Certification Programme
Cornell University

3 Days
Course Type
01st July 2019
Next Intake

Deadline 01st May 2019

Cornell University, an Ivy League University founded in 1865, is among the eight oldest and most prestigious academic institutions in the USA and among the most admired educational brands in the world. Cornell continues to be the second Largest Executive Business Education in the world. Johnson Graduate School of Management at Cornell is ranked by Business Week 2012 number two in intellectual capital/faculty and number two in green business and sustainability.

The Cornell Advanced Management Program offers an integrated approach to understanding and applying the key concepts and tools of analysis in strategy, marketing, and finance.  Typically, these subjects are taught as separate courses in traditional university degree programs.  Today’s business leaders need to understand how all of these disciplines work together to help their companies to succeed.   For example, by using this holistic approach to business study, the AMP,  participants will address the following types of questions:

Is my company’s strategy properly aligned with my economic environment? Do we have the right strategy in place? How are we currently segmenting and targeting our customers? Is this the most effective way of doing so?

What are our short-run and long -run financial objectives? Are they appropriate for our industry and competitive environment?  What are our owners and stakeholders expecting of our financial performance?

What is our company’s business model? Do we have a general consensus in our company of what it actually is?

In addition to addressing these and other critical questions, participants will have a chance to sharpen their leadership and teambuilding skills by participating in an engaging and challenging business simulation.  This simulation has been used successfully in over 20 countries around the world in leadership programs of top global companies (e.g. Google, Microsoft, IBM, Ericsson, AT&T, MasterCard International, et.al.).

Day 1

The Economics of a Business

  • The goals of a firm
  • Key factors that affect the ability of a firm to reach these goals
  • How and why companies react when the economics of their business change
  • The importance of both internal efforts and external environment in dealing with the impact of changing economics
  • Case studies of companies faced with changing economics

Finance and Accounting for Corporate Leadership

  • Understanding the balance sheet, income statement and statement cash flows

Strategy Development

  • Definition of strategy and summary of different strategic approaches
  • Corporate strategy and the portfolio approach
  • Product Strategy and Porter’s “Cost Leadership vs. Differentiation” approach
  • Short cases and examples

Essential Elements of Teamwork and Leadership

  • The model for team formation and effectiveness
  • Leadership styles
  • Applying the Concepts to the Business Simulation
  • Review of the first decision and linkages to key concepts in Finance, Strategy, Teamwork and Leadership

Day 2

Assessing the Financial Health of a Company

  • Computing and evaluating key financial ratios
  • The importance of the gross profit margin
  • The Return on Assets model and its key drivers
  • Measurement and importance of cash flow
  • Managing working capital
  • Making the business case for capital investment
  • Cost-volume-profit analysis

Developing Winning Marketing Strategies

  • Marketing and the customer-centric organization
  • Marketing Mix or the “Four Ps”
  • Marketing Strategies
  • Segmentation and Targeting

Mid-way Review of the Simulation

Each team presents the midway results to the instructor who acts as the “Board of Directors.”)

Day 3

Marketing (continued)

  • Creating customer value
  • Building brand equity

Team Building and Leadership

  • Review of the simulation experience: team dynamics
  • Four stages of team formation and comparison with the simulation experience
  • Leadership styles and effectiveness
  • Self-Assessment using the simulation experience

Presentaton of Team Results to the “Analysts”

Each team makes a short presentation of the financial and operational results to the “Board of Directors”

Summary and Wrap-Up

Key Learning Points are summarized. Future action and learning steps are considered

This program is designed for senior executives who already occupy significant leadership positions, including : top managers (e.g. CEO, Managing Director, Executive Vice-President) in large and medium-sized corporations; senior partners in professional firms; senior executives in not-for-profit organizations; entrepreneurs; owners of large family businesses; and Board members / Ex-Co of any such organisations.

The goal is to constitute a rich and diverse group of leaders willing and able to make a significant investment in their own – and their classmates’ – learning and development.

077 797 5200