Paris Summer Programme. Course descriptions Pairing 2

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1 Course descriptions Pairing 2 This document offers a first detailed overview of the courses offered in English for exchange students in the Paris Summer Programme. It represents the current syllabus of each course to date and cannot be considered as a contractual document before the beginning of the Summer Programme. ESSCA reserves the right to carry out slight modifications to any/all of its courses. Overview Pairing 2 Economic Intelligence & Strategy Digital Culture, Innovation & New Markets Economic Intelligence & Strategy Course coordinator: Paul Evensen E mail: paul.evensen@essca.fr Teaching language: English Total number of hours: 45 ECTS credits: 6 Prerequisites: Presentation The course of competitive intelligence is intended to provide students the different missions and strategic issues of competitive intelligence: intelligence (environmental analysis, e-reputation, technological, social, etc.), analysis (strategy and decision support), risk management and influence. Theoretical information will be completed by practical applications and case studies as pertaining to the French and European models. In addition to course work, different on site visits including the Paris École Militaire (military academy) and its École de guerre économique (Economic War School) may be included in the program. Objectives Understanding the concept of competitive intelligence Creating your own information system Defining intelligence needs Understanding knowledge management issues 1

2 Comprehending networking, lobbying and influence Understanding risk management Gaining awareness of institutions and competitive intelligence networks in France Content Please note that each topic is rounded out / completed by a practical application of the day s topic in the form of a case study based on corporate examples. Introduction o Concepts of competitive intelligence o Competitive intelligence: which competencies? o Small group discussions: why do you need a business intelligence center? Decision-Making o What is decision-making? o Small group discussions: decision-making processes o Decision-making: analysis & synthesis Information Systems o What are information systems? o Information systems : examples Strategy o Fundamentals o Small group discussions : strategy & competitive intelligence o Strategy : analysis & synthesis o Future prospective & possibilities Intellectual Property o Intellectual property: context o Small group discussions: religion in the workplace : free movement of workers in the EU o French and European institutions o European laws: challenges in a changing world Risk Management o What is risk management? o Small group discussions: risk management o Financial risks Influence & Lobbying o Lobbying: definitions & context o Small group discussions: lobbying for love o What is territorial intelligence Assessment Active participation is obligatory. There is no final examination for this course. Students will receive their assessment based on the criteria explained to them at the beginning of each part of the course. Assessment methods are of course based on students performance during case studies and presentations, but also on their proven ability to 2

3 make use of and master the information and techniques dealt with in the course sessions during application exercises and role plays. Weighting 50 % Case studies / application exercises 50 % Written research report Bibliography Turban, E., R. Sharda, D. Delen, D. King. Business Intelligence (2nd Edition). Pearson, Aboiron, J. Management stratégique et financier. Aboiron et associés, Paris,

4 Digital Culture, Innovation & New Markets Course coordinator: Paul Evensen E mail: paul.evensen@essca.fr Teaching language: English Total number of hours: 45 ECTS credits: 6 Prerequisites Introduction to management; Introduction to and/or Fundamentals of Marketing Familiarity and mastery of internet browsing and other techniques goes without question. Learning Objectives The effect of the Internet and related new technologies on business is more profound than that of any prior invention. The main objective of this course is to focus on how these new technologies are radically shaping the innovation process of multinational companies. The program highlights, for example, the great impact of the alwaysconnected and multitasking Y Generation consumers, who lead companies to co-create new products. It also demonstrates how Fablabs and 3D printers are revolutionizing innovation prototyping. Moreover, it exposes how new communication strategies, which integrate mobile devices and social media, has become a critical factor underpinning successful innovation. This course provides an experienced-based approach to the digital driven innovation process of multinational companies through an innovation project carried out by multicultural student teams during the program and through the visit of innovative companies related to the subject. Course Contents This course develops students knowledge in the impact of the digital culture on the different steps of the innovation process: Consumers trends: GenY, GenZ, etc. Competitive intelligence: dashboard creation, and so on Idea generation and experimentation: rapid prototyping, etc. Communication: mobile marketing, blog marketing, social media marketing for innovations, and so on Course Schedule 6 hours sessions regularly organized during the program Skills to be Acquired Ability to contribute to a digital driven innovation project Ability to create an intelligence dashboard 4

5 Understanding of digital driven consumer trends Ability to create a digital innovation launch communication campaign Educational Methods In addition to the theoretical bases which will be exposed at the beginning of the course and upon which students will draw for the entire course, they will also make active use of case studies and real corporate examples of digital marketing and identify those innovations which have made a difference in the professional world. Regular visits to start-ups and innovative companies will enrich the global course experience. International Dimension Taught by a multinational team of professors and relying on the inherently international dynamic of the internet, this course will provide an international outlook on marketing as pertains the internet as well as giving students information on what innovations to look for, seek out and put into use in their own firms and careers in future years. International consumer trends will be observed through cross cultural models (Globe, Hofstede) Assessment Active participation is obligatory. There is no final examination for this course. Students will receive their assessment based on the criteria explained to them at the beginning of each part of the course. The main assessment criterion is linked to the quality of the presentation of the innovation project, prepared by international students teams during the program. Bibliography Vincent Millet, Understanding Digital Culture, 2011, Ed. Sage publication Robert J. House et al. Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies, Sage, Michael Miller. B2B Digital Marketing: Using the Web to Market Directly to Businesses. Que Publishing;