Corporate strategy and marketing

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

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

- understand the concept and challenges of CSR

- tools to support the implementation of a CSR strategy

Corporate strategy and marketing (J. Cruz, 12h)

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

12h in semester 10

Number of groups: 1 (21 students)

Strategic management of CSR (K. Geitzholz, 12h)

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

12h in semester 10

Number of groups: 1 (20 students)