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DBA's selling points

WITH 17 YEARS' experience in the advertising industry under his belt, Royce Yuen, managing director of Ogilvy & Mather Hong Kong, decided to enrol in the new doctor of business (DBA) programme at Hong Kong Polytechnic University.

Dr Yuen already had a Bachelor of Arts in communications from Baptist University and an Master of Arts in marketing from Australia's Macquarie University and the Hong Kong Management Association.

'At the time, technology was starting to have an impact on everything we do,' Dr Yuen said. 'Also, a lot of companies were going through mergers and acquisitions. I wanted to take some courses that were not offered when I was at university.'

He opted for a DBA because of its practical focus.

'A full-time academic is more likely to pursue a PhD but, as a practitioner, a DBA is perhaps more appropriate,' he said. 'It combines taught subjects and a thesis, while a PhD is more focused on research.'

The programme helped Dr Yuen expand his network with top managers and decision-makers.

It included subjects that served as refresher courses, exposing him to topics that are current and valuable to his work, such as joint-venture management, organisational behaviour, political risk analysis and information technology infrastructure.

'This stimulated new ways of thinking and innovative ideas,' Dr Yuen said, adding that both the course work and the research helped him deal with the challenges he faced at work.

'Those admitted to a DBA programme are likely to possess a master's degree or an MBA already,' Dr Yuen said. 'Not all MBA programmes will require you to complete a thesis. At PolyU, it is compulsory for the DBA student to complete a research paper that is of publishable quality.'

Will a DBA help aspiring high-flyers get keys to the executive washroom and a corner office with a view?

Dr Yuen warns that they are no panacea.

'Having a DBA is not a guarantee for success, but it will give you the tools to face the challenges that today's top executives have to deal with,' he said. 'With an MBA becoming a common academic achievement for many professionals, a DBA certainly has both its market and its appeal.'

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