Within the framework of post-industrial development in the motor industry a new management
culture based on corporate values is stimulating change in the system of engineering education.
In the evolution of the vehicle servicing businesses, second level higher education graduates,
(masters of Engineering) are often employed as line managers. The results of a multi-panel academic
study involving stakeholders indicated the need for masters program graduates to be actively
engaged in the development of corporate culture and training production staff. This highlighted a
new competence for line manager which has previously not given adequate focus – training as a part
of operational management activities. This is an innovative feature of the Engineer masters Program
training process. This article analyzes the curriculum for teaching corporate culture to production
personnel. It also specifies the role of a facilitator to replace an expert teacher and formulates the
academic problem of teaching specific didactic tools appropriate for corporate culture development
to masters students.