Combining engineering studies with strategic brand management courses was the choice made by Nabil Jaffal, a second-year engineering student, when he took the joint course offered byEDHEC to engineering students: a winning choice, as he graduated at the top of his class and won a competition organized by the SEB group.
After obtaining his high school diploma in Morocco, Nabil chose to continue his studies in science and technology at the University of Lille. He earned a bachelor's degree in engineering sciences, specializing in civil engineering, with honors. "Continuing on to engineering school after completing a bachelor's degree is not a traditional path, but I successfully passed the GEI entrance exam and chose Arts et Métiers its practical approach and emphasis on hands-on experience," Nabil points out.
Being an engineer is not just about mastering technology.
In his first year, he realized that being an engineer is not just about mastering technology, thanks in particular to his studies in economics and law and his internship: "I did my first-year internship in civil engineering, a field in which there is a lot of interaction with other professions. That's when I realized I lacked basic management skills." So, when he had the opportunity in his second year to take the joint course "Strategic Brand Management" offered by EDHEC, he applied and was one of 16 engineering students selected to take the course.
Strategic Brand Management: a joint Arts et Métiers EDHEC course
Thanks to a partnership with EDHEC, Arts et Métiers Strategic Brand Management courses, sponsored by the SEB brand, at its Lille campus. The aim of this course, taught entirely in English, is to understand what a brand is through case studies. For Nabil, "this course gave me a different approach to the subject and exposed me to a different audience. I learned things that seemed obvious to an EDHEC student!" The 16 engineering students who took this course passed it, and Nabil even ranked first in his class for this course.
The competition launched by SEB: A fine example of success
As sponsor of this course, Groupe SEB launched a competition for students to design a connected iron. Working in groups consisting of one engineering student and eight EDHEC students, participants were able to create a concept from scratch. Nabil's group started from the observation that ironing can cause pain, particularly in the back, and presents a risk of burns. "Thanks to what I had learned about manufacturing processes and materials, I was able to propose a lighter, more ergonomic, and safer iron. This concept enabled us to pass the selection stages and participate in the final in Lyon in January." It was a wonderful experience, marked by success, as Nabil's team won first place in the competition.
