Écoles, masters et doctorats / Schools, Masters and Doctorates / Enseignements / Teachings
LARD (Directeur de la stratégie, Dentsu Aegis Network). Prerequisite : At least, level 4 in English. Pedagogical Format : Lecture alone Course validation : Students will be evaluated at the end of the module with a written test that will allow them to show the good understanding of the main concepts and ideas of the course (40%). They will also have to prepare in advance an oral presentation in group about a current media topic (25%). A quiz will also be handed out during our course to test knowledge and comprehension (25%). Finally, the ﬁnal grade will take into account the students' participation throughout the course (10%). Pedagogical Method : Lecture Course : 24 hours : 12 x 2 hours. Course Description : Media are changing in a digital era. Today, the relationship between consumers and brands has critically evolved and everything has changed. New stakes and new models emerged : Social media, geo-localization, e-reputation. In this module, media will not be studied one by one, but globally. In each module, stakes of creativity, innovation and economic model will be studied. International guests will provide their experience and vision on how the world is evolving through media. Required reading : Roberts, Kevin, Sisomo : The Future On Screens.
Workload : This course requires a consistent preparation work both in group and individually. Pedagogical Method : The course is divided between 12 sessions (12 x 2h each), with a clear theme them each, covering all the aspects of media and digital international landscape. media industry, key strategic actors, challenges and issues of the industry, mediaplanning methodology, practice and case studies ; each lecture will include discussions, group work, class – assignments. High executive guest speakers will also be invited to share their recent strategic issues with the class. Course Description : This course provides an introduction to the media industry, offering an in-depth knowledge and practices in a changing environment and an evolving business model. It will allow students to understand the dynamics, the biggest actors (GAFAs and other giants), the macroeconomic evolutions, the technology and creative trends, the upcoming challenges (Data, Ethics and transparency, Artiﬁcial Intelligence, Virtual Reality.). The course exposes the basics of engagement through media (connexion and mediaplanning) and how brands can create relevant strategies in a digital world. Required reading : Dr BALUSSEAU, Vincent PhD Philosophy, Marketing Sciences ; HUGON Stéphane, Sociologist, co-founder at Eranos. ; SALLOWS, James, Chief Insight Ofﬁcer IPG Mediabrands EMEA ; SOLLY, Laurent, Managing Director, facebook France ; DURAND Emmanuel, Managing Director, Snapchat France.
MEDIA NEW FORMULA : HOW TO ENGAGE WITH AUDIENCE IN THE DIGITAL AGE ?
Semester : Autumn Number of hours : 24 Language of tuition : français et anglais
MÉDIA, EXTENSION DU DOMAINE DE LA MARQUE
Semestre : Automne Nombre d'heures : 24 Langue d'enseignement : français
Teachers : Thomas JAMET (CEO, MEDIABRANDS France), Guillaume THEAUDIERE (Directeur Business Intelligence IPG Mediabrands). Prerequisite : Course taught in English Language : a level 4 and more is required in English Language to register for this course. Pedagogical Format : Seminar Course validation : Lecture : 1/3 of total grade (individual participation), 1/3 on written assignment, 1/3 group work.
Enseignants : Marc GONNET (Directeur de la Stratégie, Lagardère Active). Prérequis : L'enseignement ne nécessite pas de pré-requis particulier. Format pédagogique : Séminaire Mode de validation : Ce module est validé par 4 crédits. L'évaluation des étudiants reposera sur : la moyenne de la note de participation individuelle lors des séances et de la note de travail en groupe. Notation individuelle (40% de la note) : 10% assi1525