Campus: Cal Poly San Luis Obispo -- January 16, 2004
Cal Poly To Offer MBA With Focus in Document
Cal Poly's Orfalea College of Business is teaming up with the Graphic
Communication Department in the College of Liberal Arts to offer a Master of
Business Administration degree program with an emphasis in document systems
The degree was created to fill a need in the document industry for knowledgeable
managers, according to Harvey Levenson, Graphic Communication Department head.
"The MBA with an emphasis on graphic communication document systems management
prepares graduate students to understand the dynamics of the document industry
while effectively identifying and integrating change into critical business
processes to provide the highest possible value to the customer," Levenson said.
"The new business of document preparation, production and distribution demands
new management procedures if present and start-up companies are to survive
in this increasingly competitive market."
The document industry has come to encompass traditional print and non-print
imaging such as World Wide Web authoring, Internet publishing and electronic
imaging, including on-demand and variable-imaging digital printing and related
"New media are increasingly merging with traditional print under the operation
of mature printing and publishing companies," Levenson said. "With this comes
the need for new and sophisticated management practices to lead companies in
the face of rapidly changing technologies, new competition for existing customers,
and the economic pressures for more-rapid production, higher quality, lower
prices and less waste. This unique program aims to fill this need."
Ram Krishnan, director of graduate programs for the Orfalea College of Business,
said, "This program continues the Orfalea College of Business's efforts to
partner with other colleges at Cal Poly to offer high-quality, technical
educational experiences. The Cal Poly MBA builds on the rich tradition of
learn-by-doing, close student-faculty interaction, teamwork and a focus on career
"The first-year business foundation courses provide an excellent base for student
growth," Krishnan said. "Coupled with second-year courses in key management
skills --including negotiations, managing change, project management and human
resource management -- and graphic communication functional courses, this
program will accelerate the interested student's career potential."
The idea of the MBA program is supported by the Electronic Document Systems
Foundation, an association with membership that includes some of the world's
leading developers of digital printing technology.
In the first year of the program, students will take a core of MBA courses in
finance, quantitative analysis, organization behavior, economics, information
systems and marketing. They will also take courses in production and operations
management, organizational design and international business.
During their second year, students will take courses specific to the document
industry, including industry segments, processes and products, document
publishing systems, new technologies, digital content management, document
pricing, costing and estimating, digital document media, and imaging systems
management. This will include an internship in industry and faculty-directed
Cal Poly's Graphic Communication Department pursues excellence in education
through theoretical and experiential methods that discover, apply and articulate
fundamental print and imaging technologies, applied aesthetics, and management
in graphic communication, Levenson said. Founded in 1946, the department is one
of the largest in the nation. With approximately 33,000 square feet of modern
laboratories, the department has more than 2,500 alumni working in all facets
of the graphic communication industry.
The Orfalea College of Business challenges highly motivated students to become
tomorrow's socially responsible business leaders through a learn-by-doing,
technology-oriented education, Krishnan said. Its programs are designed to help
students achieve maximum personal development, prepare them for entry into the
business world, and foster good citizenship, leadership and constructive community
living - values that are emphasized throughout the college's and the university's
curricula. The design of its programs allows the college to meet its mission of
"excellence in the learning process" and achieve a unique niche in California's
higher education business programs.
For more information contact Krishnan at (805) 756-2637 or
Harvey Levenson at (805) 756-6151 or (805) 756-1109 or