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Strategic Management: Creating and Sustaining Competitive Advantage


  • Three-day programme
  • For senior leaders, middle managers, startup founders
  • New thinking in building, extending and managing the strategic direction of your company

Strategic management: a vehicle for company success

Increased competition, globalisation and fast changing technologies pose major challenges to business leaders.

Whether you are a senior leader of an established organisation, a middle manager in charge of a division, or founder of a startup company, strategic thinking is central to surviving and succeeding in today's complex and volatile business environment.

Strategic management can help business leaders effectively identify new opportunities in the environment, find new ways to create value for customers and move ahead of competitors.

Developing core strategic management skills: an outside-in lens

This programme is carefully designed to help you effectively address the challenges of strategic analysis, setting strategy and defining the direction your company should take in the wake of technological disruptions and continuous competitive shifting.

It will challenge your strategic analysis through a critical evaluation of external competitive, technological and market scenarios.

The programme integrates a range of reference cases, videos and hands-on group exercises that allow you to develop a big-picture of your strategies through an outside-in lens, where you look at your strategies through the eyes of stakeholders.

The different sessions will infuse new thinking in building, extending and managing the strategic direction of your company within the context of its diverse stakeholders.

This programme will introduce you to cutting-edge thinking and develop core skills essential to strategy formulation and implementation, including new forms of platform strategies, portfolio analyses, creating and maintaining strategic vision, stakeholder analyses and the necessity of developing a strong market orientation.

These skills will help you develop your capabilities in identifying strategic options and creating the organisational context to successfully implement the selected strategy.

Practical and outcome-driven approach

This practical and outcome-driven programme combines rigorous cutting-edge research with real world cases developed by Cambridge Judge Business School faculty, as well as the diverse experiences of participants to provide a unique experience.

Experiential exercises, videos and case analyses are woven into the course, arming you with the strategic tools and techniques you need to make to shape the strategic direction of your company.

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  • What is strategy and why is it necessary for success?
  • How to understand the changing dynamics of your industry before you can adapt
  • What can you base your competitive advantage on?
  • How to develop strategies for cost leadership and differentiation
  • How to create completely new markets by deploying blue ocean strategies
  • How industries in the new economy (software, electronics etc.) are characterised by fundamentally different dynamics and how managers can understand and exploit them
  • How to structure your organisation to execute particular strategies
  • Why is it important to align your structure to your strategy at all times?
  • Do your various businesses belong together? How do you create synergies across businesses?
  • How to implement strategy
This programme has given me the tools to confidently build a strategic plan for my organisation. I feel clearer in my direction and most importantly, can better articulate my thinking. I’ve learnt a lot from both the academic experts and my fellow participants all of whom have openly shared their ideas and experience.
Shabana Ahmad Commercial Manager, NEST


Spend three days away from your usual work environment, in the company of world-leading Cambridge faculty members and a diverse, international group of peers.

Time and space to reflect on your industry, organisation and role within it. Discuss your strategic challenges with a variety of participants and Cambridge faculty.

This practical and fast-paced programme will cover:

  • how strategy makes the difference between success and failure
  • understanding the dynamics of your industry and how to exploit them better than your competitors
  • how to plot creative strategies that lead to competitive advantage
  • the tools and techniques of strategic analysis
  • strategic capabilities to improve your decision-making process
  • navigating strategic trade-offs in your journey
  • creating synergies across different businesses
  • exploiting network effects and play in a sharing economy
  • the strategic implementation process and tools required

This programme counts towards the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School's global network of graduates and business-focused University of Cambridge alumni, faculty and staff.

The academic experts challenged my way of thinking about strategy and how it applies to a global business like Microsoft. It was hands down the best programme I have attended. It articulated the theory whilst offering me examples of practical application.
Rachel Howard, Senior Business Manager, Microsoft

Who should attend

  • Business leaders, including senior and middle executives of major corporations
  • Owners and senior leaders of small and medium-sized enterprises
  • Startup founders

We welcome a varied mix of students to this course, with previous participants coming from all over the world and from industries including manufacturing, service, high-tech, creative, medical, pharmaceutical and retail.

People join us from many different types of organisations; for-profit, not-for-profit and government, multinational PLCs, small and medium-sized enterprises and startups.

The programme was of an impeccable and professional standard; it triggered a thought-provoking reflection on the essence of strategy and made me question, assess and challenge my current preconceptions on the subject. Overall it introduced practical insights of a very high standard.
Festus Nwoko, Strategic Operations Manager, Donell Nigeria
Nwoko Festus

(Data taken from Strategic Management programmes that took place 2016-2018)

Faculty & speakers

Kamal Munir

Kamal Munir

Reader in Strategy & Policy

PhD (McGill University)

View profile

Sucheta Nadkarni

Sucheta Nadkarni

Sinyi Professor of Chinese Management

PhD (University of Kansas)

View profile

Professor Sucheta Nadkarni is also the Academic Programme Director on our Cambridge Rising Women Leaders Programme, and Dr Kamal Munir is the Academic Programme Director on Dealing with Disruption: Strategies & Business Models and Managing Innovation Strategically.

Dates & fees

Dates Duration Fees *
18-20 March 2020 3 days £2,995 + VAT
14-16 October 2020 3 days £2,995 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,300 + 20% = £2,760.

* Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School's Alumni Association. Please note prices pre-registration are subject to change.

For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:

Terms & Conditions for Self-funded Applicants (pdf, 277KB) (updated 4 September 2019)
Terms & Conditions for Organisation-funded Applicants (pdf, 295KB) (updated 4 September 2019)

Registration closes at midday two working days before the programme start date.

Participants are expected to attend the full programme.

The programme was intellectually stimulating and highly practical. I have two business degrees but this programme still offered up fresh thinking and a new perspective. It was also a great networking opportunity.
Ilya Sysoyeu, Senior Analyst, Salesforce
Ilya Sysoyeu

If you have any questions or would like to have a chat about this programme and how it could benefit you or your organisation, please get in touch with the programme advisor:

Jasmin Abdel-Moneim

Sales & Business Development Manager
Tel: +44 (0)1223 768071

Jasmin Abdel-Moneim

Version 5 (8 October 2019)




3 days


18-20 March 2020
14-16 October 2020

Contact us to find out more about Strategic Management: Creating and Sustaining Competitive Advantage.

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