2021 EFMD MBA Conference

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14 March 2021 - 16 March 2021

University of St. Gallen - Master of Business Administration


When designing an MBA programme, it is important to think about the entire customer journey, and to think specifically about its three main phases: 1) pre-programme 2) in-programme 3) post-programme. Using the concept of a “journey” as the red thread, we want to discuss the key design principles that naturally lead to a coherent, connected and meaningful experience for our customers, as they journey from being candidates, to students, and finally to become our alumni. The objective is to see the connections across all three phases, how one impacts the other. Each MBA programme must create its own unique journey, there is no one template or best practice example to follow. The conference will thus focus not on the “what” but on the “how” of designing a meaningful MBA experience.
This event is aimed at MBA Directors and business school staff involved in part-time, full-time and executive MBA programmes.


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