Écoles, masters et doctorats / Schools, Masters and Doctorates / Enseignements / Teachings
Teachers : Anthony HAMELLE (Directeur des stratégies digitales). Prerequisite : Course taught in english Language ; a level 4 and more is required in english to register for this course. Pedagogical Format : Seminar Course validation : 25% of the ﬁnal grade will be based on a 10-minute oral exposé made during the class. 10% of the ﬁnal grade will be based on the student's participation in the class. 65% of the ﬁnal grade will be based on a 2-hour written exam made during the class. Pedagogical Method : 12 x 2 Course Description : Traditionally a brand is something that describes what the products it offers are ; that distinguishes its products from competing ones on the basis of their actual superiority or their perceived quality or beneﬁts ; that may even create some form of cultural token or badge value. It used to be that nothing interfered with how a brand would present itself or tell its story ; but consumers have gained a say in the matter over the past 20 years, communities have propelled new inﬂuencers or niche brands, retail giants have been disrupted by digital giants (the American GAFAM & the Chinese BAT), and the once oligopolistic media landscape has become a myriad of channels and touchpoints that need to be used in order to get a brand's message across. Required reading : The End of Power, Moisés Naim ; Linked, Albert Laszlo Barabasi ; Code, Lawrence Lessig ; How We Decide, Jonah Lehrer ; Trade publications : MIT Tech Review, Nieman Journalism Lab, A16Z, The Hustle, Ben Evans Newsletter.
Pedagogical Format : Seminar 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/ 1087
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)), Sandra MARRAO (Directrice