace,
business decisions and other factors that
contribute to the overall economy.
Neurobusiness is a tool that employs core
neuroscience principles of how the brain
and central nervous system work to measure
body function and direct behaviour, which
will allow us to understand consumer
behaviour better.
Im interested in how people cooperate
with each other. Theres interdependence
with others in the workplace that require
some level of trust. How we can establish
trust interpersonally is important to ensure
a functional business environment, says
Assoc Prof Dr Motoki Watabe, associate
professor of neurobusiness.
Assoc Prof Watabe is the co-author of the
bestselling book Unpleasant Workplace, in
which he analyses the recent problem of
cooperation at workplaces in Japan.
He says his current project focuses on
reputational information. In an
interpersonal situation, Im studying how a
person makes a decision on whether or not
another person is trustworthy based on his
or her reputation. Reputation is usually an
abstract summary of a persons past
behaviour but my hypothesis states that
cultural factors make a difference how do
Asians and Westerners judge a business
partner based on reputation?
To investigate this, Assoc Prof Watabe uses
an eye-tracker, a hi-tech equipment available
in the laboratory.
The eye-tracker detects changes in the
eye, which allows me to obtain information
on how people focus on reputational
information to find a better business
partner, he says.
Neuroscience opens up a lot of research
opportunities as it helps us understand
everyday economic behaviours better, says
Assoc Prof Dr Alexandre Schaefer, associate
professor of neurobusiness.

Assoc Prof Schaefer, who has a PhD in

cognitive psychology, says his area of
research is focused on consumer decisionmaking and decision-making under
uncertainty.
Im interested in how people make
decisions when its difficult to predict the
outcome of these decisions, for example,
how people make a decision of buying a
property when the property market is
volatile, he says.
The outcome of such research serves not
only to understand the forces of the market,
but also aids the implementations of
government policies and help with gathering
responses that can inform and educate
investors.
Assoc Prof Schaefer is also keen on using
neuroimaging techniques to help marketing
strategies.
You can use neuroscience techniques to
predict if people are going to buy or not buy
a product. You could also potentially record
certain patterns of brain activity or brain
waves that can predict whether a person is
willing to pay a certain price for a product or
if a consumer is going to choose a product.
While there is much research on this in
the United States and the United Kingdom, it
is unheard of in South-East Asia. This is why
the initiative is important because it is an
opportunity to introduce these techniques in
this part of the world and to investigate
consumer decision-making within the
specific cultural environment of South-East
Asia, says Assoc Prof Schaefer.
Both he and Assoc Prof Watabe believe
that work in the laboratory will lead to
collaborations with other schools as well as
with the corporate sector.
The kind of research we do here could be
very useful to inform government policy, for
example, when it comes to pricing public
services to make it accessible to more
people, says Assoc Prof Schaeffer.
In the US, for example, collaboration
between the universities and the corporate
sector is very common. We believe that this
can happen in Malaysia and we look
forward to more opportunities to
collaborate, he says.

n For more information, visit

www.buseco.monash.edu.my.

THE STAR, TUESDAY 19 JULY 2016

8 postgraduate

Enhance business,
industry knowledge
STIFF competition at the workplace
has prompted many working
adults to pursue higher education
to keep them ahead of the
competition or climb the corporate
ladder.
Asia e University (AeU) offers
a flexible approach through its
online personalised learning mode,
which appeals to working adults as
they can keep their jobs while
pursuing higher education to
achieve their ambitions.
As more organisations extend
their reach and diversify into Asias
rapidly growing market segments,
understanding local ways of doing
business is paramount to
organisational success.
Working adults turn to the
Master of Business Administration
(MBA) degree to enhance their
business and industry knowledge
and to improve their management
and strategic decision-making
skills.
AeUs MBA programme
combines the best of global
business training with a unique

focus on Asia. Students can choose

to specialise in international
business, entrepreneurship or
supply chain management.
AeUs MBA offers a distinctive
industry-focused curriculum that
ensures students obtain the
necessary rigour, business
discipline and innovative thinking
to set them apart from other MBA
graduates.
Students develop their
communication, leadership,
interpersonal and networking
skills through participation in
project paper clinics or business
case seminars.
In addition, AeU students receive
mentorship from professionals,
insights on industries and develop
friendships with their peers that
extend beyond just business.
Applicants can enrol in the MBA
degree programme full-time (one
year), part-time or fully online (one
and a half to two years). Classes for
full-time and part-time modes are
held during weekends or evenings
during weekdays.

Mafio Matthew Mlambo, a

minister from the Zimbabwe
Embassy in Malaysia, shares his
invaluable MBA journey as an
alumnus of AeU:
I graduated with an MBA
degree last year. The personalised
and flexible learning I enjoyed at
AeU caused minimal disruption to
my family and work commitments.
This MBA programme was
particularly attractive because its
curriculum combines eastern and
western perspectives with a special
focus on Asian business, making it
relevant to my career.
AeUs unique learning
management system, myPLS
(my Personalised Learning Space),
allowed easy access to online
courses at my own pace, anytime,
anywhere.
I could easily connect with the
academic facilitators, experts and
administrators via myPLS. I could
study in trains, airports and hotel
rooms whenever I travelled.
This would not have been
possible at a conventional

Mafio Matthew Mlambo (second from right with his wife and children) is a
minister from the Embassy of Zimbabwe in Malaysia and MBA alumnus of
AeU.

university campus.
Another interesting feature is
the peer group I studied with all
with varied backgrounds,
credentials and from different
countries.
This diversity is the best way to
experience parts of the world that
you may otherwise not come into
contact with.
The MBA programme equipped
me with business management
knowledge and skills as well as
strengthened my academic
knowledge and interest in
research.
It was a fulfilling experiential
journey and I plan to further my
studies in Doctor of Business
Administration at AeU in the near
future.
For entry into the masters
programmes, besides the
conventional admission process

that requires a minimum

recognised bachelors degree or
equivalent, applicants can now
gain university admission via APEL
(Accreditation of Prior Experiential
Learning) entry.
The requirements are based
on the strengths of their work
experience acquired at their
workplace.
AeU offers loyalty and merit
incentives, including EPF
(Employees Provident Fund)
withdrawal assistance for
Malaysians.
Though registrations are open
based on the month of intakes,
registrations for all postgraduate
(by research) programmes are
open throughout the year.

n For more information,

call 1300 300 238 or visit
www.aeu.edu.my.