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A multidisciplinary, international, and career-focused program, the Bachelor in International Business now plays a central role in IÉSEG’s educational portfolio. However, when it was launched in 2015, the Bachelor’s program was not a given in the French higher education landscape.

Ten years later, Hassan EL ASRAOUI, Academic Director of the program since its inception, looks back on the founding choices, the major stages of development, and the evolution of a Bachelor’s program that has successfully adapted to changes in the academic and economic world while remaining true to its international DNA.

Hassan EL ASRAOUI, you’ve been Academic Director of the Bachelor in International Business since its inception. When and how did the idea of launching a Bachelor’s degree at IÉSEG come about?

The Bachelor in International Business was officially launched in September 2015, but the initial discussions began in 2013. At that time, Robert JOLIET, other colleagues and I conducted a strategic review of the evolution of IÉSEG’s program portfolio.

We already had the Grande École Program and Specialized Masters, but we were missing a three-year Bachelor’s program, particularly to meet growing international demand.

Why make this choice when the Grande École Program was working so well?

At the time, Bachelor’s degrees were not yet commonplace in France. The Grande École Program was very successful, and we could have settled for that. But we noticed very strong demand from international students.

In many countries, particularly in the English-speaking world, the Bachelor’s degree is the standard format. Students follow a three- or four-year program, enter the job market, and then may complete their studies with an MBA. Starting in 2013, we observed growing demand from Asia, South America, and Southern Europe.

It was in this context that IÉSEG made the strategic decision to create a Bachelor’s degree program in order to enrich its post-baccalaureate offerings and meet these international expectations.

What kind of Bachelor’s degree did you initially envision? Was it similar to today’s BIB?

Not exactly. Originally, we had envisioned three distinct Bachelor’s degrees: one focused on marketing, one focused on banking and finance, and one generalist Bachelor’s degree. Very quickly, we realized that the most relevant format was that of a comprehensive Bachelor’s degree, allowing for the integration of these different disciplines.

This logic still structures the program today: fundamentals in the first year, progressive specialization in the second year, and in-depth study in the third year. Marketing and finance profiles naturally find their place in this broad-based framework, which offers both academic rigor and flexibility.

How did the very first academic year of the Bachelor’s degree go?

From the very first academic year, the program attracted around 15 students, all of whom were international. The class was particularly multicultural, with students coming from North America, Asia, and South Africa, among other places.

Obtaining the French state-recognized grade de licence (bachelor’s degree) in 2019 marked a major turning point. This allowed the Bachelor’s degree to be integrated into the French Parcoursup system, opening up recruitment to French students while maintaining international admissions. This development has not changed the DNA of the program: whether we are teaching Marketing, Logistics, Finance, Law, etc., we always integrate the international and intercultural dimension into our teaching.

What is the educational philosophy behind the Bachelor in International Business?

The Bachelor in International Business is a broad-based and highly professional program, leading to a bachelor’s degree.

Students acquire operational skills in all management disciplines, while being exposed to the business world at a very early stage. The first three semesters are devoted to the fundamentals, then students gradually specialize through electives, internships, and a final thesis.

What role do active teaching methods and business experience play?

They are central. The program is largely based on active teaching methods: case studies, group work, simulations, and business games carried out in the first, second, and third years.

Internships also play a structuring role. Semester 6 is entirely dedicated to business experience, with a long internship, generally lasting six months. Students carry out their final projects, often based on real-world business issues, in a manner similar to consulting.

This professional focus is reinforced by regular input from business professionals, who provide concrete insights into the professions and market expectations.

How has the program evolved over the years?

The Bachelor’s program has constantly evolved to keep pace with job market evolution. New content has been added, particularly in the areas of digital technology, web design, and artificial intelligence, in order to equip students with the skills expected by companies.

CSR and ethics issues are also becoming increasingly important, through dedicated courses and cross-disciplinary integration into many courses. The cultural diversity of the student body greatly enriches discussions on these topics.

The development of double and triple degrees has also been an important step…

Yes, this is a key element in enriching the Bachelor’s program. After academic exchanges, we wanted to go further by developing dual degrees, then triple Bachelor’s programs.

These programs allow students to complete part of their studies in several countries, at partner universities, and obtain up to three degrees in four years. They constitute a particularly valuable academic and human experience.

Beyond mobility, these programs enrich the Bachelor’s degree program from an educational standpoint: students are introduced to other approaches to management education, different methods, and diverse cultural environments. This exposure strengthens their adaptability, maturity, and international employability.

Although some partnerships have evolved over time, this focus on enhanced international programs remains at the heart of the Bachelor’s program.

What about the Bachelor in International Business today?

The Bachelor’s program currently has approximately 650 students across all three years, with nearly 280 new students enrolled each year. The goal is to make it a strategic growth driver for IÉSEG, while maintaining a high level of selectivity and academic standards.

What do Bachelor’s degree graduates do after?

The Bachelor’s program was designed to enable students to enter the workforce, while leaving them plenty of freedom to continue their studies if they wish. Today, there are a variety of paths: our graduates can choose between entering the job market directly or continuing their studies at IÉSEG, elsewhere in France, or even abroad.

The Bachelor’s graduate network is gradually taking shape and now has around 350 alumni.

To conclude, how do you perceive these ten years?

What stands out most to me is the trust placed in us by the School’s management board. We have complete freedom in developing the program, provided that it serves the interests of the students and the School. We also receive support from the School’s Academic Committee, which provides invaluable advice on our strategic objectives.

This agility is essential. It is what allows the Bachelor in International Business to continue to evolve, ten years after its creation, while remaining true to its initial objective: to open up students to the global market.