Executive Program

General Management Program (blended online/on campus)

SBS Swiss Business School > Executive Education > Diploma Programs > General Management Program (blended online/on campus)

Demands on managers and specialists have never been greater. In an atmosphere of volatility, uncertainty, complexity, and ambiguity, you need to act more decisively and think more strategically. Our one month on campus and online blended general management program provides middle managers and specialists the opportunity to gain a fresh perspective in a learning environment second to none. 

SBS – Swiss Business School General Management Program (GMP) will prepare you to meet the increased demands and give you the knowledge, skills, and instincts to reach new career heights. In the process, you will:

  • Gain greater insight into your industry and your
    company’s competitive position
  • Improve your ability to clearly communicate issues
    to peers and garner their input
  • Learn how to drive change and innovation by aligning
    the appropriate resources and activities
  • Identify and prepare for potential roadblocks and
    leadership challenges that may arise as you work to
    implement your strategy
  • Build a network of GMP peer advisors who can apply
    their unique knowledge and background to your challenge

The SBS Swiss Business School GMP has a strong focus on the Swiss success and approach to doing business. Since 1993 the World Intellectual Property Organization’s (WIPO) Global Innovation Index shows Switzerland as the most innovative country in the world – 30 consecutive years. Benefit from the Swissness of the program and join us in this highly interactive experience.

This course focuses on middle managers and specialists.

One week of the program will take place on our Zurich-Kloten Campus. During your visit to Switzerland you will have the chance to meet and learn from business leaders in their companies, discuss with industry speakers and exchange experiences with peers over Swiss delicacies. The rest of the program will be online.

Course Information


Blended: On-Campus and Online


9,750 CHF*


07 Oct – 02 Nov 2024*

*07 – 13 October on our Zurich-Kloten campus

Topics covered

Module: Finance and Accounting for non-financial Managers

This module is designed to teach the basics of accounting, financial terminology and the techniques of financial analysis. You will learn how to address and communicate financial problems more effectively, how to identify relevant financial information, and how to apply the financial analytical skills needed to make more informed business decisions. An appreciation of accounting and finance is a prerequisite for understanding the financial success and financial stability of any organization, which is summarized in the balance sheet, income statement and cash flow statement.

Topic 1: Fundamentals of accounting

  • Describe the foundation concepts of financial reporting
  • List the key elements of the Accounting Equation
  • Link financial reporting metrics to strategic analysis.

Topic 2: Understanding the income statement (P&L) and financial ratios

  • Analyze the Income Statement (P&L)
  • Describe key financial performance metrics and ratios
  • Evaluate financial statements to drive managerial decisions.

Topic 3: Evaluation of financial performance

  • Identify how to evaluate performance
  • Describe the business strategy and operating model, and link these to financial ratio analysis
  • Apply learnings to a practical case study.

Topic 4: Performance management and control systems

  • Describe performance measurement and control systems
  • Balance the tensions between growth, profit and control in different stages of the business cycle
  • Apply learnings to a practical case study.

Topic 5: Capital budgeting

  • Identify the foundations of capital budgeting and financing
  • Recognize how to make investment decisions
  • Assess how to finance investments.

Topic 6: What is value?

  • Discuss the foundations of business valuation
  • Describe value-based management
  • Identify the links between the value of a firm and corporate strategy.


Module: Leadership in Transition

This module helps you to reflect on your individual leadership style and develop a plan to expand your comfort zone. Strengthen your coalition-building and influencing skills, and learn how to use power constructively. Examine the best practices for managing change. Learn about the systemic factors in your work environment and in your own behavior that can work against your plans.


Topic 1: What leaders really do

  • What makes a leader?
  • Are leaders born or made?
  • How do you personalize the behavioral model to fit who you are and the unique demands of your organization?


Topic 2: A matter of style

Compare and contrast yourself with a variety of leaders whose styles we analyze through videos and film.

  • How do others perceive you?
  • Can you present your ideas in a clear, memorable and inspiring way?
  • Are you failing to motivate others – by being too directive, or perhaps not directive enough?


Topic 3: Leading your team

Few leaders make decisions alone.

  • How do you distinguish situations in which effective leadership requires either your direct intervention or the greater involvement of others?
  • How do you understand and manage the hidden dynamics affecting your team’s behavior?


Topic 4: Building effective networks

Effective leaders instinctively build coalitions and use their informal networks to get things done.

  • How do you diagnose the political landscape of your organization?
  • What does it take to use and build networks effectively?

Topic 5: Feedback and coaching for change

True leaders continually seek self-improvement, using feedback as a way to gauge their progress.

Through active role play, peer coaching and in-class analysis of your personal style:

  • You will acquire new coaching skills, to be put to use immediately upon your return
  • You will design an action plan to focus and prioritize your individual developmental needs


Module: Contemporary Marketing

Marketers need to be able to identify the key influences on the future drivers of the organization and match those with organizational resource to determine future direction. This module will enable you to evaluate the potential impact of emerging contemporary marketing challenges and apply strategic thinking to develop future strategies.

Topic 1: Dynamic Marketing Environment

Critically analyze the changing dynamics of an organization’s environment

  • Evaluate external factors which impact upon an organization and its stakeholders
  • Assess the internal factors which impact upon an organization and its stakeholders
  • Analyze how the changing dynamics of the internal and external environments influence the future direction of an organization.

Determine the key business drivers for organizational success

  • Establish the relevant models to establish the parameters of organizational success
  • Evaluate the relevance of the organization’s mission and values in a dynamic environment
  • Assess the current and potential role technological innovations have on influencing organizational success
  • Evaluate how organizational structures, processes and operations underpin strategy in a changing environment


Topic 2: Develop creative thinking

Evaluate the relevance of emerging marketing challenges to the organization’s future direction

  • Priorities the emerging challenges in relation to their potential impact on the organization
  • Assess the need to change an organization’s marketing strategy in response to changes in environmental factors
  • Develop frameworks to respond to emerging challenges

Critically assess the contribution of those challenges to the value creation of an organization

  • Determine how value is created and measured within an industry sector
  • Identify opportunities for value creation relevant to the organization
  • Appraise potential response strategies and benefits of application


Topic 3: Create insight, vision and direction

Demonstrate a clear understanding of how the organization can develop a positive response to emerging challenges

  • Design and develop sustainable strategies for value creation
  • Explain and justify the delivery rationale and propositions for value creation
  • Develop value in accordance to organizational capabilities and market situations

Recommend resource-led innovative approaches to contemporary marketing challenges

  • Develop a data governance strategy which enables an understanding and synthesis of information into insights
  • Evaluate advanced analytical and decision making tools to assess and highlight future marketing challenges
  • Use data insights to make informed decisions and generate appropriate solutions


Module: Strategy and Innovation

The Competitive Strategy and Innovation module empowers strategic leaders to make informed decisions about fostering and resourcing the right innovations for the most positive business impact, and is relevant for all professionals impacted by disruption. You’ll discover frameworks that can be used to evaluate your existing resources, stimulate and manage innovation, and build a long-term competitive strategy. The course also illustrates several practical examples of innovation in response to the COVID-19 disruption. Using tools such as design thinking, blue ocean strategy, and customer journey mapping, you’ll be better equipped to drive your business forward in the face of uncertainty. Leverage organizational resources to set your company apart and drive innovation for business performance.

Topic 1 The resource-based view of the firm
Learn about the key concepts that define a resource-based perspective of competitive strategy and innovation.

Topic 2 The trade-off between value creation and value capture
Learn more about coopetition, value creation, and the trade-off between value creation and value capture.

Topic 3 Value proposition and strategic resources
Learn how to leverage strategic resources to protect a unique value proposition.

Topic 4 Cumulative resources and internal organization
Learn about leveraging cumulative resources to bolster your organization’s unique value position.

Topic 5 Innovation, competition, and blue ocean strategy
Use the concept of the blue ocean strategy to suggest changes in competitive positioning.

Topic 6 Disruption and competence destruction
Discover how agile organizations can resource the right innovations.

Topic 7 Design thinking for an innovation system
Learn about the design thinking process, and how it applies to an organizational context.

Topic 8 Customer journey mapping and innovation in practice
Reflect on how you might be able to apply innovation systems in your organizational context.


Module: Strategic Negotiation

In our Strategic Negotiation module, you will learn the foundational skills and knowledge needed to negotiate effectively and strategically. Discover your personal style and develop a systematic approach to a variety of challenging business situations through a set of interactive, increasingly complex mock negotiations. Build the confidence to navigate win-lose situations and transform them into win-win opportunities. Whether you negotiate on behalf of your organization or on behalf of yourself, this course will train you to use sophisticated strategies for securing better deals.

  • Introduction to distributive negotiation
  • Introduction to integrative negotiation
  • Introduction multiparty negotiation
  • Negotiation practice


Module: Business Simulation

Over the period of the whole course you will apply your gained knowledge in a business simulation competition in groups. This real life simulation lets you make all the management decisions to run successfully a business in a competitive environment.



Course Outline


  • Finance and Accounting for non-financial Managers (2 days)  
  • Leadership in Transition (2 days)  
  • Contemporary Marketing online (9 hours)
  • Strategy and Innovation online (9 hours)  
  • Strategic Negotiation (1 day)  
  • Business Simulation (0.5 days)  
  • Business visits and discussion rounds (1.5 days)

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