École du management et de l'innovation, Master in Economics and Business
•Use tools for managing brands : learn to measure brand image, brand equity and brand value, •Create a strong brand identity : how to integrate marketing strategy (segmentation & positioning), brand elements, the 4Ps, •Maximize the value of existing brands : strategies for brand revitalization, brand extensions, “cult brands”, role of private labels and global branding. Required reading : Kapferer, Jean-Noël, The new strategic brand management. Creating and sustaining brand equity long term, Kogan Page, 2008 (4th edition).
addressing risks such as corruption, antitrust, reputation, conﬂicts of interest. Required reading : Working Group on Bribery, OECD, Good Practice Guidance on Internal Controls, Ethics, and Compliance (2010) (‘‘OECD Guidance'') available at http ://www.oecd.org/ investment/briberyininternationalbusiness/antibriberyconvention/44884389.pdf ; A Resource Guide to the U.S. Foreign Corrupt Practices Act, Criminal Division of the U.S. Department of Justice and the Enforcement Division of the U.S. Securities and Exchange Commission (Nov. 2012) (‘‘FCPA Guide''), at 57–63, available at http ://www.justice.gov/criminal/fraud/fcpa/guidance/ ; U.K. Ministry of Justice, the Bribery Act of 2010, Guidance about procedures which relevant commercial organisations can put into place to prevent persons associated with them from bribing (2011) (‘‘U.K. Bribery Act Guidance''), available at http ://www.justice.gov.uk/downloads/legislation/bribery-act-2010-guidance.pdf ; Transparency International, Business Principles for Countering Bribery (‘‘Transparency International Principles''), available at http ://www. transparency.org/whatwedo/publication/business_principles_for_countering_bribery.
BUSINESS ETHICS AND COMPLIANCE
Semester : Autumn Number of hours : 24 Language of tuition : English
Opened to the exchange program
Teachers : Piergiorgio PEPE (Director Ethics & Compliance, AbbVie Pharmaceuticals). Prerequisite : None. Pedagogical format : Seminar Course validation : Participation in class : 10% ; Group home work : 40% ; Final exam : 50% Workload : 12 seminars of two hours each (24 hours). Credits : 4. Pedagogical method : The course will include lectures, case studies, interactive debates, group works and will feature guest speakers from the industry and other compliance professionals. Course Description : "Business Ethics and Compliance" programs have been developed by corporations to meet regulatory requirements and mitigate legal risks and to strengthen their organizational ethical culture which provides for sustainable development, innovative business opportunities and competitive advantage. Corporations require their leaders to fully understand ethical and compliance matters. This course will enable the audience, as future business leaders, to gain theoretical/practical knowledge on ethical thinking and apply them to practical cases and models for business decision-making ; design, implementation, monitoring and continuous improvement of effective compliance programs
Semester : Spring Number of hours : 24 Language of tuition : English
Opened to the exchange program
Teachers : Christophe PAILLARD (Head of the department of business intelligence, cybersecurity and information protection of the Security, Defence and Business intelligence Directorate of the French Ministry of Environment, Energy and the Sea). Prerequisite : None Pedagogical format : Elective Course validation : Continuous assessment grade : individual case study (35%), group case study (35%), memo (30%). Workload : 12 seminars of two hours each (24 hours). Credits : 4. Pedagogical method : Lecture and case studies. Course Description : Business intelligence is the action of deﬁning, gathering, analysing, and dis2053