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START UP MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MA1S2-MKT-MA-EE93UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master GE1S2English
Professeur(s) responsable(s)P.DAILLY , G.DE KERVILER
Intervenant(s)Philippe DAILLY / Stephane LAUTISSIER


Pré requis

Future entrepreneurial project

Objectifs du cours

At the end of the course, the student should be able to:
Developing a customer relationship adapted to the growth of users
Develop a marketing strategy to create retention and develop transaction opportunities
Develop community building skills
Innovate and set up creative solutions in an organization
Analyze and solve complex problems with the appropriate methodology
Work efficiently in a team and provide contributions

Contenu du cours

1 / Exploring idea and market … :
- From BMC Canvas to lean startup canvas, presentation of tools to focus the value proposal
- How to test the market : basis of customer discovery
- How to find check added-value : frameworks to target traction
2 / From idea to business plan : Introduction to business plan
- Sum up the project and the first results (market feed back, traction…)
- Presentation of business plan framework
- How to fill a business plan
3 / First pitch and coaching : how to make live your craft value proposal and executive summary
4 / Growth hacking and customer engagement :
- From customer discovery to customer validation and creation
- How to start your growth hacking : tools to create acquisition
- How to develop your growth hacking : the AARRR method
5 / Develop a plan for investors
- Build and optimize your business plan in a efficient way
- Focus on financials elements
- How to target and speak to business angels
6 / Pitch the plan!


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture8,50  
Interactive class6,00  
Coaching2,50  
Independent work
Reference manual 's readings12,00  
Research12,00  
Independent study
Group Project9,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Research
  • Project work
  • Interactive class
  • Coaching


Évaluation

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,25125,00
Others
Group Project0,00150,00
Oral presentation0,50125,00
TOTAL     100,00

Bibliographie

  • CUSTOMER DEVELOPMENT - Steve Blank

  • RUNNING LEAN - Ash Maurya

  • LEAN START UP - Eric Ries


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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