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Marketing, Leadership
and Advanced Strategy

Module 3 contributes to building an articulated approach to organizational and operational issues which are key to strategy implementation and control.

HEC Paris

Your base for this module

Your base for Module 3

Founded in 1881, HEC Paris has built itself on three core values: academic excellence, a strong sense of community and a commitment to diversity. Thanks to these values, the school has developed into one of the world’s best business schools, ranked #1 European Business School by the Financial Times in 2019.

Teaching will take place at both the main Jouy-en-Josas campus, located near Versailles, and at the Porte de Champerret executive campus, near La Défense, the largest business district in Europe.

*Please note, module dates for Class of 2022 are revised due to Covid-19. For more information, click here.

Key topics and themes

The first week of Module 3 focuses on Marketing. We cover the major concepts, analytical frameworks and methodologies required to assess the marketing environment and competitive situation of a firm, to formulate a strategy based on the components of segmentation, targeting and positioning, and to implement this strategy through product planning, pricing and distribution.

The second part of our Financial Accounting training examines how accounting information can be most productively used by managers, in particular by those with international responsibilities.

The Corporate Strategy course looks at how firms can achieve sustainable and profitable growth, whether from competitive advantage within the firm’s core business, or from seeking expansion beyond the boundaries of its current activities. And the Mergers, Acquisitions and Alliances session takes you through the whole process of a deal to provide you with a real world understanding of mergers and acquisitions in an international setting.

Sample courses

We continually innovate the TRIUM program, so each year is set up slightly differently. The following courses are a sample of what you’ll cover in your time in Paris.

Introducing Key Marketing Ideas to Create and Sustain Market Leadership

This session reviews how marketing is most usefully conceptualized as an overarching philosophy that should permeate the whole organization. Following topics will be addressed:

  • Overcoming Resistance to Marketing and addressing Common Misconceptions
  • Redefining Customer-centricity
  • Building on Brand and Customer Equities

Strategic Positioning for Sustainable Success

The “STP” process (segmentation, targeting and positioning) lies at the heart of marketing strategizing. As management thinker Ted Levitt once said: “If you are not thinking segments, you are not thinking”. This session will go over these steps to clarify pitfalls and help students realize that the STP process is both art and science. During this session, we will:

  •  Study the different segmentation schemes
  •  Differentiate between tactical and strategic positioning
  •  Examine breakaway positioning strategies

Building Branding as a Key Leverage

Brands are essential to win the consumer’s heart and brain, and are more and more becoming an integrated part of any sound marketing strategy. In this session, we will:

  • Understand the dynamics of “Power Brands”, capable of owning a non-substitutable place in consumers’ hearts and minds.
  • Understand the new challenges and opportunities for brands in a digitally connected world, where newcomers can emerge faster.
  • Cover the concept of brand architecture looking at different corporate approaches to manage a portfolio of brands.

How luxury brands become objects of timeless desire

Major global luxury brands are capable of building an irresistible appeal by leveraging creation and communication strategies that challenge conventional marketing wisdom. We’ll look at how these techniques are harnessed by non-luxury goods, such as Apple, Nespresso and Mini, and will answer the following questions:

  • What are the underlying emotional dynamics of prestige purchases that we should focus on?
  • How can you create goods and services that will generate immediate luxury appeal while conveying a feeling of timeless value?
  • How can you build a prestige status for a brand through communication, so it can stand above its competitors’ crowd?

Better pricing

Pricing is a topic that, both in management practice and in a lot of marketing course curricula, typically receives little attention. Yet studies by consulting agencies have shown that better pricing is actually the single most promising driver for profit.

Strategic pricing management introduces frameworks, approaches, and ideas to solve the most pressing contemporary pricing problems. The course takes a multi-disciplinary approach, combining insights from marketing, economics and psychology.

Private Equity Strategies

This course provides the opportunity to examine multiple aspects of management buyouts from both the points of view of the entrepreneur at the heart of the buyout and from the investor in the PE fund, covering the various stages of the deal process.

We focus on the practical aspects of doing buyouts, looking at real-world examples and evidence to provide a balanced view of management buyouts which cuts through the hype.

Revisiting Strategy

Formulating and implementing corporate strategy is one of the critical responsibilities of senior management. All too often though, the analysis and evaluation of such corporate strategy decisions get obscured by the widespread confusion between the dimensions along which firms can expand – or focus – their activities and the alternative modes of growth that are available to them.

This session will allow us to identify what it takes to “think strategically” in a sound way and, more importantly, how an appropriate strategy making process can be implemented within top management teams.

Mergers, Acquisitions & Alliances

The main objective of the course is to provide students with a complete understanding of the whole process of a deal in mergers and acquisitions, covering:

  • The strategic rationale for mergers and acquisitions (scale economies, synergies with existing businesses, shareholder value creation).
  • The process of financial evaluation.
  • The essential elements of the negotiation phase including: bidding strategies, due diligence, contract negotiation, financing packages, etc.
  • The challenges of post-merger integration.

Featured faculty

Professor Marc Bertonéche

Distinguished Visiting Professor at HEC Paris

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Professor Marc Bertonéche

Distinguished Visiting Professor at HEC Paris

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Marc Bertonèche is a Distinguished Visiting Professor at HEC Paris, where he teaches and is academic director of several prestigious programs. He also holds a chair as Professor in Business Administration at the University of Bordeaux. He was on the faculty of INSEAD for more than twenty years, was a Visiting Professor at the Graduate School of Management, Northwestern University in 1974 and, for more than ten years, a regular faculty of the Advanced Management Program at Templeton College, University of Oxford. He is a Visiting Professor at the Harvard Business School.

Professor Oliver Gottschalg

TRIUM Academic Dean & Academic Director, HEC

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Professor Oliver Gottschalg

TRIUM Academic Dean & Academic Director, HEC

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Current research focuses on strategic logic and performance determinants of private equity investments. Serves as advisor to leading investors in Private Equity Industry.

Professor Hervé Coyco

Affiliate Professor at HEC Paris

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Professor Hervé Coyco

Affiliate Professor at HEC Paris

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Hervé Coyco teaches in various programs at HEC. Most particularly, within HEC Executive Education, he is a Program Director for various programs, especially for large multinational corporations. Hervé Coyco has been associated with HEC Executive Education, since 2008. He regularly gives lectures in Leadership and General Management in Europe and in the USA. In addition, Hervé Coyco is a consultant in Strategy, Organization and Management of International Operations.

Professor Frédéric Dalsace

Associate Professor of Marketing at HEC Paris

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Professor Frédéric Dalsace

Associate Professor of Marketing at HEC Paris

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Frédéric Dalsace has more than 10 years of experience in the business world. He worked in the sales and marketing departments of several industrial companies such as Michelin and CarnaudMetalbox (packaging), both in Europe and in Japan. Before returning to Academia, he was a strategy consultant with McKinsey & Company for more than three years.

Professor Corinne Dauger

Affiliate Professor of Marketing at HEC Paris

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Professor Corinne Dauger

Affiliate Professor of Marketing at HEC Paris

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Bio

Professor Pierre Dussauge

Dean of Faculty and a Professor of Strategic Management at HEC Paris

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Professor Pierre Dussauge

Dean of Faculty and a Professor of Strategic Management at HEC Paris

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Pierre Dussauge's current research focuses on the topic of global strategic alliances. Professor Dussauge has also been a consultant or a management educator with a number of firms in Europe and in the US.

Faculty focus

Professor Joanne Horton

Professor of Accounting at the University of Warwick

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Professor Joanne Horton

Professor of Accounting at the University of Warwick

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Joanne Horton is Professor of Accounting at the University of Warwick. She was formerly a Professor at Exeter University and an Associate Professor (Senior Lecturer) at the London School of Economics. Joanne currently holds a Visiting Professorship at Gothenburg University. Joanne graduated with a PhD from the University of Wales, Aberystwyth, and went on to work for KPMG in London. She was also a Fellow of the Institute of Chartered Accountants in England and Wales. Joanne specialized in accounting for banks and insurance companies and has worked for the OECD in training former Soviet countries in the art of insurance reporting. Joanne’s current research activity involves investigation of the effects of social networking on certain corporate governance mechanisms and corporate disclosure. Joanne has published extensively in leading academic journals and presented seminars throughout Europe, and in the US and Japan.

Professor Marc Vanhuele

Professor of Marketing at HEC Paris

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Professor Marc Vanhuele

Professor of Marketing at HEC Paris

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Marc Vanhuele (PhD UCLA) teaches marketing and pricing management. His research focuses on two fields: how customers treat price information and how marketing managers can improve their decision making through better use of quantitative information on the consumer’s mindset. He serves as Associate Dean, responsible for digital and for HEC’s participation in the Université Paris-Saclay.

Guest speakers

Each year we feature guest speakers sessions from academics and business people. Previous speakers have included:

Marc Beretta

Founder of Inisalga

Philippe Bernard-Treille

Investment Manager at the European Investment Fund (EIF)

Bernard Bourigeaud

Serial entrepreneur

Jean-Louis Davet

Chief Executive of VYV

Philippe Nacson

Founding Partner of Ai.VEN

Between modules

Following Module 3, you’ll work on group assignments and individual assignments that will be due prior to Module 4, covering topics learnt in the courses of the module.

With your Capstone Team, you’ll prepare an official project prospectus and a code of business conduct.

The TRIUM Class of 2020 enjoy a river cruise of the city

Seine, Paris

Alumni experience

The benefits of TRIUM go beyond just the transformational academic program. By joining our program you will enter a remarkable network of high-achieving global business leaders. The TRIUM Global Executive MBA alumni are among the most qualified and insightful in the international business world.

David Gutierrez

Colombia Class of 2020

Professors like Frederic Dalsace and Corinne Dauger, changed my perspective on subjects like marketing, demonstrating how related it is to numbers and analytics.

Elaine Tan

Canada Class of 2016

The FT ranking and individual profile of each partner school were crucial to my decision, as I wanted to have access to the most influential alumni networks around the world and be with classmates who shared the same goals and ambitions as I do.

Paul
Carreiro

Canada Class of 2017

If you’re wondering if it’s too late, or if you’re regularly in an environment where you’re often the smartest person in the room, take the TRIUM challenge – it’s humbling and refreshing at the same time.

View our alumni stories