Écoles, masters et doctorats / Schools, Masters and Doctorates / Enseignements / Teachings
mental skills and frameworks to ask themselves as future managers the key questions to help their brand navigate in today's risky waters Today, the majority of people would not care if two thirds of brands disappeared tomorrow. This points to the fact there is today a broken relationship between companies and individuals. Assessing the quality of real lasting values for consumers today is therefore critical. On the one hand, what is needed is to assess brand rational utility perception but also what the brand does for me at a personal level and what it does for us at a collective level. But identifying value is not enough it needs to be communicated properly in a digital world where conversation has become pivotal and the course will give participants a mental framework to help them assess the importance of brand experience and interactive communication . Required reading : Who cares wins (why good business is better business) David Jones FT Publishing/Pearson ; The tipping point (how little things can make a big difference) Malcom Gladwell /Back Bay Books ; Grow (how ideals powers growth and proﬁt at the world greatest companies) Jim Stengel /Deckel Edge.
dom of expression and freedom of the press in a democratic system (Class 1). Secondly, the course will cover some of the ethical challenges facing media in democratic societies, focusing on issues such as privacy, accuracy/ media bias, national security and hate speech. Case studies will focus on European and American media (Classes 2 & 3). Third, certain speciﬁc economic aspects of the media will be studied such as the media as a twosided market and competition in the market for news (Class 4). Fourth, the class will focus on the role of both traditional and new media in public policies and in election time and on the making as well as the impact of fake news on election campaigns (Classes 5 & 6). Fifth, the course will provide an analysis of various legal and political instruments which can be used to protect or to pressure media both in democratic and non-democratic countries. Different forms of economic pressure through ownership and advertising and their impact on media will also be studied. Examples will relate to media from Western Europe, the US, Russia and China (Classes 7-10). Finally, various aspects of media and development such as media as instrument in promoting economic growth and social development, role of media in ﬁghting corruption, media and corporate governance, government accountability and public good provision will also be discussed (Classes 11 & 12). The course is based on research papers by several European and American economists and will focus on the countries mentioned in the above description. Required reading : The Reader (on the website of the course) ; Abstracts of research papers mentioned in the syllabus for the relevant classes.
MEDIA & DEMOCRACY
Semester : Autumn Number of hours : 24 Language of tuition : English
Teachers : Philippe AGHION (Professor of Economics, Harvard), Bénédicte BERNER (Présidente du Conseil, Civil Rights Defenders), Joyce BESSIS, Ramzi GHANNOUCHI (Doctorant). Prerequisite : None Pedagogical Format : Lecture alone Course validation : Mid-exam will consist of four essay questions (50%). Final exam will consist of two shorter questions and one longer essay (50%). Course Description : The course will ﬁrst give a short historical perspective of the relationship between media and democracy by focusing on some of the major philosophical ideas and international conventions related to the role of free-
MEDIA AND POLITICS
Semester : Spring Number of hours : 24 Language of tuition : English
Opened to the exchange program
Teachers : Emiliano GROSSMAN (Associate professor). Prerequisite : None. 1523