Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
L.VERDICKT
Intervenant(s)
Laurence VERDICKT
Présentation
Prérequis
Basic knowledge of Marketing management, Consumer Behavior and Marketing research
Objectifs
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
Présentation
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
Organisation
| 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 | ||
Évaluation
- 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
Bibliographie
Le Marketing de l’innovation - LE NAGARD-ASSAYAG (Emmanuelle) et MANCEAU (Delphine) - Dunod, 3ème édition