International Marketing and Business Development

Master of Science (MSc) International Marketing and Business Development COURSE CATALOGUE SPRING SEMESTER 2012-2013 1

CONTENTS Please note that this information is correct at the time of publication but is subject to change. Optional and elective programs require a minimum enrolment to open. CORE COURSES, 27 hours, 4 credits Gaining market insight 3 Internationalisation of markets and organisations 5 Understanding the elusive consumer 7 OPTIONAL COURSES, 27 hours, 4 credits B2B-Channel Management 9 Innovation & New Product Development 11 Public Relations and Crisis Management 13 Sales Negotiation Key Account Management 15 ELECTIVE COURSES, 15 hours, 2 credits Luxury goods management 17 Sensory marketing 20 Managing an Export Project 22 New Technologies and M-Commerce 24 Not-for-profit marketing 26 Managing knowledge, creativity and innovation 28 2

CODE DU COURS / COURSE CODE NOM DU COURS / COURSE NAME GAINING MARKET INSIGHT Crédits / Credits Nombre / Number : 4 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 27 Nbh : Nbh : Nbh : 3 Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator English Principles of marketing S5 - Fall 2012 (Sophia); S6 Spring (Paris) Noms des Intervenant(s) par campus/ Instructor(s) Names by campus SOPHIA Dr. Gisèle DUDOGNON LILLE PARIS Marcos Lima & Nadia Jouini SUZHOU RALEIGH Evaluateur(s) / Evaluator(s) Description du cours / Course description Résultats d apprentissage / Learning Outcomes This course presents each step of the marketing research process. It covers quantitative as well as qualitative research techniques and analysis methods (basic statistics, content analysis, etc.).the concepts and methodologies covered are illustrated by students group projects. Students will need to master market research in their future career either to carry it out themselves or as future users of research Connaissances / Knowledge and Understanding (subject specific) A l issue de la formation, l étudiant devrait être capable de : To understand the concepts and methodologies used for marketing research Aptitudes cognitives / Cognitive/Intellectual skills (generic) A l issue de la formation, l étudiant devrait être capable de : be able to identify opportunities for marketing research and use the appropriate tools and methodology Attitudes / Key transferable skills (generic) A l issue de la formation, l étudiant devrait être capable de : be able to understand and solve complex marketing issues related to 3

research Compétences pratiques / Practical skills (subject specific) A l issue de la formation, l étudiant devrait être capable : Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Evaluation des étudiants / Student Assessment be able to conduct any type of research and present findings to a company Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme Evaluation finale (DS) / Final examination QCM (quizz) 30% Etude de cas (case study) % Questions (questions) % Exercices (exercises) % Autre (other) % Précisez (precise): Contrôle continu / Continuous Assessment Présentation orale (oral presentation) % QCM (quizz) % Dossier % Etude de cas (case study) % Autre (other) = Project 70% Précisez (precise): Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan Bibliographie / References Site(s) web / Web sites To be defined Lecture obligatoire / Required reading Aaker, Kumar, Leone, Day, Marketing Research, 10 th edition, Pearson, 2011 Optionnelle / Recommended Burns, A. C., Bush R. F., Marketing Research, 6 th edition, Pearson Global Edition, 2010 CODE DU COURS / NOM DU COURS / COURSE NAME The internationalisation of markets and organisations 4

COURSE CODE Crédits / Credits Nombre / Number : 4 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 27 Nbh : Nbh : Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2013 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) English This is a final-year, final-semester MSc course that will push students to read widely and deeply and address strategic issues about international marketing and international management S6 Renata Kaminska-Labbe/Peter Spier SOPHIA Peter Spier LILLE PARIS Peter Spier SUZHOU RALEIGH Description du cours / Course description The Purpose of this course is to acquaint students with the cultural and organisational dimensions of international marketing management, and to develop skills that will serve students well in dealing effectively with international marketing and management issues. While examining how firms deal with international marketing in practical terms, juggling the needs of the global and the local, the course covers three main areas: organisational and strategic planning in an international context; the design and implementation of effective international organisations; and the marketing and management challenge of cross-cultural considerations. The course is heavily based on the use of case studies backed up by additional readings. This requires that students be able and willing to manage large amounts of reading and preparation and also to do regular case study presentations. It should also enable students to gain a good sense of how the various concepts encountered in the articles and discussions can be applied to real-life business situations. By the end of the course students should a) have a better understanding of how the dynamics of individual sectors and the firms in them are impacted by globalisation b) have an improved grasp of the main strategic and operational issues facing international organisations today. 5

Connaissances / Knowledge and Understanding (subject specific) A l issue de la formation, l étudiant devrait être capable de : Have a better grasp of issues associated with the internationalization of markets and organisations Aptitudes cognitives / Cognitive/Intellectual skills (generic) A l issue de la formation, l étudiant devrait être capable de : Résultats d apprentissage / Learning Outcomes better analyse complex strategic issues associated with internationalization and diversity Attitudes / Key transferable skills (generic) A l issue de la formation, l étudiant devrait être capable de : better respond to the various challenges when working in an international firm or environment Compétences pratiques / Practical skills (subject specific) A l issue de la formation, l étudiant devrait être capable : Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Evaluation des étudiants / Student Assessment analyse the strategic implications of globalization and make recommendations about practical management challenges Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination QCM (quizz) % Etude de cas (case study) % Questions (questions) % Exercices (exercises) % Autre (other) % Précisez (precise): Contrôle continu / Continuous Assessment Présentation orale (oral presentation) % QCM (quizz) % Dossier % Etude de cas (case study) % Autre (other) % Précisez (precise): Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan TBD Bibliographie / References TBD Lecture obligatoire / Required reading TBD Optionnelle / Recommended Site(s) web / Web sites 6

CODE DU COURS / COURSE CODE NOM DU COURS / COURSE NAME Understanding the Elusive Consumer Crédits / Credits Nombre / Number : 4 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 27 Nbh : Nbh : Nbh : Nbh : PGE MS PGE FC MSc X PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages X Type de cours / Course type Commun / Core X Electif / Elective Optionnel /Optional Année / Year 2013 Campus / Campus LILLE PARIS x SOPHIA X SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) English S6 Peter Spier SOPHIA David Ward-Perkins LILLE PARIS Gisèle Dudognon SUZHOU RALEIGH Description du cours / Course description The course covers the theory and practice of understanding and managing consumer behaviour and attitude. Through practical exercises, it demonstrates the tools and techniques of consumer analysing, and presents a range of strategies used in today s marketplace to attract consumers and maintain loyalty. A special focus will be on evolving trends, generational changes and social media. Knowledge and Understanding Résultats d apprentissage / Learning Outcomes Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives By the end of the course, the student will be expected to understand : - The main issues surrounding consumer behaviour, attitude and values, in a business context - The marketing approach to consumer analysis. Practical skills: By the end of the course, the student is expected to be able to present the results of a consumer analysis with clarity, draw conclusions from that analysis and draft appropriate recommendations. 7

Evaluation finale (DS) / Final examination Evaluation des étudiants / Student Assessment QCM (quizz) % Etude de cas (case study) % Questions (questions) % Exercices (exercises) % Autre (other) % Précisez (precise): Contrôle continu / Continuous Assessment Présentation orale (oral presentation) 50% QCM (quizz) % Dossier 50% Etude de cas (case study) % Autre (other) % Précisez (precise): Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures x Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) X Group work Activités d apprentissage / Learning activities Etude de cas / Case Studies x Travail personnel guidé / Guided personal work x Travail personnel autonome / Autonomous personal work x Projet / Project x Autre (expliquer) / Other (explain) : 8

CODE DU COURS / COURSE CODE B2B AND CHANNEL MANAGEMENT Crédits / Credits 4 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 27h Nbh : Nbh : 30H Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) Description du cours / Course description Résultats d apprentissage / Learning Outcomes English Basic Knowledge of marketing principles S6 Henri Verliefde/Heather Robertson SOPHIA LILLE Henri Verliefde/ Heather Robertson 9 PARIS Henri Verliefde/ Heather Robertson SUZHOU RALEIGH This course explores customer/supplier/retailer relationships in an international context. The course is divided into two parts. The first deals with inter-relationships in the world of B2Borganizations and structures, including industrial marketing. The second part focuses on channel management and the current state of supply-chain management today. Knowledge and Understanding (subject specific) Understand and manage professional customers needs, organize information systems to anticipate future requirements and expectations. Design and organize product and service delivery and optimize company marketing processes Understand demand specifications to develop and implement products and services efficiently Identify the economic significance and evolution of channel management Identify the link between channel management and B2B marketing and supply-chain management Identify the key processes including pricing leading to successful channel management Identify the e-dimension and global dimension of channel management Understand the role of the distribution chain in delivering a value offering to consumers Understand the role of operational excellence tools and concepts to sustain competitive advantage Explain the key issues and trends surrounding channel management in the 21 st century Cognitive/Intellectual skills (generic)

Understand specific behavior of industrial and B2B operators Explore and select adapted marketing mix variables for B2B strategy Understand B2B particularities of each marketing mix component Identify the key factos challenging international B2B marketing and channel management today Attitudes/Key transferable skills (generic) Compose and design proper marketing strategy for a given B2B situation Design and implement a service strategy for an industrial or B2B operator Develop problem-solving and critical analysis skills Interact effectively within a group Develop one s curiosity and ability to understand channel marketing processes Develop coherent arguments to support strategic and operational recommendations Practical skills (subject specific) Set up market research and information programs to feed B2B projects Monitor marketing audit projects for B2B operations Apply B2B segmentation for adapted targets Design specific positioning in a B2B market situation Analyze different channel management strategies and provide strategic analysis and recommendations via Powerpoints and mockups Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination 50 % Evaluation des étudiants / Student Assessment QCM (quizz) 25% Etude de cas (case study) % Written exam 25% Exercices (exercises) % Individual essay 35% Contrôle continu / Continuous Assessment 50% Team oral presentation 30% QCM (quizz) % Group written project % Individual reports % Participation) 20% Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan Bibliographie / References Site(s) web / Web sites Lecture obligatoire / Required reading Optionnelle / Recommended 10

CODE DU COURS / COURSE CODE INNOVATION AND NEW PRODUCT DEVELOPMENT Crédits / Credits 4 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 27h Nbh : Nbh : 30H Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) Description du cours / Course description Résultats d apprentissage / Learning Outcomes English Basic Knowledge of marketing principles S6 Marcos Lima SOPHIA Marcos Lima LILLE 11 PARIS Marcos Lima SUZHOU RALEIGH The objective of this course is to give students an overview of the relationship between strategic marketing and the creation of innovation within an organization. In addition, the development and introduction of new products is constantly demanded for companies to maintain their competitive edge. In this course, students will learn how to successfully develop and launch new products for both domestic and international markets, and when to adapt products developed for the home country for specific cultural markets. Knowledge and Understanding (subject specific) Understand how organizations can create a culture of innovation at all levels of its operations. Identify and evaluate global market trends and opportunities affecting product development and innovation. Create a global strategic product launch management plan to ensure successful execution worldwide Understand how to evaluate existing competitive products operating in current markets and how your own product strategies can make your products more competitive. Understand the principles that guide competitiveness through innovation Cognitive/Intellectual skills (generic) Understand the importance of continuous innovation within an organization and how to foster it. Understand product development as a mirror of cultural, social and environmental factors

Comprehend the different role innovation has in different societies and cultures. Formulate an innovation strategy based on environmental analysis Attitudes/Key transferable skills (generic) Recognize global and local marketing practices and understand where adaptation is needed for customers from different cultures and markets. Monitor and evaluate the changing market environments to ensure that products maintain their relevancy, or adapt to these changes. Develop programs that help enhance the strength of product portfolios. Practical skills (subject specific) Develop practices and techniques for idea generation, validation and execution Build successful product management teams. Develop flexible tools and techniques for evaluating market conditions and competitive positioning of your products. Create an innovation culture and innovative processes within an organization Implement marketing strategies for innovative service development and launches Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination 50 % Evaluation des étudiants / Student Assessment QCM (quizz) 15% Etude de cas (case study) 35% Written exam % Exercices (exercises) % Individual essay % Contrôle continu / Continuous Assessment 50% Team oral presentation 30% QCM (quizz) % Group written project % Participation) 20% Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan Bibliographie / References Site(s) web / Web sites Lecture obligatoire / Required reading Innovation Management and New Product Development, Paul Trott, 2012, Prentice Hall Optionnelle / Recommended Winning at New Products:Creating Value Through Innovation, Robert Cooper, 2011, Basic Books Managing Innovation: integrating Technological, Market and Organizational Change, Joe tidd and John Bessant, 2009, Wiley 12

CODE DU COURS / COURSE CODE PUBLIC RELATIONS AND CRISIS MANAGEMENT Crédits / Credits 4 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 27h Nbh : Nbh : 30H Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) Description du cours / Course description Résultats d apprentissage / Learning Outcomes English Basic Knowledge of marketing communications S6 Vicki Enteen SOPHIA Vicki Enteen LILLE 13 PARIS Vicki Enteen SUZHOU RALEIGH The purpose of this course is to introduce the student to the field of public relatios and its various applications and strategies, within an international context. It also explores the role of media in our current culture and how media can be used to help fulfill business objectives. An important, and growing, area of public relations is crisis management, as organizations worldwide recognize the value of preparation before a cris happens. Knowledge and Understanding (subject specific) Have a broad overview of the diverse and complex field of public relations Understand how public relations can be used to fulfill specific business objectives and strategies. Understand why the field of public relations has grown in importance for all organizations and why it is taking increasing proportions of marketing budgets. Develop understanding of the comparison between public relations with advertising and promotion. Cognitive/Intellectual skills (generic) Recognize current trends, news, methods, and developments in the field of public relations Analyze successes and failures in current business climates. Think creatively in a broader context.. Attitudes/Key transferable skills (generic)

Comprehend the global aspects of communication with regard to public relations. Develop programs that help enhance the strength of product portfolios. Comprehend the real-world (non-academic) context for international public relations programs. Practical skills (subject specific) Define the wide range of public relations functions in today s complex and overlapping markets. Learn, discuss and evaluate public relations writing styles Develop a PR sense for what is newsworthy or appealing to the media. Learn how to maximize their working relationships with the media. Learn practical skills, techniques and tools for succeeding in public relations today. Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination 35 % Evaluation des étudiants / Student Assessment QCM (quizz) % Etude de cas (case study) % Written exam % Exercices (exercises) % Individual essay 35% Contrôle continu / Continuous Assessment 65% Team oral presentation 25% QCM (quizz) % Group written project % Individual reports 15% Participation) 25% Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan Bibliographie / References Site(s) web / Web sites Lecture obligatoire / Required reading The Practice of Public Relations, Fraser P. Seitel, 2012, Pearson Optionnelle / Recommended PR Daily News Feed web newsletter Brandchannel web newsletter Brandweek web newsletter 14

CODE DU COURS / COURSE CODE SALES, NEGOTIATION AND KEY ACCOUNT MANAGEMENT Crédits / Credits 4 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 27h Nbh : Nbh : 30H Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) Description du cours / Course description English Basic Knowledge of marketing communications S6 Jean-Pierre Mariaccia SOPHIA Jean-Pierre Mariaccia LILLE PARIS Jean-Pierre Mariaccia SUZHOU RALEIGH The purpose of this course is to prepare students for the business world through the study of three key management functions: sales, negotiations, and key account management. This practical course will be operated as several full-day workshops offering hand-on experience.included are sales techniques such as convincing customers during sales calls, handling objections, and closing the deal; key account management techniques, including setting strategy, taking advantage of opportunities, identifying key decision-makers, and building sales strategy; and negotiation skills, including effective planning, conducting the negotiation process, and handling difficult situations. Knowledge and Understanding (subject specific) Have a firm understanding of effective sales techniques and when to use them. Understand the procurement process and how to deal with buyers Résultats d apprentissage / Learning Outcomes Cognitive/Intellectual skills (generic) Recognize optimal account management strategies Recognize sales opportunities Build effective strategies for various situations Understand intercultural issues in the buyer/vendor relationship 15

Attitudes/Key transferable skills (generic) Identify key decision-makers (non-academic) context for international public relations programs. Comprehend negotiating tricks and how to avoid traps Recognize how to handle conflict Practical skills (subject specific) Manage a sales call efficiently Build client relationships Engage in appropriate dialogue with clients Use rational and emotional arguments and other persuasive techniques Know how to close a deal Negotiate successfully to achieve win-win situations Know how to sell complex projects Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination 60 % Evaluation des étudiants / Student Assessment QCM (quizz) 25% Etude de cas (case study) % Written exam % Exercices (exercises) % Individual essay 35% Contrôle continu / Continuous Assessment 405% Team oral presentation 20% QCM (quizz) % Group written project % Individual reports % Participation) 20% Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan Bibliographie / References Site(s) web / Web sites Lecture obligatoire / Required reading Optionnelle / Recommended 16

CODE DU COURS / COURSE CODE NOM DU COURS / COURSE NAME Luxury goods management Crédits / Credits Nombre / Number : 2 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 15 Nbh : Nbh : Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) English Good knowledge of marketing S5/S6 Ivan Coste SOPHIA Ivan Coste LILLE PARIS Ivan Coste SUZHOU RALEIGH Description du cours / Course description The Luxury World is growing at a high speed. It is now spreading over unexpected segments or nations. This specific management involves many uncommon strategic decisions, and needs precise and multiple tools. From the Supply Chain Management to the final sales, this activity will be explained. This course has been designed in order to make students understand these multiple specificities and facets by means of various cases and professional examples. If needed some other lecturers could be welcomed. Résultats d apprentissage / Learning Outcomes Connaissances / Knowledge and Understanding (subject specific) A l issue de la formation, l étudiant devrait être capable de : Have a theoretical and applied understanding of the broad topics comprising the course: current hot topics and theories in the luxury industry, communication, organizational culture, and ethics (including corporate social responsibility). 17

Aptitudes cognitives / Cognitive/Intellectual skills (generic) A l issue de la formation, l étudiant devrait être capable de : Students will learn to develop lateral thinking, complex vision and flexible managerial capacities. Luxury strategies need to be created around changes and kinetics -. Attitudes / Key transferable skills (generic) Have a broad approach of that world, understand how innovation and the most accurate approaches to it are relevant and should be tought to the global company, its employees, and customers. Branding expertise at the upmost Compétences pratiques / Practical skills (subject specific) A l issue de la formation, l étudiant devrait être capable : Many professional tools will also be used from marketing approaches to accurate media planning, whether national or international. Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination Evaluation des étudiants / Student Assessment QCM (quizz) % Etude de cas (case study) % Questions (questions) % Exercices (exercises) % Autre (other) 50% Précisez (precise): team reserach project presentation Contrôle continu / Continuous Assessment Présentation orale (oral presentation) % QCM (quizz) % Dossier % Etude de cas (case study) % Autre (other) 50% Précisez (precise): team research project and participation Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) :group project Plan de cours / Course plan Session 1 : State of the art, evolution of luxury, from family owned business to meta-structures. Facts, Figures and forecasts. Session 2 : Consumers evolution. Behavioral and sociological shifts, the emergence of new consumers and geographical implementations 18

Session 3 : How to build a luxury brand. The role of EI and KM, tools to be used. Session 4 : Running a luxury business. GRDI, Big Mac Index, sales evolutions monitoring, adaptation of the POS and distribution channels, strategic choices of incoterms, currency risks management, selection of the implementation modes. Session 5 : What s coming up? Trends, how to transfer the atmosphere of the POS to internet, pop-up stores, sales multi-pricing theories and troubles Bibliographie / References Site(s) web / Web sites Lecture obligatoire / Required reading Will be discussed during class Luxury Strategy in Action, Jonas Hoffman, Ivan Coste Manière, Mac Millan Palgrave Dec 2011 Optionnelle / Recommended 19

CODE DU COURS / COURSE CODE NOM DU COURS / COURSE NAME Sensory marketing Crédits / Credits Nombre / Number : 2 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 15 Nbh : Nbh : Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) Description du cours / Course description English Good knowledge of marketing S6 Virginie Maille SOPHIA Virginie Maille LILLE PARIS Virginie Maille SUZHOU RALEIGH Many students and practitioners have heard about sensory marketing, but a few of them know what it is. They usually think that making sensory marketing is just optional, and that it consists in gratifying at least one of the consumer s senses with a good look, sound, taste, smell or touch This is a double mistake. First, all the products, advertisements and stores are sensorial in nature. Second, the sensations they induce, pleasant, unpleasant or even neutral as regards to pleasantness, impact affective responses such as emotions and pleasure, but also cognitive responses such as attention, information processing, and decision making. Then, understanding those influences and their mechanisms provides a valuable advantage in today s crowded marketplace. This course will give an overview of the main literature related to the five senses in cognitive psychology, neuroscience and sensory marketing. Drawing on its results, we will then try to see how to implement sensory marketing principles in different managerial contexts. Résultats d apprentissage / Learning Outcomes Knowledge and Understanding (subject specific) 20

- define what sensory marketing is and is not; - describe the perception mechanisms - outline the different impacts of each sense; - outline the different steps to implement a sensory marketing strategy Cognitive/Intellectual skills (generic) - analyze and integrate information in order to make the best possible decisions - use tools independently in simple and/or familiar contexts or with guidance when working in greater complexity Key transferable skills (generic) - take responsibility for own learning - collaborate in a group - meet obligations to others (good relationships, being able to meet expectancies and deadlines in an autonomous way) - search and select library resources that relate to the discipline - communicate effectively (give an oral presentation, write a report) Practical skills (subject specific) - analyze the relevancy of a sensory marketing project Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination Evaluation des étudiants / Student Assessment QCM (quizz) % Etude de cas (case study) % Questions (questions) % Exercices (exercises) % Autre (other) 50% Précisez (precise): written report Contrôle continu / Continuous Assessment Présentation orale (oral presentation) 50% QCM (quizz) % Dossier % Etude de cas (case study) % Autre (other) % Précisez (precise): Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) :readings Plan de cours / Course plan 1 Introduction : what sensory marketing is and is not, why it is important for practitioners 2 literature related to the five senses in cognitive psychology, neuroscience, sensory marketing 3 how to implement sensory marketing principles in a managerial context? Bibliographie / References TBD Lecture obligatoire / Required reading TBD Optionnelle / Recommended Site(s) web / Web sites 21

CODE DU COURS / COURSE CODE MANAGING AN EXPORT PROJECT Crédits / Credits 2 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 15h Nbh : Nbh : 5H Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) Description du cours / Course description Résultats d apprentissage / Learning Outcomes English Basic Knowledge of marketing and management principles S6 Michel Felix SOPHIA Michel Felix LILLE PARIS Michel Felix SUZHOU RALEIGH.this course focuses on an essential activity of international companies, exporting to foreign countries. This has become increasingly important as companies all over the world step up their efforst to supply and service markets outside their national boundaries. How does one manage an export project? The overall objective of the course is to enable students to apply methodology which allows handling export operations, from the selection of the adapted offer for large markets, to the market entry solutions and the control and follow-up of export sales. Studying real projects, students will study an export opportunity and will have to propose a commercial plan using the methods learned in this elective, including a diagnosis and recommendations on export cost analysis, export pricing, incoterms, distribution, legal regulations, etc. methods include various case studies to reflect real-world export situations and decision-making. Knowledge and Understanding (subject specific) Understand how to assess whether the projected offer will create value in a market Understand how to use secondary data to analyze the sales potential of a foreign market in B2B and B2C. Understand the legal and physical accessibility of the target market. Learn how to calculate export cost projections, determine export pricing, choose incoterms, and degrees of integration for an export offer. Cognitive/Intellectual skills (generic) 22

Understand how to choose and apply the most suitable methods available at each step of the overall export approach, according to the market situation Recognize how to critically analyze case studies, Apply critical thinking skills and intellectual adaptability to develop valuable market entry solutions. Attitudes/Key transferable skills (generic) Learn how to interact and work professionally in a team context. Use one s own cultural and linguistic knowledge about a target market to propose the right export offer to the right place. Think outside the box in developing arguments and solutions. Build one s expertise in an export zone and one s sense of export opportunities Practical skills (subject specific) Develop focused information gathering techniques Develop fine-tuned research, writing and presentation skills. Develop project management and group work organizational skills. Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination 55% Evaluation des étudiants / Student Assessment QCM (quizz) % Etude de cas (case study) % Written exam % Exercices (exercises) % Individual essay 55% Contrôle continu / Continuous Assessment 45% Team oral presentation % QCM (quizz) % Group written project % Individual presentation 25% Participation) 20% Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan Bibliographie / References None Lecture obligatoire / Required reading Optionnelle / Recommended Site(s) web / Web sites 23

CODE DU COURS / COURSE CODE NEW TECHNOLOGIES AND M-COMMERCE Crédits / Credits 2 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 15h Nbh : Nbh : 5H Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) Description du cours / Course description English Basic Knowledge of marketing principles S6 Mady Keup SOPHIA Mady Keup LILLE PARIS Mady Keup SUZHOU RALEIGH This course is designed to give students an understanding of the basic principles of Web 2.0 marketing, and of building E-commerce sites. It also explores the fast-developing world of M-commerce, both the current scope of marketing activities and trends for the future. Knowledge and Understanding (subject specific) Understand how to develop an M-commerce strategy Understand strategic and technical aspects of digital marketing Cognitive/Intellectual skills (generic) Résultats d apprentissage / Learning Outcomes Understand the basics for marketing on the web such as online user segmentation, website optimization and Search Engine Optimization Develop an operational plan for social network communication Attitudes/Key transferable skills (generic) Understand the role of Web 2.0 tools such as social media, blogs, etc. for marketing purposes Develop a critical analysis of strategic and technical aspecis of using new technologies 24

Anticipate innovations, evolutions and developments on the Internet Practical skills (subject specific) Review current web-specific advertising techniques and the importance of E-commerce and M- commerce Evaluate the importance of mobile usage for digital marketing Analyze trends in the digital technology field and how they can be utilized in marketing initiatives Contribution to learning objectives Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination 50 % Evaluation des étudiants / Student Assessment QCM (quizz) % Etude de cas (case study) % Written exam 50% Exercices (exercises) % Individual essay % Contrôle continu / Continuous Assessment 50% Team oral presentation 30% QCM (quizz) % Group written project % Individual reports % Participation) 20% Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan Bibliographie / References None Lecture obligatoire / Required reading Optionnelle / Recommended Site(s) web / Web sites 25

CODE DU COURS / COURSE CODE NOM DU COURS / COURSE NAME Not-for-profit Marketing Crédits / Credits 2 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 15 Nbh : Nbh : Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2012-13 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus Evaluateur(s) / Evaluator(s) English Semester 2 Vicki Enteen SOPHIA LILLE Frédéric Dimanche & David Ward-Perkins PARIS David Ward-Perkins SUZHOU RALEIGH Description du cours / Course description Marketing is generally associated with commercial and for-profit operations, but the principles of marketing (research, brand management, planning, etc.) are as relevant in non-profit fields. Non-profit does not simply mean the marketing of charitable operations, but includes all public services as well as branches of commercial companies that are not primarily driven by the need to generate profit. The key to success in non-profit marketing is the understanding of human behaviour and values and a powerful engagement with stakeholders and the public. Connaissances / Knowledge and Understanding (subject specific) Résultats d apprentissage / Learning Outcomes 1. Understand how non-profit businesses and operations interact with consumers on an individual and societal level 2. Understand and know how to apply core concepts of marketing to operations in the charitable, public service and other non-profit fields Aptitudes cognitives / Cognitive/Intellectual skills (generic) 1. Develop the self-knowledge and personal capacity to lead manage businesses effectively and ethically. 2. Apply an understanding of human and ethical concerns to addressing problems and opportunities. 3. Leverage marketing methods and collaboration strategies to drive change at the individual, team, 26

organizational and societal level. Attitudes / Key transferable skills (generic) 1. Communicate clearly and persuasively in writing, speaking, and interpersonal relations. Compétences pratiques / Practical skills (subject specific) Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Evaluation des étudiants / Student Assessment Learn how to develop a marketing strategy and draft a marketing plan for non-profit operations. LO1.1 To recognize potential ethical dilemmas LO1.2 To select the best course of action to follow in order to behave as responsible managers LO3.2 To produce clear, well organized written communication LO4.1 To analyze globalization and evaluate its effects on business LO4.2 To apply theories and key concepts in the field of the management of knowledge assets, technological progress and innovation LO5.1 To analyze and apply advanced concepts in a specialized discipline LO5.2 To assess a business issue and formulate solutions in a specialized discipline Final examination QCM (quizz) % Etude de cas (case study) 40% Questions (questions) % Exercices (exercises) % Autre (other) % Précisez (precise): Continuous Assessment Présentation orale (oral presentation) % quizz) % Brief 40% case study % Other : Participation 20% Précisez (precise): Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan Bibliographie / References Required reading To be provided in advance of the course Recommended Site(s) web / Web sites 27

CODE DU COURS / COURSE CODE NOM DU COURS / COURSE NAME MANAGING KNOWLEDGE, CREATIVITY AND INNOVATION Crédits / Credits 4 Charge de travail / Student workload Programme / Program Face à face / Contact Hours Distanciel / Autonomous Personal &/or Team work Evaluation / Evaluation Durée Nbh : 15 Nbh : Nbh : Nbh : Nbh : PGE MS PGE FC MSc PGE COOP Bachelor DDA ESDHEM CCA PhD Département / Department Droit et Fiscalité / Law and Taxation Economie / Economics Finance, comptabilité, contrôle / Accounting and Finance Management de Projets / Project Management Marketing Vente / Marketing Management Ressources Humaines et Comportement Organisationnel / Human Resource Management & Organizational Behaviour Stratégie et Entrepreneuriat / Strategy & Entrepreneurship Systèmes d information et Organisation / Information System & Organization Langues / Languages Type de cours / Course type Commun / Core Electif / Elective Optionnel /Optional Année / Year 2013 Campus / Campus LILLE PARIS SOPHIA SUZHOU RALEIGH Cours ouvert aux étudiants en échanges in / Course open to students in exchange Langue d enseignement / Teaching Language Pré-requis / Prerequisite Période d enseignement / Teaching period Responsable du cours / Course Coordinator Noms des Intervenant(s) par campus/ Instructor(s) Names by campus English Semester 2 SOPHIA LILLE PARIS Stefano BORZILLO SUZHOU RALEIGH Evaluateur(s) / Evaluator(s) Stefano BORZILLO Description du cours / Course description This course explores how firms manage their knowledge, their employees ideas and creativity, and best practices to remain competitive in today s global and innovative economic context. A number of key concepts extensively referred to in knowledge management will be presented: Use of internal knowledge networks (or «communities of practices») to stimulate innovation/creativty developing prototypes to design new products and services). 5 steps process framework to manage creativity and innovation Multiplication of best practices across business units focus on core competences of the firm In sum, we will understand why managing knowledge and good ideas is a source of value creation for companies that want to remain creative/innovative. We will also explore and discuss (using a teamwork approach) two main business case studies: 1) Global Knowledge Management at Danone. The purpose of this case is to teach the difficulties and key success factors of the sharing of good practices within Danone group, at a global level. This case presents different methods used by Danone to leverage employees knowledge and skills, in order to improve innovation. 28

2) IDEO: Service Design. IDEO is a leader in designing creative services for its customers. The IDEO Service Design case works well as an introduction to the field of service design. The case not only describes the innovation process that IDEO uses but also by illustrating in detail how the process is applied to a range of different service projects. This case presents a 5 steps innovation process that can be used for any (service) design project, by showing how IDEO integrates into this process both the creativity of its employees and its customers. Connaissances / Knowledge and Understanding (subject specific) A l issue de la formation, l étudiant devrait être capable de : Résultats d apprentissage / Learning Outcomes The student is expected to: gain an overall view of some key concepts of knowledge management: knowledge creation, knowledge and best practices sharing/transfers, managing internal social networks (eg: communities of practice) to stimulate the sharing of ideas between employees, processes of managing creativity and innovation. Aptitudes cognitives / Cognitive/Intellectual skills (generic) A l issue de la formation, l étudiant devrait être capable de : Attitudes / Key transferable skills (generic) A l issue de la formation, l étudiant devrait être capable de : Compétences pratiques / Practical skills (subject specific) A l issue de la formation, l étudiant devrait être capable : Contribution aux objectifs pédagogiques du programme / Contribution to learning objectives Evaluation des étudiants / Student Assessment Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum mapping du programme) Evaluation finale (DS) / Final examination QCM (quizz) % Etude de cas (case study) % Questions (questions) % Exercices (exercises) % Autre (other) % Précisez (precise): Contrôle continu / Continuous Assessment Présentation orale (oral presentation) % QCM (quizz) % Dossier % Etude de cas (case study) % Autre (other) % Précisez (precise): Méthodes d enseignement / Teaching Methods Format de cours / Course format Cours / Lectures Séminaire / Seminar Tutorat / Tutorial sessions TD Autre (other) Précisez (precise) Activités d apprentissage / Learning activities Etude de cas / Case Studies Travail personnel guidé / Guided personal work Travail personnel autonome / Autonomous personal work Projet / Project Autre (expliquer) / Other (explain) : Plan de cours / Course plan A brief introduction to the role of managing knowledge and innovation in today s economy Defining key aspects of knowledge: tacit vs explicit knowledge Process of knowledge creation: knowledge socialization ->knowledge externalization ->knowledge combination->knowledge internalization The notion of internal social networks and the role they play for firms to leverage sharing of ideas, 29

knowledge and best practices. We will explore aspects of a particular form of internal social networks, called communities of practice (used in many companies that are successful in the knowledge economy) The value of prototyping to design new products and services A five-step Innovation Process that can be used for any design project, whether it is a service or a product. These five steps are: Observe -> Synthetize ->Generate Ideas ->Refine ->Implement. ALL THESE ASPECTS WILL BE ILLUSTRATED THROUGH BUSINESS CASES PRACTICAL EXAMPLES OF COMPANIES Lecture obligatoire / Required reading Bibliographie / References Business cases (to read before coming to class): Global Knowledge Management at Danone IDEO: Service Design (case A) IDEO: Service Design (case B) Optionnelle / Recommended Site(s) web / Web sites 30