Le Grand Syllabus 2016/2017
A JOURNEY THROUGH INNOVATION : DEFINING FORMS, DISCOVERING PLACES AND EXPLORING THE TOOLS
Semester : Autumn Number of hours : 24 Language of tuition : English
An integrated management strategy for a digital brand made in small groups over the whole course (30%) ; Mini-lectures on benchmarks and case studies (30%) ; A short individual on a current subject (30%). Workload : Beyond the attention required for this topic, students will have to build a full plan for an online brand in connection with the actual management team. On top of that, students will group in pairs and present a short lecture on an interesting integrated brand management scheme they'll have chosen. Pedagogical method : The course combines 3 aspects : Theoretical classes on integrated brand management ; Group work centered on a step-by-step construction of a bespoke integrated brand management case ; Interactive sessions with outside speakers talking about their experience in brand management. Course Description : In our digitalized society, brands actions are scrutinized and vastly commented, in particular through social media. There is therefore a growing need for them to reclaim control by better managing their relationships with all parties. This course is based on the principles of IMC (integrated marketing communications). It shows how an integrated brand management process to ensure an overall relevance with the different audiences (consumers, internal, inﬂuencers, retail) and a better control on comments and judgments online needs to use disintegration techniques. The course covers all aspects of brand management : brand strategy, business targeting policy, message customization, channel planning, KPIs and evaluation methods, etc. It includes a reﬂection on the value and shortcomings of fully data-based approaches. The course combines theoretical knowledge, expert views and a real life case study on an existing start-up. Required reading : "Strategic Integrated Marketing Communications", Larry Percy ; “Kellogg on Integrated Marketing", Dawn Iacobucci ; “IMC,
Teachers : Camille GICQUEL (Rédactrice en chef web, Futuremag (ARTE)), Patrick ROULT (Head of High Performance, INSEP). Prerequisite : None Pedagogical format : Seminar Course validation : 10% group participation (10 minute speech). 40% group work (each group will work along with a start-up and will have to deﬁne and design an innovative online strategy). 50% essay (5 to 10 pages). Pedagogical method : 24 hours Course Description : Throughout this course, students will develop a deeper understanding of innovation theory, and create a greater sense of how such theories can be employed in practice. They will also have the opportunity to experience it themselves while understanding its limitations. Required reading : to be deﬁned.
BRAND COMMUNICATION IN THE DIGITAL AGE : INTEGRATED OR DISINTEGRATED
Semester : Spring Number of hours : 24 Language of tuition : English
Teachers : Eric GOULLET DE RUGY (Président, Red Guy). Prerequisite : At least a level 4 in English language. Pedagogical format : Seminar Course validation : The validation of the course's understanding is based on 4 criteria : Participation and interaction during class (10%) ; 1912