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Strategic Management: Creating & Sustaining Competitive Advantage


Strategic management: a vehicle for company success

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

Whether you are a senior leader of an established organisation, or founder of a startup company, strategic thinking is critical to surviving and succeeding in today’s volatile business environment.

Strategic management can help leaders identify new opportunities and find new ways to create value for customers, whilst creating and maintaining competitive advantage. 

Developing core strategic management skills: an outside-in lens

This three-day programme is carefully designed to help you address the challenges of strategic analysis, setting strategy and defining the direction of your company in the wake of technological disruptions and shifts in the competitive landscape.

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

Using reference cases, videos and hands-on group exercises, the programme will allow you to develop your strategies through an outside-in lens, and from the perspective of your stakeholders.

The sessions will infuse new thinking in building, extending and managing the strategic direction of your company.

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

Practical and outcome-driven approach

The programme combines cutting-edge research with real world cases developed by Cambridge Judge Business School faculty, and the diverse experiences of participants provides a unique experience.

Why Cambridge?

Cambridge Judge Business School offers a distinctive approach born out of the University of Cambridge way. 

  • Drawing on cutting-edge academic research, as you would expect from a business school with 16 research centres
  • The University of Cambridge has always emphasised smaller class sizes for maximum interaction and focused effort between world-class faculty and top quality participants. Cambridge Judge is no exception. We have class sizes of no more than 25. This makes your experience here one of unrivalled quality, relevance and impact. 

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  • What is strategy and why is it necessary for success?
  • Understanding the changing dynamics of your industry before adapting
  • Understanding your competitive advantage
  • Developing strategies for cost leadership and differentiation
  • Creating new markets using blue ocean strategies
  • Understanding the dynamics of industries in the new economy, and how you can exploit them
  • Structuring your organisation to execute particular strategies
  • Aligning your structure to your strategy
  • Creating synergies across businesses
  • Implementing strategy
  • Strategic leadership.
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


  • Understand how strategy can make the difference between success and failure
  • Have the opportunity to reflect on your industry, organisation and role, and gain new insights on your strategic challenges
  • Learn to develop strategies to create and maintain competitive advantage by better understanding the dynamics of your industry
  • Gain a deeper understanding of the tools and techniques of strategic analysis.
Icon: Executive Education Certificates of Achievement.

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

  • Mid to Senior level managers and leaders across all sectors setting strategy and defining the direction of their organisation.
  • Whether you are a senior leader of an established organisation, a middle manager in charge of a division, or founder of a start-up company, strategic thinking is central to surviving and succeeding in today’s complex and volatile business environment.
  • Business leaders looking to find new ways to create value for customers and move ahead of competitors.

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

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

Academic Programme Director

Kamal Munir

Professor of Strategy & Policy

PhD (McGill University)

Faculty & speakers

Shazhad (Shaz) Ansari

Professor of Strategy & Innovation

PhD (University of Cambridge)

Lionel Paolella

Associate Professor in Strategy & Organisation

PhD (HEC Paris)

Dr Kamal Munir is also the Academic Programme Director on Dealing with Disruption: Strategies & Business Models and Managing Innovation Strategically.

Dates & fees



Fees *

15-17 June 2022

3 days

£3,300 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £3,300 + 20% = £3,960.

* Fees include instruction, materials, lunch and breaks, as well as a gala dinner. 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 25 August 2021)
Terms & Conditions for Organisation-funded Applicants (pdf, 295KB) (updated 25 August 2021)

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

Participants are expected to attend the full programme.

Please ensure that you have read our Frequently Asked Questions, which provide important additional information about our face-to-face and Live Online programmes, in particular during the COVID-19 pandemic.

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

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
Open Programmes
Tel: +44 (0)7850 949628

Schedule a call with Jasmin

[email protected]

Access Jasmin's profile

Jasmin Abdel-Moneim

Version 11.1 (6 October 2021)


Strategy & Growth


3 days


15-17 June 2022

Book a place

Download a brochure

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

Contact us

To find out more about our range of open enrolment programmes, download our brochure.

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