Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

To master the basics of marketing managements

Objectifs du cours

- Understand the main innovation theories, know the ingredient and some recipes to innovate in a company or create a new venture.
- Think outside of the box, dare, develop their curiosity, creativity
- Have the right mindset to innovate

Contenu du cours

Innovation is not necessarily about creating new technology. In fact, some of the most iconic innovation examples of the past few years (the iPhone, Amazon Prime, Uber) use existing technology to create superior value through better business model design and new consumption uses.

This course will give students an overview on what innovation is all about, starting from the notion of creativity and brainstorming, to consumer insight (active listening, ethnography, individual or collective interviews). Consumer insight emerge as powerful fools to find relevant ideas and innovations.


The purpose of this class for the students is to:
- Understand the importance of innovation and its main theories
- Teach them how to boost their creativity
- Know what makes an innovation a success or a failure
- Understand the innovation and entrepreneurship processes
- Be familiar with 2017-2018 market trends and technologies
- Be exposed to many concrete examples to feed their inspiration
- Practice and learn by doing
- External professionals will visit to share experiences and give some real life examples


Students will work hands-on to develop an innovation project based on a new service (related to service functionality and collaborative consumption).

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Coaching
• Interactive class
• Presentation
• Project work
• Seminar

Évaluation

- A group project based on a real-world business project based on an innovation in the field of "servicization" (a new service) (an oral defense in front of a startupper, a manager in the field of innovation)
- Active and relevant participation (individual assessment)
- MCQ

Bibliographie

• Trott, P. (2011). Innovation Mangement and New Products, Pearson, Paris -

• Jobs, S. (2011). Les secrets d'innovations de Steve Jobs, Pearson, Paris -

• Le Nagard-Assayag, E., Manceau, D., Delerm, S. (2015). Marketing de l'innovation, Dunod, Paris -

• ? Revues professionnelles : Points de vente, L.S.A, Linéaires, Marketing Magazine,… -

• Peter S. van Eck, Wander Jager, and Peter S. H. Leeflang (2014). Opinion Leaders’ Role in Innovation Diffusion: A Simulation Study. J PROD INNOV MANAG 2011;28:187–203 -

• Kratzer, Christopher Lettl, Nikolaus Franke, and Peter A. Gloor (2016). The Social Network Position of Lead Users*. J PROD INNOV MANAG 2016;33(2):201–216 -

Ressources internet

• "L'insight"... pierre angulaire d'une innovation réussie !

  "L'insight"... pierre angulaire d'une innovation réussie !

• Consumer Behaviour in a Connected World – Facebook Effect

  Consumer Behaviour in a Connected World – Facebook Effect

• Innovation in Practice: Marketing Innovation

  Innovation in Practice: Marketing Innovation