AOG School of Management

What AOG School of Management does

AOG School of Management is a Dutch private academic training institute founded in 1988 as Stichting Academische Opleidingen Groningen (SAO), an initiative of the Rijksuniversiteit Groningen, and now operates under Freia Holding B.V. alongside sister brands including TSM Business School, Comenius, and NIVE. Headquartered in Groningen (Radesingel 50) with additional training academies in Den Dolder, Garderen, and Vierhouten, the company serves mid-career executives, managers, public-sector leaders, school leaders in secondary education, and innovation-focused professionals through a portfolio of NVAO-accredited part-time programs. Core offerings include the Master Strategy & Leadership (MSc) — built as a flexible, self-composable modular program — and the MBA Innovatie & Leiderschap co-developed with TSM Business School, supported by approximately twelve leergangen (e.g., Verandermanagement, Psychologie in Organisaties, Publieke Strategie en Leiderschap, Digitale Transformaties), two short masterclasses, and custom InCompany training.

The underlying technology is intentionally lean: program delivery is conducted at physical training venues across the Netherlands and supported by a Viadesk-based electronic learning environment ("Mijn AOG") for knowledge sharing and online collaboration between participants and faculty. The marketing and analytics stack is standard (Google Analytics, Google AdWords, Facebook/LinkedIn/Twitter pixels), with no proprietary AI or ML capabilities disclosed. Revenue is generated through tuition for professional master programs, leergangen, and masterclasses (with the Schoolleidersbeurs-VO government subsidy, up to €22,500 per 12 months, channeling eligible school leaders into the portfolio) and through bespoke InCompany contracts for closed corporate cohorts. AOG's go-to-market is sales-led, relying on personal study advisors, free trial lectures at AOG Open events, content marketing (blog, podcast, newsletter, LinkedIn), and the annual Masters of Leadership flagship gathering, supplemented by direct enrollment via the corporate website aog.nl.

Name

AOG School of Management

Legal name

AOG School of Management

Website

https://aog.nl

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

101–250 employees

Short description

AOG School of Management is a Dutch NVAO-accredited executive education institute, founded in 1988 from the Rijksuniversiteit Groningen, offering part-time MSc, MBA, and modular leergangen programs to executives, managers, public-sector leaders, and school leaders across the Netherlands.

Ownership category

akta.pro rank

Product category

Executive Education

NAICS

Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Strategy, Consulting & General Management Institutes (EDAHAHAI)

akta.pro secondary industries

Executive Education & Corporate Programs (Non-degree) (EDAHAHAN), Human Resources, Organizational Behavior & Leadership Institutes (EDAHAHAG)

Keywords

• Executive education programs
• Professional master degrees
• Leadership development training
• Management learning programs
• Part-time academic education

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Education Programs: Revenue from offering professional master degrees (MSc), MBA programs, leergangen (specialized programs), masterclasses, and other educational programs to executives, managers, and professionals. Programs are offered in various formats including part-time, modular, and self-paced.
2. InCompany and Custom Training: Custom corporate training programs developed and delivered for specific organizations (opdrachtgevers) in closed sessions for designated groups of participants.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

AOG School of Management is a Dutch private academic training institute that designs and delivers NVAO-accredited part-time professional master programs (MSc), an MBA, eleven thematic leergangen (learning paths), and short masterclasses for executives, managers, and professionals. The institute also develops tailored InCompany training programs for organizations, with delivery primarily at multiple venues across the Netherlands and academic foundations tied to the Rijksuniversiteit Groningen.

Product overview

AOG School of Management is an academic training institute offering a portfolio of professional education programs for executives, managers, and professionals. The core offering includes the Master Strategy & Leadership (MSc) degree program and the MBA Innovatie & Leiderschap (in partnership with TSM Business School). Supporting the master's programs are multiple leergangen (learning paths): Bedrijfskunde en Leiderschap, Digitale Transformaties, Filosofie in Organisaties, Mens- en Organisatieontwikkeling, Nieuw Leiderschap in Organisaties, Psychologie in Organisaties, Publieke Strategie en Leiderschap, Samenwerken aan Complexe Opgaven, Strategisch Leiderschap, Verandermanagement, and Visie op de Toekomst. Short programs include Masterclass Paradoxaal Leiderschap and Masterclass Onderstroom Ontrafeld. Customized InCompany training is also available. All programs are delivered at various locations across the Netherlands, with the primary campus in Groningen.

Differentiator

Problem solved

Functional benefit

Brands

• AOG TSM Business School: Sister brand within Freia Holding, mentioned in relation to exam committee for accredited programs. Awards the MSc degree for Master Strategy & Leadership.

Products and services

• Master Strategy & Leadership (MSc) NVAO-accredited part-time professional master degree program for executives, managers, and professionals to develop a broad, academically-grounded perspective on organizational challenges with focus on personal development and leadership skills. Participants self-compose their MSc by combining multiple leergangen with a graduation phase.
• MBA Innovatie & Leiderschap Master of Business Administration program developed in partnership with TSM Business School, focused on developing new product or service innovations while growing as a leader through the InnovatieLab. Designed for managers, entrepreneurs, and leaders seeking to combine innovation with leadership skills.
• Bedrijfskunde en Leiderschap A leergang (learning path) focused on business administration and leadership principles for professionals, combinable as a module toward the MSc title.
• Digitale Transformaties A leergang focused on understanding and managing digital transformation in organizations.
• Filosofie in Organisaties A leergang exploring philosophy applied to organizational contexts, examining bureaucracy as a system and meaning in work.
• Mens- en Organisatieontwikkeling A leergang focused on human and organizational development, examining how individuals and organizations grow and change.
• Nieuw Leiderschap in Organisaties A leergang exploring new forms of leadership within organizations, including themes of servant leadership and personal leadership style development.
• Psychologie in Organisaties A leergang examining psychology within organizational settings, including organizational behavior, feedback culture, and understanding human dynamics.
• Publieke Strategie en Leiderschap A leergang focused on public strategy and leadership, covering topics like political dynamics, European affairs, and managing in the public sector.
• Samenwerken aan Complexe Opgaven A leergang focused on collaboration in addressing complex, cross-organizational challenges.
• Strategisch Leiderschap A leergang focused on strategic leadership, personal leadership positioning, and translating abstract goals into concrete results.
• Verandermanagement A leergang focused on change management, including successful policy implementation, dealing with resistance, and driving cultural change.
• Visie op de Toekomst A leergang focused on foresight, societal trends, and developing long-term perspectives for organizations.
• Masterclass Paradoxaal Leiderschap A short masterclass exploring paradoxical leadership - navigating tensions and contradictions in organizational leadership.
• Masterclass Onderstroom Ontrafeld A short masterclass focused on understanding the 'undercurrent' in organizations - the hidden dynamics and unspoken patterns that influence organizational behavior.
• InCompany / Maatwerk Customized training programs developed and delivered for specific organizations in a private setting for designated participant groups, tailored to the hiring organization's needs and context.

Quantifiable outcome

• Participants earn internationally recognized MSc or MBA titles upon completion of accredited programs
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Voion (Schoolleidersbeurs-VO portal)coreGTM or Marketing Partner · 1 August 2023Voion manages the application portal for the Schoolleidersbeurs-VO, a government subsidy program for school leaders in secondary education. AOG is an approved provider of NVAO-accredited master programs eligible for this subsidy.
• TSM Business SchoolcoreStrategic or Co-development PartnerTSM Business School and AOG School of Management collaborated to create the MBA Innovatie & Leiderschap program. TSM leads in leadership development while AOG brings strengths in vision formation and value creation. The result offers participants the best of both schools. Execution now fully resides with TSM.
• Freia Holding B.V. and sister education organizationscoreStrategic or Co-development PartnerAOG School of Management is part of Freia Holding B.V. Other sister organizations include Comenius, Emmius School voor werk en zingeving, TSM Business School, TSM Europe, Horizon | The backbone company, Van Harte & Lingsma, and NIVE Opleidingen. These organizations share the same privacy policy and optimize services for participants.
• Dutch Secondary Education OrganizationsminorOthersVarious secondary education organizations participate in the Schoolleidersbeurs-VO program, including: Vereniging Ons Middelbaar Onderwijs, Carmel College, Openbaar Onderwijs Groep Groningen, Stichting Yuverta, Bonhoeffer College, Stichting BOOR, Dr. Nassau College, CSG Liudger, and DUO.
• Rijksuniversiteit Groningen (RUG)coreStrategic or Co-development PartnerAOG School of Management was founded from the Rijksuniversiteit Groningen in 1988. It maintains academic ties and faculty connections with RUG, with some core faculty being RUG professors.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• IMD Business School: Global top-tier business school with a strong executive education and MBA portfolio targeting senior executives; broader and more international than AOG but competes for the same Dutch executive audience.
• INSEAD: Global business school offering executive MBA, executive education, and master's programs; competes for senior Dutch professionals seeking premium international credentials as an alternative to AOG's domestic MSc/MBA.

Direct peers

• TSM Business School: Direct sister-brand within Freia Holding B.V.; co-developed the MBA Innovatie & Leiderschap with AOG and now leads its execution. Closest comparable in target customer, Dutch executive education market, and academic positioning.
• Rotterdam School of Management (Erasmus University): Top-tier Dutch business school with executive education, MSc, and MBA programs serving similar professional and executive audiences across the Netherlands and internationally.
• Nyenrode Business Universiteit: Dutch accredited business university offering executive master's, MBA, and management programs to similar mid-career professional and executive segments. Closest direct competitor in the Netherlands.
• TIAS School for Business and Society: Dutch executive education and part-time MBA/MSc provider, comparable in its focus on working professionals and modular executive programs in the Netherlands.
• Maastricht University School of Business and Economics: Accredited Dutch academic institution offering professional master's, MBA, and executive programs with a similar part-time, professionally-oriented delivery model.

Regional players

• Vlerick Business School: Belgian-based business school with strong executive education, MBA, and master's programs targeting similar mid-career professionals; comparable curriculum but operates primarily in Belgium rather than the Netherlands.

Others

• Comenius: Sister organization within Freia Holding B.V. providing professional development programs; relevant as a group-level peer for benchmarking professional education delivery in the Dutch market.
• NIVE Opleidingen: Sister organization within Freia Holding B.V. providing Dutch professional education and training; relevant as a group-level peer for shared services, customer overlap, and bundling opportunities.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aog-school-of-management

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AOG School of Management