News Scrapbook 1981-1982
Monday, January 11, 1982
Local Business Educators Respond To Increasingly Demanding Students (Continued from X-13) The new admi. ion standards "are chasing all number of undeclared bu in s maiors out of the woodwork," says Dean Bailey "They come In saying, 'I've been taking this and that cla and consider myself business major, even international business backgrounds be says, citing the former head of Dow Chemical of Latin America and the director of overseas development for Colgate Palmolive Peet Corporation as examples.
He points with pride to the heavy emphasis upon senior faculty in the private school, noting that "business is an area of wisdom. Unlike mathematics, for example, where you do your best work while you are young. The best business insights come when you are not out to re-invent the wheel each Monday and Wednesday." The university, he says, is currently working toward bringing the former forecaster for the U.S. budget on as a visiting executive. This coming fall, the school will introduce an under- graduate degree in management information systems - to include computer and management skills, plus stand- ard courses in accounting, marketing and finance. Another expansion effort at the school involves offering graduate degree program courses during evenings and weekends, a not uncommon practice on campuses these days. He notes, however, that "we have senior faculty teaching courses on Sunday mornings, Friday evenings, etc." Undergraduate courses are given during regular weekday hours. The "Distinguished Visiting Professor" and "Executive- in-Residence" programs are being expanded, says the dean. The latter, begun on 1981, currently features former Winchester Corporation president Phillip Richey as lec- turer and consultant to students. With the university's heavy emphasis on human behav- ior courses, stress at the business school is on building team consciousness through motivation. The function of middle-level managers, Feldman asserts, is to create a collective consensus and through it people are motivated to go along by group pressure. Students learn, he de- clares. that humans don't live in a vacuum and that "if you want to have a relationship, you can't just do your own thmg at the same time. People really become indi- viduals in their relations to others." National University, the self-professed maverick among local business executive training grounds, was founded a decade ago by Dr. David Chigos, a graduate of USIU's Human Behavior program who is now "doing his own thing," but accomplishing it in relations with others. Chigos has a penchant for using state-of-the-art comput- ers Termmals are found in profusion in the many locales where National has teaching programs. Like San Diego State University, National has been leanmg heavily on main frame (large) computers. The recent explosion of interest in the personal or mini-com- puter design among all levels of business, combined with university staff estimates that within five years, 10 per- rent of all business jobs will have some association with computers, have prompted a new program to meet this
if you don't have a record of me.' Now those students will be judged along with all the registered business majors in determining who gets to remain. as the number of majors L~ pared down to the 5,000 to 5,500 level." Cutback.~ at the College of Busin Administration are produdng a shift from undergraduate to graduate in the hool's tud nt makeup. Increased pressure on the col- lege for graduate programs comes not only from those already there ID undergraduate curriculums but from SDSU bachelor level students in other fields who find a poor job market and opt to go for an MBA to increase their employment chances. Another development result- ing from the economic slowdown is the influx of liberal ar gradual from other umvers1lics who come to State to earn an MBA - the same problem faced by USD's School of Busin Change in cum •!um occasioned by the cutbacks in- clud omc comb1Dilg cutting out the insurance major in the f1Dance de rtment, for example, but offering classes ID the fina~al servlc area which include insur- . nee, plus bank1Dgtmd investments. The revised program is also valuable, B lley emphasizes. because with 1Dcreas- ing diversificatior of services offered by banks, S&Ls and insurance compaue · it becomes a problem trying to tell them apart. The l1Danc1al services courses are especially valuable in the fan Diego area, says Bailey, because this county contain an especially significant services com- mumty - bankl and S&Ls in particular. The college trives to bring in visiting scholars and vi. it1Dg executves-in-r idence, but because the institu- tion is dependnt upon tale funding, it is fairly difficult to contract f
James Burns
David Chigos
David Feldman
John McMillin
need. Beginning early this year, executives of small- and medium-size businesses will be able to take either a sin- gle course of introduction and familiarization with the mini-computer, or a modified curriculum in the subject. Those who take the five-course grouping which followed the initial familiarization course, will be able to adapt off-the-shelf programming to their own specific company application. The mini-computer will be given in a specially de- signed series of four adjoining classrooms converted to a computer lab and instruction area and may be taken in either day or evening classes. Introduction of day classes in this subject is a break with the school's tradition of only offering classes at night and on "an occasional Satur- day." As with all programs at National, the schedule of computer courses - each a month in length - may be started any month of the year. Students will be able to choose between working with an IBM personal computer model or the well-known TRS 80 machine marketed by Radio Shack. The six-course computer training package, according to a spokesman for the university, carries with it - upon completion - a certificate of computer science and is compatible with the California Basic Education curricu- lum offered in local community colleges. By matching the two programs, he declares, the student could earn an Associate of Science degree, or eventually end up with a bachelor's degree in mini-computers. However, he believes, most of the students in the cur- riculum will be those managers and other executives who see heavy business need for the knowledge offered, and are not particularly concerned with earning a degree. In the 10-year history of the university, student enroll- ment has grown from 37 to 7,200 and the focus widened beyond majors in business administration, public ad- ministration, education, behavioral science and couseling, to law - in the belief that businesses of the future will be
so complicated that it will take a legal-type mind to lteep them running. This past fall, on its Vista campus, Nation- al opened a training facility for educators in the form of an elementary, junior and senior high school. The educa- tional philosophy there is based on something called the ANISA Model, devloped by the school's director, former , Rhodes Scholar Dr. Daniel C. Jordan. The ANISA Model (the name is said to represent an ancient Inda-Chinese word meaning tree of life), based upon the concept that accepts man as a spiritual as well as physical being whose capacity for development is unlimited, is similar to approaches being taken today in some business train- ing seminars. These teachings emphasize that people learn different types of information with different seg- ments of their brain, and so seek to integrate the left and right brain segments and bring together reasoning power and that of intuition and creativity. Point Loma College, the evangelical institution which, following its move to San Diego a few years ago, has kept a relatively low profile, now has a formal business ad- ministration department with six full-time faculty mem- bers. As of the end of 1981, according to the department's chairman Dr. John McMillin, there were 350 declared majors in business administration, plus a like number of students, though undeclared, who will probably declare business as their major. One quarter of the school's en- rollment is enrolled in business administration, signify- ing, says McMillin, not only strong interest by students, but a strong commitment by the college. The most popular major curriculum, as it is at other local business schools, is accounting and Point Loma has both an accounting degree and an accounting certificate program. While accounting is the most popular major, and the school is placing all its graduates in this area, this may change. McMillin observes that, "Oddly enough, I see this de- (Continued on X-18)
Monday, January 11 , 1982
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THE SAN DIEGO UNION X-13 Local Business Educators Respond To Increasingly Demanding Students By IGOR LOBANOV
generalist in nature), or presented as special non-degree, non-credit cours- es for managers now in business to take at night as an update on their particular field. The problem for such training today, as Dr. Burns sees 1t, is to pre- pare students to be deeply involved in the technology of computers - es- pecially as it involves decision-mak- ing processes. Executives of the fu- ture will be ever more involved in info~ation processing, says Burns, addmg that there is a need for train- ing in management within areas where there is a great deal of ambi- guity, uncertainty and high rates of change. He cited the newspaper busi- n~ as an example: rapid processing of mformat1on, constant checking for accuracy and rapidly ,changing tech- nology.
who came west to do graduate train- ing in business. As a result, Burns is now facing the same dilemma seen at some other local business schools: trying to control student enrollment enough to keep it in line with faculty resources. He admits that he now has to up the admission standards a bit to bring enrollment into line. Allen R. Bailey, dean of San Diego State University's College of Busi- ness Administration, faces the toughest cutback restrictions in the area. With 7,500 business majors on hand - double the number at the school three years ago - drastic steps ar.e required. · There was a degree of uproar last year when the enrollment curtail- ments were announced. Add in the 2 percent overall budget cut for the university, handed down from the state, and the result has been a forced reduction of one-third in the number of business administration majors within the next two years. Al- ready the school has lost 45 classes to the academic belt-tightening, says Dr. Bailey, adding that enrollment in the spring session will be down by 1,500 students. This does not translate directly into cutbacks in the number of those who are majoring in business be- cause of those already on hand - who will be allowed to stay but may not be able to get into perhaps 30 percent of the classes they want. This iro~y exists because, customarily, sprmg new-enrollments are the low- est gr~up in the year, so the real op- portunity to cut won't hit until fall of this year. Already done away with is the time-honored practice where stu- dents who had not declared they were majoring in business could en- roll in a course by "crashing" the class. (Continued on X-17, Col. I)
Educating the executive is big ~us~ess in San Diego these days. Six ~titul!o~ of higher learning pro- vide curr1culums which prepare stu- dents for a career - or executives for a promotion. However, serious challenges face those who develop and present the training: steadily increasing demand for business courses, both by those now in business and many who find their liberal arts degree of little use in finding a job; growing emphasis on computer applications to all phases of business; shifts of what tradition- ally have been evening class curricu- lums for the already-employed to daytime sessions for full-time stu- dents - both undergraduate and graduate. The University of San Diego's School of Business Administration headed by Dr. James Burns, has see~ almost a 50 percent increase in grad- uate level students (now 200) and a 20 percent gain in undergraduate en- rollment (to 700) in the past year. The school received graduate level ac- creditation from the American As- sembly of Collegiate Schools of Busi- ness in 1981. (The undergraduate pro- gram had been certified the year before.) Concentration is now on farility and program expansion. Dean Burns is currently overseeing development of a new $4 million building for his school. and if fund-raising efforts progress successfully, the ground- breaking may take place later this year. New programs under review are curriculums in Management in the Recreation Industry, Management of Health Care Facilities and High Technology Management. These pro- grams could be instituted at either the undergraduate level, attached to the graduate program (which is now
Education
DATF: Jan. 14-15 1 IME: 9 a.m to 4:30 p.m. Sf:MINAR: Fffective Project Manage- ment 1 ools and Techniques for Success J OC'A 110 USD BankAmerica Room, School of Business l ff: : $260 SPO SOR: USD Schools of Bu iness and Continuing Education C-0 1 ACT: 293-4585 D lE: Jan. 14-15 ·1 IME· 9 a.m. to 4:30 p.m. SEMINAR Fffcclive Project Manage- ment LOCATION: USD School of Business asc Room FF.F· $245 SPO SOR; Schools of Busine s Ad- miniwation and Continuing Education CO ·1 A I : 293-4586
As true at many business schools, most of the graduate stu- dents in business at USD work full time and study in the evenings for their MBA. However, during the past t~o years, a growing number of ap- phcants have requested full-time day study, so the school is now offering more master's courses during regu- lar weekday hours. The school is drawing students with undergradu- ate degrees from East Coast colleges is
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