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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
ENTREPRENEURSHIP
Training officer(s)
D.DERVAL
Stakeholder(s)
D.DERVAL
Présentation
Prerequisite
Innovation fundamentals.
Goal
At the end of the course, the student should be able to:
- Identify and segment personas
- Spot the real competitors and best positioning
- Understand and apply the brand codes
- Target Influencers and use brand ambassadors
- Communicate at the right moment using Wait Marketing
- Detect Trends and predict purchasing behaviors
- Identify and segment personas
- Spot the real competitors and best positioning
- Understand and apply the brand codes
- Target Influencers and use brand ambassadors
- Communicate at the right moment using Wait Marketing
- Detect Trends and predict purchasing behaviors
Presentation
A) INNOVATION AND USER EXPERIENCE
- Identify and segment personas
. the Red Bull case (part 1)
. the Diesel case
- Spot the real competitors and best positioning:
. the Porsche case
. the Nespresso case
- Understand and apply the brand codes
. the Hermès case
. the Apple case
B) INNOVATION AND MARKETING ACTIVATION
- Target Influencers and use brand ambassadors
. the Montblanc case
. the Wechat case
- Communicate at the right moment using Wait Marketing
. the Michel et Augustin case
. the Red Bull case (part 2)
- Detect Trends and predict purchasing behaviors
. the Grand Optics case
. the Amazon case
- Identify and segment personas
. the Red Bull case (part 1)
. the Diesel case
- Spot the real competitors and best positioning:
. the Porsche case
. the Nespresso case
- Understand and apply the brand codes
. the Hermès case
. the Apple case
B) INNOVATION AND MARKETING ACTIVATION
- Target Influencers and use brand ambassadors
. the Montblanc case
. the Wechat case
- Communicate at the right moment using Wait Marketing
. the Michel et Augustin case
. the Red Bull case (part 2)
- Detect Trends and predict purchasing behaviors
. the Grand Optics case
. the Amazon case
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 6,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 6,00 | ||
| Stage | |||
| Visites | 2,00 | ||
| Travail personnel | |||
| Group Project | 2,00 | ||
| Overall student workload | 16,00 | ||
Evaluation
Participants will apply the learnings to a given brand and present their analysis and recommendation in groups at the end of the course.
Ressources
Bibliography
Derval D. (2010) The Right Sensory Mix: Targeting Consumer Product Development Scientifically. Springer. -
Derval D. (2018) Designing Luxury Brands: The Science of Pleasing Customers’ Senses. Springer. -
Derval D. (2018) Designing Luxury Brands: The Science of Pleasing Customers’ Senses. Springer. -
Internet resources