 | Study programme 2020-2021 | Français | |
| Marketing Planning - AAEP | |||
Learning Activity |
| Code | Lecturer(s) | Associate Lecturer(s) | Subsitute Lecturer(s) et other(s) | Establishment |
|---|---|---|---|---|
| W-MAKO-012 |
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| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term |
|---|---|---|---|---|---|---|---|
| Anglais | Anglais | 20 | 7 | 0 | 0 | 0 | Q2 |
| Organisational online arrangements for the end of Q3 2020-2021 assessments (Covid-19) |
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| Description of the modifications to the Q3 2020-2021 assessment procedures (Covid-19) |
| An oral presentation will be delivered by each team on the case study, and it will be followed by individual work in the form of an essay. All these assessments will be done at a distance. |
Organisational arrangements for the end of Q2 2020-2021 assessments (Covid-19) online or face-to-face (according to assessment schedule)
- Written exam (multiple choice, open questions)
- Production of individual or group work, essay, report, dissertation...
Description of the modifications to the Q2 2020-2021 assessment procedures (Covid-19) online or face-to-face (according to assessment schedule)
An oral presentation will be delivered by each team on the case study, and it will be followed by individual work in the form of an essay. All these assessments will be done at a distance.
Content of Learning Activity
Theories : Corporate and Marketing strategies
Business case studies : Cirque du Soleil in USA and Asia ; Google in China and India
Required Learning Resources/Tools
Armstrong, Kotler (2017), Principles of Marketing, Global Edition, Pearson
Youngme Moon (2010), Different: Escaping the Competitive Herd, Crown Business
Recommended Learning Resources/Tools
Magretta Joan (2012), Understanding Michael Porter: The Essential Guide to Competition and Strategy, Boston, Massachusetts, HBR Press
Chan Kim W., Mauborgne R., (2005) Blue Ocean Strategy: From Theory to Practice, Berkeley, California, California Management Review
Other Recommended Reading
Chan Kim W., Mauborgne R., (2008) Even a Clown Can Do It: Cirque du Soleil Recreates Entertainment, Fontainebleau, France, INSEAD The Business School for the World
Quelch John A., (2010) Google in China, Boston, Massachusetts, Harvard Business School
Mode of delivery
- Face to face
Type of Teaching Activity/Activities
- Cours magistraux
- Etudes de cas
Evaluations
The assessment methods of the Learning Activity (AA) are specified in the course description of the corresponding Educational Component (UE)