INNOVATIVE DECISION MAKING FOR MARKETING STRATEGY
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
Competence using basic marketing terminology such as obtained in a principles of marketing class. Comfort orally presenting before a group and discussing course materials in English. A cursory understanding of the key elements of business strategy.
At the end of the course the student should be able to :
Understand the way people involved in business normally think
An ability to apply the creative – analytical problem solving process (CAPS)
Better able to effectively define problems and spot opportunities
An ability to apply a systematic process in effectively identifying and defining opportunities and problems
An Enhanced ability to generate large numbers of ideas
A working knowledge of five or more design ideation approaches
Understand the concept of relevance and use it to decide from among multiple creative opportunities.
Introduction to the pscyhology of solving problems and thinking in general.
The need for creativity in marketing.
Training in multiple cognitive tools enabling one to better understand the true nature of the decision-situation and to better describe the decision situation effectively in writing.
Ideation
Training in multiple Ideation Tools
What are the characteristics of successful innovations?
Using those characteristics to screen ideas.
Making decisions using relevance and an open mind.
