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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)H.EL ASRAOUI
Intervenant(s)Hassan EL ASRAOUI, Josse ROUSSEL

Pré requis

Students should have basic knowledge of key concepts on Strategic Management. Also, information about latest firm's strategies (any sector) is useful.

Objectifs du cours

The central objective of this module is to help students to understand the main schools of strategic business; how those strategies are implemented; the process needed to build business strategies and their impact on firm performance.

At the end of the course, the student should be able to:
- gain general knowledge about business from both the theoretical and practical perspectives.
- have the analytical and evaluative skills necessary to diagnose a sector or a firms’ strategic position (market, prices, barriers, R&D…).
- understand how a firm chooses its competitive strategy and the effects of the contemporary business environment.

Contenu du cours

- Contemporary Strategy Analysis: Concepts, Techniques, Applications.
- Firm, market and strategies (Market share, Price level, Competitors, Concentration, Concentration’s rates (CR4, CR8, HHI)).
- Some fields will be studied in depth: business law, management theories, industrial economics, problem-solving and decision-making, organizational behavior, policy and ethics, global business issues, conflict management and leadership.
- We will also include talks from business leaders who develop new products and processes that take into account issues like human rights, water scarcity, climate change, sustainable development, etc.
- Keys to Business Strategies as SWOTs, BCG MATRIX, Arthur D. Little MATRIX, MASONS?s Model (SCP), Mickael Porter’s Model (5 Forces), Cost-benefit analysis are used in combination with several other methods.

Modalités d'enseignement

Organisation du cours

This course is divided into two parts:
- The first part (18 hours) : Some teaching lessons are planned. Also, interventions of managers and decision-makers to explain their business strategies are expected.
- The second part (18 hours) will consist on coaching of “company observation”. Group of students should select one firm in order to analyze its strategy while doing business and developing its activities.

This module requires the autonomy, much time will be devoted to the observation and the strategy analysis of the company chosen. Students will work in a group of 4 and will be coached throughout the semester to help them to accomplish their mission. The attendance of the manager to the oral presentation is highly recommended (obligatory!).

TypeNombre d'heuresRemarques
Face to face
lecture32,00   Courses, intervention of managers
Coaching20,00   Project coaching (Firms’ strategy analysis)
Independent work
Research20,00   Company Observation, visits to companies
Independent study
Estimated personal workload28,00  
Charge de travail globale de l'étudiant100,00  

Méthodes pédagogiques

  • Lecture
  • Presentation
  • E-learning
  • Research
  • Visits/fields trips
  • Coaching
  • Tutorial


The assessment considers analyze & presentation of scientific paper dealing with strategies in companies; firm's strategy analyze report & presentation and participation.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Written Report0,00150,00
Oral presentation0,00140,00
TOTAL     100,00


  • Grant, Robert, M. « Contemporary Strategy Analysis », Text and cases edition, Seventh Edition, A John Wiley & Sons, Ltd, Publication, 2010. -

  • Mark Saunders, Philip Lewis and Adrian Thornhill, Research Methods for Business Students, Fourth Edition, 2007, Prentice Hall, Pearson Education -

* Informations non contractuelles et pouvant être soumises à modification
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