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The McIntire Executive Certificate in Management Program offers a strong foundation in management practices and concepts.
Developed by faculty at the top-ranked McIntire School of Commerce at the University of Virginia, the program offers a wealth of expertise
in a number of business disciplines. Designed to provide the skills and tools required for success in today’s competitive global business environment,
this series of 10 online courses is designed to meet the needs of motivated businesspeople in a wide range of industries.
To excel in today’s business world, managers must continually work to refine and update their skills. This online program is tailored for individuals
with 2-10 years of workplace experience and the potential to excel in a management or supervisory role. Participants will learn how to look at a business
and identify opportunities for improvement, and will also gain the knowledge and skills necessary to lead the requisite change.
The program consists of 10 courses lasting four weeks each, delivered over a 10-month period. The materials can be viewed any time of day, at the participant’s own pace and convenience.
Upon completion of the 10-course series, participants will receive a completion certificate from the McIntire School of Commerce.
The McIntire Executive Certificate in Management Program consists of 10 courses in various aspects of management. The series has been carefully designed so that
the courses build off one another to reinforce and improve key leadership and management competencies.
Learning objectives include such critical skills as:
- Leadership
- Critical thinking
- Customer focus
- Organizational awareness
- Conceptual and analytical thinking
Participants in this program can expect to:
- Explore current management topics and learn innovative management strategies
- Master fundamental marketing concepts
- Learn financial analysis skills, including how to interpret and analyze financial statements
- Understand how to inspire and influence an organization
- Gain a competitive advantage in career advancement
The Courses
Principles of Strategy and Markets
The ability to think strategically is a key leadership trait and a requirement for ongoing commercial success. Blending theoretical knowledge and practical skills, this course provides
models and concepts of strategic thinking, competitive analysis, and decision making, with the aim of improving each participant’s leadership skills.
Each segment is organized to include academic concepts and theoretical models grounded in real-world business examples. Key ideas include Michael Porter’s Competitive Analysis,
Treacy and Wiersema’s Strategic Focus, Kotler’s Decision-Making Process, and Chvala’s Proactive Strategic Value model.
This course will examine concepts, models, and application of theory in the areas of strategic thinking, decision making, risk management, creating vision, and analyzing the
competitive environment as an entrepreneur and as a business leader. Participants wishing to enhance their learning experience may, at any time, complete additional self-directed research and reading in these topics.
The material is closely tied to academic literature in the areas of:
- Leadership
- Organizations
- Strategic leadership
- Ethics
Because strategic thinking is often best examined in team-based discussion of key concepts, application of the models and concepts in the participant’s business or organization may be
reviewed in informal presentations with other participants. The instructor encourages participants to test the models in their businesses or organizations as a method of accelerating learning.
Leadership and Management
“When the effective leader is finished with his work, the people say it happened naturally.” - Lao Tse
The primary objective of the “Leadership and Management” course is to provide a blend of the theoretical knowledge and practical skills necessary to improve each participant’s leadership abilities.
Each segment is closely tied to the academic literature in the areas of leadership, organizations, leadership in organizations, strategic leadership, and ethics.
Participants wishing to enhance their learning experience may, at any time, complete additional self-directed research and reading in these topics.
Topics to be covered include:
- Basic and advanced leadership skills
- The nature of management
- Power and influence
- Strategic leadership
- Culture and leadership
- Leadership and ethics
Participants will learn about the nature of leadership, the traits often associated with effective leaders, and some techniques aimed at improving leadership skills.
Instructional materials describe the basic differences between management and leadership, and what is expected of an individual who must act both as a manager and as a leader. We will also review the use of studies in leadership development,
discuss how leaders are affected by globalization and culture, and learn key problem-solving and team-building techniques.
Leading Transformational Change
The ability to lead change is often the deciding factor in the success of an organization. Companies that can spot opportunities and reinvent themselves quickly and efficiently have an enormous advantage in the marketplace.
This course leverages the skills learned in “Leadership and Management” to show participants how to be effective leaders through:
- Identifying specific behaviors that drive exceptional leaders in times of dramatic change
- Examining four basic leadership styles and their impact in creating lasting change
- Understanding key components of transformational change
- Learning about the power of “intentionality” and how it differs from expectations
- Managing the “inner game” of leadership and how to avoid sabotaging our desired intentions
- Understanding accountability and what the essence of ownership means for transformation leaders
Participants will be shown how they can blend these leadership skill sets when working with their direct reports, peers and key stakeholders. As a result, they will have an expanded "tool chest" of options with which to deliver and execute against their business objectives.
Ideation/Innovation
Ralph Waldo Emerson is credited with the oft-quoted remark on innovation, “Build a better mousetrap, and the world will beat a path to your door.” Unfortunately, many organizations realize,
after putting significant effort and money into the creation of a new “mousetrap,” that success is neither guaranteed nor immediate.
This course leads participants through many of the problems companies face when identifying innovative products and bringing them to market. The following topics will be explored:
- The various theories of innovation put forth by some of the best thinkers of the 21st century
- How the best-run organizations have developed sustainable and systematic approaches to innovation
- A roadmap for innovation, and an introduction to many of the specific tools of innovation
- Ways to identify innovators hidden inside your organization
- Approaches for overcoming obstacles to innovation and for driving a cultural transformation that unleashes your innovation potential
- The link between innovation and other approaches to problem solving such as Lean Six Sigma
- Case studies of innovative products that failed to gain market acceptance, and why
The instructor will encourage participation through discussion forums, wherein the participant will be expected to apply the concepts presented in the presentations to
their individual work environments, draw parallels between their work and the presentations, and discuss the application of course materials to issues and challenges in their workplaces.
Finance for Non-Financial Managers
As recent world events have shown, the discipline of corporate finance can be complex and confusing. Many professionals spend their entire careers focusing on finance.
However, the primary objective of this course is to provide participants with the financial insights needed to be an effective manager.
The role of financial management in creating value will be the framework for the course.
The course is based on the premise that businesses attempt to maximize value. The impact of risk and time will be discussed, as well as how returns reward investors for risk and time.
Participants will also learn the basic foundations of accounting, such as revenue and cost recognition, cash versus accrual accounting, and internal controls.
Participants will then be taught how to understand financial statements, including the balance sheet, income statement, and statement of cash flows; participants will also learn how a business is financed.
Debt and equity will be explored, with an emphasis on recognizing the costs of each and the appropriate times for the use of each.
The course will also cover how decisions are made to hire people and invest in assets, specifically looking at the benefits of investing versus the cost of financial capital.
In addition, the course will examine the concepts of revenue, costs, and net income. A business’s operating and cash flow cycles will be examined, noting the challenges of managing liquidity.
Cost-volume-profit relationships will be explored as participants are encouraged to embrace cost-benefit analyses and break-even analyses.
Finally, participants will explore performance assessment through financial statement analysis. Participants will learn to assess risk, return, efficiency, and competitiveness with ratios, trends, and benchmarking.
Process Management and Continuous Improvement
Lean process management has perhaps been practiced from the dawn of time by individuals interested in efficiency. Today, it has evolved into an art and a science, and is widely used in Japanese manufacturing techniques,
the Six Sigma movement, and other avenues for maximizing value and minimizing waste.
This course provides participants with a blend of the theoretical knowledge and practical skills necessary to embrace the concepts behind process management,
encompassing the topics of balanced scorecard and the principle Y f(x) and an overview of “lean” and “Six Sigma to drive improvement on those processes.
By the end of the course, participants should be able to define the terms “lean” and “Six Sigma” and should have gained an
understanding and appreciation of the differences and similarities between the two. Participants will understand the various elements of waste and the
difference between “value-added,” “non-value-added,” and “required non-value-added” activities. Participants will understand and be able to explain the
six sigma problem solving methodology of DMAIC. Students will also be able to define the 4 quadrants of balanced scorecard and its application to process management.
Communicating Effectively as Managers
Companies consistently name writing and speaking competencies as major factors in hiring and promotion decisions. Managers who communicate effectively greatly enhance their ability to achieve desired results for both themselves and their organizations.
Today’s rapidly developing communication technologies also expose managers and their firms to significant reputational and operational risks. This course will take a strategic approach to management communication, providing participants with the tools they need to immediately improve their workplace communication. Topics include:
- Developing a strategic approach to communication
- Understanding the needs of business audiences
- Organizing a message to get results
- Writing for clarity
- Managing tone to build and keep relationships
- Delivering bad news effectively
- Planning and structuring a presentation
- Developing high-impact presentation delivery skills
The course will offer a framework for making effective communication choices in varied situations. The instructors will share examples to highlight best communication practices when writing and speaking. Participants will learn how to design high-value business messages that convey information in clear, concise, and easy-to-follow ways for diverse audiences.
Woven throughout the course will be discussion of the risks the current digital environment poses for business communicators today, as well as suggested ways to mitigate those risks.
Marketing for Managers
Marketing for Managers will explore the fundamentals behind successful marketing. The student will benefit by acquiring the basic
marketing skills, tools and techniques to move from product concept through to the creation of successful brands. This course will provide an understanding
of the components that make up compelling marketing plans and will help the student discover creative way to apply marketing principles and practices to compete
successfully in today’s business environment. Since brands are successful only if someone buys them, consumer behavior will be explored as well as other topics
such as how a product becomes a brand, how to determine the optimal price for your product, the effective use of distribution channels, how to best utilize marketing
communications including how to apply social media strategies and tools to the overall marketing strategy and measurements for success.
Decision Making and Performance Measures
In a world marketplace that is changing at an accelerating pace, organizations, managers, and teams of individual workers are bombarded with new and complex challenges.
They must acquire and make sense of vast amounts of information in order to make key decisions that impact performance, competitiveness and innovation, and their very survival.
This course introduces participants to a blend of theoretical knowledge and historical perspectives on decision making, and sharpens their perspective on the practical skills needed
to apply the concepts behind decision making. We will focus on how decisions actually happen as both an art and a science, recognizing and appreciating the value of analysis and emotions.
By the end of the course, participants should:
- Be aware of the importance of systematic and effective decision making to organizational success
- Utilize the various models, tools, and decision-making processes for a given situation in order to generate effective actions and solutions
- Be more aware of their own and others’ decision-making styles, biases, and framework and be better equipped to manage the influence of those factors in the decision-making process
- Appreciate the importance of decision making for high-performance teamwork, and understand how to use decision-making tools and processes for team problem-solving and innovation
- Understand and apply decision-making processes with awareness of business ethics
Critical Thinking and Ethics
The primary objective of the “Critical Thinking and Ethics” course is to provide the participant with a blend of theoretical knowledge and practical
acumen necessary to improve each participant’s skills in critical thinking and ethical reasoning.
Each segment is closely tied to the academic literature in the areas of Informal Logic, Critical Thinking and Reasoning, Moral Philosophy, Business Ethics,
Stakeholder Theory, and Ethics in Organizations. Participants may, at any time, complete self-directed research and reading in these topics, in addition to
the lectures, as a way to enhance the learning experience.
Topics to be covered include:
- Identification of common logical fallacies
- Basic critical thinking in practice
- Philosophical approaches to the Moral Point of View
- Virtue Ethics
- Utilitarianism
- Deontology
- Stakeholder Theory
- Applied ethics in international business
Participants will learn about the nature of logical reasoning and how easily identifiable fallacies can creep into arguments. Participants will also learn the
application of systematic moral philosophy to ethical issues in business through the decisions procedures of virtue ethics, utilitarianism, deontology, and stakeholder theory.
Instructional materials describe the basic differences between an aretaic, hedonic, and rights-based approaches to morality and how each system requires quite different actions
from individual in business. We will also review the nearly ubiquitous and novel approach to business ethics known as "stakeholder theory", and this will entail some work on defining
stakeholders and prioritizing these groups. We will conclude with a brief investigation into applied issues such as bribery and lying in business.
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