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Cambridge Executive Education Cambridge General Management Programme

22 November–3 December 2010 20 June–1 July 2011 21 November–2 December 2011

Mastering the language and practice of management

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[inside front cover] The General Management Programme 1 From the course director 2 The tutors I THINK IT MIGHT BE BETTER TO HAVEINFORMATION ON PROGRAMME BEFORE THE TUTORS SO SWITCH 4 TO 2 FOLLOWED BY From The course Director and then the tutors 3 The Cambridge Judge General Management Programme 4 Study area of the Cambridge Judge General Management Programme 5 What our students say about the Cambridge Judge General Management Programme 6 About the Møller Centre and Churchill College 8 Conference facilities 8 Accommodation 8 Food and drink 8 Course details 8 Application procedure 10 Selection 10 About Cambridge Judge Business School 12 Map of Cambridge inside cover


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Cambridge Executive Education General Management Programme An outstanding two-week general management programme that provides an understanding of the concepts and fundamental principles in key management disciplines, and how to apply them to improve decision-making within your organisation.

The Cambridge General Management Programme provides a practical and skillsbased approach to the challenges facing mid to senior level managers in today’s workplace. Winners must learn to relish change with the same enthusiasm and energy that we have resisted it in the past

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Tom Peters

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[display quote] “Efficiency is doing things right; effectiveness is doing the right things.�CHANGE QUOTE Peter Drucker


[page 2] [photo of Jochen Runde] “The Cambridge General Management Programme is specifically designed for professionals moving into more senior management and leadership positions in their organisations, and who are looking to develop their general management skills. Classes are led by Faculty who teach on the Cambridge MBA, and the programme as a whole is as close to the Cambridge MBA experience as can be packed into an intense, fast-moving and highly informative two weeks. The programme is ideal for people with at least five years’ executive experience who are especially interested in the practical application of fundamental principles in key management disciplines, and how to apply them to improve decision-making within their organisations. It is also one of the best ways I can think of gaining international experience through exposure to an impressive peer group drawn from all over the world and from a very wide range of sectors – not to mention being a wonderful opportunity to experience one of the mostre beautiful and inspiring university towns in the world.” Professor Dr Jochen Runde Cambridge Judge Business School University of Cambridge


[page 3] The tutors Faculty Jochen Runde Professor Jochen Runde is the Director of the Cambridge MBA Programme and has taught at Cambridge Judge Business School since 1999. He is Director of Studies in Management at Girton College and Murray Edwards College and a Fellow of Girton College, Cambridge. Between 1984 and 1990 he taught at the Department of Economics, University of Witwatersrand, Johannesburg. Jochen Runde is a prolific author, co-editor of the Cambridge Journal of Economics, and a member of the Cambridge Social Ontology Group and the Centre for Process Excellence and Innovation. He is a former Fellow of the Cambridge-MIT Institute, where he served for two years as Associate Director of the Professional Practice Programme and subsequently as Director of Graduate Programmes. He is currently Chair of the Chemical Engineering and Biotechnology Syndicate and serves on the Executive Committee of the University Careers Syndicate. Previous appointments have been as Director of Programmes at Cambridge Judge Business School (2007–2008), on the Cambridge University Board of Graduate Studies (2003–2008), and as an author and consultant to the global eLearning software company Interactyx. Jochen Runde numbers under his many research interests the development and commercialisation of digital technologies, the philosophy of economics and the social sciences, social ontology, probability, uncertainty and rational theory, Austrian economics and the economics of institutions.

The Faculty team ARE THE BIOS PRESUMABLY CHECKED FROM THE WEB FOR ACCURACY AND CURRENCY? [possible to find a photo(s) of any of these tutors in class?] Members of faculty who will be delivering the General Management Programme have been chosen to represent the broadest possible range of academic and practical experience, in order to deliver a programme that has both breadth and depth. The list below represents the team for the forthcoming session of the General Management Programme but may be subject to change.


Richard Barker Visiting Professor in Accounting at Saïd Business School, University of Oxford; University Senior Lecturer in Accounting; formerly Director of the Cambridge MBA; previously visiting scholar at Stanford University and INSEAD Tony Cockerill Fellow in Economics, Cambridge Judge Business School; Leverhulme Emeritus Fellow at the Faculty of Economics, University of Cambridge; formerly Deputy Director of Manchester Business School and Director of Durham Business School Allègre Hadida University Lecturer in Strategy, Cambridge Judge Business School; Fellow of Magdalene College, Cambridge; member of the Academy of Management, the Academy of International Business, the Strategic Management Society and the International Association for Arts and Cultural Management Michael Kitson University Senior Lecturer in International Macroeconomics; Fellow of St Catharine’s College, Cambridge; Research Associate of the Centre for Business Research; co-editor of the Cambridge Journal of Economics Omar Merlo Fellow in Marketing, Cambridge Judge Business School; Lecturer in Marketing at Imperial College Business School; formerly Lecturer in Marketing in the Faculty of Economics and Commerce, University of Melbourne, Australia; Fellow of St Edmund’s College, Cambridge Andy Neely Fellow in Business Performance Measurement and Management, Cambridge Judge Business School; Professor of Operations Strategy and Performance, Cranfield School of Management; Deputy Director of the Advanced Institute of Management Research; world authority on organisational performance measurement and management Daniel Ralph Professor of Operations Research and Director of Research, Cambridge Judge Business School; Acting Director of the Centre for Risk Studies; Director of Studies in Management Studies and Fellow of Churchill College, Cambridge; member of the Australian Mathematical Society, the Institute for Operations Research and the Management Sciences, the Mathematical Programming Society and the Society for Industrial and Applied Mathematics; editor-in-chief of Mathematical Programming Mark de Rond


Reader in Strategy and Organisation, Cambridge Judge Business School; Fellow of Darwin College, Cambridge; formerly Assistant Professor in Strategy at ESSEC Business School, Paris Stephan Scholtes Dennis Gillings Professor of Health Management and Academic Director of the Centre for Health Leadership and Enterprise, Cambridge Judge Business School; has taught operations research at the University of Karlsruhe, Germany, and the Engineering Department of the University of Cambridge; associate editor of Operations Research and Mathematics of Operations Research Jonathan Trevor Co-director of the Centre for International Human Resource Management, Lecturer in Human Resources and Organisations and Director of Studies in Management at Cambridge Judge Business School; Fellow of Downing College, Cambridge Chander Velu University Lecturer in Marketing and Chair of the MBA Admissions Committee, Cambridge Judge Business School; formerly consultant to PricewaterhouseCoopers and Booz Allen Hamilton, London; member of the Institute of Chartered Accountants in England and Wales Eden Yin University Senior Lecturer in Marketing, Cambridge Judge Business School; Fellow of St Edmund’s College, Cambridge; formerly taught at the University of Southern California and the Loyola Marymount University, Los Angeles


[page 4] [page 7 has been allocated a full page photo, but the amount of text from pp. 4-6 may mean sacrificing this and using a series of smaller images instead as and when space allows] The Cambridge Judge General Management Programme While you may have achieved great success in your current area of expertise, as a functional specialist, moving into general management can be a challenging time. You may already be in a management role but aiming to move into a more senior position. This intensely practical, skills-based programme will give you the confidence you need to take the next step and accelerate in your management career. It will enable you to develop your management skills and knowledge in an vibrantintense and fast-paced environment, learning alongside a select and highly motivated international peer group. We recognise that taking time away from the workplace can be difficult. The Cambridge Judge General Management Programme is just two weeks long, but it will provide you with teaching of sufficient breadth and depth to ensure your successful transition to general management. At the same time it offers you an opportunity to step back from your current role and reassess your performance to date. Who is the programme for? You will probably be aged between 35 and 55 with typically at least five or more years’ executive professional experience, and may be moving from a specialist function to a more general management role, or to a more senior position within your organisation. How is the programme delivered? The programme will be delivered using a range of teaching methods appropriate for each of the study areas covered. All the lectures, interactive presentations, assignments, case studies and group work are designed to generate ideas and get you thinking about how you could apply them in your business. What are the learning benefits for you and your organisation?  Managing new trends and market demands in a complex business and economic environment  Improving team performance with leadership skills  Making better business decisions by identifying critical variables and using analytical models  Gaining a broad understanding of financial and accounting principles  Examining issues of strategic significance in a global marketplace  Integrating marketing, operations and strategy for a strategic business perspective


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Learning fromInteracting with other business professionals from a range of industries and organisations across the globe Meeting and discussing key management issues with talking to inspirational faculty teachers academics in the unique academic environment of the number one *one of the world’s top university in the worldies * The University of Cambridge was ranked number 1 in the QS World University rankings 2010

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On completion of the programme, participants are awarded the Cambridge Executive Education General Management Certificate of Achievement. You will also be eligible to become an associate member of to join the Cambridge Judge Business School global alumni network of graduates and business-focused Cambridge University alumni, faculty and staff. What areas are covered? Accounting Communication and negotiation strategies Creative approaches to problem solving Finance Innovation Leadership Macroeconomics Marketing Operations Organisational behaviour Strategy


[page 5] Indicative Sstudy areas of the Cambridge Judge General Management Programme Accounting  Financial statement principles – an introduction to objectives and conceptual framework of financial reporting  Reading financial statements – introduction to financial statements  Modelling accounting relationships – Excel-based session modelling key relationships across the financial statements  Value-based management – measurement of financial performance; introduction to management accounting Communication and negotiation strategies  Understanding the negotiation process and effective communication  Approaches to different negotiation situations  Communication strategies Creative approaches to problem-solving  Practical exercises to understand creativity and improve problem-solving Finance  Global markets and financial instability – drivers of world economy and growth, causes of financial instability, credit risk and stability, banks, capital markets and financial intermediation  Asset valuation – discount rates and factor, NPV, IRR, bonds and equities, risk and return  Principles of corporate finance – financing corporate assets, capital asset pricing, cost of capital, alternative asset classes  Beyond the financial crisis Innovation  Why do firms find it so difficult to deal with disruptive innovations? – practical examples of ways of disrupting an existing industry through a new business model  Business model innovation; value proposition, value creation and value capture  Leadership [please add copy as appropriate] Macroeconomics  Characterising the macro economy – introduction to macroeconomics and an overview of the macro economy in national accounting terms

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A simple model of the macro economy – developing a simple model Macroeconomic policy – overview of core aspects of prominent approaches to macroeconomic policy

Marketing  Market-driven organisation – basic concept of marketing and market orientation, characteristics of a market-driven organisation  Sustaining customer relationship – introduction to CRM, components of CRM system, customer lifetime value analysis  Competitor analysis – general framework for analysing competitors, competitive benchmarking, approach to competitor analysis  Pricing and promotion – basic concepts, analysing price sensitivity, promotion strategy, framework to analyse promotions Operations and business performance management  Organising the international supply chain – case study discussion to develop the principles of integrated supply chain management  The role of operations – importance of operations, competitive advantage via operations, objectives of operations  Performance measurement and translating strategy to actions Organisational behaviour  Behaviours, change and culture – themes of behaviours, change and culture, and others important to organisational success  Management of talent and performance – the importance of talent management to securing and sustaining competitive advantage Strategic management  What is strategy? – core concepts in business thinking  Competitive environment – introduction to the dominant frameworks of environmental analysis  Competitive advantage – business strategy approach to creating and sustaining long-term competitive advantages  The resource-based view – corporate strategy approach to creating and sustaining long-term competitive advantages Understanding risk and uncertainty  The flaws of averages  Modelling decision making  Portfolio valuation and risk modelling Formatted: Font: Bold

Elective topics

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 Electives on topical management areas based on the latest Cambridge research will be available as part of every Cambridge General Management Programme

[box text or tint panel, to separate from rest] Free time and special activities Participants will normally dine at the Møller Centre but during the two-week period there will be one free evening and a free weekend. At the end of the course, all participants are invited to a gala dinner at a renowned Cambridge Jesus College. Other Examples of other organised events (optional) are: • a sightseeing tour of Cambridge • a visit to the Churchill Archive, which houses the personal papers of Sir Winston Churchill and archives documenting the history of the Churchill era and after • a tour of the Scott Polar Research Institute, the national memorial to Captain Robert Falcon Scott and his companions, who died while exploring the South Pole  a punting trip on the River Cam

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What our recent participants have said students say about the General Management Programme

“The programme was relevant, focused and provided the essential tools and techniques for everyday management. The Faculty knew their areas of specialism and they delivered it well. I would highly recommend this programme to anybody involved in management.” “Fantastic package, fantastic time, fantastic people.” “This was an excellent course, probably the most rewarding course that I’ve ever been on … large amount of knowledge gained, the mostly fast pace of the sessions, the diversity of the delegates, the enthusiasm and presenting style of the lecturers, the high engagement in all sessions. I will highly recommend this course to my colleagues.” “… well designed and in my opinion the two weeks’ duration is perfect.” “A perfect combination of well delivered business contents, extraordinary studying environment at one of the most enchanting cities in the world, great diversity of nationalities and markets represented, making GMP a real global programme for today’s challenging environment.” “Well prepared programme, knowledgeable academics, international participants, global atmosphere, helpful staff, great venue. Real first-class Cambridge education.” “Hospitality was excellent and all the staff were very friendly. I found this programme after lots of research and found it to be the best among its peers on the basis of cost, time, class diversity, quality and brand name.” “I thoroughly enjoyed the programme. The professors were world class. The organisers were wonderful. I came away truly inspired by Cambridge’s history, location and mystique.” “This was an excellent opportunity for someone like myself, with very little background in this area, to learn that I surely still have a lot to learn, but to be able to acquire a fundamental grasp of many major ideas. It represented a rare chance, too, to come into close contact with a very broad range of personalities, culture and individual expertise and experience. Truly rewarding in every way.”


“… an engaging two weeks of intense study where I left feeling that I have gained more in the two weeks than my combined seven years of undergraduate and postgraduate studies. The lecturers, the content and the amazing peer group make this an unbelievable experience.”

[display box] Several previous participants have been so inspired by their experiences on the General Management Programme that they have subsequently enrolled on the MBA programme at Cambridge Judge Business School. [end box]


[page 7] Photograph of previous participants (if available) or photograph of Judge students in class


[page 8] About the Møller Centre and Churchill College The Møller Centre – the venue for the General Management Programme – is situated in the grounds of Churchill College. The College, which is the national and Commonwealth monument to Sir Winston Churchill, received its royal charter in 1960 and embodies Churchill’s vision of the advantages that higher education can bring to society. Set in over 40 acres of parkland, Churchill College represents “the best of the new”(according to the architectural historian Nickolaus Pevsner). As such, it provides a haven of peace and calm where ideas can flourish, while at the same time being within walking distance of the centre of Cambridge. Conference facilities The Møller Centre is Cambridge’s only dedicated conference centre. With 23 purpose-built training rooms, housed in a remarkable building of Scandinavian design, participants on the programme will find state-of-the-art facilities and a learning environment second to none. Accommodation Guests are housed in attractive en-suite bedrooms with up-to-the minute facilities. All rooms have king-size beds, a large bathroom with separate shower and bath, mini bar and digital plasma TV. In addition, all rooms have complimentary wireless broadband and generous work areas to accommodate laptops and documents. Food and drink The Møller Centre has won a reputation for its excellent cuisine, a feature of which is the locally sourced, high-quality ingredients. Whether dining in the restaurant (with wine specially chosen from the College cellars), choosing refreshments in between sessions or enjoying a light buffet lunch, participants can be sure that everything is designed for their personal food preference and is of the highest possible standard. Course details Duration: Two weeks Dates: 22 November–3 December 2010 20 June–1 July 2011


21 November–2 December 2011 Fees*: If paid up to one month before each course £8,500 + VAT If paid after that date £9,500 + VAT 

*Fees may be subject to change please check website (http://www.jbs.cam.ac.uk/execed/open/gmp.html ) for details.

The fee includes all programme materials, daytime refreshments and some evening meals, accommodation and Cambridge-based activities, including the gala dinner at a renowned Cambridge Jesus College. Preferential ratesGroup discounts may be available for groups of four and above from the same organisation with a limit for maximum six from one organisation on any particular programme. are available for groups of more than five.

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[page 9] [Photograph of Moller Centre/Churchill] [Photographs of accommodation, dining hall, etc.]


[page 10] Application procedure Selection The General Management Programme is only as good as the quality of its participants. Selection for the programme is taken very seriously and a stringent process ensures that the objectives and experience of the group of people selected are a good fit.

How to apply You can register for the programme via our online system: www.jbs.cam.ac.uk/execed/open/gmp.html It is important that all participants should get the most out of the GMP. On receipt of your completed application form a telephone meeting will be set up between the Director of the GMP Allison Wheeler-HĂŠau, Cathy Butler, and each applicant. A decision on each application will be made within ten working days. Please contact: Allison Wheeler-HĂŠau Cathy Butler Director of Corporate Relations Director of Open Programmes Cambridge Executive Education Cambridge Judge Business School Trumpington Street Cambridge CB2 1AG United Kingdom Tel: +44 (0) 1223 339700 Direct line: +44 (0)1223 665855XXXXXX Email: a.wheeler-heau@jbs.cam.ac.ukc.butler@jbs.cam.as.uk


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[page 12] About Cambridge Judge Business School at the University of Cambridge Founded in 1990, Cambridge Judge Business School is part of the Faculty of Business and Management at the University of Cambridge. In 1991 sponsorship from Sir Paul and Lady Judge provided the funds that enabled construction of a building for the newly established school. One of Britain’s most brilliant and innovative architects, John Outram, was chosen to design the building, which has been widely acclaimed for its boldly imaginative and colourful design. The reputation of the Cambridge Judge Business School has grown rapidly and today – celebrating its 20th year – it is internationally celebrated as a provider of stimulating management education, with a particular emphasis on entrepreneurship and innovation management. With a world-class faculty of over 50 members and a philosophy of collaboration, the School is a place where people from many disciplines meet and share ideas – policy makers, entrepreneurs, leaders of industry, regulators, not-for-profit organisations and academics. One of the main strengths of Cambridge Judge Business School is its position at the heart of a vibrant entrepreneurial community – the so-called Silicon Fen, or Cambridge Cluster. Cambridge, and the area surrounding it, is home to a multitude of high-tech businesses and the School benefits from this proximity by drawing on experienced business founders who can act as role models to aspiring entrepreneurs and business leaders. Cambridge Judge Business School is able to attract the most able students to all its courses. In 2009 the MBA Programme was ranked 11th in The Economist’s full-time Global MBA Rankings, third in the Forbes Global Rankings for one-year MBA programmes and 17th in the Financial Times Global Rankings of business schools. Today it is widely acknowledged that an MBA from Cambridge Judge Business School is among the best in the world. In addition, the University of Cambridge was named number one University in the world in the 2010 QS World University rankings recently published.

Further to the In addition to the MBA, Cambridge Judge Business School offers the following programmes: the Cambridge Executive MBA, the Master of Finance, Executive Education, Vocational Masters, Undergraduate Management Studies and PhD. Statistics Currently: over 260 MBA and PhD students; 25 MFin students; 46 EMBA students; over 200 MPhil students; over 70 undergraduate students


Alumni: 3416, of whom 53% UK, 13% Europe, 9% North America, 16% Asia and 22% rest of world


[inside back cover] Map of central Cambridge

[adapt map drawn for ALP – take bold off Downing College and Hotel du Vin. Add bold to Churchill College. Add Møller Centre to Churchill site and fill in roads from centre of town on left-hand side to show route to Churchill.] NB On the map, please rename New Hall – now Murray Edwards College


[back cover] Cambridge Executive Education Cambridge Judge Business School University of Cambridge Trumpington Street Cambridge CB2 1AG United Kingdom T: +44 (0)1223 339700 Cathy Butler Director of Corporate Relations Direct line: +44 (0)1223 XXXXXX Email: c.butler@jbs.cam.as.uk www.jbs.cam.ac.uk www.cambridgeexeced.com The organisers reserve the right to change any details of the Programme without notice. Š Judge Business School has copyright of all original material contained in this brochure (October 2010) Designed by HSAG Photography by XXXXXXXXXXXX [logo]


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