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SKEMA Business School Masters of Science Catalogue de Cours / Course Syllabus 2016/2017 INTERNATIONAL MARKETING AND BUSINESS DEVELOPMENT -1- INTERNATIONAL MARKETING AND BUSINESS DEVELOPMENT ....................................................................... 5 Fall........................................................................................................................................................................ 6 BRANDING AND COMMUNICATION FOR START-UPS......................................................................................................................... 7 BUSINESS DEVELOPMENT PROJECT.................................................................................................................................................. 10 DIGITAL BRANDING & GROWTH ....................................................................................................................................................... 13 ENTREPRENEURSHIP & INNOVATION ............................................................................................................................................... 17 FROM MARKET RESEARCH TO MARKETING ACTION ........................................................................................................................ 21 GLOBALISATION ................................................................................................................................................................................ 25 INNOVATION&CREATIVITY ............................................................................................................................................................... 30 MANAGING IN INTERNATIONAL CONTEXTS ..................................................................................................................................... 34 RESEARCH METHODS AND CRITICAL THINKING ............................................................................................................................... 38 RETAIL STRATEGY .............................................................................................................................................................................. 42 STRATEGIC BRAND MANAGEMENT (CORE) ...................................................................................................................................... 46 BUYING MANAGEMENT .................................................................................................................................................................... 50 CATEGORY MANAGEMENT ............................................................................................................................................................... 53 CREATING A MARKETING CONCEPT (ELECTIVE) ............................................................................................................................... 57 KEY ACCOUNT MANAGEMENT ......................................................................................................................................................... 60 MOBILE MARKETING......................................................................................................................................................................... 63 OMNICHANNEL STRATEGY AND DIGITALIZATION OF THE POINT OF SALE ...................................................................................... 66 THINKING OUT OF THE BOX WITH LEGO® SERIOUS PLAY® .............................................................................................................. 69 Spring .................................................................................................................................................................. 73 ADVANCED STRATEGY ...................................................................................................................................................................... 74 ADVERTISING .................................................................................................................................................................................... 78 BUSINESS DEVELOPMENT PROJECT.................................................................................................................................................. 82 BUSINESS DEVELOPMENT&SALES .................................................................................................................................................... 85 BUSINESS TO BUSINESS MARKETING ............................................................................................................................................... 90 MARKETING INTELLIGENCE & CONSUMER BEHAVIOR ..................................................................................................................... 94 PRODUCT MANAGEMENT & OPERATIONAL MARKETING ................................................................................................................ 99 SALES, NEGOTIATION & KEY ACCOUNT MANAGEMENT ................................................................................................................103 CRM.................................................................................................................................................................................................107 DECISION-MAKING MODELS IN MARKETING (ELECTIVE) ...............................................................................................................110 GRAPHIC DESIGN ............................................................................................................................................................................114 LEGO SERIOUS PLAY SESSION .........................................................................................................................................................117 PERFECT PITCH (ELECTIVE) .............................................................................................................................................................120 PUBLIC RELATIONS & EVENTS.........................................................................................................................................................124 -2- Titre du cours / Course title Période d'enseignement / Teaching period Charge totale de travail / Total workload Crédits / Credits BRANDING AND COMMUNICATION FOR STARTUPS fall 57 3 BUSINESS DEVELOPMENT PROJECT fall 54 3 DIGITAL BRANDING & GROWTH fall 93 5 ENTREPRENEURSHIP & INNOVATION fall 93 5 FROM MARKET RESEARCH TO MARKETING ACTION fall 93 5 GLOBALISATION fall 1 3 INNOVATION&CREATIVITY fall 90 5 MANAGING IN INTERNATIONAL CONTEXTS fall 57 3 RESEARCH METHODS AND CRITICAL THINKING fall 54 3 RETAIL STRATEGY fall 57 3 STRATEGIC BRAND MANAGEMENT (CORE) fall 96 5 BUYING MANAGEMENT fall 39 2 CATEGORY MANAGEMENT fall 57 3 CREATING A MARKETING CONCEPT (ELECTIVE) fall 60 3 KEY ACCOUNT MANAGEMENT fall 39 2 MOBILE MARKETING fall 57 3 OMNICHANNEL STRATEGY AND DIGITALIZATION OF THE POINT OF SALE fall 57 3 THINKING OUT OF THE BOX WITH LEGO® SERIOUS PLAY® fall 60 3 ADVANCED STRATEGY spring 73 3 -3- ADVERTISING spring 57 3 BUSINESS DEVELOPMENT PROJECT spring 54 3 BUSINESS DEVELOPMENT&SALES spring 93 5 BUSINESS TO BUSINESS MARKETING spring 57 3 MARKETING INTELLIGENCE & CONSUMER BEHAVIOR spring 93 5 PRODUCT MANAGEMENT & OPERATIONAL MARKETING spring 93 5 SALES, NEGOTIATION & KEY ACCOUNT MANAGEMENT spring 93 5 CRM spring 36 2 DECISION-MAKING MODELS IN MARKETING (ELECTIVE) spring 60 3 GRAPHIC DESIGN spring 36 2 LEGO SERIOUS PLAY SESSION spring 36 2 PERFECT PITCH (ELECTIVE) spring 60 3 PUBLIC RELATIONS & EVENTS spring 57 3 -4- INTERNATIONAL MARKETING AND BUSINESS DEVELOPMENT -5- Fall -6- BRANDING AND COMMUNICATION FOR START-UPS Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0075 BRANDING AND COMMUNICATION FOR START-UPS Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Managing established brands is one type of challenge. Branding new ventures is quite another. This course will provide a set of tools to help entrepreneurs develop brands, brand stories and effective communication. It will take participants through the stage of defining brand purpose, scope and ambition. It will help them to develop narratives and visuals that effectively convey the brands values and purpose. It will deal with the tricky -7- issue of finding an appropriate name. And through this process it will help entrepreneurs to communicate and pitch more effectively. The course will be built around real-life examples and cases Thémes / Topics The challenges of entrepreneurial branding/tools and methods for brand building/brand narratives and visuals/brand names/techniques for developing the perfect pitch A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand a broad range of issues related to branding for start-ups, but also achieve a richer vision of how meaning and value are created and conveyed Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Use a range conceptual frameworks and approaches to better understand how brands function with specific reference to new branding Attitudes / Key transferable skills Understand the implications of different theoretical approaches to branding and the management of intangibles and meaning in marketing and entrepreneurship Ethical and social understanding Understand the importance of values and ethics in the branding process Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 50 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Evaluation des étudiants Student Assessment Méthodes d’enseignement Teaching 50 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Format de cours / Course format Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities -8- 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Methods Plan de cours Course Plan Bibliographie References Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies Branding: an overview The challenges of branding for start-ups Building the brand: tools and techniques Building brand meaning: narratives, visuals and associations Naming the brand: examples and guidelines Communicating the purpose and vales of the brand Lectures obligatoires / Required readings : available on the Knowledge site Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 0 -9- Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules BUSINESS DEVELOPMENT PROJECT Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0076 BUSINESS DEVELOPMENT PROJECT Crédits Credits Période d'enseignement Teaching period 3 fall, spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 0 54 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description One of the best ways to learn about business development is to do it. The aim of this module is to provide a space in which to encourage students to undertake a range of different projects that are available: company challenges - such as the lOréal brand challenge or the Auchan challenge; as well as the telecom valley challenge, which is based around the Sophia technology park and allows students to work in teams with - 10 - students from other local universities and engineering schools; or company projects every year different opportunities arise that provide an interesting learning experience. These projects will be coached. Full details of the different projects and challenges will be provided at the beginning of the academic year. Some projects or challenges may run across two semesters. Thémes / Topics The themes will vary with the different projects: developing a new marketing concept for a lOréal brand; exploring retail business opportunities with Auchan; developing a new business project with the Telecom valley jeunes pousses challenge; and for company projects the topics will arise from the type of brief given A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand a broad range of issues related to business development in a practical situation Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Use a range conceptual frameworks and approaches to better understand and analyse the business challenges raised by the different projects Attitudes / Key transferable skills Understand the relevance to and implications of different theoretical approaches to business development Ethical and social understanding Understand the importance of values and ethics in the certain business projects Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 30 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Evaluation des étudiants Student Assessment Continuous Assessment 70 % préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others - 11 - 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Format de cours / Course format TD / Tutorials Activités d’apprentissage / Learning activities Projet / Project-based learning - Etudes de cas / Case studies The course plan will be adapted to the different challenges and business projects with regular coaching sessions and exchanges and where appropriate presentations on appropriate conceptual models, frameworks and techniques Students will work in groups and provide intermediary reports as the challenge or project progresses The different challenges and projects available will be presented at the beginning of the academic year. Certain challenges may run across the two semesters Lectures obligatoires / Required readings : none Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles where appropriate Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 12 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules DIGITAL BRANDING & GROWTH Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0061 DIGITAL BRANDING & GROWTH Crédits Credits Période d'enseignement Teaching period 5 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 3 93 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Lille, Paris Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader NIZON Emilien Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description To seize the immense potential presented by the digital ecosystem, modern companies must continuously optimize their digital offerings. Product Managers play a pivotal role in winning digital organizations: they combine creativity with data analytics to develop the product. Whether it is a website or an application, they are expected to constantly innovate at the very heart of the products - 13 - features and customer journey. This course will focus on the challenges of product management at a growing startup, driven by two major objectives: improvements to the user experience (also called UX) & conversion (percentage of users completing a desired task, i.e. subscribing). To help guide us on this journey, we will learn the tools (i.e. A/B testing, Growth Hacks) and the data-driven mindset required to quickly and cheaply jumpstart an organizations KPIs. Thémes / Topics Students will develop a strong understanding of the following key topics applied to any website or mobile application: The user conversion funnel and opportunities for optimization Executing creative Growth Hacks Methods of measuring and increasing user engagement User acquisition strategies for any organization selling goods/services online Tracking, web analytics and executing A/B tests Product feature development New feature roll-out and communication Decision-making with data analytics Digital culture and vocabulary A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Know and understand stakes and specifics of Internet strategies, online revenue models, website development and management process, website usability, specifics of merchant web site management (BO, visibility, e-merchandising, CRM), and strategic and technical stakes of online communication. Suggest an adapted e-commerce strategy. Suggest solutions for web site management and online communication Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Understand and analyze e-commerce. Define web strategy and revenue models. Define an operational plan of online activity and store management. Elaborate an operational plan for online communication Attitudes / Key transferable skills Develop a critical analysis of strategic and technical aspects of web sites. Anticipate evolutions and motivations. Develop analytical capacities, critical sense, diagnostics, and website management skill Ethical and social understanding Working in group. Critical thinking about the role and stakes of e-commerce in society. Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) LO2.1 : To contribute substantively to the product of a group and demonstrate leadership skills : LG2 : Graduates should be able to work effectively in a multicultural team LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline - 14 - LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 30 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) QCM - Quizz Contrôle continu Evaluation des étudiants Student Assessment 70 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 100 % 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies Introduction Plan de cours Course Plan Overview of successful digital strategies (Whatsapp, Wechat, ) - why are they worth the billions they are today? Introduction to « Growth Hacking »: how to creatively grow a products user base quickly and cost-effectively. Interesting stories and case studies based on companies such as Hotmail, Instagram, & Airbnb. New feature Must-have products constantly evolve to keep up with users, and new features are at the heart of the roadmap. Knowing when and how to communicate the introduction of a new feature is critical. Acquisition The first step in the life of a digital product is the acquisition of users. Beyond friends and family, products will often need to turn to « Performance Marketing » methods to accelerate their growth. Put more bluntly, this means buying users through a variety of channels (SEA, Banner Ads, Youtube Pre-Roll, etc) and balance this cost to achieve a healthy ROI. Activation When a user begins their journey, they are expected to complete a series of actions to achieve the products benefit(s). On boarding, landing page optimization, and social login are just some of the tools that can aid in bridging the user towards this initial usage. Retention After the user has completed their initial session, most products hope for a return visit. Push notifications, emails, and retargeted ad campaigns, among other strategies, can be crucial during this delicate stage of product adoption. - 15 - Referral If properly facilitated, word-of-mouth referrals can be a means of tremendous organic growth. Revenue Whether it is a short or long-term goal, revenue forms the basis of any sustainable business model. The ability to monetize is often a key success indicator - but increasing the top line should not be done at all costs. While special offers, bundles and promotional messages could increase revenue, using them should be carefully considered. User Testing Data is not always enough to understand user behaviors. Observing usability test participants play with your product could be an eye-opening (and sometimes funny) endeavor. Group projects This session is dedicated to helping students work on their final projects. Individual help will be provided. Presentations Each group will present their work during this 3-hour session. A Q&A will follow each presentation. Bibliographie References Site(s) web / Web sites Lectures obligatoires / Required readings : Provided on Knowledge platform Lectures Recommandées / Recommanded readings : Provided on the Knowledge platform Provided on the Knowledge platform Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules 0 Spring semester 12 Fall semester 12 Fall semester Campus Lille 0 0 9 3 Campus Paris 0 0 5 3 Campus Sophia 0 0 5 3 - 16 - ENTREPRENEURSHIP & INNOVATION Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0074 ENTREPRENEURSHIP & INNOVATION Crédits Credits Période d'enseignement Teaching period 5 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 3 93 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This course will give students an overview on what innovation is all about, starting from the notion of creativity all the way to its more elaborated form: entrepreneurship. This class will mix theories and practice with a new business development team project. . The purpose of this class for the students is to: - 17 - Understand the importance of innovation and its main theories Teach them how to boost their creativity Know what makes an innovation a success or a failure Understand the innovation and entrepreneurship processes Teach them some methods and give them some tools Be familiar with 2016 market trends and technologies Be exposed to many concrete examples to feed their inspiration Practice and learn by doing External professionals will visit to share experiences and give some real life examples At the end student should have the right mindset and some tools to explore the unknown Thémes / Topics Innovation, creativity, business development, entrepreneurship, strategic Marketing, technologies, market trends A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand the main innovation and entrepreneurship theories, know the ingredient and some recipes to innovate in a company or create a new venture. Aptitudes cognitives / Cognitive skills Résultats d’apprentissage / Intended Learning Outcomes and Skills Think outside of the box, dare, develop their curiosity, creativity Have the right mindset to innovate and understand it is not necessary to be a super hero to become a successful entrepreneur. Attitudes / Key transferable skills Interact effectively within a multicultural group Work efficiently in English, oral/PowerPoint presentation Develop problem solving and analytical skills Ethical and social understanding Understand the importance of values and ethics in the entrepreneurship process Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Evaluation des étudiants Student Assessment Non / No 50 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Continuous Assessment 50 % préciser nature / Explain type - 18 - QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies Indicative and subject to change: Session 1: Introduction, team project description Session 2: Innovation and entrepreneurship theories Session 3: Creativity Session 4: The innovation ingredients part 1 Session 5: The innovation ingredients part 2 Session 6: Some innovation tools and methods part 1 Session 7: Some innovation tolls and methods part 2 Session 8: 2016 market and technologies trends Session 9: Perfecting the pitch Session 10: Dragons den pitch A full bibliography will be provided on the Knowledge course site Bibliographie References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 19 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules - 20 - FROM MARKET RESEARCH TO MARKETING ACTION Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0057 FROM MARKET RESEARCH TO MARKETING ACTION Crédits Credits Période d'enseignement Teaching period 5 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 3 93 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Lille, Paris, Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader DONADIEU Gerard Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description In the today context where market data can be found everywhere and produced at relatively low cost, the main objective of the course is to train students to select and manage the data in a creative but robust and reliable way in order to take the best Marketing decisions and design the most successful business models for the future. . Course will be a mix between theory and practical application with considerable use of - 21 - examples and case studies. Thémes / Topics Market Research / Data management / analysis applied to specific Marketing areas: Innovation, New Product and Services development, market understanding, brands management, client satisfaction / loyalty The techniques / approaches which impact Market Research Data Management and consumer knowledge: neurosciences, sensory and emotions research, Nudge, Behavioral Economics theory, Digital, smartphones and geo localization usage, client experience, touch points, IoT (connected objects), Big Data A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Résultats d’apprentissage / Intended Learning Outcomes and Skills As a result of this module, you will be able to: . Define a market research problematic / process addressing a Marketing issue . Identify the data you need and how to collect it / find it . Elaborate the appropriate methodology, challenge research proposals, choose the best according to objectives, . Evaluate and control the data / research process quality . Conduct a qualitative / quantitative study, to analyze and interpret results in order to formulate recommendations / to take decisions . Write /to appreciate a briefing document, a management summary, a study report Aptitudes cognitives / Cognitive skills Attitudes / Key transferable skills Ethical and social understanding Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 60 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Evaluation des étudiants Student Assessment QCM - Quizz, Etude de cas - Case study Contrôle continu Continuous Assessment 40 % préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation - 22 - 0% 0% 0% 0% Nb midterms : 0 Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Méthodes d’enseignement Teaching Methods Plan de cours Course Plan 0% 0% 100 % Format de cours / Course format Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Projet / Project-based learning - Etudes de cas / Case studies 1. Market Research: definition, companies, clients 2. The Market Research in the Marketing process: the loop 3. The different data types / data sources 4. Mkt Research different functions / production process 5. Focus on qualitative research . Specific objectives . Data collection / analysis . Results 6. Focus on quantitative research . Specific objectives . Data collection / analysis . Results 7. Areas covered with examples: New Product Development, advertising, client satisfaction, brand image / positioning, market segmentation, Usages and Attitudes, Point of sales Research . 8. Panels 9. What is changing / will change in the Marketing / Market Research industry: the impact of new techniques / approaches / methodologies such as neurosciences, emotions measurements, Nudge, social networks, Big Data , Iot (connected objects), Point of Sale client experience, geo localization, passive data analyses will be developed at different stages with specific examples and consequences on consumer behavior understanding. Full reading list on Knowledge web site along with a selection of reports, cases and articles Bibliographie References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 23 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules - 24 - GLOBALISATION Code du cours Course Code Titre du cours Course title MSC.TRCM2.FICOR.0 001 GLOBALISATION Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 5 10 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 0 0 1 1 Programme Program International Marketing and Business Development Départements Department Dept. Stratégy, Entrepreneurship and Economics Module TRANSVERSAL COURSES Type de cours Course type core Campus Lille, Paris Course open to students in exchange Exchange students not allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader BOUCHET Michel-Henry Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille MIDDELMANN Anke Paris Sophia BOUCHET Michel-Henry Suzhou Raleigh Other Descriptif du cours / Course description Specific Objectives Understanding the multi-faceted dimensions of global strategy risk Assessing the rising economic and geopolitical power of emerging market countries Understanding the regulatory role of IFIs and its limits Assessing the main sources of risks and opportunities arising from the growing integration of - 25 - international financial markets from the firms standpoint; Globalization is the turbulent background against which SKEMA's students are going to have to play out their careers. Globalization is described by The Economist as the death of distance. Martin Wolf describes it as the integration of economic activities, across borders, through markets. And Anne Krueger adds that its main consequence is that economic agents, in any given part of the world, are much more affected by events elsewhere than before. Basically, it is the worldwide extension of the market economy. Thémes / Topics A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) To gauge the risks and opportunities of globalization. Résultats d’apprentissa ge / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Understanding the various approaches to market globalization, starting with up to date reliable economic intelligence. Attitudes / Key transferable skills Understanding the multicultural dimensions of the worldwide extension of the market economy Ethical and social understanding Tackle the various risks of global crisis contamination Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO1.1 : To recognize potential ethical dilemmas : LG1 : Graduates should behave as responsible managers in order to deliver sustainable performance in complex environments LO2.1 : To contribute substantively to the product of a group and demonstrate leadership skills : LG2 : Graduates should be able to work effectively in a multicultural team LO2.2 : To recognize and use positively the various dimensions of diversity : LG2 : Graduates should be able to work effectively in a multicultural team LO4.1 : To analyze globalization and evaluate its effects on business : LG4 : Graduates should be able to manage in the global knowledge economy Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) 50 % Final examination Evaluation des étudiants Student Assessment Oui / Yes (Précisez la nature pour l'évaluation finale / Explain type for final examination) QCM - Quizz Contrôle continu 50 % Continuous Assessment préciser nature / Explain type - 26 - QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Méthodes d’enseigneme nt Teaching Methods Plan de cours Course Plan 50 % 0% 0% 50 % 0% 0% 0% Nb midterms : 2 Format de cours / Course format Activités d’apprentissage / Learning activities DAY 1 VIDEOS 1 & 2 Session 1: Introduction: What is Globalization? Globalization: When, Where, How and Why? Readings and Food for thought: Bouchet, Michel Henry: « La Globalisation: Introduction à léconomie du nouveau monde », Pearson, Paris: http://www.strategie.gouv.fr/rubrique.php3?id_rubrique=13 http://pewresearch.org/pubs/879/assessing-globalization-benefits-and-drawbacks-of-trade-andintegration Robert E. Lucas Jr.: The Industrial Revolution: Past and Future, FRB Minneapolis,. May 2004. http://minneapolisfed.org/pubs/region/04-05/essay.cfm Session 2: VIDEOS 3 & 4 Risks and opportunities in the global economy Readings: Bouchet, Michel Henry: « La Globalisation: Introduction à léconomie du nouveau monde », Pearson, Paris: VIDEO: Top Minds Weigh in on the Current Climate of Globalization (G. Soros, J. Sachs, J. Stiglitz) http://www.columbia.edu/cu/news/vforum/03/globalization_inequality/index.html ILO report on Globalization: http://www.itcilo.it/actrav/actravenglish/telearn/global/ilo/globe/new_page.htm INTERVIEW G. SOROS, Chairman of the Open Society Institute DAY 2: VIDEOS 5 & 6 Session 3 & 4: Globalization: Global competition to attract capital flows and outsourcing The driving force of international trade: A positive sum-game? Where do capital flows come and go? Suggested Readings: Bouchet MH, chapters 4 & 5. Andrew Kohut and Richard Wike, Assessing Globalization: Benefits and Drawbacks of Trade and Integration, Harvard International Review - June 24, 2008 Lee Bransetter and Nicholas Lardy : China's Embrace of Globalization: NBER Working paper July 2006, http://www.nber.org/papers/w12373 Time to Rethink Offshoring? The McKinsey Quarterly - 2012 http://www.mckinseyquarterly.com/Operations/Supply_Chain_Logistics/Time_to_rethink_offshoring_2 190_abstract DAY 3 VIDEOS 7 & 8 Session 5: The process of economic development: An historical theoretical perspective: The Classics: Smith, Ricardo, Mill The Liberal School: W. Rostow, Hayek, Schumpeter, Lester Thurow, Thomas Friedman http://video.google.com/videoplay?docid=5633239795464137680 - 27 - The Doom mongers: K. Marx, Rosa Luxembourg The Dependency school: E. Wallerstein, Samir Amin, G. Franck, P. Baran & Sweezie Session 6: The Dissidents: Paul Krugman and the new theory of international trade Jeff Sachs, Joseph Stiglitz and the discontents, N. Roubini How to cope with the global crisis in 2014? INTERVIEW: J. STIGLITZ Suggested Readings: J. Stiglitz: Homepage : http://www-1.gsb.columbia.edu/faculty/jstiglitz/ N. Roubinis website and NYT articles 2014 J. Sachs: http://www.earthinstitute.columbia.edu/about/director/: VIDEO: Globalization and Inequality J. Sachs: Lecture on Economic Reforms in Emerging Economies," http://www.earthinstitute.columbia.edu/about/director/pubs/speech011403.pdf Ha-Joon Chang : DAY 4: VIDEO 9 Session 7: The role of International financial organizations: The challenge of global regulation Suggested Readings OECD: FATF Intensifies Anti-terrorist Financing Campaign, http://www.oecd.org/home/ IMF: The IMF at a glance: http://www.imf.org/external/np/exr/facts/glance.htm IMF: http://www.imf.org/external/np/exr/faq/faqs.htm IMF World Economic Outlook Update July 2014 Session 8 & 9: The challenge of global sustainable development VIDEO 10 The modern risk society Ulrich Beck Sustainable development and global warming The challenge of natural resources depletion DAY 5: VIDEOS 11 & 12 Session 10: The Global strategy challenge: How to cope with Global risks? Economic globalization= risk globalization The challenge of Country Risk assessment Suggested Readings: UK Met Office July 2014 http://www.metoffice.gov.uk/media/pdf/e/f/Paper1_Observing_changes_in_the_climate_system.PDF New Economic Foundation, Growth Isnt Possible, January 25, 2010 (London NEF, 2010) at http://www.neweconomics.org/publications/growth-isnt-possible Economic growth cannot continue BBCnews Online, January 25, 2010 at http://news.bbc.co.uk/2/hi/science/nature/8478770.stm Bibliographie References Site(s) web / Web sites Lectures obligatoires / Required readings : IMF World Economic Outlook introduction Working papers and background information/documents dans le syllabus Lectures Recommandées / Recommanded readings : MH Bouchet: La Globalisation (Pearson) UDEMY (as well as www.developingfinance.org) Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Durée CM Amphi (en Nombre TD / Number of Durée TD (en heures) / - 28 - Autres (Distance Préciser les spécificités de programmation (TD journée, Number of Lectures heures) / Lecture duration (in hours) Tutorial classes Tutorial class duration (in hours) learning, etc…) (en heures) / Other (in hours) Campus Sophia 1 2 0 0 - 29 - 13 cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules INNOVATION&CREATIVITY Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0055 INNOVATION&CREATIVITY Crédits Credits Période d'enseignement Teaching period 5 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 0 90 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Lille, Paris, Sophia Course open to students in exchange ---- Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader DEHLING Aurélie Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This course is organized in 2 different parts : Innovation course (15h) and Creativity course (15h) INNOVATION (15h): Innovation is not necessarily about creating new technology. In fact, some of the most iconic innovation examples of the past few years (the iPhone, Amazon Prime, Uber, - 30 - AirBnB) all used existing technology to create superior value through better business model design. In this class, we will learn about the different types of innovation and how they fit together in an innovation strategy based on value creation, delivery and communication. After this conceptual introduction, we will work hands-on to develop an innovation project using Googles Sprint methodology. CREATIVITY (15h): As a blogger, a creative copywriter, an engineer, a commercial, a photograph having ideas is one of the most important parts of your job. But often it seems like one of the most difficult and challenging parts of the whole process. How do you keep ideas flowing? How do you make sure you get to the very good idea that will make your blog, contribution, advert, post, résumé or article really stand out from the rest? How do you create an amount of ideas to choose from? The course will balance theory and practical application, with use of case studies. Students will learn how to produce an idea that would be able to stand out from the crowd and how the implement of an idea can be patented. Thémes / Topics INNOVATION (15h); Understanding innovation and business model innovation / Creating a business model strategy based on value creation, value delivery and value capture/ Developing innovative products and services / creating an innovative organizational environment CREATIVITY (15h); What an idea is ? / understanding the relationship between facts and how to cultivate it / the different steps in producing ideas / the formula and how to use it / the different types of creative thinking / to patent or not to patent ? / the added value / A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Produce ideas according to the different steps of the studied process, but also achieve a richer vision of Understand the different types of innovation and their interdependencies; Aptitudes cognitives / Cognitive skills Résultats d’apprentissage / Intended Learning Outcomes and Skills To better understand how ideas are created and use them in a professional frameworkAptitudes Use a range conceptual frameworks and approaches to better understand how innovative products are created and developed Attitudes / Key transferable skills Understand the implications of different approaches to produce ideas and concepts in different fields. Understand the role of innovation in todays economy and particularly the importance of business model innovation Ethical and social understanding Understand the importance of added values Understand the importance of values and ethics in innovation Contribution aux Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping - 31 - objectifs pédagogiques du programme / Contribution to learning objectives du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 60 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Etude de cas - Case study, Rapport écrit / Dissertation - Report / Dissertation, Participation - Class participation Evaluation des étudiants Student Assessment Contrôle continu 40 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies INNOVATION (15h): Indicative and subject to change: 1. Introductory session 2. Types of innovation / Business model innovation 3. Frameworks for product development / Sprint Framework 4. Sprint simulation 5. Sprint presentations CREATIVITY (15h): Indicative and subject to change: 1. Introductory session Ideas basics. What an idea is ? 2. The different stages of the process. Step Number one : the school bus method 3. The relationship between facts / Producing ideas in a group and/or alone. 4. The final stages of the process. Patents. 5. Conclusion and implementation of the approach CREATIVITY Paul Arden : its not how good you are ; Jack Foster : how to get ideas ; David Ogilvy : Confessions of an Advertising Man INNOVATION : Required readings : Knapp, J. (2016) Sprint: How to solve big problems and test new ideas in just five days Recommended readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles - 32 - Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 33 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules MANAGING IN INTERNATIONAL CONTEXTS Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0059 MANAGING IN INTERNATIONAL CONTEXTS Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Management, Law and Organization Module - Type de cours Course type core Campus Lille, Paris, Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader MIDDELMANN Anke Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description In this age of globalization, working in international and therefore multicultural environments is becoming a commonplace occurrence for many managers. Companies also value such multicultural environments for their different perspectives, innovative ideas and solutions. At the same time, it is not easy to navigate multicultural watersstumbling blocks, such as different modes of communication, expectations and - 34 - assumptions, ways of problem-solving, planning and achieving results often complicate work at the international level. This course therefore looks at some of the fundamental obstacles to successful crosscultural working and, through a learning-by-doing approach, aims to raise cultural awareness (both of ones own cultural preferences and those of others) and provide tools to overcome some of the intuitive and subconscious barriers (such as preconceptiosn and stereotypes) to permit inclusive and creative working environments. Thémes / Topics Understanding the fundamentals of culture; cultural value systems; its expression in living and working--workplace structures, interpersonal interactions; understanding--and overcoming--&quote;stumbling blocks&quotes; to successful intercultural communication and action; gaining tools and skills to work more effectively in international environments. A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) -Have an understanding of the impact of cultural influences in the workplace -Be able to critically view different ways of organising and conducting work -Have a clear understanding of the differences in management styles -Understand the role of leadership in an international context Aptitudes cognitives / Cognitive skills Résultats d’apprentissage / Intended Learning Outcomes and Skills -Apply concepts of intercultural theory to hands-on workplace situations -Critically analyse case studies from a variety of angles -Develop an ability to think "out of the box" Attitudes / Key transferable skills -Develop a flexible and adaptable approach to cross-cultural situations -Develop objective analysis & diverse perspectives -Apply critical thinking skills -Display effective project management/ organisationnal skills -Develop effective multicultural team management skills Ethical and social understanding -Develop intercultural mindfulness and respect Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO2.2 : To recognize and use positively the various dimensions of diversity : LG2 : Graduates should be able to work effectively in a multicultural team LO4.1 : To analyze globalization and evaluate its effects on business : LG4 : Graduates should be able to manage in the global knowledge economy LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline - 35 - Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 60 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Présentation orale - Presentation, Rapport écrit / Dissertation - Report / Dissertation Contrôle continu Evaluation des étudiants Student Assessment 40 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 100 % 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies - The Fundamentals of Culture: Values, Cultural Preferences and Dimensions - Ways of Seeing Culturefrom ethnocentric to ethnorelative - Cultural Complexity: Different attitudes to work, motivation, decision-making, planning; - The Communication Challenge: how do you say it? - Culture and the Individual: What is cultural? What is personal? What makes someone a cultural being? - Multicultural Teams: Benefits & challenges of combining diverging preferences and world view - The Intercultural Toolbox: developing effective multicultural strategies Required readings : Adler, Nancy, "International Dimensions of Organizational Behavior", 2009 Recommended readings : Hofstede, G, Hofstede G.J., Minkov, M, "Cultures and Organisations. Software of the Mind", McGraw-Hill, 2010 Steers, R.M., Sanchez-Runde, C.J., Nardon, L., Management Across Cultures, Cambridge University Press, 2010 Additional articles will be provided on the Knowledge course site Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in - 36 - Autres (Distance learning, etc…) (en heures) / Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day duration (in hours) hours) Other (in hours) Campus Lille 0 0 0 0 0 Campus Paris 0 0 0 0 0 Campus Sophia 0 0 0 0 - 37 - 0 tutorial class, different schedules RESEARCH METHODS AND CRITICAL THINKING Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0060 RESEARCH METHODS AND CRITICAL THINKING Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 0 36 0 54 Programme Program International Marketing and Business Development Départements Department Dept. Management of projects, Information Systems and Supply Chains Module - Type de cours Course type core Campus Lille, Paris, Sophia Course open to students in exchange Exchange students not allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader MAILLE Virginie Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This course is an introduction to the methods and techniques of research and critical thinking that will be useful to students in order to write their dissertation. It will provide students with the tools necessary to discriminate between well-designed and poor research. Also, the course will expose students to the research literature in their discipline. Regardless of professional aspirations, a sound knowledge of the principles and methods - 38 - of research is critical in order to contend with the management problems and issues that pertain to the field of supply chain management and purchasing. As a result of the course, students will have acquired through a step-by-step process, the necessary skills to be able to write their research proposal, which is the first step towards writing a dissertation Thémes / Topics Introduction to research methods and critical thinking Mapping the research topic, searching, citing and referencing Writing a Problem statement Reviewing the Literature Overview of different methodological approaches A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) -understand what are the SKEMA requirements for writing a good dissertation -realize how useful research is in order to develop new insights about their discipline -identify a research topic for their dissertation -formulate a clear research problem and develop related research question(s) -understand and apply the basics of critically reviewing the literature on their discipline and the related ethical considerations. -build a conceptual framework to guide methodology -get an overview of available methods for data collection and analysis and the link to theory Aptitudes cognitives / Cognitive skills Résultats d’apprentissage / Intended Learning Outcomes and Skills -Turn research problem into a research project that has a clear research question(s) and objectives -Use critical thinking, analysis and synthesis in writing a research proposal Attitudes / Key transferable skills -link managerial issues and their practical implications to theoretical concepts presented in the literature -search electronic databases in order to identify academic articles to investigate and build up a research topic -be able to reference the literature accurately, using Word to input references, cite in-text and print reference list -use academic writing style (quote, summarize and paraphrase) -identify and document a clear problem that establishes the need for the dissertation -write a research proposal: problem statement, short review of the literature that will serve as first stage in the writing up of the dissertation Ethical and social understanding -understand the need to acknowledge intellectual property -recognize plagiarism and learn how to use academic writing style to avoid it Contribution aux objectifs pédagogiques du programme / Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) LO2.1 : To contribute substantively to the product of a group and demonstrate - 39 - Contribution to learning objectives leadership skills : LG2 : Graduates should be able to work effectively in a multicultural team Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Oui / Yes 0 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Rapport écrit / Dissertation - Report / Dissertation Contrôle continu Evaluation des étudiants Student Assessment Méthodes d’enseignement Teaching Methods Plan de cours Course Plan 100 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 100 % 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Personal guided study Part A: 3 sessions of 3h early in the semester. Part B: 2 sessions of 3h one month later. Part A 1. What is research? a. In-company project (for PGE students) b. Master thesis (for MSc and prospective MSc students) c. Why is the ability to think critically important (examples from the press Helen will try to find some) d. The research business (how academia works - peer review system etc). e. Define "research buddy" 2. Organizing information a. Sources of information / research tools available at SKEMA b. How to structure information c. How to distinguish what is important d. Keeping a critical distance from your sources 3. Literature review and research proposal The aim is that by the end of part A, all students will have an idea about their research topic. We will also use the literature review part to guide students through reading papers (including how to read tables of results) this will give us the chance to cover some key papers in finance (eg. students did not see a Fama French model in class last year outside RM1). Work to do for Part B: Write a short summary of the research topic referencing three key papers. Understand your research buddy's research topic and be prepared to talk about it. PART B One full day of coaching in groups, with students working on an assessed individual - 40 - assignment in parallel. Coaching in groups on the research proposal or in-company project each student with their research buddy + at least one other student who will provide critical feedback (in addition to ours!). The idea is to have the groups rotating through the day, each playing the role of constructive critic and researcher. For the assignment, we will require students to write a review of a paper (material available to provide guidance on this). We intend to provide a small number of working papers, so several students will be working on one paper. Bibliographie References Site(s) web / Web sites Lectures obligatoires / Required readings : Saunders, M. Thornhill, A., & Lewis, P. (2013). Research methods for business students (5th ed.). Prentice Hall. On citing your references: http://fr.slideshare.net/coma-hovadak/harvard-referencing2011 On quoting and paraphrasing: http://owl.english.purdue.edu/owl/resource/563/1/ Paraphrasing guidelines : http://owl.english.purdue.edu/owl/resource/619/1/ Paraphrasing exercise: http://owl.english.purdue.edu/owl/resource/619/02/ Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 2 8 - 41 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules RETAIL STRATEGY Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKOPT .0041 RETAIL STRATEGY Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Lille Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader GARNIER Marion Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille MELCHIOR Céline Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Retail channels are an important part of the marketing equation. Whether you are working in or working with retail, it is vital to understand what makes retail tick. It is in a retail environment that consumers will have their 'first moment of truth' with a product. But retail is more than just a setting: it is an experience, a source of value, a frame of reference... - 42 - Many students will find themselves working in consumer goods. Your key partners will be stores. What matters to the store manager? What is his/her business model? How can you better work together to align your interests? Retail is also a source of innovation and added value. Again, understanding the 'how' can make a dfifference. This course provides what you need to better understand the retail universe: acquisition of theoretical and practical knowledge in the retailing area: strategies, retailing decisions, international retailing, store management. Thémes / Topics Retailing, store management, retailers panels A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Know and understand stakes and specificities of strategies in retailing (retailing decisions), know and understand main retailing means and take distribution decisions, in local and international contexts. Understand retailing development strategies and store management. Suggest an adapted retailing strategy. Suggest solutions for store management (shelves, selection, etc.) Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Understand and analyze retailing data.Take retailing strategic decisions. Elaborate an operational plan for store management. Attitudes / Key transferable skills Critical analysis of a topical retailing subject. Anticipate evolutions and motivations in retailing. Analyse capacities, critical sense and diagnostics. Skills in store management. Ethical and social understanding Working in groups. Critical thinking about retailing stakes. Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Evaluation des étudiants Student Assessment Final examination Non / No 40 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) QCM - Quizz Contrôle continu 60 % - 43 - Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Site(s) web / Web sites 0% 0% 0% 100 % 0% 0% 0% Nb midterms : 0 Format de cours / Course format Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Projet / Project-based learning - Etudes de cas / Case studies - Personal guided study Retailing stategies. Salespoint Management. International retailing. Retailers' panels. Lectures obligatoires / Required readings : To be provided on the Knowledge platformLectures Recommandées / Recommanded readings : To be provided on the Knowledge platform Links provided on the Knowledge platform Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 9 3 - 44 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules - 45 - STRATEGIC BRAND MANAGEMENT (CORE) Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0058 STRATEGIC BRAND MANAGEMENT (CORE) Crédits Credits Période d'enseignement Teaching period 5 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 6 96 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Lille, Paris, Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader DEHLING Aurélie Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Few would deny the importance of brands as valuable assets and a potential source of sustainable competitive advantage. Nestlé bought Rowntree (KitKat, After Eight) for almost three times its stock market value and 26 times its earnings. This value is created by the place occupied by the brands in the minds of customers: brand awareness, image, trust and reputation - all built up over many years - are the best guarantee of future cash - 46 - flows. As one commentator puts it: products are created in the factory. Brands are created in the mind. Brands provide a short cut for customers when making a purchasing decision, seeking to avoid risk and obtain value for money. Brands provide a relevant, exciting experience. Brands connote a certain life style, values or attitude. Brands can become objects of affection: Lovemarks, even. Buying a brand is an integral part of an individuals quest for identity and meaning. The course will balance theory and practical application, with considerable use of case studies and student project work. Students will learn how companies manage brand equity, clearly a major strategic issue. This course provides a comprehensive introduction to strategic brand management, covering such areas as the building of brand equity, brand identity, brand extension, brand portfolios etc. in national, regional and global markets. Thémes / Topics Understanding and managing brands and brand equity/Brands and their unverses products, channels, usage.../ consumer insight and value drivers/understanding and managing brand relationships /the role of emotion, status, social ritual / brand models / brand identity, personality / brand endorsement/ branding services/ international dimensions of branding/cultural branding A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand a broad range of issues related to branding, but also achieve a richer vision of how meaning and value are created Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Use a range conceptual frameworks and approaches to better understand how brands function Attitudes / Key transferable skills Understand the implications of different theoretical approaches to branding and the management of intangibles and meaning in marketing Ethical and social understanding Understand the importance of values and ethics in the branding process Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO2.1 : To contribute substantively to the product of a group and demonstrate leadership skills : LG2 : Graduates should be able to work effectively in a multicultural team LO3.2 : To produce clear, well organized written communication : LG3 : Graduates should be able to communicate in an international environment LO4.2 : To apply theories and key concepts in the field of the management of knowledge assets, technological progress and innovation : LG4 : Graduates should be able to manage in the global knowledge economy LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : - 47 - LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 40 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Etude de cas - Case study Contrôle continu Evaluation des étudiants Student Assessment 60 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 100 % 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Site(s) web / Web sites Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies Indicative and subject to change: 1. Introductory 2. Brand overview 3. More about brands and how we relate to them: reason, affect and decision-making. 4. Branding people and experience. 5. Service and experiential branding. 6. Brands in context. The social meaning of brands. 7. Brands & communities 8. Brand placement, brand content, brand events 9. Conclusion: current issues in branding Lectures obligatoires / Required readings : Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles Links provided on the Knowledge course site Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Durée CM Amphi (en heures) / Lecture Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in - 48 - Autres (Distance learning, etc…) (en heures) / Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day Lectures duration (in hours) hours) Other (in hours) Campus 0 0 9 3 - 49 - 0 tutorial class, different schedules BUYING MANAGEMENT Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0069 BUYING MANAGEMENT Crédits Credits Période d'enseignement Teaching period 2 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 12 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 12 12 3 39 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Lille Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader MELCHIOR Céline Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description The purchasing function has considerably evolved over the last 15 years, taking on a more strategic role in organisations. Purchasing plays a key role in corporate strategies through the selection and development of international suppliers that support the organization's competitive position. As a consequence, purchasing has moved away from the traditional adversarial approach between the buyer and supplier towards collaborative relationships. - 50 - After following this course, students will understand the importance of the purchasing function, but also know about purchasing processes and use tools aimed at mitigating risks and manage various issues purchasing professionals are likely to face in an international buying context. There is little doubt that purchasing is a vital part of the value chain, and to understand this function is vital. Thémes / Topics Purchasing - supplier selection and management - role, importance and skills of international buyers A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Develop an in depth understanding of buying management, and how it is a competitive advantage today Modelize purchasing strategies and supplier relationships that are appropriate to an organization Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Understand and express the need s of a company Follow the various steps of a process Highligh specific issues/risks related to international operations Attitudes / Key transferable skills Devise a company buying strategy within the frame of the global strategy Manage business relationships Prepare international negotiations Ethical and social understanding Understand ethical issues underlying in an international purchasing context Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 80 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Evaluation des étudiants Student Assessment Méthodes Continuous Assessment 20 % préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Format de cours / Course format - 51 - 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Cours magistral / Lecture Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies Indicative and subject to change: 1)Evolution of Purchasing management 2)Importance, impact and organisation of the purchasing function 3)Role and responsibilities of buyers 4 Buying strategy and process 5)Global sourcing and related tools 6)Appropriate suppliers relationships 7)Skills and talents for being a successful buyer and start a career in international buying Lectures obligatoires / Required readings : Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 52 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules CATEGORY MANAGEMENT Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0071 CATEGORY MANAGEMENT Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Course open to students in exchange Langue d'enseignement Teaching language ---Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader GARNIER Marion Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Category Management is at the heart of developing retail brands, be it in stores or on the web. It is a main driver impacting: - Store & web profitability (buyer rate, average basket, contribution/m2,) - Customer experience and retention, - Value proposition differentiation - 53 - - Merchandising and Supply Chain optimization - Vendor relationships The course will detail all the key concepts of Category Management and will enable all participants to build an actual category plan through an on the ground case study. Thémes / Topics Category Management, applied in the retailing environment (in store & on the web). It will cover: Category Definition/Category Role/ Category Assessment/ Category KPIs and Scorecard/ Category Tactics (pricing, promo, merchandising,)/Category Plans A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand the Key Concepts of Category Management (stores & web) Have put in practice the concepts and built an actual Category Plan Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Use and apply to a real business case a range of conceptual frameworks and approaches Attitudes / Key transferable skills Have worked in a group, prepared company grade presentations, demonstrated presentation skills Have demonstrated the ability to operate on the ground (in real stores, on the web, ) by collecting real data and facts to build and support the business case Ethical and social understanding Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 0 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Evaluation des étudiants Student Assessment 0 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others - 54 - 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Format de cours / Course format Cours magistral / Lecture Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning Indicative and subject to adjustments. Course 1: Key Concepts and Case brief 3 hours Value Propositions, Consumer/Shopper/Buyer journeys (store & web), Store sizes and roles, Category Roles, Assortment Building approaches (SML,), Pricing, Promotions, Category KPIs (profitability, ), Supply chain impacts, vendor management Case Brief: approach, schedule, groups, work method (web searches, store visits, ) Handover of Group Assignment 1: for each group, for his retail brand and category: 10 questions to answers, supported by 10 slides templates (eg shopper journey, category positioning in store/web, ,). The main outcome: Category Definition and Category Role Ideally a 2 weeks lead time is given to students to complete this assignment. Course 2: Debrief Assignment 1 and Key Learnings 4h All groups hand-out their presentation 48 hours before the course. 4 groups covering all 4 categories will present their work and conclusions: 30 minutes presentation + 15 minutes Q&A per group Key Learnings from presentations, real life examples & concept recap on Category Definitions and Category Roles will conclude Handover of Group Assignment 2: for each group, for his retail brand and category: again 10 questions to answers, supported by 10 slides templates (eg, space allocated and store share, merchandising, pricing , sales mix within category, brands and potential vendor support, KPIs, category scorecard). The main outcomes: Category Assessment, Category Scorecard & KPIs and Category tactics. Ideally a 2 weeks lead time is given to students to complete this assignment. Course 3: Debrief Assignment 2 and Key Learnings 4h All groups hand-out their presentation 48 hours before the course. The 4 groups who did not present during Course 2 (covering all 4 categories) will present their work and conclusions: 30 minutes presentation + 15 minutes Q&A per group Key Learnings from presentations, real life examples & concept recap on Category Assessment, Category Scorecard & KPIs and Category tactics will conclude Handover of Group Assignment 3: each group will be assigned 2 direct competitors for benchmark. For each group: 5 questions to answers, supported by 5 slides templates including a Profitability model (eg, Category benchmark against competition, Category optimization, profitability improvement, Category penetration matrix) + 5 slides on their recommendations to improve the category (as if they were presenting the Category Plan to the CEO). The main outcome: Category Plan recommendation that optimizes Value Proposition, Shopper experience and Profitability. Ideally a 2 weeks lead time is given to students to complete this assignment. Course 4: Debrief Assignment 3 Category Plan and Category Management Key Learnings 4h + 2h All groups hand-out their presentation 48 hours before the course. The 8 groups present their Category Plans: 20 minutes presentation + 10 minutes Q&A per group Key Learnings from the Category Plans presented, complemented by real life examples. Key concept recap and Conclusion - 55 - Bibliographie References Lectures obligatoires / Required readings : . Le Category Management, Serge Cogitore, Dunod Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles . The 22 Immutable Laws of Marketing: Violate them at your own risk, by Al Ries and Jack Trout, . Blue Ocean Strategy : How to create uncontested market space and make the competition irrelevant, by Kim Chan and Renée Mauborgne, Harvard Business School Press Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 56 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules CREATING A MARKETING CONCEPT (ELECTIVE) Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKELE. 0065 CREATING A MARKETING CONCEPT (ELECTIVE) Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 20 20 2 60 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Sophia Course open to students in exchange Exchange students not allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia NAHON David Suzhou Raleigh Other Descriptif du cours / Course description One of the key elements in successful market is to develop a clear, relevant and consistent marketing concept that resonates with the targeted group of consumers. This course will teach studnets how to create an original & competitive marketing concept in which the various marketing mix elements come together. This course is also a preparation for the l'Oreal brandstorm challenge that takes place in the spring semester and is a prerequisite - 57 - for the challenge. Thémes / Topics Porduct and concept innovation, consumer behaviour, marketing of ideas A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Create & Present a new marketing concept as a FMCG brand manager would Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Critical thinking, analysis, synthesis Attitudes / Key transferable skills Analysing, Creating Ideas Ethical and social understanding Cooperating, Work as a team Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO3.1 : To produce clear, well organized verbal presentations : LG3 : Graduates should be able to communicate in an international environment LO3.2 : To produce clear, well organized written communication : LG3 : Graduates should be able to communicate in an international environment LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 100 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Présentation orale - Presentation, Rapport écrit / Dissertation - Report / Dissertation Contrôle continu Evaluation des étudiants Student Assessment 0 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others - 58 - 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Format de cours / Course format Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Personal guided study Session 1: Brief Session 2: Competitive Analysis & Opportunities Identification Session 3: Strategy & concept Session 4: Communication Campaign Session 5: Concept Finalized with Complete marketing mix Lectures obligatoires / Required readings : Lectures Recommandées / Recommanded readings : available on Knowledge platform Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 6 3 - 59 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules KEY ACCOUNT MANAGEMENT Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0072 KEY ACCOUNT MANAGEMENT Crédits Credits Période d'enseignement Teaching period 2 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 12 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 12 12 3 39 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Lille, Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description While most students will be more familiar with the world of B2C sales and marketing, a great deal of business is done in a B2B context, where there are good opportunities for those interested in business development. Indeed, those working for well-known fmcg companies like P&G, Mondelez, or Mars will be dealing not with consumers but with their channel partners. - 60 - This course will introduce students to the world of B2B sales in general and more specifically to the role of the key account manager. They will learn to manage key accounts, to understand organizational decision-making processes, to develop strategies for working with key partners, to adopt a solution-selling, or consultative approach to sales in this context. Students will also be introduced to the methods of challenger sales methods that presuppose an ability to grasp the business issues facing a partner and provide proactive insight that will make you trusted agent. Thémes / Topics Understanding the B2B context/understanding the role of the key account manager/analyzing key accounts/managing a portfolio of key accounts/developing an account business plan/ building trust/from consultative selling to challenger sales/ understanding the clients business and identifying new possibilities of development /negotiating with key accounts A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand the issues associated with the management of strategic accounts Aptitudes cognitives / Cognitive skills Résultats d’apprentissage / Intended Learning Outcomes and Skills Use a range conceptual frameworks and approaches to better understand how to manage key accounts Attitudes / Key transferable skills Develop the ability to grasp the concerns of a business partner and become a trusted agent Ethical and social understanding Understand the importance of values and ethics in the KAM process Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 50 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Evaluation des étudiants Student Assessment Etude de cas - Case study, Présentation orale - Presentation, Rapport écrit / Dissertation Report / Dissertation Contrôle continu Continuous Assessment 50 % préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation - 61 - 0% 0% 0% 0% 0% Nb midterms : 0 Examen intermédiaires - Mid-term examination Autre - Others 0% 0% Format de cours / Course format Méthodes d’enseignement Teaching Methods Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies Plan de cours Course Plan Bibliographie References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 62 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules MOBILE MARKETING Code du cours Course Code Titre du cours Course title MSC.IMBD2.MKELE. 0098 MOBILE MARKETING Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Lille Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader DEHLING Aurélie Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description With the development of digital solutions and the development of mobile services, mobile phones, tablets and Smartphone are communication tools that are used by more and more companies. The objective of this elective is to acquire knowledge both globally and in details on what are the various areas and solutions of mobile marketing, including mobile advertising, mobile CRM, mobile direct marketing, M-Commerce ... - 63 - Thémes / Topics mobile marketing, mobile advertising, mobile CRM, m-commerce A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Define mobile marketing and the 4 main areas that are advertising, CRM, direct mobile marketing, M-Commerce Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Define a relevant positioning for a Mobile Marketing offer. Attitudes / Key transferable skills Identify and cope with possible legal restriction linked to the use of mobile solutions and to develop efficient mobile operations, considering creative constraints, and integrating performance analysis, Ethical and social understanding Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO4.2 : To apply theories and key concepts in the field of the management of knowledge assets, technological progress and innovation : LG4 : Graduates should be able to manage in the global knowledge economy LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 100 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) QCM - Quizz Evaluation des étudiants Student Assessment Contrôle continu 0 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination - 64 - 0% 0% 0% 0% 0% 0% Nb midterms : 0 Autre - Others Méthodes d’enseignement Teaching Methods Plan de cours Course Plan 0% Format de cours / Course format Cours magistral / Lecture Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Main definitions & key figures - Mobile sites & mobile apps - One-to-one mobile marketing - M-Commerce & M-Couponing - Mobile advertising - Internet of Things - Final exam Suggestions will be provided on the Knowledge platform Bibliographie References Site(s) web / Web sites Links will be provided on the Knowledge platform Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules 0 the course will be given in seminar format in Sophia and perhaps also in Paris Campus 0 0 5 3 - 65 - OMNICHANNEL STRATEGY AND DIGITALIZATION OF THE POINT OF SALE Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0073 OMNICHANNEL STRATEGY AND DIGITALIZATION OF THE POINT OF SALE Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Lille Course open to students in exchange ---- Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader Mohammed Slim BEN MIMOUN Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description One of the main drivers of the changes in multichannel shopping behavior, and consequently also in optimizing shopper marketing actions, is technology. Technology has always played a role as the primary enabler of change in the evolution of retailing. Today, as bricks-and-mortar retailers are preparing for battle with online merchants, there are several areas they can draw upon in order to gain a competitive advantage. This course - 66 - sheds light on the fairly underexplored topic of the promising role of technology for traditional retailers to survive in todays fierce multichannel competition. By focusing on both academic literature, and professional testimonials/experiences, it try to study the newest and best practices in the domain of point of sale digitalization, and Omnichannel strategies. Thémes / Topics Understanding multichannel, crosschannel and Omnichannel retailing strategies/Shopper marketing/ smart retailing/ e-atmospherics/ Shopper behavior/ Showrooming/ new technologies adoption/ consumer insight and value drivers A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand a broad range of issues related to Omnichannel strategies, smart retailing and usage of technologies in retailing. Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Use a range conceptual frameworks and approaches to better understand how smart retailing strategies function Attitudes / Key transferable skills Understand the implications of different theoretical approaches to usage of technologies in retailing and the different strategies associated to new technologies in retailing Ethical and social understanding Understand the importance of values and ethics in the point of sale management process Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 50 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Evaluation des étudiants Student Assessment Méthodes Continuous Assessment 50 % préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Format de cours / Course format - 67 - 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Indicative and subject to change: 1. Introductory session smart retailing and shopper marketing 2. From multichannel to Omnichannel strategies 3. Usage of contactless technologies in retailing 4. Creating value throw technologies in retailing 5. Best practices in the digitalization of the point of sale Lectures obligatoires / Required readings : Lectures Recommandées / Recommended readings : Full reading list on Knowledge References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 68 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules THINKING OUT OF THE BOX WITH LEGO® SERIOUS PLAY® Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKELE. 0127 THINKING OUT OF THE BOX WITH LEGO® SERIOUS PLAY® Crédits Credits Période d'enseignement Teaching period 3 fall Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 20 20 2 60 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Sophia Course open to students in exchange Exchange students not allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Lego Serious Play is a method developed with Lego to help groups address serious issues through play. It has a range of applications, including creating new concepts, addressing strategic issues, dealing with group dynamics. It is not the only 'serious play' method available, but it has become a point of reference. The method involves 'thinking with your hands' by building first and talking afterwards. It allows participants to use metaphor and - 69 - storytelling to tease out meaning and build shared stories or understanding. As such, it is an excellent way of stimulating creativity and 'out-of-the-box' thinking. This course will introduce students to the method in a very 'hands-on' sort of way, using a series of workshops to address a range of different kinds of issue. At the same time we will explore the theoretical grounding of the method and compare it with other apporaches that are often used. There is quite alot of positive buzz around Lego Serious Play, and if nothing else a mention of it will attract attention on a CV. But much more than that, this will provide a forum for thinking about how group sessions and focus groups can be managed, and to explore how meaning and insight can emerge from this kind of activity. Thémes / Topics The seminar will be hands-on and interactive, based around a series of activities and workshops. Participants should come along with an open mind and will leave with some new ideas on creative and out-of-the-box thinking. Additional reading and a final paper will then provide an opportunity to reflect on the method and other similar apporaches. A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand the value of 'serious play' methods for promoting creative and out-of-the-box thinking Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills The course will develop out-of-the-box and creative thinking Attitudes / Key transferable skills Creativity and out-of-the-box thinking as well as ability to work together constructively in a group Ethical and social understanding The LEGO® SERIOUS PLAY® requires patience and respect for others, their interpretations and their stories Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO2.2 : To recognize and use positively the various dimensions of diversity : LG2 : Graduates should be able to work effectively in a multicultural team LO4.2 : To apply theories and key concepts in the field of the management of knowledge assets, technological progress and innovation : LG4 : Graduates should be able to manage in the global knowledge economy LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation des étudiants Student Evaluation finale (DS) Final examination Non / No 100 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) - 70 - Assessment Etude de cas - Case study, Présentation orale - Presentation, Rapport écrit / Dissertation Report / Dissertation, Participation - Class participation Contrôle continu 0 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Méthodes d’enseignement Teaching Methods Plan de cours Course Plan 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Devoirs / Assignments The seminar will take the form of a series of activities and workshops using the Lego Serious Play method. After the seminar, students will be asked to refelct on the method and similar apporaches. Bibliographie References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules 0 Part of the course will take thr form of a blocked, two-day seminar; a second phase will involve meeting sessions to discuss the report work. Campus Sophia 0 0 6 3 - 71 - - 72 - Spring - 73 - ADVANCED STRATEGY Code du cours Course Code Titre du cours Course title MSC.TRCM2.STCOR. 0001 ADVANCED STRATEGY Crédits Credits Période d'enseignement Teaching period 3 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 15 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 36 1 73 Programme Program International Marketing and Business Development Départements Department Dept. Stratégy, Entrepreneurship and Economics Module - Type de cours Course type core Campus Belo Horizonte, Lille, Paris, Raleigh, Sophia, Suzhou Course open to students in exchange Exchange students not allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader DIBIAGGIO Ludovic Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Growth companies are the engine of value creation, and growing is one of the most common objective of corporations Advanced strategy course aims at preparing students to recognize and analyse growth opportunities and design growth strategy through the use of concepts, methods and tools. of The course will focus on the following issues: - How and why corporate growth matters ? - 74 - - Strategic choices: formulation and evaluation? - Innovation as a leverage for growth - Internationalization strategies - Growth options (Diversification, Spinoffs, M&A, joint ventures) Thémes / Topics Growth strategy, industry dynamics, innovation, internatioalization. A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) - Understand the difference between corporate strategy and business strategy - Understand the relevance and the risks of growth stratagies - Understand how innovation is a leverage for growth - Understand diversification strategies as a means for growth - Understand how internationalization is a leverage for growth - Use non-financial and financial criteria and tools for evaluating strategic options Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Analytical skills Master the strategic management process in organizations Attitudes / Key transferable skills - Understand the need for a methodological approach of strategic options as regards firms' internationalization and innovation and - the need to evaluate options as well as their implementation - Develop and produce a strategic analysis report Ethical and social understanding Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO3.1 : To produce clear, well organized verbal presentations : LG3 : Graduates should be able to communicate in an international environment LO4.2 : To apply theories and key concepts in the field of the management of knowledge assets, technological progress and innovation : LG4 : Graduates should be able to manage in the global knowledge economy LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation des étudiants Evaluation finale (DS) 0 % Final examination - 75 - Non / No Student Assessment (Précisez la nature pour l'évaluation finale / Explain type for final examination) Etude de cas - Case study, Présentation orale - Presentation, Participation - Class participation Contrôle continu 100 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 15 % 30 % 0% 0% 15 % 0% 40 % Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies - Why and how does corporate growth matter? What are the means for corporate growth? (Scale and scope economies, learning economies, externalities, minimum efficiency size) - Innovation as leverage for corporate growth (industry dynamics, product and process innovation- radical and incremental innovation - entrepreneurship) - International strategies International expansion strategies (global, multinational, transnational, market selection and entry modes) -Business model innovation and sustainable growth strategy (externalities, capturing value, positioning in the value chain) TO be defined Bibliographie References Site(s) web / Web sites To be anounced Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus Paris 0 0 6 3 Campus Lille - 76 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules 0 0 6 3 0 Campus Sophia Antipolis 0 0 6 3 0 Campus Raleigh 0 0 6 3 0 Campus Suzhou 0 0 6 3 - 77 - 0 ADVERTISING Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0067 ADVERTISING Crédits Credits Période d'enseignement Teaching period 3 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Paris Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader DEHLING Aurélie Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Perceptions of customers are determinant in creating a companys success and those perceptions are often based on marketing communication. Advertising and other marketing communication tools represent an important source of brand messages, messages that may influence customers attitudes, perceptions and behaviors. The course provides a comprehensive understanding of the fundamentals needed to build a clear and - 78 - consistent marketing communication brief and plan aligning advertising, promotion, events and the broadest pallet of modern communications tools. Thémes / Topics Integrated marketing communication/IMC brief/marketing communication; objectives, target, media planning and advertising research/sponsorship, packaging and point of purchase communication A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand issues associated to marketing communications Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills To be able to understand companies communication needs Attitudes / Key transferable skills To develop a strategic approach to marketing communication Ethical and social understanding To be able to understand consumers'communication needs Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO1.2 : To select the best course of action to follow in order to behave as responsible managers : LG1 : Graduates should behave as responsible managers in order to deliver sustainable performance in complex environments LO3.1 : To produce clear, well organized verbal presentations : LG3 : Graduates should be able to communicate in an international environment LO3.2 : To produce clear, well organized written communication : LG3 : Graduates should be able to communicate in an international environment LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Evaluation des étudiants Student Assessment Non / No 40 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Etude de cas - Case study Contrôle continu Continuous Assessment 60 % préciser nature / Explain type - 79 - QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References 0% 0% 100 % 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Cours magistral / Lecture Activités d’apprentissage / Learning activities Projet / Project-based learning Integrated Marketing Communication IMC brief Marketing communication: objectives, target and budgeting Brief preparation. Advertising, media planning and advertising research Sponsorship, packaging and point of purchase communication Integrated marketing communications plan. Lectures obligatoires / Required readings : Pelsmaker, Geuens and Vandeberg, Marketing Communication: A European Perspective, Forth Edition. Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules 0 IMPORTANT: this course will take place in spring for Sophia and Paris but in Fall for Lille Campus 0 0 9 3 - 80 - - 81 - BUSINESS DEVELOPMENT PROJECT Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0076 BUSINESS DEVELOPMENT PROJECT Crédits Credits Période d'enseignement Teaching period 3 fall, spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 0 54 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description One of the best ways to learn about business development is to do it. The aim of this module is to provide a space in which to encourage students to undertake a range of different projects that are available: company challenges - such as the lOréal brand challenge or the Auchan challenge; as well as the telecom valley challenge, which is based around the Sophia technology park and allows students to work in teams with - 82 - students from other local universities and engineering schools; or company projects every year different opportunities arise that provide an interesting learning experience. These projects will be coached. Full details of the different projects and challenges will be provided at the beginning of the academic year. Some projects or challenges may run across two semesters. Thémes / Topics The themes will vary with the different projects: developing a new marketing concept for a lOréal brand; exploring retail business opportunities with Auchan; developing a new business project with the Telecom valley jeunes pousses challenge; and for company projects the topics will arise from the type of brief given A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand a broad range of issues related to business development in a practical situation Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Use a range conceptual frameworks and approaches to better understand and analyse the business challenges raised by the different projects Attitudes / Key transferable skills Understand the relevance to and implications of different theoretical approaches to business development Ethical and social understanding Understand the importance of values and ethics in the certain business projects Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 30 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Evaluation des étudiants Student Assessment Continuous Assessment 70 % préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others - 83 - 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Format de cours / Course format TD / Tutorials Activités d’apprentissage / Learning activities Projet / Project-based learning - Etudes de cas / Case studies The course plan will be adapted to the different challenges and business projects with regular coaching sessions and exchanges and where appropriate presentations on appropriate conceptual models, frameworks and techniques Students will work in groups and provide intermediary reports as the challenge or project progresses The different challenges and projects available will be presented at the beginning of the academic year. Certain challenges may run across the two semesters Lectures obligatoires / Required readings : none Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles where appropriate Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 84 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules BUSINESS DEVELOPMENT&SALES Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0065 BUSINESS DEVELOPMENT&SALES Crédits Credits Période d'enseignement Teaching period 5 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 3 93 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Lille, Paris, Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This course is divided into 2 15h-courses. BUSINESS DEVELOPMENT Developing business internationally presents a number of challenges: differences in consumers habits, tastes, spending patterns, values; differences in channels; differences in working habits and standards; differences in the legal, political, administrative - 85 - environment A company has succeeded in one country and context what is required for it to succeed elsewhere? Identifying the key success factors and seeking out new markets where the ecosystem will support the business is often the key to international success. Sensitivity to local conditions is another. The organizational and managerial challenges are also substantial. M2 students will encounter many of the issues faced in international expansion and the frameworks used to manage them in the Advanced Strategy course. This course will take the examination of the business development aspects further through concrete examples and case studies with a range of companies, sectors and countries. SALES Sales and business development are an essential component of the MSc in International marketing and business development. Companies are seeking to recruit candidates with good potential for sales and a good number of students will begin their careers in the sales function, either moving up into sales management or across into marketing. This course provides will help students to develop basic selling techniques and discover the different kinds of positions available in sales and business development. The course will look at different types of sales situation and reveal how different sales can be in different sectors. We will look at more transactional bargaining situations but then move through to more complex situations involving consultative and solution selling approaches. Throughout, the emphasis will be on developing students' ability to 'connect' with the other person, to use enquiry to better understand their point of view, to put forward their own position and to communicate and defend value. For students in Sophia, this course will serve as a preparation for the Sales, negotiation and key account management course, where various solution selling and KAM approaches will be more fully explored. This course is a 'must' for students who wish to follow a career or spend their first years in sales. It will help to build confidence and cover the kind of techniques used in companies. The course will be interactive, and students will be expected to participate fully. The skills developed in the course will certainly be useful elsewhere: selling ideas, pitching for resources... Thémes / Topics BUSINESS DEVELOPMENT International expansion into new markets/CAGE framework/cultural and consumption differences and challenges/understanding ecosystems/ organisationnal challenges/managerial challenges/frameworks for decision making SALES Engaging with the client/presenting a product or service/doing a sales pitch/communicating value/defending value/building trust and relationships/using enquiry to better understand the customers concerns/solution and consultative selling A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Résultats d’apprentissage / Intended Learning Outcomes and Skills better apprehend the concepts and approaches necessary for identifying and developing new business concepts Aptitudes cognitives / Cognitive skills stimulate an interest in new business opportunities, how to identify and how to develop them Attitudes / Key transferable skills developing a spirit of entrepreneuship with an awareness of how to work together with - 86 - partners and team members Ethical and social understanding Certain projects may be based on social entrepreneurship Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO2.1 : To contribute substantively to the product of a group and demonstrate leadership skills : LG2 : Graduates should be able to work effectively in a multicultural team LO2.2 : To recognize and use positively the various dimensions of diversity : LG2 : Graduates should be able to work effectively in a multicultural team LO3.1 : To produce clear, well organized verbal presentations : LG3 : Graduates should be able to communicate in an international environment LO3.2 : To produce clear, well organized written communication : LG3 : Graduates should be able to communicate in an international environment LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 60 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) QCM - Quizz Contrôle continu Evaluation des étudiants Student Assessment Méthodes d’enseignement Teaching Methods 40 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / - 87 - Case studies - Personal guided study Plan de cours Course Plan Bibliographie References BUSINESS DEVELOPMENT 1. The challenges of developing business across borders and cultures: an overview revision of the CAGE model and other frameworks 2. Case study: making decisions about international business development understanding ecosystems 3. The cultural component in developing international markets 4. The organizational challenges of developing international markets 5. Managerial challenges in international expansion SALES 1. Introduction to sales an overview of opportunities 2. Preparing a sales meeting 3. Engaging with the client 4. Making a sales pitch 5. Building trust and relationships 6. Using enquiry 7. Consultative- and solution-selling techniques Lectures obligatoires / Required readings : Available on knowledge web site Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules 0 The cours involves use of a MOOC and projectbased learning Campus 0 0 27 3 - 88 - - 89 - BUSINESS TO BUSINESS MARKETING Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0064 BUSINESS TO BUSINESS MARKETING Crédits Credits Période d'enseignement Teaching period 3 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Paris Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader FERROUILLAT Veronique Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Historically called industrial marketing, Business to business is now addressing much broader issues than just industrial products marketing. Approaching corporate customers needs different mindset and specific tools and knowledge that will be acquired during this module. This course addresses the essence of the work faced by a market or product manager in - 90 - the B2B market. It addresses the question of: Understanding the business environment and its specifics How to position a product/service on a competitive BtoB market What markets to focus on and with what offering How to organize and manage the marketing action plan to achieve the set objectives This course presents the elements of strategic analysis and creation of a BtoB marketing strategy, including the resources needed, the costs, the risks involved. Thémes / Topics Understanding BtoB markets / Identifying key business trends and patterns / Business organizational behavior / Decision Making Unit / New product development stages / Total cost in use / Integrated business marketing campaign / Controlling the implementation of marketing strategy A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Résultats d’apprentissage / Intended Learning Outcomes and Skills As a result of this module, you will be able to: Conduct a strategic analysis of the environment and company situation in a B2B market; Create a strategic plan including decisions of focus and differentiation; Product a logical plan of action which is well focused for the selected strategy; Express that plan in an effective customer offering; Develop and articulate the strategy for the commercial function using an appropriate mix of resources to efficiently achieve results with the integration of the various function to minimize conflict; and Establish an overall budget for the program / function with appropriate methods of measurement and control. Aptitudes cognitives / Cognitive skills Attitudes / Key transferable skills Ethical and social understanding Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation des étudiants Evaluation finale (DS) Final examination 40 % - 91 - Non / No Student Assessment (Précisez la nature pour l'évaluation finale / Explain type for final examination) Etude de cas - Case study, Présentation orale - Presentation, Rapport écrit / Dissertation Report / Dissertation Contrôle continu 60 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies Indicative and subject to change: 1. Introductory session BtoB basics and specifics of BtoB purchasing behavior. 2. BtoB strategisc market analysis + building marketing plan 3. Designing an effective BtoB product or service (methodology, new product development process) 4. Setting the right pricing policy; understanding challenges and tactics associated with BtoB total cost in us. 5. Selecting the appropriate communication tools to build an integrated communication campaign 6. Final pitch amongst competitors (project presentation and evaluation by groups) 7. Brands & communities: Harley Davidson and Jones Soda. Tribal marketing & social networks. 8. Brand placement, brand content, brand events 9. Conclusion: current issues in branding Required readings : documents published on the drive dedicated to the module (more details given by instructor on the 1st day of class) Recommended readings : Hunt, Michael and Speh, Thomas, Business Marketing management: a strategic approach 9th edition Thompson/South-West Publishing Hunt, Michael and Speh, Thomas, Business Marketing management : BtoB 10th edition South-West-Cengage Learning Reference works: Write, Ray- Business to business marketing : a step by step approach, Prentice Hall /FT Robert Vitale, Waldemar Pfoertsch, Joseph Giglierano - Business to Business Marketing: International Edition - Pearson Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) - 92 - Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 9 3 - 93 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules MARKETING INTELLIGENCE & CONSUMER BEHAVIOR Code du cours Course Code Titre du cours Course title MSC.IMBM2.STCOR. 0042 MARKETING INTELLIGENCE & CONSUMER BEHAVIOR Crédits Credits Période d'enseignement Teaching period 5 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 3 93 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Lille, Paris, Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader MAILLE Virginie Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This course is divided into 2 15h-courses : Marketing Intelligence and Consumer Behavior MARKETING INTELLIGENCE As International Markets are getting very dynamic, growingly complex, ones need adequate methods and tools to be able to analyze them and avoid blind spots. Following this objective, the course introduces methods allowing the understanding of the micro, - 94 - macro markets and to the positioning existing products /services; thereby, students will be able to enhance threats and opportunities on markets. The course includes a practical application of online research through the use of specialized web sites where students will be able to dig into to get data and information. Finally, the course develops a business war game to apply methods, tools and sources provided formerly to a real business case. Students will represent a company Y which aims to export one product or service in one country. In order to support the strategy of this company, they should deliver insights concerning a country as a market and position existing products / services, make the profiling of their company and its competitors. CONSUMER BEHAVIOR The course is designed to provide a strong foundation for critical thinking in the area of consumer behavior. Focusing on transition from a traditional economics-driven understanding of behavior towards a more subtle understanding, the course is based on recent developments in the consumer behavior area with special emphasis on psychological as well as sociological and cultural forces that influence the acquisition, consumption and disposition of goods, services and ideas. Thémes / Topics MARKETING INTELLIGENCE Market intelligence, external analysis, scenario planning, marketing early warning system, business war game, benchmarking CONSUMER BEHAVIOR Most successful modern businesses emphasize the importance of adopting and maintaining a consumer focus. Marketing in particular begins and ends with the consumer, from determining consumer needs to providing her/him post-purchase satisfaction. A clear understanding of the concepts and principles of consumer behavior is therefore critical to successful marketing. However, if consumer behavior were easy to understand, then all products would catch on, all ads would be effective, all stores would flourish. In reality, consumers are frustratingly elusive... The purpose of this course is to discover: (1) the concepts and models (basics and advanced) that can help us understand consumer behavior, (2) how consumer knowledge can be used practically, to develop and evaluate marketing strategies and social policies. A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Résultats d’apprentissage / Intended Learning Outcomes and Skills MARKETING INTELLIGENCE Forecasting market trends, predicting market opportunities and threats, benchmarking competitors, identifying and interpreting weak signals, developing evaluation strategies. CONSUMER BEHAVIOR Know and understand: the importance of consumer behavior in the overall marketing process; that while we are all consumers, (1) not all consumers are alike and that individuality is at the core of our consumption behavior, and (2) we may not, ourselves, be conscious of how we think and behave as consumers; basic models of how and why consumers behave the way they do; that a wide variety of consumer behaviors cannot be easily conceptualized and predicted by these basic models, and may require thinking out of the box thanks to new developments in psychology and sociology; how consumer knowledge can be used to develop and evaluate marketing strategies and social policies. - 95 - Aptitudes cognitives / Cognitive skills MARKETING INTELLIGENCE Critical thinking, analysis and synthesis. This includes the capability to identify assumptions, evaluate statements in terms of evidence, to detect false logic or reasoning, to identify implicit values, to define terms adequately and to generalize appropriately. CONSUMER BEHAVIOR Be able to: analyze and synthesize advanced concepts in the field of consumer behavior; read, assess and synthesize academic articles in the field of consumer behavior; develop and/or assess consumer behavior driven marketing strategies. Attitudes / Key transferable skills MARKETING INTELLIGENCE Research and Planning Skills: defining information needs, identifying sources of relevant information, gathering information, setting goals, analyzing, solving problems, searching for specific knowledge and the ability to conceptualize future market needs and solutions for meeting those needs. CONSUMER BEHAVIOR Have improved in: taking responsibility for own learning; collaborating in a group; meeting obligations to others (good relationships, being able to meet expectancies and deadlines in an autonomous way); understanding in detail complex texts in English; communicating effectively (give an oral presentation and write correctly and concisely). Ethical and social understanding MARKETING INTELLIGENCE Ethical and legal approach to market intelligence will be put in contrast with industrial espionage and other illegal practices. CONSUMER BEHAVIOR Know and understand how consumer knowledge should be used ethically to create product, service and marketing ideas but also to provide recommendations if needed for public policy to protect consumer rights. Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Evaluation des étudiants Student Assessment Final examination Non / No 60 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Continuous Assessment 40 % - 96 - préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Cours magistral / Lecture - eLearning - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies MARKETING INTELLIGENCE Indicative and subject to change: 1. Session 1 (Lecture) Introduction to Market Intelligence Definition, origin and context, the cycle of information, different approaches to market intelligence (international comparison). 2. Session 2. Information gathering and online research (Tutorial) Defining information needs, finding relevant sources of information, online research (search engines, portals, social networks); Graded case study on online research 3. Session 3. Monitoring the environment (Lecture) macro and micro-level analysis (macro-environment, industry analysis, market analysis, benchmarking, competitors profiling) 4. Session 4. Business war game (Tutorial) 5. Exam CONSUMER BEHAVIOR Indicative and subject to change: 1. Introductory session 2. Basics in the consumer behavior area. 3. Recent developments 3A. from a psychological perspective 3B. from a sociological and cultural perspective 4. Consumer behavior in action 5. Conclusion MARKETING INTELLIGENCE Lectures obligatoires / Required readings : - Herring, Jan P. (1999) Key Intelligence Topics: A process to identify and define intelligence needs, Competitive Intelligence Review, Vol. 10, N° 2, pp. 4-14. - Super Searchers on competitive Intelligence, Margaret Metcalf Carr, Reva Basch, 2006. Lectures Recommandées / Recommanded readings : - Guide de Gestion Stratégique de lInformation Pour les PME, Christophe Bisson, Les2Encres, 2013 - Bose Ranjit, (2008) Competitive intelligence process and tools for intelligence analysis, Industrial Management & Data Systems, Vol. 108, N°4, pp. 510 528 - Calof, L. Jonathan & Wright Sheila, (2008) Competitive intelligence: A practitioner, academic and inter-disciplinary perspective, European Journal of Marketing, Vol. 42, N° 7/8, pp. 717 - 730 CONSUMER BEHAVIOR Required readings: Full list on Knowledge web site along with a selection of videos, - 97 - reports, articles. Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 98 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules PRODUCT MANAGEMENT & OPERATIONAL MARKETING Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0063 PRODUCT MANAGEMENT & OPERATIONAL MARKETING Crédits Credits Période d'enseignement Teaching period 5 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 3 93 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Lille, Paris, Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader BORZILLO Stefano Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description For every single company, Product - in its general description including products and services - is key. Whether the company is producing, distributing, exchanging, selling, reselling, importing or exporting products, its core activity is based on, related to, dependent from these products. The objective of this course is to give the student a global insight on product management, - 99 - product development and product marketing, three activities that are fundamental for a product or service company. The student will identify all the steps of the product life cycle and will understand how every department of a company (creatives, marketing, sales, finance, operations, etc.) do participate and interfere into the process of research, creation, development and commercialization of a product. As a future CEO, Sales Manager, Product/Category/Brand Manager, Marketing Manager or even CFO or COO, the student will appreciate to get this global vision on how all the departments and all the functions of a company do gravitate around its core business, the Product, and how do each department converge towards the same direction in order to achieve a common goal. This course, by giving the student a clear vision about how a company works, will help him finding in which area he will represent the more added value possible for his future company. The course will also help him entering into the job market with the right foot and adapting to his new company in the best delays thanks to a clear understanding of every department mission through the eye of product management. Thémes / Topics Product Management / Market research / Range analysis / Key product adoption meetings / Product briefing & development / Operational Marketing / Marketing package & Selling tools / Commercialization of a products range / Company organization / Conflict Management A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Students should have a clear idea about all the steps of the product life cycle and how all company departments interact with each other to reach a common company goal. Aptitudes cognitives / Cognitive skills Résultats d’apprentissage / Intended Learning Outcomes and Skills Students will be exposed to a range of company situations that should allow them to better understand how team management and conflict management enable a company to reach its goal despite all the internal tensions and divergent objectives that can exist between the company departments. Attitudes / Key transferable skills Students will develop their adaptability and their proactivity in the different situations that they will face during their professional life. They should also develop a better understanding of how problems and conflict can be solved, how individuals can better interact together, how can collaborative solutions be developed. Ethical and social understanding Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) LO1.1 : To recognize potential ethical dilemmas : LG1 : Graduates should behave as responsible managers in order to deliver sustainable performance in complex environments LO1.2 : To select the best course of action to follow in order to behave as responsible managers : LG1 : Graduates should behave as responsible managers in order to deliver sustainable performance in complex environments - 100 - LO4.2 : To apply theories and key concepts in the field of the management of knowledge assets, technological progress and innovation : LG4 : Graduates should be able to manage in the global knowledge economy LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 50 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Etude de cas - Case study, Rapport écrit / Dissertation - Report / Dissertation Contrôle continu Evaluation des étudiants Student Assessment 50 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies After introducing the key concepts of product management and reviewing all the steps of the product development process, the second part of the elective will focus on the operational marketing put in place to support the commercialization of a products range. The third part of the course will highlight the interactions between all the company departments during the product life cycle: the student will see that despite a single company goal, every department of this company has specific targets, missions and objectives to reach this common goal, which often results in tensions, frustrations and conflicts that must be overcome. Lectures obligatoires / Required readings: a list will be provided on the Knowledge platform References Site(s) web / Web sites Links are provided on the Knowledge course site Modalités de délivrance du cours (par campus si différent) - 101 - Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 9 3 - 102 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules SALES, NEGOTIATION & KEY ACCOUNT MANAGEMENT Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKCOR .0047 SALES, NEGOTIATION & KEY ACCOUNT MANAGEMENT Crédits Credits Période d'enseignement Teaching period 5 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 30 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 30 30 3 93 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type core Campus Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader SPIER Peter Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This courses will be divided into 2 15h-courses. SALES, NEGOTIATION This course aims to build on the techniques and approaches introduced in the mandatory sales course to further develop individual skills in sales. The course will be active, involving sales exercises throughout that will build confidence and technical competence. - 103 - It will lead to a Sales challenge, organized with partner companies, in which students will discover the range of opportunities available in sales and business development and test their selling skills with company representatives. This sales challenge has become a highlight of the programme. It provides an ideal platform for companies to share their approaches to sales and detect talent. For students it allows them to discover new companies, new sectors and new job opportunities. But for that, they must be prepared: hence this course. KEY ACCOUNT MANAGEMENT While most students will be more familiar with the world of B2C sales and marketing, a great deal of business is done in a B2B context, where there are good opportunities for those interested in business development. Indeed, those working for well-known fmcg companies like P&G, Mondelez, or Mars will be dealing not with consumers but with their channel partners. This course will introduce students to the world of B2B sales in general and more specifically to the role of the key account manager. They will learn to manage key accounts, to understand organizational decision-making processes, to develop strategies for working with key partners, to adopt a solution-selling, or consultative approach to sales in this context. Students will also be introduced to the methods of challenger sales methods that presuppose an ability to grasp the business issues facing a partner and provide proactive insight that will make you trusted agent. Thémes / Topics SALES, NEGOTIATION Sales methods: SPIN, solution selling, challenger sales/adapting to different sales situations and cycles/using buyer personas/building trust/using enquiry/understanding partnersdecision-making processes/techniques of persuasion/managing conflict/managing multi-party negotiations/adapting sales to sectors and partner companies KEY ACCOUNT MANAGEMENT Understanding the B2B context/understanding the role of the key account manager/analyzing key accounts/managing a portfolio of key accounts/developing an account business plan/ building trust/from consultative selling to challenger sales/ understanding the clients business and identifying new possibilities of development /negotiating with key accounts A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) SALES, NEGOTIATION Understand a range of techniques and approaches to sales KEY ACCOUNT MANAGEMENT Understand the issues associated with the management of strategic accounts Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills SALES, NEGOTIATION Use a range conceptual frameworks and approaches to better understand the sales process KEY ACCOUNT MANAGEMENT Use a range conceptual frameworks and approaches to better understand how to manage key accounts Attitudes / Key transferable skills SALES, NEGOTIATION Develop the ability to work successfully with a range of business partners on a range of - 104 - situations KEY ACCOUNT MANAGEMENT Develop the ability to grasp the concerns of a business partner and become a trusted agent Ethical and social understanding SALES, NEGOTIATION Understand the importance of values and ethics in the sales process KEY ACCOUNT MANAGEMENT Understand the importance of values and ethics in the KAM process Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 60 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Evaluation des étudiants Student Assessment 40 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Jeu d'entreprise / Business game - Etudes de cas / Case studies SALES, NEGOTIATION Overview of different sales methods: solution selling, challenger selling Preparing for a sale understanding the context, the market, the other party Using buyer personas Gaining insight and understanding through enquiry Developing a constructive and proactive attitude Building trust Adapting to different sales situations and sectors Dealing with objections Managing conflict Students will take part in sales exercises throughout involving a range of types of situation - 105 - and sector KEY ACCOUNT MANAGEMENT - Overview: understanding the B2B context and the missions of the KAM - Analyzing strategic accounts - Developing a key account strategy - Establishing an Account business plan - Becoming a trusted advisor - Using consultative and challenger sales methods - Identifying the issues facing a key account partner - Adressing those issues with the key account partner - Mapping and managing relations and influence in the partner company Bibliographie References Lectures obligatoires / Required readings : details provided on the Knowledge site Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 106 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules CRM Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKELE. 0126 CRM Crédits Credits Période d'enseignement Teaching period 2 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 12 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 12 12 0 36 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Paris Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader Gisele Dudognon Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This elective details the fundamentals of relationship marketing and how CRM is implemented by companies in order to make their customers satisfied and loyal. The course covers the various customer strategies and tactics, the CRM activities and applications, including the usage of social media (social CRM) that companies can implement. The overall is illustrated by many examples in class and by case studies - 107 - Thémes / Topics CRM. Relationship marketing A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) understand the pillars of CRM strategies, and more specifically what is a customer and how to treat him. Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills be able to identify elements of a good CRM strategy related to a specific business situation Attitudes / Key transferable skills analyze a business CRM strategy and identify to strong assets vs mistakes Ethical and social understanding be able to design a CRM strategy for various categories of customers and implement it. Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO4.2 : To apply theories and key concepts in the field of the management of knowledge assets, technological progress and innovation : LG4 : Graduates should be able to manage in the global knowledge economy LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 100 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Etude de cas - Case study, Présentation orale - Presentation Contrôle continu Evaluation des étudiants Student Assessment Méthodes Continuous Assessment 0 % préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Format de cours / Course format - 108 - 0% 50 % 50 % 0% 0% 0% 0% Nb midterms : 0 d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie Cours magistral / Lecture Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Etudes de cas / Case studies - Personal guided study 1. Introduction to the concept of CRM 2. The CRM marketing and sales strategies 3. Multichannel strategies and customer information management 4. Segmentation and CRM metrics 5. Overview of CRM technologies 6. Case studies presentations Lectures obligatoires / Required readings : Peelen Ed (2005) Customer Relationship Management, Prentice Hall References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules 0 The course will be delivered in seminar format Campus 0 0 5 3 - 109 - DECISION-MAKING MODELS IN MARKETING (ELECTIVE) Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKELE. 0104 DECISION-MAKING MODELS IN MARKETING (ELECTIVE) Crédits Credits Période d'enseignement Teaching period 3 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 20 20 2 60 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language If other Pré-Requis Prerequisite Responsable du cours Course leader DOLAIT Jean-Pierre Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This new course is designed for MSc students who have some background in or understanding of marketing principles and exposure to spreadsheet programs such as EXCEL. This course deals with concepts, methods, and applications of decision modelling to address such marketing issues as new product design and development, advertising and - 110 - promotion planning, key account decisions and optimization of strategic decisions.This course will attempt to provide some basic skills to translate conceptual understanding into specific operational plans: a skill in increasing demand in companies today Thémes / Topics See course plan A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand the role that analytical techniques and computer models can play in enhancing marketing decision making in modern enterprises. Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Feel comfortable with methods and software's used to help the decision making process of managers in Marketing but also in other functions of the company such as R&D, Manufacturing, Supply Chain and Finance Attitudes / Key transferable skills Make and communicate rational decisions in business Ethical and social understanding Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO3.1 : To produce clear, well organized verbal presentations : LG3 : Graduates should be able to communicate in an international environment LO3.2 : To produce clear, well organized written communication : LG3 : Graduates should be able to communicate in an international environment LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Evaluation des étudiants Student Assessment Non / No 100 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) QCM - Quizz Contrôle continu Continuous Assessment 0 % préciser nature / Explain type - 111 - QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format Cours magistral / Lecture Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Etudes de cas / Case studies 1- Decision making under uncertainty 2- Project management: PERT network analysis 3- Introduction to Linear Programming 4- Customer Lifetime Value in BtoB 5- Customer Lifetime Value in BtoC Lectures obligatoires / Required readings : None Lectures Recommandées / Recommanded readings : Gary L. Lilien, Arvind Rangaswamy and Arnaud DeBruyn (2007), Principles of Marketing Engineering, Trafford Publishers. Darmon, René Y., Leading the Sales Force: A Dynamic Management Process, Cambridge University Press, 2007 McGrayne Sharon Bertsch, The Theory that would not die, Yale University Press, 2011 Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus Sophia 0 0 6 3 - 112 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules - 113 - GRAPHIC DESIGN Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKELE. 0124 GRAPHIC DESIGN Crédits Credits Période d'enseignement Teaching period 2 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 12 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 12 12 0 36 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Paris Course open to students in exchange Exchange students not allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader FERRIES Fabrice Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This class will provide an overview of the design communication process including creative procedure, terminology, and technology, and will introduce the use of current computer applications. Students will gain skills in digital illustration and page layouts, and imagescanning and manipulation. - 114 - Thémes / Topics A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Résultats d’apprentissage / Intended Learning Outcomes and Skills This course introduces basic design practices used in presentation. Students will design and create projects that develop design skills useful in todays society. They will engage in the evaluation, discussion and activity of visual problem solving. Participants will gain skill in conceptual thinking and problem-solving while learning common computer and manual applications. Aptitudes cognitives / Cognitive skills Attitudes / Key transferable skills Ethical and social understanding Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 60 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Contrôle continu Evaluation des étudiants Student Assessment Méthodes d’enseignement Teaching Methods Plan de cours 40 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning TBD - 115 - Course Plan PERSONAL LAPTOP REQUIRED Bibliographie References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 116 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules LEGO SERIOUS PLAY SESSION Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKELE. 0123 LEGO SERIOUS PLAY SESSION Crédits Credits Période d'enseignement Teaching period 2 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 12 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 12 12 0 36 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Paris Course open to students in exchange Exchange students not allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader DEHLING Aurélie Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description LEGO® SERIOUS PLAY® is a technique where people use LEGO® bricks to follow through a series of structured exercises during which they build things that represent metaphorically their personal or business challenges. During this workshop, we'll work on personal development and innovation process. - 117 - Thémes / Topics A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Participants come away with skills to communicate more effectively, to engage their imaginations more readily, and to approach their work with increased confidence, commitment and insight. Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Attitudes / Key transferable skills Ethical and social understanding Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Non / No 100 % Final examination (Précisez la nature pour l'évaluation finale / Explain type for final examination) Etude de cas - Case study, Présentation orale - Presentation Contrôle continu Evaluation des étudiants Student Assessment Méthodes d’enseignement Teaching Methods Plan de cours Course Plan 0 % Continuous Assessment préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 0% 0% 0% Nb midterms : 0 Format de cours / Course format TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning 1. Personal development (3h) 2. Innovation process (6h) 3. Wrap-up (3h) - 118 - Bibliographie References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 119 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules PERFECT PITCH (ELECTIVE) Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKELE. 0059 PERFECT PITCH (ELECTIVE) Crédits Credits Période d'enseignement Teaching period 3 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 20 20 2 60 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Sophia Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader David WARD-PERKINS Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description This course is about concise, effective, persuasive communication. In today's business environment, you have to 'sell' your ideas, grabbing the attention of colleagues and customers, expressing your ideas briefly, with clarity and impact. In this course, you will learn how to master such communication even under pressure, how to interest and convince, in other words, how to 'make a pitch. - 120 - Thémes / Topics What is a 'pitch', and why is it important? How to preparing and structure your pitch; how to use emotional and rational registers and language; how to engage with your audience; how to get your point across. A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) You will understand better why and how communication is effective. You will have a better understanding of the techniques that people use to communicate well (actors, politicians, top business executives, etc.). Aptitudes cognitives / Cognitive skills Résultats d’apprentissage / Intended Learning Outcomes and Skills You will have a clearer awareness of your own capacities. You will realise that effective speaking is a skill that can be learnt, not by copying other people but by using your own inherent skills to advantage. Attitudes / Key transferable skills In addition to the above, you will learn to synthesise, to express complex ideas briefly and with clarity, to select the most essential ideas and find simple, accessible ways to express them. Ethical and social understanding You will have a better understanding of human interaction in high-pressure situations. You will understand that sincerity, clarity of thought and intellectual integrity in communication are more effective than 'rules', 'structures' and artificial modes of communication. Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives LO3.1 : To produce clear, well organized verbal presentations : LG3 : Graduates should be able to communicate in an international environment LO5.1 : To analyze and apply advanced concepts in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline LO5.2 : To assess a business issue and formulate solutions in a specialized discipline : LG5 : Graduates should be able to think critically and to assess business issues in a specialized discipline Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) 50 % Final examination Evaluation des étudiants Student Assessment Non / No (Précisez la nature pour l'évaluation finale / Explain type for final examination) Présentation orale - Presentation Contrôle continu Continuous Assessment 50 % préciser nature / Explain type - 121 - QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination Autre - Others 0% 0% 0% 0% 100 % 0% 0% Nb midterms : 0 Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Bibliographie References Site(s) web / Web sites TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Personal guided study The course will run over five sessions x 3 hours each. Sessions 1-3: - Study and analysis of examples - Basic principles of communication, covering the elements described above - Individual practice - Practice in small groups Sesssions 4 & 5: - Preparation and delivery of a pitch, under the teachers supervision (a group project, involving participation by each student). Lectures obligatoires / Required readings : There is no required reading list. Lectures Recommandées / Recommanded readings : Students are encouraged to read any published books on effective speaking, effective selling, etc., however to treat them with caution. Two possible publications: - Life's a Pitch, by Philip Delves Broughton - Small Message: Big Impact, by Terri Sjoden Nothing required. Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules 0 The course will be delivered on seminar format Campus Sophia 0 0 6 3 - 122 - - 123 - PUBLIC RELATIONS & EVENTS Code du cours Course Code Titre du cours Course title MSC.IMBM2.MKELE. 0125 PUBLIC RELATIONS & EVENTS Crédits Credits Période d'enseignement Teaching period 3 spring Charge de travail Student workload Face à Face Contact hours Distanciel Distance learning 18 0 Travail en équipe Team work Travail personnel Personal work Evaluation Charge totale de travail Total workload 18 18 3 57 Programme Program International Marketing and Business Development Départements Department Dept. Marketing Module - Type de cours Course type elective Campus Paris Course open to students in exchange Exchange students allowed Langue d'enseignement Teaching language Anglais / English If other Pré-Requis Prerequisite Responsable du cours Course leader KEUP Mady Belo Horizonte Nom des intervenants par campus Instructor(s) names by campus Lille Paris Sophia Suzhou Raleigh Other Descriptif du cours / Course description Using the UKs institute of Public Relations definition, PR is about reputation - the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. - 124 - Students will gain an understanding of the importance of public relations for companies, institutions and organisations, looking at different tools such as traditional as well as earned media relations. Event marketing is also widely used by PR professionals and marketeers alike and delivers an integrated brand experience and corporate communication to diverse audiences through B2B or B2C events through a great variety of formats (conferences, street marketing, exhibitions, incentives etc.). Thémes / Topics Media stakeholders, reputation management, corporate communications, earned media, influencers and opinion leaders, business events, live communications, trade fairs, public events, experiential marketing, event venues , incentive agencies, meeting planners, strategic meeting management A l’issue de la formation, vous serez capable de / As a result of this module, you will be able to: Connaissances / Knowledge and Understanding (subject specific) Understand a broad range of issues relating to PR and event marketing, such as understanding stakeholder needs and changing trends Résultats d’apprentissage / Intended Learning Outcomes and Skills Aptitudes cognitives / Cognitive skills Understand the importance , and the mechanics, of consistency in reputation management through PR and events Attitudes / Key transferable skills Design PR and event marketing strategies, with relevant tactics , that meet the needs of a specific organisation Ethical and social understanding Understand the importance of values and ethics in the communication process Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) / Indicate which learning objectives the course contributes to (based on the program curriculum mapping) Cours soumis à évaluation dans le cadre de l’Assurance of Learning pour l’année en cours ? Evaluation finale (DS) Final examination Non / No 60 % (Précisez la nature pour l'évaluation finale / Explain type for final examination) Evaluation des étudiants Student Assessment Contrôle continu Continuous Assessment 40 % préciser nature / Explain type QCM - Quizz Etude de cas - Case study Présentation orale - Presentation Rapport écrit / Dissertation - Report / Dissertation Participation - Class participation Examen intermédiaires - Mid-term examination - 125 - 0% 0% 0% 0% 0% 0% Nb midterms : 0 Autre - Others 0% Format de cours / Course format Méthodes d’enseignement Teaching Methods Plan de cours Course Plan Cours magistral / Lecture - TD / Tutorials Activités d’apprentissage / Learning activities Cours interactifs / Interactive lectures - Projet / Project-based learning - Etudes de cas / Case studies Indicative and subject to change: Understanding the role of PR Audiences addressed by the PR function in companies, institutions and organisations Characteristics, role and purposes of business events Supply: the event product Demand: Key markets for events Experiential marketing Technology tools Trends in event marketing Full reading list on Knowledge web site along with a selection of reports, cases and articles Bibliographie References Site(s) web / Web sites Modalités de délivrance du cours (par campus si différent) Course delivery modes (per campus if different) Nombre CM Amphi / Number of Lectures Durée CM Amphi (en heures) / Lecture duration (in hours) Nombre TD / Number of Tutorial classes Durée TD (en heures) / Tutorial class duration (in hours) Autres (Distance learning, etc…) (en heures) / Other (in hours) Campus 0 0 0 0 - 126 - 0 Préciser les spécificités de programmation (TD journée, cadencement spécifique des séances) / Specify if full-day tutorial class, different schedules - 127 -
