A Fresh Perspective: Dr. G.P. Yacoub, Associate Professor, Begins Tenure as Academic Director of EDHEC Global MBA Programme
Meet Dr. Ghassan Paul Yacoub, EDHEC Associate Professor and newly minted Academic Director of EDHEC’s Global MBA. With a distinguished career in investment banking and a passion for innovation, Dr. Yacoub brings a unique blend of academic theory and applied experience to EDHEC Business School.
A new Academic Director for the EDHEC Global MBA Programme
As September rolled in and EDHEC Business School buzzed with the excitement of welcoming its 69-strong Global MBA Class of 2025, another exciting development took hold: Dr. Ghassan Paul Yacoub, EDHEC Associate Professor, has joined the GMBA programme as its new Academic Director.
The arrival of a dynamic new cohort is perfectly timed with the appointment of someone as distinguished as Dr. Yacoub.
His career, which began in the high-octane world of investment banking in Mergers and Acquisitions at J.P. Morgan and various boutiques across various countries, has been a masterclass in excellence and impact.
As he steps into this new role at EDHEC, Dr. Yacoub is poised to leverage his rich background and innovative mindset to further enhance the Global MBA programme alongside Programme Director Sandra Richez, fostering a dynamic learning environment for students.
He’s renowned for crafting learning experiences that aren’t just engaging but also relevant, bridging the gap between theoretical concepts and their practical, real-world applications. His current focus include — but are not limited to— Strategy, Innovation, AI, and Emerging Technologies, subjects that are not only pivotal to the future of business but also align closely with his research interests and professional experiences.
His research work explores the intersection of emerging technologies and business practices, reflecting an enduring fascination with the shifting demands of the global business landscape and the interplay between academia and industry.
As we look forward to the new perspectives that Dr. Yacoub will bring to EDHEC Business School, he sat down with us to discuss his vision for the Global MBA programme, to share his thoughts on the future of business education as a whole, and to shed light on who he is outside of the classroom.
"The journey is as much about learning from students as it is about teaching them. The exchange of ideas and perspectives is what makes this role so enriching.”
-EDHEC Associate Professor Dr. Ghassan Paul Yacoub, Global MBA Academic Director
Being a business school professor
Q: When did you know you wanted to become a professor?
Dr. Ghassan Paul Yacoub: “During my time as a master’s student, I had the opportunity to assist my professor with teaching and tutoring bachelor’s students. It was then that I realized the profound impact a mentor can have. My passion grew not just from solving problems, but from guiding and mentoring others to discover their own solutions.”
Q: What’s your current research focus, and what’s the most notable thing you’ve discovered thus far?
Dr. Yacoub: “My recent research focuses on the impact of Generative AI (GAI), like ChatGPT, on job design and work outcomes in Professional Service Firms. We found that GAI is redefining roles by balancing human and machine tasks. It emphasizes individual and organizational factors that affect job design and outcomes such as satisfaction and productivity. Contrary to common perceptions, GAI provides tools that enhance creative and analytical tasks, allowing employees to focus more on areas requiring their unique competencies. This shift is making jobs more diversified and skill-based but of course challenges and risks remain.”
Q: If you weren’t a professor, what would you be doing instead?
Dr. Yacoub: “I would likely be engaged in advisory or consultancy roles within an international context, focusing on strategy and innovation. Outside of business, I would have loved to become a pilot due to my strong interest in aviation and travel!”
Q: In your opinion, what sets you apart as a professor?
Dr. Yacoub: “My approach is deeply rooted in passion and mentorship. I strive to build long-lasting relationships with my students, seeing myself as a mentor rather than just a lecturer. I focus on creating an engaging, inclusive environment where students feel valued and encouraged to develop their skills and critical thinking. Connecting theoretical concepts to real-world applications and being genuine in my interactions is crucial. I believe being authentic helps students see me as a human being first and foremost.”
Q: What’s a surprising lesson you have learned along your journey of being a professor?
Dr. Yacoub: “That the journey is as much about learning from students as it is about teaching them. The exchange of ideas and perspectives is what makes this role so enriching.”
On teaching business school participants
Q: What do you enjoy most about teaching business students?
Dr. Yacoub: “I truly appreciate the energy and diversity of perspectives that students bring. They challenge conventional thinking and apply what they learn to real-world scenarios, fostering rich discussions and continuous learning. It’s inspiring to see students driven to make an impact through their skills, courage, and humility.”
Q: What is most challenging about teaching in a business school?
Dr. Yacoub: “Balancing the wide range of professional backgrounds and experiences within a single cohort is challenging. Striking the right mix between foundational knowledge and advanced topics while managing diverse expectations is complex but ultimately rewarding.”
Q: If you could describe your favorite kind of student in one word, what would it be?
Dr. Yacoub: “Engaged.”
Q: In one word, describe your least favorite type of student:
Dr. Yacoub: “Non-listener.”
Q: How would you describe yourself when it comes to grading?
Dr. Yacoub: “Demanding but fair, with constructive feedback and a no-judgment policy. We’re all here to learn and improve.”
Outside the classroom
Q: What are your hobbies?
Dr. Yacoub: “I love traveling, exploring new cultures, and diving into a range of interests including reading, gastronomy, psychology, hiking, watching series, and following F1. International relations also fascinate me.”
Q: How did you spend your summer?
Dr. Yacoub: “I spent time in the Mediterranean, enjoying the sea and mountains, while also attending business interventions and conferences to stay abreast of developments in my field.”
Q: Favorite place(s) to vacation:
Dr. Yacoub: “Southern Europe, particularly Spain and the French Riviera, and for a more distant adventure, Peru.”
Q: What would you like to see more of in formal executive management training moving forward?
Dr. Yacoub: “A greater focus on making an impact in delivering our mission for our students and stakeholders in being at the forefront of change, trends and developments. Also, a greater emphasis on integrating real-world experiences and fostering collaborative, experiential learning environments that adapt to evolving technologies and generations.”
Q: What are you most grateful for?
Dr. Yacoub: “I am grateful for all the diverse and international opportunities I’ve had with family, friends, and colleagues. It’s a privilege to inspire and be inspired by my students, and each day offers a chance to learn, grow, and positively impact the future of business and society.”
Will you be part of our next cohort?
Explore the EDHEC Global MBA programme and embark on a journey towards unparalleled opportunities and transformative experiences.
