Track International marketing of innovation - M1

Code MMMGC114

ECTS 3.00

Delivery mode On campus

Lecture Hours 12.00

Tutorial Hours 10.00

Teaching Language English

Pedagogical objectives

During the course students will develop and acquire abilities to:

• Explain the concepts and strategies of outbound (often paid), inbound(often owned), and social media (often earned) marketing;
• Highlight and evaluate the importance of the metrics marketers use to measure digital marketing performance;
• Calculate and optimize a company’s marketing efforts via search ads;
• Embrace some of the latest academic research on discussed topics;
• Apply the concepts through i case studies and a session with a guest speaker in the field
• Prepare leading metrics and KPIs for digital marketing analytics and link them to the firm’s financial metrics

Prerequisite

This is a master-level course. Attending students should have a robust understanding of the main marketing principles and master the intermediate functions of MS Excel.

Code MMMGC115

ECTS 3.00

Delivery mode On campus

Lecture Hours 18.00

Tutorial Hours 0.00

Teaching Language English

Pedagogical objectives

During the course students will develop and acquire abilities to:

• Recognize to the role and value of experimental methods in managerial decisions;
• Master the key elements of an experiment, and concepts such as randomization, control groups, and treatment groups;
• Learn the core qualities of good experiments including feasibility, reliability, and causality criteria;
• Formulate strong and testable hypotheses;
• Embrace the main concepts and challenges when preparing and conducting experiments;
• Learn how to use data to solve a business problem in a simulated real-world environment; 
• Understand major obstacles to adopting a culture of experimentation within organizations related to often believed myths;
• Learn from a real-life example how a culture of experimentation increases the buy-in of colleagues and the likelihood that experimental results lead to managerial decisions.

Prerequisite

This is a master-level course. Attending students should have a robust understanding of the main marketing principles and master the intermediate functions of MS Excel.

Code MMMGC116

ECTS 2.00

Delivery mode On campus

Lecture Hours 15.00

Tutorial Hours 5.00

Teaching Language English

Pedagogical objectives

At the end of the course, students will be able to: 

• Understand the basics of autonomous driving technology
• Assess and discuss the ethical challenges of autonomous driving as society embedded innovation
• Understand the antecedents of adoption intention of autonomous mobility
• Develop theory based acceptance studies on automated technologies
• Apply foresight methods like “Smart research heuristics” and “Backcasting” in order to estimate market developments of smart/autonomous technologies

Prerequisite

The  course needs basic knowledge in Marketing Management. An at least introductive course in Marketing Management should have been attended during the former education of the students. Subject to instructor approval.

Code MMMGC109

ECTS 4.00

Delivery mode On campus

Lecture Hours 20.00

Tutorial Hours 2.00

Teaching Language English

Pedagogical objectives

At the end of the course, students will be able to:

• Assess how to describe market trends
• Describe and differentiate the traditional vs startup approach of innovation
• Understand what is innovator’s dilemma
• Apply the disruption theory to a specific case (Salesforce)
• Explain what is a user innovation
• Apply Lean Startup to real startup case (FrenchTech)

Prerequisite

Students should understand the basics in Marketing Management and in Innovation Marketing.

Code MMMGC110

ECTS 4.00

Delivery mode On campus

Lecture Hours 25.00

Tutorial Hours 10.00

Teaching Language English

Pedagogical objectives

At the end of the course, students will be able to: 

• Understand relevant concepts of innovation.
• Understand different types of innovation
• Understand factors of successful innovation.
• Understand how big data management and personalization improve innovation and customer satisfaction. 
• Understand and apply product/service value innovation approaches.
• Design efficient innovation management strategies
• Understand and integrate customerization/consumer empowerment and open innovation in the Innovation strategy for greater customer engagement and loyalty
• Understand innovation theories and new technology acceptance and usage (Technology Acceptance Model-TAM) and associated cognitive and social factors impacting adoption.
• Understand how new digital technologies (IoT, social media and other new digital technology tools such as artificial intelligence) are adopted and used.
• Establish a new technology acceptance model with relevant cognitive and social factors and associated hypotheses.
• Carry out in-depth quantitative study and research to test a new technology acceptance model with relevant cognitive and social factors and associated hypotheses by doing a survey.
• Critically analyze the ethical, legal, and socio-technical issues related to the new technology and outline practical strategies to deal with these issues.
• Recommend strategies and policies to best manage the innovation and the associated changes and risk factors.
• Communicate effectively and professionally with a variety of audiences and stakeholders.

Prerequisite

The Innovation and Technology Acceptance Modeling course needs basic knowledge in Marketing Management. An at least introductive course in Marketing Management should have been attended during the former education of the students. Subject to instructor approval.

Code MMMGC103

ECTS 4.00

Delivery mode On campus

Lecture Hours 24.00

Tutorial Hours 12.00

Teaching Language English

Pedagogical objectives

At the end of the course, students will be able to: 

• Understand relevant concepts of the relationship marketing paradigm.
• Understand and compute different CRM metrics/KPIs (perceived value, satisfaction, trust, behavioral and attitudinal loyalty, share of wallet, CLV, CE…)
• Understand and apply the relationship marketing paradigm to differenxft sectors.
• Understand how big data management and personalization improve customer satisfaction and firm performance. 
• Develop a (e-)CRM strategy and understand and apply analytical CRM segmentation models for customer portfolio management.
• Understand and apply customer service value creation approaches (eServqual)
• Design efficient customer service recovery management strategies
• Design efficient loyalty strategies and programs
• Understand and integrate customerization in the CRM strategy for greater customer engagement and loyalty
• Understand critical and privacy issues in the digital world and develop strategies against privacy protective responses (personalization privacy paradox) 
• Understand new digital technologies (IoT, social media and other new digital technology tools such as artificial intelligence through chatbots) and their application to improve customer relationship management and customer engagement

Prerequisite

The (e-)Customer Relationship Management (CRM) course needs basic knowledge in Marketing Management. An at least introductive course in Marketing Management should have been attended during the former education of the students. Subject to instructor approval.

Code MMMGC104

ECTS 4.00

Delivery mode On campus

Lecture Hours 15.00

Tutorial Hours 12.00

Teaching Language English

Pedagogical objectives

At the end of the course, students will be able to: 

• make a critical analysis of the benefits and potential ethical dilemmas associated to a technology
• propose managerial recommendations to implement an innovation while maximizing the well-being of the consumer and limiting its potential harm

Code MMMGC105

ECTS 0.00

Delivery mode On campus

Lecture Hours 10.00

Teaching Language English

Pedagogical objectives

At the end of the course, students will be able to:

• Understand different research paradigms and the associated qualitative and quantitative research designs 
• Understand how to realize a literature review, use adequate qualitative and quantitative methods, discuss their results in line with their literature review
• Shape their own research design adapted to their specific managerial research problem
• Understand the use of qualitative and quantitative methods
• Understand the role of ethics in research

Prerequisite

The course needs basic knowledge in Marketing Management and is related to the course UE 3 Innovation Management and Technology Acceptance.

Code MMMGC106

ECTS 6.00

Delivery mode On campus

Lecture Hours 20.00

Tutorial Hours 15.00

Teaching Language English

Pedagogical objectives

At the end of the course, students will be able to: 

• Design and implement an entire quantitative study (establish a conceptual model with literature based hypotheses, create a survey with established literature based measurement scales)
• Identify the right statistical methods to apply to each problem
• Make correct interpretations from statistical results and discuss them in line with the existing literature and show your contributions.
• Communicate and present the analysis to non-specialists

Prerequisite

Basic knowledge in Data Science.

Code MMMGC107

ECTS 3.00

Delivery mode On campus

Tutorial Hours 30.00

Teaching Language English

Pedagogical objectives

Upon the completion of this course, students will have acquired the skills and competences to:

• express themselves more fluently and become proficient in English.
• be more accurate in grammar and have greatly improved their range of vocabulary, especially in relation to their field of study.
• be more confident in an international and intercultural professional environment.
• have acquired a certain ease in project teamwork and group management, being able to express themselves in both professional and non-professional areas. 
• structure and write efficiently an abstract for a research paper.

Prerequisite

Students need to be independent users in English, having obtained a B2 level (CEFR).

Code MMMGC108

ECTS 3.00

Delivery mode On campus

Lecture Hours 6.00

Tutorial Hours 6.00

Teaching Language English

Pedagogical objectives

Upon the completion of this course, students will have acquired the skills and competences to:

• Understand relevant concepts in intercultural management and communication.
• Understand cultural differences between European countries and Asian countries.
• Be able to establish communication strategies and practical techniques to work efficiently with a multicultural team.
• Apply the concepts through several case studies and the analysis of an intercultural negotiation game.
• Highlight the dark and bright sides of cultural competences

Prerequisite

The Asian/European Culture Comparison course needs basic knowledge in International Management. Attending students should have attended at least one introductive course in managing cultural differences during their former education.

Code MMUGC202A

Delivery mode On campus

Code MMUGC202B

Delivery mode On campus