to the point

Changing the Learning Curve

Businessweek recently announced Its biennial ranking of the world's best business schools. The University of Chicago Graduate School of Business grabbed the No. 1 spot for the first time; the University of Pennsylvania's Wharton School ranked No. 2; and Northwestern University's Kellogg School of Management rounded out the top three. * What attracted my attention was not so much the ranking itself, but the accompanying article by Louis Lavelle. It seems that despite the fact that MBA programs are enjoying a surge in applications and graduates are being heavily recruited, many business schools around the country are overhauling their programs. In fact, they're embarking on what Lavelle called "some of the most ambitious curriculum reforms in recent memory."

Different managerial disciplines such as marketing and accounting are being integrated, and one-size-fits-all curriculums are being traded for more flexible options. In addition, schools are exploring creative approaches to learning. At Wharton, for example, grad students climb a volcano in Ecuador to learn leadership skills.

Other schools are showing a different kind of atmosphere in their hallowed halls. The University of California at Berkeley's Haas School shot up in the rankings, thanks in part to smaller classes, excellent faculty, and a collegial environment among students. Even the environment for corporate recruiters visiting the campus to interview students has been altered: The dean now stops in, lunch is provided by the school, and parking permits are issued in advance.

It's easy enough to see that the wheels of change were set in motion a few years ago when economic changes caused full-time applications and recruitment to decline. But the broader rationale is that business schools realized they needed to better prepare their students to deal with the realities of today's business world. In short, the MBA community needed to make sure it stayed relevant, or watch the value of its degree decline. Sound familiar? It will be interesting to watch MBA programs - which produce one of the most recognized symbols of professional education - undergo major reform.

It certainly goes to show that very few institutions are safe from a "business as usual" mentality. And it will be especially intriguing for those of us in the business of education to see how far B-schools go in changing the learning curve.

I think the meetings industry can take a cue in evaluating its approach to education. And, as some of the business schools are finding, maybe the competitive advantage can be gained - or maintained - through the details: better networking opportunities, easier transportation, less stuff to carry around. True, many meetings don't have as many direct competitors as business schools, but we certainly face significant challenges from other mediums, and our attendees weigh travel concerns, workplace demands, and tight budgets when deciding if they will come.

As many of you travel to PCMA's Annual Meeting in January, I hope that our ongoing self-evaluation - and our willingness to experiment and make changes - is evident. We're not content to rest on past successes or our reputation as a leader in meetings industry education. Whether through our experiential learning opportunities, advanced programming, or personal touches, PCMA wants to make a difference for you. Our goal is not only to be ranked No. 1 on the best industry education list, but to keep working, changing, and growing to make sure the meetings industry remains successful for years to come.

Deborah Sexton
President and CEO