Course catalogue autumn 2016

Course Catalogue Master Programmes

Incoming Exchange Students Sophia Antipolis Campus

Fall 2017

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Table of Contents

FALL ............................................................................................................................................................ 4

M1 .........................................................................................................................................................................4

MANAGING DIVERSITY ...................................................................................................................................................................... 4

CORPORATE FINANCE ....................................................................................................................................................................... 4

ENTREPRENEURS'LIFE........................................................................................................................................................................ 5

INFORMATION SYSTEMS & OPERATIONS ......................................................................................................................................... 5

MARKETING AND INNOVATION ........................................................................................................................................................ 7

ORGANIZATION & MANAGEMENT (+séminaire GKET) / ORGANIZATIONAL MANAGEMENT (+GKET Seminar (US)) ....................... 8

STRATEGY .......................................................................................................................................................................................... 8

MSc - Business Consulting and Information Systems Management ..........................................................................9

BUSINESS PROCESSES MANAGEMENT .............................................................................................................................................. 9

DIGITAL BUSINESS STRATEGIES ......................................................................................................................................................... 9

STRATEGY AND ORGANIZATION CONSULTING IN SME'S ................................................................................................................ 10

MSc - Corporate Financial Management ................................................................................................................ 10

Applied Research in Finance ........................................................................................................................................................... 10

Capital Budgeting ............................................................................................................................................................................ 11

Financial Reporting and Analysis ..................................................................................................................................................... 11

Multinational Finance ..................................................................................................................................................................... 12

Treasury Management .................................................................................................................................................................... 13

MSc - Digital Business ........................................................................................................................................... 13

Digital business and innovation ...................................................................................................................................................... 13

Digital marketing ............................................................................................................................................................................. 14

Identifying And Managing Business Opportunities ......................................................................................................................... 14

Information Systems ....................................................................................................................................................................... 15

Managerial Economics .................................................................................................................................................................... 16

Business Ethics and Internet Security ............................................................................................................................................. 16

Statistics .......................................................................................................................................................................................... 17

MSc - Digital Marketing ........................................................................................................................................ 18

GOOGLE ADWORDS CERTIFICATION ............................................................................................................................................... 18

ON-LINE COMMUNICATION & WEB-SITE CONCEPTION ................................................................................................................. 18

WEB DESIGN TOOLS AND TECHNICS ............................................................................................................................................... 19

MSc - Entrepreneurship and Innovation ................................................................................................................ 20

BUSINESS PLAN COMPETITION “CHALLENGE JEUNES POUSSES” ................................................................................................... 20

CRITICAL THINKING IN ENTREPRENEURSHIP AND RESEARCH METHODS ....................................................................................... 20

OPEN INNOVATION FOR GLOBAL ENTREPRENEURS ....................................................................................................................... 21

Crowd driven entrepreneurship ...................................................................................................................................................... 22

Developing a multisided web platform ........................................................................................................................................... 23



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ECO-SYSTEM OF INNOVATION ........................................................................................................................................................ 23

EFFECTUAL STRATEGIC MARKETING ............................................................................................................................................... 24

Ethics, governance and entrepreneurship ...................................................................................................................................... 25

FINANCE FOR NEW VENTURE MANAGEMENT ................................................................................................................................ 26

IDENTIFYING AND MANAGING BUSINESS OPPORTUNITIES ............................................................................................................ 26

INNOVATION AND NEW PRODUCT DEVELOPMENT USING DESIGN THINKING .............................................................................. 27

NEW VENTURE AND BUSINESS PLAN .............................................................................................................................................. 28

SUSTAINABLE INNOVATION FROM A BUSINESS PERSPECTIVE ....................................................................................................... 28

MSc - International Marketing and Business Development Sophia ......................................................................... 29

STRATEGIC BRAND MANAGEMENT ................................................................................................................................................. 29

CREATIVE MARKETING .................................................................................................................................................................... 30

FINANCE FOR MARKETING AND BUSINESS DEVELOPMENT ............................................................................................................ 30

INNOVATION&CREATIVITY .............................................................................................................................................................. 31

INTERNATIONAL BUSINESS DEVELOPMENT .................................................................................................................................... 32

Marketing and innovation in the video game market..................................................................................................................... 32

MARKETING RESEARCH ................................................................................................................................................................... 33

THINKING OUT OF THE BOX WITH LEGO® SERIOUS PLAY® ............................................................................................................. 34

TRENDS AND INNOVATION IN LUXURY MARKETS .......................................................................................................................... 34

COMPANY PROJECT ......................................................................................................................................................................... 35

E-COMMERCE .................................................................................................................................................................................. 36

PERFECT PITCH ................................................................................................................................................................................ 36

MSc - Luxury and Fashion Management ................................................................................................................ 37

RESEARCH METHODS AND CRITICAL THINKING .............................................................................................................................. 37

DESIGN AND INNOVATION .............................................................................................................................................................. 38

FASHION AND BRAND MANAGEMENT ........................................................................................................................................... 38

GLOBAL LUXURY AND FASHION ...................................................................................................................................................... 39

INTEGRATED LUXURY AND FASHION COMMUNICATION ............................................................................................................... 40

INTERNATIONAL MARKETING STRATEGIES FOR LUXURY AND FASHION GOODS ........................................................................... 40

REGULATORY ISSUES IN THE LUXURY INDUSTRY ............................................................................................................................ 41

STATE OF THE ART IN FASHION AND LUXURY ................................................................................................................................. 42

MSc - Strategic Event Management and Tourism Management ............................................................................. 42

Budgeting and Sponsorship for Events ........................................................................................................................................... 42

Convention Bureau Management and Marketing .......................................................................................................................... 43

Excel for Business ............................................................................................................................................................................ 44

Financial Decision Making in Events and Tourism .......................................................................................................................... 44

Gaining Insights Through Numbers ................................................................................................................................................. 45

Hotel Business Models .................................................................................................................................................................... 45

International Economic Policy for Tourism & Events ...................................................................................................................... 46

International Management Accounting and Control in Tourism .................................................................................................... 46

MICE - The Business Events Industry Stakeholders ......................................................................................................................... 47

Scenario Planning in Tourism & Events ........................................................................................................................................... 48

Talent Management in Events & Tourism ....................................................................................................................................... 48



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Team Management ......................................................................................................................................................................... 49

The PCO Business ............................................................................................................................................................................ 50

The Sharing Economy in Tourism & Events ..................................................................................................................................... 50

Time Management .......................................................................................................................................................................... 51

Tourism Destination Management and Marketing ......................................................................................................................... 52

Visitor Behaviour ............................................................................................................................................................................. 52

MSc Transversal course ........................................................................................................................................ 53

FRENCH AS FOREIGN LANGUAGES .................................................................................................................................................. 53



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FALL

M1

MANAGING DIVERSITY

Course Code PGE.FINM1.MKCOR.0410

ECTS Credits 2

Course Leader PANCHOUT Katrina

Contact Hours 30

Department Dept. Marketing

Programme PGE - M1 ABM France

Prerequisites No prerequisite

Course Description Managing diversity within a professional and cultural environment is a central competence of

management and leadership skills today. The GKET seminar and inclass teaching will help

students identify the issues and challenges inherent in managing both diversity and

multicultural aspects in professional and business environments; inter-generational, cultural,

gender, race, age and disability. It will also provide valuable insights into the importance of

cultural competence in successful leadership and management

Course Open to Exchange Students

Exchange students allowed

Semester fall

Campus Belo Horizonte;Lille;Paris;Raleigh;Sophia;Suzhou

Recommended Reading

Websites Links provided on the LMS course site

CORPORATE FINANCE

Course Code PGE.FINM1.FICOR.0503 / PGE.FINM1.FICOR.0506 (US)

ECTS Credits 5

Course Leader GROSLAMBERT Bertrand

Contact Hours 30

Department Dept. Accounting and Finance


Prerequisites None

Course Description Our objective is to bring students to develop a rigorous analytical framework of the major

investment and financing decisions. In particular, we will shed lights on the interest rates and

the investment valuation. We will focus on different ways of financing between equity, debt.

Then, we present the relationship between risk, return and the cost of financing.





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Semester fall


Recommended Reading

1) Principles of Corporate Finance, 11/e, Brealey, Myers and Allen, McGrawHill Higher

Education ed. 2) Corporate Finance – Theory and Practice, P. Vernimmen, John Wiley & Sons,

2011, 3rd edition Available freely on Scholarvox by Cyberlibris at

http://mediatheque.skema.edu/index.php?id=408

Websites Http://skema.lms.crossknowledge.com/data/modules/crossknowledge/interfaces/index.php

http://www.vernimmen.com/ http://mediatheque.skema.edu/index.php?id=408

http://knowledge.skema.edu/

ENTREPRENEURS'LIFE

Course Code PGE.FINM1.STCOR.0813

ECTS Credits 1

Course Leader VIAN Dominique

Contact Hours 6

Department Dept. Stratégy, Entrepreneurship and Economics


Prerequisites None

Course Description By interacting with entrepreneurs, you'll have the chance to discover their life and their

entrepreneurial venture. More specifically, you will be able to grasp the processs of

developping an idea and of transforming an invention into an innovation (from the idea to the

market). You'll discover the diversity of innovations led by commited entrepreneurs and will be

able to grasp what the entrepreneurs 'life is.



Semester fall

Campus Lille;Paris;Sophia

Recommended Reading

Vian, D. (2013), Isma360 : La boussole de l'entrepreneur innovateur, Edition De Boeck,

Bruxelles. Silberzahn, P. (2014), Effectuation : Les principes de l’entrepreneuriat pour tous,

Pearson, Paris.

Websites

INFORMATION SYSTEMS & OPERATIONS

Course Code PGE.FINM1.ISCOR.0703

ECTS Credits 5

Course Leader MOLA Lapo

Contact Hours 30

Department Dept. Management of projects, Information Systems and Supply Chains




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Prerequisites Premise:

Information and knowledge are now recognized as critical resources in the modern

organization.

Information Systems (IS) are socio-technical systems made of Information Technology (IT),

people, organizational structures, and business processes. Due to the dramatic progress of IT

(e.g., computers, software, networks) in the last fifty years, Information Systems now represent

the nervous system of most enterprises, and have become a crucial resource to ensure the

competitive viability of almost any business as well as the efficient operation of not-for-profit

organizations. In fact, most value-creating strategies, products, and processes today entail

significant reliance on information and information systems.

In spite of the rising complexity pervasiveness of IT-based information systems, there is a

persistent scarcity of business managers who are well versed in IS.

Prerequisites:

Students need to have the basic knowledge on Organization Theories and Design. The Course

Information Systems and Organization takes for granted that students know the meaning of

division of labor, economies of scales, economies of scope, organizational chart, Functional

organization divisional organization, matrix organization.

Course Description This course is an introduction course to Management of Information Systems

With information technologies becoming an important force shaping entire industries and

value creation in firms, it is important that you as future business leaders understand the

potential role of IT in creating value and competitive advantage. The objectives of this course

are to help you develop the critical thinking to assess how information technology and

systems shape business strategy, innovation, and operations in firms. The key goal of the class

is to help you be better prepared to analyse and evaluate business challenges for maximizing

the impact of IT on products, processes and services in different settings.

This course will help you develop sophisticated understanding of the links between IT,

business strategy and business process. You will also gain an appreciation of the

organizational and management practices that complement IT investments and are needed to

extracting the appropriate return on the IT investments



Semester fall

Campus Belo Horizonte;Lille;Paris;Sophia;Suzhou

Recommended Reading

The following Textbook is MANDATORY. Students have to read and prepare lectures in

advances according to the following textbook. Piccolim G., Pigni, F. (2016), Information

Systems for Managers without Cases, Edition 3.1 Prospect press.

http://prospectpressvt.com/titles/piccoli-3e/ WARNING: The finale exam requires to study the

content of the textbook

Websites Last up to date information about the course will be provided online in the course website.



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MARKETING AND INNOVATION

Course Code PGE.FINM1.MKCOR.0401 / PGE.FINM1.MKCOR.0404 (US)

ECTS Credits 5

Course Leader Mohammed Slim BEN MIMOUN

Contact Hours 30



Prerequisites Marketing fundamentals - either the L3 marketng course or the Marketing course on the

Introductory M1 track

Course Description 'Because the purpose of business is to create a customer, the business enterprise has two -

and only two - basic functions: marketing and innovation. Marketing and innovation produce

results; all the rest are costs'. This quote comes from Peter Drucker, an influential figure in

management theory, and it provides an excellent justification for this keystone course.

Whether you work in marketing and sales or in other functions, understanding and innovating

for markets and customers will be vital for success. This course explores marketing's role in

innovation, but adds to that two other key concepts: value and meaning. Both are far more

complex than one might imagine. Innovation without value creation makes no sense: value is

always 'value for someone', and invariably 'value relative to other options'. This presupposes a

target and an understanding of what drives value and relevance for them. Which is why

marketers spend so much time trying to listen to, study and understand those targets.

Furthermore, what if that value is not built simply around a product, but around a service, an

experience, entertainment, desire...? What if that value is not personal, but social? We need

then to understand the perspective of individuals and of groups; to understand both the

private and personal sources of value and meaning and those of the culture or the group...

This course will provide a range of concepts and tools to do just that and provide an

opportunity to apply them though a sustained group project. This will build on the work done

in the level one marketing course and provide an opportunity to further apply notions learned

there.



Semester fall;spring


Recommended Reading

Kotler P. and Armstrong G. (2009), Principles of Marketing, Prentice Hall; 13 edition.

Mooradian T. A., Matzler K., Ring L. J. (2012) Strategic marketing, Person, international edition

Best, R. (2012), Market-Based Management: International Version, Person, international edition

Osterwalder, A., Pigneur, Y. (2010), Business model generation, John Wiley & Sons 0sterwalder,

A. et al. (2014), Value proposition design, John Wiley & Sons

Additional reading suggestions will be provided on the Knowledge platform

Websites Access to MOOC: https://sites.google.com/site/moocmodules/introduction A selection of

useful links will be provided on the Knowledge platform



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ORGANIZATION & MANAGEMENT (+séminaire GKET) / ORGANIZATIONAL MANAGEMENT (+GKET Seminar

(US))

Course Code PGE.FINM1.HRCOR.0310 / PGE.FINM1.HRCOR.0311 (US)

ECTS Credits 5

Course Leader BACHA Eliane

Contact Hours 30

Department Dept. Management, Law and Organization


Prerequisites Sociologie L3

Course Description This course focuses on some principles and practices used in management and organization.

The aim of the course is to equip students with the necessary knowledge to understand

management theories, analyze organizations and help their future organizations in becoming

more efficient. Hence, this course is designed to improve your effectiveness as a future

manager and leader.



Semester fall


Recommended Reading

Websites

STRATEGY

Course Code PGE.FINM1.STCOR.0801 / PGE.FINM1.STCOR.0805 (US)

ECTS Credits 5

Course Leader CIRILLO Bruno

Contact Hours 30



Prerequisites None

Course Description This strategy course introduces the fundamental concepts, analytical tools, and strategic

options at the basis of strategic analysis and action. We will use a combination of lectures,

case studies and a team project to explore and apply theoretical frameworks and

methodologies in different industry and company situations. For instance, we will explore

methods for assessing the strength of competition and the relative bargaining power, for

anticipating competitors’ actions, for analyzing cost and value structures and their relevance to

competition, and for assessing potential changes in the scope of the firm (diversification and

vertical integration).



Semester fall




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Recommended Reading

Grant, R. M. (2016). Contemporary strategy analysis and cases: text and cases, 9th Edition. John

Wiley & Sons.

Websites

MSc - Business Consulting and Information Systems Management

BUSINESS PROCESSES MANAGEMENT

Course Code MSC.BCIM2.ISCOR.0013

ECTS Credits 3

Course Leader MERMINOD Valéry

Contact Hours 18


Programme MSc - Business Consulting and Information Systems Management

Prerequisites Course : Digital Business strategy

Course Description The objective is to learn how to conduct a Business Process Management project while

presenting a methodology articulated around modeling, monitoring, implementation and

management. This course is articulated around a case study



Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : Management of Information Systems, Laudon &

Laudon, Prenctice Hall Lectures Recommandées / Recommanded readings :

Websites

DIGITAL BUSINESS STRATEGIES

Course Code MSC.BCIM2.ISCOR.0007

ECTS Credits 2


Contact Hours 12



Prerequisites IT Basic knowledge - Strategy basic knowledge

Course Description Understand how IT can become a business key success factor if aligned with company global

strategy



Semester fall

Campus Sophia



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Recommended Reading

Lectures obligatoires / Required readings : Kenneth C. Laudon and Jane Price Laudon,

"Management Information Systems, Managing the Digital Firm,11th edition" , 2010, Pearson

Education Inc. Lectures Recommandées / Recommanded readings :

Websites www.gartner.com http://cisr.mit.edu/ Consulting firms websites : PWC, EY, ACCENTURE,...

STRATEGY AND ORGANIZATION CONSULTING IN SME'S

Course Code MSC.BCIM2.STCOR.0024

ECTS Credits 3

Course Leader CHEREAU Philippe

Contact Hours 18



Prerequisites Essentials of strategic management

Course Description This course is dedicated to transferring methods and tools of Executive Consulting in the field

of strategy and organization management in SMEs. Methods are based on a robust

understanding of strategic and organizational management theories transposed into

consulting and change management best practices adapted to Small and Medium businesses.



Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : Lectures Recommandées / Recommanded

readings : Le Conseil Stratégique pour l'Entreprise - Chereau & Meschi - PEARSON, 2014

Websites

MSc - Corporate Financial Management

Applied Research in Finance

Course Code MSC.TRCM2.OTCOR.0001

ECTS Credits 3

Course Leader LAI Wan Ni

Contact Hours 18


Programme MSc - Corporate Financial Management

Prerequisites General entrance requirements for the MSc should suffice.

Course Description The aim of the course is to train students to benchmark existing discipline-based knowledge

and develop strategies for keeping up to date with new techniques or issues in both an

academic research and a practitioner environment.



Fall 2017

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Semester fall

Campus Belo Horizonte;Paris;Sophia

Recommended Reading


readings : Biggam, J., 2008. Succeeding with Your Master's Dissertation : A step-by-step

handbook, McGraw-Hill. Available online on La Fusée website in Cyberlibris / Scholarvox:

http://ezp.skema.edu:2057/bookshelf/list/folderid/62679 Additional references will be

provided by the instructor during the class.

Websites

Capital Budgeting

Course Code MSC.CFMM2.FICOR.0017

ECTS Credits 4


Contact Hours 24



Prerequisites Master1

Course Description The main objective of this course is to teach students how to make effective capital budgeting

decisions as financial managers. Focusing on asset valuation, this course emphasis on the

evaluation of cash flows that is fundamental to the capital budgeting decision. Starting with a

general introduction to the framework of corporate finance, students will learn (i) methods to

evaluate projects and investment rules, (ii) skills to analyze risk and return of various projects,

and finally (iii) the different ways of raising capital in a corporation.



Semester fall


Recommended Reading


readings :

Websites

Financial Reporting and Analysis


ECTS Credits 3

Course Leader CHIKH Sabrina

Contact Hours 18





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Prerequisites Accounting fundamentals

Course Description The objective of this course is twofold:

- Participants will be introduced to European accounting standards and financial statement

presentations, including differences between American, British, and continental European

financial statement design and logic.

- Providing a complete overview of financial analysis. The goal is to train participants to

analyze corporate economic reality from published accounting reports and to take strategic

positions on the basis of such reports.



Semester fall


Recommended Reading


readings :

Websites

Multinational Finance


ECTS Credits 3


Contact Hours 18



Prerequisites Principles of micro-economics

Course Description The main objective of this course is to teach students how to be effective global financial

managers. With the rapid globalization of the world economy, all finance is becoming

“international”. The managers of a firm have to understand that their decisions will be

increasingly influenced by international financial environment. Starting with a general

introduction to the framework of international finance, students will learn (i) knowledge of

international financial market activities, (ii) how different exchange rate systems work and (iii)

understand the relation between exchange rate, interest rate and purchasing power parity.



Semester fall


Recommended Reading

Websites



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Treasury Management

Course Code MSC.CFMM2.FIELE.0123

ECTS Credits 3


Contact Hours 18



Prerequisites None

Course Description The main objective of this course is to introduce students to the different financial instruments

used for treasury management in a company. It prepares students to make treasury

management decisions as financial managers. Focusing on the financial markets, this course

introduces the various financial instruments and the mechanism of financial markets. Starting

with a general introduction to the finaicial markets, students will learn (i) how each market

functions, (ii) the specifics of various financial instruments, and finally (iii) the foundations of

investment management.



Semester fall


Recommended Reading

Websites

MSc - Digital Business

Digital business and innovation

Course Code MSC.DBUM2.STCOR.0001

ECTS Credits 5

Course Leader BABUTSIDZE Zakaria

Contact Hours 30


Programme MSc - Digital Business

Prerequisites No requirements

Course Description Advance of the information technologies and consequent digitalization of the many aspects of

economic life has game-changing consequences for modern-day busnesses. This is particularly

obvious in terms of innovation where vast amount of data is becoming available to firms that

can intelligently exploit and design better products and processes. At the same time

digitalization reduces the costs of prototyping and personalization that makes industry more

open to newcomers dramatically increases rate of innovation.

The course discusses challenges and opportunities introduced by digitalization on the

examples of successful as well as unsuccessful business practices from wide range of

industries.



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Semester fall

Campus Sophia

Recommended Reading

"Wired for Innovation" by Erik Brynjolfsson and Adan Saunders "Dogfight: How Apple and

Google went to war and started a revolution" by Fred Vogeistein "Information rules" by Carl

Shapiro and Hal Varian "The longer long tail" by Chris Anderson

Websites

Digital marketing

Course Code MSC.DBUM2.MKCOR.0001

ECTS Credits 5

Course Leader KEUP Mady

Contact Hours 30



Prerequisites Basic understanding of the fundamental principles of marketing

Course Description The course aims to give students an overview of design and functionality requirements driving

corporate or organisation websites and to illustrate the use of the internet for information,

promotion, distribution, engagement and sales purposes.

Particular attention will be paid to the social and mobile web and social media marketing

strategies.



Semester fall

Campus Sophia

Recommended Reading

Howe, J. (2009), Crowdsourcing, Three Rivers Press Qualman, E. (2011), Socialnomics, John

Wiley & Sons Skeldon, P. (2011), M Commerce, Crimson Publishing Sterne, J; (2010), Social

Media Metrics, John Wiley & Sons

Websites Http://www.brandchannel.com/home/ http://mashable.com

http://www.cbsnews.com/moneywatch/technology/ http://techcrunch.com/

http://blogs.gartner.com/ http://www.tnooz.com/news/talking-travel-tech-blog/

Identifying And Managing Business Opportunities

Course Code MSC.EISM2.STCOR.0002

ECTS Credits 3


Contact Hours 18




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Prerequisites Interested exchange students should send their CV to the course leader

[email protected] before August 15th for the consideration of joining the course.

Course Description What do business opportunities look like? How do firms discover and exploit these

opportunities to create value and sustain competitive advantage? Entrepreneurship is the art

of recognition and exploitation of opportunities. Discovering business opportunities requires

that individuals not only possess knowledge, but that they also have the cognitive abilities that

allow them to value and exploit knowledge within teams. The course is organised in interactive

sessions aimed at helping the student develop analytical and critical reasoning skills with a

strong emphasis toward practice. It aims at providing students with the cognitive process to

identify and leverage business opportunities within organisations.



Semester fall

Campus Sophia

Recommended Reading

Websites

Information Systems

Course Code MSC.DBUM2.PMELE.0001

ECTS Credits 3


Contact Hours 18



Prerequisites Students need to have a basic knowledge of the main concepts of Organization design.

Course Description The course aim at introducing student to the main challenges and issues related to the

alignment between Information Technology and Organization Design (structure, processes

and roles).

Foundations of intra- and inter-organizational systems are covered (ERP, Datawarehouse, e-

commerce platforms) along with their organizational impacts. Managerial, leadership,

governance and ethical issues in management of information systems are examined.

Design, development, implementation, and change management issues are addressed

through a applied course case studies and group works undertaken by student teams.



Semester fall

Campus Sophia

Recommended Reading

Grossman, R. L., & Siegel, K. P. (2014). Organizational Models for Big Data and Analytics.

Journal of Organization Design, 3(1), 20-25. Rossignoli, C., Ricciardi, F., Mola, L., & Zardini, A.



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(2014). INTERORGANIZATIONAL NETWORKS OF E-INTERMEDIARIES: AN EXPLORATORY

STUDY.

Websites

Managerial Economics


ECTS Credits 5

Course Leader GIUSTIZIERO Gianluigi

Contact Hours 30



Prerequisites Solid background in college-level calculus, and college-level economics.

Course Description An examination of how individuals and businesses interact in a market economy. Emphasis is

placed on consumer behavior, price and output decisions of firms, the economic efficiency of

the resulting allocation of society’s resources, and the gains from international trade and

impact of trade barriers.



Semester fall

Campus Sophia

Recommended Reading

Managerial Economics and Business Strategy by MICHAEL R. BAYE

https://dspak1819.files.wordpress.com/2013/10/managerial-economics-and-business-

strategy-7th-edition2.pdf

Websites

Business Ethics and Internet Security


ECTS Credits 3

Course Leader BARRAQUIER Anne

Contact Hours 18



Prerequisites Students should be familiar with the fundamentals of management, such as strategy,

marketing, human resources and finance. Business ethics are situated at the intersection of

strategic management and organizational behavior, and interact with decisions ma

Course Description The increasing use of the internet, web technologies, social networks and thousands of other

online applications has enabled millions of individuals and organizations to have an access to

information and knowledge, to simplify their daily activities, to interact with others at an

unprecedented scale, freeing them from physical limits and boundaries which formerly existed.



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Yet at the same time a series of unwanted phenomena has emerged, which produced

violations of fundamental human rights. Even though all issues cannot be covered

comprehensively, this course will focus on a few of them, such as privacy, due care, property,

reputation, equal opportunity, etc.



Semester fall

Campus Sophia

Recommended Reading

General press Research articles in the following journals: Ethics and information technology,

Journal of Business Ethics, Business and Society, and others.

Websites

Statistics


ECTS Credits 5

Course Leader BABUTSIDZE Zakaria

Contact Hours 30



Prerequisites None, but a good base in math is a plus.

Course Description The goal of this course is to provide a solid foundation in probability and statistics for business

students and other social scientists. We will focus on practical applications relevant for

business student and we will provide basic preparation for econometric course. Topics include

basic elements of probability and sampling theory, statistical estimation and introductory

econometrics, and hypothesis testing.



Semester fall

Campus Sophia

Recommended Reading

To be chosen between -Introductory Statistics. Thomas Wonnacott & Ronald Wonnacott. -

The Practice of Statistics for Business and Economics. David S. Moore, George P. McCabe,

Layth Alwan.

Websites



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MSc - Digital Marketing

GOOGLE ADWORDS CERTIFICATION

Course Code MSC.DMAM2.MKCOR.0001

ECTS Credits 2

Course Leader WALAS Muriel

Contact Hours 12


Programme MSc - Digital Marketing

Prerequisites basics of Webmarketing and Communication (Advertisement)

max 24 students

Course Description At the end of this course, students will be enabled to create, set-up and manage Google

Advertising Tools.

This course is also focused on set-up and management of advertising on the Google Display

Network



Semester fall

Campus Sophia

Recommended Reading

Lectures Recommandées / Recommanded readings : In English: “Web analytics an hour a day“

by Avinash Kaushik Study Guide :

https://support.google.com/partners/answer/6123881?hl=en&ref_topic=6123873&visit_id=1-

636322289799576996-3019720236&rd=1

Websites Http://adwords.blogspot.com/ and Prerecorded videos :

https://www.youtube.com/playlist?list=PLcqDi9Fp3MgRgdXvP2BPkiYSeKyKBmDDV

ON-LINE COMMUNICATION & WEB-SITE CONCEPTION

Course Code MSC.WMIM2.MKCOR.0107

ECTS Credits 3

Course Leader Frederic BOSSARD

Contact Hours 18



Prerequisites Online tutorials

Course Description This course is mandatory for student doing the MSc WMIPM. It’s optional (mandatory but

without credits) for students doing the dissertation.

To manages web’s projects

Student will be able to build and manage efficient benchmark



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Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : Lectures Recommandées / Recommanded readings

: Mike Castro de Maria: •Build Your Own Website The Right Way Using HTML & CSS, 3rd

Edition - Ian Lloyd – Sitepoint - ISBN-13: 978-0987090850

Websites Wordpress.org, w3c.org, caniuse.com Web design: http://www.csszengarden.com/ http://css-

tricks.com/

WEB DESIGN TOOLS AND TECHNICS

Course Code MSC.WMIM2.MKCOR.0082

ECTS Credits 2

Course Leader WALAS Muriel

Contact Hours 12



Prerequisites For Students in exchange : Necessary background on computer use and a basic knowledge of

HTML and CSS

For MSc DM Students : sessions 5 and 6 of On-line communication & web site management

course

Course Description To manages web’s projects, and create visual drafts, contents, base html codes.

The future web project’s manager needs to use market’s professional tools.

These courses will cover bitmap (Photoshop) and vector (Illustrator) content’s creation and

management, plus HTML and CSS bases.



Semester fall

Campus Sophia

Recommended Reading


readings : Learn Visual Communication Using Adobe Photoshop CC (Anglais) Broché – 22

décembre 2015 de Rob Schwartz (Auteur) Build Your Own Website The Right Way Using

HTML & CSS, 3rd Edition - Ian Lloyd – Sitepoint - ISBN-13: 978-0987090850

Websites Infographic : http://www.adobe.com/designcenter-archive/video_workshop/?id=vid0001

http://layersmagazine.com/ http://trainmephotoshop.com Web development:

http://www.w3schools.com/html/default.asp http://www.w3schools.com/css/default.asp

http://www.w3scho



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MSc - Entrepreneurship and Innovation

BUSINESS PLAN COMPETITION “CHALLENGE JEUNES POUSSES”

Course Code MSC.EISM2.STELE.0011

ECTS Credits 3


Contact Hours 18


Programme MSc - Entrepreneurship and Innovation

Prerequisites none

Course Description Understand innovative venture creation process and how to create a new venture



Semester fall

Campus Sophia

Recommended Reading


readings :

Websites

CRITICAL THINKING IN ENTREPRENEURSHIP AND RESEARCH METHODS


ECTS Credits 3

Course Leader POROLI Corinne

Contact Hours 18



Prerequisites none

Course Description This course aims at helping students to undertake their dissertation in the field of

entrepreneurship. Thus, it provides students with tools and methods to turn ideas into

dissertation project, to link academic literature with empirical data (theory and practice) and to

develop their own way of well-argued thinking based on a chosen topic. The various stages of

research methodology will be considered with a specific emphasis on the logic underlying the

research process.



Semester fall

Campus Sophia

Recommended Reading


readings : Fisher C.M. (2010), “Researching and writing a dissertation. An essential guide for

business students”, third edition, Pearson Education Limited. Ghauri P., Gronhaug K. (2010),



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“Research methods in business Studies”, fourth edition, Pearson Education Limited. Salkind

N.J. (2009), “Exploring research”, seventh edition, Pearson International Edition. Saunders M.,

Lewis P. and Thorhill A., (2016), “Research methods for business students”, seventh edition,

Pearson Education Limited

Websites

OPEN INNOVATION FOR GLOBAL ENTREPRENEURS

Course Code MSC.IBPM2.ISELE.0023

ECTS Credits 3

Course Leader Renata KAMINSKA

Contact Hours 18



Prerequisites None

Course Description The objective of this course is to analyze the emergence of Open Innovation paradigm and its

relevance for managers and entrepreneurs. First, we will define what Open Innovation is in

relation to what some now call Closed Innovation. Second, through the lenses of managers of

incumbent firms and potential entrepreneurs, we will analyze how different organizations,

large and small, espouse the principles of Open Innovation. Finally, we will evaluate the

opportunities created by the platform-based network-centric innovation in the global

economy.



Semester Fall

Campus Sophia

Recommended Reading

Surowiecki J. (2005), The Wisdom of Crowds: Why the Many Are Smarter Than the Few. Abacus On cognitive diversity: Page S. (2008), The Difference: How the Power of Diversity Creates Better Groups, Firms, Schools, and Societies. Princeton University Press. Chesbrough H.W. (2003), The era of open innovation, MIT Sloan Management Review, Spring. Hargadon A. & Sutton R.I. (2000), Building an innovation factory, Harvard Business Review, May-June, 157-166. Von Hippel E. (2005), Democratizing Innovation. MIT Press: Cambridge: MA Baldwin C. & von Hippel E. (2011), Modeling a Paradigm Shift: From Producer Innovation to User and Open Collaborative Innovation, Organization Science, 22(6), 13991417. Henkel J. & Baldwin C. Y. (2010), Modularity for Value Appropriation How to Draw the Boundaries of Intellectual Property, Working Paper - Harvard Business School, 11-054. Huston L. & Sakkab N. (2006), Connect and develop: inside Procter & Gamble's new model for innovation, Harvard Business Review, March, 58-66. Johnson, S. (2010), Where good ideas come from, London, Penguin. Nielsen M. (2012), Reinventing discovery, Princeton: NJ: Princeton University Press.



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Chesbrough H.W. (2006). Open Business Models: How to Thrive in the New Innovation Landscape, Harvard University School Press. Page, S. E. (2007). Making the Difference: Applying a Logic of Diversity. Academy of Management Perspectives, 21(4), 620. Anderson, C. (2004). The Long Tail. Wired, 170177. Anderson, C. (2012). Makers: The New Industrial Revolution. Random House, London. Adner, R. (2012). The wide lens: What successful innovators see that others miss. London: Penguin Books. Cusumano, M. 2010. "The evolution of platform thinking." Communications of the ACM 53(1):32-34. Eisenmann, T., J. Parker and M.W. Van Alstyne. 2006. "Strategies for two-sided markets." Harvard Business Review.

Websites GE view on additive manufacturing and open innovation https://plus.google.com/events/c273pncgit22a3i88n9ofg97sto 3D printers and disruptive innovation http://disruptiveinnovation.se/?p=286 Blomberg report http://www.bloomberg.com/news/2013-05-14/how-3-d-printing-could-disrupt-the-economy-of-the-future.html http://www.bloomberg.com/news/2013-05-12/your-future-will-be-manufactured-on-a-3d-printer.html http://www.bloomberg.com/news/2013-05-13/that-3-d-printed-gun-it-s-just-the-start.html http://www.bloomberg.com/news/2013-05-15/3-d-printing-the-ultimate-intellectual-property-threat-.html

Crowd driven entrepreneurship


ECTS Credits 3


Contact Hours 18



Prerequisites Basic skills in innovation and entrepreneurship

Course Description This course aims at discovering a disruptive entrepreneurship mode invented at SKEMA and

that is a new concept. Conversely to the classical entrepreneurship route where some people

try to solve problems or needs by themselves, here the crowd plays the role of a catalyst In

such a process, there is not a unique entrepreneur but the crowd is part of the deal. Moreover,

different makers are involved progressively along the way until the initial problem will be fixed.

During this course, we will select a specific complex problem and work on it then. We apply a

learning by doing pedagogy.



Semester fall



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Campus Sophia

Recommended Reading

Websites

Developing a multisided web platform

Course Code MSC.EISM2.ISELE.0034

ECTS Credits 3


Contact Hours 18



Prerequisites Business idea

Course Description This course will take students through the process of coding for the creation of multisided

web platform using existing ready-to-use tools.

Along the way students will have to demonstrate deliverables of multisided platform content,

such as:

- a landing page

- a Beta testing

- a payment page

These deliverables will allow students to validate the relevance of their value proposition

through field feedback from users.



Semester fall

Campus Sophia

Recommended Reading

Websites

ECO-SYSTEM OF INNOVATION


ECTS Credits 3

Course Leader BERNASCONI Michel

Contact Hours 18



Prerequisites None

Course Description Innovation is like an iceberg and a tropical forest. It is like an iceberg because what you see

above the surface is just a small part of the reality. It is like a tropical forest because, like a

biological ecosystem, variety of elements is necessary for life to develop. The course is



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organized to discover what is under the surface of innovation and the multiplicity of actors

necessary to develop rich innovation environments, and to make innovation happen through

entrepreneurship.

Ecosystems of innovation are nowadays essential to understand and to act into the innovation

and entrepreneurial world. Different ecosystems co-exist: National Systems of Innovation,

Local System of innovation, Platform of innovation. The seminar will be an opportunity for the

participants to enter into this ecosystems of Innovation world not only from the start-up

perspective, but also from the existing company one.

It will be also a unique opportunity to discover Sophia Antipolis as an example of a local

system of innovation, and to meet local key players.



Semester fall

Campus Sophia

Recommended Reading


readings : - Chesbrough Henry (2006) Open Innovation, the New Imperative for Creating and

Profiting from Technology, Harvard Business School Press. - Chong-Moon L, Miller W.F., Gong

Hancock M., Rowen H. S., (2000) The Silicon Valley Edge: A Habitat for Innovation and

Entrepreneurship , Stanford Business Books. - Isaak R. (2008). "From collective learning to

Silicon Valley replication: The limits to synergistic entrepreneurship in Sophia Antipolis."

Research in International Business and Finance(doi:10.1016/j.ribaf.2008.03.006). - Rantanen K.

Bernasconi M. (2009). "International Comparison of Entrepreneurial Sub-Cultures within

Cultures: Effect of Territory on Entrepreneurial Strategies for Fundraising." International Journal

of Business 14(4) 309-320. - Senor D., Israel, The startup nation, Twelve, 2009.

Websites Global Entrepreneurship monitor :http://www.gemconsortium.org/ Accenture Tech Vision:

https://www.accenture.com/us-en/insight-disruptive-technology-trends-2017 Top global

innovators: http://top100innovators.stateofinnovation.com/ The origin of the Sil

EFFECTUAL STRATEGIC MARKETING


ECTS Credits 3


Contact Hours 18



Prerequisites An interest in challenging traditional strategic marketing

Course Description The course introduces the concept of effectuation (exercising control without predicting the

future) and applies it to strategic marketing.

This new paradigm allows students to consider ISMA360® as a method for innovation.

ISMA360® SKEMA Business School – Author Dominique Vian.



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Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : Effectual Entrepreneurship ( 2011) Routledge,

authors Read, Sarasvathy, Dew, Witbank, Ohisson Lectures Recommandées / Recommanded

readings : Vian D. (2013), ISMA360, la boussole de l'entrepreneur innovateur Ed. de boeck,

collection le management en pratique

http://superieur.deboeck.com/titres/130088_2/isma360.html

Websites effectuation.org

Ethics, governance and entrepreneurship


ECTS Credits 3

Course Leader BARRAQUIER Anne

Contact Hours 18



Prerequisites Fundamental undergraduate level management, marketing and financial knowledge.

Course Description Entrepreneurial ventures are distinct from established businesses in many respects. Their

structure is strongly dependent upon the entrepreneurs, from one person to a few people.

Social pressure, desire to succeed, isolation, lack of guidance and other factors can lead the

entrepreneur to make unethical decisions or engage in deviant behaviour (corruption, abuse,

fraud, etc.). The course will focus on these issues. It will start with an overview of ethical issues,

to provide students with a sense of ethical dilemmas, and cognitive devices to solve them.

Then, we will introduce issues of ownership and governance. Ownership structure and

governance mechanisms are introduced and discussed in class with respect to their ethical,

social and sustainable implications.



Semester fall

Campus Sophia

Recommended Reading

Main source: journal articles (provided as course starts) -- Other: Stout, L. A. (2012). The

shareholder value myth: How putting shareholders first harms investors, corporations, and the

public. Berrett-Koehler Publishers.

Websites



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FINANCE FOR NEW VENTURE MANAGEMENT

Course Code MSC.EISM2.FIELE.0123

ECTS Credits 3


Contact Hours 18



Prerequisites basics in accounting and finance

Course Description The course is dedicated to transfer the essentials of finance and accounting tools for

supporting decisions about the effective launching and management of the operations of a

new venture.



Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : Vernimmen Corportate finance, 3rd Edition

Lectures Recommandées / Recommanded readings : Will be communicated during the

tutorials.

Websites Will be communicated during the tutorials.

IDENTIFYING AND MANAGING BUSINESS OPPORTUNITIES


ECTS Credits 3


Contact Hours 18



Prerequisites Interested exchange students should send their CV to the course leader for the consideration

of joining the course.

Course Description What do business opportunities look like? How do firms discover and exploit these

opportunities to create value and sustain competitive advantage?

Entrepreneurship is the art of recognition and exploitation of opportunities. Entrepreneurship

is valuable within existing organizations as well as in the establishment of new ventures.

Discovering business opportunities requires that individuals not only possess knowledge, but

that they also have the cognitive abilities that allow them to value and exploit that knowledge

within teams.

By combining in-class experiments, debates, practitioners testimonials and an innovation

contest, the course aims at providing students with the cognitive process to identify and

leverage business opportunities within organizations.



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Semester fall

Campus Sophia

Recommended Reading

Websites

INNOVATION AND NEW PRODUCT DEVELOPMENT USING DESIGN THINKING

Course Code MSC.EISM2.MKCOR.0111

ECTS Credits 4


Contact Hours 21



Prerequisites Marketing Strategy

Course Description New product development is the process of creating a new product (good or service) to be

sold by a business to its customers. It is the efficient and effective generation and

development of ideas through a process that leads to new products. In a systematic approach,

product development consists of conceptualizing and evaluating ideas and turning them into

tangible products. This process applies to goods and services.

From an entrepreneurial perspective, the issue of product development is to liaise the

identification of an opportunity and the marketing of a tangible product. Using design

thinking and user innovation approach, the course will focus on this opportunity-product fit

and prepare students to understand the process and the steps through which technology-

based or market-based opportunities are transformed into marketable offerings. Sustainable

development dimensions will be focused on during the course.

The course will give students an overview of the relationship between strategic marketing and

the creation of innovation within an organization. In this course, students will learn 1) the

stages in developing an innovation; 2) develop sustainable innovation strategies on how to

create value in a world of finite resources;



Semester fall

Campus Sophia

Recommended Reading

Lectures Recommandées / Recommanded readings : Christensen, C. (2003), The innovator’s

dilemma, Harper Business; Sempels & Hoffmann (2013), Sustainable Innovation Strategy,

London: Palgrave-Macmillan;Hoffmann & Coste (2013), Global Luxury Trends, London:

Palgrave Macmillan; Holt (2004), How Brands Become Icons, HBP; Midgley, D. (2009), The

Innovation Manual, Wiley; Christensen, C. (2003), The innovator’s dilemma, Harper Business;



Fall 2017

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Websites

NEW VENTURE AND BUSINESS PLAN


ECTS Credits 4


Contact Hours 27



Prerequisites none

Course Description This course will take the student from innovative idea creation to early start-up activities and

acquisition of the first clients for a new business. Central to this process is the iterative creation

and fine tuning of a business plan, development of understanding the uses of the business

plan for management of key activities and for attracting outside investors.



Semester fall

Campus Sophia

Recommended Reading


readings : Osterwalder, A., Pigneur, Y. (2010). Business Model Generation, Wiley Chereau, P.,

Meschi, P.X. (2017), Strategic consulting - PALGRAVE

Websites

SUSTAINABLE INNOVATION FROM A BUSINESS PERSPECTIVE


ECTS Credits 3


Contact Hours 18



Prerequisites none

Course Description You will develop a true understanding of the new rules of the world in which you will evolve

and develop by showing you the potential business opportunities that SD offers especially

through innovation, mostly looking through the environmental lens, and be able to apply the

principles of sustainable development to your thinking processes.



Semester fall

Campus Sophia



Fall 2017

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Recommended Reading


readings :

Websites

MSc - International Marketing and Business Development Sophia

STRATEGIC BRAND MANAGEMENT

Course Code MSC.IMBM2.MKCOR.0058

ECTS Credits 5

Course Leader DEHLING Aurélie

Contact Hours 30


Programme MSc - International Marketing and Business Development Sophia

Prerequisites Intermediate marketing

Limits may apply to group sizes

Course Description Few would deny the importance of brands as valuable assets and a potential source of

sustainable competitive advantage. Nestlé bought Rowntree (KitKat, After Eight…) for almost

three times its stock market value and 26 times its earnings. This value is created by the place

occupied by the brands in the minds of customers: brand awareness, image, trust and

reputation - all built up over many years - are the best guarantee of future cash flows. As one

commentator puts it: ‘products are created in the factory. Brands are created in the mind.

Brands provide a short cut for customers when making a purchasing decision, seeking to avoid

risk and obtain value for money. Brands provide a relevant, exciting experience. Brands

connote a certain life style, values or attitude. Brands can become objects of affection:

‘Lovemarks’, even. Buying a brand is an integral part of an individual’s quest for identity and

meaning.

The course will balance theory and practical application, with considerable use of case studies

and student project work.

Students will learn how companies manage ‘brand equity’, clearly a major strategic issue. This

course provides a comprehensive introduction to strategic brand management, covering such

areas as the building of brand equity, brand identity, brand extension, brand portfolios etc. in

national, regional and global markets.



Semester fall

Campus Belo Horizonte;Lille;Paris;Sophia

Recommended Reading


readings : Full reading list on Knowledge web site along with a selection of reports, cases and

articles

Websites Links provided on the Knowledge course site



Fall 2017

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CREATIVE MARKETING

Course Code MSC.IMBM2.MKELE.0065

ECTS Credits 3

Course Leader Yves Lucky

Contact Hours 12



Prerequisites M1 marketing

Course Description Discover a media called Specialty Advertising (definition, history from it's birth until today,

comparison with all other major medias). Learn how to build a Specialty Advertising campaign

by using several creative marketing tools.



Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : - The Counselor ( ASI, USA) - Media file

USA Lectures Recommandées / Recommanded readings : Les cahiers du IEPO: Introduction à

la PPO.

Websites www.guide-pub.com www.counselormag.com www.asicentral.com

FINANCE FOR MARKETING AND BUSINESS DEVELOPMENT

Course Code MSC.IMBM2.FIELE.0122

ECTS Credits 3


Contact Hours 18



Prerequisites Please note that this course has been created specifically for students in the MSc IMBD who

are also doing the innovation and creativity course and need additional support in finance for

the new business development project. Priority for access will ther

Course Description Finance for Marketing and Business Development applies tools and techniques of corporate

finance to entrepreneurial business development. It closely follows a "life cycle of the firm"

approach in a very accessible manner. The class will explore the theories, knowledge, and

financial tools needed by an entrepreneur in starting, building, and harvesting a successful

business. The course will focus on sound financial management practices, how and where to

obtain the financial capital necessary to run and grow the venture, and how and when to

interact with the financial institutions and regulatory agencies central to financing ventures as

they grow and ultimately look for liquidity for their investors



Semester fall



Fall 2017

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Campus Sophia

Recommended Reading


readings : PPTs, Financial Models, articles available on Knowledge

Websites FT.COM + WALL STREET JOURNAL + REUTERS.COM + BLOOMBERG.COM

INNOVATION&CREATIVITY


ECTS Credits 5

Course Leader DEHLING Aurélie

Contact Hours 30



Prerequisites M1 Marketing

Restrictions may apply to numbers, in which case a selection will be made by the course leader

Course Description This course is organized in 2 different parts : Creativity course (15h) and Innovation course

(15h)

INNOVATION (15h):

Innovation is not necessarily about creating new technology. In fact, some of the most iconic

innovation examples of the past few years (the iPhone, Amazon Prime, Uber, AirBnB) all used

existing technology to create superior value through better business model design. In this

class, we will learn about the different types of innovation and how they fit together in an

innovation strategy based on value creation, delivery and communication. After this

conceptual introduction, we will work “hands-on” to develop an innovation project using

Google’s “Sprint” methodology.

CREATIVITY (15h):

As a blogger, a creative copywriter, an engineer, a commercial, a photograph … having ideas is

one of the most important parts of your job.

But often it seems like one of the most difficult and challenging parts of the whole process.

How do you keep ideas flowing?

How do you make sure you get to the very good idea that will make your blog, contribution,

advert, post, résumé or article really stand out from the rest?

How do you create an amount of ideas to choose from?

The course will balance theory and practical application, with use of case studies.

Students will learn how to produce an idea that would be able to stand out from the crowd

and how the implement of an idea can be patented.



Semester fall


Recommended Reading

CREATIVITY Paul Arden : it’s not how good you are ; Jack Foster : how to get ideas ; David

Ogilvy : Confessions of an Advertising Man INNOVATION : Required readings : Knapp, J.



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(2016) Sprint: How to solve big problems and test new ideas in just five days Recommended

readings : Full reading list on Knowledge web site along with a selection of reports, cases and

articles

Websites

INTERNATIONAL BUSINESS DEVELOPMENT


ECTS Credits 3

Course Leader SPIER Peter

Contact Hours 18




Numbers may have to be limited to maintain a reasonable group size. A selection would then

be made by the course leader

Course Description Developing business internationally presents a number of challenges: differences in

consumers’ habits, tastes, spending patterns, values…; differences in channels; differences in

working habits and standards; differences in the legal, political, administrative environment…

A company has succeeded in one country and context – what is required for it to succeed

elsewhere? Identifying the key success factors and seeking out new markets where the

ecosystem will support the business is often the key to international success. Sensitivity to

local conditions is another. The organizational and managerial challenges are also substantial.

This course will look closely at the business development aspects of internationalisation

through concrete examples and case studies with a range of companies, sectors and countries.



Semester fall


Recommended Reading

Available on Knowledge platform

Websites Available on Kwowledge platform

Marketing and innovation in the video game market


ECTS Credits 3

Course Leader BOUDIER Matthias

Contact Hours 18



Prerequisites Intermediary marketing



Fall 2017

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Limits may apply to group sizes

Course Description The video games market is no small matter: it has now grown beyong cinema in size and is an

indication of how gaming and technology have come into our lives. This course explores the

video games market, both because of its intrinsic interest and because it provides an excellent

example of a market where retail changes, social trends and technology intermingle. It thus

provides fertile ground for exploring how these interact and how innovation seeks to leverage

them.



Semester fall

Campus Sophia

Recommended Reading

References will be provided on the Learning platform

Websites

MARKETING RESEARCH


ECTS Credits 4

Course Leader DONADIEU Gerard

Contact Hours 24




To keep group size reasonable, some limitation on numbers may be necessary. Selection will

then be made by the course leader

Course Description In the today context where market data can be found everywhere and produced at relatively

low cost, the main objective of the course is to train students to select and manage the data in

a creative but robust and reliable way in order to take the best Marketing decisions and design

the most successful business models for the future. .

Course will be a mix between theory and practical application with considerable use of

examples and case studies.



Semester fall


Recommended Reading

Full reading list on Knowledge web site along with a selection of reports, cases and articles

Websites



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THINKING OUT OF THE BOX WITH LEGO® SERIOUS PLAY®


ECTS Credits 3


Contact Hours 12



Prerequisites This course can only be organized in small groups. Numbers will therefore be limited and

some selection is likely.

Course Description Lego Serious Play is a method developed with Lego to help groups address serious issues

through play. It has a range of applications, including creating new concepts, addressing

strategic issues, dealing with group dynamics. It is not the only 'serious play' method

available, but it has become a point of reference. The method involves 'thinking with your

hands' by building first and talking afterwards. It allows participants to use metaphor and

storytelling to tease out meaning and build shared stories or understanding. As such, it is an

excellent way of stimulating creativity and 'out-of-the-box' thinking.

This course will introduce students to the method in a very 'hands-on' sort of way, using a

series of workshops to address a range of different kinds of issue. At the same time we will

explore the theoretical grounding of the method and compare it with other apporaches that

are often used.

There is quite alot of positive buzz around Lego Serious Play, and if nothing else a mention of

it will attract attention on a CV. But much more than that, this will provide a forum for

thinking about how group sessions and focus groups can be managed, and to explore how

meaning and insight can emerge from this kind of activity.



Semester fall


Recommended Reading

Websites

TRENDS AND INNOVATION IN LUXURY MARKETS


ECTS Credits 3

Course Leader HOFFMANN Jonas

Contact Hours 18




Course Description The MSc IMBD in Sophia allows student to explore innovation in a range of different markets.

These markets are interesting in themselves, but they also provide a range of examples to



Fall 2017

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better understand how market context and dynamics impact the innovation process. Luxury is

a special kind of market, addressing needs and desires that are not those of the everyday. This

course will examine the codes, trends and dynamics of this market and use case studies drawn

from the lecturer's research and publications to explore how companies compete and

innovate.



Semester fall

Campus Sophia

Recommended Reading

Websites

COMPANY PROJECT


ECTS Credits 3


Contact Hours 18



Prerequisites Intermediate marketing: The elective is aimed at students in the final year of the MSc IMBD.

Only exchange students with a similar level of study in marketing will be accepted – final year

masters in marketing or a final-year marketing specialization for Bachelor students.

In view of the need to be able to carry out market research, an operational level of French is

necessary to be able to fully contribute to the project work.

Course Description One of the best ways to learn about business development is to do it. The aim of this elective

is to provide an opportunity for students to work for and with companies. The companies will

provide a brief and students will work in project groups on a ‘consultancy’ basis. The kind of

project will vary from company to company and year to year. It often involves market research

of some kind. The partner companies will change each year, and both companies and briefs

will be announced at the beginning of the semester. Projects will be allocated to teams by the

teacher in charge. In real life you don’t always get to choose!

The course will begin with a presentation by the different companies and end with a

presentation by the project teams to the relevant company. The project will take place over

the semester and several coaching sessions will take place with the course leader. It is

important to understand that this kind of project takes place largely outside of the classroom

and requires full commitment. Anyone unable to commit fully should not choose this course.



Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : none. The reading list of the IMBD market research course will cover the theoretical background needed



Fall 2017

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Lectures Recommandées / Recommanded readings : Full reading list on Knowledge web site along with a selection of reports, cases and articles where appropriate

Websites Links provided on the Knowledge course site

E-COMMERCE

Course Code MSC.IMBM2.MKELE.0064.

ECTS Credits 3


Contact Hours 18



Prerequisites None

Course Description The course aims to give students an understanding of the basics of e-business strategy,

especially focusing on e-commerce practicalities, but also on the key role of datamining and

marketing.



Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : None Lectures Recommandées / Recommanded readings : A suggested reading list will be made available on Knowledge

Websites

PERFECT PITCH


ECTS Credits 3

Course Leader David WARD-PERKINS

Contact Hours 18



Prerequisites None

Course Description This course is about concise, effective, persuasive communication. In today's business

environment, you have to 'sell' your ideas, grabbing the attention of colleagues and

customers, expressing your ideas briefly, with clarity and impact. In this course, you will learn

how to master such communication even under pressure, how to interest and convince, in

other words, how to 'make a pitch.



Semester fall

Campus Sophia



Fall 2017

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Recommended Reading

Lectures obligatoires / Required readings : There is no required reading list. Lectures Recommandées / Recommanded readings : Students are encouraged to read any published books on effective speaking, effective selling, etc., however to treat them with caution. Two possible publications: - Life's a Pitch, by Philip Delves Broughton - Small Message: Big Impact, by Terri Sjoden

Websites Nothing required.

MSc - Luxury and Fashion Management

RESEARCH METHODS AND CRITICAL THINKING


ECTS Credits 3

Course Leader POROLI Corinne

Contact Hours 18


Programme MSc - Luxury and Fashion Management

Prerequisites none

Course Description This course aims at helping students to undertake their dissertation in the field of

entrepreneurship. Thus, it provides students with tools and methods to turn ideas into

dissertation project, to link academic literature with empirical data (theory and practice) and to

develop their own way of well-argued thinking based on a chosen topic. The various stages of

research methodology will be considered with a specific emphasis on the logic underlying the

research process.



Semester fall

Campus Sophia

Recommended Reading


readings : Fisher C.M. (2010), “Researching and writing a dissertation. An essential guide for

business students”, third edition, Pearson Education Limited. Ghauri P., Gronhaug K. (2010),

“Research methods in business Studies”, fourth edition, Pearson Education Limited. Salkind

N.J. (2009), “Exploring research”, seventh edition, Pearson International Edition. Saunders M.,

Lewis P. and Thorhill A., (2016), “Research methods for business students”, seventh edition,

Pearson Education Limited

Websites



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DESIGN AND INNOVATION

Course Code MSC.LFMM2.MKCOR.0018

ECTS Credits 4

Course Leader COSTE-MANIERE Ivan

Contact Hours 24



Prerequisites None

Course Description Introduction to Design

Roots and history

Aims, goals and different jobs in design

creatives methodologies

Initiation to Design Management

- Brands strategies Definitions

- Defining and creating and elaborating aBrand Book

- Defining a creatifve concept



Semester fall

Campus Sophia;Suzhou

Recommended Reading

Lectures obligatoires / Required readings : Claude Levi-Strauss, Anthropologie structurale,

Pocket, 2003 Kotler Philip, Dubois Bernard, Delphine Manceau, Marketing Management,

Pearson Education, 2004 Ferdinand de Saussure, Cours de linguistique générale, editions Payot

1995 Lectures Recommandées / Recommanded readings : Porter Michael, Avantage

concurrentiel, Paris, Dunod, 1999 Cooper Rachel and Mike Press, The Design Agenda,

Chichester, John Wiley & Sons Ltd, 1995 Sun Tzu, L’Art de la guerre, Flammarion, 1999

Websites

FASHION AND BRAND MANAGEMENT


ECTS Credits 4


Contact Hours 24



Prerequisites None

Course Description Managing luxury or fashion brand is not the same as managing a consumer goods one, the

specificities of that brand management are huge and make from the luxury brand

management a specific exercise.

The objective of this course is to aware students to this and to provide them a clear view on

the subjects of brands: from brand equity, strategic brand management process and brand



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identity. The lectures will lay a stress on all the specificities of the fashion and luxury worlds

from the products characteristics to consumer behaviour, issues faced in each sectors and all

the macroeconomics trends



Semester fall


Recommended Reading

Lectures obligatoires / Required readings : The Luxury Srategy: Break the rules of Marketing to

build luxury brands Jean-Noel Kapferer and Vincent Bastien Editions Kogan Luxury Brand

Management -A world of privilege Michel Chevalier et Gérard Mazzalovo Editions Wiley

Lectures Recommandées / Recommanded readings : Luxe & Co Dana Thomas Editions Les

Arènes Strategic Brand Management Kevin Lane Keller Editions Pearsons Luxury

World: Past, present and future of luxury brands Mark Tungate Editions Kogan

Websites

GLOBAL LUXURY AND FASHION

Course Code MSC.TRCM2.FICOR.0001

ECTS Credits 3

Course Leader

Jerome Poisson

Contact Hours

18



Prerequisites none

Course Description

This course will help in analyzing Globalization in general, the dimensions of it, r and the impacts of

digital technology on international business, elations, politics and society. Students will get an

overview and exposure to rise of digital technologies that have shaped the ways, business, politics,

and nations operate in turbulent environment. You will study various digital governance and

technologies that have influenced the ways in which world and people live connected and

interdependent. In this course, you will critically assess the role of globalization by demonstrating a

research paper with poster on how digital technologies have changed the way business functions

from past to present and the what role digital marketing students can play in future. This course will

equip students to face the challenges and discover new opportunities in Globalized world through

focus on Digital Growth.

Globalization is the turbulent background against which SKEMA's students are going to have to play

out their careers. Globalization is described by The Economist as the death of distance. Martin Wolf

describes it as the integration of economic activities, across borders, through markets. And Anne

Krueger adds that its main consequence is that economic agents, in any given part of the world, are

much more affected by events elsewhere than before. Basically, it is the worldwide extension of the

market economy.



Fall 2017

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0Course Open to Exchange Students


Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : Lectures Recommandées / Recommanded readings :

Websites

INTEGRATED LUXURY AND FASHION COMMUNICATION


ECTS Credits 5


Contact Hours 30



Prerequisites None

Course Description This specialization seeks to give students showing financial or marketing backgrounds the

opportunity to enhance their knowledge in the luxury world, maybe one the fastest moving

ones. The main aim is to acquire the skills enabling students to evolve in the innovation-driven

and polycultural environment of global luxury companies and holdings.



Semester fall


Recommended Reading

Lectures obligatoires / Required readings : To be given during the lectures Lectures

Recommandées / Recommanded readings :

Websites

INTERNATIONAL MARKETING STRATEGIES FOR LUXURY AND FASHION GOODS


ECTS Credits 4


Contact Hours 24



Prerequisites None



Fall 2017

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Course Description The International Marketing Strategies for Luxury and Fashion Goods provides students with a

clear understanding of key global business issues and trends surrounding international

marketing strategies for luxury and fashion goods today as well as providing a comprehensive

framework for taking marketing strategy decisions. Specifically, students will learn how to

develop cultural innovations and cultural strategies. Cases studies illustrate the topics above

with a focus in the markets of Europe, US, China and Brazil.



Semester fall


Recommended Reading

Lectures obligatoires / Required readings : Hoffmann & Coste (2013), Global Luxury Trends,

London: Palgrave-Macmillan. Hoffmann & Coste (2012), Luxury Strategy in Action, London:

Palgrave-Macmillan. Sempels & Hoffmann (2013), Sustainable Innovation Strategy, London:

Palgrave-Macmillan. Holt & Cameron (2010), Cultural Strategy, Oxford: OUP. Lectures

Recommandées / Recommanded readings : Kapferer & Bastien (2008 or 2012), The Luxury

Strategy: Break the Rules of Marketing to Build Luxury Brands, Kogan Page Chevalier &

Mazzalovo (2008), The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands,

Wiley Okonkwo, U. (2007), Luxury Fashion Branding: Trends, Tactics, Techniques, Palgrave-

Macmillan Okonkwo, U. (2008), Luxury Online: Styles, Systems, Strategies, Palgrave-Macmillan

Michel Chevalier et Michel Gutsatz (2012), Luxury Retail Management: How the World's Top

Brands Provide Quality Product and Service Support, Wiley Radha Chadha and Paul Husband

(2008), The Cult of the Luxury Brand: Inside Asia's Love Affair With Luxury, Nicholas Brealey

Michel Chevalier and Pierre Xiao Lu (2009), Luxury China: Market Opportunities and Potential,

Wiley Pierre Xiao Lu (2008), Elite China: Luxury Consumer Behavior in China, Wiley Manfredi

Ricca et Rebecca Robins (2012), Meta-luxury: Brands and the Culture of Excellence, Wiley

Dana Thomas (2008), Deluxe: How Luxury Lost Its Luster, Penguin Christian Blanckaert, Luxe,

Paris: Cherche-Midi.

Websites

REGULATORY ISSUES IN THE LUXURY INDUSTRY

Course Code MSC.LFMM2.MKELE.0023

ECTS Credits 3

Course Leader DALLOZ Marc

Contact Hours 18



Prerequisites None

Course Description Premiums and promotions are constantly used by all major mail order companies

Licensing is used by all major brands around the world





Fall 2017

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Semester fall


Recommended Reading


readings : Indicated by the teacher: www.wipo.org

Websites

STATE OF THE ART IN FASHION AND LUXURY


ECTS Credits 3


Contact Hours 18



Prerequisites None. This course is devoted to students joining the MSc Luxury & Fashion Management as

they are willing to work in the marketing, branding, artistic, international fields, and need an

average background level.

Course Description This specialization seeks to give students showing financial or marketing backgrounds the

opportunity to enhance their knowledges in the luxury world, maybe one the fastest moving

ones. The main aim is to acquire the skills enabeling students to evolve in the innovation-

driven and polycultural environment of global luxury companies and holdings.



Semester fall


Recommended Reading

Lectures obligatoires / Required readings : Let Them Eat Cake: Marketing Luxury To The

Masses -- As Well As The Classes (janvier 2005) de Pamela N. Danziger Trading Up: Why

Consumers Want New Luxury Goods... And How Companies Create Them (janvier 2005) de

Michael Silverstein, et al -- Relié Lectures Recommandées / Recommanded readings :

Websites

MSc - Strategic Event Management and Tourism Management

Budgeting and Sponsorship for Events

Course Code MSC.SEMM2.MKCOR.0107

ECTS Credits 2


Contact Hours 12


Programme MSc - Strategic Event Management and Tourism Management

Prerequisites No specific prerequisites



Fall 2017

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Course Description The course addresses those concepts that enable students to become effective managers in

the events and meetings business such as accounting techniques used to control costs and

profits and an ability to draw up and/or understand Profit and Loss Statements as well as

operational budgets, as well as an appreciation of sponsorship management.



Semester fall

Campus Sophia

Recommended Reading

Required reading will be posted on SKEMA's e-learning platform by the lecturer.

Websites

Convention Bureau Management and Marketing


ECTS Credits 2


Contact Hours 12



Prerequisites For SEMTM event track students.

For exchange students, no specific prerequisite, but the course presumes an active interest in

the business event industry.

Course Description A Convention Bureau (CB) is the officially appointed body responsible for the promotion of a

city, a region or country as a destination for business events, such as congresses, trade fairs,

incentives or experiential marketing. The course explains the nature and governance of CBs

and explains its main activities such as:

bidding for congresses and other events

marketing the destination

servicing business events enquiries

grouping together local business event suppliers

advising government on infrastructure requirements

influencing local/regional/national opinion leaders (politicians, civil servants, business and

scientific eminences) on behalf of the event industry



Semester fall

Campus Sophia

Recommended Reading


Websites



Fall 2017

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Excel for Business

Course Code MSC.SEMM2.MKELE.0123

ECTS Credits 1


Contact Hours 6



Prerequisites This course is designed for users that already have a general working knowledge of Excel.

Participation limited at 40 (size of computer room).

Course Description The course will teach students how to use Excel tools within business functions, such as

contact management, including customers, distributors and employees. It will also look at

analysis of demographics and budget building.



Semester fall

Campus Sophia

Recommended Reading

Websites

Financial Decision Making in Events and Tourism

Course Code MSC.SEMM2.FICOR.0060

ECTS Credits 3


Contact Hours 18



Prerequisites No specific prerequisites

Course Description This course covers key principles of finance that are necessary to understand in order to carry

out the financial analysis that justifies business decision-making.

Whatever task you would like to see yourself assigned with as a member of a business

organisation, you will always, as a member of a management team, feel the need for

mastering or, at the very least, having a good knowledge of financial tools that allow to

apprehend serenely the decision-making process.

Understanding finance is crucial to anticipating market trends, raising funds for business

projects, or deciding to invest in the most promising companies by analysing their

performance indicators. You can only make decisions if you understand the meaning of these

indicators and know where to find them.

The Financial Decision-making programme will provide you with all the necessary tools to read

and understand financial data usually jealously guarded to protect the knowledge advantage



Fall 2017

07/07/2017 45 / 54

of a select few such as balance sheets, financial statements, cash flow statements and any

other financial information that can guide you through such process.

NB: This is a joint course between tourism and event students



Semester fall

Campus Sophia

Recommended Reading

Required reading will be posted on SKEMA's e-learning platform by the lecturer

Websites

Gaining Insights Through Numbers


ECTS Credits 3

Course Leader SOSCIA Isabella

Contact Hours 18



Prerequisites Basic knowledge of descriptive statistics and methods for social research.

Course Description Participants are given all practical competences for creating a questionnaire developping an

efficient and rigorous data analysis using SPSS and they have the opportunity of applying the

techniques learned to practical and real research cases related to tourism and events.



Semester fall

Campus Sophia

Recommended Reading

Recommended readings: Field, A. (2009). Discovering statistics using SPSS. Sage publications.

Malhotra (2007), Marketing Research, Pearson: chapters 3, 4 and 5.

Websites Reading for the course will be posted on the Ferrières learning platform

Hotel Business Models


ECTS Credits 1


Contact Hours 6



Prerequisites No specific prequisite

Course Description This short course presents the different affiliations available to a hotel:

Chain



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Parent Company

Management Company

Owner

Asset Management Company

"Soft Brands"

It briefly introduces the metrics used by the Hotel Industry



Semester fall

Campus Sophia

Recommended Reading


Websites

International Economic Policy for Tourism & Events


ECTS Credits 3


Contact Hours 18



Prerequisites No specific prerequisites are necessary, except for a strong interest in the business of tourism

and events. Basic knowledge of Microeconomics is helpful.

Course Description The subject is based on recognition that an understanding of financial and economic

considerations underpins sound managerial decision-making in many areas of operation of a

tourism or event firm or organisation. The course will develop the students understanding of a

variety of analytical techniques of financial and economic appraisal, their strengths and

limitations.



Semester fall

Campus Sophia

Recommended Reading

Lectures Recommandées / Recommended readings : L. Dwyer, P. Forsyth and W. Dwyer (2010)

Tourism Economics and Policy, Channel View Publications, Clevedon, UK Lecturer will post

additional references on website

Websites

International Management Accounting and Control in Tourism


ECTS Credits 2




Fall 2017

07/07/2017 47 / 54

Contact Hours 12



Prerequisites Students must have completed the Financial Decision Making in Events & Tourism class and is

for tourism track students of SEMTM.

Course Description

The course revisits some basic accounting principles such as financial accounting versus

management accounting, cost management, budgetary control and financial statement

analysis in order to stress their usefulness in tourism and hospitality when dealing with

concepts like pricing, food and beverage control and analysis of departmental profitability.



Semester fall

Campus Sophia

Recommended Reading


Websites

MICE - The Business Events Industry Stakeholders


ECTS Credits 3

Course Leader OUVRY Melanie

Contact Hours 18



Prerequisites No specific requisites

Course Description The strategic management of business events: Meetings, Incentives, Conventions and

Exhibitions ('MICE'). The course will provide the knowledge and tools to enable the students to

become effective and profitable business events managers.



Semester fall

Campus Sophia

Recommended Reading

Lectures Recommandées / Recommended readings : Strategic Meetings Management

Handbook: From Theory to Practice by Kevin Iwamoto. Published 2011, by Easton Studio Press

Other articles will be published on Knowledge Astroff M & Abbey J (2006), Convention Sales

and Services, Waterbury Press Bowdin, G., Allen, J., O’Toole, W., Harris, R., and McDonnell, I.

(2011) Events Management, Elsevier McCabe ,V., Poole, B., Weeks, P. and Leiper, N. (2000) The

business and management of conventions, Wiley.



Fall 2017

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Websites Association Meetings International

(www.meetpie.com/publicat/asocmeet/currissu/ascconts.asp) Conference and Incentive

Management (www.cim-publications.de) Conference and Incentive Travel

(www.citmagazine.com) Convene (www.pcma.org/resources/convene/arch

Scenario Planning in Tourism & Events


ECTS Credits 1


Contact Hours 6



Prerequisites No specific prerequisite, except for an active interest in tourism and event management

Course Description Senario planning examines what long-term changes (over the next 20 years) might occur in

the tourism and event industries to understand the effect these changes might have. This

method anticipates the future, identifying uncertainties and their consequences. Different

scenarios address potential developments and their expected impact on tourism and event

businesses, institutions and destinations, which can use this information to create policies and

design strategies.



Semester fall

Campus Sophia

Recommended Reading


Websites

Talent Management in Events & Tourism


ECTS Credits 2


Contact Hours 12



Prerequisites Prerequisites for this class include:

- solid background in principles of event and tourism management planning and its influence

in hiring practices

- understanding of talent management fundamentals associated with recruitment, selection,

training and de



Fall 2017

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Course Description Students will use their background understanding of event and tourism management towards

the development of strategies to effectively recruit, select, train, develop and retain talent.

The tourism and events sectors are especially prone to challenges of staff retention, training

and morale. Addressing these issues can diminish negative perceptions regarding career

progression and fulfilment. Recruiting and retaining happy and well-trained staff is critical to

the success of customer-focused businesses.



Semester fall

Campus Sophia

Recommended Reading

Shields, J.(2016) Managing Employee Performance & Reward Human Resource Management,

Gary Dessler (2013) Burke, R.J. and Cooper, C.L. (2008) Building More Effective Organizations

Armstrong’s Handbook of Human Resource Managemet Practices (2009) Allen, J. (2009)

Confessions of an Event Planner: Case Studies from the Real World of Events--How to Handle

the Unexpected and How to Be a Master of Discretion 1st Edition Handbook of Career Theory,

Arthur, et al. (1989) ** Numerous articles will be given out in class **

Websites SHRM - Society for Human Resource Management ( https://www.shrm.org/ ) CIPD (

https://www.cipd.co.uk/ )

Team Management

Course Code MSC.SEMM2.PMCOR.0058

ECTS Credits 1


Contact Hours 6



Prerequisites Before attending class, students will be required to complete several self-assessments and

personal reflection exercises. These are tasks are designed to examine participants' individual

team and leader behaviors and beliefs. Pre-readings will also be ass

Course Description The event and tourism industries rely heavily on team work in operations and planning. This

course will give an introduction into the creation and continued motivation of highly

productive teams. We will examine numerous real-world event management issues and

determine best practices for creating sustainable high performance in complex and dynamic

business environments.

The course is highly interactive and students are expected to participate in the learning

process. Topics will require team-developed solutions.



Semester fall

Campus Sophia

Recommended Reading

Lectures Recommandées / Recommended readings : • De Janasz, S., Dowd, K. and Schneider,

B. (2006) Interpersonal Skills in Organizations. McGraw-Hill , New York, New York. 258 p. •



Fall 2017

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Lane, H. W., Distefano, J. and Maznevki, M. (2006) International Management Behavior.

Blackwell Publishing, Malden, Massachusetts. 628 p. • Morgan, G. (2006) Images of

Organization. Sage Publications, Thousand Oaks, London, New Delhi. 504 p. • Jackson, A.

(2005) Recognizing the “I” in Team. Industrial Engineer Journal, March 2005, pp. 38-42. •

Offermann, L. (2004) When Followers Become Toxic. Harvard Business Review: Inside the Mind

of the Leader/January, pp. 54-60. • Barnard, J. (1999) The Empowerment of Problem-solving

teams: Is it an effective management tool? Journal of Applied Management Studies, vol. 8, no.

1, pp. 73-84. • Holpp, L. (1997) Team Planning. Training and Development, April, 1997, pp. 44-

47.

Websites

The PCO Business


ECTS Credits 1


Contact Hours 6



Prerequisites No special prerequisites, except for an interest in international event management.

Course Description Professional Conference Organisers are specialists in managing large business events for

which the event owner (an association, a company or government department) have

contracted the PCO to take responsibility for programme and content development,

marketing, delegate services, sourcing of venue and of accommodation. The course explains

these multiple key activities and revenue streams, as well as introducing the concept of

Association Management.



Semester fall

Campus Sophia

Recommended Reading


Websites

The Sharing Economy in Tourism & Events


ECTS Credits 2

Course Leader TURE Meltem

Contact Hours 12



Prerequisites Knowledge of basic principles of marketing, specifically:



Fall 2017

07/07/2017 51 / 54

- conducting basic market research

- analyzing consumer trends and competition

- knowing the basic rules of segmentation, targeting, and positioning strategies

- understanding and designing the M

Course Description This course is designed to critically explore the reflections and implications of sharing

economy in the domains of tourism and event management. Starting with an introduction of

the concept of sharing, the course will stimulate students to consider the various ways

consumers can practice sharing-like activities in different consumption situations – as they

plan or have a vacation, as they travel, during a conference, etc. The students will have the

opportunity to study how sharing strategies/practices can be adopted by marketers in event

and tourism sectors to create more innovative business models. The course will also cover

contemporary debates about how, in addition to opportunities, sharing economy can create

limitations and threats for the businesses in tourism and event management.



Semester fall

Campus Sophia

Recommended Reading

Krush, Michael T., et al. "Positive marketing: A new theoretical prototype of sharing in an

online community." Journal of Business Research 68.12 (2015): 2503-2512. Bardhi, Fleura, and

Giana M. Eckhardt. "Access-based consumption: The case of car sharing." Journal of Consumer

Research 39.4 (2012): 881-898. Scaraboto, Daiane. "Selling, sharing, and everything in

between: The hybrid economies of collaborative networks." Journal of Consumer Research

42.1 (2015): 152-176. Schor, Juliet B., et al. "Paradoxes of openness and distinction in the

sharing economy." Poetics 54 (2016): 66-81.

Websites SEMTM student numbers in the elective are limited to 30.

Time Management


ECTS Credits 1


Contact Hours 6



Prerequisites No specific prerequisites but the number of participants is limited to 25.

Course Description Effective time management is an indispensable skill in the modern business life, especially for

the fast-moving and highly dynamic sectors of event and tourism management. The course

explains some of the theory and practical applications for good time management and

increased productivity. Learners will discover good practice around organising themselves and

their workspace in order to stay on task mentally





Fall 2017

07/07/2017 52 / 54

Semester fall

Campus Sophia

Recommended Reading


Websites

Tourism Destination Management and Marketing


ECTS Credits 2


Contact Hours 12



Prerequisites This course is for Tourism track students on SEMTM, for exchange students there are no

specific prerequisites except for a strong interest in tourism marketing

Course Description Destinations face a highly competitive environment in both their leisure and business tourism

marketing. Students will investigate how destinations market themselves and will gain an

understanding of the current behavioural and economic trends that affect destinations as well

as an overview of destination branding practices.The course will also cover aspects of

destination management, notably stakeholder liaison.



Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : Required reading will be posted on SKEMA's e-

learning platform by the lecturer Lectures Recommandées / Recommended readings :

UNWTO/ETC Handbook on Tourism Destinations Branding

Websites Destinationmarketing.org Europeancitiesmarketing.com

Visitor Behaviour


ECTS Credits 3

Course Leader OUVRY Melanie

Contact Hours 18



Prerequisites This course is only for Tourism Track students.

Course Description As a result of this course, students should be able to describe the key consumer-related

challenges that affect visitor management and marketing and to understand visitor

motivation, satisfaction, and service quality issues. In particular, the course will help to



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07/07/2017 53 / 54

differentiate buying behaviour differences between leisure and business travelers and to

understand the role of organisational customers, particularly in business travel.



Semester fall

Campus Sophia

Recommended Reading

Lectures obligatoires / Required readings : •Reisinger (2009). International tourism: Cultures

and behaviors. Oxford: Butterworth Heinemann (some chapters only) •5 academic research

articles •5 professional marketing reports Lectures Recommandées / Recommanded readings :

•Reisinger and Turner (2003). Cross cultural behavior in tourism: Concepts and analysis.

Oxford: Butterworth Heinemann •Pearce (2005). Tourist Behaviour: Themes and Conceptual

Schemes. Clevedon: Channel View. •Swarbrooke, J., Horner, S. (2007). Consumer behavior in

tourism. Oxford : Butterworth H

Websites •Http://www.veilleinfotourisme.fr/ Veille Info Tourisme; a selection of information in French

and in English published by the French Government •http://ertr.tamu.edu e-Review of

Tourism Research Research (eRTR); academic and professional short articles

MSc Transversal course

FRENCH AS FOREIGN LANGUAGES

Course Code PGE.FINM1.LGCOR.4265

ECTS Credits 1

Course Leader POMMIER Jean-Paul

Contact Hours 15

Department Dept. Langues

Programme -

Prerequisites No prerequisite

Course Description Beginner: Learners will be able to understand and use familiar everyday expressions and very

basic phrases for concrete situations (introduce themselves and others and ask and answer

questions about personal details such as where they live, people they know and things they

have). Will be able to interact in a simple way provided the other person talks slowly and

clearly and is prepared to help.

Basics: Learners will be able to understand sentences and frequently used expressions related

to areas of most immediate relevance (e.g. very basic personal and family information,

shopping, local geography, employment). Will be able to communicate in simple and routine

tasks requiring a simple and direct exchange of information on familiar and routine matters.

Will be able to describe in simple terms aspects of their background, immediate environment

and matters in areas of immediate need.

Intermediate: Learners will be able to understand the main points of familiar matters regularly

encountered in work, school, leisure, etc. Will be able to deal with most situations likely to

arise while travelling in an area where the language is spoken. Will be capable of producing

simple connected text on topics which are familiar or of personal interest. Will be able to



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describe experiences and events, dreams, hopes & ambitions and briefly give reasons and

explanations for opinions and plans.

Advanced: Learners will be able to understand the main ideas of complex text on both

concrete and abstract topics, including technical discussions in their field of specialisation.

They will interact with a degree of fluency and spontaneity that makes regular interaction with

native speakers quite possible effortlessly both ways. Will be able to explain a viewpoint on a

topical issue giving the advantages and disadvantages of various options.



Semester fall

Campus Sophia

Recommended Reading

Websites

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Course catalogue autumn 2016

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