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Director Peter Verhoef: “Setting up the University of Groningen Business School is a logical step”

06 September 2016
Verhoef

“World-wide each university with a broad range of business and economics education and research has a Business School. That is why it is a logical step also for our Faculty,” says Professor Verhoef who is appointed Director of the University of Groningen Business School (UGBS) per 1 September. “We have the in-house knowledge, and the Faculty Board wishes us to share this structurally and as a united front with the executive market.”

For a while now, the Faculty of Economics and Business has offered post-graduate education, for instance, the executive masters accountancy , controlling of M&A and Valuation , and shorter programmes in the areas of energy , health and marketing . “The essence is good and we definitely want to keep that, but as yet the offer is considerably fragmented and lacks a central denominator”, according to Verhoef. “UGBS must be the face of executive education at our Faculty.”

New products

Verhoef is now working on a strategic plan for the UGBS, in close collaboration with the present programme owners. “So as to be a strong brand, we want to focus on four matters in the product development: Firstly, strengthening and broadening the range of accredited programmes. For instance, from 2018 we will offer an MBA in Food Management that builds on the present Master Food Management. This Master of programme director Laurens Sloot we now offer together with EFMI .”

‘Blended education’ will be the second most important principle. “In all our programmes we want to integrate new, digital education methods , so that participants can, for instance, follow the programme partly on location and partly online. And in addition to already existing open programmes in the areas of energy, health and market analytics, we will see if we can set up more programmes focused on strong research areas such as logistics, leadership, strategy and international business. Finally, we are thinking of more in-company training sessions, such as those offered by the CIC now, for example, for NUON and Achmea.”


Unique

How can the UGBS distinguish itself from other Business Schools? Verhoef: “We will stay close to our faculty core values; we offer solid and good education and have both feet firmly on the ground. This sits well with companies that do not want to keep up with any hype at all costs. In addition, offering specialist programmes on segments of the market, such as food, energy or health is unique, where most schools focus on the broad market of MBAs. The Business School is and will remain an integral part of the Faculty and will not be a separate organisation. The contribution to the programmes will always consist of at least half our own lecturers.”

Challenge

The new Director is looking forward to the assignment and calls it a challenge. “We are entering the market rather late, and our geographical location could be a disadvantage. It is by no means a done deal. An important choice will also be whether or not we ourselves will do the acquisition or together with partners. In any case the aim is to achieve enough turnover with good products in 5 years to be able to exist independently, within the Faculty. For me personally this (part-time) position is nice, because it is something entirely new after years of research, teaching and departmental chairing. And I am convinced that the Business School really adds something to the Faculty.”


More information

Prof.dr. Peter Verhoef

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Last modified:29 February 2024 10.02 a.m.
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