Penstrukturan semula sesebuah universiti bukan sekadar melibatkan pertukaran nama fakulti, carta organisasi atau jawatan pentadbiran.

Ia sepatutnya membawa perubahan yang lebih besar, termasuk:

pemurnian identiti akademik;
penyusunan semula program;
pengukuhan bidang kepakaran;
peningkatan hubungan dengan industri;
pembangunan sumber manusia; dan
pembentukan hala tuju yang lebih relevan dengan keperluan masa hadapan.

Dalam konteks Universiti Tun Hussein Onn Malaysia, penjenamaan atau penyusunan semula Fakulti Pengurusan Teknologi dan Perniagaan kepada identiti Johor Business School boleh dilihat sebagai satu langkah strategik untuk memperkukuh kedudukan universiti dalam bidang perniagaan, pengurusan, teknologi dan pembangunan industri.

Namun, perubahan ini juga menimbulkan beberapa persoalan penting:

Apakah yang ingin dibina melalui Johor Business School?

Adakah ia hanya sebuah nama baharu, atau sebuah transformasi akademik yang sebenar?

Bagaimanakah kepakaran sedia ada dalam pengurusan teknologi, pengurusan pembinaan dan bidang teknikal akan ditempatkan dalam identiti baharu ini?

Dan dari sudut peribadi:

Adakah pengalaman serta kepakaran saya masih relevan dalam sebuah fakulti yang membawa identiti business school?

Jawapan saya ialah:

Ya, sangat relevan—sekiranya Johor Business School mahu dibangunkan sebagai sebuah business school yang berorientasikan teknologi, industri, kelestarian dan penyelesaian masalah sebenar.

Daripada Pengurusan Teknologi kepada Business School

Nama Fakulti Pengurusan Teknologi dan Perniagaan mempunyai kekuatan tersendiri.

Ia menjelaskan bahawa fakulti tersebut bukan sebuah sekolah perniagaan konvensional semata-mata. Sebaliknya, fakulti itu berkembang dalam sebuah universiti teknikal dan menghubungkan:

teknologi;
pengurusan;
pembinaan;
pengeluaran;
hartanah;
inovasi;
keusahawanan; dan
perniagaan.

Penjenamaan sebagai Johor Business School pula mempunyai potensi untuk memberikan identiti yang lebih jelas, ringkas dan mudah dikenali oleh masyarakat, industri serta pelajar antarabangsa.

Istilah business school juga lebih mudah dikaitkan dengan program seperti:

Master of Business Administration;
Doctor of Business Administration;
pengurusan strategik;
keusahawanan;
pembangunan organisasi;
kepimpinan;
kewangan;
pemasaran; dan
pendidikan eksekutif.

Namun begitu, perubahan nama perlu disertai dengan penjelasan tentang perkara yang membezakan Johor Business School daripada ratusan sekolah perniagaan lain.

Pada pandangan saya, kekuatan sebenar Johor Business School tidak seharusnya terletak pada usaha meniru sekolah perniagaan konvensional.

Kekuatannya sepatutnya dibina daripada DNA UTHM sebagai sebuah universiti teknikal.

Johor Business School berpotensi membawa satu identiti yang lebih khusus:

Sebuah sekolah perniagaan teknikal yang menghubungkan pengurusan, teknologi, industri, TVET, kelestarian dan keusahawanan.

Adakah Pengalaman Saya Relevan?

Latar belakang saya tidak mengikuti laluan perniagaan konvensional sepenuhnya.

Saya mempunyai latar belakang:

Ijazah Sarjana Muda Kejuruteraan Awam;
Sarjana Pengurusan Kejuruteraan;
PhD dalam Penyelidikan Alam Sekitar;
pengalaman bekerja sebagai jurutera dalam industri;
pengalaman akademik dan penyelidikan antarabangsa;
pengalaman dalam pengurusan pembinaan;
pengalaman sebagai pengarah syarikat kontraktor G3 pada peringkat awal kerjaya;
pengalaman dalam penubuhan serta pendaftaran perniagaan;
pengalaman mengurus projek dan geran penyelidikan;
pengalaman menerbitkan buku serta modul digital; dan
pendedahan kepada perniagaan berskala kecil serta platform perdagangan digital.

Pada pandangan pertama, perjalanan ini mungkin kelihatan sangat pelbagai.

Namun, semuanya mempunyai satu persamaan:

Saya mengkaji, mengajar dan mengaplikasikan cara sesuatu sistem dirancang, diurus, dinilai risikonya dan ditambah baik.

Business school pada masa kini tidak seharusnya hanya bergantung pada teori pengurusan umum.

Ia memerlukan ahli akademik yang memahami:

bagaimana projek sebenar dilaksanakan;
bagaimana teknologi mempengaruhi organisasi;
bagaimana keputusan dibuat dalam keadaan tidak menentu;
bagaimana risiko diurus;
bagaimana sumber diagihkan;
bagaimana industri mematuhi undang-undang serta standard;
bagaimana inovasi dipindahkan kepada pasaran; dan
bagaimana kelestarian diterjemahkan kepada strategi organisasi.

Dalam konteks tersebut, pengalaman saya bukan berada di luar bidang business school.

Sebaliknya, ia berada pada persilangan antara:

pengurusan teknologi;
pengurusan projek dan operasi;
keusahawanan teknikal;
pengurusan risiko;
kelestarian perniagaan;
pembuatan keputusan;
pengurusan pembinaan; dan
hubungan industri–akademia.

Saya mungkin bukan ahli akademik perniagaan konvensional yang memberi tumpuan utama kepada pemasaran atau perakaunan.

Namun, saya boleh menyumbang sebagai seorang ahli akademik rentas disiplin yang menghubungkan ilmu teknikal dengan pengurusan dan realiti perniagaan.

Nilai Pengalaman Industri dan Kontraktor

Pengalaman awal sebagai pengarah sebuah syarikat kontraktor memberikan saya pendedahan kepada aspek yang tidak dapat difahami sepenuhnya melalui buku teks sahaja.

Antaranya:

penubuhan syarikat;
pendaftaran kontraktor;
keperluan CIDB;
proses peningkatan kelas kontraktor;
dokumentasi

Syarikat tersebut telah lama dibubarkan dan saya memilih untuk memberikan tumpuan kepada bidang akademik.

Namun, pengalaman itu masih relevan kerana industri pembinaan bukan hanya sebuah industri teknikal.

Ia juga merupakan sebuah ekosistem perniagaan yang melibatkan:

modal;
kontrak;
tenaga kerja;
bahan;
pembekal;
pelanggan;
pihak berkuasa;
aliran tunai;
risiko; dan
reputasi.

Pengalaman tersebut membolehkan saya memahami pembangunan kontraktor, keusahawanan pembinaan dan pengurusan projek daripada perspektif yang lebih realistik.

Dalam sebuah business school yang berpaksikan industri, pengalaman seperti ini boleh menyumbang kepada pengajaran, latihan profesional, penyelidikan gunaan dan pembangunan usahawan teknikal.

Nilai Pengalaman Perniagaan Berskala Kecil

Pendaftaran perniagaan dengan SSM dan penglibatan dalam beberapa aktiviti perniagaan kecil turut memberikan pendedahan kepada realiti pasaran.

Aktiviti seperti penulisan dan penjualan buku, penerbitan melalui Amazon, pembangunan e-modul, penggunaan platform eBay dan Shopee, penanaman cili serta penglibatan dalam aktiviti berkaitan emas membantu saya memahami:

tingkah laku pelanggan;
kos dan penentuan harga;
pemasaran digital;
operasi;
pengurusan masa;
penggunaan platform;
ketidakpastian pasaran;
pengurusan kepercayaan; dan
pembuatan keputusan dalam keadaan sebenar.

Penglibatan tersebut dilakukan secara berasingan daripada tanggungjawab rasmi, tertakluk kepada kebenaran majikan dan peraturan yang berkaitan.

Tujuan utama saya adalah untuk mempelajari cara sesuatu perniagaan berfungsi dalam dunia sebenar.

Ini menjadikan pengalaman tersebut relevan kepada bidang seperti:

keusahawanan;
perniagaan digital;
pengurusan perusahaan kecil;
pembangunan produk berasaskan ilmu;
pemasaran platform;
inovasi;
pengurusan risiko; dan
pendidikan keusahawanan.

Kebaikan Penjenamaan kepada Johor Business School

1. Identiti yang lebih jelas dan mudah dipasarkan

Nama Johor Business School lebih ringkas dan lebih mudah difahami oleh bakal pelajar, industri serta rakan antarabangsa.

Ia berpotensi meningkatkan keterlihatan program perniagaan dan pascasiswazah.

2. Hubungan yang lebih kuat dengan negeri Johor

Penggunaan nama Johor memberikan identiti geografi dan wilayah yang kuat.

Ia boleh membantu membina hubungan lebih strategik dengan:

kerajaan negeri;
agensi pembangunan;
syarikat berkaitan kerajaan;
perusahaan kecil dan sederhana;
sektor pembuatan;
industri pembinaan;
logistik;
pelabuhan; dan
organisasi profesional.

3. Potensi mengembangkan program pascasiswazah dan profesional

Identiti business school lebih sesuai untuk memperluas:

MBA;
MBA secara ODL;
DBA;
PhD in Business;
microcredential;
latihan eksekutif;
program profesional;
perundingan; dan
pembangunan kepimpinan.

4. Meningkatkan orientasi industri

Business school yang baik bukan sahaja menghasilkan penerbitan akademik.

Ia juga perlu menyelesaikan masalah organisasi, membangunkan pemimpin dan memberikan impak kepada komuniti perniagaan.

5. Membina niche business school teknikal

UTHM mempunyai kelebihan yang mungkin tidak dimiliki oleh banyak universiti lain, iaitu ekosistem teknikal dan TVET yang kuat.

Johor Business School boleh membezakan dirinya melalui bidang seperti:

technology management;
construction business;
industrial management;
project and operations management;
sustainable business;
digital transformation;
technical entrepreneurship; dan
innovation commercialisation.

Kekurangan dan Risiko Penjenamaan Semula

1. Risiko kehilangan identiti pengurusan teknologi

Nama terdahulu dengan jelas mengangkat pengurusan teknologi sebagai teras fakulti.

Apabila nama bertukar kepada business school, mungkin timbul persepsi bahawa bidang teknologi, pembinaan dan pengurusan teknikal tidak lagi menjadi keutamaan.

2. Kekeliruan tentang kedudukan program sedia ada

Pelajar, alumni, industri dan staf mungkin tertanya-tanya tentang kedudukan program yang tidak kelihatan seperti program perniagaan konvensional.

Contohnya:

pengurusan pembinaan;
pengurusan teknologi;
pengurusan pengeluaran;
pengurusan hartanah; dan
bidang teknikal berkaitan industri.

3. Risiko perubahan hanya berlaku pada nama

Penjenamaan semula tidak akan memberikan impak sekiranya:

kurikulum tidak berubah;
struktur pentadbiran masih tidak cekap;
hubungan industri tidak diperkukuh;
staf tidak diberikan ruang membangunkan niche;
pemasaran masih lemah; dan
keputusan masih dibuat secara silo.

Nama yang baharu memerlukan budaya, strategi dan sistem penyampaian yang baharu.

4. Persaingan dengan sekolah perniagaan yang lebih lama

Johor Business School perlu bersaing dengan institusi yang telah lama mempunyai reputasi dalam pendidikan perniagaan.

Sekiranya identitinya terlalu umum, sukar untuk membezakannya daripada pesaing.

5. Risiko kepakaran rentas disiplin tidak dihargai

Business school mungkin terlalu menekankan disiplin tradisional seperti pemasaran, kewangan, perakaunan dan pengurusan sumber manusia.

Sekiranya perkara ini berlaku, kepakaran dalam pembinaan, teknologi, alam sekitar, projek dan industri mungkin dipandang sebagai bidang sampingan.

Sedangkan bidang-bidang tersebut boleh menjadi faktor pembeza utama Johor Business School.

Analisis SWOT Johor Business School

Strengths — Kekuatan

Berada dalam sebuah universiti teknikal dengan ekosistem kejuruteraan dan TVET yang kukuh.
Mempunyai staf daripada pelbagai bidang pengurusan, teknologi, pembinaan, perniagaan dan industri.
Berpotensi mengintegrasikan ilmu teknikal dengan strategi perniagaan.
Mempunyai akses kepada rangkaian industri dan agensi di Johor.
Mempunyai program pascasiswazah serta potensi pendidikan eksekutif.
Boleh membangunkan penyelidikan gunaan yang menyelesaikan masalah organisasi sebenar.
Nama Johor memberikan identiti wilayah yang jelas.
Mempunyai asas dalam bidang pengurusan teknologi yang boleh menjadi niche tersendiri.

Weaknesses — Kelemahan

Kemungkinan berlaku kekeliruan identiti antara business school konvensional dengan fakulti pengurusan teknologi.
Bidang pengurusan pembinaan dan teknikal mungkin kelihatan kurang menonjol di bawah jenama baharu.
Tahap kesediaan staf, sistem dan budaya kerja mungkin tidak seragam.
Perubahan struktur boleh menimbulkan pertindihan tugas dan ketidakjelasan peranan.
Sumber kewangan, pemasaran dan sokongan pentadbiran mungkin terhad.
Pengalaman industri dalam kalangan staf mungkin berbeza-beza.
Penjenamaan mungkin bergerak lebih pantas daripada perubahan kurikulum dan sistem dalaman.

Opportunities — Peluang

Menawarkan latihan eksekutif dan program pembangunan profesional kepada industri.
Membina niche dalam teknologi, industri, kelestarian dan keusahawanan teknikal.
Mengembangkan MBA, DBA, ODL dan microcredential.
Menjalankan penyelidikan serta perundingan berimpak kepada organisasi.
Membina kerjasama dengan industri pembinaan, pembuatan, logistik, pelabuhan dan perusahaan kecil.
Menjadi pusat pembangunan usahawan dalam kalangan pelajar teknikal.
Menggabungkan AI, transformasi digital, ESG dan pengurusan risiko dalam program perniagaan.
Mengkomersialkan kepakaran universiti melalui model perniagaan dan pemindahan teknologi.
Meningkatkan pengambilan pelajar antarabangsa melalui identiti yang lebih mudah dikenali.

Threats — Ancaman

Persaingan daripada sekolah perniagaan yang mempunyai reputasi, akreditasi dan rangkaian alumni yang lebih besar.
Persepsi bahawa perubahan tersebut hanyalah pertukaran nama.
Kehilangan niche sekiranya terlalu meniru business school konvensional.
Penolakan atau ketidakselesaan dalam kalangan staf terhadap perubahan struktur.
Ketidakjelasan laluan kerjaya dan penilaian kepakaran staf rentas disiplin.
Perubahan permintaan pasaran terhadap program pengajian.
Kebergantungan berlebihan kepada program pascasiswazah tanpa ekosistem penyelidikan dan industri yang kukuh.
Risiko bidang tertentu menjadi terpinggir apabila keutamaan strategik berubah.

Di Manakah Saya Boleh Menyumbang?

Berdasarkan pengalaman saya, beberapa ruang sumbangan yang relevan termasuk:

1. Pengurusan projek dan operasi

Menghubungkan pengalaman kejuruteraan, industri, pembinaan dan pengurusan dengan prinsip perniagaan.

2. Pengurusan teknologi dan inovasi

Menilai bagaimana teknologi diterima, dilaksanakan dan menghasilkan nilai kepada organisasi.

3. Kelestarian dan ESG

Menghubungkan penyelidikan alam sekitar dengan strategi, risiko dan keputusan perniagaan.

4. Keusahawanan pembinaan dan teknikal

Membantu pelajar memahami penubuhan syarikat, kompetensi, CIDB, pembangunan kontraktor dan realiti industri.

5. Pengurusan risiko dan pembuatan keputusan

Menggunakan pendekatan sistem serta kerangka berasaskan risiko dalam organisasi dan projek.

6. Pendidikan keusahawanan berasaskan pengalaman

Menggabungkan teori dengan pengalaman pendaftaran, operasi dan pembelajaran perniagaan kecil.

7. Hubungan industri–akademia

Membangunkan projek kolaborasi, latihan profesional, kajian kes dan penyelidikan gunaan bersama industri.

Refleksi Akhir

Pada pandangan saya, penjenamaan kepada Johor Business School boleh menjadi satu langkah yang positif sekiranya ia benar-benar membawa transformasi.

Namun, Johor Business School tidak seharusnya meninggalkan kekuatan asalnya dalam pengurusan teknologi, pembinaan dan industri.

Sebaliknya, kekuatan tersebut perlu dijadikan asas pembinaan identiti baharu.

Johor Business School tidak perlu menjadi salinan kepada business school lain.

Ia boleh menjadi sebuah business school yang mempunyai DNA tersendiri:

Teknikal pada asasnya, strategik dalam pemikirannya, dekat dengan industri dan berorientasikan impak.

Dalam kerangka tersebut, pengalaman saya bukan sahaja masih relevan.

Ia berpotensi menjadi lebih relevan.

Gabungan kejuruteraan, pengurusan, alam sekitar, pembinaan, industri, penyelidikan dan keusahawanan memberikan saya perspektif yang sesuai dengan keperluan sebuah business school moden.

Persoalannya bukan sama ada saya seorang jurutera, penyelidik, ahli akademik atau individu yang pernah terlibat dalam perniagaan.

Persoalan yang lebih tepat ialah:

Bagaimanakah semua pengalaman ini boleh digunakan untuk membangunkan pelajar, industri dan masyarakat melalui Johor Business School?

Saya percaya jawapannya terletak pada integrasi.

Integrasi antara teknologi dengan perniagaan.

Integrasi antara teori dengan pengalaman.

Integrasi antara penyelidikan dengan penyelesaian industri.

Dan integrasi antara kepakaran individu dengan hala tuju baharu universiti.

Penafian

Artikel ini merupakan pandangan, analisis dan refleksi profesional peribadi berdasarkan perkembangan penstrukturan yang sedang berlaku. Ia tidak mewakili kenyataan rasmi, keputusan pentadbiran atau pendirian Universiti Tun Hussein Onn Malaysia mahupun Johor Business School.

#UTHM #JohorBusinessSchool #FPTP #PenstrukturanSemula #PengurusanTeknologi #BusinessSchool #PengurusanPembinaan #TVET #IndustryAcademia #TechnologyManagement #SustainableBusiness #HigherEducation #DrNorpadzlihatunManap

University Restructuring: Opportunities, Challenges and the Relevance of My Experience

The restructuring of a university should not be viewed merely as a change of name, organisational chart or administrative position.

A meaningful restructuring process should involve broader transformation, including:

clarifying academic identity;
reorganising programmes;
strengthening areas of expertise;
enhancing industry engagement;
developing human capital; and
establishing a clearer direction that responds to future needs.

In the context of Universiti Tun Hussein Onn Malaysia, the restructuring or rebranding of the Faculty of Technology Management and Business into the identity of the Johor Business School may be viewed as a strategic effort to strengthen the university’s position in business, management, technology and industrial development.

However, this transition also raises several important questions:

What does Johor Business School aspire to become?

Is it simply a new name, or does it represent a genuine academic transformation?

How will existing expertise in technology management, construction management and other technically oriented disciplines be positioned within the new identity?

From a personal perspective, another important question is:

Are my experience and expertise relevant to a faculty that carries the identity of a business school?

My answer is:

Yes, they are highly relevant—provided that Johor Business School intends to become a business school that is connected to technology, industry, sustainability and real-world problem-solving.

From Technology Management to a Business School

The name Faculty of Technology Management and Business has its own distinctive strength.

It clearly communicates that the faculty is not merely a conventional business school.

Instead, it developed within a technical university and connects several important areas, including:

technology;
management;
construction;
production;
real estate;
innovation;
entrepreneurship; and
business.

The name Johor Business School, however, has the potential to create a clearer, more concise and internationally recognisable identity for prospective students, industry partners and international collaborators.

The term business school is also more readily associated with programmes such as:

Master of Business Administration;
Doctor of Business Administration;
strategic management;
entrepreneurship;
organisational development;
leadership;
finance;
marketing; and
executive education.

Nevertheless, a change of name must be accompanied by a clear explanation of what distinguishes Johor Business School from the many other business schools that already exist.

In my view, the true strength of Johor Business School should not lie in attempting to imitate a conventional business school.

Its strength should be built upon UTHM’s identity as a technical university.

Johor Business School has the potential to establish a distinctive position as:

A technical business school that integrates management, technology, industry, TVET, sustainability and entrepreneurship.

Is My Experience Relevant?

My professional background does not follow a purely conventional business pathway.

My experience includes:

a Bachelor’s degree in Civil Engineering;
a Master’s degree in Engineering Management;
a PhD in Environmental Research;
professional experience as an engineer;
academic and international research experience;
experience in construction management;
early-career experience as a director of a G3 contractor company;
experience in business establishment and registration;
experience in managing projects and research grants;
experience in publishing books and digital learning modules; and
exposure to small-scale business and digital commerce platforms.

At first glance, this journey may appear highly diverse.

However, all these experiences are connected by a common theme:

I study, teach and apply the ways in which systems are planned, managed, assessed for risk and continuously improved.

A modern business school should not depend solely on traditional management theory.

It also requires academics who understand:

how real projects are implemented;
how technology influences organisations;
how decisions are made under uncertainty;
how risks are managed;
how resources are allocated;
how industries comply with laws and standards;
how innovation is transferred into practice; and
how sustainability is translated into organisational strategy.

Within this context, my experience is not outside the scope of a business school.

Instead, it lies at the intersection of:

technology management;
project and operations management;
technical entrepreneurship;
risk management;
sustainable business;
decision-making;
construction management; and
industry–academia engagement.

I may not be a conventional business academic whose primary focus is marketing, accounting or finance.

However, I can contribute as an interdisciplinary academic who connects technical knowledge with management and business realities.

The Value of Industry and Contractor Experience

My early experience as a director of a contractor company gave me exposure to aspects of business that cannot be fully understood through textbooks alone.

These included:

company establishment;
contractor registration;
CIDB requirements;
contractor grade upgrading;
documentation;
resource management;
regulatory compliance;
project risk; and
management responsibility.

The company was officially dissolved many years ago, and I subsequently chose to focus on academia.

However, that experience remains relevant because the construction industry is not merely a technical sector.

It is also a business ecosystem involving:

capital;
contracts;
labour;
materials;
suppliers;
clients;
regulatory authorities;
cash flow;
risk; and
reputation.

This experience enables me to understand contractor development, construction entrepreneurship and project management from a more realistic perspective.

Within an industry-oriented business school, such experience can contribute to teaching, professional training, applied research and the development of technically competent entrepreneurs.

The Value of Small-Scale Business Experience

My formal business registration with the Companies Commission of Malaysia and my involvement in several small-scale business activities also provided exposure to actual market conditions.

Activities such as writing and selling books, publishing through Amazon, developing e-modules, using eBay and Shopee, small-scale chilli cultivation and participating in gold-related business activities helped me understand:

customer behaviour;
costing and pricing;
digital marketing;
operations;
time management;
platform utilisation;
market uncertainty;
trust management; and
real-world decision-making.

These activities were undertaken separately from my official responsibilities and were subject to employer approval and the relevant regulations.

My main purpose was to learn how business systems operate in real conditions.

This experience is relevant to areas such as:

entrepreneurship;
digital business;
small-enterprise management;
knowledge-based product development;
platform marketing;
innovation;
risk management; and
entrepreneurship education.

Advantages of Rebranding as Johor Business School

1. A clearer and more marketable identity

The name Johor Business School is concise and easily understood by prospective students, industry partners and international collaborators.

It may improve the visibility of business and postgraduate programmes.

2. Stronger association with the state of Johor

The use of the name Johor creates a strong regional identity.

It may help strengthen strategic relationships with:

the state government;
development agencies;
government-linked companies;
small and medium enterprises;
the manufacturing sector;
the construction industry;
logistics companies;
port-related industries; and
professional organisations.

3. Greater potential for postgraduate and professional programmes

A business school identity may support the expansion of:

MBA programmes;
online and distance-learning MBA programmes;
DBA programmes;
PhD programmes in business;
microcredentials;
executive education;
professional training;
consultancy; and
leadership development.

4. Stronger industry orientation

A good business school should not focus only on academic publication.

It should also solve organisational problems, develop leaders and create value for the business community.

5. The opportunity to build a technical business school niche

UTHM possesses an advantage that many other institutions may not have: a strong technical and TVET ecosystem.

Johor Business School can differentiate itself through areas such as:

technology management;
construction business;
industrial management;
project and operations management;
sustainable business;
digital transformation;
technical entrepreneurship; and
innovation commercialisation.

Disadvantages and Risks of Rebranding

1. The risk of losing the technology management identity

The previous faculty name clearly positioned technology management as one of its core strengths.

Under a business school identity, there may be a perception that technology, construction and technical management are no longer priorities.

2. Uncertainty regarding existing programmes

Students, alumni, industry partners and staff may become uncertain about the position of programmes that do not appear to fit a conventional business school model.

These may include:

construction management;
technology management;
production management;
real estate management; and
other industry-oriented technical disciplines.

3. The risk of changing the name without changing the system

Rebranding will have limited impact if:

the curriculum remains unchanged;
administrative systems remain inefficient;
industry engagement is not strengthened;
staff are not given space to develop distinctive niches;
marketing remains weak; and
decisions continue to be made in silos.

A new name requires a new culture, strategy and delivery system.

4. Competition with established business schools

Johor Business School will have to compete with institutions that already possess strong reputations, accreditations and alumni networks.

If its identity is too general, it may be difficult to distinguish it from its competitors.

5. The risk of undervaluing interdisciplinary expertise

A business school may place excessive emphasis on traditional disciplines such as marketing, finance, accounting and human resource management.

If this occurs, expertise in construction, technology, the environment, project management and industry may be treated as secondary.

In reality, these areas may become the defining strengths of Johor Business School.

SWOT Analysis of Johor Business School

Strengths

Located within a technical university with a strong engineering and TVET ecosystem.
Access to academics from diverse backgrounds in management, technology, construction, business and industry.
The potential to integrate technical knowledge with business strategy.
Access to industry and institutional networks in Johor.
Existing postgraduate programmes and potential for executive education.
The ability to conduct applied research that addresses real organisational challenges.
A strong regional identity through the Johor name.
An existing foundation in technology management that can become a distinctive niche.

Weaknesses

Possible identity confusion between a conventional business school and a technology management faculty.
Construction management and technical disciplines may appear less visible under the new brand.
Staff, systems and organisational culture may not be equally prepared for the transition.
Restructuring may create overlapping responsibilities and uncertainty over roles.
Financial resources, marketing support and administrative capacity may be limited.
Levels of industry experience among staff may vary.
Branding may progress faster than curriculum reform and internal transformation.

Opportunities

Offering executive education and professional development programmes to industry.
Developing a niche in technology, industry, sustainability and technical entrepreneurship.
Expanding MBA, DBA, online learning and microcredential offerings.
Conducting applied research and consultancy for organisations.
Building collaborations with construction, manufacturing, logistics, port and SME sectors.
Becoming a centre for developing entrepreneurs among technical students.
Integrating artificial intelligence, digital transformation, ESG and risk management into business programmes.
Commercialising university expertise through business models and technology transfer.
Attracting international students through a clearer and more recognisable identity.

Threats

Competition from established business schools with stronger reputations, accreditations and alumni networks.
The perception that restructuring is merely a change of name.
The loss of a distinctive niche if the school imitates conventional business schools too closely.
Resistance or discomfort among staff during organisational change.
Uncertainty over career pathways and the evaluation of interdisciplinary expertise.
Changes in market demand for academic programmes.
Excessive dependence on postgraduate programmes without a strong research and industry ecosystem.
The possibility that certain disciplines may become marginalised when strategic priorities change.

Where Can I Contribute?

Based on my experience, I believe I can contribute in several relevant areas.

1. Project and Operations Management

I can connect engineering, industry, construction and management experience with broader business principles.

2. Technology and Innovation Management

I can contribute to understanding how technologies are adopted, implemented and converted into organisational value.

3. Sustainability and ESG

My environmental research background can be connected to organisational strategy, risk, governance and sustainable business decisions.

4. Construction and Technical Entrepreneurship

My experience can help students understand company establishment, professional competency, CIDB requirements, contractor development and the realities of the construction industry.

5. Risk Management and Decision-Making

My work on systems and risk-based frameworks can contribute to decision-making in organisations, projects and complex environments.

6. Experience-Based Entrepreneurship Education

I can integrate academic theory with experience in business registration, digital platforms, small-scale operations and practical decision-making.

7. Industry–Academia Engagement

I can contribute to developing collaborative projects, professional training, case studies and applied research with industry partners.

Final Reflection

In my view, the rebranding of the Faculty of Technology Management and Business as Johor Business School can be a positive step if it represents a genuine transformation.

However, Johor Business School should not abandon its existing strengths in technology management, construction and industry.

Instead, these strengths should become the foundation of its new identity.

Johor Business School does not need to become a copy of another business school.

It can develop its own distinctive character:

Technical in its foundation, strategic in its thinking, connected to industry and driven by impact.

Within this framework, my experience is not only relevant.

It may become even more relevant.

The combination of engineering, management, environmental research, construction, industry, academic scholarship and entrepreneurship provides me with a perspective that is well suited to the needs of a modern business school.

The question is therefore not whether I am an engineer, researcher, academic or someone with business experience.

A more meaningful question is:

How can all these experiences be used to develop students, industry and society through Johor Business School?

I believe the answer lies in integration.

Integration between technology and business.

Integration between theory and experience.

Integration between research and industry solutions.

And integration between individual expertise and the university’s new strategic direction.

Disclaimer

This article represents my personal professional reflection and analysis of the restructuring process.

It does not represent an official statement, administrative decision or formal position of Universiti Tun Hussein Onn Malaysia or Johor Business School.

#UTHM #JohorBusinessSchool #FPTP #UniversityRestructuring #TechnologyManagement #BusinessSchool #ConstructionManagement #TVET #IndustryAcademia #SustainableBusiness #HigherEducation #TechnicalEntrepreneurship #DrNorpadzlihatunManap