INNOVATION
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
Innovation fundamentals.
At the end of the course, the student should be able to:
– Identify and segment personas
– Spot the real competitors and best positioning
– Understand and apply the brand codes
– Target Influencers and use brand ambassadors
– Communicate at the right moment using Wait Marketing
– Detect Trends and predict purchasing behaviors
A) INNOVATION AND USER EXPERIENCE
– Identify and segment personas
. the Red Bull case (part 1)
. the Diesel case
– Spot the real competitors and best positioning:
. the Porsche case
. the Nespresso case
– Understand and apply the brand codes
. the Hermès case
. the Apple case
B) INNOVATION AND MARKETING ACTIVATION
– Target Influencers and use brand ambassadors
. the Montblanc case
. the Wechat case
– Communicate at the right moment using Wait Marketing
. the Michel et Augustin case
. the Red Bull case (part 2)
– Detect Trends and predict purchasing behaviors
. the Grand Optics case
. the Amazon case
