Certificate In Strategic Business Planning
A highly practical course to develop and enhance your strategic business planning skills
28 September – 1 October 2014
The Address Hotel, Dubai Marina, Dubai, UAE
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"IIR Strikes again! Revolutionary concepts for those seeking radical change to ways of looking at business in today's information age. IIR great effort!"

Tariq Bashwari
Planning Analyst
Saudi Aramco

"This event provides the building blocks for becoming not only an effective worker, but also for developing into a genuine and sincere human being."

Cynthia Fernandes
Services and Travel Buyer
Masterfoods ME

"It is a life changing course that touches all aspects of one's life."

Mohammed Al-Fariss
Staff Projects Engineer

"An excellent course – adds real value to our experience."

Omar Jahameh
Finance Supervisor
Qatar Airways

"IIR is able to recognise and develop new trends. The delivery of innovative case studies adds tremendous value to conferences. This gives delegates the perfect balance between theory and practice. I believe in its formula."

Professor Robert Kaplan
Harvard University

Featured Event
HR Summit and Expo 2014 - http://www.informa-mea.com/hrsummit
Venue has been changed to The Address Hotel, Dubai Marina, Dubai, UAE


This course explains how the strategic management process can be used to analyse environments, industries and organisations, and how to use that analysis to make sound strategic choices. Delegates will look at how to build a cohesive strategy across an entire organisation to ensure that all areas are aligned and moving in the same direction. When the analysis has been done and the choices have been made we move on to the implementation of the strategy. This course looks at tools and techniques that can be used to help achieve strategic change and considers the role of leadership in the change process.

  • The strategic management process
  • Strategy implementation
  • Strategic analysis – environmental, industry and competitor analysis
  • Analysing resources and capabilities
  • Sustaining competitive advantage
  • Competitive strategies
  • Growth strategies
  • Partnerships and alliances
  • Mapping the strategy
  • Top-down strategy formulation
  • Using a map to communicate the strategy
  • Linking the pieces of the strategy
  • Strategy and the customer value proposition
  • Managing strategic change
  • Change and the organisation
  • Resistance to change
  • Implementing change
Who Should Attend

The course is ideal for people who have to propose new business ideas to people in their own company – at any level. It is also designed for anyone who is responsible for preparing and presenting business plans and proposals to bankers, financiers and prospective investors.

Benefits Of Attending
  1. Better evaluate business strategies
  2. Formulate business strategy in the face of increased globalisation
  3. Maximise marketing and sales strategies and align financial planning with business strategy
In Association With

    The George Washington University (GWU)
    Website: http://www.sbpm.gwu.edu

    The George Washington University School of Business is dedicated to excellence in its teaching and research about management within the United States and internationally. The school has a 75-year history of preparing men and women for leadership in both the private and public sectors. Known internationally for its dedication to academic excellence, the school draws students from all parts of the US and around the world. For further information on George Washington University School of Business, please visit their website www.sbpm.gwu.edu

    As Informa Middle East's academic partner, GW reviews a selected range Informa business and finance certificate courses and programmes. Delegates successfully completing these courses receive an Informa/GW Certificate of Completion. GW is also our academic partner for ESI courses.

Course Director

    Alan Mellor
    RA Mellor Associates, UK

    Alan Mellor has been engaged in management training since 1997. He has experience in finance and general management, gained at a senior level. His courses contain a blend of commercial insight, systematic thinking, and an understanding of people, delivered in a very informal and common sense way, with an emphasis on adding value.

    Alan has over thirty years’ industrial experience in power distribution and manufacturing businesses. He held a number of financial positions and was for a period of nine years the Group Financial Director of JCB. His career at JCB also included a period of four years as Managing Director of JCB-SCM, a joint venture company owned by JCB and Sumitomo of Japan. Responsibilities included: managing a start-up manufacturing operation by forming an effective team of British and Japanese personnel; establishing a European supply chain to produce Japanese-designed components; managing shareholder and supplier relationships with Japanese companies.

    Alan brings international experience to his courses. He has spent considerable time doing business in Japan, North America, and throughout Europe. Alan attended Harvard University Business School in 1989 and completed their International Senior Management Programme, which concentrates on the development of strategic analysis and leadership skills.

Venue and Accommodation

    The Address, Dubai Marina


    The Address Dubai Marina
    Dubai Marina
    P.O. Box 32923, Dubai, UAE
    T: +971 4 4367777
    F: +971 4 4367788
    W: http://www.theaddress.com/en/hotel/dubai-marina

    click here for directions

    Standing tall in the heart of one of Dubai's most vibrant neighbourhoods, where crystal waters shimmer against modern architecture and luxury yachts moor alongside trendsetting restaurants, The Address Dubai Marina is a haven for the discerning traveller.

    With 200 luxurious rooms, five superb restaurants and lounges, a relaxing spa, spectacular infinity pool and state of the art meeting and event facilities, The Address Dubai Marina will keep you refreshed and inspired.

    Perfectly situated for your business needs, The Address Dubai Marina is just a short ride away from Dubai Media and Internet Cities, Knowledge Village, Jebel Ali Free Zone, and within walking distance from the metro station.

    And what is business without a little fun? With the white sand beaches of the Arabian Gulf just a stroll away, and the hotel's direct link to the stylish Dubai Marina Mall, The Address Dubai Marina gives you every reason to extend your stay and unwind.


    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517
    E: hospitality@informa.com


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

Course Fees
Date Course Fee Before
13 Jul 2014
Course Fee Before
3 Aug 2014
Final Fee
28 September – 1 October 2014
US$ 3,895 US$ 4,395 US$ 4,695
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions and successfully complete the course assessment will receive an Informa/GW Certificate of Completion.
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