EMIB / Executive Master in International Business


Martin Kupp

Business and Organization

Associate Professor
Paris Campus

Course Objectives


  • Deepen understanding of the key elements of a business strategy
  • Develop a structured approach to analyse trends and the micro environment
  • Understand what drives the attractiveness of an industry, e.g. the likelihood of generating profitability
  • Discover how to develop different scenarios based on a macro environmental analysis
  • Understand the importance of resources and capabilities
  • Learn to evaluate capabilities based on their potential for creating a competitive advantage for an organization
  • Understand the key questions and concepts of corporate strategy
  • Learn to evaluate strategic proposals
  • Develop a deep understanding of the importance of communication for successful strategy implementation
  • Understand the fundamental mistakes made in change initiatives and how to avoid them

Course Contents


  • What is Strategy?
  • Analysing the external environment
  • Analysing internal capabilities
  • Strategic choices
  • Evaluating your strategy
  • Implementing and communicating your strategy

Course Credits


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