Market Innovation and Branding - A Review of Some Important Issues

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1 2015/2016 Academic Year English-taught One-Semester Certificate Programs 2015/2016 Fall Semester Undergraduate level Advanced Certificate in International Business Studies 1 Advanced Certificate in Management 2 Advanced Certificate in Marketing 4 Optional and Core courses for the Advanced Certificates - Fall 5 Graduate level Graduate Certificate in International Business Negotiations 7 Undergraduate level Spring Semester Junior Certificate Business Fundamentals 9 Advanced Certificate in International Business Studies 11 Advanced Certificate in Management 12 Advanced Certificate in Marketing 13 Optional and Core courses for the Advanced Certificates Spring 14 Graduate level Graduate Certificate in International Business and Management 16 Graduate Certificate in Global Financial Management 18 April 2015 all courses are subject to modification

2 Fall semester - International Business Studies track ECTS Course title Credits Mandatory 3 of the 5 courses Poitiers Campus 4 Advertising in Europe 4 Cross-cultural management 4 Corporate financial strategies 4 International contract negotiation 4 Media and communications Mandatory 4 Research project 4 French as a foreign language 2 Intercultural skills (general studies module, international experience report) Plus 2 options 4 Option 4 Option >Advertising in Europe ECTS: 4 This course provides students with an overview of the European advertising industry in terms of size, markets, segments and major institutional players. It explores the key cultural dimensions of European countries as they impact marketing, communications and advertising activity and the resulting implications for marketing, branding and communications strategy. Faced with these challenges, the course will examine the current issues for advertisers and their agencies in the creation, execution and management of pan European advertising campaigns. >Cross-cultural management ECTS: 4 This module will enable the student to understand the implications of cultural diversity in organizational management. After successfully completing this module the student will be able to: 1. recognize management dysfunctioning in an organization which is attributable to cultural diversity. 2. analyze the issues thus identified and their impact on management after examination of such topics as haptic, proxemics, chromatics, etc. etc. 3. formulate solutions to remedy conflict due to cultural diversity in the workplace. 4. formulate solutions to exploit cultural diversity in the workplace to everyone s advantage. 5. manage cultural issues relating to expatriation, the employment of local nationals etc. 6. construct a culture profile for any given country. >Corporate financial strategies ECTS: 4 tba >International contract negotiation ECTS: 4 To provide the students with sufficient background to enable them to get first contact with international negotiation environment. To describe the building of an international contractual scheme: from hand-check through offer to contract negotiation, execution and performance. To review with the students the different types of contracts and agreements ancillary to an international contract: Nondisclosure agreement, Memorandum of Understanding, Teaming Agreement, Joint Venture Agreement. To review how is built an international offer and a contract: golden rules to follow. >Media and communications ECTS: 4 This course provides students with an introduction to the nature, challenges and techniques of organisational communications known collectively as Pubic Relations. It explores the key theories of mass communications and stakeholding, and the ways in which different communications techniques are used to support the organisation s strategy amongst its customers, investors and other audiences. The course also explores the key role of the media both as a stakeholder and a channel for the dissemination of communications content, and the tools available to communicators in building productive relationships with media institutions. > Research project > French as a foreign language > Options Company project Branding: how to get what you see Financial performance management Global leadership Luxury business management Marketing management Retail marketing and strategy Sales and promotion Services marketing Strategy and competitive analysis, part 1 International business strategy, part 2 >International Experience Report 1 Last updated April 2015 all courses are subject to modification

3 Fall semester - Management track ECTS Credits Course title Mandatory 4 Cross-cultural management 3 of the 5 courses 4 Financial performance management 4 Global leadership 4 Marketing management 4 Strategy and competitive analysis, part 1 Mandatory 4 Research project 4 French as a foreign language 2 Intercultural skills (general studies module, international experience report) Plus 2 options 4 Option 4 Option >Cross-cultural management ECTS: 4 This module will enable the student to understand the implications of cultural diversity in organizational management. After successfully completing this module the student will be able to: 1. recognize management dysfunctioning in an organization which is attributable to cultural diversity. 2. analyze the issues thus identified and their impact on management after examination of such topics as haptics, proxemics, chronemics, etc. etc. 3. formulate solutions to remedy conflict due to cultural diversity in the workplace. 4. formulate solutions to exploit cultural diversity in the workplace to everyone s advantage. 5. manage cultural issues relating to expatriation, the employment of local nationals etc. 6. construct a culture profile for any given country. >Financial performance management ECTS: 4 To provide a practical understanding of Performance Management and some of the most important concepts practiced in corporations. In particular, students will learn how the adoption of carefully selected non-financial performance measures can improve a company s future financial performance. The main aim of the course is to provide a practical understanding of Performance Management and some of the most important concepts practiced in corporations. We firstly examine why and how Creative Accounting is so widespread, to what extent it is ethical and its effect on the published financial statements. After seeing the effects of Divisionalisation in companies, several key financial performance measures (FPM s) will be discussed. Most importantly, students will discover how the adoption of carefully selected non-financial performance measures (NFPM s) can help improve a company s future financial performance. They will be asked to analyze a well known company s performance and come up with some creative NFPM s to include in the company s Balanced Scorecard. >Global leadership ECTS: 4 To understand why and how organizations have changed through the years. To describe the various aspects of global leadership using the Diamond in the Rough Model. To learn and use a dynamic model of communication (HBLT). To understand the theories and principles of effective influence and persuasion To gain a better use of active listening and leadership change agent skills through simulation To learn how to gain employee commitment through organizational optimization and understanding employee motivation To understand the different levels of leadership from body, mind and heart levels. To comprehend how organizational cultures and national cultures can affect our leadership style Compare leadership styles and how to change our style based on the situation. >Marketing Management ECTS: 4 This course builds on the knowledge that students have already acquired in previous courses. The course is concerned with the development, evaluation and implementation of marketing management in complex environments. We will analyze a variety of concepts, theories, techniques & models in order to address strategic issues that all organizations must address. >Strategy and competitive analysis, part 1 ECTS: 4 To provide a practical understanding of Performance Management and some of the most important concepts practiced in corporations. In particular, students will learn how the adoption of carefully selected non-financial performance measures can improve a company s future financial performance. The main aim of the course is to provide a practical understanding of Performance Management and some of the most important concepts practiced in corporations. We firstly examine why and how Creative Accounting is so widespread, to what extent it is ethical and its effect on the published financial statements. 2 Last updated April 2015 all courses are subject to modification

4 After seeing the effects of Divisionalisation in companies, several key financial performance measures (FPM s) will be discussed. Most importantly, students will discover how the adoption of carefully selected non-financial performance measures (NFPM s) can help improve a company s future financial performance. They will be asked to analyze a wellknown company s performance and come up with some creative NFPM s to include in the company s Balanced Scorecard. > Research project > French as a foreign language > Options Company project Advertising in Europe Branding: how to get what you see Corporate financial strategies International business strategy*, part 2 International contract negotiations Luxury business management Media and communications Retail marketing and strategy Sales and promotion Services marketing >International Experience Report 3 Last updated April 2015 all courses are subject to modification

5 Fall semester - Marketing track Mandatory 3 of the 5 courses ECTS Credits Course title 4 Advertising in Europe 4 Marketing management 4 Retail management and strategy 4 Sales and promotion 4 Services marketing Mandatory 4 Research project 4 French as a foreign language 2 Intercultural skills (general studies module, international experience report) Plus 2 options 4 Option 4 Option >Advertising in Europe ECTS: 4 This course provides students with an overview of the European advertising industry in terms of size, markets, segments and major institutional players. It explores the key cultural dimensions of European countries as they impact marketing, communications and advertising activity and the resulting implications for marketing, branding and communications strategy. Faced with these challenges, the course will examine the current issues for advertisers and their agencies in the creation, execution and management of pan European advertising campaigns. >Marketing Management ECTS: 4 This course builds on the knowledge that students have already acquired in previous courses. The course is concerned with the development, evaluation and implementation of marketing management in complex environments. We will analyze a variety of concepts, theories, techniques & models in order to address strategic issues that all organizations must address. >Retail marketing & strategy ECTS: 4 This course provides students with an introduction to retail marketing issues commonly encountered in a European context. It describes the size and scope of retail activity and examines macro and micro political, economic, socio/cultural and technological issues which have an impact on its development. Evolving relation-ships between manufacturers, distributors and retailers and the ensuing manufacturer and distributor policies together with changes in consumer shopping habits converge to create dynamic environments in real and virtual contexts. Faced with rapid change retailers are forced to adopt innovative solutions to relationships within distribution chains, relationships with customers, store design, assortment, pricing and promotion. >Sales & Promotion ECTS: 4 The tools and implementation of two non-media elements of the communications mix are illustrated in this course. Specifically, the learning objectives include: Describe contributions of personal selling to the information economy. Describe the evolution of consultative selling. Define strategic selling and name four strategic areas of the strategic/consultative selling model. Describe evolution of partnering discuss how it relates to the quality improvement process. Explain how value-added strategies enhance personal selling. Discuss the characteristics of selling positions in 4 major employ-ment settings: service, retailing, wholesaling, manu-facturing. Review non-media sales promotion techniques: Direct Marketing, Event Marketing Sponsorship. >Services marketing ECTS: 4 A better understanding of the services industry Knowledge about the concept of services marketing and its applications on international companies. Knowledge about the importance of after sales service in the industry. Application of this knowledge to Customer Relation Management. To Master the importance of employee in the service industry and their key role in order to keep the customer satisfied. > Research project > French as a foreign language > Options Company project Corporate financial strategies Cross-cultural management Financial performance management Global leadership International contract negotiations Luxury business management Media and communications Strategy and competitive analysis, part 1 International business strategy, part 2 >International Experience Report 4 Last updated April 2015 all courses are subject to modification

6 Optional courses >Advertising in Europe ECTS: 4 This course provides students with an overview of the European advertising industry in terms of size, markets, segments and major institutional players. It explores the key cultural dimensions of European countries as they impact marketing, communications and advertising activity and the resulting implications for marketing, branding and communications strategy. Faced with these challenges, the course will examine the current issues for advertisers and their agencies in the creation, execution and management of pan European advertising campaigns. >Branding: how to get what you see ECTS: 4 Everything can be branded: products, services, people, ideas, etc. Yet not all brands are able to stand the test of time. Branding: How to get what you see is looking at bridging the gap between the promises made by organisations through their brand(s) and the way these are delivered, or not... Using current examples from a variety of backgrounds, the module intends to: Present key concepts in branding e.g. brand identity, brand image, brand attributes, brand personality Offer a compelling perspective on brand management and online branding communications Reflect on the link between relationship marketing and branding as a way to long-term sustainability Introduce some modern themes in branding e.g. brand bubble >Cross-cultural management ECTS: 4 This module will enable the student to understand the implications of cultural diversity in organizational management. After successfully completing this module the student will be able to : 1. recognize management dysfunctioning in an organization which is attributable to cultural diversity. 2. analyse the issues thus identified and their impact on management after examination of such topics as haptic, proxemics, chromatics, etc. etc. 3. formulate solutions to remedy conflict due to cultural diversity in the workplace. 4. formulate solutions to exploit cultural diversity in the workplace to everyone s advantage. 5. manage cultural issues relating to expatriation, the employment of local nationals etc. 6. construct a culture profile for any given country. >Financial performance management ECTS: 4 To provide a practical understanding of Performance Management and some of the most important concepts practiced in corporations. In particular, students will learn how the adoption of carefully selected non-financial performance measures can improve a company s future financial performance. The main aim of the course is to provide a practical understanding of Performance Management and some of the most important concepts practiced in corporations. We firstly examine why and how Creative Accounting is so widespread, to what extent it is ethical and its effect on the published financial statements. After seeing the effects of Divisionalisation in companies, several key financial performance measures (FPM s) will be discussed. Most importantly, students will discover how the adoption of carefully selected non-financial performance measures (NFPM s) can help improve a company s future financial performance. They will be asked to analyse a well-known company s performance and come up with some creative NFPM s to include in the company s Balanced Scorecard. >Global leadership ECTS: 4 To understand why and how organizations have changed through the years. To describe the various aspects of global leadership using the Diamond in the Rough Model. To learn and use a dynamic model of communication (HBLT). To understand the theories and principles of effective influence and persuasion To gain a better use of active listening and leadership change agent skills through simulation To learn how to gain employee commitment through organizational optimization and understanding employee motivation To understand the different levels of leadership from body, mind and heart levels. To comprehend how organizational cultures and national cultures can affect our leadership style Compare leadership styles and how to change our style based on the situation. >International business strategy (part 2) ECTS: 4 This module introduces students to the concepts of internationalisation and the strategy of firms focusing on competitive advantage based on resources and capabilities and networks and focuses on the international strategy of firms. It incorporates contemporary theory and on the application of theory through the analysis of international firms strategies. The aim of the module is to enable students to acquire the theoretical knowledge of strategy in an applied international context and to attain an understanding of the contemporary issues affecting the international strategy of firms. It is primarily based on the theory and concepts of international strategy and international business. >International contract negotiation ECTS: 4 To provide the students with sufficient background to enable them to get first contact with international negotiation environment. To describe the building of an international contractual scheme: from hand-check through offer to contract negotiation, execution and performance. To review with the students the different types of contracts and agreements ancillary to an international contract: Non-disclosure agreement, Memorandum of Understanding, Teaming Agreement, Joint Venture Agreement. To review how is built an international offer and a contract: golden rules to follow. 5 Last updated April 2015 all courses are subject to modification

7 >Luxury business management ECTS: 4 This course will enable students to master the luxury problematic through acquisition of an analysis method of growth strategies using a flag brand. Make them aware of a new reality: luxury is nowadays everywhere, at about any price, from the lowest to the highest but there is no more exclusive luxury supply Students will learn to identify assets / limits of strategies in luxury business: the luxury brand s specific luster must be preserved external investors ask for short / mid term yield leaving the original cast is creating sharper competition between luxury brands brand overexposure (enlarged supply, new markets) induces risk of saturation from a more and more chatted-up and less and less loyal clientele Identify an emerging threat for western luxury companies: far-eastern competitors. >Marketing Management ECTS: 4 This course builds on the knowledge that students have already acquired in previous courses. The course is concerned with the development, evaluation and implementation of marketing management in complex environments. We will analyze a variety of concepts, theories, techniques & models in order to address strategic issues that all organizations must address. > Retail marketing and strategy ECTS: 4 This course provides students with an introduction to retail marketing issues commonly encountered in a European context. It describes the size and scope of retail activity and examines macro and micro political, economic, socio/cultural and technological issues which have an impact on its development. Evolving relationships between manufacturers, distributors and retailers and the ensuing manufacturer and distributor policies together with changes in consumer shopping habits converge to create dynamic environments in real and virtual contexts. Faced with rapid change retailers are forced to adopt innovative solutions to relationships within the distribution chain, relationships with customers, store design, assortment, pricing and promotion. Finally, and most importantly, students should recognise that retail marketing is an academic discipline with its own distinct body of underlying theory. Previous or current experience as a retail consumer, no matter how extensive, will not on its own ensure success. > Sales & Promotion ECTS : 4 The tools and implementation of two non-media elements of the communications mix are illustrated in this course. Specifically, the learning objectives include: Describe contributions of personal selling to the information economy. Describe the evolution of consultative selling. Define strategic selling and name four strategic areas of the strategic/consultative selling model. Describe evolution of partnering discuss how it relates to the quality improvement process. Explain how value-added strategies enhance personal selling. Discuss the characteristics of selling positions in four major employment settings: service, retailing, wholesaling, and manufacturing. Review the non- media sales promotion techniques of Direct Marketing, Event Marketing and Sponsorship. >Services marketing ECTS: 4 A better understanding of the services industry. Knowledge about the concept of services marketing and its applications on international companies. Knowledge about the importance of after sales service in the industry. Application of this knowledge to Customer Relation Management. To Master the importance of employee in the service industry and their key role in order to keep the customer satisfied. >Strategy and competitive analysis (part 1) ECTS:4 This module introduces students to the concepts of strategy and in particular to those of competitive analysis and of the various levels of strategy. It focuses on analysis, on contemporary theory and on the application of theory through an analysis of a firm. > French as a foreign language ECTS: 3 Beginners - Understand familiar words and basic phrases in immediate surroundings. - Ask and answer simple questions on familiar topics. - Fill in simple forms with personal information. - Acquire knowledge and skills which are essential for successful communication. A1/A2 level - Participating in conversations related to the student and personal life. - Integrating into working life. B1/B2 level - Straight forward simple communication. - Participating in conversations related to the personal and professional world. - Discovering and acquiring French business vocabulary. B2/C1 level - Understanding authentic documents. - Debating on topics related to daily life. - Acquiring and mastering company-related vocabulary. - Writing with a mastery of connectors and style. >Research project: In marketing This course introduces students to the practical aspects of designing and carrying out marketing research. We will look at and analyze a variety of concepts, techniques and models in order to measure consumer responses with a view to inform strategic marketing decisions In corporate finance This course introduces students to the practical aspects of designing and financing a business project. Taking as a starting point the general framework of the principal-agent theory, we will look at and analyze the different conflicts that arise in the firm for project financing and investing purposes. It will also be emphasized that the consequences of the different strategies might eventually concern not only the domain of corporate finance but also those corporate governance and business ethics. 6 Last updated April 2015 all courses are subject to modification

8 Poitiers Campus Fall semester Graduate International business negotiations Course title International purchasing techniques Ethics and dilemmas in international negotiations International contract management International sales force management International trade, financial mechanisms and risk analysis ECTS Credits Brief overview The main goal of this course is to train future managers in international purchasing techniques. Students will be taught what is purchasing strategic management, how to optimize supplier relationships, how to purchase in B to B and B to C contexts and what kind of internal structure(s) must be chosen to optimize purchasing decisions. By the end of this class students should be able to understand the theory and concepts of the above topics. In accordance with the learning outcomes of Master study, students will be able to analyze purchasing situations, recommend and implement solutions, manage the implementation and apply specific methodologies in order to optimize the purchasing and supply chain function of a firm. The main goal of this course is to train future managers to appreciate the context of management decisions in an International context. By the end of this class students should be able to understand the important and consequences of the above topics. In accordance with the learning outcomes, students will be able to analyse problems and opportunities, recommend and implement solutions, and apply specific methodologies as appropriate. This practical course aims at providing future managers with ways and means of contractualisation at the international level with the aim to developing their negotiating abilities from the methodological and psychological points of view, providing them with the legal tools and procedures necessary for conducting successful international commercial negotiations, while minimizing the possible risks related to a transaction within a global business environment. This covers international contracting procedures related with global business and suited to the terms and conditions of various types of commercial contracts such as international sale contract, purchasing contracts, importation / distribution contract, licensing, franchising and representation contract among others. In accordance with the learning outcomes of the Master Study, students will be able to analyze, recommend and implement situations, manage their implementation and apply specific methodologies. The main goal of this course is to train future managers for international management of teams, sales and budgets. Using examples of international companies, the course will provide students with specific tools to succeed in sales management. By the end of this class students should be able to understand the theory and concepts of the above topics. In accordance with the learning outcomes, students will be able to analyse problems and opportunities, recommend and implement solutions, and apply specific methodologies. The main goal of this course is to understand how important it is for companies to enter and compete in foreign markets. Negotiation skills 3.5 This course is designed to help negotiators who want to improve their ability to negotiate effectively. This course will not only talk about the process of getting to the table, being at the table and what to do after the table, but also about the importance of social and emotional intelligence. It is important to understand what the research says about, why do people say yes to others? To become a successful negotiator, you must know how to exercise power and influence. You must also be able to persuade through communication to provide the best case when presenting products and services. Negotiation also requires an understanding of social dynamics that is an essential part of the content of this practical, experience based course. The course will cover key issues such as 7

9 the different dimensions of power, the effective use of influence, communicating your case and how to establish strong relationships based on trust, ethical behavior, and managing organizational partnerships. The course will further explore the process negotiating in a collaborative manner. The practical exercises will involve different negotiation tactics, when and how to break deadlocks and when and how to make and gain concessions. The problems of cross cultural issues as they relate to power, influence, and negotiations in the global market will also be examined. The course will draw upon your own personal and professional experiences; if possible, you should bring to the class details of a negotiation that lies ahead of you. Effective professional negotiators must not only be extremely knowledgeable about their own organization, but also the companies of those they negotiate with. But, this is only part of excellent negotiation practices, as good interaction between individuals is both a challenging and rewarding skill. This course will use theory, research, simulations, practical examples and case work to increase students overall negotiation skills. Project management 3 Human resource management 3 Business game 3 Understand the requirements and principal components of a particular project to be managed: the principal stakeholders, structures, project phases and documentation involved. - Initiate a project and manage its content. - Demonstrate knowledge of a wide range of management planning tools; understand time scales, schedules and constraints, costs involved, inherent risk and quality issues linked to the project and for each of these criteria demonstrate an ability to implement a plan of action and ensure follow-up. - Demonstrate an understanding of management tools and techniques beyond day-to-day business management functions and an ability to implement general principals of project management such as effective coordination, control, planning and design, communication and leadership. - Demonstrate an ability to select, develop and support a project management team in line with the ethical beliefs of the project leader. - Implement an action plan for communication of the project and capitalize on the experience gained throughout the project. The first part of the course deals leadership issues. After this course, students should have a better understanding of the concept of leadership and its implications. They will be able to understand what a leader is and what needs to be done in order to develop leadership skills in organizations. The students will have the tools necessary in order to continue to better understand themselves and develop their own leadership skills. The second part of the course deals with intercultural management Students will be able to: - deal with the concept of culture, its facets and the levels at which culture operate; - understand the influence of culture on aspects of organizations, including corporate structures and role of leadership; - make them conscious of their own cultural behavior and how to improve through a role play The aim of this course is to study the interaction of different forces at play in the decision making process in the workplace. The aim of the simulation is to enable students to put into practice all the knowledge and techniques they have learned throughout their studies. Students will consolidate their knowledge through a role play exercise designed to encompass all aspects of management (Strategy, Production, Human Resource Management, Finance, Marketing). 8

10 Poitiers Campus Junior Level Spring semester Business fundamentals Course title ECTS Credits Brief overview Team management 3 This course will provide management foundation for undergraduate students, enable them to understand the fundamentals of management as well as develop a firm grounding in the practical skills and competencies essential for managerial effectiveness. The students will benefit from a contemporary program geared towards the realities of working as a modern manager and what it entails to be a team leader and a team member. Financial markets 2 At the end of the course, students should build on their knowledge of financial markets and learn: 1. the role of financial markets and institutions in the business environment 2. the fundamentals of financial markets such as interest rate, inflation, risk and central bank 3. the financial markets such as money markets, bond markets, stock markets, mortgage markets and foreign exchange markets and will be able to analyze financial news. Financial diagnostic 2 If Financial Analysis is necessary for several business actors (shareholders, managers, customers, suppliers, bankers etc..) - each one having his own objectives - the primary finality of the course is to appreciate the level of financial strength and resilience of a company : does it have the means to carry on its activities, to develop, to withstand eventual losses? This course as a logical follow-up to the 1st year Financial Analysis course which concerns the construction of analysis tools has for objective the use of those tools in order to be able to establish an accurate diagnostic of the financial situation of a company. Cash management 3 Cash management has become a critical matter and one major stake for firms. Cash difficulties, whatever the profitability of a business can be, are the most frequent reasons for bankruptcy. At the end of the course, students will be able to: a. Define the concepts, identify the objectives of Cash Management and understand how cash position can be used in any business b. Understand the importance of the working capital and cash conversion cycle and how to perform the calculation. c. Practice cash forecasts (annual forecasts and day-to-day cash management) d. Discuss the short, medium and long term financing to meet cash needs e. Understand the cash management in an international environment and how to prevent the risk of fraud. International marketing 3 The aims of the course are to: provide an expanded introduction to basic concepts of marketing in the international context; offer a clear, accessible, and accurate reflection of today s European and international marketing; stimulate immediate applications of appropriate international marketing approaches to a range of business situations. On successful completion of the course, the students should be able to: understand the major drives of internationalization for business and marketing management orientations; realize the complexity of international marketing environment when doing business abroad; appreciate cultural significance on developing marketing strategies; recognize different market research methodologies and tools; distinguish and evaluate different entry modes in different situations; develop marketing plans in an international context 9

11 Advertising 2 This course will allow students to understand the full scope of commercial communication, from its coherence with the marketing strategy to reviewing its impact and effectiveness. Beyond focusing on advertising, this course deals with the global commercial communication landscape in order to fully understand each element s specificities and how they can complement each other. At the end of this eight-session course, students will : 1) Have a good knowledge of the various communication tools, their means, roles, impact. 2) Understand the importance of a global communication plan 3) Be able to analyze an advertising message and campaign 4) Have developed compulsory notions in elaborating a media plan 5) Know the control tools and how to use them to measure the effectiveness of a communication campaign It is understood students have got an advanced knowledge of : - Fundamental marketing, - Consumer behavior, - Marketing mix, - Interpersonal skills & communication World Economy 3 This course intends to provide the students with the basic tools for understanding and analyzing the world economy. Within this context, particular attention will be given to the world of the enterprise. General knowledge elective 1 English 3 The aim of this course is to encourage students to discover, analyse and compare practices in France with those they will be faced with during their period spent abroad. The course focuses on developing oral skills within specific contexts together with key writing skills. 10

12 Poitiers Campus Senior level Spring semester - International Business Studies track Course title ECTS Credits Brief overview Mandatory 3 of the 5 courses 4 Aspects of international marketing 4 Cross-cultural management 4 Financial markets 4 Strategy and competitive analysis 4 Supply chain management Mandatory 4 Research project 3 French as a foreign language 3 Intercultural skills (French intensive seminar, general studies module, international experience report) Plus 2 options 4 Option 4 Option >Aspects of international marketing ECTS: 4 The course will introduce students to the complexities of international marketing and to explore methods of assessing and servicing international markets. The main themes encountered are listed below: The role of international marketing in a complex globalized environment: How does international marketing meet the needs of growth objectives? Concepts behind distribution strategy and how companies adapt to address complexities will be addressed. The role of culture in international marketing, information sources and scanning for international operations market entry strategies. Exporting, licensing, foreign direct investment. Internationalizing product management strategies. Standardization versus adaptation of mix decisions: integrating the communications mix. >Cross-cultural management ECTS: 4 This module will: 1. introduce the student to the basic concepts of cultural diversity. 2. present the most usual aspects of cultural diversity associated with business applications 3. give clear instructions on how to create a culture profile as an aid to managerial decision making. 4. give the student the opportunity to explore a culture which is of particular interest to him or her. 5. encourage the student towards an independence in learning. 6. encourage the student to seek information and assess its value in terms of cross-cultural management issues. >Financial Markets ECTS: 4 credits The program breaks down into five days split into two sessions each. Each of the ten parts of the program represents 3 tuition hours, each one focusing on a specific topic. As an introduction a first glimpse will be given on the recent crisis, its origin and its aftermaths. Starting from a first session reminding the nuts and bolts of economy, an overall introduction to the Stock Exchange will follow, encompassing the principles and the financial products. Thereupon a thorough survey of the capital markets, with a closer view of each market, namely the derivatives and euro-markets. Venture capital and Private Equity will be dealt. The course then steps into the International ground. The link with both Financial engineering and Corporate Finance is widely dwelt. Ultimately a deeper survey will be conducted on the ethical values of the financial markets, their role on companies and the governance which may be overviewed facing the recent developments. >Strategy and competitive analysis ECTS: 4 This module introduces students to the concepts of strategy and in particular to those of competitive analysis and of the various levels of strategy. It focuses on analysis, on contemporary theory and on the application of theory through an analysis of a firm. >Supply chain management ECTS: 4 This course should allow the student to: identify operational, tactical and strategic problems linked to the supply chain understand the practical coordination between the firm and the supply chain come to terms with the supply chain as an integral part of the implementation of sustainable development practices in the firm identify, formulate, analyze and resolve supply chain issues > Research project > French as a foreign language > Options Company project BtoB marketing Change management Innovation management International business strategy* Managerial accounting Public relations Retail marketing Supply chain management Strategic thinking in marketing >International Experience Report 11

13 Senior level Spring semester Management track Course title ECTS Credits Brief overview Mandatory 3 of the 5 courses 4 Change management 4 Cross-cultural management 4 Financial markets 4 Managerial accounting 4 Sales management Mandatory 4 Research project 3 French as a foreign language 3 Intercultural skills (French intensive seminar, general studies module, international experience report) Plus 2 options 4 Option 4 Option >Change management Understand the change process, the dynamic nature of the business environment, and the resultant effects of rapid change on an organization and its stakeholders. Understand the basic causes of change, and resistances to change, in the business world. Learn the methods of effectively anticipating, influencing and implementing change in a corporate setting. Understand the role of leadership in effectively managing change >Cross-cultural management ECTS: 4 This module will: 1. introduce the student to the basic concepts of cultural diversity. 2. present the most usual aspects of cultural diversity associated with business applications 3. give clear instructions on how to create a culture profile as an aid to managerial decision making. 4. give the student the opportunity to explore a culture which is of particular interest to him or her. 5. encourage the student towards an independence in learning. 6. encourage the student to seek information and assess its value in terms of cross-cultural management issues. >Financial Markets ECTS: 4 credits The program breaks down into five days split into two sessions each. Each of the ten parts of the program represents 3 tuition hours, each one focusing on a specific topic. As an introduction a first glimpse will be given on the recent crisis, its origin and its aftermaths. Starting from a first session reminding the nuts and bolts of economy, an overall introduction to the Stock Exchange will follow, encompassing the principles and the financial products. Thereupon a thorough survey of the capital markets, with a closer view of each market, namely the derivatives and euro-markets. Venture capital and Private Equity will be dealt. The course then steps into the International ground. The link with both Financial engineering and Corporate Finance is widely dwelt. Ultimately a deeper survey will be conducted on the ethical values of the financial markets, their role on companies and the governance which may be overviewed facing the recent developments. >Managerial accounting ECTS: 4 To provide a practical understanding of the most important concepts of Management Accounting and Control as practiced in corporations for planning, control and decision making. >Sales management ECTS: 4 Understand the personal selling process, the dynamic nature of strategic sales management and the resultant effects on an organization and its customers. Understand the basic framework of different sales organization types, as well as diverse staffing and sales training strategies. Understand the role of leadership in motivating a sales force. Analyze and understand the pros and cons of various sales compensation and expense systems. Understand the fundamental role of sales planning including forecasting, budgeting and sales territory management. Comprehend how to evaluate individual and organization sales performance including the analysis of sales volume, cost and profitability. > Research project > French as a foreign language > Options Company project Aspects of international marketing BtoB marketing Innovation management International business strategy* Public relations Retail marketing Strategy and competitive analysis Supply chain management Strategic thinking in marketing >International Experience Report 12

14 Senior level Spring semester Marketing track Course title ECTS Credits Brief overview Mandatory 3 of the 5 courses 4 Aspects of international marketing 4 B2B marketing 4 Public relations 4 Retail marketing 4 Strategic thinking in marketing Mandatory 4 Research project 3 French as a foreign language 3 Intercultural skills (French intensive seminar, general studies module, international experience report) Plus 2 options 4 Option 4 Option >Aspects of international marketing ECTS: 4 The course will introduce students to the complexities of international marketing and to explore methods of assessing and servicing international markets. The main themes encountered are listed below: The role of international marketing in a complex globalized environment: How does international marketing meet the needs of growth objectives? Concepts behind distribution strategy and how companies adapt to address complexities will be addressed. The role of culture in international marketing, information sources and scanning for international operations market entry strategies. Exporting, licensing, foreign direct investment. Internationalizing product management strategies. Standardization versus adaptation of mix decisions: integrating the communications mix. >B2B marketing This course aims to make students aware of the specificities of marketing in a business to business context. Students will learn about the application of different marketing tools and the way they are used be firms selling goods and services to other firms or organizations. At the end of the course, students should be able to: master the specific concepts of B2B marketing, know both about what and how to perform in the B2B functions, understand the importance of purchasing and decisional circuits, innovation in the services and distribution networks. Come to terms with the notion of value chains >Public relations ECTS: 4 PR is the practice of reputation management and engaging with stakeholders. In recent years it has become crucial to how organizations operate; examples of high profile failures and successes, plus the growth of social media have put PR in the spotlight. In this interactive course we will consider the history and context of PR, its place and practice in the firm today and some key debates on the future of the discipline. >Retail marketing ECTS: 4 This course provides students with an introduction to retail marketing issues commonly encountered in a European context. It describes the size and scope of retail activity and examines macro and micro political, economic, socio/cultural and technological issues which have an impact on its development. Evolving relationships between manufacturers, distributors and retailers and the ensuing manufacturer and distributor policies together with changes in consumer shopping habits converge to create dynamic environments in real and virtual contexts. Faced with rapid change retailers are forced to adopt innovative solutions to relationships within the distribution chain, relationships with customers, store design, assortment, pricing and promotion. >Strategic thinking in marketing ECTS: 4 It has been argued that thinking strategically is a skill with which some people are born, while others are not. Either way strategic thinking is not about strategic planning, but a positively constructive combination of formal and informal learning involving enquiry, research, analysis, reflection, critique, experience, dialogue, and many more activities. This module is designed to take some important steps in this direction by: Exploring fundamental concepts in strategic thinking Helping students develop strategic thinking skills for management Putting strategic thinking in context focusing on marketing as an organizational function Enabling learners to gain analytical, critical and decisionmaking skills for strategy Understanding value creation through strategic choices in marketing > Research project > French as a foreign language > Options Company project Change management Cross-cultural management Financial markets Innovation management International business strategy* Sales management Strategy and competitive analysis Supply chain management >International Experience Report 13

15 Optional courses >Aspects of international marketing ECTS: 4 The course will introduce students to the complexities of international marketing and to explore methods of assessing and servicing international markets. The main themes encountered are listed below: The role of international marketing in a complex globalized environment: How does international marketing meet the needs of growth objectives? Concepts behind distribution strategy and how companies adapt to address complexities will be addressed. The role of culture in international marketing, information sources and scanning for international operations market entry strategies. Exporting, licensing, foreign direct investment. Internationalizing product management strategies. Standardization versus adaptation of mix decisions: integrating the communications mix. >B2B marketing This course aims to make students aware of the specificities of marketing in a business to business context. Students will learn about the application of different marketing tools and the way they are used be firms selling goods and services to other firms or organizations. At the end of the course, students should be able to: master the specific concepts of B2B marketing, know both about what and how to perform in the B2B functions, understand the importance of purchasing and decisional circuits, innovation in the services and distribution networks. Come to terms with the notion of value chains >Change management Understand the change process, the dynamic nature of the business environment, and the resultant effects of rapid change on an organization and its stakeholders. Understand the basic causes of change, and resistances to change, in the business world. Learn the methods of effectively anticipating, influencing and implementing change in a corporate setting. Understand the role of leadership in effectively managing change >Company project (option) ECTS: 4 Poitiers campus students have the possibility to conduct an operational project for a local business or an association or for a department of the school during their semester s study in France. The aim of the Company Project is to practice drawing up an action plan and implementing the means required to complete a mission in a local business or an association or a department of the school with an international element. The most important aspect is organization, along with methodology and the scope of the approach. >Cross-cultural management ECTS: 4 This module will: 1. introduce the student to the basic concepts of cultural diversity. 2. present the most usual aspects of cultural diversity associated with business applications 3. give clear instructions on how to create a culture profile as an aid to managerial decision making. 4. give the student the opportunity to explore a culture which is of particular interest to him or her. 5. encourage the student towards an independence in learning. 6. encourage the student to seek information and assess its value in terms of cross-cultural management issues. >Financial Markets ECTS: 4 credits The program breaks down into five days split into two sessions each. Each of the ten parts of the program represents 3 tuition hours, each one focusing on a specific topic. As an introduction a first glimpse will be given on the recent crisis, its origin and its aftermaths. Starting from a first session reminding the nuts and bolts of economy, an overall introduction to the Stock Exchange will follow, encompassing the principles and the financial products. Thereupon a thorough survey of the capital markets, with a closer view of each market, namely the derivatives and euro-markets. Venture capital and Private Equity will be dealt. The course then steps into the International ground. The link with both Financial engineering and Corporate Finance is widely dwelt. Ultimately a deeper survey will be conducted on the ethical values of the financial markets, their role on companies and the governance which may be overviewed facing the recent developments. >Innovation management ECTS: 4 The module introduces the foundations of managing technological innovation. The readings and discussion will focus on the concepts and frameworks for analyzing how firms can create, commercialize and capture value from technologybased products and services. The course provides the participants with a broad overview of the various concepts, topics, approaches and instruments in the management of innovation and technology. To develop skills, methodologies and critical thinking that will enable students to understand technology and innovation management from the perspective of obtaining a sustainable competitive advantage and integrating technology into the business strategy. >International business strategy ECTS: 4 (Students may have enrolled for Strategic and competitive analysis prior to take this class) This module introduces students to the concepts of internationalization and the strategy of firms focusing on competitive advantage based on resources and capabilities and networks and focuses on the international strategy of firms. It incorporates contemporary theory and on the application of theory through the analysis of international firms strategies. The aim of the module is to enable students to acquire the theoretical knowledge of strategy in an applied international context and to attain an understanding of the contemporary issues affecting the international strategy of firms. It is primarily based on the theory and concepts of international strategy and international business >Managerial accounting ECTS: 4 To provide a practical understanding of the most important concepts of Management Accounting and Control as practiced in corporations for planning, control and decision making. 14

16 >Public relations ECTS: 4 PR is the practice of reputation management and engaging with stakeholders. In recent years it has become crucial to how organizations operate; examples of high profile failures and successes, plus the growth of social media have put PR in the spotlight. In this interactive course we will consider the history and context of PR, its place and practice in the firm today and some key debates on the future of the discipline. >Retail marketing ECTS: 4 This course provides students with an introduction to retail marketing issues commonly encountered in a European context. It describes the size and scope of retail activity and examines macro and micro political, economic, socio/cultural and technological issues which have an impact on its development. Evolving relationships between manufacturers, distributors and retailers and the ensuing manufacturer and distributor policies together with changes in consumer shopping habits converge to create dynamic environments in real and virtual contexts. Faced with rapid change retailers are forced to adopt innovative solutions to relationships within the distribution chain, relationships with customers, store design, assortment, pricing and promotion. >Sales management ECTS: 4 Understand the personal selling process, the dynamic nature of strategic sales management and the resultant effects on an organization and its customers. Understand the basic framework of different sales organization types, as well as diverse staffing and sales training strategies. Understand the role of leadership in motivating a sales force. Analyze and understand the pros and cons of various sales compensation and expense systems. Understand the fundamental role of sales planning including forecasting, budgeting and sales territory management. Comprehend how to evaluate individual and organization sales performance including the analysis of sales volume, cost and profitability. >Strategy and competitive analysis ECTS: 4 This module introduces students to the concepts of strategy and in particular to those of competitive analysis and of the various levels of strategy. It focuses on analysis, on contemporary theory and on the application of theory through an analysis of a firm. >Supply chain management ECTS: 4 This course should allow the student to: identify operational, tactical and strategic problems linked to the supply chain understand the practical coordination between the firm and the supply chain come to terms with the supply chain as an integral part of the implementation of sustainable development practices in the firm identify, formulate, analyze and resolve supply chain issues > French as a foreign language ECTS: 3 Beginners - Understand familiar words and basic phrases in immediate surroundings. - Ask and answer simple questions on familiar topics. - Fill in simple forms with personal information. - Acquire knowledge and skills which are essential for successful communication. A1/A2 level - Participating in conversations related to the student and personal life. - Integrating into working life. B1/B2 level - Straight forward simple communication. - Participating in conversations related to the personal and professional world. - Discovering and acquiring French business vocabulary. B2/C1 level - Understanding authentic documents. - Debating on topics related to daily life. - Acquiring and mastering company-related vocabulary. - Writing with a mastery of connectors and style. >Research project : In marketing This course introduces students to the practical aspects of designing and carrying out marketing research. We will look at and analyze a variety of concepts, techniques and models in order to measure consumer responses with a view to inform strategic marketing decisions In corporate finance This course introduces students to the practical aspects of designing and financing a business project. Taking as a starting point the general framework of the principal-agent theory, we will look at and analyze the different conflicts that arise in the firm for project financing and investing purposes. It will also be emphasized that the consequences of the different strategies might eventually concern not only the domain of corporate finance but also those corporate governance and business ethics. 15

17 Poitiers Campus Spring semester International business and management Course title ECTS Credits Brief overview Corporate clusters and knowledge 5 Clusters are geographic locations where firms of various sizes, stages of development, products and processes interact to their mutual advantage. The common source of competitive advantage for clusters is knowledge. Knowledge is transferred through co-operation among firms and demonstration. Within clusters there are commonalities among firms in their concentration on a specific common product, in addition to, many other firms providing specialist services. The focus of this module is on the rationality of clusters and the strategies of firms and knowledge management in a cluster and the interventionist role of governments in sustaining clusters. Managing internationalisation with strategic decisions systems Branding strategy in international business 5 5 This module is about the manager's responsibilities for problem solving and decision making, and those areas in which decision analytics can be used to obtain market and firm-level understanding necessary to support selection of decision alternatives. This module focuses on precise and fuzzy decision analytics by utilizing a series of business systems and analytics techniques (i.e., optimization, natural language modeling, and influence diagramming) to develop structured, semi-structured, and unstructured decision support and expert systems in international firms. Upon completion of this course, the student should be able to: Understand the emerging technological issues facing managers in international firms. Understand the value of data, information, and knowledge in business. Use decision analytics tools and techniques for problem solving and decision making in international firms. Utilize a series of business systems and analytics tools design and develop Decision Support Systems and expert System in support of the decision making and problem solving processes in international firms. Understand when and how Management Support Systems may be used to complement more analytic decision making frameworks in international firms. The health and longevity of a business depends on its ability to satisfy and retain consumers better than its competition. To achieve this, marketers are required to understand consumer needs and develop and deliver products and services to satisfy those needs within the cultural contexts of specific markets. At the same time they need to develop strong brands with which consumers identify and which respond to the material, psychological and social requirements of consumer groups. The purpose of this course is to understand concepts underlying consumer behaviour, with particular emphasis on psychological, economic, sociological, and cultural concepts, and to apply that understanding to develop a strategy for marketing brands in the European but also international market place. We investigate how companies develop brands to respond to consumer needs and expectations. To allow students: - research cultural and regulatory differences and the impact of these differences for business strategy - understand the principles of consumer behavior - understand the cultural differences in consumer behavior in different Europe countries - develop a market strategy using an understanding of consumer behavior concepts - experience cultural differences by working in an international team to 16

18 Managing with data in international firms Business risk management and the international economy Innovation, entrepreneurship and international strategies for SMEs plan strategy - experience cultural differences by working on a international team to plan strategy - provide experiential learning in the following areas o Inter-cultural group dynamics o Consensus management o Group research and co-creation of knowledge o Critical thinking and creativity This course offers a comprehensive variety of data management and analysis solutions that support managers in their daily activities through analysis, representation and communication and develops skills in accessing and using quality data in making better business and organizational decisions. These enhance the quality of organizational decisions and practices by making organizational decisions based on information and practice informed data, in conjunction with managerial judgment and ethics. Upon completion of this module, the student should be able to: Understand emerging data analysis issues facing managers in international firms. Understand basic logic underlying data analytic methods of description, data discovery, relationships, clustering, and optimization. Choose appropriate data analytic methods to use in given situations. Be proficient in the use of data analysis software to analyze data. Interpret and explain results of data analysis. Utilize data analysis tools and techniques to inform and support decision making and problem solving processes in international firms. The objectives of the course is to provide students with an appreciation of the specific financial aspects of international business and the techniques required of them in managing international firms. On the financial side the module includes issue of exchange rate risk management and investment risk management. There is a focus the products used to manage these risks and on corporate financial management by managers of firms interacting in an international environment and the financing of international trade. The global economic environment is studied including an economic analysis of countries. SMEs constitute the vast majority of international business activity in terms of the number of firms. This module focuses on issues of innovation and entrepreneurship with a particular focus on SMEs and considers the theory and development of entrepreneurship. It also focuses on the process of establishing, developing and internationalising and focuses on export strategies, foreign direct investment and alliances and networks among SMEs. 17

19 Poitiers Campus Spring semester Global Financial Management Course title ECTS Credits Accounting, Analysis and Control 5 Brief overview The module addresses the purpose and basis for the preparation of annual accounts and considers their use from the perspective of current and prospective investors as well as other stakeholders. The role of accounting in planning, budgeting, controlling and decision making is explored. Management Control and Controlling are considered as an international business language which is used in a similar way throughout the world. The module investigates the role of accounting in profit maximization and other corporate objectives. After completing this module students should be able to : Critically evaluate accounting theory and practice in IFRS Understand the importance of the behavioral, organizational, political and social aspects of management control Understand the relevance of cost accounting Understand main IFRS financial statements Apply appropriate techniques to assist in problem formulation an resolution in management control. Corporate finance and risk management 5 This course is designed to provide students with a good command of financial techniques required for international investors. This course deal with business models from a financial perspective and provides a methodology to set up and present a through financial planning including currency exchange issues. The course contributes to confront students with the main steps to build and to justify headlines of a financial planning. Economy and risk management 5 International Corporate strategy 5 The module examines the concepts of risk reduction and return. It compares the benefits of portfolio investment with single asset investment in terms of financial market and corporate investment strategies. The module explores the Markovitz Portfolio Theory and the statistical and theoretical principles that underlie it. Consideration is given to the nature of risk and portfolio selection techniques aimed at minimizing it. The module explores and evaluates the Capital Asset Pricing Model, the Efficient Markets Hypothesis and the Arbitrage Pricing Theory. Empirical evidence relating to these models will be considered and reviewed. Following successful completion of this module, students will be able to: demonstrate an understanding the concepts of risk and diversification; critically understand the assumptions underlying theories of portfolio investment apply statistical concepts to determine minimal variance portfolios and asset allocation decisions Evaluate the merits of alternative theories of asset allocation their implications in the market and corporate setting. International expansion and diversification strategies illustrate the current thinking in the area of business development. These business development methods are by nature transversal and thus concern all areas of the enterprise. At the end of this course, students should be able to: - conceptualize fundamental strategic issues encountered by businesses. - use theory to understand the mechanisms that underpin these issues and to put forward possible solutions. - formalize the manner in which functional expertise contributes both to analyzing strategic options and implementing them. 18

20 Banking systems and ethics 5 The module intends to enable students to a better understanding of banking systems and to evaluate their difficulties and limits as regards a complete integration for the future. The principal actors and the main strategies of institutions will be discussed (mergers and acquisitions, bank insurance phenomenon ). Besides, this module wants to underline the main issues between ethics and the banking system. The module intends to show how business Ethics offer solutions to the last economic slump. Mergers and acquisitions 5 Mergers and acquisitions have been intensified over the past ten years. During such periods of intense merger activity, top management spends significant amounts of time either searching for firms to acquire or worrying about whether some other firms will acquire them. The aim of this module is to enable students to understand the main motives to achieve mergers, to seize the main mechanisms: Legal, tax and Accounting issues, takeover battles and tactics. After this course the students must be able to identify the different types of mergers and acquisitions. They must have the ability to use different techniques to evaluate a target and they must be able to recognize strong points and weaknesses triggered by LBOs. 19

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