1. Management Rebranding
Management Consulting Project
Client: Dr. Joe Wallis
MGT314 - Ms. Linda Mcloughlin
By
Muhammad Danish Azad - 44334
Ibrahim Foda - 42861
Hassan Ibrahim - 43609
Alaa Jomoa - 42112

2. 2
Table of Contents
Executive Summary.......................................................................................................................................3
Methodology.......................................................................................................................................................4
Findings.................................................................................................................................................................6
Trends/Patterns:........................................................................................................................................6
Causes of problem:....................................................................................................................................7
Culture:........................................................................................................................................................7
Beliefs:.........................................................................................................................................................7
Perception of the marketplace:....................................................................................................7
Recommendations:.........................................................................................................................................8

3. 3
Executive Summary
The management major is a firm foundation for a broad range of future business
careers. However, to many, it suffers a lack of attention as opposed to other majors
ranging from misconceptions about what it teaches to its intricate value. This report
encompasses the attempt to identify the trends regarding the major, the underlying
beliefs and perceptions that cause these trends, and some recommendations on how
the situation could be dealt with. The report follows a simplified framework based on
Heifetz and Linsky’s (2002) adaptive leadership change model to better encompass all
the parameters of this project. Thus, the report is broken down into Observation,
Interpretation and Intervention.
Firstly, the Observation (methodology) stage entailed, interviews with the client, in
depth interviews with three focus groups (MGT201 students, management majors,
non-management majors), and observing the current situation and trends. During the
client interview we identified that the need is to view the management major as a
popular major and attract more students. “Getting on the balcony” helps us perceive
the roots of the problem, identify players and underlying forces causing the trends.
The Interpretation (findings) stage included making multiple causal connections in the
observations, analyzing the data, and categorizing it to show how they play into our
current situation and shed light onto what could be done to reach the desired state.
Interpretation has revealed causes including the culture and values that is projected by
the major, beliefs/perception about the nature of the major, and assumptions of the
career opportunities it brings.

4. 4
The Intervention stage talks about recommendations that can be applicable on basis of
our understanding of the problem. This also discusses elements of the change
intervention process that should be kept in mind to ensure successfully achieving our
desired state. Some recommendations include revamping the MGT201 course, which
is the first exposure of SBA majors to management to be a more practical approach to
help clear misconceptions. Additionally, some initiatives that could be pursued by
The Management Initiative are also suggested on basis of our research.
Methodology
The methods used to gather and analyze information about the management
department involved observation as the first stage. Observation was useful to notice
student’s interaction with the faculty in the management department. The first
leadership capacity required for any change initiative is Observation (getting on the
balcony). This stage involved data gathering, talking to all the different stakeholders,
noticing trends while keeping in consideration insights provided by Dr. Joe Wallis.
Furthermore, as the client requested, we avoided surveys in order to gain more in
depth responses that we could use to enhance the management department. Also, as
requested, we focused more on the students and their reviews.
Our first interview with Dr. Joe Wallis discussed the current situation in
management and what is the desired outcome of the management department in the
coming years. For instance, a more flexible and friendlier interaction with the students
and faculty is what he is aiming for. In addition, he also desires to attract more female
students and diverse backgrounds. The current situation described by the client,
frames the management as a formalized and generalized major that doesn’t attract

5. 5
students with limited perceived value. The desired state defined by the client
encompasses the new informal spirit of management that inspires leadership,
communication, creativity and produces well-rounded individuals.
A basic understanding of the current situation easily shows that it is an
adaptive problem. This is for the reason that, the problem is difficult to identify,
requires change from different angles, and involves changing culture and values,
hence, changing the hearts and minds of people. Also, solutions entail testing and
usually applying solutions takes a long time. Due to that fact and our client
preferences we chose in depth interviews of three main focus groups: MGT 201
students, management, and non-management students. For instance, we were given
ten minutes of Prof. Ahmad Al Assadi’s Management 201 class to conduct a group
interview discussing the student’s point of view in relation to our project.
The drive of the group interview was to collect sufficient and reliable data
about their experience of the first management course. Moreover, the purpose of in
depth interviews of management students was to learn about they think they are
learning, test their awareness about the opportunities available for them in the
workplace, and if they feel challenged for being a generalist major. In addition, the
interviews with non-management students were for the purpose of learning the
perception about management on a college level scale, their point of view about the
major, and why it is not a popular choice as opposed to accounting or finance.

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Findings
After conducting the research and the Observation stage, the results will be used to
interpret the change process of the Management department. The Interpretation
process will be based on our observation we will try to link them to their causes and
their multiple sources, to gain a deeper understanding of the problem so we can be
adequately prepared to move on with the appropriate interventions and actions. The
student population is not yet aware of the areas which the Management major covers
and what job opportunities are available for them in the market. The perceptions
students have about the Management major are what discourage them to enroll in the
major. Through our close observations and monitoring of student behaviors and
student enrollment, we came to notice that the Management department needs to
improve its reputation. While conducting our research we saw many trends, patterns,
and some beliefs towards Management as a major.
Trends/Patterns:
1- Students tend to enroll in more quantitative majors, as they are seen as more
valuable and have more job opportunities.
2- Universities tend to build a stronger image for majors which students seem to
be more attracted to.
3- Students who enroll in Management majors are often ones who are aiming for
an easy major simply to get a degree and join the family business.
4- Reputation of the Management major is falling, due to the misinterpretations
of the true essence of Management.
5- All majors evolve, but the Management major is seen as going through a
complete transformation. All fields are covered in Management 1- Risk

7. 7
management, 2- task management, 3- project management, 4- sustainability
management, 5- management consulting)
6- Events and campaigns organized in SBA are usually administrated by
quantitative majors rather than qualitative majors.
Causes of problem:
Culture: As noticed during our interviews with some students from SBA, we saw that
student's perceptions were affected by how culture, values, and tradition played a role
in the major they pursued or chose to enroll in. Some of the cultural perceptions
would be: 1- Parents encourage their children to enroll in majors such as: - Finance,
- Accounting, - Economics, - Management information systems, and exclude
Management from their priority list, 2- Students tend to follow the footsteps of their
guardians, rather than pursing what they truly want, 3- Basing major on the value
perceived by the culture they are surrounded by, (Management will take you
nowhere), 4- Looking at the major as a course, rather than looking at the essence of
the major.
Beliefs: Through our research and observations of SBA we realized that students have
certain beliefs of why they wouldn’t enroll in a Management major and why they
would enroll in any other major. Some of these beliefs are 1- Management will take
them nowhere in their careers, 2- Management is all about behaviors, traits, and skills;
nothing to do with a true career, 3- Management is not a complete major, 4-
Management major is seen as boring and theory based, thus not practical for the real
world, 5- Enrolling in a qualitative course leads to the destruction of your future
career, no benefit seen in qualitative majors.
Perception of the marketplace: The marketplace is highly demanding nowadays and
students tend to choose the most popular majors which are seen to be the essence of

8. 8
the marketplace. The perceptions we saw through our interviews were: 1- There is no
industry that calls for management majors for example banking for Finance, 2-
Finance and Accounting are
the majors which pay well in the
future, 3- Individuals with
quantitative degrees are seen as
more valuable, appreciated, and recognized in society, 4- Management majors will
find a difficulty finding job opportunities and getting hired.
Recommendations:
Observation, Interpretation and then comes Intervention. Intervention is where we
come in to advice our client on what to do and how to achieve the results, they are
looking for. In our case we will be dealing with change, with change comes
resistance. This resistance may be caused by habits, cultures, beliefs and many other
reasons. The are ways to push change, by creating a problem in the status quo causing
the players to believe that change is the best option at that point. While pushing
change, you need to create a productive stress level. Having a productive stress level
Students demand less
theory more practical
work
Preparation for the real
world.
Improve overall image and
reputation
Increase variety of courses
offered
Perceptions individual
students have
Limitations in Faculty
members
Accumulated costs of
improvements
Concerns with attracting
students

9. 9
is between the limit of tolerance and the threshold of learning. The atmosphere of
change will “require requires disturbing people—but at a rate, they can absorb”
(Heifetz & Linsky, 2002, p.3).
To help change you also need to identify the players, the spectators, victims
and the cynics on a matrix of energy and attitude (See Appendix 1-4). We need
convert the resistant or passive stakeholders into partners for the change (Heifetz &
Linsky, 2002). Our field of play includes all the stakeholders that may affect our
adaptive change initiative and the underlying stakeholder behind the primary ones. In
our case these stakeholders include professors, deans, heads, the department, students
with underlying actors such as parents of students etc. Identifying and understanding
all the forces/actors of the process while managing the stressful change environment
will help carry on the following recommendations to our desired future goals.
The first management course you take on The American University of Sharjah
is Management 201. This course either attracts students or repels them. After
interviewing students we found that Management 201 was pushing students away and
giving them the wrong image about management as major. Unlike the three hundred
level courses where it starts to become more practical, management 201 was all
theory and memorization, that made students believe that the major is dull and not
interesting. After discussing this issue with our client, he agreed that the problem is
related to this course, which made us come up with a few recommendations related to
this problem.

10. 10
One is to relate the course with real life firms to help the students relate the
material to the course. By doing so, it will show the importance of this major. Another
is to provide project work that includes dealing with these firms, by interviewing the
company and learning the theory by actual work. This will help the students gain
interest in the course and the topic in general. The players in this solution will be the
professors and the students. The students will be the most affected because this will
be new to them, the professors will have to find a way to implement this change while
teaching the material in a different more interesting way. The professors may resist
the change and argue that teaching the theory and building bricks of the course. By
showing them the results of the new recommendation, it might persuade them to use
the technique. Otherwise, the dean will have to add some stress to this issue, either by
forcing a new syllabus on all the management professors or create some sort of
awareness.
The first step that the management department took to solve this issue was
creating the major club. They created a club called The Management Initiative. This
club hosts events and grabs attention for the major. They took a step forward but they
still need to do a lot a work. We recommend that the club give speeches to students by
students that are studying in this field and share their experience. Through these
speeches, the students (players) will change their perception of the major. Changing
the perception of the major is the most important aspect to achieve that will help
attract new students. The club should also give some sort of incentives for the
students to attend the events they create either by giving out rewards or showing
improvements. Another important step they can take is to contact companies and
have students visit and actually learn through shadowing senior positions in the

11. 11
company and watch how management is implemented in real life away from all the
books and theory they do in class.
The biggest way to grab attention or interest is through the professor, which
has the key role in this case. He/ She can create a lecture that students will be
interested in or create a lecture that students will fall asleep in and not grasp the
information being taught. In this scenario, the best way is to make sure that the
professors are interested in the topic. They have to enthusiastic about the course they
are teaching and include the students either through class activities. Professors are the
main cause of a student liking or disliking a course that is being taught. Through the
attitude and through the ways of teaching that can make the course interesting or
make the course horrible for the students.
The perception of the major in terms of what it prepares one for in the market
place is also an area of concern according to our research. Students often tend to find
management unfavorable stating that it is generalist major and lacks the competitive
functional edge provided by other majors but this is a misguided perception. While
management may have a relatively general focus, in the dynamic business world of
today this can actually be an advantage not a drawback. Employers are looking to hire
well-rounded employees with high adaptability, leadership potential, and
teamwork/communication skills thus we more than often find fresh graduates working
outside their major’s function because employers often care little for that and more for
the 21st century skills (Bissonnette, 2010).

12. 12
In response to that, it is imperative to communicate this reality to new SBA
entrants as part of communicating the value of the major. A recommendation to
achieve this feat could be the inclusion of course projects, especially at the 201 level
which include students interacting with employers and the outside business world. An
experience doing projects in the business world provides exposure to what the market
is really looking for in its candidates. Such sort of exposure also targets the
misconception of students that management majors do not have jobs in the
market/industry that require their specific expertise for e.g. like finance is required for
banking industry. Real world exposure needs to be integrated in the management
major as means to highlight the significance of the expertise it teaches as well better
prepare its students.

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References
Bissonnette, Z. (2010, November 3). Your college major may not be as important as
you think. The Choice - The New York Times. Retrieved from
http://thechoice.blogs.nytimes.com/2010/11/03/major/
Heifetz, R. A., & Linsky, M. (2002). Leadership on the line staying alive through the
dangers of leading. Retrieved from http://www.actmissouri.org/wp-
content/uploads/2014/08/Leadership-on-the-Line-Staying-Alive-Through-the-
Dangers-of-Leading.pdf

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Appendix
Appendix 1-1 : Non-Management majors:
Appendix 1-2 - Management Major:
Student # Howwill
MGT helpin
Do peoplehave
misconceptions
Is yourmajor
undermined
by being
Howcouldthe
perceptionbe
changed?
What is your
perceptionof
MGT after
takingsome
courses?
Haveyou
taken MGT
courses?
What do MGT
majorslearn?
Is MGT Useful?Student #
It can be good
general info.
MGT 201How to deal
with all types
of firms. Team
workskills.
No, general
understanding
and
communication.
1
Not interesting
and boring.
MGT 201About theories
and
procedures.
No, general
knowledge
2
Very
interesting and
diverse.
MGT 201
MGT 360
MGT 301
MGT 303
How to run a
business and
manage it.
Yes, vital fora
firm, provides
strategies and
insight; leading
a firm to success
3
Highly diverse
and has
influence in the
marketplace.
MGT 201
MGT 360
MGT 406
MGT 301
MGT 302
Study of
workplace,HR,
strategies, and
the
environment
in firms.
Yes,
development of
skills, not gained
in other majors.
4
Less demand
than other
courses, a lot
of fun, but
some topics
can get boring.
MGT 201
MGT 360
MGT 406
MGT 301
How to lead,
succeed, and
have an
influence on
followers.
Yes, as MGT has
many areas in it
(ProjectMGT,
Risk MGT…)
5
Other majors
are more
interesting and
appealing to
students.
MGT 201
MGT 360
How to
manage a
company.
No, as MGT has
no place in the
market.
6
Too much
theory and
extremely
repetitive.
MGT 201
MGT 360
MGT 301
How to be an
effective
manager and
influence
followers.
No, as
everything
taught in MGT is
learnt through
experience.
7

15. 15
yourfuture
career?
aboutwhat is
learntin MGT?
considereda
generalist
major?
1 Will help with
joining family
business, help
run the
company.
Yes, as they view
it as a theory
based major
with a lot of
memorization.
Yes, as
companies
underestimate
the abilities of
MGT students
and prefer
other majors.
Brining
awareness,
showing
important
accomplishments
of MGT majors.
2 It is a major
which
requires a
whole brain.
Yes, they think it
is just easy and
based on
theories.
Yes, as MGT
coversmany
areas and
should be more
accepted as a
major,
By showing the
importance of
MGT major in the
real world.
3 Develops
leadership,
teamwork,
and critical
thinking.
Yes, they think
MGT majors
learn about
business in
general, rather
than skills which
lead to success.
Yes, it is a
generalist
major, but it
makes me a
better-rounded
individual.
Evidencefrom
employers that
they are looking
for MGTmajors
and better-
rounded leaders.
4 People
should be
able to know
how to
manage
people and
companies
Yes No More awareness
of the core
elements of a
MGT major.
5 Manage
people
better and
have the
skills
required for
leading.
Yes Yes I don’t know
6 It will help
me obtain
top-level
positions.
Yes, they think it
is easy.
Yes showing off the
skills we gain
from being a
management
student
7 It is useful,
gaining skills.
No essence in
the major.
Yes Events and MGT
clubs
Appendix 1-3 - MGT 201 Class: (Dr. Ahmad Al. Assadi)

16. 16
Student # What is your
impressionofMGT
as a fieldofstudy
beforeMGT 201?
Howwill MGT
courseshelpyour
career?
Why wouldn’tyou
enroll inMGT asa
major?
1 Very crucialmajor Provideme with
required tools to
understand
behaviors.
MGT major
2 Focuses on how
components of an
organization
function.
Teach how to work
in teams and how to
deal withpeers.
Because financeis
more interesting.
3 How to manage a
company.
Maintaining high
efficiency and
effectiveness.
MGT major
4 Thought it wouldbe
an interesting
course.
Learnt many things
related to MGT that I
had no idea about.
MGT major
5 Very demanding and
interesting.
Understand
managerial
situations better.
I would take MGT as a
major.
6 How all members of
a firm are involved.
Better perform in
workenvironment.
Not interested in MGT
7 MGT is a course to
help employees and
managers
Accomplishing
organizational goals.
Finance is my aim
8 Very interested and
excited.
How to manage a
company.
A lot of memorization
9 Taught me the
basics of MGT
How to deal with
and motivate
employees.
MGT major
10 Easy and not much
studying
Manage projects and
improved
teamwork.
CAAD student
11 Managing a business
and waysof
managing
Understand
managers position
better
Heavy material
12 Easy commonsense
course
Help withsteps and
procedures
Markets require
specialists in Finance
and other majors
13 General knowledge Help in problem
solving
Depends on what
each individual is
passionate about
14 A big bundle of
complicated
theories
Acquire required
skills
Never crossed my
mind
15 Interesting new field Important in all
careers
CAAD student
16 Less theory Applying different
strategies
MGT major
17 Interesting field Deal with other co-
workers
MGT is too much for 4
years

17. 17
18 Simply owning a
company
Dealing with
different people and
how to motivate
people
More interested in
numbers
19 Wasn’t sure How managers
should deal with
people
Other interests
20 Interesting Help withworking
with family business
I would take MGT as a
major
Appendix 1-4 – Energy/Attitude Matrix
ENERGY
A
T
T
I
T
U
D
E
Spectator Player
Victim Cynic
- +
HIGH
LO
W