Sections Supplements

‘Building on Our Strengths’

Elms College to Introduce M.B.A. with Three Concentrations

David Kimball and Kerry Calnan

David Kimball and Kerry Calnan say the new M.B.A. program at Elms College, slated to start in the fall, provides a solid growth opportunity for the school.


Kerry Calnan acknowledged there was already a crowded field when it came to M.B.A. programs being offered in this region — before Elms College decided to enter the mix with three offerings slated to make their debuts this fall.
To stand out in this field, programs have to be somewhat unique, provide intrinsic value to students, provide the skills needed in the modern workforce, and address the many changes that are taking place in the broad realm of graduate programs in business administration, said Calnan, director of the program, who believes that Elms has all that covered, convincingly.
“M.B.A students are younger, less likely to come from disciplines other than traditional business disciplines, and expect course-delivery methods that go beyond the traditional classroom model,” said Calnan, an accounting professor at the college. “Elms College’s M.B.A. will provide the flexibility and accelerated delivery expected by today’s students.”
Elaborating, Calnan said the new M.B.A. program will offer concentrations in accounting, health care leadership, and management, and will be delivered in an accelerated hybrid format, with 11-week terms that allow students to combine online and on-campus classes, or take the entire program online. The program also features a community-service component to engage students in solving business problems within their own community.
Looking at the sum of these parts, meaning the concentrations, community work, and other components, Walter Breau, vice president of Academic Affairs at Elms, said the 82-year-old college is “taking its foundational strengths and building on them.
“I’m always looking for strategic initiatives to move forward,” he continued. “We have very high-quality programs and a great reputation in the health care field, in nursing, autism, and other areas, and I see the business area as another center of high quality where we can leverage what we have into future programming.”
Noting that a high percentage of Elms students stay in this region upon graduation, Breau said the M.B.A. is considered another opportunity to “educate young people and keep them in the Pioneer Valley.”
Administrators are projecting, conservatively, that each concentration will attract at least 10 students for the fall semester, and they wouldn’t be surprised if that number is easily exceeded.
“The feedback we’ve been getting is tremendous,” said David Kimball, chair of the college’s Business and Law Division. “The Facebook inquiries have been off the charts, with alumni being very interested; some were in accounting, others want health care leadership … all three tracks are drawing interest.”
For this issue, BusinessWest takes an in-depth look at Elms’ new offerings, how school leaders believe they will advance the college’s mission, and why they believe these offerings will stand out in that increasingly crowded field.

Course of Action
Kimball told BusinessWest that M.B.A. programs have been talked about at the Elms for some time now. And often the discussions involved the school’s business and accounting students who were enjoying, and appreciating, their undergraduate experience at the Elms and asking if they could continue on there.
“As they would approach graduation, our students would ask about graduate programs they could do on campus,” he said, adding that these queries provided not only inspiration, but evidence of a solid core of potential students. “So there will be some retention of those students who want to stay and enjoy their experience here.”
For a number of reasons that he would articulate, Breau said school administrators and the board of directors decided that the time was simply right to forge ahead with a multi-faceted M.B.A. program.
Several factors played into this decision that the timing was right, said Breau, listing everything from the school’s strong track record in placing students in graduate programs, to changes in the accounting field (individuals are not being hired by most firms unless they have completed 150 credits of work, or a fifth year of education), to an expansion of the region’s health care sector and the subsequent need for more individuals with advanced degrees.
“Health care needs are only increasing here in Western Mass., and we have some tremendous health care facilities in this area,” he explained. “I see our program helping any of the health care enterprises in this region moving forward, because leadership is becoming an increasingly important component, and these institutions are looking for ways to not only keep their people but help them move up the ladder.”
As they moved forward with its M.B.A initiative, Elms administrators sought feedback from local business leaders in order to ensure that the offerings would provide the educational background and help develop the skills needed to succeed in today’s changing workplace, said Calnan.
“There’s an increasing need for advanced education in order to be more effective in the workplace, and our program fits the needs of the market,” she explained, adding that Elms administrators were influenced, and motivated, by acknowledged changes in graduate business administration degrees, as outlined in the popular book on that subject, Rethinking the M.B.A.
“Today’s M.B.A.s are very different from those in the past,” she noted. “We need to develop programs that will meet this new need, rather than continue on with the old philosophy of what an M.B.A. should look like.
“Today, you don’t see people from other disciplines, like engineering, getting into M.B.A. programs, at least as much as you once did,” she continued. “Now, it’s generally a business student, and they’re doing it when they’re much younger and with much less experience than they had in the past. So this program tries to blend both pieces, meaning the older, traditional approach and the new approach, along with a hybrid delivery.”
Calnan said one of the distinctions of the program, and a facet that will add value and thus drive enrollment, will be its faculty, most of whom are practitioners and experts from area businesses and nonprofits.
“We have a strong commitment to excellence, and we’ve worked very hard going after top executives in all fields to be a part of this program, and in two different ways,” she explained. “First, in an advisory capacity, and then as instructors, or partners with current instructors.
“For example, there’s a course in global political economy and its impact on social and ethical responsibility,” she continued, “and it will be taught primarily by a corporate mergers and acquisitions person from MassMutual, and it will be partnered with our own Theology department, where one of our professors will co-facilitate all of the discussions during the 11 weeks. So by partnering with corporate business and community members to be involved in delivering the program, as well as advising us as a college on curriculum and important trends going on in the world of business, those two pieces should help drive our enrollment in each of those tracks.”
To build awareness of the new programs and gauge interest, Elms administrators are using a broad range of marketing and communication strategies. These include the traditional — everything from billboards on I-91 to direct mail, to an open house and information session slated for Jan. 11 at the Alumni Library — to the new and non-traditional, including social media and especially Facebook.
“We’re getting a lot of very good response already — there are a number of current students who have expressed interest in staying on and getting an M.B.A. here,” said Kimball. “There’s been a good deal of excitement generated; we’re creating a buzz.”

School of Thought
Summing up what the new M.B.A. program means for the college, Calnan said that, in the simplest of terms, it is a tremendous growth opportunity and a chance to expand the mission.
“This will impact the school in a profound way,” she explained. “Graduate programs are a way for a college to sustain and grow — that’s where the growth potential lies.”
Time will tell if the school can indeed make its program stand out amid a strong field of competitors, but administrators believe they have offerings that will resonate within the marketplace and provide a degree of progress, literally and figuratively, for this Catholic institution.

George O’Brien can be reached at [email protected]