EMBA as a Turning Point: From Operational to Strategic Leadership
For those considering an EMBA, her advice is clear: “I would definitely recommend it. It is an experience that builds you from the ground up – both as a professional and as a person. The knowledge, the professors, the people you meet… all of it stays with you for a lifetime. For me, the EMBA was priceless.”
When Zorica Bilić Kulaš enrolled in the EMBA program at COTRUGLI, she already had rich experience in sales. She was leading the residential sales department in her company, and her work was filled with operational tasks – from creating sales channels to the daily management of people and processes. She wanted a broader and deeper insight into key areas of business.
“I realized that I was too operationally oriented and that I needed to better understand why something was set up the way it was – so I could improve it, change it, or simply work smarter,” she recalls. That is precisely why she applied to the EMBA program on her own, and the company supported her as soon as they learned about her initiative.
COTRUGLI was truly a turning point. The program opened the door to strategic thinking and gave her a new perspective on business. “After the EMBA, I expanded my perspective on strategic leadership and gained a much better understanding of the rest of the company. My mindset completely shifted – I moved from being predominantly operational to adopting a strategic way of thinking. That was a huge step forward for me.”
The EMBA brought not only knowledge but also a new dimension of leadership. “I had always led people, but after the program I was ready to develop, inspire, and motivate teams to be the best version of themselves – for their own sake and for the company,” she emphasizes. The results soon followed: shortly after graduation, she became Sales Director.
Still, what she highlights most is not just the lectures and knowledge, but the people. “The most valuable thing I took from the EMBA are the people. The generation that went through ups and downs, experiences and challenges together. True friendships were born there, and they last to this day.” Networking and sharing experiences with colleagues from other industries and markets opened completely new horizons for her.
Of all the modules, finance was the most demanding, but it also proved to be the most valuable. However, marketing and leadership left the deepest mark. “I wrote down some of the professors’ sentences and still use them when working with my team. What I remember most are the discussions and group work with colleagues – that was the easiest way for me to learn, and I still apply that knowledge today.”
The impact of the EMBA is especially visible in the way she leads people today. “Before COTRUGLI, I focused on results regardless of the context. Today, my leadership path includes continuous development of emotional intelligence, delegating responsibility, and building a highly motivated team that thinks about how and why we do something and whether we can do it better. That is the greatest value the EMBA has given me.”
When asked which qualities make a successful leader, she answers without hesitation: “Persistence, proactivity, and adaptability. Persistence to continuously improve ourselves, learn, and find ways to be a better version of ourselves for our team; proactivity to spot opportunities before others; and adaptability to build bridges and collaborate with different people. That is the strength of a leader. Along with a constant that might go without saying – to inspire those around you to give their best, to recognize the talents of each individual, and to develop them for the benefit of both the person and the business.”
For those considering an EMBA, her advice is clear: “I would definitely recommend it. It is an experience that builds you from the ground up – both as a professional and as a person. The knowledge, the professors, the people you meet… all of it stays with you for a lifetime. For me, the EMBA was priceless.”