Collège universitaire / Undergraduate Program / Enseignements / Teachings
mediation (2nd edition, Elsevier, 2007) and from additional readings. Therefore the students should expect to spend at least 2 hours to prepare each session. Pedagogical Method : Class is an opportunity for illustrating and discussing further the concepts presented in the readings and it is therefore interactive. Students will work in team (ideally 3 students) to prepare oral presentations. The topic of the presentations will mainly focus on discussing the issues related to the ongoing banking and ﬁnancial crisis. Assessment : Weekly pop quiz 20%. Final Comprehensive quiz 30%. Presentation 50%. Course Description : This course aims at providing an understanding of the transformation at work in banking sector since the “subprime” crisis and the European sovereign debt crisis. The course will ﬁrst focus on the US banking and ﬁnancial system since the “subprimes” crisis started there with the disruption of the subprime market. It will explain the basics of banking management and the major characteristics of the US banking system speciﬁc to the US and shared by the European banking systems. A special attention will be dedicated to the Basel Accord. Basel III is fully implemented at the European level and we will discuss the merits of the changes introduced in the light of the crisis. We will also discuss the merits of the government and monetary authorities' intervention and its potential negative consequences in particular the different European rescue plan to “save” the Euro area and the European banks and to what extent the European Banking Union will overcome them. The course begins with a brief overview of the ﬁnancial system and a presentation of the nature banking activities. Explaining the basics will help students understanding the apparent complexity of the contemporary banking and ﬁnancial system. Required reading : Students are expected to read before class the indicated chapters from the textbooks : Mishkin F. S (M), The Economics of Money, Banking and Financial Markets, (11h edition, Pearson Addison Wesley, 2016) and Greenbaum & Thakor (GT), Contemporary Financial Intermediation (2nd edition, Elsevier, 2007) and from additional readings. Therefore the students
should expect to spend at least 2 hours to prepare each session.
MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT
Semester : Autumn Number of hours : 24 Language of tuition : English
Teachers : Marc AUZANNEAU (CRM Practice Leader, IBM France). Pedagogical Format : Elective Course validation : The students will be divided into several groups. They will have to interview professionals working in the marketing domain as well as perform case study presentations. Teamwork (15% of ﬁnal grade) will be a focus, as well as personal participation (50%) and ﬁnal exam (35%). Course Description : In the frame of the « Marketing and Customer Relationship Management » conference, the students will get familiarized with the main principles of both Marketing and Customer Relationship Management, as well as their impact on the current economic, social and technological environment. The following subjects will be raised : Marketing strategy. Product marketing (strategic planning, the “4Ps”, product life cycle management). Customer Relationship Management and Customer marketing (buying behaviors, customer life cycle, segmentation, targeting and positioning). Marketing and promotion. Main principles of both qualitative and quantitative surveys - Case studies. The value of brands. Digital Marketing. These subjects will be studied both theoretically and pragmatically, using appropriate case studies in line with both social and economic context : L'Oréal (Marketing Strategy), Apple (new product launch - iPhone, iPad), Procter & Gamble (how to promote non “differentiated” products), Facebook (viral marketing and Web 2.0), AirBnB, Nike (no need to display the brand name anymore). Exter381