Menu

Marketing, Leadership
and Advanced Strategy

Module 3

Paris, France 14-26 April 2024 (Class of 2025)

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

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.

Marketing Fundamentals: Customer Centric Business Models

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

Customer Intelligence Strategic Positioning

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

Unleashing Brand Value

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.

Luxury Branding

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.

Corporate 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 Corinne Dauger

Affiliate Professor of Marketing at HEC Paris

View Bio

Professor Corinne Dauger

Affiliate Professor of Marketing at HEC Paris

Hide Bio

Bio

Professor Marc Bertonéche

Distinguished Visiting Professor at HEC Paris

View Bio

Professor Marc Bertonéche

Distinguished Visiting Professor at HEC Paris

Hide Bio

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 Joanne Horton

Professor of Accounting at the University of Warwick

View Bio

Professor Joanne Horton

Professor of Accounting at the University of Warwick

Hide Bio

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 Hervé Coyco

Affiliate Professor at HEC Paris

View Bio

Professor Hervé Coyco

Affiliate Professor at HEC Paris

Hide Bio

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 Pierre Dussauge

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

View Bio

Professor Pierre Dussauge

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

Hide Bio

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

Roger Hallowell

Affiliate Professor HEC Paris

View Bio

Roger Hallowell

Affiliate Professor HEC Paris

Hide Bio

Roger Hallowell teaches and is the Academic Director of programs for managers and executives in the fields of strategy and business policy as well as leadership. Among other assignments, he is the Academic Director of "Leading Strategies for Outstanding Performance" and teaches regularly in HEC Executive MBA.

Patrick Legland

Affiliate Professor, Finance

View Bio

Patrick Legland

Affiliate Professor, Finance

Hide Bio

A finance professional for more than 25 years, Patrick Legland specializes in debt and equity issues on the capital markets as well as in mergers and acquisitions. Affiliate Professor at HEC Paris, he also teaches financial markets at Science Po Paris, where he is a Lecturer. He is a member of the Steering Committee of the Club Finance HEC, which each year elects the best professional thesis for HEC. Managing Director in various investment banks in Hong Kong, London, Paris, having led global teams, Patrick Legland benefits from extensive international experience. In his role as Global Director of Research, and Member of the Executive Committee of the global Capital Markets activities of a major Investment Bank, he has written numerous professional articles.

Professor Marc Vanhuele

Professor of Marketing at HEC Paris

View Bio

Professor Marc Vanhuele

Professor of Marketing at HEC Paris

Hide Bio

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

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 2022.

Teaching will take place at both the main Jouy-en-Josas campus, located near Versailles, and at a second location in central Paris.

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