Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
L.VERDICKT
Stakeholder(s)
Laurence VERDICKT
Présentation
Prerequisite
Basic knowledge of Marketing management, Consumer Behavior and Marketing research
Goal
Learning Goal: Are competent in their field, rigourous and committed to quality.
Main objectives:
- Master the techniques and display expertise in the marketing field.
- Make professional quality oral and written presentations using the adapted tools.
At the end of the course, the student should be able to:
- Understand the critical role of innovation for companies and the opportunities and challenges of innovation to organizations
- Identify and recourse to the various sources of innovation
- Understand the New Product Development Process and apply it to real life cases
- Understand, describe and evaluate actual product innovations
- Master the new product launch process and monitoring
Main objectives:
- Master the techniques and display expertise in the marketing field.
- Make professional quality oral and written presentations using the adapted tools.
At the end of the course, the student should be able to:
- Understand the critical role of innovation for companies and the opportunities and challenges of innovation to organizations
- Identify and recourse to the various sources of innovation
- Understand the New Product Development Process and apply it to real life cases
- Understand, describe and evaluate actual product innovations
- Master the new product launch process and monitoring
Presentation
The role of innovation, its opportunities and challenges to corporations
- The role of marketing in the innovation process
- The various types and sources of innovation
- Consumers’ response to innovation
- The New Product Development process : from concept to actual offer
- The Launch of New Products and the monitoring of the results
- Key Success factors in product innovation, lessons from successes and failures
- A critical look at innovation and the new challenges to corporations (BOP marketing, ethics, globalization)
Illustrations: Nespresso, Apple, Geox, Uber, Airbnb, Tesla, Coca Cola Life, E-cigarettes (cases subject to revision)
- The role of marketing in the innovation process
- The various types and sources of innovation
- Consumers’ response to innovation
- The New Product Development process : from concept to actual offer
- The Launch of New Products and the monitoring of the results
- Key Success factors in product innovation, lessons from successes and failures
- A critical look at innovation and the new challenges to corporations (BOP marketing, ethics, globalization)
Illustrations: Nespresso, Apple, Geox, Uber, Airbnb, Tesla, Coca Cola Life, E-cigarettes (cases subject to revision)
Modalités
Organization
Type | Amount of time | Comment | |
---|---|---|---|
Présentiel | |||
Cours magistral | 12,00 | ||
Cours interactif | 4,00 | ||
Autoformation | |||
Lecture du manuel de référence | 14,00 | ||
Travail personnel | |||
Group Project | 10,00 | ||
Charge de travail personnel indicative | 10,00 | ||
Overall student workload | 50,00 |
Evaluation
- 4 case studies as homework, presented in class (group work)
- final essay (group work) : imagine and conceptualize a brand extension
- individual class participation
- final exam (individual)
- final essay (group work) : imagine and conceptualize a brand extension
- individual class participation
- final exam (individual)
Control type | Duration | Amount | Weighting |
---|---|---|---|
Contrôle continu | |||
Participation | 10,00 | 1 | 10,00 |
Examen (final) | |||
Examen écrit | 1,50 | 1 | 50,00 |
Autres | |||
Projet Collectif | 4,00 | 1 | 20,00 |
Etude de cas | 6,00 | 3 | 20,00 |
TOTAL | 100,00 |
Ressources
Bibliography
Le Marketing de l’innovation - LE NAGARD-ASSAYAG (Emmanuelle) et MANCEAU (Delphine) - Dunod, 3ème édition