E MBA RK
(MQA/PA1320) (N/345/7/0142)

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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 left 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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In today’s ever-changing business landscape, the stakes have never been higher. Competition is stiff 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 offer 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 difference.
Senior Professor Dato’ Dr Khalid Yusoff
UCSI University Vice-Chancellor and President

I’m pleased to introduce Malaysia’s premier MBA programme. Designed for seasoned executives and entrepreneurs seeking to make their next leap, this MBA offers a special focus in Blue Ocean Strategy – a gamechanging 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 differentiation while lowering costs simultaneously. This swiftly 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 efforts 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.
Dato’ Peter Ng
UCSI Group founder and chairman
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By running Malaysia’s premier MBA programme, UCSI is laying the foundations to be one of the region’s top business schools.
UCSI University is a renowned community of learning and scholarship. Widely acknowledged as one of Malaysia’s foremost private universities, UCSI offers 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 after on major issues; from business to political science.
While the University has won many accolades, notably via the Economic Transformation the defining hallmark is probably its strong
Programme. Under the Education National track record of university-industry engagement. This distinction allows UCSI to entrusted to reshape Malaysia’s tourism and play a role in shaping Malaysia’s future, most hospitality industry through education. The

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 offerings, 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. 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 is a member of AACSB International
- the Association to Advance Colleagiate
Schools of Business.
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.
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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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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.
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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 effective. By putting other corporate strategies in the shade, Blue Ocean Strategy carves its own niche.

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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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®
As a Praxis University® that emphasises the application of knowledge, UCSI fosters a co-creative ecosystem that gives you the bang for your buck.
®
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.
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.
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 hungr y to see how Blue Ocean can impact

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.
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Seed
02
Strategize
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Scale Up
BOS Incubation Process
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. 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.
Interdisciplinary perspectives define the nature of postgraduate 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 often work together on pertinent research projects which result in remarkable findings.
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 different companies 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.
Offered 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.
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S pread over 18 months, the MBA with special focus in Blue Ocean Strategy is designed to address the rigorous demands faced by highflying professionals and entrepreneurs. Our programme schedule revolves around night and weekend classes, minimising disruption to your career and other pressing commitments you may face.
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.
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

SEMESTER 1
Leadership
SEMESTER 2
Business
Accounting for
Decision Making
SEMESTER 3
Business
Communication &
Negotiation
SEMESTER 4
Corporate
Strategic
Management
Marketing
Management
Research Design and Analysis
Economics for
Strategic Planning
Elective Module*
Blue Ocean
Strategy
Elective Module* Blue Ocean
Strategy
Consulting
Practice
Elective Module*
Credit Hours: 9 Credit Hours: 9 Credit Hours: 9
Blue Ocean
Case Study
Credit Hours: 13
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.
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Global conglomerates from Samsung to Nintendo – and even national governments – have advocated 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.
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These are some of the global brands that have engaged the
UCSI Blue Ocean Strategy Regional Centre.
FINANCE AND INVESTMENT
Alliance Bank Malaysia Berhad
Central Bank of Malaysia
Integrax Berhad
Iskandar Investment
Maybank
Permata Bank
CONSUMER GOODS AND SERVICES
Atos Worldline
Axiata Group Berhad
DKSH
Fonterra Co-operative Group Limited
Genting Group
Leaderonomics Sdn Bhd
Mattel Inc
Star Publications (Malaysia) Bhd CONSTRUCTION AND PROPERTY
Elmich Pte Ltd
Faber Group Berhad
Halton Group Asia
Symphony Life Berhad
TLS Group
GOVERNMENT AGENCIES
Majlis Amanah Rakyat (MARA)
Public Service Department of Malaysia
TalentCorp Malaysia
HEALTHCARE AND PHARMACEUTICALS
Ipsen Group
Laurent Bleu Medical Centre
Love on Wheels Healthcare Services Sdn Bhd
Ministry of Health Malaysia
INSURANCE
AXA S.A.
MSIG Malaysia
AUTOMOTIVE
Delphi Automotive LLP
Perodua

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.
UCSI BOSRC clients on the effectiveness of the Blue Ocean Strategy
Then Managing Director, Halton Group Asia
“The output of the Blue Ocean Strategy process was well-received by our Headquarters 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 effort in leading the teams throughout the sessions.”
Head 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.”
Product Design Manager, Innovation,
Fonterra Australia
“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.”
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Leading industry figures give Blue Ocean Strategy the thumbs up.
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 different. 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.”
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.”
Carlos Ghosn,
President and CEO, Renault
& Nissan Motor Co Ltd
“After 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.”

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 official consultancy firm to take the 13 finalists to the next level.
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 effectively.”
Bryan Ong
Second-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,
SoftInn 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.”
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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 APPLY
Please 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 Fellowship
The UCSI University Trust Graduate Fellowship is offered 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 Loan
Bank loans available, please contact us for further information.

Apply online at www.ucsiuniversity.edu.my
OR
Complete the printed application form obtainable from UCSI University
Prepare following documents:
◆ Certified copies of your academic transcript and certificate
◆ Personal statement
◆ Curriculum vitae
Malaysian
Three (3) passport-sized photos
One (1) copy of identify card (NRIC)
Completed form and documentations can be sent to:
Registrar Office UCSI University,
Kuala Lumpur (South Wing)
No. 1, Jalan Menara Gading,
UCSI Heights, (Taman Connaught) Cheras 56000,
Kuala Lumpur, Malaysia
International
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 Office UCSI University,
Kuala Lumpur (South Wing)
No. 1, Jalan Menara Gading,
UCSI Heights, (Taman Connaught) Cheras 56000,
Kuala Lumpur, Malaysia
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UCSI Education Sdn. Bhd.
(185479-U)
UCSI University, Kuala Lumpur Campus (South Wing)
DU020(W)
No. 1, Jalan Menara Gading, UCSI Heights (Taman Connaught),
Cheras, 56000 Kuala Lumpur, Malaysia
CONTACT US
T: +603 9101 8880 ext 5089
E: enquiry@ucsiblueoceanstrategy.com
Facebook: facebook.com/MbaBlueOceanStrategy
Blog: #bethebos
Twitter: @ucsibosrc
LinkedIn: ucsi-bosrc
ucsiblueoceanstrategy.com