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Our Degree Programs
Establishment
Language of instruction
English, French
Teaching content
MARKETING
Training officer(s)
E.GENTINA
Stakeholder(s)
Chris Delepierre (ChangeMaker et Creative Technologist chez Trézorium)
, Xavier Blocquel (Innovation and Corporate Governance Plan (ADIX)
Présentation
Prerequisite
- To master the basics of marketing management.
Goal
At the end of the course, the student should be able to:
- Understand what social entrepreneurship / innovation is (AOL 2)
- Identify the challenges facing marketing practitioners with regards to the development, communication, and evaluation of social entrepreneurship initiatives (AOL 2 and 3), and generate sustainable solutions for the organization, through a concrete project (AOL2 and AOL3)
- Working in a team on a concrete project with a company (AOL 4)
- Integrate into an international and intercultural environment (AOL1)
*The course will be illustrated with a concrete project with a company.
- Understand what social entrepreneurship / innovation is (AOL 2)
- Identify the challenges facing marketing practitioners with regards to the development, communication, and evaluation of social entrepreneurship initiatives (AOL 2 and 3), and generate sustainable solutions for the organization, through a concrete project (AOL2 and AOL3)
- Working in a team on a concrete project with a company (AOL 4)
- Integrate into an international and intercultural environment (AOL1)
*The course will be illustrated with a concrete project with a company.
Presentation
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) use existing technology to create superior value through better business model design and new consumption uses.
This course will give students an overview on what innovation is all about, starting from the notion of creativity and brainstorming, to consumer insight (active listening, ethnography, individual or collective interviews). Consumer insight emerge as powerful fools to find relevant ideas and innovations.
The purpose of this class for the students is to:
- 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
- Be familiar with 2019-2020 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
Students will work hands-on to develop an innovation project based on a new service (related to service functionality and collaborative consumption) in a perspective of social entrepreneurship.
This course will give students an overview on what innovation is all about, starting from the notion of creativity and brainstorming, to consumer insight (active listening, ethnography, individual or collective interviews). Consumer insight emerge as powerful fools to find relevant ideas and innovations.
The purpose of this class for the students is to:
- 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
- Be familiar with 2019-2020 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
Students will work hands-on to develop an innovation project based on a new service (related to service functionality and collaborative consumption) in a perspective of social entrepreneurship.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| Interactive class | 16,00 | Participation is highly encouraged. | |
| Coaching | 4,00 | ||
| Independent study | |||
| Group Project | 5,00 | A group project based on a new service (social entrepreneurship). | |
| Overall student workload | 25,00 | ||
Evaluation
- A group project based on a real-world business project based on an innovation in the field of "servicization" (a new service in the field of social entrepreneurship) (an oral defense in front of a startupper, a manager in the field of innovation).
- Active and relevant participation (individual assessment.
- Active and relevant participation (individual assessment.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Continuous assessment | |||
| Participation | 0,00 | 0 | 20,00 |
| Others | |||
| Group Project | 4,00 | 1 | 80,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Le Nagard-Assayag, E., Manceau, D., Delerm, S. (2015). Marketing de l'innovation, Dunod, Paris Trott, P (2017). Innovation Management and New Product Development, 6th Edition, Pearson, Paris -
Revues professionnelles : Points de vente, L.S.A, Linéaires, Marketing Magazine,… -
Revues professionnelles : Points de vente, L.S.A, Linéaires, Marketing Magazine,… -