Seagram Europe

Seagram Europe ran an in-company action learning MBA course initially, with a Bachelor’s course being undertaken by support staff at a later stage. The initial MBA proved to be well regarded by the company’s executive team, who took a keen interest in the course, its design and development. Over the years, executives from the company have also joined IMCA’s club CEO, where they share ideas and company challenges with other like minded executives.
Associates on the MBA course performed well in personal development terms and in driving the company forward. A number of work based projects carried out on the course proved to have direct, quantifiable results in key areas of the company’s operations. The projects provided the company with new strategies and equipped senior managers with invaluable experiences. Projects developed covered the areas of franchising, the organization’s resources, employment patterns and channel marketing. One of the projects that was focused on franchising looked at the feasibility of franchising Off Licenses. It was found that a partnership arrangement between the company and individuals could benefit both parties. The franchisees could be incentivised with an outcome directly related to effort and the company could still improve its return on invested capital several times over.
The director of human resources, summed up the success of the courses: “We have seen the tangible benefits - personal management development contributing to company performance”.