In order to appeal more broadly, business schools are focusing on innovative thinking, commercialisation and organisational management.

Management education has been criticised as it has failed to encourage productivity growth through innovation. The focus has been on teaching of finance and marketing rather than people management. New course being developed focus on the completion process from conceptualisation through to final implementation and intellectual property management.

There is a real focus on trying to attract students from a scientific and engineering background to the courses and to teach the fundamentals fromn writing a business and marketing plan through to finding funding sources for commercialisation.

A core component of the course is a focus on acquiring practical work experience.

BRW, July 6-12, 2006, pgs 56-57.