Humanities modules evaluated

The 3rd year's humanities courses are designed to:
- expose students to corporate issues and complete their training in people and project management.
- enable students to identify their skills and prepare them for future recruitment.
Here, only the "Corporate Strategy and Marketing" and "Entrepreneurship" modules are described. These modules are assessed (6 ECTS in S10).

CORPORATE STRATEGY AND MARKETING (J.-P. GUICHANE)
- Objectives

Understand the company's strategic choices through management choices.
Know the company's strategic decision-making tools.
Identify the fundamental pillars of the company's strategic analysis
Link corporate strategy to financial analysis
Know the basic concepts of marketing.
Appreciate the use and usefulness of commercial studies
Associate commercial management of products with technical management.
Understand the development of the marketing mix.
Understand the integration of a marketing approach applied to a product or service sold.

- Contents
This course corresponds to 5 sessions of 4 hours each. 3 sessions take place in semester 9 and 2 sessions in semester 10.
1) The company's strategic choices

Essential terms and concepts: competition and competitive analysis, competitive advantage and positioning... macro-environment analysis
Pillars of corporate strategy: management and its choices, history and culture, products, customers, competitors, influencers, technology, human resources, financial analysis, management and organization
Tools: BCG matrix, DAS, external and internal diagnosis, SWOT, strategic commitment plan...
notions of diversification, expansion, specialization, globalization...
Acquisition strategies, strategic alliances and relational strategies. Alternative strategies.

2) Marketing: approaches and applications

Concepts: fundamentals, the notion of product and/or service, the market and customer behavior, the business environment.
Marketing research: notions of market research, qualitative and quantitative research, brand awareness, image.
Product management: ranges, brands, product lines, the life cycle... .
The marketing mix: reasoning and components (product, price, communications, advertising, distribution, non-media and media communications)
Strategic marketing and specificities in industry and services.

- Assessment (4 ECTS)
Case studies of corporate strategy and marketing plan applied to a chosen company.
Groups will produce a written dossier and present a strategic diagnosis and marketing mix application on a product or service sold in connection with the chosen company.

ENTREPRENEURIAT (E. ASTIEN et E. QUIFILLE)
- Objectives

Sedramatize the process of setting up a business
Understand the mechanisms involved in setting up a business
Learn about business strategy and management
Strengthen your business management skills

- Contents

Presentation of entrepreneurship (and testimonial 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)
Situation simulation during the Serious game.

Company, Business and Culture