FORMATIONS |
Fiche détaillée d'un cours
INNOVATIVE DECISION MAKING FOR MARKETING STRATEGY(Old Title: MARKETING & INNOVATION) | |||
2018-2019 | FrIESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1819-IÉSEG-M1S1-MKT-MA-EI117E | MARKETING |
Niveau | Année de formation | Période | Langue d'enseignement |
---|---|---|---|
Master | 1 | S1 | FrEnglish |
Professeur(s) responsable(s) | BJ.BABIN |
---|---|
Intervenant(s) | Barry BABIN |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
Pré requis
Competence using basic marketing terminology such as obtained in a principles of marketing class. Comfort orally presenting before a group and discussing course materials in English. A cursory understanding of the key elements of business strategy.
Objectifs du cours
At the end of the course the student should be able to :
Understand the way people involved in business normally think
An ability to apply the creative – analytical problem solving process (CAPS)
Better able to effectively define problems and spot opportunities
An ability to apply a systematic process in effectively identifying and defining opportunities and problems
An Enhanced ability to generate large numbers of ideas
A working knowledge of five or more design ideation approaches
Understand the concept of relevance and use it to decide from among multiple creative opportunities.
Contenu du cours
Introduction to the pscyhology of solving problems and thinking in general.
The need for creativity in marketing.
Training in multiple cognitive tools enabling one to better understand the true nature of the decision-situation and to better describe the decision situation effectively in writing.
Ideation
Training in multiple Ideation Tools
What are the characteristics of successful innovations?
Using those characteristics to screen ideas.
Making decisions using relevance and an open mind.
Modalités d'enseignement
Organisation du cours
Type | Nombre d'heures | Remarques | |
---|---|---|---|
Independent study | |||
Estimated personal workload | 2,00 | ||
Group Project | 4,00 | ||
Individual Project | 4,00 | ||
Independent work | |||
Research | 4,00 | Research to Complete in-class Assignments | |
Reference manual 's readings | 8,00 | Readings from articles that comprise the coursepack | |
Face to face | |||
Coaching | 8,00 | Coaching Students as They Learn and Apply Problem Definition and Ideation Tools | |
lecture | 8,00 | Time Covering Basic Principles in Class | |
Charge de travail globale de l'étudiant | 38,00 |
Méthodes pédagogiques
- Case study
- Coaching
- E-learning
- Presentation
- Project work
Évaluation
Type de Contrôle | Durée | Nombre | Pondération |
---|---|---|---|
Continuous assessment | |||
Participation | 0,00 | 0 | 35,00 |
Oral presentation | 2,00 | 0 | 10,00 |
Final Exam | |||
Written exam | 2,00 | 0 | 35,00 |
Others | |||
Group Project | 4,00 | 0 | 10,00 |
Written Report | 8,00 | 0 | 10,00 |
TOTAL | 100,00 |
Bibliographie
- Michalko, M. Cracking Creativity: The Secrets of Creative Genius. 10 Speed Press: Berkely, CA
-
Book above is recommended reading only. The reviews below are required:
- Levitt, Theodore (1960), "Marketing Myopia," Harvard Business Review, July- August, 2-15. -
- Kelley, T. and D. Kelley (2014), "Creative Confidence: the Path from Blank Page to Insight," Rotman Management, (Winter), 17-21. -
- Kim , W.C. and R. Mauborgne (2004), "Blue Ocean Strategy," Harvard BusinessReview, October, 2-10. -
- Almquist, E., J. Senior, N. Block (2016), "The Elements of Value," Harvard Business Review, Sep. 1, 3-9. -
Ressources internet
* Informations non contractuelles et pouvant être soumises à modification