MSc MARKETING MANAGEMENT 2019-2020 - EDHEC Business School
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MSc MARKETING MANAGEMENT
2019-2020
1INDEX
ECTS CREDITS--------------------------------------------------------------------------------------------------------------------------------------- 3
SEMESTER 1
20_M2_LI_MKT_S1_SEM_HUM_757: BUSINESS ETHICS FOR MARKETERS--------------------------------------------------------- 4
20_M2_LI_MKT_S1_CCO_4408: DESIGN THINKING -------------------------------------------------------------------------------------- 6
20_M2_LI_MKT_S1_CCO_4409: INTERNATIONAL MARKETING STRATEGY ---------------------------------------------------------- 8
20_M2_LI_MKT_S1_CCO_4410: BRAND & COMMUNICATION MANAGEMENT ------------------------------------------------ 10
20_M2_LI_MKT_S1_CCO_MKG_1133: MARKETING RESEARCH & METHODS - PART 1: QUALITATIVE TECHNIQUES ---- 12
20_M2_LI_MKT_S1_CCO_1135: MARKETING RESEARCH & METHODS -PART 2: QUANTITATIVE TECHNIQUES--------- 14
20_M2_LI_MKT_S1_CCO_4412: SALES MANAGEMENT ------------------------------------------------------------------------------- 16
20_M2_LI_BM_S1_CCO_5642: IMPACT OF ARTIFICIAL INTELLIGENCE ON BUSINESS & SOCIETY -------------------------- 18
20_P0_LI_BM_S1_CCO_CCS_4499: SOCIO-CULTURAL FRANCE ---------------------------------------------------------------------- 20
20_M2_LI_BM_S1_CCO_FLE_1345: IC - FLE----------------------------------------------------------------------------------------------- 22
SEMESTER 2
20_M2_LI_MKT_S2_SEM_MGT_1190: STRATEGIC LEADERSHIP -------------------------------------------------------------------- 25
20_M2_LI_MKT_S2_SEM_5842: CUSTOMER & DATA ANALYTICS ------------------------------------------------------------------ 26
CONCENTRATION LUXURY & FASHION
20_M2_LI_MKT_S2_CCO_4413: LUXURY STRATEGY & INNOVATION --------------------------------------------------------------- 28
20_M2_LI_MKT_S2_CCO_4414: GLOBAL LUXURY OPERATIONS --------------------------------------------------------------------- 30
20_M2_LI_MKT_S2_CCO_4415: CRM FOR LUXURY AND FASHION ---------------------------------------------------------------- 32
20_M2_LI_MKT_S2_CCO_4416: DIGITAL MARKETING FOR LUXURY ---------------------------------------------------------------- 34
20_M2_LI_MKT_S2_CCO_5879: INDUSTRY IMMERSION ---------------------------------------------------------------------------- 36
CONCENTRATION ENTERTAINMENT & SERVICES
20_M2_LI_MKT_S2_CCO_4417: ENTERTAINMENT MARKETING --------------------------------------------------------------------- 37
20_M2_LI_MKT_S2_CCO_4418: SERVICES MARKETING ------------------------------------------------------------------------------- 38
20_M2_LI_MKT_S2_CCO_4419: CRM FOR ENTERTAINMENT & SERVICES --------------------------------------------------------- 40
20_M2_LI_MKT_S2_CCO_4420: DIGITAL MARKETING FOR ENTERTAINMENT & SERVICES ---------------------------------- 42
20_M2_LI_MKT_S2_CCO_5880: INDUSTRY IMMERSION ----------------------------------------------------------------------------- 44
20_P0_LI_BM_S2_CCO_CCS_1333: FAMILY BUSINESS--------------------------------------------------------------------------------- 45
20_M2_LI_BM_S2_CCO_FLE_1345: IC - FLE----------------------------------------------------------------------------------------------- 50
2ECTS CREDITS
COURSES HOURS EDHEC IC/DD INC
Business Ethics for Marketers 15 2 2 2
Design Thinking 30 4 4 4
International Marketing Strategy 30 4 4 4
Brand & Communication Management 30 4 4 4
Sales Management 30 4 4 4
Marketing Research & Methods - quanti 20 3 3 2
Marketing Research & Methods - quali 20 3 3 2
Impact of Artificial Intelligence on Business & Society 15 2 2 2
SPECIALISATION INTERNSHIP 2
Socio-Cultural France 30 7
French (Language Course) 30 5
French (Language Course) 15 NC
TICD 30 4 4
SEMESTER 1 220 32 30 36
Strategic Leadership 15 2 2 2
Customer & Data Analytics 15 1 1 1
Concentration Luxury & Fashion
Luxury strategy & Innovation 30 4 4 4
Global Luxury Operations 30 4 4 4
CRM for Luxury 30 4 4 4
Digital Marketing for Luxury 30 4 4 4
Industry Immersion 15 1 1 1
Concentration Entertainment & Services
Entertainment Marketing 30 4 4 4
Services Marketing 30 4 4 4
CRM for Entertainment & Services 30 4 4 4
Digital Marketing for Entertainment Services 30 4 4 4
Industry Immersion 15 1 1 1
TICD 60 10 10
Family Business 30 8
French (Language Course) 30 5
French (Language Course) 15 NC
SEMESTER 2 225 30 30 33
Master Project 150 30 30
Rapport stage 13
Internhip / Work Experience 15
YEAR 595 105 105 69
320_M2_LI_MKT_S1_SEM_HUM_757: BUSINESS ETHICS FOR MARKETERS
NUMBER OF HOURS: 15
SEMESTER: 1
INTERNATIONAL PROGRAMME: 2 ECTS
COURSE COORDINATOR + MAIL: Geert DEMUIJNCK (geert.demuijnck@edhec.edu) / Alex HILLER (alex.hiller@ntu.ac.uk)
COURSE OBJECTIVES
To teach students how to better frame ethical issues related to business and the economy, and to become more
aware of the ethical dimension of their domain of specialization, for example typical dilemmas that occur in the
marketing profession.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand (knowledge-based
outcomes)
Appreciate the key debates in business/societal, product/brand and individual perspectives on marketing
ethics.
Evaluate critical perspectives on the role of marketing in society
Develop of critical understanding of the types of ethical issues encountered in marketing and both company
and consumer responses to them.
More specifically, participants should be able to (skill- and competency-based outcomes)
Apply tools and philosophical framework to resolve problems in marketing ethics
Synthesise and resolve key issues in a specific marketing ethics problem.
PREREQUISITES
None. The only important prerequisite is intellectual honesty, i.e. the willingness to be led where the arguments
lead you, even if you feel uncomfortable with the conclusions. Discomfort should sharpen our critical reflection,
but not prevent us from thinking.
COURSE CONTENT
SESSION CONTENT
1 Introduction to business and marketing ethics;
Marketing ethics and CSR;
Tools for resolving ethical issues - normative ethical theory.
2 The ethics of marketing.
Why marketers should be concerned with ethics: trust in marketers and marketing;
Ethical issues in marketing.
Auchan case study.
3 Ethical issues in marketing.
Contemporary issues in and examples of marketing ethics
The product / brand; marketing communications; want creation vs need satisfaction. Moral
contracts and value: Social Contracts Theory.
4 Consumer ethics and ethical consumption;
Group activity.
5 Summary and Tutorial support: Essay plans for formative feedback for written assessment.
TEACHING & LEARNING METHODS
The course will consist of interactive workshops, featuring a range of teaching and learning methods including:
lectures
case studies
class discussion
4 videos
presentations
role play exercises.
ASSESSMENT METHODS
ASSESSMENT NATURE % OF THE DETAILS DURATION LEARNING OUTCOME
TOTAL EVALUATED
MARK
Individual Short 100% Critical examination of 2 sides All leaning outcomes (1-
written essay an identified marketing max. 5).
assignment ethics problem.
READINGS
Mandatory readings will be posted on Blackboard, with supplementary material presented with each session’s
slides. The core text we recommend is MURPHY, P., LACZNIAK, G. and HARRIS, F. (2016). Ethics in Marketing:
International Cases and Perspectives. London: Routledge.
520_M2_LI_MKT_S1_CCO_4408: DESIGN THINKING
NUMBER OF HOURS: 30
SEMESTER: 1
INTERNATIONAL PROGRAMME: 4 ECTS
COURSE COORDINATOR + MAIL: Pierre d’Huy (pierre.dhuy@edhec.edu)
COURSE OBJECTIVES
Linking marketing and innovation is the new top discipline in business schools nowadays. This course will unleash
your creative skills by learning the last marketing and innovation techniques linked with clearly defined consumer
insights. Placing the customer at the very center is one of the key mantra of this duofold approach. Which explains
the name of this course: Customer Centered Marketing and Innovation. This course will describe in depth of the
ways to succeed on CCMI : using Design Thinking technique.
COURSE SPONSOR: DAMARTEX / Established in 1953, Damartex is one of the major European retailers for seniors
(55+ segment). Its channels of distribution are catalogues, websites, shops and BtoB wholesales, and its main
markets are France, the UK, Belgium, Germany and Switzerland.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand (knowledge-based
outcomes)
LO1: Understand the difference between a product driven marketing and a consumer centered marketing
approach.
LO2: Use “empathy” to stimulate insight seeking.
LO3: Apply Design Thinking as taught in Hasso Platner D-Schools of Stanford, Postdam University, and D-School
Paris Ecole des Ponts.
More specifically, participants should be able to (skill- and competency-based outcomes)
Build an innovation process to listen to the end consumer real desires
Refresh the old school classical way of doing marketing
PREREQUISITES
Four years of general business courses or Bac + 4 Business Administration, or degrees in Economics, Political
Science, Applied Social Sciences plus a robust knowledge and practice of basic marketing.
COURSE CONTENT
SESSION TOPIC
1 Introduction to Consumer Centered Marketing and Innovation course
Introduction of the class sponsor: Damartex Group
How to become an Insight seeker? Keynote speech from Damartex CEO or top exec
Launch of the Damartex Course Challenge
2 (online) Innovation and innovators types (4 films)
Exploration versus exploitation (5 films)
100 % Online course available on BB designed by EDHEC innovation chair
3 Brain, creativity and mirror neurons
Neuroscience update on the power of empathy
4 Design thinking
5 Half promo One day at Roubaix Damartex Headquarter and particularly Damartex
customer lounge (walking distance) Students will go for a half day session at Damartex.
The other half day they’ll have to write a short memo on a serie of Ted talk conference
and various university articles.
66 Half promo One day at Roubaix Damartex Headquarter and particularly Damartex
customer lounge (walking distance) Students will go for a half day session at Damartex.
The other half day they’ll have to write a short memo on a serie of Ted talk conference
and various university articles.
7 Guest on digital design thinking from a famous digital agency
Business case Study on mall project
8 Guest on rapid prototyping business
Business case on senior furnitures
9 Guests from Unilever on Insight marketing and innovation (if available a former student
of the MSc Marketing)
10 Final presentations - challenge Damartex - to top exec for the 8 finalist team selected on
executive summary
TEACHING & LEARNING METHODS
Lectures, class discussion, reading, case studies, movie excerpt, TED conference excerpt…
Several guest stars: MK director, design thinking specialist, FMCG top marketing executives …
ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Executive summary +
(possible bonus - max
1pt - for selected 30% continuous LO3
teams based on their
Group Oral
presentation
performance)
Written memo on Ted
conference 20% continuous LO1-LO3
Final Exam 50% 2h00 LO1, LO2, LO3
READING
Beckman, S. L., and Michael B. (2007). “Innovation as a Learning process: Embedding Design Thinking”. California
Management Review Vol 50. No.1.
Brown, T. (2008). “Design thinking”. Harvard Business Review. 86(6), pp. 84-92.
Clayton Christensen and allii, The Innovator’s DNA, HBR press 2011
Hill Linda, (2013) Collective Genius, HBR Press
Kelley Tom, David, (2013) Creative Confidence: Unleashing the Creative Potential Within Us All, Currency
Lockwood, T., and Thomas W., Ed. (2008).
Building Design Strategy: Using Design to Achieve Key Business Objectives. Chapter 12: Visual Thinking: A
Leadership Strategy. Pp 119- 129. Allworth Press, New York.
Lockwood, T. Ed. (2010) Design Thinking: Integrating Innovation, Customer Experience, and Brand Value. Foreword
by Thomas Lockwood. Pp. vii-xvii Allworth Press.
Martin, R. (2009). The Design of Business: why design thinking is the next competitive advantage. Chapter 1: The
Knowledge Funnel: How Discovery Takes Shape. Pp. 1-31. Harvard Business Press.
Mihaly Csikszentmihalyi : Creativity: The Psychology of Discovery and Invention, Harper’s Perrenial
Robert I. Sutton (2002) Weird Ideas that works, Free Press Edition
Human-Centered Design Toolkit (IDEO); https://www.ideo.com/post/design-kit
Design Thinking Boot Camp Bootleg (Stanford D-School); https://dschool.stanford.edu/resources/the-bootcamp-
bootleg
720_M2_LI_MKT_S1_CCO_4409: INTERNATIONAL MARKETING STRATEGY
NUMBER OF HOURS: 30
SEMESTER 1
INTERNATIONAL PROGRAMME - 4 ECTS
COURSE COORDINATOR: Dr. Alexandra Campbell, acampbell@schulich.yorku.ca
COURSE OBJECTIVES
This course examines how managers develop international marketing strategies in an increasingly complex global
environment. It builds on and reinforces students’ fundamental understanding of marketing in a global context.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand (knowledge-based
outcomes)
LO1: Factors increasing global market complexity and how these affect global firm marketing strategies in
both developed and developing economies
LO2: Segmentation, targeting and positioning in a global context
More specifically, participants should be able to (skill- and competency-based outcomes)
LO3: Evaluate foreign market opportunities
LO4: Provide a thoughtful analysis about when and how to standardize or adapt marketing programs in
different international markets
PREREQUISITE
N/A
COURSE CONTENT
SESSION TOPIC
1 International Marketing Strategy: Aligning Practice & Theory
2 Global Market Segmentation, Targeting and Positioning
3 Cultural Nuances & Implementation
4 TD: Evaluating Foreign Market Opportunities
5 Global Brand Management Part1: Managing Brand Meaning
6 TD: Global Brand Management Part 2: The Challenges of Adaptation vs Standardization
7 Market Entry and Distribution Strategies
8 TD: The Pitfalls and Opportunities of Global Pricing
9 TD: Global Marketing Communication Strategies
10 TD: Adapting vs Standardizing Global Marketing Strategies
TEACHING & LEARNING METHODS
This course is structured to provide an active learning environment in which students learn and apply concepts to
real-world business problems. During class, the emphasis will be on participation by all students. The course will
involve several different teaching and learning methods:
• In-Class lectures
• Case Studies and Readings
• Class Discussion
• Application Exercises
• Class Presentations
8ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Group Presentations 30 10 mins LO 1, 2, and 4
Small group Class 20 Maximum 5-8 LO 1
Discussions minutes presentation
and a 15 min class
discussion
Individual Take Home 50 Maximum 8 pages LO 3
exam (plus appendices
READING
“Profits at the Bottom of the Pyramid”, Simans and Duke, HBR Oct 2014 (Product # R1410G)
“Distance Still Matters”, Ghemawat (Product # R0108K)
“GlaxoSmithKline and AIDS Drugs in South Africa (a): The Right for lives and profit”. (Product #IMD446)
920_M2_LI_MKT_S1_CCO_4410: BRAND & COMMUNICATION MANAGEMENT
NUMBER OF HOURS: 30
SEMESTER: 1
INTERNATIONAL PROGRAMME: 4 ECTS
COURSE COORDINATOR + MAIL: Claude PECHEUX - claude.pecheux@edhec.edu
COURSE OBJECTIVES
Communication is one of the most visible marketing tool. In addition, communication is in a constant evolution. It
is therefore important for students specializing in marketing to learn about communication strategies &
implementation. In addition, nowadays, brands are omnipresent. Most companies communicate about brands
instead of products. Brand Management has become one of the most important key marketing mission. This class
mixes both aspects: brand management and the role of communication to achieve it.
LEARNING OUTCOMES
After having taken this course, participants are expected understand:
What is a brand and which are the concepts involved
The importance of brands and brand equity.
The importance of communication for companies & organizations
Identify communication tools and their integration
Identify hot issues related to nowadays communication related to brands
More specifically, participants should be able to:
Assess the brand equity of a specific brand.
Assess the communication of a brand
Propose an integrated marketing communication campaign for a brand
Balance digital versus non digital communication tools when dealing with brands
Measure communication effectiveness in brand equity
PREREQUISITES
None
COURSE CONTENT
SESSION TOPIC
1 CM: Introduction to Brands and Brand Management
2 TD: Case study
3 CM: Introduction to communication - Traditional versus non traditional tools
4 TD: Case study
5 CM: Brand equity and the role of communication in building it
6 TD: Case study
7 CM: Digital tools to communicate about brands
8 TD: Case study
9 CM: Brand growth, brand alliances, co-branding
10 TD: Case study
TEACHING & LEARNING METHODS
The course mixes in-class lectures; academic papers readings prior to class; case studies; and group work.
10ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Case studies 40% All
Final exam 60% 3H All
READING
No compulsory books.
Compulsory cases and papers will be delivered to the students during the sessions.
1120_M2_LI_MKT_S1_CCO_MKG_1133: MARKETING RESEARCH & METHODS - PART 1:
QUALITATIVE TECHNIQUES
NUMBER OF HOURS: 20
SEMESTER 1
INTERNATIONAL PROGRAMME - 3 ECTS
COURSE COORDINATOR: Dr. Guergana Guintcheva, guergana.guintcheva@edhec.edu
COURSE OBJECTIVES
Introduce methodological knowledge and skills concerning collection, analysis, and application of qualitative data
in marketing and consumer research;
Guide students with the master project (thesis or case) writing.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand (knowledge-based
outcomes)
Understand the objectives of marketing research at large
Understand when it is appropriate to use qualitative techniques (vs quantitative)
More specifically, participants should be able to (skill- and competency-based outcomes)
Design an interview guide and an observation protocol
Build a sample design with relevant criteria
Implement qualitative techniques to a specific research subject (data collection and analysis)
PREREQUISITES
None
COURSE CONTENT
SESSION TOPIC
1 Introduction & Research process
Library/Database search
2 Types of data
Sources of information
Primary vs secondary data
3 Marketing Research Round Table
4 Research question formulation
5 Case study methodology
6 Qualitative techniques (online)
7 Application exercice of qualitative techniques
8 Qualitative data analysis
Data interpretation
Managerial implications of data
9 Report writing
10 Poster session
TEACHING & LEARNING METHODS
The course mixes in-class lectures; case studies; paper readings; and group work.
12ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Intermediary document 80% homework All
Individual poster 20% 1H All
READING
Kozinets R. (2002). “The field behind the screen: using netnography for marketing research in online communities”,
Journal of Marketing Research, vol. 39, n° 1, pp. 61-72.
1320_M2_LI_MKT_S1_CCO_1135: MARKETING RESEARCH & METHODS -PART 2: QUANTITATIVE
TECHNIQUES
NUMBER OF HOURS: 20
SEMESTER 1
INTERNATIONAL PROGRAMME - 3 ECTS
COURSE COORDINATOR: Dr Sara Van der Maelen, sara.vandermaelen@edhec.edu
COURSE OBJECTIVES
The purpose of this course is to develop the analytical skills marketing managers need to understand the data-
driven world businesses operate in. This course also offers the building blocks for the master thesis/business case.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand
Know how to formulate a research question,
to develop the skills to address that research question
design and implement marketing surveys & gather data,
review descriptive statistics
apply quantitative techniques to correctly interpret and analyse those results.
More specifically, participants should be able to
Use SPSS
Make data-driven decisions
PREREQUISITES
Basic knowledge of statistics is a plus!
COURSE CONTENT
SESSION TOPIC
1 Introduction to the course & experimental design
2 Data cleaning, reporting & descriptive statistics
3 Linear & binary logistic regression
4 Intermediary exercises I
5 Comparing means & ANOVA
6 ANOVA & factorial designs
7 Intermediary exercises II
8 Course conclusion + integrative exercise
TEACHING & LEARNING METHODS
In each class, new techniques will be explained theoretically as well as with practical examples. Participants will
have to actively participate in class by solving exercises and completing assignments (in SPSS). The learning
methods used in this course are
in-class lectures,
case studies,
class discussions,
group work,
hands-on applications
14ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Intermediary 20% During 4th class Use SPSS to answer marketing
exercises I (group) research question
Intermediary 20% During 7th class Use SPSS to answer marketing
exercises II (group) research question
Exam 60% 3h Interpretation of SPSS output
(individual) Understanding statistical analyses
covered in class, theoretically as well
as in practice
READING
1520_M2_LI_MKT_S1_CCO_4412: SALES MANAGEMENT
NUMBER OF HOURS: 30h
SEMESTER: 1
INTERNATIONAL PROGRAMME: 4 ECTS
COURSE COORDINATOR + MAIL: Mohamad CHOUR - mohamad.chour@edhec.edu
COURSE OBJECTIVES
With the widespread competition on most of the markets, one of companies’ biggest challenges is to reach a win-
win compromise with customers. The main objective of this course is to introduce participants to the fundamentals
of negotiation and sales management, and to define the role of the seller and the buyer within a company.
Participants will come to learn effective sales negotiation techniques as key components of a company’s overall
marketing strategy and its long-term customers’ relationship efforts. This module will enable participants to
acquire sales management skills in multiple settings through concrete scenario-based case studies.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand:
o The process of selling, discovery of and alignment with customer’s needs (LO1)
o The various sales strategies (LO2)
o Tool-sets, processes, and best practice negotiation strategies (LO3)
o How to present products in order to maximize the likelihood of a positive outcome (LO4)
o How to uncover customers’ objections (LO5)
o How to establish and nurture stronger, more profitable and longer lasting buyer-seller relationships (LO6)
More specifically, participants should be able to:
o Increase personal influence, charisma and persuasive skills (LO7)
o Control the negotiating arena as a seller and a buyer (LO8)
o Create win-win scenarios resulting in mutually-beneficial deals (LO9)
PREREQUISITES
None
COURSE CONTENT
10 sessions of 3 hours each
SESSION TOPIC
CM 1 Introduction to Sales Management
TD 1 Project application and coaching - SEB Case Study
CM 2 Sales Process & Strategies
TD 2 Project application and coaching - SEB Case Study
CM 3 Argumentation, Objections and Closing techniques
TD 3 Project application and coaching - SEB Case Study
CM 4 Purchasing Techniques
TD 4 Project application and coaching - SEB Case Study
CM 5 Trade shows and Persuasive Presentation - Conclusion of the course
TD 5 Project application and coaching - SEB Case Study
TEACHING & LEARNING METHODS
Lectures, tutorials, real-life case studies, in-class discussions & videos
16ASSESSMENT METHODS
ASSESSMENT TYEE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Final Exam 50% 1h30 All LO
Final Project 50% - All LO
READING
In-class reading
1720_M2_LI_BM_S1_CCO_5642: IMPACT OF ARTIFICIAL INTELLIGENCE ON BUSINESS & SOCIETY
NUMBER OF HOURS: 15
SEMESTER: 1
INTERNATIONAL PROGRAMME: 2 ECTS
COURSE COORDINATOR: Michel PHILIPPART - michel.philippart@edhec.edu
COURSE OBJECTIVES
Artificial Intelligence is one of the most disruptive technologies emerging today. This course will form managers to
understand the impacts of AI, separate the vision from the practical application and structure transformative
initiatives.
LEARNING OUTCOMES
After having taken this course, participants are expected to:
Identify the potential of Artificial Intelligence (AI) from a managerial rather than a technical point of view
(LO1)
Understand the key concepts of AI (LO2)
Exercise critical thinking when assessing the potential of AI (LO3)
More specifically, participants should be able to
Assess the impact of AI on current industrial models (LO4)
Identify the ethical challenges and risks of incorporating AI in a corporate strategy (LO5)
Articulate recommendations to create value in specific industries (LO6)
PREREQUISITES
None.
COURSE CONTENT
SESSION TOPIC PREPARATORY WORK
1 (8h) Introduction to Artificial Intelligence None. Students must come to the
(Lecture, Inspirational Speech, Group work) course with a mean to access
Internet
2 (7h) Answers to contemporary topics in AI Lectures on Blackboard
(Presentation and evaluation of group contributions) Interviews, Group work
TEACHING & LEARNING METHODS
The course will use multiple instructive methods such as:
Lectures
Case Study
Class discussions
Peer coaching exercise
Self-learning exercises and self-assessment, peer presentation.
18ASSESSMENT METHODS
ASSESSMENT % OF THE DETAILS DURATION LEARNING
TOTAL OUTCOME
MARK EVALUATED
AI Case (in groups) 50% Analyze a current topic in AI based on In-class LO1, LO3, LO4, LO6
interviews and documentation presentation
Individual AI 30% Multiple choice quizzes Individual LO2
Assessment Peer review report
Individual 20% Each participant will have to Individually LO5, LO6
Quality of Peer assess 3 other groups and provide assigned
Evaluation a short feedback.
READINGS
Recommended readings will be posted on Blackboard.
1920_P0_LI_BM_S1_CCO_CCS_4499: SOCIO-CULTURAL FRANCE
NUMBER OF HOURS: 30
SEMESTER 1
INTERNATIONAL PROGRAMME - 7 ECTS
COURSE COORDINATOR: Martijn JUNGST (martijn.jungst@edhec.edu)
COURSE OBJECTIVES
In alignment with the shift from the former socialist president Francois Hollande to left-leaning fiscal conservative
president Emmanuel Macron, France is ready for a change. We ‘need a strong France with a sense of its own
destiny’ (Macron, 2017). To succeed in the French dynamic knowledge based business environment, individuals
need to understand the unique French socio-cultural environment. As a potential future French manager, you will
need to understand the French workers’ rights and draw the links between business and political ideals. Hence,
the primary objective of the course socio-cultural France is to develop the necessary skills to understand the
complexity of French business behaviours.
LEARNING OUTCOMES
After having taken this course, participants will be able to (knowledge-based outcomes)
Describe the historical events that determined contemporary French business (LO 1).
Analyze the dynamic and complex socio-cultural environment in which French business takes place (LO 2).
More specifically, participants should be able to (skill- and competency-based outcomes)
Conduct business within France (LO 3).
Discuss contemporary issues within France (LO 4).
PREREQUISITES
Three years of general business courses or Bac + 3 Business Administration.
COURSE CONTENT
SESSION TOPIC
1 The French Culture
2 Life in Contemporary France
3 The National Competitive Advantage of France
4 The Political Climate in France
5 France and the EU
6 Social Capital in France
7 Innovation in France
8 Leadership in France
9 Design Thinking in France
10 Country Consultant
TEACHING & LEARNING METHODS
The course will use a variety of teaching and learning methods: online lectures, online quizzes, in-class discussions,
groupwork, and presentations.
ASSESSMENT METHODS
ASSESSMENT % OF THE TOTAL DURATION LEARNING OUTCOME
MARK EVALUATED
In-class Participation 20% Continuous during the LO 1, LO 2
course.
20Country report 30% Presentation and hand-in LO 3, LO 4
report during the dast
session.
Final written exam (2h) 50% At the end of the term. LO 1, LO 2
READING
Matthew Moran (2011) Opposing Exclusion: The Political Significance of the Riots in French Suburbs (2005–2007),
Modern & Contemporary France, 19:3, 297-312.
Porter, M.E. (1990) The Competitive Advantage of Nation, Harvard Business Review, March-April.
Sairoff, A. (1999) Corporatism in 24 industrial democracies : meaning and measurement, European Journal of
Political Research, 36, 175 – 205.
Vivien Schmidt (2003) French capitalism transformed, yet still a third variety of capitalism, Economy and Society,
32:4, 526-554.
Vivien A. Schmidt (2006) Procedural democracy in the EU: the Europeanization of national and sectoral policy-
making processes, Journal of European Public Policy, 13:5, 670-691.
2120_M2_LI_BM_S1_CCO_FLE_1345: IC - FLE
NB HEURES : 30
SEMESTRE : 1
RESPONSABLE DU COURS : Lucie BENAGROUBA (lucie.benagrouba@edhec.edu)
OBJECTIFS DU COURS
Acquérir un niveau élémentaire à expérimenté en langue française tels que définis par le CECRL.
Pouvoir faire face aux situations quotidiennes de la vie académique, sociale ou professionnelle.
En partant d’une analyse du niveau de départ en Français, nous poursuivons ensemble le processus d’apprentissage
de la langue cible.
OBJECTIFS D’APPRENTISSAGE
Après avoir suivi ce cours, les participants devraient être capables de connaître ou de comprendre (résultats fondés
sur les connaissances) :
Les actes de communication quotidienne dans un contexte professionnel.
Présenter l’entreprise, son organisation, son activité, son marché, sa politique commerciale ainsi que sa situation
financière, ses résultats ; exprimer des quantités, indiquer l’évolution, faire des comparaisons, interpréter et
commenter des tableaux, des graphiques.
Parler du cadre et des conditions de travail : le poste de travail, les horaires, les salaires, les congés, les relations
avec les collègues, etc.
Connaître les principaux acteurs socio-économiques du monde du travail en France.
Découvrir les principales institutions et personnages-clés de la vie politique française et comprendre les relations
entre ces institutions.
Plus précisément, les participants devraient être capables de (résultats fondés sur les compétences) :
Exprimer des points de vue personnels sur des thèmes ayant trait aux études ou à des aspects sociaux et culturels.
Produire un texte narratif, informatif ou argumenté.
Rechercher un emploi, un stage : lire/rédiger une petite annonce, un CV, une lettre de candidature, mener/passer
un entretien d’embauche.
Acquérir les notions de base pour comprendre la vie sociale en France, les nouvelles tendances et les défis qui
attendent le monde du travail en France et dans le monde.
PRÉREQUIS
Niveau A1 à C1 du CECRL : le contenu des cours est décliné en différents groupes de niveaux.
CONTENU DU COURS
Niveau beginner
SESSION TOPIC
1 Parler de soi (1) / Se présenter
2 Parler de soi (2) / Les loisirs
3 Parler de soi (3) / Parler de son état physique
4 Acheter (1) / L’alimentation
5 Acheter (2) / Les vêtements
6 Acheter (3) / A la banque
7 Se repérer dans le temps / la date et l’heure
8 Se repérer dans l’espace / La géographie en France et les directions
22Niveau elementary
SESSION TOPIC
1 Test de placement / Présentation des étudiants, présentation du cours, des outils et des
modalités d’évaluation
2 Comprendre le monde du travail en France (1)/ Moi et mon environnement immédiat
3 Comprendre le monde du travail en France (2)/ Parler de son projet de carrière
4 Comprendre le monde du travail en France (3)/ le courrier électronique en entreprise
5 Communication orale (1) / Echanger dans les commerces, avec les banques,
6 Communication orale (2) / Organiser un voyage.
7 Communication orale (3) Présenter une personnalité
8 A la découverte de la France / La répartition des zones d’activité sur le territoire
Niveau intermediate
SESSION TOPIC
1 Test de placement.
Présentation des étudiants, présentation du cours, des outils et des modalités d’évaluation
2 La Pub (1) / Analyse d’images, vocabulaire de la photographie et du cinéma.
3 La Pub (2) / Présenter une publicité de son pays
4 La Pub (3) / les expressions idiomatiques et les jeux de mots
5 La ville (1) / Le vocabulaire urbain
6 La ville (2) / Décrire un changement
7 La ville (3) / Les marqueurs temporels
8 L’Art et la Culture (2) / Exprimer ses goûts et ses émotions
Niveau Advanced
SESSION TOPIC
1 Test de placement.
Présentation des étudiants, présentation du cours, des outils et des modalités d’évaluation
2 Les marques et le marketing (1) / la notion de genre dans la publicité
Commenter, citer, expliquer
3 Les marques et le marketing (2) / Reportage sur Jean Paul Goude
4 Les marques et le marketing (3) / La créativité dans le marketing
5 Le monde du travail (1) / cv et lettre de motivation, préparation de simulation d’entretiens
d’embauche. La nominalisation
6 Le monde du travail (2) / Mini-projet : à la rencontre d’un professionnel
7 Le monde du travail (3) / Avantages et inconvénients du télétravail
8 Thème au choix En fonction des attentes des apprenants (1)
MÉTHODES PÉDAGOGIQUES
Pédagogie de la tâche, telle que définie par le CECRL.
Documents authentiques extraits d’articles, chansons, documents audiovisuels d’actualité ou de fiction.
• Activités issues des méthodes Rond-Point (éd. maison des langues), Tout va Bien (Clé International) et
Echo (Clé International).
• Sites web.
• Documents multimédias disponibles sur le blog : https://pro2fle.wordpress.com/ , Kahoot, Padlet
• Approche inductive de la grammaire (exemples en situation puis identification et théorisation par
l’apprenant).
• Exercices en situation : jeux de rôles plus ou moins dirigés, débats, simulations de réunions.
• Alternance de travail individuel et travail en groupe.
23MÉTHODES D’ÉVALUATION
ÉVALUATION TYPE % DU TOTAL DE LA DURÉE OBJECTIF D’APPRENTISSAGE ÉVALUÉ
NOTE
Contrôle Continu 100 %,
constitué de :
Evaluation des Capacité linguistique complète en
compétences variable fonction du niveau et des savoirs et
étudiées (80%), savoir-faire abordés en cours
Respecter des deadlines
Travailler en groupe,
participation (20 %) Savoir-apprendre
LECTURE
2420_M2_LI_MKT_S2_SEM_MGT_1190: STRATEGIC LEADERSHIP
NUMBER OF HOURS: 15
SEMESTER: 2
INTERNATIONAL PROGRAMME: 2 ECTS
COURSE COORDINATOR + MAIL: Inge De Clippeleer - inge.declippeleer@edhec.edu
COURSE OBJECTIVES
Because the students will soon have the opportunity to manage teams and projects, this course familiarizes them
with the study and the practice of leadership, i.e., the art and science of influencing and motivating people.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand (knowledge-based
outcomes)
Understand what leadership and leadership development are (LO1)
Build on a rigorous methodology and authoritative models to study leadership cases and make professional
recommendations (LO2)
More specifically, participants should be able to
Describe their personal leadership style and have a clear idea of what they should do to develop their personal
leadership within their future professional context (LO3)
Demonstrate leadership and charisma in situation (LO4)
PREREQUISITES
None.
COURSE CONTENT
SESSION TOPIC
4h Exemplary leadership
6h Leadership skills development, peer coaching, communicating a vision
5h Leadership cases and paradoxical leadership in context
TEACHING & LEARNING METHODS
Lectures; Case Study; Class discussions; Peer coaching; Self-learning exercises and self-assessment; Speech
exercise.
ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME
MARK EVALUATED
Leadership case 40% Group presentation LO1 & LO2
(15 min)
Leadership speech 30% Group analysis LO4
Individual leadership 30% Individual paper LO3
assessment
READING
Recommended readings will be posted on Blackboard.
2520_M2_LI_MKT_S2_SEM_5842: CUSTOMER & DATA ANALYTICS
NUMBER OF HOURS: 15
SEMESTER 2
INTERNATIONAL PROGRAMME - 1 ECTS
COURSE COORDINATOR: Dr. Denis Rochat, denis.rochat@yahoo.com
COURSE OBJECTIVES
The purpose of this course is to get an overview of panel data techniques and how they can be leveraged from a
business perspective. Panel data are core to pilot a business and have three major sources: retailers, consumers
and media (traditional and online). The combination of these data enables manufacturers/advertisers’ marketing
and brand managers to get a powerful competitive view of their performance and define strategies to improve.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand (knowledge-based
outcomes)
Understand the methodology and techniques at the source of (retail, consumer and media) panel data
Understand the specificities and specific usage of each kind of panel data
Understand how to use, interpret and leverage panel data
More specifically, participants should be able to (skill- and competency-based outcomes)
Analyze large sets of panel data
Make business recommendations based on outcomes of panel data analyses to improve business
performance
PREREQUISITES
None
COURSE CONTENT
SESSION TOPIC
1 Definition and methodology of a retailer panel: terminology & facts definitions; data
analysis & interpretation; usage in enterprise; introduction of case studies
2 Case studies: competitive overview of a category, analysis of a brand's growth levers
3 Definition and methodology of a consumer panel: terminology & facts definitions; data
analysis & interpretation; usage in enterprise; introduction of case studies
4 Case studies: identification of a brand's consumer profile, choice of targeted marketing
actions
5 The media ecosystem; methodology of traditional media audience measurement
techniques; terminology & facts definitions; data analysis & interpretation
6 Methodologies and challenges of online audience measurement techniques; terminology &
facts definitions; data analysis & interpretation; the challenge of the integration into a total
audience measurement
TEACHING & LEARNING METHODS
The course mixes in-class lectures and group works (case studies)
26ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Examination 60% 2hrs Understand the methodology and use of panel
(Individual work) data + ability to analyse different sets of panel
data
Presentation 40% - Case studies: ability to analyse different sets of
(Project/Group work) panel data
READING
Suggested readings:
https://www.slideshare.net/VidhyaLakshmi3/consumer-panel-data-analysis
https://www.slideshare.net/imediaconnection/panel-discussion-how-retailers-consumer-product-brands-are-
collaborating-to-drive-business-results-with-audience-data
https://www.ibc.org/consumption/gauging-success-the-evolution-of-audience-measurement/2550.article
Saint Martin, T. and J.M. Decaudin, (2013). Les Panels, Pearson, Paris
2720_M2_LI_MKT_S2_CCO_4413: LUXURY STRATEGY & INNOVATION
NUMBER OF HOURS: 30
SEMESTER 2
INTERNATIONAL PROGRAMME - 4 ECTS
COURSE COORDINATOR: Prof. Michael Antioco, michael.antioco@edhec.edu
COURSE OBJECTIVES
Reaching a common definition of luxury and luxury branding
Raise awareness to the specificities of doing business in the luxury sector and managing luxury brands:
develop participants’ “luxury thinking”
Expose and debate luxury business models to sustain luxury brands
Identify the main challenges facing luxury brands and assess the macro trends in the industry to encourage
participants to manage luxury innovation respecting luxury branding principles and cultural specificities
Present the various segmentation grids - and their evolution - used in the industry
Raise awareness to marketing research in the field of luxury branding
Provide a selected luxury brand with ideas for innovation by implementing course material from course
slides, personal readings, press articles, and academic papers
Enable participants to bridge luxury strategy & innovation with their knowledge of global luxury operations
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand:
Respect the fundamental principles of luxury branding – LO1
Manage luxury brand/line extensions for economic viability – LO2
Stay aware of the importance of life-long learning – LO3
Map the different routes to innovation in the luxury sector – LO4
More specifically, participants should be able to:
Identify new opportunities for brands in the luxury sector – LO5
Assess the long-term viability of luxury business models – LO6
Present an innovation pitch in a convincing manner – LO7
PREREQUISITES
Marketing Management course or equivalent.
COURSE CONTENT*
SESSION TOPIC
1 Defining luxury, Presenting the Industry, Luxury vs. Premium, Presentation of the Business
Case
2 Innovation grid & examples, Luxury sector and Macro Environment
3 Strategic Particularities of the luxury Maison/firm
4 Working session to implement class material to the business case
5 Luxury Business Models
6 Special focus on China: 20 years of academic and practical research
7 Presentation of existing luxury segmentation grids
8 Coaching session: Feedback on group assignments advancement
9 Innovation & your brand: guidelines
10 Group presentation of their innovation
28*: Course content is subject to slight changes
**: The number of groups may be adapted based on student registration for this class.
TEACHING & LEARNING METHODS
This course aims at stimulating thinking, practical and interpersonal skills. Participants will learn about luxury
marketing with the following teaching methods:
Lectures with presentations based on conceptual insights and real-life business examples as well as in-class
discussions
Lectures with brief presentations of current marketing research relevant to luxury marketing management
practices
Group presentations of relevant academic research in the field of luxury marketing
Real business case (Innovation for a luxury brand)
ASSESSMENT METHODS
ASSESSMENT NATURE % OF DETAILS DURATION LEARNING
THE OUTCOME
TOTAL EVALUATED
MARK
Academic Paper Presentation 35% Academic 20 minutes LO3, LO7
presentation – Paper
Group + Individual Presentation
Grade based on
presentation clarity,
style, logic
Group Assignment – Assignment – 50% Business PPT document (40 LO1, LO2,
Group Grade Based written & Case slides maximum) + In- LO4, LO5,
on report presentation class presentation in LO6
Closing session
(timing will be shared
in class depending on
the number of
groups)
Participation – In-Class 15% Extent to All semester LO3
Individual Grade participation which
participants
contribute
to the
debate and
share new
insights
READING
Information about academic readings will be provided in class and posted on Blackboard every week
2920_M2_LI_MKT_S2_CCO_4414: GLOBAL LUXURY OPERATIONS
NUMBER OF HOURS: 30
SEMESTER 2
INTERNATIONAL PROGRAMME - 4 ECTS
COURSE COORDINATOR: Dr. Marie-Cécile Cervellon, marie-cecile.cervellon@edhec.edu
COURSE OBJECTIVES
Luxury retailing and operations has changed significantly over the last decade; as an indicator of this change, many
luxury houses follow strategies of vertical integration backward and/or forward. A variety of factors in both mature
and emerging markets have converged to lead to this situation and make arguably retail and operations increasingly
a focus of luxury brand development.
In line with these developments, the course will enable students to learn how retail and operational elements
support global luxury branding strategies. In addition, through participation to L’Oreal Brandstorm, students will
apply their knowledge to the perfume and cosmetics sector.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to (knowledge-based outcomes)
Demonstrate an understanding of the complexity and specificities of the luxury industry operations, in
particular regarding luxury retailing (LO1)
Develop and implement a multi-channel strategy which respects the codes of luxury and the brand identity
(LO2)
Build a brand management strategy for a global brand (L’Oreal group) taking into account a global context
whilst considering the cultural dimensions (LO3)
More specifically, participants should be able to (skill- and competency-based outcomes)
Engage in creative thinking and problem solving through cases and immersion in a business situation within
a global context (LO4)
Work on a collaborative project with a team spirit to win a competition (LO5)
PREREQUISITES
Brand and Communication Management Course
COURSE CONTENT
SESSION TOPIC
Session 1 Introduction – Global Operations in Context
Session 2 Business game – L’Oreal - Brief
Session 3 Wholesale, retail ; travel retail
Session 4 Business game – L’Oreal
Session 5 e-commerce and online
Session 6 Business game – L’Oreal
Session 7 Sustainable luxury
Session 8 Business game – L’Oreal
Session 9 Dealing with International clientele
Session 10 Business game – Finals
TEACHING & LEARNING METHODS
This course is taught through a combination of readings, lectures, case studies, discussions, and individual and
team exercise. Teaching methodology emphasizes a practical approach and real-world applications, as well as a
focus on best business and industry practices. The L’Oreal brandstorm challenge offers a near-to-professional
experience in International Marketing through taking the role of an International Marketing Hub Director at
L’OREAL.
30ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Individual 50% LO1, LO2, LO4
Assessment
Business Game 50% LO3, LO4, LO5
READING
A list of compulsory readings (most recent cases and academic articles) will be given during the first session
3120_M2_LI_MKT_S2_CCO_4415: CRM FOR LUXURY AND FASHION
NUMBER OF HOURS: 30
SEMESTER: S2
INTERNATIONAL PROGRAMME: 4 ECTS
COURSE COORDINATOR + MAIL: prof. dr. Arne De Keyser – arne.dekeyser@edhec.edu
COURSE OBJECTIVES
In this course, you will learn strategies for customer management. In recent years, a fundamental shift has occurred
in marketing from managing and marketing products to understanding and managing customers. This necessitates
an understanding of the customer management process and the value of customers to the firm – the firm’s
customer equity. In this course, students will gain a solid understanding of customer relationship management,
including both strategic and analytic approaches. The course will provide students with tools that are critical in
today’s business environment, as leading firms focus their marketing efforts on understanding the value of their
customers and developing and growing profitable customer relationships. The course will also teach skills related
to customer selection and acquisition, customer retention, customer win-back, and customer experience
management. Additionally, as firms seek to make their marketing investments financially accountable, students
will also gain an initial understanding of the link between marketing and finance.
LEARNING OUTCOMES
After having taken this course, participants will be able to:
understand the fundamentals of customer management strategies (LO1)
analyze and develop customer management strategies (LO2)
assess the worth of customers (LO3)
PREREQUISITES
Basic knowledge of Excel
COURSE CONTENT
SESSION TOPIC
1 Intro to CRM, Customer Centricity
2 Measuring Customer Value: RFM, Customer Engagement Value (CEV), Customer Lifetime
Value (CLV)
3 Customer Acquisition Strategies, Dealing with Defected Customers, Dealing with
Unprofitable Customers
4 Customer Retention Strategies, Loyalty Programs
5 Business Intelligence & Data Visualization with Tableau
6 Business Intelligence & Data Visualization with Tableau
7 Preparation Final Presentations
8 Customer Experience, Customer Journey Design, Dealing with Web/Showrooming,
Dealing with Product Returns
9 Customization/Personalization, Dealing with Algorithms, Measuring CRM Performance,
Privacy & Ethical Considerations in CRM
10 Final Presentations
TEACHING & LEARNING METHODS
Lectures, class discussions, case studies, hands-on applications & presentations
You are enrolled as a co-creator! Hence, advanced preparation and active participation are expected throughout
the course. Every student is responsible for preparing each class by reading the assigned cases and readings.
More information on the expectations will be given on a weekly basis.
32Readings and Interactive Lectures: While preparing for each class, you should be familiar with each reading, and
should come to class prepared to discuss the readings and to comment upon them. You will also be expected and
encouraged to participate in class discussions during my interactive lectures, and you are encouraged to bring in
and discuss current examples of customer management.
Cases: While preparing for each case discussion, you should be very familiar with the case, and where appropriate,
should take on the role of a consultant to the person or organization identified in the case. You should come to
class having completed all key analyses and prepared to discuss what actions or strategies you suggest given the
case situation and why.
Preparation and participation are a critical element of the course. Your participation grade is based on the quality
of your comments, and not just on quantity. That said, it is also critical to contribute a significant quantity of quality
comments. It is crucial to attend all classes, especially given the discussion-based nature of the course—missed
classes will negatively impact your class participation/co-creation grade. Attending regularly, but not speaking up
regularly, typically results in a grade of “8-10/20” for class participation. It is not my responsibility to cold call you;
it is your responsibility to seek out opportunities to contribute to the class.
No cellphones in the classroom
No computer or tablet (expect when requested)
ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME
MARK EVALUATED
Individual Class Participation 15% Ongoing LO1
LO2
Individual CLV Assignment* 5% No Duration – due in LO3
week 4
Group Assignment Tableau 15% 3h LO2
LO3
Group Assignment + 15% 10min/group LO1
Presentation LO2
Final Exam 50% 3h LO1
LO2
LO3
* Individual CLV Assignment. Each individual student will complete a customer lifetime value assignment. You
may work with others on the assignment, but each person must hand in his/her own assignment. You will have the
opportunity to re-do the assignment to correct any errors made the first time around. To gain credit on this
assignment re-done assignments must be resubmitted by the announced date.
READING
Compulsory:
A detailed list of readings will be provided on BlackBoard before every session.
There is no required textbook. The final exam will be based on the course slides and the readings posted on
BlackBoard.
Recommended:
Customer Relationship Management – Concepts, Strategy, and Tools, 2nd Edition, V. Kumar & Werner Reinartz,
Springer (available through the library – also in e-format)
3320_M2_LI_MKT_S2_CCO_4416: DIGITAL MARKETING FOR LUXURY
NUMBER OF HOURS: 30
SEMESTER 2
INTERNATIONAL PROGRAMME - 4 ECTS
COURSE COORDINATOR: Dr. Sara Van der Maelen, sara.vandermaelen@edhec.edu
COURSE OBJECTIVES
The purpose of this course is to develop the digital skills marketing managers need to understand the data-driven
world businesses operate in.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand (knowledge-based
outcomes)
Search engine optimization
Online advertising
Social media marketing
More specifically, participants should be able to (skill- and competency-based outcomes)
Website analytics
Calculate digital efforts & KPI’s
Understand & use the different digital marketing tools: Google Analytics, SEO
PREREQUISITES
COURSE CONTENT
SESSION TOPIC
1 Course outline / Introduction to SEO
2 Search engine optimization: discovering the mechanisms behind the search engine
algorithm
3 Search engine optimization: analytics
4 SEO assignment
5 Search engine advertising & social media advertising
6 Social media marketing
7 Digital marketing challenge
8 Google Analytics I: intro to the tool & fundamentals
9 Google Analytics II: Integrative exercise
10 Group presentations & course wrap up
TEACHING & LEARNING METHODS
in-class lectures,
case studies,
class discussions,
group work,
hands-on applications/ presentations
34ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Exam (+Google Ads) 50%
Google Analytics 5%
Digital marketing 25%
challenge
SEO assignment 15%
In-class participation 5%
READING
Will be announced in class
3520_M2_LI_MKT_S2_CCO_5879: INDUSTRY IMMERSION
NUMBER OF HOURS: 15
SEMESTER: 2
INTERNATIONAL PROGRAMME: 1 ECTS
COURSE COORDINATOR + MAIL: Marie-Cécile CERVELLON (marie-cecile.cervellon@edhec.edu) & Marie-Catherine MARS
(marie-catherine.mars@edhec.edu)
COURSE OBJECTIVES
The objective of the course is to immerse students in the luxury & fashion industry through field visits or online
seminars to understand the value chain, from raw materials to finished products, in a definite sector of the industry.
LEARNING OUTCOMES
After having taken this course, participants will be able to/are expected to know or understand (knowledge-based
outcomes)
Understand the issues and major challenges from the luxury & fashion field (LO1);
Apply marketing techniques on management of luxury & fashion products or services (LO2);
More specifically, participants should be able to (skill- and competency-based outcomes)
Argue on the creation of value from raw material supply to retail in a sector, with objective gaining a
competitive advantage (LO3)
Develop an awareness about a sector in the luxury and fashion industry (LO4)
PREREQUISITES
None
COURSE CONTENT
SESSION TOPIC
Session 1 Introduction and roadmap
Session 2 Field visit (offline or online)
Session 3 Introspection/analysis I
Session 4 Introspection/analysis II
Session 5 Proactive analysis
The course mixes field visits, master classes, case studies and group work
ASSESSMENT METHODS
ASSESSMENT TYPE % OF THE TOTAL DURATION LEARNING OUTCOME EVALUATED
MARK
Individual 100% Continuous LO1-4
READING
Readings on the sector distributed before the industry immersion
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