OUR ACADEMIC DEPARTEMENTS |
Lesson details
 | INNOVATIVE DECISION MAKING FOR MARKETING STRATEGY(Old Title: MARKETING & INNOVATION) | ||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S1-MKT-MA-EI117E | MARKETING | |
| Level | Year | Period | Language of instruction |
|---|---|---|---|
| Master | 1 | S1 | EnEnglish |
| Academic responsibility | BJ.BABIN |
|---|---|
| Lecturer(s) | Barry BABIN |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
Prerequisites
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.
Learning outcomes
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.
Course description
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.
Class type
Class structure
| Type of course | Numbers of hours | Comments | |
|---|---|---|---|
| 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 | |
| Total student workload | 38,00 | ||
Teaching methods
- Case study
- Coaching
- E-learning
- Presentation
- Project work
Assessment
| Type of control | Duration | Number | Percentage break-down |
|---|---|---|---|
| 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 | ||
Recommended reading
- 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. -
Internet resources
* This information is non-binding and can be subject to change
