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Module 3 contributes to building an articulated approach to organizational and operational issues which are key to strategy implementation and control.
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.
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.
This session reviews how marketing is most usefully conceptualized as an overarching philosophy that should permeate the whole organization. Following topics will be addressed:
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:
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:
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:
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.
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.
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:
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.
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.
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.
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 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.
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.
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.
Each year we feature guest speakers sessions from academics and business people. Previous speakers have included:
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 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.
Professors like Frederic Dalsace and Corinne Dauger, changed my perspective on subjects like marketing, demonstrating how related it is to numbers and analytics.
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.
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.