You are Marta Oliveira, Associate Dean of Executive Programs at Atlantica Business School. Your bet reshapes the school's revenue engine and reputation for a decade.
Atlantica's Advanced Management Program has anchored the school's finances for fifteen years, drawing senior managers from banking, energy, and family firms. Enrollment has slipped eleven percent over three cohorts as rivals launch AI-fluency and sustainability tracks and global online providers undercut price. Corporate sponsors now demand measurable career and business impact, not prestige alone. The rector wants growth and international visibility, while long-tenured faculty defend the general-management core that built the brand.
You decide how to reposition a flagship executive program around internationalization, AI, and sustainability without losing its base.