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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
BJ.BABIN
Stakeholder(s)
Barry BABIN
Présentation
Prerequisite
Competence using basic marketing terminology such as obtained in a principles of marketing class. Comfort orally presenting before a group and discussing course materials in English. A cursory understanding of the key elements of business strategy.
Goal
At the end of the course the student should be able to :
Understand the way people involved in business normally think
An ability to apply the creative – analytical problem solving process (CAPS)
Better able to effectively define problems and spot opportunities
An ability to apply a systematic process in effectively identifying and defining opportunities and problems
An Enhanced ability to generate large numbers of ideas
A working knowledge of five or more design ideation approaches
Understand the concept of relevance and use it to decide from among multiple creative opportunities.
Understand the way people involved in business normally think
An ability to apply the creative – analytical problem solving process (CAPS)
Better able to effectively define problems and spot opportunities
An ability to apply a systematic process in effectively identifying and defining opportunities and problems
An Enhanced ability to generate large numbers of ideas
A working knowledge of five or more design ideation approaches
Understand the concept of relevance and use it to decide from among multiple creative opportunities.
Presentation
Introduction to the pscyhology of solving problems and thinking in general.
The need for creativity in marketing.
Training in multiple cognitive tools enabling one to better understand the true nature of the decision-situation and to better describe the decision situation effectively in writing.
Ideation
Training in multiple Ideation Tools
What are the characteristics of successful innovations?
Using those characteristics to screen ideas.
Making decisions using relevance and an open mind.
The need for creativity in marketing.
Training in multiple cognitive tools enabling one to better understand the true nature of the decision-situation and to better describe the decision situation effectively in writing.
Ideation
Training in multiple Ideation Tools
What are the characteristics of successful innovations?
Using those characteristics to screen ideas.
Making decisions using relevance and an open mind.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 8,00 | Time Covering Basic Principles in Class | |
| Coaching | 8,00 | Coaching Students as They Learn and Apply Problem Definition and Ideation Tools | |
| Autoformation | |||
| Lecture du manuel de référence | 8,00 | Readings from articles that comprise the coursepack | |
| Recherche | 4,00 | Research to Complete in-class Assignments | |
| Travail personnel | |||
| Group Project | 4,00 | ||
| Individual Project | 4,00 | ||
| Charge de travail personnel indicative | 2,00 | ||
| Overall student workload | 38,00 | ||
Evaluation
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 35,00 |
| Présentation orale | 2,00 | 0 | 10,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 0 | 35,00 |
| Autres | |||
| Projet Collectif | 4,00 | 0 | 10,00 |
| Rapport écrit | 8,00 | 0 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Michalko, M. Cracking Creativity: The Secrets of Creative Genius. 10 Speed Press: Berkely, CA -
Kelley, T. and D. Kelley (2014), "Creative Confidence: the Path from Blank Page to Insight," Rotman Management, (Winter), 17-21. -
Kim , W.C. and R. Mauborgne (2004), "Blue Ocean Strategy," Harvard BusinessReview, October, 2-10. -
Almquist, E., J. Senior, N. Block (2016), "The Elements of Value," Harvard Business Review, Sep. 1, 3-9. -
Book above is recommended reading only. The reviews below are required:
Levitt, Theodore (1960), "Marketing Myopia," Harvard Business Review, July- August, 2-15. -Kelley, T. and D. Kelley (2014), "Creative Confidence: the Path from Blank Page to Insight," Rotman Management, (Winter), 17-21. -
Kim , W.C. and R. Mauborgne (2004), "Blue Ocean Strategy," Harvard BusinessReview, October, 2-10. -
Almquist, E., J. Senior, N. Block (2016), "The Elements of Value," Harvard Business Review, Sep. 1, 3-9. -
Internet resources