Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
R.ABRAMOVICH
Intervenant(s)
R.ABRAMOVICH
Présentation
Prérequis
- Basic understanding of consumer behavior concepts such as consumer decision marking process, beliefs, motivation, attitude formation, preference determination, intention to purchase, and shopping behavior.
- Basic concepts of marketing research: marketing research process, research approaches such as exploratory, descriptive, and causal, interview tecniques and design of interview guide, survey methodology, questionnaire design, and fieldwork mechanics.
- Basic marketing concepts such as segmentation, positioning, product portfolio, product-market matrix, and product life cycle.
- Knowledge in the design of marketing strategies and marketing mix elements
- Basic concepts of marketing research: marketing research process, research approaches such as exploratory, descriptive, and causal, interview tecniques and design of interview guide, survey methodology, questionnaire design, and fieldwork mechanics.
- Basic marketing concepts such as segmentation, positioning, product portfolio, product-market matrix, and product life cycle.
- Knowledge in the design of marketing strategies and marketing mix elements
Objectifs
At the end of the course, the student should be able to:
- Learn basic innovation Principles, concepts, and tools when designing a product/service offer and understand their role in the firm's market and technology competitiveness.
- Apply business model strategy and design-thinking as complementary approaches to generating business ideas and knowing how to research, prototype and hear user feedback to make ideas stronger and ready for launch. Running proof of concept and pitching ideas to potential investors.
1.B Successfully collaborate within a intercultural team
3.A Breakdown complex organizational problems using the appropriate methodology
3.B Propose creative solutions within an organization
4.C. Convey powerful messages using contemporary presentation techniques
6.A Thoroughly examine a complex business situation
6.B Synthesize multifaceted information from various sources across different functional fields
- Learn basic innovation Principles, concepts, and tools when designing a product/service offer and understand their role in the firm's market and technology competitiveness.
- Apply business model strategy and design-thinking as complementary approaches to generating business ideas and knowing how to research, prototype and hear user feedback to make ideas stronger and ready for launch. Running proof of concept and pitching ideas to potential investors.
1.B Successfully collaborate within a intercultural team
3.A Breakdown complex organizational problems using the appropriate methodology
3.B Propose creative solutions within an organization
4.C. Convey powerful messages using contemporary presentation techniques
6.A Thoroughly examine a complex business situation
6.B Synthesize multifaceted information from various sources across different functional fields
Présentation
- What is innovation, types, innovation management, linear approaches, exploratory methods
- Role of insights and converting raw information into product ideas - simulation
- Innovation strategy and innovation culture
- Business modelling: Business Model Canvas and Value Proposition Canvas
- Design thinking theory and Design Spring Role
- Hands on work driving an idea from concept to validation
- Articulating a pitch presentation to gain approval/ investment
- Role of insights and converting raw information into product ideas - simulation
- Innovation strategy and innovation culture
- Business modelling: Business Model Canvas and Value Proposition Canvas
- Design thinking theory and Design Spring Role
- Hands on work driving an idea from concept to validation
- Articulating a pitch presentation to gain approval/ investment
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 8,00 | Article questions, cases made together, presentation and debate, discusion around students personal customer experience. | |
| Coaching | 2,00 | Answering any questions individually. Checking and comments on the collective work. | |
| Travail personnel | |||
| Group Project | 20,00 | ||
| Charge de travail personnel indicative | 8,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 6,00 | ||
| Overall student workload | 44,00 | ||
Évaluation
*Highly practical course.
*Most of the evaluation will be based on the quality of the project and the exercises done in classe.
*Individual case write ups and eventually individual knowledge quizz to be done in class.
*Most of the evaluation will be based on the quality of the project and the exercises done in classe.
*Individual case write ups and eventually individual knowledge quizz to be done in class.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Projet Collectif | 0,00 | 0 | 60,00 |
| Contrôle continu | |||
| Contrôle continu | 0,00 | 0 | 20,00 |
| Exercices | 0,00 | 0 | 20,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Osterwalder, A. and Pigneur, Y. (2010) Business Model Generation. -
Knapp, J et al. (2016). SPRINT: How to generate ideas and solve problems in just five days by Google Ventures. -
HBR multiple Sources -
Knapp, J et al. (2016). SPRINT: How to generate ideas and solve problems in just five days by Google Ventures. -
HBR multiple Sources -
Ressources Internet
IESEG Online
DIG business growth simulation
I will use IESEG online platform. Please load in advance the list of students participating in the seminar.
Students need to have the printed material in hand every day for class.
HBR casesDIG business growth simulation