MSC INTERNATIONAL MARKETING AND BUSINESS DEVELOPMENT PROGRAM STRUCTURE

Transcription

1 Table of contents 1. MSC INTERNATIONAL MARKETING AND BUSINESS DEVELOPMENT PROGRAM STRUCTURE FALL SEMESTER OPTIONAL COURSES COURSE OUTLINES Retail Marketing Innovation and new product development B2B Marketing Digital marketing The complete negotiator FALL SEMESTER ELECTIVE COURSES COURSE OUTLINES Introduction to project management Persuasive communication Multicultural management Essential selling skills Mobile marketing Company challenge (Auchan) The product development process

2 1. MSC INTERNATIONAL MARKETING AND BUSINESS DEVELOPMENT PROGRAM STRUCTURE Core courses (27h / 4 credits each) Course offering: Paris Campus - Fall Semester 2015 TEACHERS CONTRACT HOURS Strategic Brand Management Aurélie Dehling 27 4 Gaining customer insight Gérard Donadieu 27 4 Understanding the elusive consumer Virginie Maille 27 4 Options (27h / 4 credits each - two to choose) Retail marketing Marion Garnier 27 4 Innovation and new product development Marcos Lima 27 4 B2B marketing The Complete negotiator Digital marketing Electives (15h / 2 credits each - three to choose) Introduction to project management Véronique Ferrouillat Yannick Le Genissel Mady Keup / Marc Augier Théo TRIAIL (Teamsquare) CREDITS Persuasive communication Sandra Walker 15 2 Mobile marketing Multicultural management Essential selling skills Catherine Caillaud Anke Middelmann Philippe Laboureix Challenge Auchan only for one year Exchange/French speaking!! Mary De Gendre 15 2 The product development process Shared core courses Yannick Le Genissel 15 2 Globalisation seminar

3 2. FALL SEMESTER OPTIONAL COURSES COURSE OUTLINES All courses are 27 class hours or equivalent/ 4 credits Students should each choose two options 2.1 Retail Marketing Marion GARNIER Retail channels are an important part of the marketing equation. Whether you are working in or working with retail, it is vital to understand what makes retail tick. It is in a retail environment that consumers will have their 'first moment of truth' with a product. But retail is more than just a setting: it is an experience, a source of value, a frame of reference... Many students will find themselves working in consumer goods. Your key partners will be stores. What matters to the store manager? What is his/her business model? How can you better work together to align your interests? Retail is also a source of innovation and added value. Again, understanding the 'how' can make a difference. This course provides what you need to better understand the retail universe: acquisition of theoretical and practical knowledge in the retailing area: strategies, retailing decisions, international retailing, store management. Topics covered Retailing, store management, panels Know and understand stakes and specificities of strategies in retailing (retailing decisions), know and understand main retailing means and take distribution decisions, in local and international contexts. Understand retailing development strategies and store management. Suggest an adapted retailing strategy. Suggest solutions for store management (shelves, selection, etc.) Understand and analyze retailing data.take retailing strategic decisions. Elaborate an operational plan for store management. Critical analysis of a topical retailing subject. Anticipate evolutions and motivations in retailing. Analyse capacities, critical sense and diagnostics. Skills in store management. Working in groups. Critical thinking about retailing stakes. 3

4 Course overview Retailing strategies Salespoint Management International retailing Retailers' panels. 2.2 Innovation and new product development Marcos LIMA This course will give students an overview of the relationship between strategic marketing and the creation of innovation within an organization. In this course, students will learn 1) the stages in developing an innovation; 2) develop sustainable innovation strategies on how to create value in a world of finite resources; 3) how to develop a culture of innovation based on strategy, structure and systems. Topics covered Overview of the Innovation Process from a Marketing Perspective Creating an innovative organizational culture Searching the Innovation Environment Selecting the Innovation Strategy Implementing the Innovation Process Strategic Development of Innovative Products and Services Students will learn how to approach innovation and marketing problems using structured business tools. With the use of mini-cases, podcasts and video, they will understand how innovative companies search their environment for new opportunities of product / service development; how they conceive a suitable strategy and implement adequate innovation processes to remain competitive in a quickly changing market. Critical and creative thinking about value creation within an innovative organization. Use of frameworks for problem solving in the domains of innovation, marketing and product development. Analysis of the innovation environment to identify market opportunities and how to transform them into successful new products and services. 4

5 Ethical and social implications of innovation and marketing. Course overview This course consists of nine 180-minute sessions, in which we will discuss the principles and tools for creating and managing innovative product/service organizations. Students are expected to make extensive use of web-based resources such as podcast interviews or Youtube videos. Classes are interactive and students are required to participate with questions, commentaries and analysis of case studies. 2.3 B2B Marketing (maximum 60 participants) Véronique FERROUILLAT We are most familiar with consumer marketing. However, most business activity is between companies - both tangible and service products. This course is driven by the question "how to successfully operate and win profitable business in the important B2B environment - both locally and internationally?" It is designed to give students of an understanding of commercial or "Business-to- Business" marketing. Students will gain an understanding of topics such as the nature of the market, how it differs from consumer marketing, buying behavior and the purchase cycle, distribution channels, and marketing strategies. The course will integrate the use of new technologies and the international aspects of the market. Themes covered Characteristics of B2B, opportunity evaluation, market assessment and selection? B2B purchasing behavior, B2B pricing strategies, B2B market communications, sales & distribution channels, Key Account Management and B2B negotiations, building an integrated marketing business plan. Understand the characteristics of the B2B market and the difference between the B2B market and consumer markets. Understand purchasing objectives, priorities, and processes in B2B markets. Understand how to evaluate B2B market opportunities and make selections to meet company objectives. Understand how to use the tools of marketing in an integrated manner for the B2B market. Ability to analyze a market and make a selection of an appropriate target segment or opportunity. 5

6 Analysis of market and business opportunities. Creation of an appropriate plan for results. Presenting results. Negotiating. Ethics in business selection and conduct Overall view Introduction and differences from consumer marketing. Scope and characteristics of the market. Setting the strategy - what market, what product, what positioning. Understanding the decision process in B2B. Designing a strategy of approach to reach and convince decision makers. Pricing strategies for business markets. Managing business channels. Communicating with the market. Building the integrated plan. Key account management and negotiating in B2B. 2.4 Digital marketing Mady KEUP / Marc AUGIER From commercial web sites through to mobile marketing or buzz, digital marketing is an essential part of 'what we do in marketing'. Understanding the range and potential of what is happening in this area is less an option than a necessity. This course provides an overview of this exciting field. Students will acquire theoretical and practical knowledge in the e-commerce area: online consumer behaviour, fundamentals in building and managing a web site, online marketing mix, online merchant activities, database management, Community Management, online communication. Themes covered E-commerce, e-marketing, digital marketing, online communication. Know and understand stakes and specifics of Internet strategies, online revenue models, website development and management process, website usability, specifics of merchant web site management (BO, visibility, e-merchandising, CRM), and strategic and technical stakes of online communication. Suggest an adapted e-commerce strategy. Suggest solutions for web site management and online communication Understand and analyze e-commerce. Define web strategy and revenue models. Define an operational plan of online activity and store management. Elaborate an operational plan for online communication 6

7 Develop a critical analysis of strategic and technical aspects of web sites. Anticipate evolutions and motivations. Develop analytical capacities, critical sense, diagnostics, and website management skill Working in a group. Critical thinking about the role and stakes of e-commerce in society. Overall view E-commerce environment. Back office and Front office (database management, logistics, ergonomics, referencing). Online brand strategy. Online communication. 2.5 The complete negotiator Yannick LE GENISSEL In our personal life or in our professional environment, we actually all spend time negotiating in our day to day: when buying a new car or an apartment, when negotiating a pay-rise with our boss, when validating a new project in the company with our hierarchy or when properly selling products and services to customers, we are facing situations of negotiation. However prevalent the notion that one is a born good salesperson or negotiator, the negotiation skills can and must be developed. More important still, students will understand during this course that negotiating is a mostly enjoyable and satisfying activity. This course firstly explores the world of negotiation and persuasion detailing the different types of negotiation, explaining their approach and their preparation and giving all the tools for managing a successful negotiation. After achieved this part, we will start to reflect on how we interact with others: while negotiating or more generally while managing a conflict, we take a stance relative to those around us, showing respect and the ability to integrate the point of view of others. This course will provide a set of tools for the student to know how to read people, to learn how to persuade them and to discover how to manage a conflict. Thanks to that, on top of being a better negotiator, these skills will make the student a better co-worker, manager and/or partner. Themes covered Types of negotiation Approaches to negotiation & preparing to negotiate Tools for managing a negotiation 'Reading people' - the role of empathy, emotional, social intelligence & body language Techniques of persuasion Managing conflict 7

8 Students should have a firm grasp of the different approaches to negotiation as well as the conceptual models most often applied Students will be exposed to a range of conceptual frameworks that should allow them to better understand how interpersonal exchanges are impacted by frameworks and behaviours, how enquiry and perspective-taking can improve these exchanges, and how cognitive bias impacts decisions and impressions. Students should develop a better understanding of how problems and conflict can be solved, how individuals can better interact, how collaborative solutions can be developed, how our notion of reality is a 'map' that we must learn to navigate Working in groups. Students will be exposed to a certain number of situations where ethical issues will be raised. 8

9 3. FALL SEMESTER ELECTIVE COURSES COURSE OUTLINES All courses are 15 class hours or equivalent/ 2 credits Students should each choose three electives 3.1 Introduction to project management (maximum 48 participants) Théo TRIAIL (Teamsquare) A good understanding of project management is essential to success in modern organizations. A good understanding of project management is essential to success in modern organizations. This short course provides an introduction to project management to students. Students will encounter the central concepts behind project management and will learn to use Microsoft Project. A short business case will allow them to apply the concepts in a practical situation. A l issue de la formation, vous serez capable de / understand the basic ideas asscoiated with project management apply a project management approach to business situations learn to manage projects and to work in a group acquire better understanding of diversity in group work 3.2 Persuasive communication Sandra WALKER Marketing managers need to lead projects involving both internal and external stakeholders; leadership skills are thus paramount. The emphasis is on understanding and putting leadership into action, attracting the relevant players to a project and keeping them onboard. This training is aimed at increasing personal influence at all levels in an organisation. It presents carefully-chosen communication tools and techniques that can be effective in a wide variety of situations: from attracting stakeholders to a project to overcoming objections and individual resistance to change. This course is designed to steer marketing and business development managers towards a selfdirected learning path to grow and excel as a marketing manager. The challenge is to become a 9

10 strong influence in a global arena by: Dynamizing a transversal team towards the goals, even if the manager is in a position of no authority Making effective presentations and using influence tactics Overcoming resistance; removing obstacles and objections The course incorporates a range of modern concepts in this domain, including self-directed learning, strengths-based leadership, EQ and transformational strategies. Though of a short duration, it nevertheless offers a solid foundation for the manager to build upon in the future. Recognize issues and concepts relating to leadership: Formulate a successful approach to persuasive communication situations: adapting the personal communication style accordingly Recognize group dynamics relating to decision making meetings Understand how to dynamize a transversal team towards project deliverables Develop awareness of one s own natural communication approach Understand how to analyse and adapt to a team member in a negative communication situation Be familiar with some Emotional Intelligence and NLP concepts Analyse information Create recommendations Formulate critical questions Display lateral thinking Make a summary Present a project vision and goals Present ideas to team members or stakeholders with impact Overcome objections one-to-one or facing a group Display an adaptive range of interpersonal communication techniques to build productive relations with stakeholders Encourage team members towards goal achievement Lead an effective decision making or problem solving meeting Understand what constitutes ethical decision making on projects Know the basics of ethical reasoning Leadership Concepts Introduction to leadership development Self-awareness of personal style Decision making skills Interpersonal Communication Skills 10

11 The communication concept Awareness of one s personal influence style Building empathy: understanding one s counterpart, building bridges and influencing Effective Presentation Techniques Creating audience impact Visual, verbal and paraverbal elements Persuasive Team Meeting Dynamics Group dynamics in a meeting Handling questions Overcoming objections 3.3 Multicultural management Anke MIDDELMANN This course aims to provide students with the practical skills to work effectively in various multicultural environments. It focuses on providing an understanding of the different mindsets, attitudes, and resulting behaviours, forms of organisation and interpersonal skills conditioned by cultural elements that may be encountered in a variety of international organisations and businesses. The course will look at the benefits and challenges of working in internationally diverse settings and aims to equip students with the necessary competence to function effectively and sensitively within such environments. Topics covered: The impact of culture on all aspects of working, motivation, decision-making Culture and relationships across the international divide: the effect of culture on attitudes and behaviours, and resulting interpersonal challenges Working in multicultural teams: Benefits and challenges of combining diverging preferences and world views Developing intercultural competence: Looking at strengths and areas for development in an international professional context Motivating and achieving results: essential international managerial qualities -Have an understanding of the impact of cultural influences in the workplace -be able to critically view different ways of organising and conducting work -have a clear understanding of the differences between managing and leading -understand the role of leadership in an international context-develop an understanding of their own cultural conditioning to enable more effective cross-cultural understanding & interaction 11

12 - Be able to apply concepts of intercultural theory to hands-on workplace situations - Be able to critically analyse case studies from a variety of angles - Apply critical thinking skills and intellectual adaptability to develop solutions to interpersonal cross-cultural challenges - Think outside the box in developing arguments and solutions - Apply critical thinking skills - Display effective project management/ organisational skills - Develop effective multicultural team management skills - Develop intercultural mindfulness and respect for other ways of doing and being - Enhance empathy skills - Develop a flexible and adaptable approach to cross-cultural situations - Develop an objective and flexible attitude in analysing and resolving cultural workplace challenges 3.4 Essential selling skills (maximum 50 participants) Philippe LABOUREIX This short course provides students with an introduction to a range of basic sales techniques. Another elective - essential negotiation skills - provides a broader approach to negotiation. This course focuses on selling and sales techniques, from product presentation, cold calling... through to more complex situations. Throughout, the emphasis will be on developing students' ability to 'connect' with the other person, to communicate, and to defend value. Students who wish to acquire a full set of skills are advised to go on to follow the Sales, negotiation and key account management course, where various solution selling and KAM approaches will be fully explored. It is a 'must' for students who wish to follow a career or spend their first years in sales. It will help to build confidence and cover the kind of techniques used in companies. The course will be interactive, and students will be expected to participate fully. The skills developed in the course will certainly be useful elsewhere: selling ideas, pitching for resources... Topics covered: Engaging with the client Presenting a product or service Doing a sales pitch Communicating value Defending value Building trust and relationships 12

13 Understand the various aspects of selling, communicating value and establishing relationships with clients Develop the ability to approach sales by understanding the notion of value from the client s point of view Develop a perspective-taking ability as well as that to establish trust with clients Understand the need to build trust on a sound base 3.5 Mobile marketing Catherine CAILLAUD With the development of digital solutions and of mobile services, mobile phones, tablets and smartphones are communication tools that are used by more and more companies. This elective will provide both an overview and detailed knowledge on the various areas and solutions of mobile marketing, including mobile advertising, mobile CRM, mobile direct marketing, M-commerce Define mobile marketing and the four main areas involved : advertising, CRM, direct mobile marketing, M-commerce Define a relevant positioning for a mobile marketing offer identify and cope with possible legal restrictions linked to the use of mobile solutions and develop efficient mobile operations that take into account creative constraints and performance analysis - 13

14 3.6 Company challenge (Auchan) (maximum 30 participants) Mary DE GENDRE Every year, Auchan invites students to take part in their annual challenge. It is an excellent opportunity to discover first-hand the world of retail. The school partners with an Auchan store to work on a brief. Last year groups worked on the challenges faced by the store at Osny on the fllowing issue : «how to reinvent a customer service team that will support efficiently Auchan brand image?. One of the team took part in the Ile de France regional finals in April The subject will be different this year. There will be a choice between one that is more operation or one that is more strategic. For anyone thinking about a career in retail, but also anyone wishing to work in fmcg (fast-moving consumer goods), this challenge provides a great opportunity to show your ability to work on real-life problems. It is a real plus on your CV. The groups will be coached by someone from the store and by Mary De Gendre. Other faculty may contribute if their expertise is needed. Students must understand and speak French The course will continue over the the Spring semester ; if you decide to participate in this challenge, you have to choose it at the Spring semester 1 st mandatory visit to Auchan OSNY : 14/09/ The product development process Yannick LE GENISSEL For every company, product (in its general description, including products and services) is key. The objective of this elective is to give the student a global insight on the product development process, for him to identify all the steps of this process and to understand how every department of a company (creatives, marketing, sales, finance, operations, etc.) do participate and interfere into the process. A company has a single goal but every department of this company has specific targets, missions and objectives to reach this common goal, which often results in tensions, frustrations and conflicts. As future CEOs, Sales Managers, Product/Category/Brand Managers, Marketing Managers or even CFOs or COOs, the students will appreciate to get this global vision on how all the departments and all the functions of a company do gravitate around its core business, the product or service development, and how do they converge in order to achieve the same goal. This course, by giving the students a clear vision about how a company works, will help them finding in which area they will represent the more added value possible for their future company. It will also help them entering into the job market with the right foot and adapting to their new company in the best delays thanks to a clear understanding of every department mission through the eye of product development. 14

15 After introducing the concepts of products & category management and reviewing all the steps of the product development process, the second part of the elective will focus on the interactions between all the company departments during the product development process. Topics covered Market research & analysis Product & category management Commercialization techniques Management techniques Managing conflict Students should have a clear idea about all the steps of the product development process and how all company departments interact with each other to reach a common company goal. Students will be exposed to a range of company situations that should allow them to better understand how team management and conflict management enable a company to reach its goal despite all the internal tensions and divergent objectives that can exist between the company departments. Students should develop a better understanding of how problems and conflict can be solved, how individuals can better interact, how collaborative solutions can be developed, how our notion of reality is a 'map' that we must learn to navigate. Working in groups. Students will be exposed to a certain number of situations where ethical issues will be raised. 15