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Présentation
Students should be of upper-intermediate English level and be relatively proficient in the speaking, reading and writing of English.
Current English usage of business terminology will be necessary.
The acquisition of basic business vocabulary, comprehension of elementary business concepts and development of the skills necessary to analyse and to present their own findings based on case studies.
Using a set of power point presentations and case studies, the students will be introduced to elementary business concepts. The cases for the course are drawn from the book: Foundations of Marketing as well as from various other sources.
Main Themes:
What businesses do and business objectives.
Business activities: public and private sector.
Business growth and its sources.
Business strategy, corporate culture and strategic planning.
Product portfolio analysis: Boston matrix, SWOT analysis, Product life cycle.
Market analysis and segmentation.
Market research.
Marketing mix: 4P: product, price, promotion, place.
Production, distribution and quality.
Finance: cost, revenue, profit.
Company accounts: profit and loss account, balance sheet.
Modalités
Lecture
Case Studies
Ressources
If you want to go deeper, please refer to the following bibliography :, , - Accounting: Fundamental Accounting Principles, 24th edition, by John Wild and Ken Shaw. McGrawHill, - Finance: Foundations of Finance, 9th Edition, by Arthur J. Keown, John D. Martin, J. William Petty, Pearson., - Marketing: , o Marketing: The Heart and the Brain of Branding, by Javier Sanchez Lamelas. LID Publishing, 2016, o Buyology: Truth and Lies About Why We Buy, by Martin. Currency 2010, - Human capital/leadership: Powerful: Building a Culture of Freedom and Responsibility, by Patty McCord. Silicon Guild (January 9, 2018)