British MBA recognised as global leader
04 Jun 03

In a recent Financial Times Newspaper survey of '20 of the top global distance learning MBAs', the MBA programme from the Edinburgh Business School at Heriot-Watt University was recorded as Europe's largest (55% larger than any other European school) and the second largest in the world. The Edinburgh Business School MBA programme has 10,376 on-campus and distance learning students.

In a competitive and volatile market, traditionally dominated by university MBA programmes which restrict supply, it is well worth review as to why so many students have chosen this route and how a British University has achieved such a prominent global position.

Professor Keith Lumsden, Director of Edinburgh Business School at Heriot-Watt University, said that the programme's international success was indicative of its capacity to meet or exceed exacting demands in different markets, many of which are regionally specific and unique.

"Most importantly, the EBS MBA's academic credentials are robust," said Lumsden. "Heriot-Watt University is a Royal Charter university and is approved by the Department of Education in the USA. The programme is recognised and registered by many Ministries of Education around the world. The School has eschewed 'accreditation' by non-governmental private sector agencies - preferring government bodies and student word-of-mouth as its key endorsements.

"Second, the programme is rigorous. The Faculty developed the pedagogy of the MBA over a 15 year period, based on research into how students learn - stripping out non-effective teaching methods, and judging students by their output," added Lumsden.

All courses in the programme are assessed by written examination at proctored centres around the world. It has a reputation for tough exams (no choice in the selection of questions to be answered; 26% failure rate; two fails on any core course and the student is ejected from the programme).

Lumsden stressed that the programme is truly global. "The core courses were created by academics with teaching and research experience from schools such as Stanford (California), INSEAD (Paris), and London Business School as well as Heriot-Watt University." The programme has a market penetration divided almost equally among the major markets of the world: 27% of students are from North America, 25% from Europe, 25% from Asia and 23% from Africa and the Middle East.

"No other MBA programme has ever achieved such a global profile. The School has twice won a Queen's Award for Export in1994 and 1999," he said.

Lumsden believes that much of the programme's global appeal is a result of Edinburgh Business School's successful application of cutting-edge communications technology in both the delivery and teaching of the courses. "Originally based on printed courses and computer simulations, the School invested early in web technology without compromising the underpinning teaching strategy. Every core course in the programme now has a website offering extra content, sophisticated interactive learning capabilities and direct access to the Faculty via web-boards," he said.

The School recently announced that use of the web content will be mandatory from January 2004, emphasising the belief that the internet in particular will become increasingly important in the efficient delivery, management and administration of distance-based higher education.

"Fundamental to our success is the fact that the MBA programme offers students what they need and want," continued Lumsden. "It is robust, rigorous, global and technologically advanced. But its key feature is flexibility.  It is geared for students who are at work in demanding jobs with an average age of 35 - so it offers them the choice to start when they want to, study the courses in a route of their choosing, complete courses at their own pace, take exams when they are ready, and earn interim qualifications en route to the MBA."

The School's 15-year relationship with Pearson Education, the world's leading higher education publisher, has significantly influenced the development and marketing of its courses. Lumsden emphasised the importance of this partnership. "The Edinburgh Business School MBA programme is an outstanding example of academic talent and vision combining with the private sector to provide quality education that is both attractive to a wide, global audience and is commercially successful," he said.

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