Humanities modules assessed in semester 10

The "Corporate Strategy and Marketing", "Strategic Management of CSR" and "Entrepreneurship" modules are designed to enable students to:

- better understand the company's strategic choices and its management

- understand the concept and challenges of CSR and have the tools to support the implementation of a CSR strategy

- understand the marketing approach

- take the mystery out of setting up a business by learning how to create one.

Three modules, assessed in semester 10, are offered to students on professionalization contracts.

The "Corporate strategy and marketing" and "Strategic management of CSR" modules, corresponding to 5 sessions of 4 hours each, are offered to students on professionalization contracts. Students will follow either "Corporate strategy and marketing" or "Strategic management of CSR". Students will be assigned to one or other of these modules depending on the specialization they have chosen, to avoid duplicating the courses covered in their specialization. Assessment is the same for both modules.

The 12-hour "Entrepreneurship" module will be taken by all students on professionalization contracts.

Corporate strategy and marketing (J. Cruz, 8h)

This module, comprising 5 x 4-hour sessions, is taught in both semesters. 

It is not recommended for students enrolled in the MAPI specialization module (redundancy with the conserve project).

Objectives

   - Imagine and validate an innovative offering concept with the market.
- Build a global strategy (or business model) around this concept.
- Build a project plan from concept to commercial success.
- Study the economic and financial performance and ROI of such a project.
- Present and convince decision-makers and financial backers of the project.

Contents

Il s’agit d’imaginer un nouveau produit capable de répondre à un besoin peu couvert par le marché et qui pourrait être porté par une entreprise existante (réelle ou fictive), de réaliser des démarches permettant de valider la pertinence de ce concept, puis de transformer cette nouvelle offre en une stratégie (business model) et en un plan d’actions capable de lui faire atteindre le succès commercial et un positionnement de choix sur le marché. La priorité sera donnée à la construction d’une stratégie (cible, offre <> besoin, modèle de production, modèle de commercialisation, modèle économique…) et sa validation par le marché.

Evaluation (4 ECTS)

Case studies of corporate strategy and marketing plans applied to a chosen company will be carried out in groups.
Groups will produce a written dossier and present a strategic diagnosis and a marketing mix application on a product or service sold in connection with the chosen company.

Duration

8h in semester 9

Number of groups: 1 (21 students)

Strategic management of CSR (K. Geitzholz, 8h)

This module, comprising 5 x 4-hour sessions, is taught in both semesters.

Objectives

   - Understand the concept and challenges of CSR.
- Tools to support the implementation of a CSR strategy (regulatory and legislative framework, self-diagnosis).

Contents

   - Introduction to global developments.
- Founding concepts of CSR.
- Institutional benchmarks (sector study on the 17 SDGs, net zero commitments).
- Legislative benchmarks (SWOT on binding laws).
- Self-diagnosis.
- Involving suppliers in a responsible approach.
- Oral feedback and evaluation by all groups.

Evaluation (4 ECTS)

File and oral presentation will be carried out as a group.

Duration

8h in semester 9

Number of groups: 1 (20 students)

Entrepreneurship (E. Astien and J. Cruz, 12h)

Objectives

    - Make setting up a new business easier
- Understand the mechanisms involved in setting up a new business
- Learn about business strategy and management
- Strengthen your business management skills

Contents

    - Presentation of entrepreneurship (and testimonials if possible) 4h
- Serious game (8h): the marketing game
Follow a methodology to build a business model
Position a product on a market
Apply simple representation and analysis tools
Build a draft business model

Evaluation (2 ECTS)

Serious game simulation.

Duration

12h / group of 20 students in semester 9

Number of groups: 2 to 3