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PRODUCT & INNOVATION

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-IN-S1-MKT-IN-EI03UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1English
Professeur(s) responsable(s)L.VERDICKT
Intervenant(s)Laurence VERDICKT


Pré requis

Basic knowledge of Marketing management, Consumer Behavior and Marketing research

Objectifs du cours

At the end of the course, the student should be able to:
- Understand the critical role of innovation for companies and the opportunities and challenges of innovation
- Identify the sources of innovation
- Understand the New Product Development Process and apply it to analyze real life innovations
- Understand, describe and evaluate actual product innovations

Contenu du cours

- The role of innovation, its opportunities and challenges to corporations
- The role of marketing in the innovation process
- The various types and sources of innovation
- Consumers’ response to innovation
- The New Product Development process : from concept to actual offer
- The Launch of New Product and the monitoring of results
- Key Success factors in product innovation, lessons from successes and failures
- A critical look at innovation and the new challenges to corporations (BOP marketing, ethics, globalization)
Illustrations: Nespresso, Apple, Geox, Google Glasses, Uber, Red Bull (cases subject to revision)


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings14,00  
Independent study
Group Project10,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Project work
  • Interactive class
  • Case study


Évaluation

- case studies in-class and as homework, presented in class (group work)
- final essay (group work) : explain and critically analyze a real-life product innovation
- individual class participation

Type de ContrôleDuréeNombrePondération
Others
Group Project10,00150,00
Case study6,00340,00
Continuous assessment
Participation0,00010,00
TOTAL     100,00

Bibliographie

  • Le Marketing de l’innovation - LE NAGARD-ASSAYAG (Emmanuelle) et MANCEAU (Delphine) - Dunod, 3ème édition -


Ressources internet



 
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