 | Study programme 2019-2020 | Français | |
| Marketing Planning | |||
Learning Activity |
| Code | Lecturer(s) | Associate Lecturer(s) | Subsitute Lecturer(s) et other(s) | Establishment |
|---|---|---|---|---|
| W-MAKO-032 |
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| Language of instruction | Language of assessment | HT(*) | HTPE(*) | HTPS(*) | HR(*) | HD(*) | Term |
|---|---|---|---|---|---|---|---|
| Anglais | Anglais | 20 | 10 | 0 | 0 | 0 | Q2 |
| Organisational online arrangements for the end of Q3 2019-2020 assessments (Covid-19) |
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| Description of the modifications to the Q3 2019-2020 online assessment procedures (Covid-19) |
| The first test is an oral presentation on the Microsoft Teams platform, on the Cirque du Soleil case study. This is the presentation of a collective work which accounts for 50% of the overall mark. The second test is a written assignment of two pages maximum, which will be delivered by email no later than two weeks after the course. This time it is an individual work which accounts for 50% of the overall mark. |
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, Le Nagard, Lardinoit (2017), Principes de Marketing, Eyrolles. 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)