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Innovation through social media


IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)Y.MOYSAN

Pré requis

The student should have a fundamental understanding of marketing theory and practice and more particularly regarding social media.

Objectifs du cours

At the end of the course, the student should be able to:
A. Understand and define Innovation
B. Understand the main steps of innovation process
C. Critically analyze the role of social media in the innovation process
D. Critically analyze the role of Customers in the innovation process through social media
E. Critically analyze the role of employees and Partners in the innovation process through social media
F. Demonstrate practical knowledge of how to implement a project to foster innovation through social media

Contenu du cours

Innovation definition
Innovation model (QFD)
Innovation process to transform ideas into realities
Social Media
Social Innovation
Social Media and Open innovation
Innovation through social media with customers
Innovation through social media with employees and partners
Focus on IBM as a best in class example

Teaching will involve a mixture of delivered lectures, videos, group discussion and case studies. Throughout all of these, the environment will be very much one of interaction.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Independent study
Group Project18,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


The course will be assessed through:
- 1 team project consisting of a 15 minute team presentation
- Mini Case studies in class (individual)
- student participation in the course

Type de ContrôleDuréeNombrePondération
Final Exam
Oral exam0,25150,00
Continuous assessment
Oral presentation0,00150,00
TOTAL     100,00


  • The Art of Social Media: Power Tips for Power Users Guy Kawasaki et Peg Fitzpatrick -

  • The Innovator's Dilemma: The Revolutionary Book That Will Change the Way You Do Business Clayton M. Christensen -

  • Seeing What's Next: Using the Theories of Innovation to Predict Industry Change CHRISTENSEN -

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube