MIE556 - Introduction to Marketing and Strategy (2023-2024)

MIE 556 - Introduction to Marketing and Strategy
Lecturer: Philippe Ginier-Gillet

Most innovative products and services do not succeed, nor do the majority of start-ups. Failures may occur for a variety of reasons, but quite often it is :

• partly because entrepreneurs have misinterpreted the needs and willingness of their potential users and partners to adopt the new products
• partly because they have not fully grasped the industry’s dynamics and competition.

Strategy and Marketing skills help managers to avoid these failures and deliver value at a profit.

Objectives:

Entry level Strategy and Marketing models (such as '4Ps' or '5 Forces') are usually known  by non practitioners. But thinking like a Strategist or a Marketer not.

This course will be of benefit to students who consider a career in consulting or business management, or who intend in the future to launch their startup, or who are keen to experience business case studies - a participative hands-on learning method.

Course organization:

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.