FIA University's Senior Executive Programme: Strategic Leadership, Ethical AI, and Decisions That Stick
This year's edition brought together 26 executive leaders from 16 countries for a focused three-day programme built to sharpen foresight and leadership in a complex operating environment. Led by Moran Cerf, Academic Director in Executive Education at Columbia Business School, the agenda zeroed in on ethical AI, organisational strategy, marketing analytics, and high-stakes decision-making.
Columbia faculty including Sandra Matz, Rita McGrath, Jerry Kim, and Paul Ingram delivered sessions that blended research-backed insights with practical application. Participants also visited the Barclays Center, home of the Brooklyn Nets, for an immersive session on innovation and leadership in the sports and entertainment industry-showing how smart strategy transfers across sectors.
What Participants Experienced
- Ethical AI frameworks to reduce risk and improve decision quality.
- Strategy tools that help leaders adapt faster and focus resources where they matter.
- Marketing analytics that turn data into clear actions and measurable outcomes.
- High-stakes decision-making practices to improve judgment under pressure.
For executives looking to deepen their practice in these domains, Columbia Business School Executive Education offers a range of relevant programmes. Explore more at Columbia Business School Executive Education. The on-site session at the Barclays Center added a real-world lens on innovation and fan-centric strategy.
Leadership Voices
FIA President Mohammed Ben Sulayem said: "Members are at the heart of our Federation and the FIA University Senior Executive Programme, in partnership with Columbia Business School Executive Education, reflects our commitment to them. By sharing knowledge, strengthening leadership skills and connecting our Federation, we are providing a powerful platform for development. Thank you to all of our Members who attended the programme. Together, we are shaping the future of mobility and motorsport."
Among the participants were Fabiana Ecclestone, FIA Vice President for Sport - South America, and Joe Ferreria, FIA Region II President, who welcomed the initiative as a valuable forum for strategic learning and collaboration across the FIA network.
FIA Secretary General for Automobile Mobility and Sustainability Willem Groenewald said: "It was a pleasure to welcome senior executives from across the FIA network to the 7th edition of the Senior Executive Programme. In partnership with Columbia Business School Executive Education, this initiative provides an opportunity for executive leaders to step back, engage with world-class faculty, and exchange ideas with their peers. At a time when strong leadership is more vital than ever, I'm confident the ideas shared here will translate into real impact for our Clubs and the communities they serve."
FIA Secretary General for Sport Valerio Iachizzi said: "In sport as in mobility, success is built on strategic clarity and decisive thinking. The Senior Executive Programme offers a rare forum for executive leaders to refine both. By combining academic excellence with real-world relevance, this initiative strengthens the leadership capacity of our Clubs and reinforces the FIA's role as a catalyst for knowledge exchange and institutional growth."
Moran Cerf, Academic Director, Columbia Business School Executive Education, said: "Each day of the Senior Executive Programme is designed to challenge assumptions, expand strategic thinking, and provide leaders with deeper understanding of how decisions are made - and how they can be improved. Through dynamic dialogue and interdisciplinary insights, we aim to provide an educational experience that is both intellectually rigorous and profoundly relevant to the leadership challenges our participants face."
Practical Takeaways for Executives
- Build AI literacy across leadership teams, with a clear ethical stance and defined use cases.
- Use marketing analytics to link strategy to measurable customer outcomes.
- Stress-test decisions with scenario planning and pre-mortems before committing resources.
- Borrow ideas from adjacent industries to spark innovation and avoid stale playbooks.
- Invest in peer networks that pressure-test thinking and accelerate execution.
If you're expanding AI capability across your organisation, these curated resources can help: Latest AI courses for leaders.
About the FIA University
The FIA University is the research, educational, and training platform of the Fédération Internationale de l'Automobile. Its programmes are designed to provide FIA Member Clubs and sector stakeholders with strategic insight and leadership development opportunities. Drawing on a global network of its Visiting Professors and led academically by Prof. David Hassan, the University delivers white papers, executive education, digital learning, and bespoke training across motor sport and mobility.
About the Fédération Internationale de l'Automobile
The Fédération Internationale de l'Automobile (FIA) is the governing body for world motor sport and the federation for mobility organisations globally. It is a non-profit organisation committed to driving innovation and championing safety, sustainability and equality across motor sport and mobility. Founded in 1904, with offices in Paris, London and Geneva, the FIA brings together 245 Member Organisations across five continents, representing millions of road users, motor sport professionals and volunteers. It develops and enforces regulations for motor sport, including seven FIA World Championships, to ensure worldwide competitions are safe and fair for all.
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