Find your next program in our Open Programs Brochure 2024!Download brochure now!


Strategy and Leadership Skills for Foundations: Management Program for Executives in the Non-profit Sector

Fourteen participants, all working in the non-profit sector, spent five days at WHU Campus Düsseldorf where they learned new conceptual insights and discussed a wide range of topics and questions with their peers.

The agenda of the theory-based yet practice-oriented curriculum included the following topics: the effects of climate change on the foundation's work, changes in the structures of volunteer work in the civil society, and the digitalization of non-profit organizations. Furthermore, the topics of "Managing employees in VUCA environments" and the use of storytelling in management and everyday work were discussed. The speaker range included representatives of WHU, foundation managers, and other experts on focus topics.

At the end of the week, Dr. Gereon Schuch, Managing Director of the Deutsche Stiftungsakademie, concluded: "The positive feedback from the participants confirms our decision to host the program on-site in Düsseldorf. Similar to other certificate courses of DSA, the exchange in a protected environment is a significant added value for the participants, especially with regards to networking aspects.

Dr. Peter Kreutter, Director of the WHU Foundation and Faculty Director for the program added: "We are very pleased that the joint Executive Education program of DSA and WHU has taken place for the third time already and that we were able to execute it on-campus under these special circumstances. Furthermore, I would like to especially thank the Stiftung Mercator, which made it possible for representatives of small foundations and small organizations to participate in the program.”

The next program run of the "Management-Führungskräfteprogramm für Non-Profits" will take place on September 6-10, 2021 at WHU Campus Düsseldorf. You can find more information here.


Interview: Why brand management is crucial for a company’s long-term success

A strong brand is often the tip of the scales when it comes to the long-term success of a company: it provides certainty and value for consumers and companies. Prof. Dr. Tim Oliver Brexendorf, Apl. Professorship of Marketing and WHU Executive Education set up a new program “Brand Management Essentials” providing professionals and executives with the skills and tools to build and sustain powerful brands. In the following interview, Professor Brexendorf shares insights on the importance of brands, how to successfully build a brand and why brand management is crucial for a company’s long-term success:

Professor Brexendorf,

… why is brand management so important for companies?

Brands influence and guide consumers’ decision-making and allow firms to occupy a distinct place in the minds of their consumers. Consider the “Red Bull” brand – they epitomize energy in everything they do. Strong brands provide added value beyond a company’s products and services and help to make a connection with consumers on a very deep and personal level. For strong brands, consumers not only buy the brands, they buy into the brands. This helps companies stand out from the competition, enabling them to achieve higher prices and higher volumes.

…what is required to successfully build a brand?

Brand marketers require arts, crafts and science to successfully create, build, and maintain a strong brand. Insights from many disciplines – not only marketing – are needed to deliver a holistic and favorable brand experience to consumers. It depends on the subtle interplay of many areas including design, linguistics, psychology and strategy, to name just a few. Although persuasive brand names and logos are important for strong brands, branding goes way beyond that.

… why is brand management so crucial for a company’s long-term success?

The power of strong brands lies in their ability to create deep consumer connections along with a high degree of desirability and goodwill. Especially in times of uncertainty, brands can give consumers a feeling of familiarity and security. Brands’ loyal consumers accompany the brand through its ups and downs, making it possible for companies to facilitate and enable continuous growth – even in the most difficult times.


Creating a business impact abroad with a diverse team of leaders

Managing and leading a business project is never a simple task, and especially doing it in another country. To successfully carry out a project, a team must face challenges that will enable them to grow, have a connection with each other, and as in this Sri Lankan experience, adjust to the resources provided.

Marianne Ohm, Managing Partner of codiviti UG and participant in WHU’s 6th General Management Plus Program, shares her program experience, challenges, and takeaways from an on-site business impact project in Sri Lanka in cooperation with the non-profit organization BOOKBRIDGE.

You will get her point of view on how the reopening of a learning center was made possible, the leaders who contributed and made it happen, a glimpse into the Sri Lankan culture, and the outcome of the project for the team and the Sri Lankan community.

Read part 1 and part 2 of her incredible learning journey!


The new WHU Global Online MBA

There are many possibilities to acquire a Master in Business Administration (MBA) in an online course. However, the names of the most recognized business schools are rare in this market. Yet, it is the name of the institution which is of particular importance for the further careers of MBA students. Ranked no. 1 in Germany by the Financial Times in its renowned Global MBA Ranking, WHU - Otto Beisheim School of Management is now one of the first top business schools in Germany to offer an online MBA program for students from all over the world.

"For us, the Global Online MBA is the next step towards the future," says Professor Dr. Markus Rudolf, Dean of WHU. "We have learned a lot from the corona crisis and have made a great leap forward in terms of digitization. And we have seen that there is great interest in our online offerings internationally. We want to make use of this experience now." WHU has committed itself to excellence in research and teaching and is determined to meet this goal also with the new MBA format. The online program will therefore be closely aligned with the existing triple-accredited MBA program, will also offer many opportunities for interaction and personal exchange using state-of-the-art technology, and will provide students with individual support in the usual manner.

It is the flexibility which makes the big difference to regular MBA programs. Participants in the Global Online MBA can work from home, adapt the program to their individual situation, and choose freely between a duration of 18 and 36 months. Those who want to be even more flexible in terms of time can also participate in smaller units of the Global Online MBA by obtaining individual certificates.

The new program is also an expression of the international orientation of the business school. And, even if they are not personally present, participants of the Online MBA will benefit from the network of students and the more than 4,500 WHU alumni of most diverse national and professional backgrounds. They can also take advantage of WHU’s customized career service, which helps students realize their own goals. Applications are possible as of August 3, 2020.

"With the Global Online MBA, WHU is reacting to a new demand situation, which has certainly been enhanced by the current crisis", explains Dean Markus Rudolf. "It is an excellent additional part of our program portfolio, which is already very diverse.”


A story of success

10 years of social entrepreneurship, 7 years of successful partnership with over 46,000 purpose-driven responsible leaders: BOOKBRIDGE and WHU enable participants to start their own social enterprise.

Hands-on, practice orientated knowledge is always important in management education, but crucial for starting one’s own company: The General Management Plus Program of WHU - Otto Beisheim School of Management offers participants the opportunity to co-create social enterprises in emerging markets like Sri Lanka, Cambodia or Mongolia. Since 2013, WHU has been cooperating with the social enterprise BOOKBRIDGE giving its executive education to participants. "Over the years, we have developed more than 600 leaders in GMP+ each of whom has impacted 77 colleagues on average. This means that we have already turned over 46,000 people into purpose-driven responsible leaders worldwide," says BOOKBRIDGE co-founder and WHU alumnus Carsten Rübsaamen and smiles. "We are thus changing entire organizations towards more innovation and value-based leadership.”

Read the full article here.


Excellence in Management Education

WHU – Otto Beisheim School of Management

Erkrather Str. 224a
40233 Düsseldorf