This paper outlines a strategic framework on how to develop a premier graduate programme, which is important to enhance the brand name of a higher institution as well as be sustainable under a selffinancing structure. The strategic roadmap covers five critical aspects to a world-class graduate programme using the acronym CLASS which stands for: Curriculum, Linkage, Awareness, Staff and Students.

Curriculum refers to the structuring of a fresh and flexible syllabus which will be both appealing and relevant to the needs of the target market. Bearing in mind the target market, the course curriculum should be guided by two basic questions: Firstly, what would these practitioners and executives need to know? Secondly, how can the programme prepare them for leadership positions in the industry?

Linkage involves forging strong ties and associations with the alumni and industry, as well as forming global partnerships with reputable universities and prominent professors. One cornerstone of the programme would be the active involvement of overseas professors and prominent practitioners to teach in the programme. Together, curriculum and linkage symbolise the essence of the educational product.

Figure 1. Roadmap to a world-class graduate programme

If curriculum and linkage are the hardware of the programme, then Staff and Students are the programme's software. Staff, should not only be knowledgeable in their field of expertise, but should also be effective teachers and good communicators who can link theory with practice. They have to appreciate that graduate education needs to be more prescriptive rather than descriptive, and place the emphasis on problem-solving and knowledge applicat ion without compromising academic rigour.

Students, the target customers, should ideally compr ise a good mix of motivated local and international students who will be future leaders of the industry. Instead of the traditional one-way flow of knowledge from teacher to students, learning at the graduate level is more dynamic because students also learn from one another. Hence, one selection criteria for admission to a graduate programme is whether the prospective candidate can contribute to classroom discussions. In this respect, the applicant's practical know-how and work experiences will be important considerations.

Finally, an Awareness of the programme can only be developed through continuous and proactive publicity and promotion exercises. Coming up with an exciting marketing brochure is only the first step to enhance the image of a graduate programme. Other ways to create awareness and presence include:

• advertising in strategic publications,
• participating actively in major conferences attended by the industry, and
• engaging with key practitioners and organisations continuously through research collaborations and consultancies.

In short, the target goal is to develop a brand name through a solid product, a dynamic community and a strong presence.