Écoles, masters et doctorats / Schools, Masters and Doctorates / Enseignements / Teachings
d'actions et de projets à travers les commandes publiques d'aménagement et de planiﬁcation où le paysage devient une constituante de la pensée urbaine. Lectures principales demandées : Masboungi (Ariella) ss la dir. , Penser la ville par le paysage, ED de la Villette, 2002.
P2P : Challenging Extremism (P2P), is a global university initiative sponsored by the U.S. Department of State and tech giant Facebook. Your challenge, as a team playing the role of a creative agency, is to design a campaign to counter the online presence and narrative of prejudice, hate speech and extremism. The focus will be on fulﬁlling speciﬁc objectives designated by the sponsors, listed in a Project Brief. A hands-on assignment, P2P challenges student teams to develop and implement tactical social media and digital strategies in the form of an initiative, product or tool to counter the online presence of extremism. It enables them to gain hands-on experience and improve skills in leadership, public speaking, client relations, teamwork, business writing, project management, organizational skills, budget management and more. The course will be co-designed with the students, with faculty proposing a set of content for stutents to prioritize and modify as needed. This may include but is not limited to : market research, marketing strategy, campaign design, advertising, public relations, budgeting and project planning. Client Objectives : The client's objectives are speciﬁc to a communication challenge associated with reaching a deﬁned target audience. The objectives the client has chosen may range from achieving levels of awareness, to inﬂuencing behavior, to building preference for their brand over others. Before the team begins building any strategies, tactics, slogans or any marketing initiative, product or tool, the team must have a complete understanding of the objectives, an agreement with the client on what the team will be expected to accomplish (Project Brief) and how the results will be measured (Program Scorecard). Deliverable : Marketing Program : Based upon speciﬁc client objectives, students will research the target audience, create an integrated campaign and submit a plan for review. Upon review and approval, the student team will be provided an operational budget to execute their strategy and measure success, as well as Facebook Ad Credits for the project. This program is a unique, innovative and rigorous training ground where students learn by doing. Required reading : to be deﬁned. 1589
PEER TO PEER INTERNATIONAL WORKSHOP : CHALLENGING EXTREMISM
Semester : Spring Number of hours : 24 Language of tuition : English
Teachers : Benjamin PUYGRENIER, Daniel SALTSMAN (Consultant Senior, Havas Worldwide Paris). Prerequisite : None Pedagogical Format : Seminar Course validation : Students will be organized in teams to cover all the aspects of the campaign. Each team will work on a speciﬁc aspect of the project, will challenge other teams and will be challenged in a peer-review framework. Regular updates will be set up with the teacher. The ﬁnal goal for every student being to produce the campaign, which got the most impact and be selected by the client to participate in the ﬁnal presentation. Workload : Each team is expected to work about 4 hours a week to share results during each session. Pedagogical Method : This course has been labelled as a “PSIA pedagogically innovative course” : - Course taught as part of a global university initiative and competition sponsored by the U.S.Department of State and Facebook. - Development of strong team work and peers management skills in an international context. - Comprehensive training in the fundamentals of an integrated marketing and communications campaign. Course Description : This course has been labelled as a “PSIA pedagogically innovative course” (see below pedagogical format for further information)