Breakthrough: The first cross-strait offshore classes
As well as adjusting the program structure, NTU also targeted the overseas market by setting up offshore classes. The Ministry of Education announced a policy allowing Taiwan’s universities to set up special classes offshore in February 2010. So NTU immediately submitted an application for their EMBA program, which was quickly approved. NTU is cooperating with Fudan University in Shanghai to run a double-degree program—the NTU–Fudan EMBA. Students who complete 36 credits and submit a thesis are able to obtain a double degree from the two universities.
With the added value of cross-strait cooperation, NTU’s EMBA program has become even more significant. Unfortunately however, it’s turning out to be a little one-sided. It seems that businesspeople from Taiwan are more enthusiastic about enrolling than those from the mainland. Huang explains that most applicants from Taiwan are hoping to make contact with students from the mainland to build relationships which will help them explore the mainland market. Senior managers from the mainland, however, don’t seem to have the same purpose, so it’s perhaps natural that they don’t have a strong desire to study in the joint program.
“Taiwan is not their target market, so why would they want Taiwanese as their classmates?” Huang notes that under the current joint program, each university must recruit its own students. So all that NTU can do is to continue to improve and optimize its program to attract the more outstanding senior managers from Taiwan, in the hope that this will also encourage more mainland candidates to enroll in the joint course.
Integrating cross-strait resources
Although the joint setup is three times more expensive than NTU’s normal EMBA program staged in Taipei, it is creating great excitement and enthusiasm throughout the business community.
A number of company chairpersons and CEOs have returned to study in the joint EMBA program. Tony Ho, chairman of the Test Rite Group, Huang Kuan-hua, executive director of New Wide Enterprise, Edward Po, general manager of Royal Philips Taiwan and Sally Chen, president of ELTA, have all participated in the inaugural program.
At the end of June 2013, Sally Chen made a highly acclaimed speech at the graduation ceremony on behalf of her classmates. “The special NTU–Fudan EMBA class is a place where there are ‘crouching tigers and hidden dragons’ at every turn—every student is brilliant. One has to battle the masters in every lesson.”
As Taiwan’s most prestigious university, NTU has transformed its EMBA program, a revolution which will hopefully lead the way for many other education providers in Taiwan to break the bonds of tradition.