XIME CONFERENCE ON MANAGEMENT EDUCATION Country Perspectives in a Globalizing World:

1. XIME CONFERENCE ON MANAGEMENT EDUCATION Country Perspectives in a Globalizing World: Brazilian Perspective Ligia Maura Costa

2. EVOLUTION OF MANAGEMENT EDUCATION • Evolution of Management Education in the World • US • 1881: 1st Business School - Wharton School • 1908: MBAs • Europe • Business schools result of Marshall Plan & presence of American multinationals companies Ligia Maura Costa FGV-EAESP

3. Evolution of Management Education in Brazil • Development of business administration schools related to industrialization process • 1953: 1st Undergraduate course in business administration • Escola de Administração de Empresas de São Paulo, Fundação Getulio Vargas – FGV-EAESP • Financial support: OAS & USAID • Other business schools were created: Rio Grande do Sul (EA-UFRGS), Rio de Janeiro (FGV-EBAPE and PUC-RJ) and Bahia (EA-UFBA) Ligia Maura Costa FGV-EAESP

4. Evolution of Management Education in Brazil • Graduate Programmes • 1973: • 1st Master Programme in Business • FGV-EAESP • 1976: • 1st Ph.D. Programme in Business • FGV-EAESP Ligia Maura Costa FGV-EAESP

5. Overview of Master Degree Programmes in Brazil • Mestrado em Administração de Empresas – Master of Science in Business Administration – full time • Mestrado em Administração Pública e Governo – Master of Science in Public Administration and Government – full time • Mestrado Profissional em Administração – MPA – Professional Master in Business Administration – MBA Ligia Maura Costa FGV-EAESP

6. Consolidation of Practice-Oriented Graduate Programmes • 2000’s • MPA • Part-time Diploma Programme • MBA brand name • minimum 360-hour duration • general management programmes • specialized programmes (Mktg, Fin, HR etc) • Continuing Education Programmes Ligia Maura Costa FGV-EAESP

7. Master & Ph.D. Graduate Courses in Business Administration Total MSc Ph.D MPA Center-West 4 3 1 0 Northeast 14 8 3 3 North 1 1 0 0 Southeast 47 26 10 11 South 23 13 7 3 Brazil: 89 51 22 16 Source: CAPES Last update: 10/01/2008 Ligia Maura Costa FGV-EAESP

8. Undergraduate Courses in Business Administration Center-West 371 Northeast 507 North 190 Southeast 1,713 South 626 Brazil:3,407 Source: INEP – Instituto Nacional de Estudos e Pesquisas Educacionais National Institute on Educational Studies and Research Ligia Maura Costa FGV-EAESP

9. FGV-EAESP’s Figures • 15,000 students enrolled: • 2,000 Undergraduate • 1,600 Business Administration • 400 Public Administration • 2,830 Graduate • 2,400 CEAG-Diploma (part time MBA) • 50 MSc (full time Master) • 110 MBA ( MPA) • 20 Global Executive MBA (ONEMBA) • 150 Ph.D. • 200 Distance Learning • 10,300 Continuing Education • 60 specialized courses • 800 Employees: • 500 faculty members (110 full time; 190 non full time; 200 continuing education) • 300 staff • 200 Partner companies (donors, allies, board members) • 20 Research Centers • 110,000 alumni: • 30,000 Degree & Diploma • 80,000 Continuing Education Ligia Maura Costa FGV-EAESP

10. MPA: the Brazilian MBA? • MPA • 1993: • 1st MPA • FGV-EAESP • 1998 • Regulated by the Brazilian Ministry of Education Ligia Maura Costa FGV-EAESP

11. MPA Highlights • MPAs are part-time programmes • Students average age is older than in similar international MBA programmes • Ratio of women is quite important in the local context • Small size of classes • teaching requirements and level of courses demand limit number of candidates • Most faculty members hold a Ph.D.; however, they also perform extra-academia activities, as executives at public & private companies Ligia Maura Costa FGV-EAESP

12. CHALLENGES AT THE INTERNATIONAL LEVEL ON MANAGEMENT EDUCATION • Critical Discourse on Management Education • Management education is undergoing a “commoditization” or “macdonalization” process, that privileges “commerce instead of education” (see Education on GATS Agreement of WTO); • Rankings of leading business schools have a impact on global management education: rankings produced a change on business schools from content to just image • Business schools are promoting the “management culture”, emphasizing financial success in a short period of time and forgetting questionable ethics issues of management education • Ready-made prescriptions are used by business schools and are not necessarily applicable in foreign markets • Business schools focus on teaching and not on learning; students are regarded as spectators, or even worst as clients, of the teaching process • Management education is becoming a commercial asset Ligia Maura Costa FGV-EAESP

13. CHALLENGES AT THE INTERNATIONAL LEVEL ON MANAGEMENT EDUCATION • Salvation Discourse on Management Education • new learning methods & more connection between theory and practice • re-reading the model, taking into account local and global realities • international experience of students, both at the academic and practical levels, provided by mobility of students through exchange programs or double degrees programmes with foreign institutions • international experience of faculty members, e.g., a professor with an international background • Joint research & international publications, promotion of international chairs sponsored by companies; and • Overall, development of students’ ability for critical & analytical reasoning Ligia Maura Costa FGV-EAESP

14. To face globalization and the new rules of the game, management education needs to invest a lot of money and this assumption is valid for all business schools, regardless of its location in US, Europe, Brazil or in any other country in the World THANK YOU ! Ligia.Costa@fgv.br Ligia Maura Costa FGV-EAESP