MIE556 - Introduction au Marketing et à la Stratégie
Professeur : Philippe Ginier-Gillet
La plupart des produits et services innovants ne sont pas fructueux, ni la majorité des start-up. Les échecs peuvent survenir pour diverses, mais c'est souvent le cas :
- en partie car les entrepreneurs ont mal intérprétés les besoins et volontés de leurs utilisateurs potentiels et de leurs partenaires pour adopter de nouveaux produits
- en partie car ils n'ont pas complètement compris les dynamiques et la compétition de l'industry
Les compétances de stratégie et marketing aident les managers à éviter ces échecs et à fournir de la valeur avec un bénévice.
Objectifs
This course is based on the business case method of instruction as started at Harvard Business School and developed over the last 100 years. The course applies inductive teaching methods. It draws heavily on the case method of instruction.
Each class will be based primarily around a business case that requires students to study a real business situation, identify what the key issues are and how to address them and discuss their findings during the lecture.
Business cases used in this course are drawn from business case libraries of leading Business schools such as Harvard or Stanford BS.
Cases studied in MIE 566 and in its sister course MIE562 are different from one other.
Students will have to prepare one case study per week.
Background reading, role plays and simulations will complete the learning process.
Who should attend this course?
This course is a mandatory course for students whose major is Technology entrepreneurship but is also open to students who consider a career in consulting or business management or are keen to learn in English through the business case method. There is no prerequisite for attending this course.
Course language: English
- Responsable: Ginier-Gillet Philippe