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Marketing Induction Seminar
S. Macé, Docteur ès Sciences de Gestion, ENSAE, ESSEC
This seminar will:
- Remind students of Basics in Marketing. Students will also be reflecting on key issues affecting Marketing and Corporate Strategies
- Enable students of the Master’s to get to know each other
- Enable students to meet with alumni
This seminar is usually organised outside the ESCP-EAP campus.
FUNDAMENTALS
Marketing Research
I. Ulrich, ESCP-EAP Ph.D. candidate; Graduate Degree (DEA) in Management Sciences, ESC Rouen Business School graduate and P. Chappey
Course Objectives:
- Understanding the role of marketing research when designing marketing strategies and policies
- Learning how to use marketing research tools
- Training students in results analysis and interpretation
Consumer Behaviour
E. Tissier Desbordes, DHDR, Doctorat, ESCP and A. Kimmel, Ph.D. Psychology
Marketing involves the knowledge of consumer needs, wants and desires. To fully understand consumers, it is fundamental to have a precise knowledge about the latest developments in Human Sciences in order to know how individuals are influenced by their personality traits, social recognition or culture in their purchasing decisions.
Introduction to Strategy
T. Boudes, Docteur ès Sciences de Gestion, ESSEC
Course objectives:
- Giving the essential tools for strategy
- Training to strategy analysis
- Understanding the logic behind strategic decisions
- Identifying links between strategic decisions and corporate functions
Law of Marketing and Communication
N. Sainseaux
Different themes will be presented during this course, including branding rights, misleading advertising, sales promotion rights, direct marketing rights and consumer rights.
Product Management
S. Changeur, Docteur ès Sciences de Gestion Ph.D. Maître de Conférences à Paris XII
Course Objectives:
- Understanding the job of a Product Manager from a Marketing point of view
- Identifying and analysing the major components affecting product performance
- Mastering the analysis of a competition situation, designing marketing strategy and marketing plan
MARKETING
Brand Management
S. Changeur, Docteur ès Sciences de Gestion Ph.D. Maître de Conférences à Paris XII
Brands have become a key element in Marketing. This course presents all the major brand theories and examples of strategies of famous brands.
Innovation and Product Launch
N. Soussan
Companies are constantly innovating, but in many cases, new products are not succeeding. This course presents the methods and the different stages needed to conceive and launch new products.
Marketing Performance
A. Ollivier, Docteur ès Sciences de Gestion, HEC and R. Zrihen
This course aims to present current methods and techniques needed to evaluate the efficiency of marketing operations:
- Specificity of Marketing Control
- Marketing Plan and Budget
- Developing corporate control systems
- Workshop based on a company’s case; conception of a commercial board
Distribution
O. Badot, Docteur en économie des systèmes d’informations, DHDR
Distribution is a crucial link between consumers and producers. This course shows students how to choose, develop and organise a distribution network. It also enables them to understand corporate name marketing and strategic diagnosis.
Strategic Marketing Simulation Game
S. Macé, Docteur ès Sciences de Gestion, ENSAE, ESSEC and C.Michon, Doctorat d’économie et d’administration des entreprises
Within a team, students will be at the head of a company’s marketing department. The objective of this simulation is to make the company grow by developing and operating the most appropriate marketing strategies.
B2B Marketing (in English)
H. Tikkanen
Utilizing case studies based on diverse industrial sectors (from aeronautics to construction and energy), this module presents the characteristics of marketing strategies for products and/or services targeting companies.
International Marketing (in English)
N. Prime, Docteur ès Sciences de Gestion, DESCAF, British Chamber of Commerce
With today’s global economy, the domestic market is usually too small to sustain and grow a company; because of this, companies need to have a broader approach – International or at least European. Throughout this course, students will gain an understanding of internationalisation strategies and their consequences on the marketing mix.
Service Marketing
F. Jallat, Docteur ès Sciences de Gestion, Ph.D. ESSEC
The ‘Service Marketing’ course teaches students how to discover and put into practice cutting-edge conceptual and professional techniques related to managing service activities. It also encourages the reflection upon service activities, which are a pre-requisite for the success of future entrepreneurs, managers and investors in the service sector.
CRM (Customer Relationship Management)
F. Jallat, Doctor in Management Science, Ph.D. ESSEC
The course aim is to develop a mastery of strategic issues, to be familiar with the techniques and tools to understand the customer in order to offer services which develop customer loyalty; both are essential for the long-term survival and development of the business.
Effective CRM requires first and foremost the reform of the firm's organisational structure, its information systems, and its marketing approach. The aim is to accelerate the response time to customer demand whatever the chosen distribution channel.
COMMUNICATION
Communication, Sales Promotion and Direct Marketing
S. Macé, Docteur ès Sciences de Gestion, ENSAE, ESSEC
Direct Marketing and Sales Promotion are part of the first two expenditure centers of communication. This course presents the different techniques and strategies developped by producers and distributors.
Public Relations, Corporate and Financial Communication
Catherine Grandcoing
This course is organized around conferences with professionals, agencies and advertisers.
Publicity, Media-Planning and Advertising creation
B. Heilbrunn
Developing advertising strategies, preparing a brief, writing a copy strategy. All of these elements are present in today’s advertising agencies and will be covered in the course. Later on, students will learn how to evaluate creative executions, analyze a copy strategy and implement the techniques of media-planning. The course is completed by a competition between agencies. Formed by different teams, each agency will have to present their strategic advertising recommendations. The best one winning the pitch.
Media Seminar
C. Grandcoing
For the duration of one week, experts in media will present the characteristics of the five major media: press, TV, radio, poster and cinema. Students and professionals will then discuss key figures, different career opportunities, media-planning, media stakes and future trends.
MANAGEMENT
Self-Management
Dolores Torres, comédienne, consultante and coach, RBG France, Conservatoire National d’Art Dramatique de Paris and Jean-Pierre RAYMOND de RIVAROLA, Directeur Général du Rivarola Business Group
In order to develop self-confidence and efficiency, this training puts students into situations which help them to know and manage themselves better.
Business Presentation
O. Badot, Docteur en économie des systèmes d’informations, DHDR
An effective manager knows how to present their case and convince others of its merit. The objectives of the ‘Business Presentation’ course are to:
- Improve written presentation skills (content, structure, slide presentation, etc)
- Improve oral presentation skills (time and space management, animation, inflection, etc)
Recruitment process : from selection to interview
T. Jouslin De Noray, Marketing Director, Qualipse and C. Lehmann, in charge of Recruitment, Société Générale
After this seminar, which makes extensive use of classroom discussion and case study, the participants will have mastered the phases of the recruitment process (CV, personal interview, group interview, recruitment tests). A personalized approach to the topic ensures that each participant acquires the knowledge and skills needed to reach his personal and professional goals.
Professional Thesis
S. Macé, Docteur ès Sciences de Gestion, ENSAE, ESSEC
When it comes to presenting a thesis, report or research study, students need to employ a rigorous written and oral approach. This course teaches students how to develop the methodological and operational aspects of their professional thesis.
Electives
Students select 6 options from a choice of 14. These one-day courses tackle specific themes in marketing such as:
- Luxury Marketing
- Design
- Food Marketing
- Réunion de groupes (How to conduct a group reunion)
- Sociology of tendencies
- Supply Chain Management
- Inter Cultural Management
- Patronage and Sponsoring
- Merchandising
- Negotiation
- Marketing and sustainable development
- Category management
- How to be an innovative Manager
- Marketing in the sport industry
