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REQUIRED COURSES, SEMESTER 1
International Marketing: a marketing system approach – David Gillingham
How do firms seize new market opportunities while managing risk? How are products and services managed across a range of markets? This course provides a framework for understanding and analyzing the international marketing situations facing organizations, with a sound marketing management approach.
Strategic Client Analysis: understanding consumer behavior – Jonas Hoffmann
This course examines the concepts underlying consumer behavior, with the goal of understanding how they can be applied in analyzing marketing problems and making marketing decisions. Research from the social sciences (on such topics as attention and perception, memory, motivations, attitudes, decision making, learning and social influences) will throw light on marketing issues such as positioning, communication and customer relationships.
Customer value and profitability: competing on analytics – Peter Spier
The ability to account for marketing budgets and decisions using hard figures and to analyze a wide array of data is a prerequisite for success in marketing. This course will provide students with the tools and concepts to do just that. It will show students how to apply a market-driven strategy, grow customer value and achieve profitability. In doing so, it will also look at how new developments in technology, databases and customer relationship management are impacting the way that marketing is done.
Research methods and dissertation preparation – Ludovic Di Biaggio
This course will help students prepare for writing their dissertation and introduce them to different approaches to research. Using case studies, classroom exercises and real-world research, students will learn how to select the appropriate methods and analytical tools and present results designed to help managers make ‘best choice’ business decisions.
ELECTIVE COURSES, SEMESTER 1
International Marketing Research – Pierre Valette-Florence
Marketing research is an essential aid for making marketing decisions. This course looks at how information is gathered and analyzed and is thus relevant for both prospective users of research results and prospective marketing researchers. Students will learn how to use data analysis software like Sphinx and SPSS.
Perspectives in International Marketing – Jonas Hoffmann
This course will look at recent trends research areas in marketing. The idea is to expose students to cutting-edge thinking in a range of topics, with various members of faculty presenting themes based on their research and company experience. This will also help students to discover possibilities for future research.
Quantitative techniques – Dick Saw
This course presents a practical framework for analysis and decision-making in operations, with particular focus on logistics and supply chain management. It provides students with an understanding of the principles that underpin the modeling approaches and a view of the strengths and weaknesses of quantitative modeling.
International Market Finance – Michael Payte
This course will allow student to better understand the workings of international financial markets. This will be useful not only for those who move into jobs in banking or investment, but also for future managers.
Introduction to Economics
This course is intended to provide a basis of factual knowledge of key economic concepts and their applications in general, to facilitate understanding of how an economy works, both at micro and macro levels and finally to present concepts which will help better understanding of the operation of the financial sector and institutions.
Project Management 1 – J-C Dravet / PMI
This course covers an introduction to Project Management fundamentals and architecture, its structure and knowledge areas. Case studies, tools and techniques are developed to highlight these concepts and position them in a very practical environment.
REQUIRED COURSES, SEMESTER 2
Business Development Action-Learning Project - various
This project is a cornerstone of the Knowledge Applied approach used throughout the MScIM program. Working together with a tutor and a local company, groups of mixed profiles and origins will work together to apply their knowledge to a real-life business situation.
Marketing and Innovation – Jonas Hoffmann
Innovation is the life-blood of marketing and competition. Our goal is to teach how to use state-of-the-art management techniques to identify markets, develop new product ideas, measure customer benefits, and design profitable new products. Interaction with local companies and the application of marketing research techniques are two central elements of this course.
Strategic Brand Management – Peter Spier
Few would deny the importance of brands as valuable assets and a potential source of competitive advantage. This course offers a comprehensive treatment of this vital topic, covering such areas as the building of brand equity, brand identity, brand extension, brand portfolios etc. in national, regional and global markets.
ELECTIVE COURSES, SEMESTER 2
Marketing area
Luxury Goods Marketing – Ivan Coste
This course looks in depth at the different issues that face managers who work in the luxury world or managers willing to use some of the strategies of luxury brand marketing in their usual mass market branding. It will use a case-study and project-based approach to explore these issues, helping students to develop the lateral thinking, complex vision and flexible managerial capacities required to operate in this environment.
Marketing of Hi-tech Products & Services – Eric Viardot
The notion of hi-tech is prevalent in business today yet often poorly defined. This course examines the specific nature of marketing for hi-tech products and services, with strong emphasis on the reaction of customers to technology. The course derives additional relevance from the activities of companies in the Sophia Antipolis technopole.
Tourism Marketing – Frédéric Dimanche
Tourism is a flourishing sector that offers exciting prospects and challenges. This course looks at the particularities of tourism marketing, from destination branding through to services and events marketing.
Communication & Advertising – Ivan Coste
Advertising and communication are an essential part of the marketing mix. But changes in technologies and social habits are changing the ways in which companies and agencies are approaching their jobs. This course will provide students with valuable insight into these new challenges.
Negotiation, Sales and Key Account Management – Peter Spier
This course looks at a range of topics associated with sales and business development. It will assess the importance of recent trends in sales and sales management, away from a more transactional approach to one based on solutions selling and key account management models. It will also provide an opportunity for students to develop their sales and negotiation skills through role play.
Finance area
Advanced Financial Strategy – Michael Payte
The objective of this course is to apply modern financial theory to questions of corporate financial strategy in an international context. At the end of the course, students should have a solid grasp of the financial problems facing any given corporation and a good understanding of the most advanced practical tools used for financial decision making, such as option pricing theory.
Country Risk Analysis and Emerging Markets – MH Bouchet
As the new global economy raises the level of uncertainty and complexity for the international firm’s cross-border strategy, country risk analysis has become today an essential component of strategy decisions regarding export, investment, partnership, mergers, as well as takeovers. The course aims at providing students with a solid understanding of the concepts, historical perspectives, theoretical debates and methodologies surrounding country risk assessment in the global economic system.
Organization & Dynamics of Financial Systems – Arnaud Leconte
This course covers the following topics: the Financial System Organisation (the determinants of the financial system, its objectives, the role of the financial system players) and the Financial System Dynamics (driving forces of change, technology of financial system, product innovation, infrastructure…).
Investment Banking – Michael Payte
This course aims at enabling students to acquire a sound knowledge of the international banking industry and a capability to analyse it. They will become familiar with the principal institutional « actors » in the international banking world today, their structures and their strategies.
Management area
Project Management 2 – J-C Dravet / PMI
The course aims to apply the principles of Project Management learnt in Semester 1 to a real life project. The students will have to prepare formal Project Management documents - such as project charter, project plan, business plan - schedule, perform review meetings with sponsors and at the end submit a project package to the management board.
Supply Chain Management 2 – Marie Koulikoff
This advanced course seeks to deepen the students’ understanding of supply chain management and supply chain relationships by taking a cross-disciplinary view of the subject. This will be achieved through the use of case studies, company testimonies and project work. The course will cover cases in the manufacturing and service industries.
Risk Management
Managers need frameworks for their decision-making based on good, well-researched theories with practical application. Above all they need to develop new skills of awareness of risks, whether operational or systematic. This worse will provide students with a range of concepts and tools to deal with these matters.
Knowledge Management and Economic Intelligence
Competing in the new knowledge econcomy requires a continuous process of transforming information into intelligence and a capability to create and leverage knowledge. This course describes the different concepts and tools used to evaluate the firm’s external environment. It gives students the opportunity to learn how to develop evolutionary hypotheses and scenarios. At the same time it explains what mechanisms companies use to replicate and to adapt existing knowledge.
Strategic Management of Technology – Dominique Jolly
How technology is managed in a firm is of paramount importance. This course will give students both a better understanding of the strategic implications of technology and introduce them to the kind of tools used to manage the issues raised.
High Tech Entrepreneurship – Michel Bernasconi
The central theme of this course is entrepreneurship and new ventures. It looks at the work of entrepreneurs, venture capitalists and business angels and seeks to develop in students the capacity to view business opportunities and develop original and innovative approaches to business.
Alliances and Interfirm Relationships – Dominique Jolly
Inter-firm alliances, both national and international, have proved to be a very attractive mode of development. They allow companies to better compete by creating economies of scope and scale as well as sharing risks and knowledge. This course will provide tools and concepts to understand the dynamics of these alliances while helping students to develop the required skills for working in them.
Purchasing – Andres Garcia
This course provides students with an in-depth knowledge of the purchasing function, which is a potential source of competitive advantage for firms and a possible professional option that is often overlooked by students. The course will also be of interest for anyone on the sales and business development side likely to have to deal with their clients’ purchasing department.
Business Game:
All MSc students will take part in an EPM computer-simulated business game in which teams will be made up of students from different MSc programs
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