Le Grand Syllabus 2016/2017
Course validation : Your job interview and the feedback I will get from the company, your participation and energy. 50% lecture, 50% class participation. Workload : One speed dating interview with a digital brand at the last session. Pedagogical method : The course is structured around 3 key moments in a compact format, therefore 3 sessions only of 4 hours each. The ﬁrst session is about gathering and understanding the key tools for analysing a brand, the second session is aimed at giving you tools for disruptive thinking and fostering your imagination and creativity about a brand and the last session is more speciﬁcally geared to making the best of the two previous sessions in a job interview where after practising and rehearsing you will meet the HR, Marketing and Communication managers of a digital brand looking for Sciences Po students to convince them that you are the best for the position. Course Description : Most Sciences Po students are looking for their ﬁrst full time job after S3, it's therefore time to apply all the knowledge gathered to a single purpose : be on the short list and win the pitch. A quick and thorough appraisal of the dream brand you want to work for, disruptive and creative thinking techniques and a real interview that will put you in the driver's seat in front of brand and communication or hr managers, this is what you will get in this compact format of 3 sessions (4 hours each) hence a brand assessment bootcamp Required reading : Blue Ocean Strategy, W Chan Kim, Renée Mauborgne ; Join the Conversation, Joseph Jaffe ; The Tipping point, Malcolm Gladwell.
Course validation : This module of 24 hours (12 x 2 hours) is validated by 4 credits. Active participation to the sessions & oral presentation (30%) ; Business case presentation (35%) ; Written exam (35%). Business case : students, split into teams of 3/4 members, will be briefed during session on the base of this brief and their team work, each group will need to present their case in front of a jury at the end of the semester. The 2 last sessions of the workshop will be grouped into 1 session of 4 hours so that a jury can review, compare and evaluate all team works. Pedagogical method : Brands International Management workshop is built around 12 sessions (including the 2 last ones dedicated to the business case reviews), lasting 2 hours each and organized in 3 sequences as follows : Oral presentations (students) : from the 3rd session onward, each workshop will start with a 20 min presentation done by 2/3 students, followed by questions from the teacher and the other students for 10 minutes. The students will be evaluated on their capacity to master their subject and to present their argumentation in a living, factual and synthetic manner. The subjects of all 8 oral presentations will be allocated in advance, during the 1st session. Lectures : an hour of tutorial will follow, through a presentation in link with the session main topic. This presentation will be done by the teacher alone and/or together with external speakers coming from the business world (in relation with the session theme). Q&As : the last part of the workshops will be dedicated to questions about the tutorial and/or the theme of the day. The students will need to come prepared and be familiar with the subject in order to actively participate to the exchange at each session. Course Description : In very competitive contexts, brands need to achieve cut through to reach and engage end consumers : they need to underline their unique / different / better credentials.On one hand, recent business organizational changes show that companies are answering this need by creating management positions with full responsibility over the strategy and P&L on smaller/ average brand business units.This so-called
BRANDS INTERNATIONAL MANAGEMENT
Semester : Autumn Number of hours : 24 Language of tuition : English
Teachers : Boris JANICEK (General Manager Clinique France - FMCG & Selective Brands expert (L'Oréal & Estée Lauder Cies)). Pre