Le Grand Syllabus 2016/2017
Course Description : The class's aim is to give students the tools to create a complete digital strategy. We will cover the 4 main parts of a digital strategy : content, community management, e-commerce and innovation. Having studied each of these parts separately, under the practices of market leaders, we will see how to design and manage a digital strategy. Required reading : Newsletter « Petit Web » ; http ://thenextweb.com/ ; http ://www.l2inc.com ; Newsletter « Luxury Society Daily » ; http :// http ://www.inﬂuenth.com/.
will be subject to a consultation with the teachers during class. The case study is a written document. Guidelines will be given for the case study. Each group will also present their case study in a 20-minute oral presentation. The quality and relevance of the case study and the presentation will be taken in consideration for the ﬁnal evaluation. Required readings. Pedagogical method : Attendance and class participation. Course Description : "Le vin est senti par la nation française comme un bien qui lui est propre, au même titre que ses trois cent soixante espèces de fromages et sa culture." Roland Barthes, Mythologies, 1957. Sharing a glass of wine is probably the easiest way to break the ice in a French café. Yet, in France, wine is much more than just a social lubricant or a key to understand the local culture : wine is actually a part of the culture itself. The objective of this seminar is to understand the extent and the depth of the wine culture in France. French wines ﬁnd their origin at a time when France was still to be invented, hence wine is inbred in the country's genetic patrimony. Knowing the history of French wine is to know the history of France. The French sacralize the concept of “terroir," which still prevails in most of the current wine production and has become a central part in marketing strategies. Parallels can be drawn between the cult of “terroir” (attachment to the soil, the conviction that each wine is unique) and the idealized image of themselves perceived by the French. Ultimately, the restrictions of communication on alcoholic beverages (known as the Loi Évin) highlight the ambiguous sociological and moral relationship maintained by the French with their iconic drink. The intervention of numerous prominent guests (from a famous wine-loving geographer to international wine buyers and inﬂuential critics), the tasting of wines and different ﬁeldtrips (Champagne, wine shops, restaurants) will help students understand the intrinsic qualities of wine, the concept of “terroir”, and the cultural role played by wine at a local and a global level. Required reading : Jancis Robinson, Oxford Companion to Wine ; Jean-Robert Pitte, Bordeaux-Burgundy, A vintage rivalry, University of California Press, 2008 ; Benjamin Lewin M.W., What Price Bordeaux ? Vendange, 2009.
FROM FRENCH TERROIR WINES TO INTERNATIONAL BRANDS UNDERSTANDING THE CULTURE OF A FERMENTING INDUSTRY
Semester : Autumn Number of hours : 24 Language of tuition : English
Teachers : Philippe-Alexandre BERNATCHEZ (Responsable Marketing, Champagne Ayala), Sébastien BUREL (Rédacteur en chef - Vinomaniac.tv). Prerequisite : None Pedagogical format : Seminar Course validation : Case study conducted collectively in groups of 5-8 students. A 2,000-word paper or PPT (written paper 35%) ; a 30 min presentation (25%). Four cases : the contested supremacy of champagne in the sparkling wine market. Evaluate the pros and cons of organic versus sustainable farming and demonstrate which, in your opinion, will the most strongly inﬂuence the world of ﬁne wines in the near future. Launching a range of French wines in a foreign market. Analyze the keys to the success of wine bars in Paris, and can the same be reproduced in another major city of your choice. Reader's note : in a 1,000 words, analyze and comment one article selected from a list proposed by Philippe-Alexandre Bernatchez and Sébastien Burel (30%). Participation (10%). Workload : Case Study : st