The life of senior executives was never easy; being responsible for the success of an organization and
the job performance of its members always involved a significant amount of responsibilities.
Business world has become more competitive, intense and unpredictable, making the jobs and the life of today’s senior executives extremely challenging.
And the question is: How do senior executives recharge? How do they take a step back to think about their objectives? To consider where they have been and where they would like to go next? To reflect on the leader they have become, and the effects they are having on themselves, on their professional ecosystem and on their personal life? To decide on the leader they would like to become, the purpose they want to pursue and the legacy they want to develop? To identify the strengths they can leverage and the hurdles they may have to overcome in order to get closer to this. 
“better version of themselves”?
AMP gives senior executives an opportunity to work on these questions. We then gave it a unique design to ensure that The Leader journey does not only add knowledge, it also increases executives' capabilities.
The AMP Certificate is geared primarily towards general and technical executives who carry significant leadership roles in their companies:
  • CEOs
  • COOs
  • CIOs
  • Chief Technologists
  • Corporate Strategists and Planners
  • Senior Executives
  • Directors and VPs of Other Functions and Business Lines


Module 1: 24h

Introduction to Competitive Intelligence
  • Business Intelligence Monitoring: challenges, concepts and systems
  • Mapping and scanning the company’s environment
  • Info vs. Knowledge: definitions and differences - data, info, knowledge
  • Business Intelligence Cycle: needs assessment, collect, analysis, exploitation and diusion
  • Databank and Knowledge assets capitalization
  • Information and Knowledge Dissemination
  • Business Intelligence and Strategic Decision-Making
Module 2: 12h
Creative Thinking & Innovation
  • Identify the difference between creativity and innovation
  • Build a creative environment
  • Explain the importance of creativity and innovation in business
  • Apply problem-solving steps and tools
  • Use individual and group techniques to help generate creative ideas
  • Implement creative ideas
Module 3: 15h
  • Inside the Entrepreneurial Mind: From Ideas to Reality
  • Designing a Competitive Business Model and Building a Solid Strategic Plan
  • Conducting a Feasibility Analysis and Crafting a Winning Business Plan
  • Buying an Existing Business
  • Building a Powerful Marketing Plan
  • Creating a Successful Financial Plan
  • Managing Cash Flow
  • Sources of Financing: Debt and Equity
  • Global Aspects of Entrepreneurship
  • Building a New Venture Team and Planning for the Next Generation
Module 4: 12h
Crisis Management
  • Establish the means for business continuity
  • Assign people to an appropriate crisis team role
  • Conduct a crisis audit
  • Determine how to manage incidents
  • Help your team recover from a crisis
  • How to apply the process
Module 5: 15h
Business Succession Planning
  • Demonstrate an understanding of the value of successionplanning for successful businesses.
  • Demonstrate expertise with the key elements of a succession plan.
  • Create and discuss aspects of a succession plan.
  • Discuss the elements of a succession plan in terms of roles, responsibility, function, scope, and evaluation.


Module 6: 12h

Marketing Drivers
  • Define critical and non-critical thinking
  • Identify your critical thinking style(s), including areas of strength and improvement
  • Describe other thinking styles, including left/right brain thinking and whole-brain thinking
  • Work through the critical thinking process to build or analyze arguments
  • Develop and evaluate explanations
  • Improve key critical thinking skills
  • Use analytical thought systems and creative thinking techniques
  • Prepare and present powerful arguments
Module 8: 15h
Investment & Portfolio Management
  • Analyze financial data in order to assess a particular investment or investment strategy.
  • Describe the principles of equilibrium pricing models and the empirical evidence regarding their limitations and uses
  • Describe techniques for portfolio creation
  • Select and calculate the appropriate techniques to measure portfolio performance
  • Evaluate empirical evidence on market efficiency with respect to the effect of various corporate announcements and corporate events on security events on security prices and foresee the implications for portfolio management
  • Describe the characteristics of the various groups in funds management industry and be able to evaluate whether and in what way they add value to the investment process
Module 9: 15h
Risk Management 
  • Define risk and risk management
  • Describe the COSO ERM cube and ISO 31000
  • Establish a risk management context
  • Describe the 7 R’s and 4 T’s that form the framework of risk management activities
  • Design and complete a basic risk assessment
  • Determine the appropriate response to risks and create a plan for those responses
  • Describe the key components of reporting, monitoring, and evaluation of a risk management program
Module 10: 15h
Strategic Planning
  • Identify the values that support their company
  • Define the vision for their company
  • Write a mission statement that explains what the company’s purpose is
  • Complete meaningful SWOT analyses
  • Apply tools and techniques to create a strategic plan that directs the organization from the executive to the front line
  • Implement, evaluate, and review a strategic plan
  • Identify how related tools, such as the strategy map and balanced scorecard, can help them develop a strategic plan
Module 11: 15h
What Really Matters?
  • People Management.
  • Customer Centric approach when designing a product, selling a product or working on a marketing campaign..
  • Market Segmentation.
  • Strategy setting for both establishing new business OR Market-share growth.
  • Product profitability Vs Pricing and the link to proper market segmentation.
  • Suitable sales approach and its implementation.


Admission & Registration steps:

Bring the following documents to admission department in Mohandessin or Heliopolis campus to fill your application:  

  • Copy of an ID
  • 2 Personal Photos
  • Copy of Transcript and/or Graduation certificate  

Fees required, from the admission process till graduation, will be in order as follows:

  • Application Fees: 100 LE (Nonrefundable)
  • Tuition fees includes studying materials or books paid


***Certificates are delivered on Contractual Base