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Our Degree Programs
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
At the end of the course, the student should be able to:
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
- Understand, describe and evaluate actual product innovations
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
- Understand, describe and evaluate actual product innovations
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, Sustainability, Co-creation)
Illustrations: Nespresso, Apple, Uber, Airbnb, Tesla, Glossier, 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, Sustainability, Co-creation)
Illustrations: Nespresso, Apple, Uber, Airbnb, Tesla, Glossier, 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 | 4,00 | ||
| Travail personnel | |||
| Group Project | 20,00 | Readings and preparation of case studies that will be assigned during the week for class discussion and final written report | |
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
- 3 case studies prepared out of class and presented in class if selected (group work)
- individual class participation
- final written project (group work) to be sent one week after the last session
Feedback on cases: in writing (by mail) on the graded case, orally in class on the presentations.
- individual class participation
- final written project (group work) to be sent one week after the last session
Feedback on cases: in writing (by mail) on the graded case, orally in class on the presentations.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Collectif | 10,00 | 1 | 50,00 |
| Etude de cas | 10,00 | 3 | 40,00 |
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Le Marketing de l’innovation - LE NAGARD-ASSAYAG (Emmanuelle) et MANCEAU (Delphine) - Dunod, 3ème édition -
Internet resources