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Overview Learning Outcomes | 3Continent Master in Strategic Marketing (3C MSM)


1. Learning Objectives – Dublin Descriptors

In this section we demonstrate the learning goals and learning objectives for the Master of Strategic Management: 3Continent Master of Strategic Management. We will use the abbreviation 3CMSM for the program in this chapter. For 3CMSM the Dublin Descriptors are specified below.

D1. Knowledge and understanding

3CMSM offers its participants a thorough knowledge and understanding of international management in all its diverse aspects and its applicability to a wide range of practical management situations in a globalized context. Divided over the three teaching locations, all main functional areas of management are discussed, such as traditional models of business organizations, marketing, accounting, finance, human resources, operations, etc. Additionally, the specific context of each location is used to confront students with more specific business-related issues such as economic integration and cooperation (Europe), development economics and bottom-of-the pyramid (India), financial markets and entrepreneurship (USA). Transfer of knowledge and understanding is achieved in a variety of interactive ways: lectures with class discussion, use of case studies and business games, guided company visits, preparation by reading recent articles and business literature and exercises, etc.

Learning objectives L1, L3.

D2. Applying knowledge and understanding

Giving participants the opportunity to apply their new insights and ideas to the world of real-life globalized business, is at the core of the learning goals of the 3CMSM program. This is achieved not only by the learning tools and teaching methods mentioned, but also by direct confrontation with companies and real-life business problems. Company visits, guest lectures by and discussions with industry people and alumni of the program all add to giving 3CMSM participants a clear insight on how to apply all their recently acquired knowledge and understanding. In addition, students will work on a business project at every location of the program. Supported by local supervisors, teams of students will apply their skills and knowledge acquired during the program, to a real-life management challenge that is also rooted in local business practice.

Learning objectives L1, L3, L4.

D3. Making judgments

From the start, participants are challenged to bring in their own opinion and participate fully in class discussions. The diverse cultural and educational backgrounds present in the group of participants, ensures a diversity of points of view and ways to tackle managerial discussions. Participants are made to understand to use this confrontation of opinions to achieve a more comprehensive and balanced judgment. Additionally, feedback is given on how to use academic and analytical knowledge to carefully evaluate different management strategies and their implications in a real-life business situation during intermediate meetings and during case discussions in class. Throughout the courses and the final business projects, participants are asked to formulate concrete personal and/or team conclusions and to translate these into specific recommendations. Opinion leaders will often be invited to challenge these recommendations and enter into discussion with the participants.

Learning objectives L1, L3, L4.

D4. Communication

During the selection of the participants, attention is already paid to the presentation and communication skills of the candidates. Through several workshops and seminars special attention is paid to many forms of business communication. Practical aspects of written and verbal communication in relevant business settings are discussed and put into practice on an individual and a team level. Additionally, participants are given the opportunity to prepare for important communication challenges that they will encounter while applying for a job or when they start a first job. Company recruiters will meet participants for mock interviews and give them feedback. Written resumes will be checked and corrected by human resource professionals. Business negotiations exercises will be made. Team and individual presentations will be commented on, etc. Special attention is paid to cultural diversity in international business communication. During the evaluation of the international business project, communication is an important aspect. The participant or the team of participants will not only be judged on the quality of the written report and verbal presentation, but the whole communication process between the participants, the company and the schools’ project advisor will be part of the final evaluation.

Learning objective L2.

D5. Learning skills

The 3CMSM program, like all full-time Master degrees at Antwerp Management School, has taken the development of the skills of its participants to the center of its learning goals. Program-related learning skills are introduced to ensure an efficient and high quality learning experience for the participants. Participants are taught how to work with case studies, how to write reports in an academically sound way, how to make a good individual or team presentation and basically can receive any type of advice related to improving their daily practical learning skills. Moreover, and based on feedback from companies and other stakeholders, the development of social skills and attitudes like teamwork, leadership, independence, motivation, intercultural awareness, etc. now form a substantial and integrated part of the programs. The students’ progress in these areas is monitored through a personal development portfolio. At each teaching location, specific challenges are discussed and local approaches to personal development are integrated.

Learning objective L2, L3.

2. Learning Objectives – Specified

The 3CMSM program aims to provide the participants with a thorough theoretical understanding of strategic management concepts and the ability to apply these in practice. It also wants to offer students a profound multicultural understanding of the business world. The following learning objectives (L) and qualifications can be determined:

L1. 3CMSM graduates gain a multidisciplinary focus on all fields of general management. This implies that they will gain knowledge in different management fields such as marketing, finance, accounting, human resources, operations management, logistics, international business, etc. They will also be taught to integrate these diverse fields into a cross‐disciplinary view on management in general.

L2. Participants will acquire effective management attitudes. This means that they will develop managerial attitudes such as drive (initiative), entrepreneurship, leadership, willpower and perseverance, self‐control and self‐motivation. Additionally, the students will develop social and communicative abilities in English, leadership, and team spirit in a multi‐cultural and multidisciplinary team, with sense of realism and practicality. The experience of living and studying as one cohort at three different locations in distinct cultures further intensifies their personal development and intercultural attitudes.

L3. Graduates will obtain a global perspective. They will be able to evaluate the opportunities and challenges in an ever‐changing context of international business operations. Because the program is taught at different locations on three continents 3CMSM students are confronted with three significantly different business models. The cultural immersion in the local business world is further enhanced by numerous company visits and meetings with local business leaders. Through the multicultural team composition in the class, they will be also able to diagnose and acquire cross‐cultural sensitivity.

L4. The ability to tackle management problems and related entrepreneurial questions on a scholarly basis is an important learning goal for 3CMSM participants. They will arrive independently and in a team context at formulating a scholarly problem within a company setting, by developing the appropriate research methodology. Participants will acquire and analyze critically the empirical data and the conceptual thinking patterns in order to come to a science‐based understanding. As such, they will develop a critical and scholarly point of view into methods and techniques of management research.