EMBARK on a new course with the MBA with special focus in Blue Ocean Strategy.

Think different. Do different. Make a difference.

(MQA/PA1320) (N/345/7/0142)

Chart your trajectory.

UCSI University’s MBA with special focus in Blue Ocean Strategy prepares you for success in an

ever-changing business environment. Delivered in an environment of intellectual and practical

intensity, the programme equips you with hands-on experience of value innovation. Nothing is le�

to chance and you will collaborate with accomplished peers to thrive on commonalities instead of

unnecessary competition. You will come away from UCSI with a sound understanding of how

businesses and markets function. And as you immerse yourself in Blue Ocean principles, you will

trade up and leave diminishing profit pools for uncontested market spaces.

The MBA with special focus in Blue Ocean Strategy programme is intense. It is also tailored with

you in mind, delivered in a format that fits your schedule. Designed to challenge you in ways you

never thought possible, the programme exists for one purpose: The impact you will make on your

work.

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Rethink your business. Rethink the MBA.

Contents03

Message from the Vice-Chancellor

04Message from the Founder and Chairman of UCSI Group

05The MBA providers

07Important facts about the MBA

09The Praxis University®

11A unique format

13Industrial impact

14Testimonials

17How to apply

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Senior Professor Dato’ Dr Khalid Yuso�UCSI University Vice-Chancellor and President

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E In today’s ever-changing business landscape, the stakes have never been higher. Competition is sti� and only a fine line separates success and failure. Path-breaking leadership and sound business judgment are needed more than ever. Responding to the needs of the global economy, UCSI University has rolled out the MBA with special focus in Blue Ocean Strategy.

This is the first MBA in the world to o�er such a unique arrangement. Blue Ocean Strategy has transformed the way business is done globally and it was recognised by Thinkers 50 – a biennial global ranking of management thinkers – as the world’s second most influential management strategy in

2011 and 2013. By mastering and applying its tenets, graduate students sharpen their analytical skills, embrace the innovative imperative and master the art of decision making.

As a Praxis University®, postgraduate studies at UCSI University emphasise applicability. To provide the definitive hands-on experience, the MBA is jointly delivered by the University and the UCSI Blue Ocean Strategy Regional Centre – a consulting firm that works with some of the world’s biggest brands. This synergy sees graduate students learning from seasoned Blue Ocean Strategy practitioners who engage C-suite clients on a daily basis. Such exposure equips graduate students with fundamental knowledge on high-impact business consulting and razor-sharp business acumen.

The networking opportunities at UCSI University are immense. Your peer group – senior level executives from leading corporations – are an integral part of your learning experience. The mix of diverse perspectives and experiences is enriching and the camaraderie you build during the MBA programme will endure. Your classmates will become your lifelong business network.

This business credential is designed to set the gold standard in postgraduate business study. And we are looking for dynamic individuals who are keen to make their next giant leap. If you are determined to drive innovation, lead change and transform organisations, we want to hear from you. I personally look forward to welcoming you to UCSI University as you step forth to become the higher-order professional the industry needs.

Go beyond, be profound: Make a di�erence.

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Dato’ Peter NgUCSI Group founder and chairman

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ESSAGE

I’m pleased to introduce Malaysia’s premier MBA programme. Designed for seasoned executives and entrepreneurs seeking to make their next leap, this MBA o�ers a special focus in Blue Ocean Strategy – a game-changing management practice that caters to a professional and personal transformation.

As an active practitioner in Blue Ocean Strategy, I can personally attest to this. My first brush with Blue Ocean Strategy came in 2006 and I was impressed with its clarity and applicability. The concept of value innovation, in particular, stood out for advocating di�erentiation while lowering costs simultaneously. This swi�ly became the maxim of UCSI Group and we established the UCSI Blue Ocean Strategy Regional Centre in 2008.

Today, it provides consultancy services to some of the industry’s biggest brands. It is one of only five Blue Ocean Strategy global institutes in the world and it is the regional licensee for Blue Ocean Strategy activities in nine Asia Pacific countries and Canada. With such global reach, the Centre stands out as the crown jewel of UCSI Consulting – one of UCSI Group’s major business units.

Over time, the Centre received requests from seasoned professionals who wanted a tailor-made programme to address their personal needs and work schedules. This tied in well with UCSI University’s e�orts to develop a leading MBA programme and both bodies began collaborating in earnest.

The MBA with special focus in Blue Ocean Strategy is the result of years of meticulous planning. Designed to equip you with highly analytical tools and frameworks to understand global business, this MBA also provides you with unique opportunities to experience the global business context as you learn from – and work alongside – certified Blue Ocean Strategy practitioners.

I have no doubt that this MBA will help you the same way Blue Ocean Strategy has helped global businesses. Designed by practitioners for practitioners, it inspires respect, trust and credibility wherever you go. Blue Ocean Strategy is thought-provoking. It is also exhilarating. And most importantly, it follows one golden rule: it works.

By running Malaysia’s premier MBA programme, UCSI is laying the foundations to be one of the region’s top business schools.

UCSI UNIVERSITY

UCSI University is a renowned community of learning and scholarship. Widely acknowl-edged as one of Malaysia’s foremost private universities, UCSI o�ers an eclectic range of undergraduate and postgraduate programmes. It is also a melting pot of culture and diversity. Around 10,000 students from over 80 countries study here each year, bringing rich perspectives to the pursuit and advancement of knowledge on campus. The University’s academics are at the forefront of their disciplines and their views are highly sought a�er on major issues; from business to political science.

While the University has won many accolades, the defining hallmark is probably its strong track record of university-industry engagement. This distinction allows UCSI to play a role in shaping Malaysia’s future, most

notably via the Economic Transformation Programme. Under the Education National Key Economic Area, the University is entrusted to reshape Malaysia’s tourism and hospitality industry through education. The

UCSIBLUE OCEAN

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CENTRE

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By venturing into education, the Centre empowers learners with the know-how to forge ahead with a game-changing management strategy.

The UCSI Blue Ocean Strategy Regional Centre was established in 2008 at the behest of business strategist W. Chan Kim who co-authored the best-selling book, Blue Ocean Strategy. Housed at the University’s North Wing campus in Kuala Lumpur, the Centre provides consultation services to some of the biggest brands in Malaysia and abroad. The Centre oversees Blue Ocean Strategy operations in 10 countries and learners will benefit immensely from the Centre’s repositories of knowledge, built over years of global consulting practice.

target: To equip at least 50% of the industry’s workforce with a diploma or a degree by 2020. Its parent company, UCSI Group, is also building a healthcare education cluster in Negeri Sembilan.

The Faculty of Business and Information Science is one of the largest faculties at the University. Boasting an impressive track record of excellence, the Faculty plays a key role in interdisciplinary projects at UCSI. Famed for its undergraduate o�erings, the Faculty is focusing more on postgraduate education and a number of popular Master’s programmes have been launched. The MBA with special focus in Blue Ocean Strategy stands out in this respect as it caters to the movers and shakers in Malaysia’s fast-growing economy. The Faculty will work hand-in-hand with the UCSI Blue Ocean Strategy Regional Centre to deliver Malaysia’s premier MBA programme.

The Faculty is a member of AACSB International - the Association to Advance Colleagiate Schools of Business.

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By The NUMBERS

#1

#2

The MBA with special focus in Blue Ocean Strategy is the first business credential of its kind in the world. It is also Malaysia’s premier MBA.

Aimed at seasoned professionals, business leaders and entrepreneurs who want to make their next giant leap, the MBA with special focus in Blue Ocean Strategy is designed to be the best business credential for you.

Blue Ocean Strategy was recognised as the second most influential business idea in the world by Thinkers 50 – a biennial global ranking of management thinkers – in 2011 and 2013.

Published in 2005, Blue Ocean Strategy is a relatively new business idea. It is also one of the most e�ective. By putting other corporate strategies in the shade, Blue Ocean Strategy carves its own niche.

UCSI University’s MBA with special focus in Blue Ocean Strategy is designed to help you chart an impressive trajectory, be it at the top of an established corporation or as the founder of a trailblazing enterprise. So no matter what your motivations are, rest assured that the scroll you receive will inspire respect, trust and credibility around the world. And for once, the numbers add up.

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#10

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The UCSI Blue Ocean Strategy Regional Centre is one of only five Blue Ocean hubs in the world.

Like the other Blue Ocean centres in the United States, France and Brazil, the UCSI Blue Ocean Strategy Regional Centre frequently engages some of the world’s most prominent companies. And by gaining access to a repertoire of case studies, you will enjoy the definitive hands-on experience.

The number of countries where the UCSI Blue Ocean Strategy Resource Centre has a presence.

With the inside scoop of commercial Blue Ocean Strategy activities in China, India, Singapore, Australia, Canada, Indonesia, Malaysia, Taiwan, Thailand and the Philippines, you will appreciate how Blue Ocean Strategy is changing the way business is done in the region and beyond. This is your global passport.

Blue Ocean Strategy is the result of 15 years of meticulous research that focused on the strategies, profit and growth of some of the world’s leading companies.

From Cirque du Soleil to Nintendo, UCSI’s MBA with special focus in Blue Ocean Strategy maps out the game-changing moves that brought disruptive innovation to the industry. Learn from the best and write your next chapter.

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Praxis® in actionUCSI has always been a university by practitioners, for practitioners. The mastery of theory alone is not enough and nothing is accepted without a thorough process of scrutiny and application. Industrial relevance is the core underpinning of UCSI’s many academic programmes and this is reflected in the strong ties the University shares with leading global brands.

In the case of the MBA with special focus in Blue Ocean Strategy, a high degree of practicality is evident from the get-go. Your experienced facilitators are certified Blue Ocean Strategy practitioners who consult for some of the biggest names in the industry. You will enjoy real-time access to on-going Blue Ocean initiatives as they make indelible marks in the industry. Your classmates are leading industry practitioners who are equally keen and hungry to see how Blue Ocean can impact

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Praxis®: The definitivehands-on experience

contemporary business reality.

These factors encapsulate the Praxis® culture – an environment where ideas are born, debated, tested, refined, taught and applied. You will be challenged to think more deeply than you have in your life. And as you successfully apply Blue Ocean principles to actual business challenges, you know that you have what it takes to triumph in any moment of truth.

As a Praxis University® that emphasises the application of knowledge, UCSI fosters a co-creative ecosystem that gives you the bang for your buck.

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To enrich your MBA experience, UCSI launched the Guru series that brings industry leaders to campus. Engage them in a meeting of minds and obtain invaluable insights on how they made it. Understand the rationale behind tried and tested methods at their companies and seek their views on how you should best apply a high-potential Blue Ocean idea.

The Guru series will also incorporate visits to leading companies to enhance the learning experience. See Blue Ocean Strategy in action first-hand and get step-by-step walkthroughs on how di�erent com-panies implemented Blue Ocean principles at various stages of growth. Learn from the best, obtain nuggets of wisdom and expand your network at the same time.

A strategic collaboration between the UCSI Blue Ocean Strategy Regional Centre and the University, the BOS Incubator exists to help start-ups and SMEs break into the international market. Riding on the 3S concept (Seed, Strategise and Scale Up, the Incubator challenges traditional philosophy that poses the question as to whether entrepreneurs are born or made through a process of trial and error.

If you are the founder or co-owner of a company, you will automatically be enrolled into the Incubator programme when you enrol as a graduate student.

Rich paradigmsInterdisciplinary perspectives define the nature of post-graduate study at UCSI University. With seven leading faculties and two independent institutions, the University is home to world-class faculty who are at the forefront of their respective disciplines. The faculties interact constantly and academics o�en work together on pertinent research projects which result in remarkable findings.

O�ered against the backdrop of this unique setting, the MBA with special focus in Blue Ocean Strategy is anything but business-as-usual. The diverse lenses of leadership, psychology, liberal arts, economics and statistics will challenge you to look deeply into fundamental business practices and the underlying forces that make them work. You will emerge with highly analytical frameworks and a new appreciation for empirical evidence – necessary traits for understanding global business.

The Guru series

The BOS IncubatorThe BOS Incubator

BOS Incubation Process

Seed

01

Strategize

02

Scale Up

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DESIGNED WITH YOU IN MIND18 MONTHSLASTING IMPACT

pread over 18 months, the MBA with special focus in Blue Ocean Strategy is designed to address the rigorous demands faced by high-flying professionals and entrepreneurs. Our programme schedule revolves around night and weekend classes, minimising disruption to your career and other pressing commitments you may face.

Classes are conducted at UCSI University and you can look forward to a super-charged intellectual environment as you mingle with established peers from leading companies. To facilitate discourse and peer-to-peer learning, classes are deliberately kept small and you can look forward to engaging sessions of learning and camaraderie.

Each semester consists of three course modules except the final semester that requires you to apply your learning to a Blue Ocean case study – the simulation of a pertinent

issue in the industry. And as you put your wits and mettle to the test, you will know that you are in the process of becoming the higher-order professional the industry needs.

The MBA with special focus in Blue Ocean Strategy is rigorous. It is also exhilarating. Take the plunge. It’s a vast ocean out there.

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Elective Module (choose 3 out of 4)Consumer Behavior/Financial Management and Policy/Entrepreneurship/Human Resource Management*Learners need only to complete 40 credit hours to graduate.

SEMESTER 1Leadership

MarketingManagement

Blue OceanStrategy

SEMESTER 2Business Accounting forDecision Making

Research Design and Analysis

Elective Module*

SEMESTER 3Business Communication & Negotiation

Economics for Strategic Planning

Blue Ocean Strategy Consulting Practice

SEMESTER 4Corporate Strategic Management

Elective Module*

Elective Module*

Blue Ocean Case Study

Credit Hours: 13Credit Hours: 9Credit Hours: 9Credit Hours: 9

Programme Structure

Global conglomerates from Samsung to Nintendo – and even national governments – have advo-cated Blue Ocean Strategy as the impetus behind their recent successes.

With unique takes on value proposition, profit proposition and people proposition, this management strategy will change the fundamental ways you view the business landscape.

FINANCE AND INVESTMENTAlliance Bank Malaysia BerhadCentral Bank of MalaysiaIntegrax BerhadIskandar InvestmentMaybankPermata Bank

CONSTRUCTION AND PROPERTYElmich Pte LtdFaber Group BerhadHalton Group AsiaSymphony Life BerhadTLS Group

GOVERNMENT AGENCIESMajlis Amanah Rakyat (MARA)Public Service Department of MalaysiaTalentCorp Malaysia

CONSUMER GOODS AND SERVICESAtos WorldlineAxiata Group BerhadDKSHFonterra Co-operative Group LimitedGenting GroupLeaderonomics Sdn BhdMattel IncStar Publications (Malaysia) Bhd

HEALTHCARE AND PHARMACEUTICALSIpsen GroupLaurent Bleu Medical CentreLove on Wheels Healthcare Services Sdn BhdMinistry of Health Malaysia

INSURANCEAXA S.A.MSIG Malaysia

AUTOMOTIVEDelphi Automotive LLPPerodua

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Inspiring Confidence

These are some of the global brands that have engaged the UCSI Blue Ocean Strategy Regional Centre.

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A Transformational Idea

Testimonials UCSI BOSRC clients on the e�ectiveness of the Blue Ocean Strategy

“We are currently competing in red oceans across most of our product categories. We have attended previous workshops and had consultants coming in but it was all too complex and did not help us. We have been trying to create breakthrough ideas, products and opportunities with little success.

With the tools we have learned from Blue Ocean Strategy (BOS), it is practical, simple and a lot of it is common sense. The concept of looking to non-customers is a great example on how we can apply this quickly to our business. I personally have been very vocal on the need to look to non-customers and the challenge before us is to get our business to start thinking along the lines of BOS.”

Dr Angeline AchariyaProduct Design Manager, Innovation, Fonterra Australia

Rudolf KitzbichlerThen Managing Director, Halton Group Asia

“The output of the Blue Ocean Strategy process was well-received by our Head-quarters in Europe during our last Global Summit. There was even a session allocated to specifically showcase the outcome of the Blue Ocean Strategy process in Asia Pacific. A big thank you to the UCSI Blue Ocean Strategy Regional Centre team who put in a lot of e�ort in leading the teams throughout the sessions.”

Christine ChongHead of Strategic Marketing & Sales, MSD Malaysia

“The most valuable gain from the Blue Ocean Strategy engagement was the willingness of the team to push the boundaries within such a regulated industry…the tools used were a powerful resource to systematically guide the team in exploring uncharted territories, and came out with exciting innovative initiatives.”

Word from the ground proves that Blue Ocean Strategy is more than just another business strategy. It works for global brands, it works for SMEs and it even works for countries. The best part: It can also work for you.

TESTIMO

NIALS

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The view from the topLeading industry figures give Blue Ocean Strategy the thumbs up.

Glowing endorsements

Aviation

Tony Fernandes, Group CEO, AirAsia

“What does the market want? Nine times out of 10, when you go for what the market wants, it’s something that’s di�erent. That’s why invariably everything we’ve done is kind of Blue Ocean, except for AirAsia X (AirAsia’s new long-haul operations) which is completely Blue Ocean.”

Infrastructure

Tan Sri Dr Francis Yeoh, Managing Director, YTL Group of Companies

“Everything that we do from 1955 (since the group’s inception) has been based on the Blue Ocean Strategy. This is our biggest initiative.”

Automotive

Carlos Ghosn, President and CEO, Renault & Nissan Motor Co Ltd

“A�er reading Blue Ocean Strategy, you will never again see your competition in quite the same light. It emphases on value innovation and stakeholder engagement alone make this book a must-read for both executives and students of business.”

TEST

IMO

NIA

LS

The 2013 SME Innovation Challenge, initiated by Alliance Bank Malaysia, aimed to reach out to young entrepreneurs with the drive to make it big in the business world. Cash prizes of RM250, 000 and RM100, 000 were awarded to provide the financial boost for these entrepreneurs. UCSI Blue Ocean Strategy Regional Centre was the o�icial consultancy firm to take the 13 finalists to the next level.

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Christy Ng Winner, 2013 SME Innovation Challenge & Owner, ChristyNg Shoes

“The BOS coaching sessions made us identify areas of the business which we were clearly neglecting before and repositioned our business priorities e�ectively.”

Bryan OngSecond-runner up, 2013 SME Innovation Challenge & Owner, TextBookAsia

“Through BOS coaching sessions, I realised that rather than conforming to the norm, one should always find a strategy, feature or product that makes it stand out from the rest.”

Jason Lee Owner, So�Inn Solutions

*Company revenue rose by 300% within two months of

BOS training.* “The UCSI BOSRC team are really great guys armed with great tools. We were guided with activities and tools that helped us find our Blue Ocean methodology.

Angeline Choo Entrepreneur and Co-Founder of Bio Tree Biotechnology Sdn Bhd – a BioNexus status health drink company.

“It broke away from the standard zero-sum model of competition and I learned to focus on commonalities to broaden my company’s appeal.”

TESTIMO

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ADMISSION REQUIREMENTS A Bachelor’s Degree or equivalent, with 3 years working experience.English Language Requirement: - IELTS 6.0 or - TOEFL 213 (computer-based) or TOEFL 550 (paper-based) or TOEFL 79 – 80 (internet-based) or a first degree from a university where the medium of instruction is English.

PROGRAMME INTAKE: - January, May, September

TUITION FEES: - Local Candidates - RM50,000 - International Candidates - RM60, 000 *Please contact us for corporate rates.

HOW TO APPLYPlease apply via the UCSI University online registration link at ucsiuniversity.edu.my or contact us at 012 696 3087.

SOURCES OF FUNDS

UCSI University Trust Graduate FellowshipThe UCSI University Trust Graduate Fellowship is o�ered to qualified candidates enrolled in any of the Master’s degree or Doctorate programmes at UCSI University.

*A limited number of fellowships are awarded each year

ELIGIBILITY/CRITERIA◆ Applicants must have a Bachelor's degree (minimum 2nd upper class with honours or its equivalent) or a Master's degree.◆ Application is opened to Malaysian and international students pursuing full-time postgraduate studies at UCSI University.◆ Application must be supported and recommended by the respective faculty and Head of Department of the programme who is responsible for the supervision and assessment of the candidate's postgraduate studies.

Please visit http://www.ucsiuniversitytrust.com/ for more information.

MYBRAIN15 (For Malaysians Only)Under the MyBrain 15 Programme (created for the Tenth Malaysia Plan) is the MyMaster programme that provides scholarships for those pursuing their Master qualifications. For more information please visit https://biasiswa.moe.gov.my/MyBrain15/

EPF Account 2 (For Malaysians Only)For more information, please visit http://www.kwsp.gov.my/

Bank LoanBank loans available, please contact us for further information.

Make Your Move

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Certificates

Enrol and write your next chapter.Get set for global impact.

Three (3) passport-sized photos

One (1) copy of identify card (NRIC)

Completed form and documentations can be sent to:Registrar O�ice UCSI University, Kuala Lumpur (South Wing) No. 1, Jalan Menara Gading,UCSI Heights, (Taman Connaught) Cheras 56000,Kuala Lumpur, Malaysia

Prepare following documents:◆ Certified copies of your academic transcript and certificate◆ Personal statement◆ Curriculum vitae

Eight (8) passport-sized photos

Medical Report

Two (2) full sets of color photocopied passport including front and back cover with at least one year of validity period

Letter of declaration from Commissioner of Oaths / Embassy for the discrepancy of name in the academic transcript and passport

No Objection Certificate (NOC) form for Sub-Sahara Africa countries

Release letter with academic result and attendance report

Completed form and documentations can be sent to:Registrar O�ice UCSI University, Kuala Lumpur (South Wing) No. 1, Jalan Menara Gading,UCSI Heights, (Taman Connaught) Cheras 56000,Kuala Lumpur, Malaysia

Malaysian International

Apply online at www.ucsiuniversity.edu.myOR

Complete the printed application form obtainable from UCSI University

CONTACT US

UCSI University, Kuala Lumpur Campus (South Wing) DU020(W)

No. 1, Jalan Menara Gading, UCSI Heights (Taman Connaught), Cheras, 56000 Kuala Lumpur, Malaysia

T: +603 9101 8880 ext 5089E: enquiry@ucsiblueoceanstrategy.com

Facebook: facebook.com/MbaBlueOceanStrategyBlog: #bethebosTwitter: @ucsibosrcLinkedIn: ucsi-bosrc

ucsiblueoceanstrategy.com

The UCSI Blue Ocean Strategy Regional Centre is the exclusive regional licensee

in 10 countries: Australia, Malaysia, Canada, Philippines, China, Taiwan, India,

Thailand, Indonesia and Singapore.

UCSI Education Sdn. Bhd. (185479-U)