In this series, we bring you views and commentary from EMBA professors at the University of Geneva. Their knowledge and research inform both current trends and future developments, offering valuable guidance for businesses and professionals alike.
Dr Marcel Paulssen is Professor of Marketing at the Geneva EMBA and teaches within the ‘Thinking and Acting Strategically’ track. Here, he reflects on how EMBA teaching must evolve to keep pace with a dynamic and increasingly data-driven business world.
Bridging existing strategy with evolving tools and technologies
In the context of executive education, balancing tried and tested strategic frameworks with new realities is essential. For Dr Paulssen, this means continuously refreshing course content to reflect how decision-making in business is evolving, without losing sight of foundational principles.
“Some elements of marketing strategy remain relatively stable over time: segmentation, positioning, drivers of profitability,” he says. “These act as a kind of skeleton, a structure that gives students guidance in a rapidly changing world. But how we apply those tools changes all the time.” Communication, in particular, is an area where change has been rapid. “Influencer marketing, AI, digital tools are now part of the mainstream. I have adapted the curriculum to include this, because if we’re not teaching this, we’re simply not preparing our students for reality.”
A changing business landscape that integrates AI
To ensure relevance, Dr Paulssen regularly updates examples, data sets and case studies, reviewing the full course every two years. A key feature of his teaching is simulation-based learning, where students work in teams to analyse market data, allocate resources, and adjust strategy in real time. These simulations are designed to mirror the dynamic tension and complexity of executive decision-making.
New technologies also play a role in how he teaches. During the pandemic, Dr Paulssen adopted interactive platforms such as Wooclap to maintain student engagement remotely—an approach he has continued in the classroom. These tools allow participants to respond instantly to questions, scenarios or debates, making long-format EMBA sessions more dynamic and participatory.
He is also exploring how artificial intelligence can be integrated into teaching, not only as a topic of discussion but as a practical tool. “It’s evolving rapidly, but we need to help students understand both its potential and its limitations. For instance, what happens when AI-generated insights align—or don’t—with traditional analytical techniques? These are precisely the kinds of questions leaders must learn to ask.”
A dynamic curriculum equals an engaging experience
While he embraces innovation, Dr Paulssen remains grounded in the idea that teaching is not about chasing every new development. “We need to stay current, but we also need to provide stability and a reliable framework for thinking. That’s what allows students to evaluate new ideas critically and adapt with confidence.” For him, teaching is also about intellectual renewal. “Updating the material isn’t just for the students: it’s for me too! Staying engaged with new tools, ideas and approaches is what makes teaching meaningful.”
