Leading Strategy: turning strategic choices into action
From 28 September to 1 October 2026, MSM welcomed 16 professionals from 13 different countries to Maastricht for the four-day Short Executive Programme on Leading Strategy.
From 28 September to 1 October 2026, MSM welcomed 16 professionals from 13 different countries to Maastricht for the four-day Short Executive Programme on Leading Strategy. With participants from countries including Indonesia, Spain, the Netherlands, Lebanon, Iraq, Belgium, Oman, Ghana, Saudi Arabia, Italy, Egypt and Zimbabwe, the programme brought together a diverse group of professionals with different cultural, professional and industry backgrounds.
Throughout the four days, participants explored how to turn strategy into action in an increasingly dynamic business environment. Rather than approaching strategy as a static plan, the programme focused on strategy as a continuous process of making choices and trade-offs, evaluating opportunities and capabilities, and translating strategic priorities into practical execution.
Led by Mr. Oliver Olson, Senior Lecturer of Marketing and Strategy at Maastricht School of Management, participants worked with practical strategic frameworks including Five Forces, SWOT, VRIO and the Value Equation. They also explored strategy execution and organisational alignment, including the use of OKRs and KPIs and the growing impact of generative AI on strategic decision-making.
Learning from different perspectives
An important element of the programme was connecting strategic frameworks to real-world business practice. Guest experts Mr. Juuso Hämäläinen, Mr. David Forer and Mr. Patrick Manders shared their experiences and perspectives on topics ranging from AI and strategy execution to market dynamics in the semiconductor industry and growth strategy.
For Nawras Al Suqri from Oman, these different perspectives were one of the highlights of the programme: “What I truly enjoyed in the course was having guest speakers and the opportunity to learn about strategy from different perspectives and industries. It was also a great networking opportunity with my fellow participants, as we all come from different industries, experiences and backgrounds.”
She particularly valued the programme's focus on the choices behind strategy and the role new technologies can play in its execution: “My key takeaway from this course is that leading strategy is not only about having the right direction. It is also about making the right choices, understanding the trade-offs between these choices, as well as using new tools like AI to help execute your strategy in a constantly changing environment.”
From strategic tools to daily execution
The practical nature of the programme also stood out to Selim Amin from Egypt, an experienced entrepreneur and Fast-Moving Consumer Goods (FMCG) professional, particularly valued the programme’s practical approach: “The mix of cultures, the classroom interaction, and the practical tools were on another level. And now, I’m ready to bring AI into my business and apply these strategy tools in my daily execution.”
Bringing strategy back to the organisation
Throughout the programme, participants worked on their own personal strategy portfolio, applying the tools and insights covered during the four days. On the final day, they had the opportunity to finalise their portfolio and present it to the class.
About the Leading Strategy Programme
In today's rapidly changing business environment, strategy requires more than defining a direction. Leaders need to continuously evaluate opportunities, make deliberate choices and trade-offs, align their organisations and translate strategic priorities into action.
The Short Executive Programme on Leading Strategy takes a practical leadership perspective, combining proven strategic frameworks with real-world insights and peer learning. Participants learn how to analyse competitive environments, assess organisational capabilities and turn strategic choices into practical action within their organisations.
Would you like to join the Leading Strategy programme as well?
The next programme will take place from 05 – 09 April 2027. Click here for more information about the programme and how to apply.
Related news
Successful change starts with people: experiences from the Change Management programme
Leading Strategy in Practice: A dynamic learning experience in Maastricht
Exploring Strategic Collaboration with Ngorongoro Conservation Area
