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EM Normandie

The Business School’s Strategy

In 2020, EM Normandie Business School embarked on an in-depth reflection on the impact of a Grande Ecole on the new economic, ethical, social, technological and environmental challenges.  Around a hundred employees, students, graduates, members of the governing bodies and experts from the academic and business worlds have joined forces to define the foundations of tomorrow's EM Normandie Business School, in keeping with its history, its DNA and its new challenges.

The following conclusions were drawn from these discussions:

  1. Humanity is in upheaval
    In the coming decades, environmental, social, economic, technological and ethical issues are likely to turn humanity upside down. The Grandes Écoles model, like that of EM Normandie Business School, raises questions about its legitimacy and its impact on society.
  2. The need to act is urgent
    Current and future generations must transform the world in an uncertain context. EM Normandie Business School must prepare them for this by rethinking the skills to be passed on.
  3. We need to reinvent teaching and the way we learn
    EM Normandie Business School must devise a new learning model based on its experience and its pillars: international openness, diversity and professionalisation. It is committed to making its students active players by structuring its actions around 3 axes:
    - Reinforcing their place at the heart of the School's project: considering learners as the main agents of change, supporting them so that together they find the answers and solutions to tomorrow's challenges, for a better and more sustainable world;
    - Give them the tools they need to understand and build a new world: encourage them to think about the meaning of their actions so that they can become aware, agile professionals challenged by uncertainty and opportunities;
    - Enhance and support their skills development throughout their lives: continue to reveal talents and support learners beyond the completion of their degree.

With this in mind, EM Normandie Business School is pursuing its commitment with a clear mission: "School for All, School for Life, School for Good".

A "School for all, school for life, school for good" mission

EM Normandie Business School is a contributory, responsible and impactful organisation that acts in the department of its territories and stakeholders in the face of current and future challenges. Its mission is based on 3 commitments: "School for All, School for Life, School for Good".

School for All: facilitating access to knowledge to enable everyone to take action and meet the challenges facing society.

School for Life: using educational innovation and artificial intelligence to train learners and graduates throughout their lives.

School for Good: transforming our model and becoming a player in this sustainable world, to become a school with a positive social and environmental impact.

More than a Vision, a Raison d'Être

Its Raison d'Être and Vision are one and the same, in keeping with its heritage: to act for the common good. EM Normandie Business School does not set out to change the world, but to enlighten those who are committed to meeting the challenges facing humanity. It trains the generations of yesterday, today and tomorrow to become players in a sustainable world:

Free to think, free to learn, free to act.


4 core values

The EM Normandie Business School community is united around 4 fundamental values:  

Commitment: getting involved in a collective, matching words with deeds, building a responsible society.

Audacity: seizing opportunities, being visionary, daring to be yourself.

Ethics: acting for the common good, setting an example, anticipating responsibilities.

Courage: taking responsibility for one's choices, getting things done, taking on several challenges at once.

Strategic orientations

To outline the School of the Future, EM Normandie Business School's actions are based on three pillars:

1. Exploring worlds in the department of "For All" knowledge

Enable everyone to learn.

  • Exploring the world of territories and being as close as possible to local needs 

Although the School is originally from Normandy and remains faithful to its roots, it is nevertheless in its DNA to explore other continents. Fuelled by the ambition to act where the world is moving and to be at the service of local communities, it is setting up in world port cities (Dubai in 2022, Boston in 2025, project in Vietnam) and is committed each time to becoming an active local player, in the department of their development. These locations offer students the opportunity to move abroad and give local populations access to qualified, recognised training programmes.

  • Accessing the worlds of knowledge through research and expertise

EM Normandie Business School has always based its teaching on theory and practice and has developed its logistical expertise through high-quality intellectual production. In order to attract and retain the best professor-researchers, it implements an efficient and simplified recruitment process and strives to create an attractive working environment by setting up a 'Smart Office' research ecosystem and promoting research work.

  • Exploiting virtual worlds through Artificial Intelligence

​​​​​​​EM Normandie Business School is leveraging the potential of Artificial Intelligence to revolutionise the way we learn and teach and create innovative learning environments. The launch of the "WARD" platform, the first application in the world of the Grandes Écoles based on Artificial Intelligence, is the first milestone in this new era. The next steps are to scale up the platform and create a Think Thank with a group of experts to reflect on the new challenges posed by Artificial Intelligence and adapt effectively to the many changes to come.

  • Promoting a world of diversity and inclusion by mobilising all stakeholders around the challenges facing society

​​​​​​​EM Normandie Business School is strengthening the actions of its Balance and Inclusion department in order to facilitate access to knowledge and instil a truly inclusive culture of respect for differences (gender equality, respect for gender identity, the fight against all forms of discrimination, etc.).


2. Creating an enhanced learning experience in the "For Life" learning department

Increase the power of the learning experience so that it is unique, enhanced and ultra-professional, to encourage both the commitment of learners and their ability to play a full part in their career and their employability.

  • Developing a teaching approach based on the acquisition of skills 

    EM Normandie Business School is developing a skills reference framework in order to make the most of learners' acquired skills and individuality. This is based on the needs of the job market, changes in professions and societal and environmental issues. 

  • Offering a personalised learning experience

    EM Normandie Business School places data at the heart of its thinking. With an informed view of students' learning preferences and commitment, EM Normandie Business School intends to establish predictive analyses and strengthen the customised dimension of the learning experience. 

  • Creating an enhanced learning experience

    EM Normandie Business School has created QUALIA, a department dedicated to educational innovation. It draws on the principles of neuro-pedagogy to improve the learning experience and supports professor-researchers in the deployment of interactive, fun and gamified courses.

  • Developing an international Executive Education offering

    EM Normandie Business School is already recognised internationally, notably through the training of senior civil servants for the Vietnamese government and the activities of its Port Institute for Education and Research (IPER). It intends to step up its development by expanding its training programmes for international managers, executives and civil servants.

3. Transforming the organisation to serve a "For Good" model

Supporting the transformation of the organisation so that this new model can support the deployment of strategic actions while being responsible and sustainable.

  • Making it easier to manage the organisation

Ensuring that the organisation has the necessary resources to deploy projects while guaranteeing the consolidation, maturity and organisational serenity of the School is a sine qua non condition for success and therefore a priority for EM Normandie Business School.

  • Supporting human capital

EM Normandie Business School implements a stimulating HR policy to support skills development. It has launched a training programmes called the EM Normandie Academy. More broadly, it is mobilising all its stakeholders - employees, learners, alumni and partners - in favour of transition, supporting them in this change and involving them in the transformation.

  • Listening to and serving our stakeholders

In order to facilitate communication between all stakeholders and governance and to ensure that the services offered are in line with their needs, EM Normandie Business School has set up new bodies representing the organisation and the ecosystem. In particular, it has launched a Parents' Association for the start of the 2023 academic year. 

  • Developing "Campus for Good" sites

Reducing the ecological footprint of the campuses and turning them into living spaces open to the regions, more respectful of environmental and societal standards to achieve carbon neutrality for the entire institution is a crucial issue for EM Normandie Business School. In this way, the School is moving its campuses towards models that are more frugal and contribute to local development, and is committed to taking action in its local areas by supporting its stakeholders in their own transformation.

Projection to 2030

  • 8 500 students
  • 2 500 students on work-study programmes
  • 115 M€ of turnover  
  • 43 000 Alumni 
  • 200 permanent professors
  • 650 employees
  • 10 campuses
  • 40 000 m² of buildings 


Chief Strategy Officer - Director of the Cabinet of the General Management