THE STAR, TUESDAY 19 FEBRUARY 2019
POSTGRADUATE
By SRIMAYEE SEN SARMA
LAST year, the Government announced that
it was implementing a zero-based budgeting
(ZBB) system for all ministries and
departments, with the aim of reducing
wastage and curbing corruption.
What is ZBB and how is it different from
traditional budgeting? What would be the
effect of this system on businesses in
Malaysia, and what will it mean for the
future of finance and accounting education?
CPA Australia head of external affairs Paul
Drum explains, “As the name suggests, ZBB is
a budgeting technique where all expenses
must be justified from the ground up,
meaning that zero is the starting point.
Organisations then build their budgets
around what is needed for certain periods
rather than simply relying on what was done
in past budget periods.”
Chief executive officer of The Malaysian
Institute of Certified Public Accountants,
Novie Tajuddin, says, “It is a method of
budgeting that is based purely on the
functions and activities the organisation
would like to achieve in a given financial
year, and everything within the budget must
be justified. To implement it, the organisation
needs to formulate its corporate strategy,
which will later be translated into action
plans.
“The budget is prepared based on action
plans and activities, not historical events. In
other words, there is no element of an
incremental budget, unlike the traditional
budgeting principle.”
Undeniably effective strategy
There is a reason more and more global
companies, including Diageo, Kraft Heinz,
Unilever and Mondelez International, are
switching to a ZBB system.
According to research conducted by
Accenture Strategy, of the 85 largest global
companies that have implemented this
budgeting system, 91% have met or exceeded
their targets.
As for the benefits ZBB may have for
Malaysians, Drum clarifies, “It is important
that the best use is made of scarce and
sometimes finite resources of the
Government. Since all costs are granularly
justified in the ZBB process, the main
benefits are that it allows more flexibility in
budgetary allocation and reduces funds
wastage.
“It will thus have many positive benefits –
from keeping taxes lower than they may
need to be otherwise to improving the
services people expect from the
Government.”
The soft implementation of ZBB in certain government sectors has given rise to the need for
experts in the matter. Higher education institutions are expected to answer this call.
Starting from scratch
ZBB has helped many an organisation adapt to modern ways of doing business, which takes into account the nitty-gritty and not just the big
picture.
Similarly, Novie expresses optimism
about this new budgeting system and thinks
it will benefit Malaysia’s economic condition
immensely.
“I believe that changing the budgeting
system to ZBB will have a positive impact
on us. As all cost and expenditure must be
well justified, it will provide clarity to the
Government on the optimum budget
required to boost the country’s economy.
“With budget optimisation, more funds
can be allocated for development and
injected into the economy. With the spread
of this impact, various sectors will benefit
from the funds.”
Novie believes reviewing the budget from
time to time will further strengthen the
optimisation exercise and unused parts of
the budget can be reallocated to other
sectors that need more funding.
He says this will help avoid unnecessary
spending or the trend of spending sprees
that create a negative impact on the
economy. It will equate to a better spread of
funding across sectors in the national
economy, which will be a boost to Malaysia.
Keeping the transition stable
In an article titled Anything zero-based is
all the rage. Time to separate the facts from
the hype. published on the Accenture
website, author Kris Timmermans writes,
“ZBB is not a budgeting exercise that gets
completed and everyone moves on. It is an
act of culture. A mindset that becomes so
ingrained in how people think and work that
people do it naturally. Like breathing.”
However, the first step is to successfully
implement it, which is a whole different
ballgame. Executing the transition to a new
budgeting system has its own set of
challenges.
Novie clarifies the implementation
process, “Any organisation wanting to
implement ZBB needs to start from scratch
by performing market research, identifying
new opportunities in business and
formulating a business plan.
“There is no trend analysis involved since
every single action plan must have the
budget accompanying it to justify the
funding required.”
Any kind of change requires manpower
that is skilled in driving the transition. Since
ZBB is different from traditional budgeting
system in many ways, Novie believes that
the expertise needed to guide the
implementation of this system will vary, too.
Nevertheless, he is also certain that
Malaysia has enough professionals who can
lend their expertise to implementing this
budgeting process successfully.
How things can change
Zero-based budgeting (ZBB) varies from
the traditional budgeting method in
several ways. Some of the key differences
are as follows.
l ZBB, unlike traditional budgeting,
is up to date and based on the current
situation rather than the past.
l It takes cost effectiveness into
consideration.
l ZBB considers that individual
departments can bring in profits.
l It offers much better clarity in fund
allocation and expenditure as all budgeted
items are justified.
l It is based on a holistic approach and
He says, “There are 36,000 chartered
accountants registered with the Malaysian
Institute of Accountants who would be able
to assist with the implementation.
“The Government’s initiative to increase
the number of qualified accountants in
Malaysia to 60,000 is also contributing to
the number of subject matter experts in the
nation.”
The future of education
With this new budgeting system in place,
there is a need for experts knowledgeable
in ZBB. There are certain aspects that need
to be updated in accounting courses in
Malaysia to ensure that future accountants
are knowledgeable and can successfully
plan and implement ZBB.
“Since ZBB does not rely on history and
trend analysis and is more forward-looking,
strategic planning and corporate strategy
are key elements in future accounting
courses in Malaysia. This includes a
scenario-planning and strategic-planning
approach which is flexible and can be
adapted to any given scenario,” says Novie.
“This is to ensure accountants are not
just keeping the books and being compliant
but also to be more anticipative and
proactive.”
With so many positive changes, including
the Government’s implementation of ZBB, it
is not only the future of the economy, but
also that of accounting education in
Malaysia that looks promising.
considers the entire organisation rather
than just looking at funds from an
accounting perspective.
l It is more strategic in the sense that it
considers business plans and takes into
consideration the growth factor of an
organisation.
l Unlike traditional budgeting methods,
which are usually fixed annually, ZBB
takes a situational approach.
l It is far more detailed than traditional
budgeting, which is often considered a
disadvantage of ZBB as it takes a lot of
time, effort and resources to plan and
execute.
2 Postgraduate
THE Accreditation of Prior Experiential
Learning (APEL) is a pathway that allows
working adults to leverage their work
experience to enrol in an academic
programme.
Teo Pei Shen, 30, is one of many learners
at Open University Malaysia (OUM) who
enrolled through APEL, and is in his third
year of the Bachelor of Information
Technology with Honours programme.
Majoring in mobile computing, Teo has had
his fair share of ups and downs in life and
studies before he enrolled at OUM.
“I obtained excellent SPM results and my
parents sent me to Russia to study medicine.
But I had to cut short my studies there due to
personal reasons,” he shares.
Since returning to Malaysia, Teo has been
working at his family’s business. But in 2016,
his father persuaded him to consider part-
time studies at OUM.
“My father has always encouraged me to
continue learning. One of his words of
wisdom is that knowledge is a treasure no
one can take from you,” says Teo, who adds
that his father’s advice spurred him to find
out more about APEL.
“APEL opened the door for me to pick up
my studies once again despite my lack of
academic qualifications.”
OUM is the first private institution to
receive the Malaysian Qualifications
Agency’s (MQA) approval to offer APEL in
2006. In line with the university’s philosophy
of opening minds and transforming lives,
APEL was introduced to grant recognition to
individuals with prior experiential learning
for the purpose of admission (APEL (A)) and
credit transfers (APEL (C)).
APEL (A) allows those who lack formal
qualifications but have extensive experience
enrol into various diploma, bachelor’s and
master’s programmes.
APEL (C) enables their learning experience
to be assessed and if proven competent, they
can earn credits for relevant courses,
shortening their study duration.
“I am only an SPM holder. Without STPM
or A-level qualifications, normal entry
requirements at other higher learning
Alternative pathway
to higher education
As a way to provide alternative pathways to higher education to a wider range of learners,
OUM offers entry through APEL.
institutions will only allow me to pursue a
diploma. But with APEL (A), I was given the
opportunity to pursue a bachelor’s degree,”
says Teo.
This time around, he is not taking
anything for granted. He is doing his best
despite having to juggle both work and
studies.
“I spend at least four hours a day studying.
Since I obtained excellent results in my first
THE STAR, TUESDAY 19 FEBRUARY 2019
OUM is the first private
institution to receive the
Malaysian Qualifications
Agency’s (MQA) approval to
offer APEL in 2006.
three semesters, I am determined to pass
with distinction,” adds Teo, who dreams of
becoming a programmer.
For APEL (A), of the total enrolment of
new learners in 2018, 28% or more than
3,000 were APEL candidates, which is a
considerable increase from the previous
year.
A total of 170 courses have been approved
for APEL (C). OUM’s APEL Centre is planning
to increase the number to 230 courses this
year. OUM has also received a five-year
extension from MQA to continue operating
as an APEL assessment centre.
The steady growth of APEL and the
public’s positive response bears testimony to
the importance of alternative pathways in
higher education.
For those interested in further studies but
lack formal academic qualifications, APEL
can open doors for everyone to achieve their
dreams.
n To learn more about APEL, visit
apel.oum.edu.my, email apel@oum.edu.my
or call 03-2773 2556/2700/2786.
THE STAR, TUESDAY 19 FEBRUARY 2019
Online learning opportunities
for a changing workforce
IN the past, studying via open and distance wanted a second chance at obtaining a
learning (ODL) was associated with working degree. This is certainly the case with
adults. ODL’s flexible arrangement and many ODL institutions, including Open
career-relevant programmes offer working University Malaysia (OUM), where this
adults the opportunity to study on a part- demographic represented most of the
time basis without compromising their jobs learner population. However, there has
or personal responsibilities. been a reversal to that trend.
Thus, open and distance learners Millennials, sometimes referred to as
primarily comprised mature Generation Y, who are between the ages of
individuals with full-time 23 to 38 this year, make up a growing
jobs who group of open and distance learners. This
change is something OUM has witnessed at
first hand – close to 70% of learners who
registered with OUM last year are
millennials.
As digital natives, millennials are tech-
savvy individuals familiar with the
latest gadgets and applications,
which they use to not only keep
up with the latest news and
their social circles, but also
access information and learn
on the go.
By 2020, millennials
will represent 35%
of the
To keep up with the changing times, OUM is helping youths by offering learning options
suited to the growing millennial workforce.
Malaysian workforce. The Freelancing in
America: 2018 survey found that almost
40% of freelancers in the United States
workforce are millennials. Many no longer
favour regular nine-to-five jobs and prefer
more independent careers.
This emerging trend will influence not
only the global economy, but educational
expectations and opportunities as well.
For instance, the Millennial Careers: 2020
Vision survey that polled the opinions of
19,000 millennials across 25 countries
revealed that 93% view ongoing skills
development as important to their future
careers and are willing to spend time and
resources on further studies.
For this overwhelming majority,
especially those already in the workforce,
ODL will prove to be the best option for
them to upgrade their qualifications and
skills. While traditional classroom learning
has been the norm in higher education,
ODL leverages current technology to offer
millennials a unique learning experience
that suits their lifestyle.
At OUM, learning materials, resources
and support services are all available
online. E-learning, as the main delivery
component, is complemented by an all-in-
one learning management system called
myINSPIRE and various electronic learning
materials, which truly allows learning to
take place anywhere and at any time.
Multimedia-rich content such as video
lectures are a nod to learners who benefit
from easily accessible, bite-sized visuals.
Postgraduate 3
By PROF
DATUK DR
MANSOR
FADZIL
Besides that, online forums and tech-
friendly assessment methods, such as online
quizzes, provide instant and continuous
feedback to help learners feel motivated.
Finally, the accreditation of prior
experiential learning (APEL) is an
advantage for millennials who do not
possess the minimum entry qualifications.
Through APEL (A), they can gain admission
by leveraging their prior learning
experiences, while APEL (C) allows them to
obtain credits for experiential learning,
helping them complete their studies faster
and at a relatively lower cost.
As an institution that prioritises the needs
of our learners, OUM will continue to
explore new means and approaches to
provide the best experience for our
learners. By meeting the needs of the
millennial generation, we hope to
contribute to a knowledgeable and
competitive workforce for a vibrant and
prosperous Malaysia.
n Prof Datuk Dr Mansor Fadzil is president
and vice-chancellor of OUM.
4 Postgraduate
An MBA for the 21st century
THERE is no doubt that 21st
century economic dynamics have
changed the landscape of business
at home and abroad. Global
organisations and establishments
at all levels of management in the
corporate and industrial sectors
seek cost effective ways to stay
afloat in the red ocean. One vital
question remains: can Malaysia’s
current human capital or talent
resources adopt and adapt to
megatrends in the face of
disruptive changes?
The combined approaches of
Management & Science University
(MSU) to 21st century learning
and industry-driven education
have built strong traditions that
enhance current and future pools
of human capital assets to address
the challenges of the 21st century’s
Knowledge Economy. Global
companies in Malaysia, the
Asean Economic Community and
the Asia-Pacific region are
constantly on the lookout for
innovative approaches to talent
enhancement in sustaining
business leadership beyond
national boundaries.
MSU’s Master of Business
Administration (MBA), offered at
its Graduate School of
Management (GSM), is geared
towards providing only the most
critical skills in talent creation at
the business and management
marketplace. An MSU MBA
remains high on the priority list
of 21st century education for
professionals and leaders in
generating business-centric skills
to meet human capital demands
for new business perspectives
around the globe.
By adopting global standards
and industry best practices,
MSU’s MBA programme modules
pioneer new directions in
building capacity and enhancing
key abilities for all levels of the
management spectrum –
including business innovation,
strategy, and decision-making
skills – as well as enhancing skills
across the entrepreneurial,
managerial, financial,
information technology,
governance, and human resource
spectra.
MSU’s MBA programme seeks
to translate real-world practice
into classrooms, for an immersive
360° experiential learning that
excites. Advocating the United
Nations Sustainable Development
Goals, MSU’s MBA programme
also incorporates practical
dimensions to developing top-tier
management skills, encompassing
entrepreneurial leadership,
strategic management, Islamic
finance, project management and
key business and management
knowledge for the 21st century.
MSU’s MBA programme’s
combination of affordable fees,
world-class teaching and leading
industry collaborations has
enabled the creation of a
sustainable network of graduates
and managers well prepared to
meet the demands of 21st
century business. The MSU series
of CEO Talks and Entrepreneur
Talks provides MBA students
with the opportunity to be
up-close and personal with global
CEOs to explore cross-sectional
approaches across the business
and management spectrum.
Besides the MBA programme,
the GSM also offers doctoral and
master’s programmes in
management/business,
accounting/finance, management,
educational management and
leadership, education (Teaching
English as a Second Language),
international business,
counselling and guidance,
fashion business, international
hospitality and tourism
How to become
an auditor
AUDITING is one of Malaysia’s
most promising and sought-
after careers, and it’s not hard to
see why. Known for its bright
career prospects and ability to
command a high income,
auditors in Malaysia can earn
up to RM115,000 annually, with
entry-level auditors expecting to
earn an average of RM38,000 a
year. These professionals are in
high demand by a wide range of
industries – from finance and
manufacturing to business
management.
Not to be confused with
accounting, auditing ensures the
legitimacy and reliability of
financial information, while
accounting produces financial
statements and other financial
information for a given
organisation. In general,
auditors are responsible for
assessing the financial
operations and work of these
organisations to ensure they are
in compliance with the law.
If you happen to possess a
vigilant eye for detail and are
looking to put your analytical
skills to the test, then you might
want to consider pursuing this
rewarding career path. As with
any position that requires a
strong sense of integrity and
duty, there are standards to be
met in order to become an
auditor.
The conventional way would
be to obtain a bachelor’s degree
in a finance-related course. You
also need to take the Association
of Chartered Certified
Accountants (ACCA) exams
or Chartered Institute of
Management Accountants
THE STAR, TUESDAY 19 FEBRUARY 2019
management and early childhood
education.
These programmes are offered
as weekend or weekday classes, in
flexible time frames and for all
management levels with a variety
of study modes to fit a learner’s
situation best: whether to attend
classes on the weekdays, weekends,
or evenings, or opt for virtual
learning through video
conferences and online
discussions.
Lifelong learning is vital for
everybody and not just for the
insatiably curious. Make lifelong
learning a part of yourself to
advance in your professional life
and gain immense personal
fulfilment.
n For more information on
postgraduate programmes offered
at MSU, call 03-5521 6868, email
enquiry@msu.edu.my or visit
www.msu.edu.my
(CIMA) exams to be qualified to
practice and start job hunting in
the accountancy industry.
After three years of
professional work experience,
you would then need to obtain
membership with the Malaysian
Institute of Accountants (MIA).
Once approved, you will be
granted an audit licence, which
you are required to renew every
two years.
An alternative route would be
to join ACCA’s one-year
foundation programme, which
can be taken after SPM, then
proceeding with its two-year
full-time course. This will get
you up to speed with the
essentials at a much faster rate
compared with a conventional
degree. Do remember, however,
that you still need an ACCA
qualification even if you have a
degree. Additionally, you need
to be an MIA member under the
Chartered Accountant category
to ensure sustainable career
growth.
At the end of the day, what
are companies actually looking
for? When it comes to hiring
policies, there is no one
standard rule in Malaysia. Some
companies will require degree
qualifications, others will
require professional
qualifications, while others will
require both.
Hence, the safest bet would be
to have both a degree and a
professional qualification,
although this path might not be
feasible for everyone. Therefore,
do make sure you know what
you want, and whether this is
the path you want to pursue.
THE STAR, TUESDAY 19 FEBRUARY 2019 Postgraduate 5

Creating healthcare managers

TODAY’S healthcare industry is
facing many challenges. Patients,
families and communities are
expressing stronger demands for
better care, but on the providers’
side, there is a longer list of issues.
International Medical University
(IMU) aims to provide training to
equip managers with relevant
competencies to direct and manage
different facets of these challenges
that confront professionals who
will be leading international,
regional and local private and
public health and health-related
organisations.
Thus, IMU is offering the Master
of Business Administration (MBA)
in Healthcare Management. This
programme will encourage
students to think outside the box,
further developing their
management and leadership skills.
With this qualification, students
will be equipped with skills
including discovering business
strategies, strategic marketing,
corporate reputation and more
through workshops, peer group
and experiential learning as well as
online activities.
They have the dual opportunity
of getting not only into the wider
business and management job
market, but also command an
advantage in the high-demand
market of healthcare industries.
Programme director Assoc Prof
Toh Puan Dr Safurah Ja’afar says,
“IMU’s MBA in Healthcare
Management aims to equip
learners with relevant skills for
leading and managing issues
relevant to professionals, managers
and those keen on managing the
healthcare industry.
“Learners have the opportunity
to learn how to critically assess
health systems and healthcare
structures, apply core principles
of management in healthcare
settings, and operate within
prevailing legal frameworks.
“Graduates will benefit by
further building their personal and
professional competencies so they
can provide insights into best
practices in managerial strategies
and the formulation of appropriate
strategic solutions.”
This programme has a flexible
curriculum to fit into the working
adult’s lifestyle. Students can
choose to complete the programme
in 15 months full time or 2.5 years
part time. This course uses a
blended learning model that offers
online study options that are more
flexible for professionals and those
wishing to advance their careers.
With a constellation of teaching
and learning activities such as
lectures, tutorials, case studies,
written assignments, group
projects, presentations and
discussion boards, students be will
equipped with a well-rounded
understanding of the subject and
relevant issues, allowing them to education, implant dentistry,
formulate intervention strategies, and health professions education.
both in class simulations and
actual industry-based n For more information,
interventions. visit www.imu.edu.my, email
Teaching and learning is postgraduate@imu.edu.my
delivered and supervised by highly or call 03-2731 7272.
qualified and experienced faculty
members. The faculty will be
complemented by industry
experts who will share their keys
to success with the students.
The inaugural intake for this
programme will commence in
March. Students in this intake
will receive a RM5,000 tuition
fee bursary.
IMU also offers
postgraduate programmes
in a wide range of fields,
including public health,
analytical and
pharmaceutical chemistry,
molecular medicine,
acupuncture, pharmacy practice,
diabetes management and

Reflections on
my PhD journey
EARNING a PhD is seen as a
daunting task to many. Having
gone through the journey myself,
I came to the realisation that one
does not need to spend the full
three or four years getting your
PhD. With good support,
determination and focus, you
can finish your PhD sooner and
make it an enjoyable journey.
Now that I am on the tail-end
of my own PhD journey, I can
reflect on all that I have been
through and the many lessons
that I have learnt along the way.
I can relate to what Thomas
Edison said about success:
“Genius is 1% inspiration and
99% perspiration.” The journey
to a PhD may not be as smooth
as one expects. There will be
twists and turns, as well as
unexpected obstacles. It will
make you perspire, and
sometimes, push you to the
depths of despair.
It is a matter of being
passionate about what you are
doing. When you have a passion
for the topic you are researching,
it is no longer a chore and
instead can be an enjoyable
experience.
A PhD is a huge undertaking,
as you will spend years
attempting to push the
boundaries of current
knowledge. You may think the
world revolves around you, but
the truth is, life goes on. For
mature students with family
commitments, such as myself,
your family will often demand
your undivided attention.
At such times, having
supervisors who can empathise
with you and your situation is
key. I am lucky to have had good
supervisors. Their support has
been critical in helping me
balance my commitments. The
ability to work well with your
supervisors and share your
struggles outside of the academic
realm allows them to support
you better in times of need.
Even with understanding
supervisors, the journey towards
a PhD can still be lonely. Faced
with seemingly never-ending
research and writing, there will
be times where you seriously
doubt your capabilities or
harbour thoughts of quitting.
Fortunately, I have a group of
peers who constantly motivate
each other. We communicate
frequently, texting one another
to ask how everyone is doing
and checking on one another’s
progress. It might seem
insignificant to some, but simple
words from my peers like “Hang
in there!” and “Do not give up!”
reminds me that I am not alone
on this journey.
Pursuing a PhD is about
exposing yourself to the larger
ecosystem of research, which
allows you to establish networks
and keep abreast of the latest
developments. I am glad to have
worked with like-minded
researchers who constantly
encouraged me and provided me
with opportunities to improve
my research skills.
When I started searching for
the right institution to pursue my
PhD, one of my key criteria was
a good support system. I made a
good choice in Curtin Malaysia
as it supported me by helping me
attend conferences and provided
scholarships and consumable
allowances to manage my out-of-
pocket expenses arising from
research. Such support
demonstrates the university’s
commitment to establishing a
conducive environment to
pursue postgraduate research.
If I can turn back time, would I
pursue a PhD again? The answer
is a resounding yes! Though it
has been challenging, it has been
a fruitful and interesting journey.
I was not born smart; it was my
hard work that brought me to
where I am today. I am glad I
chose this path. – By Tan Kim
Lim
n The writer is a Singaporean
pursuing his PhD with the
Faculty of Business at Curtin
University Malaysia. His
research interest is in work
engagement, meaningful work
and job burnout. He can be
contacted at tan.kim.lim@
postgrad.curtin.edu.my. For
more information, visit
curtin.edu.my
6 Postgraduate
The importance of soft skills
THERE is a growing need to leave university
with soft skills as well as technical
qualifications. It is central to technical and
vocational education and training that
students are given the necessary knowledge
and skills to prepare them for employment.
Getting a degree from a good university
will provide you with technical skills, but
employers look for two more things. They
want graduates to have had some real-world
exposure so that graduates are able to apply
their knowledge in a business environment.
They would also like graduates to be
equipped with a set of soft skills that enable
them to work effectively from day one.
But what do we mean by “soft skills”?
Here are a few expectations placed on
today’s graduates when they leave
university.
l Presentation skills – If you are invited
to an interview, you will likely be asked to
give a presentation. If you have never done
one before, you will be nervous and, quite
frankly, not very good at it.
Giving good presentations does come with
practice, so you should take any opportunity
to hone this essential skill and draw on the
expertise of others. Watch lecturers who
enjoy listening to and ask yourself how they
are different from the lecturers who are not
so engaging.
YouTube videos, especially channels such
as TEDx Talks, are an excellent resource. In
my view, there is nothing as bad as just
reading text off a presentation slide.
At the University of Nottingham Malaysia,
we provide other opportunities for students
to develop public speaking skills. Our
Toastmasters Club has a mission to empower
individuals to become more effective
communicators and leaders.
We also invite recent graduates to address
University of Nottingham Malaysia students represented the institution at its Tri Campus
Games last year in the United Kingdom, which they won.
the graduation audience. We know this is
daunting, but what a fantastic opportunity it
is to talk to an audience that is willing you to
do well.
l Report writing – Writing a report is
different from writing an essay or scientific
paper. A thesis or dissertation may come
close, but even those are different.
When writing a report, you may be
required to collect or analyse data, structure
the report, make recommendations, provide
an executive summary, provide references
and try to win others over to your point of
view.
It is worth looking at well-written reports
so that you know how to present them. Like
public speaking, you should take every
opportunity to write reports, especially if
you can get feedback.
l Debating – In a business environment,
you will attend a lot of meetings. You should
confidently participate and be able to get
your point across in a concise and coherent
way. When you are in a meeting, make sure
your voice is heard in a way that is
constructive to the discussion that is taking
place.
l Leadership – It may not be obvious
how you can develop your leadership skills
at university, but being part of the student
association, leading corporate social
responsibility activities and organising
charity events are all ways that you can
Boost your job
prospects with an MBA
MOST students pursuing higher learning
programmes are driven by the aim to
secure good job prospects within well-
established organisations. Recruitment
agencies and the prospective employing
organisations, in turn, expect to see
candidates with a range of skills and
competencies appropriate to the demands
of the business environment. Managerial
skills in these contexts are imperative.
The challenges and complexities of
today’s business environment point to the
greater importance of acquiring a Master of
Business Administration (MBA)
qualification. Obtaining an MBA
from a top business school will
offer you a wealth of
advantages. The pursuit of an
MBA offers new learning
opportunities in international
business trends and the
application of innovative
management techniques will
challenge you to be a better
employee.
According to the
Malaysian Industrial
Development
Finance Research
THE STAR, TUESDAY 19 FEBRUARY 2019
They want graduates to
have had some real-world
exposure so that graduates
are able to apply their
knowledge in a business
environment.
develop this important skill, which can help
further develop your career.
These four points barely skim the surface
of skills that employers look for. When
considering a degree programme, ask the
institution whether this type of training is
built into the curriculum rather than being
offered as separate (or perhaps even
optional) courses.
It is only by continually developing your
soft skills will they be at the level required
by employers, giving you an edge in the job
market.
n Prof Graham Kendall is chief executive
officer, provost and pro-vice-chancellor of
the University of Nottingham Malaysia.
Twitter: @Graham_Kendall
2017, the youth unemployment rate is 10.8%,
which is quite an alarming figure. Hence,
being equipped with an additional
postgraduate qualification will secure better
job prospects for MBA graduates.
Prof Dr Stanley Yap Peng Lok, dean of
SEGi University’s Graduate School of
Business, offers sound advice, saying, “A
SEGi MBA student has the privilege of
gaining priceless analytical and management
skills across a range of sectors.
“He will have opportunities to gain soft
skills by interacting with peers from a
diverse range of industries and nationalities,
which is essential to succeeding in business.
We provide quality programme modules
that can help professionals and youths
gain the business mindset most
employers expect.
“SEGi’s master’s programmes offer
diverse, world-class competencies for
professionals across all disciplines. These
programmes will significantly enhance
your capabilities. From the moment you
begin your journey as an MBA
student, you will have access
to a vast network to help
> SEE NEXT PAGE
Prof Dr Stanley
Yap Peng Lok.
THE STAR, TUESDAY 19 FEBRUARY 2019
Business on the brain
THE human brain has often been called the
final frontier in science. Endless research
has yet to give us a full understanding of the
complexities of how the mind works, which
is one reason neuroscience is such an
intriguing area of study.
In 2013, Monash University Malaysia’s
School of Business launched a
Neurobusiness Laboratory, a “thinking
facility” to help researchers measure brain
activity to better understand human
behaviour in making business decisions, in
relation to the workplace and other factors
that contribute to the economy.
Neurobusiness is a tool that employs core
neuroscience principles to measure body
function and direct behaviour to better
understand human behaviour.
For Assoc Prof Dr Motoki Watabe, the
co-chief researcher at the lab, working in
one of the region’s first neurobusiness labs
holds great potential for him to further
develop his research.
“I’m interested in how people cooperate
with each other. There is interdependence
with others in the workplace, which
requires some level of trust. How we
establish trust interpersonally is important
in ensuring a functional business
environment,” he says.
Assoc Prof Watabe, who co-authored the
bestselling book Unpleasant Workplace, in
which he analysed problems of cooperation
at workplaces in Japan, says his current
project is focused on reputational
information.
“In an interpersonal situation, I study
how a person makes a decision on whether
or not another person is trustworthy based
on reputation. Reputation is usually an
abstract summary of a person’s past
behaviour, but my hypothesis says there are
cultural factors that make a difference. How
do Asians and Westerners judge a business
Quality learning experience
> FROM PREVIOUS PAGE
you advance in your career.”
SEGi MBA and Doctor of Business
Administration (DBA) alumna Alice Zhang
Meng Wan says, “With the help of my
supervisor and lecturers, the range of my
knowledge and skills has expanded rapidly.
I enjoyed my time here, so I pursued the
DBA after graduating with an MBA.
“My advice to the youths out there is that
you should pursue your MBA at SEGi to find
the perfect supplement to your career. The
programme can help you acquire
knowledge of business practices needed to
start a new business or help existing ones
grow.”
There are a variety of postgraduate
programmes at SEGi University that are
offered in collaboration with top university
partners such as University of Central
Lancashire and University of Sunderland in
the United Kingdom and University of
Southern Queensland in Australia.
For a quality learning experience, SEGi
University has dedicated academicians who
are connected to the industry to ensure that
students reap the full benefits of what the
university has to offer. These academicians
will guide you and unlock your potential by
pushing you out of your comfort zone.
SEGi University is equipped with a
quality learning facility, online learning
with Blackboard for students to do
research, and referencing resources from
around the world.
SEGi University’s Graduate School of
Business offers quality, affordable MBA
programmes specialising in global business,
general management, finance, human
resource management and marketing.
These programmes are flexible enough to
meet the demands of an ever-changing
workforce and develop leaders of
tomorrow with the skills and
knowledge to propel the country
forward.
To learn more about courses and
Postgraduate 7
partner based on reputation?”
To investigate this, Assoc Prof Watabe uses
an eye tracker, a hi-tech piece of equipment
available at the lab. The concept of eye
tracking, or neuromarketing, is one of the
fastest growing marketing sciences. It aims
to understand how people gather Assoc Prof
information and what influences their
Watabe says
actions and decisions.
through Monash
An advocate of eye tracking techniques in
Malaysia’s business field, the professor University
introduced the unique capabilities of eye Malaysia’s
tracking and electroencephalograms, which Neurobusiness
record the brain’s electrical activity. The data Laboratory,
gained from these methods can be researchers can
incorporated in research and applied in study human
marketing practices to develop effective behaviour and
advertisements, brand campaigns, how it relates to
packaging, retail environments as well as business.
help marketers understand consumers’
perceptions towards brands and their
products.
Assoc Prof Watabe says eye tracking also
helps researchers study and measure a
person’s visual attention by measuring eye
movements to determine where a person is
looking, what they are looking at and the
duration in which their gaze is in a
particular spot. The data gained from the
research is of great use in marketing.
“It is important to know how the design of
a shape or product package can grab the
attention of its intended audience,” he says.
This year, Assoc Prof Watabe aims to
continue his research with the eye tracker.
He is looking at how easy it is for older
people to navigate Malaysia’s public
transportation system. His plan is to have 30
older Japanese people living in Malaysia take
part in this experiment.
n For more information on the School of
Business at Monash University Malaysia,
visit www.monash.edu.my/business.
SEGi’s master’s programmes
offer diverse, world-
class competencies for
professionals across
all disciplines. These
programmes will significantly
enhance your capabilities.
workshops available at SEGi University,
speak to the institution’s counsellors.
n To arrange a consultation session and
campus visit, call 03-6145 1777, WhatsApp
011-1210 6389 or visit www.segi.edu.my
Alice Zhang
Meng Wan.
8 THE STAR, TUESDAY 19 FEBRUARY 2019