Strategy and Change


About This Program

A Strategic Look at Navigating and Leading In Change

Visualizing the road ahead isn’t simple or easy for anyone. It entails gazing into an uncertain future to foresee changes in the industry and competitive environment, and often requires a reassessment of strategic direction, actions and the design of new business models. Test your readiness and ability to create competitive advantage. Now IS the time.


Program Details

Next start date: January 10, 2019

The Wake Forest University Certificates Program is an open-enrollment, non-credit bearing program. (See Certificate Eligibility)

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This Course is Designed for

This course is for participants interested in top-level executive leadership and planning careers in fields that draw heavily on strategic analysis and perspective – such as strategic planning, consulting, securities and industry analysis, and general management in manufacturing or service firms.

What You’ll Take Away

  • Foundational processes for effective strategic management and competitive advantage in times of industry strength and steadiness or in times of growth, decline or disruption
  • A set of analytical frameworks to explain performance differences among firms
  • Strategy and tools used in analysis and formulation of strategic directions for firms and the assessment of long-term profit opportunities for an industry


Certificate Eligibility

Certification: Participants attending all in-class sessions and successfully completing the course work within the course time-frame will be eligible to receive a Wake Forest University Certificate. Participants may watch 1 recorded class session for 1 missed class and remain within certificate eligibility standards and guidelines.

The Wake Forest University Certificates Program is an open-enrollment, non-credit bearing program.

We invite you to contact us with questions or for more detail.


Program Prerequisites

Participants must have a minimum of a bachelor’s degree or the equivalent. A TOEFL examination for non-native speakers of English is not required but students are expected to read, write and comprehend English at the graduate level to fully participate in and gain from the program. Requests for exceptions to these requirements must be made in writing to the program director at

Certificate Course Details

  • Course Content

    Introduction to Strategy & Change Management
    January 10, 2019

    A firm’s strategy provides the architecture or design to which other decisions must fit. The escalation of terms such as “low price strategy”, “acquisition strategy”, “branding strategy”, etc. only serve to confuse the concept, and to encourage the use of multiple, and often incompatible, strategies. Strategy integrates all those dimensions. When the objective is to achieve and maintain superior performance, a good strategy is of paramount importance.

    Strategic analysis of the business environment
    January 17, 2019

    The diagnosis of the business environment is indispensable for strategic decision making to ensure the decisions that a firm takes today prepare it for the future. The relevant aspects include the macro-environement, industry attractiveness, customer segments, and specific competitors. The analysis of the business environment for strategy-making purposes is relevant for all businesses and should be part of the required skill set for business professionals.

    Strategic positioning and competitive advantage
    January 24, 2019

    A key component of strategy formulation is strategic positioning. Strategic positioning, in essence, means performing different activities from rivals’ or performing similar activities in different ways. Effective strategic positioning enables firms to achieve sustainable competitive advantage by carrying out unique activities in unique ways. Yet, this is easier said than done: inadequate (re)positioning is behind many firm’s performance problems and demise.

    Competitive interactions
    January 31, 2019

    Firms are surrounded by other firms whose choices interact with that of the focal firm. Returns to a given strategic positioning, for example, will depend crucially on the decisions of rival firms. The appropriate question is “how a firm can choose a good strategy when the best choice depends on what strategies the other firms in the market choose.” It is vital to be able to think through the situation from the position of the other firms, and to anticipate their choices.

    Technological change and dynamics of strategy
    February 7, 2019

    Technological change and disruption reshapes firms and their business environment. Successful firms change their strategies along with these changes and disruptions. Former strategies may no longer be effective, and the opportunities a new technology brings may be realized (or lost) depending on how a firms respond. Following technological innovation, firms need to adjust competitive strategy along with changes in firm resources and capabilities.

    Strategies for emerging industries

    February 14, 2019

    Emerging industries are newly formed industries that have been created by technological innovations, emergence of new consumers, or other changes that elevate a new product or service to the level of a potentially viable business opportunity. The essential characteristic of an emerging industry from the viewpoint of strategy is that there are no rules of the game. The absence of rules is both a risk and a source of opportunity; in any case, it must be managed.

    Strategies for declining industries
    February 21, 2019

    Many, if not all, industries pass from periods of rapid growth to more modest growth, what is commonly called industry maturity and eventually experience a decline in sales over a sustained period of time. Firms sometimes have trouble perceiving these changes clearly. Even when these changes are perceived, responding to them can require changes in strategy that firms are hesitant to make. End-game strategies must be developed.

    Creating new market place

    February 28, 2019

    Firms typically engage in mainly “exploitative” strategies, seeking to optimize their competitive position either under the constraints of industry characteristics or by leveraging their internal capabilities. But there is another way to generate excess returns: instead of incrementally changing the value proposition of their products and services within known industry parameters, firms can create radically new value propositions. Simply said, firms can ‘innovate’ value.


  • Meet the Instructor


    Metin Sengul, Lead Instructor

    Metin Sengul’s primary interest is the interdependence between a firm’s internal organizational choices and their product-market competitive behavior and performance. His research bridges competitive and corporate strategy by exploring the interdependence of organization design and strategy choices in multiunit firms. He focuses on providing insight into strategic decisions by managers of multiunit-multimarket firms, such as multi-industry firms, business groups, and multinationals.

    Metin currently teaches in the MBA program at Boston College, Carroll School of Management.

  • Time & Location


    All classes are held on Thursday evenings from 6:00 PM to 9:00 PM. Missed classes will not be refunded.


    Course will be held at the Wake Forest University Charlotte Center in Uptown Charlotte: 200 N. College St. Ste 150 Charlotte, NC 28202

    Parking is available at no charge in the Wake Forest University Charlotte Center Parking Garage located on 5th Street and adjacent to the Wake Forest Charlotte Center.  (You may enter the garage from either 5th or 6th Street.)  Please bring your parking ticket in for validation.

  • Cost

    $3600 one-time registration and payment for all 8 classes.
    Registration is complete once full payment is received.

    What’s Included

    • Some course materials are provided
    • Parking provided, in the Wake Forest University Charlotte Center Parking Garage
    • Coffee and light snacks are available

    *Additional course materials may be recommended for student purchase.

    The Wake Forest University Professional Certificates Program is an open-enrollment, non-credit bearing program.

For More Information

For more information or to speak with a program advisor, please contact us.