bba inseec - ece bordeaux - uni-marburg.de · international marketing program (full english)...

Annex 2 - Undergraduate Exchange Programs 2016-2017 _ BBA INSEEC ECE Bordeaux Courses Outlines

BBA INSEEC - ECE Bordeaux EXCHANGE PROGRAMS FALL 2016 / 2017 INTERNATIONAL MARKETING PROGRAM (FULL ENGLISH) BUSINESS MANAGEMENT PROGRAM 3A-1/2 (FR-EN) SPRING 2016 / 2017 INTERNATIONAL BUSINESS PROGRAM (FULL ENGLISH) BUSINESS MANAGEMENT PROGRAM 3A-1/2 (FR-EN)


EXCHANGE PROGRAM INTERNATIONAL MARKETING PROGRAM (FULL ENGLISH) FALL 2016 / 2017

Courses Language Contact

Hours ECTS Credits

International Business Competencies and Methods 21 ECTS

LUXURY MARKETING

PACKAGING

DIGITAL MARKETING

MARKETING STUDIES

BRAND MANAGEMENT

CORPORATE COMMUNICATION

CORPORATE FINANCE/GLOBAL ASSET MANAGEMENT

EN

18

18

18

18

18

18

18

3 ECTS

3 ECTS

3 ECTS

3 ECTS

3 ECTS

3 ECTS

3 ECTS

International Management and Personal Skills 9 ECTS

INTRODUCTION TO CORPORATE STRATEGY I

SUPPLY CHAIN MANAGEMENT

BUSINESS GAME FIRSTRAT

EN

18

18

-

3 ECTS

3 ECTS

3 ECTS

Total 30 ECTS

Optional course(s)

FRENCH FOR FOREIGNERS

BELCO Alliance Course:

CULTURAL COMMUNICATION AND UNDERSTANDING

FR/ EN

EN

18

27

3 ECTS

5 ECTS


International Business Competencies and Methods LUXURY MARKETING

PACKAGING

DIGITAL MARKETING

MARKETING STUDIES

BRAND MANAGEMENT



21 ECTS

COURSE TITLE:

LUXURY MARKETING

LEARNING OBJECTIVES/ OUTCOMES: To sharpen students’ understanding and analysis of the consumer and to help them develop their critical thinking skills – this being a vital quality to support clear and relevant ideas in the marketing world

COURSE OVERVIEW: Luxury, an essential need of the human being Luxury through the history of human cultures Industrial Revolution : establishment of new values Particularities of luxury brands and products The big groups and their luxury brands Luxury products and their specific aspects Communication in luxury (object & mental space in one / facts, fiction & fantasy) The Global Economic Crisis: strategies of luxury brands to survive Emerging markets: How to communicate luxury to a foreign country

ASSESSMENT: Continuous assessment and final exam

LITERATURE / WEBSITE: Thierry Paquot : Eloge du luxe – de l’utilité à l’inutilité, Edition Bourin 2005 Jean Castarède : Le luxe, que sais-je ?, Edition PUF 2007 Jean Castarède : Luxe et civilisations – Histoire mondiale, Edition Eyrolles 2009 Jean Castarède : Histoire du luxe en France des origines à nos jours, Eyrolles 2006 Jean Castarède : Histoire mondiale du luxe, Eyrolles 2006 Michel Chevalier et Gérard Mazzalo : Management et Marketing du Luxe, Dunod 2008 Dana Thomas : Luxe & Co, comment les marques ont tué le luxe, Les Arènes 2008

COURSE TITLE:

PACKAGING

LEARNING OBJECTIVES/ OUTCOMES: To

COURSE OVERVIEW:


LITERATURE / WEBSITE:


COURSE TITLE:

DIGITAL MARKETING

LEARNING OBJECTIVES/ OUTCOMES: Make it clear that digital marketing is not a separate activity for dedicated people but a place where everything is happening now. Based on that, the objective will be to understand how digital has to be integrated into a global marketing strategy or a communication strategy.

COURSE OVERVIEW: What is digital marketing ? The website Search Content marketing Email marketing Social marketing Online reputation management Digital revolution in medias Stationary and mobile internet : the big turn New trends


LITERATURE / WEBSITE: Understanding Digital Marketing, Kogan Page Ltd; 2nd Revised edition (3 mars 2012), Damian Ryan and Calvin Jones

COURSE TITLE:

MARKETING STUDIES

LEARNING OBJECTIVES/ OUTCOMES: Define the problem in marketing studies: iterations between environmental context of the problem, marketing decision problem and marketing research problem. - Develop an approach to the problem: identify factors that influence research design. - Develop research design : establish a study design that will either test the hypotheses of interest or determine possible answers to set research questions, and ultimately provide the information needed for decision making - Collect the required data: relationships between stages of data collection, starting at Secondary data collection and analysis through Quantitative research or Qualitative research. - Prepare data and analyze : editing, coding ,transcription and verification of data; and analysis through Quantitative research or Qualitative research - Prepare and Present report : to be presented in a comprehensible format so that they can be readily used in the decision-making process

COURSE OVERVIEW: Brainstorming exercise on marketing studies key words and concepts I Introduction to marketing studies Defining the marketing research problem and developing a research approach

Research design Measurement and scaling Questionnaire design Sampling. Classification of sampling techniques Survey fieldwork and data collection Data preparation : nature and scope Data Analysis Report preparation and presentation International marketing studies Business-to-business (b2b) marketing studies Implications of the differences between business and consumer purchases



LITERATURE / WEBSITE: Jolibert, A., Jourdan, P., Marketing Research, Dunod 2004 Evrard, Y., Pras, B., Roux, E., Market : Etudes et recherches en marketing, Dunod, 2003 Vernette, E., Filser, M., Giannelloni, JL., Etudes marketing appliquées, Dunod, 2008 McDaniel Jr, C., Gates, R., Marketing Research, Wiley, 2011 AFM, http://www.afm-marketing.org/

COURSE TITLE:

BRAND MANAGEMENT

LEARNING OBJECTIVES/ OUTCOMES: To provide Brand management theory "on the ground", in visiting different stores in Bordeaux.

COURSE OVERVIEW: The theory of Brand Management: it will “guide”/ help the students during the visits. I also explain the ins and outs of a methodology they often do not know: ethnomarketing. The objective is actually twofold. Small groups are formed (maximum three or four students per group) and the visits begin. The brands and the store are carefully chosen by the teacher (the strategy, etc ...). Students must observe the behavior of vendors, consumers, the design of the store, colors, light…. Students choose five brands among those that were visited. They pursue the study of these brands (on the Internet this time).


LITERATURE / WEBSITE: The New Strategic Brand Management: Advanced Insights and Strategic Thinking by Jean-Noel Kapferer (Feb 15, 2012)

COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: This course aims to provide students with an introduction to the functions and sub-functions of corporate communication. Theories and methods will be explored to understand how to create a strategic communication action. Courses will be based on lectures, case studies and exercises. The course begins by examining the evolution of the business environment, which has prompted changes in the way organizations communicate and consequently, increased Corporate Communication’s pivotal role in corporate strategy. Particular emphasis will be applied to understanding the concepts of identity, image and reputation management. Subsequent classes will be dedicated to thorough examination of corporate communication subfunctions. Students should come away with a clear understanding of how to strategically communicate in any of the sub-functions we have studied in class.

COURSE OVERVIEW: The Evolution of Business: Review of attitudes towards business for the past century Overview of Corporate Communication Functions Communicating Strategically Identity, Image & Reputation Corporate Ad analysis assignment Corporate Social Responsibility Media Relations Internal Communications Investor Relations Government Relations Crisis Communication Bringing it all together




Corporate Communication 5th edition, Argenti, Paul, McGraw-Hill International Approval rating for Justices hits Just 44% in New Poll, NYTimes June 8, 2012, Adam Liptak, Allison Kopick Distaste for Health Care Law Reflects Spending on Ads, NYTimes, June 21, 2012, Abby Goodnough A PARTNERSHIP FOR DEMOCRACY AND SHARED PROSPERITY WITH THE SOUTHERN MEDITERRANEAN, Brussels, 8.3.2011, European Commission.

COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: To

COURSE OVERVIEW:




International Management and Personal Skills INTRODUCTION TO CORPORATE STRATEGY I


BUSINESS GAME FIRSTRAT

9 ECTS

COURSE TITLE:

INTRODUCTION TO CORPORATE STRATEGY I

LEARNING OBJECTIVES/ OUTCOMES: Proven ability to evaluate a corporate or industry sector using concepts and tools used in strategic management.

COURSE OVERVIEW: Introduction to course objectives and assessment Required text: Fundamentals of strategy: Johnson, Whittington & Scholes Ch The Environment (chapter 2): de-brief case examples and illustrations Strategic Capabilities (chapter 3): de-brief case examples and illustrations Strategic Purpose (chapter 4): de-brief case examples and illustrations Business Strategy (chapter 5): de-brief case examples and illustrations The Environment (chapter 6): de-brief case examples and illustrations Case study presentations International Strategy (chapter 7): de-brief case examples and illustrations Innovation Strategies (chapter 8): de-brief case examples and illustrations Mergers, Acquisitions & Alliances (chapter 9): de-brief case examples and illustrations Strategy in Action (chapter 10): de-brief case examples and illustrations


LITERATURE / WEBSITE: Fundamentals of Strategy: Johnson, Scholes & Whittington

COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: To introduce students into the field of Supply Chain Management. To define and explain how different supply chain stages interact. To determine the objectives of Supply Chain managers. To describe how Strategic Fit and Scope are achieved in a Supply Chain. To show different distribution options and explain when it is appropriate to use one or another distribution scheme. Finally, to give the fundamental knowledge about sourcing and the logistical drivers of a Supply Chain - facilities, inventory, and transportation.

COURSE OVERVIEW: Understanding the Supply Chain Supply Chain Peformance: Achieving Strategic Fit and Scope Supply Chain Drivers and Metrics Designing Distribution Networks and Applications to Online Sales Network Design in the Supply Chain Inventory Management in a Supply Chain Transportation in a Supply Chain Sourcing in a Supply Chain

ASSESSMENT: Continuous assessment (tests) and final exam

LITERATURE / WEBSITE: S. Chopra, P. Meindl, Supply Chain Management: Strategy, Planning and Operation, 5th Edition, Pearson, 2013. Introduction to Materials Management, 7th edition, J.R. Arnold, S.N. Chapman, L.M. Clive (Eds.), Pearson, 2011.


COURSE TITLE:

BUSINESS GAME

LEARNING OBJECTIVES/ OUTCOMES: Understand the functions of the different departments (marketing, production, finance, sales ...) and grasp a global approach of a company. Students will be able to read and elaborate: an income statement, a statement of cash flows, and a balance sheet.

COURSE OVERVIEW: We use a Business Game. Each group of students will be at the head of a company they will manage for 12 months. Each decision represents one month of the life of the company.

Presentation of the simulator and of the case study Introducing the ECE educational platform Decisions on the simulator

- calculation

#03 + Loans: explanation and calculation

- -

ecision month #07 + Prepare your Tax Bundle Statement

11 + Explanation of the General Assembly Meeting of the Shareholders


LITERATURE / WEBSITE: https://pedago.campusonline.me/ http://www.stratelogic.net/


Optional Courses FRENCH FOR FOREIGNERS

CULTURAL COMMUNICATION AND UNDERSTANDING

3 ECTS

5 ECTS

COURSE TITLE:

FRENCH (Beginner level)

LEARNING OBJECTIVES/ OUTCOMES: Learning the basics in French, in order to react in simple everyday situations. The course focuses on the development of oral skills, while studying the French culture, way of life, and civilization. Students work together during class to understand documents, answer questions, discuss findings and practice what is being learnt.

COURSE OVERVIEW: What do you know about French/France? Meeting someone and introducing oneself Discovering Bordeaux Understanding a brochure, an advertisement, a cultural program Talking about oneself In a café Planning a trip in the southwest of France Going shopping for the right swimsuit


LITERATURE / WEBSITE: This course is based on authentic documents: tv extracts, advertisements, maps, city’s exhibition programs and so on. Every document comes with a work sheet divided in three parts : debriefing together and understanding the document / extracting and learning one or several linguistic points from the document (grammar, vocabulary…) / using acquired notions in real life situations Some lessons or exercices are extracted from textbooks : Vite et Bien, Clé International / La grammaire progressive du français niveau débutant, Clé international

COURSE TITLE:

FRENCH (Advanced level)

LEARNING OBJECTIVES/ OUTCOMES: This course is for students who have already acquired the basics in French. It aims at developing both oral and written communication skills regarding a variety of subjects. From the next French president’s speech to a role-play on the moon, the course combines debates, grammar lessons, exercises, discussions and oral and written comprehension, to provide students with knowledge on French culture and language.

COURSE OVERVIEW: What do you know about French/France? Welcome to France Discovering Bordeaux Getting to know the French press French and European politics The best job in the world Role-paly: you are going to the moon Today and tomorrow’s technology: where do we stand?


LITERATURE / WEBSITE: idem


EXCHANGE PROGRAMME

BUSINESS MANAGEMENT PROGRAM 3A-1/2 (FR-EN) FALL & SPRING 2016 / 2017


Hours ECTS Credits


APPROACH TO FOREIGN MARKETS

INTERNATIONAL MARKETING

INTERNET MARKETING

STRATEGIC MARKETING

DIAGNOSTIC FINANCIER

MARCHES ET FINANCEMENTS INTERNATIONAUX

POLITIQUE ET CHOIX D'INVESTISSEMENT

EN

EN

EN

EN

FR

FR

FR

9

18

9

18

18

18

18

1 ECTS

3 ECTS

1 ECTS

3 ECTS

3 ECTS

3 ECTS

3 ECTS


HUMAN RESSOURCES MANAGEMENT

CORPORATE STRATEGY II

MANAGEMENT DE L’INNOVATION

TECHNIQUES DE MANAGEMENT

EN

EN

FR

FR

18

18

9

18

3 ECTS

3 ECTS

1 ECTS

3 ECTS

International Business Culture and Liberal Arts 3 ECTS

INTELLIGENCE ECONOMIQUE

FR 18 3 ECTS

Total 30 ECTS

Optional course(s)

BUSINESS ENGLISH EN 18 3 ECTS


International Business Competencies and Methods APPROACH TO FOREIGN MARKETS


INTERNET MARKETING

STRATEGIC MARKETING



POLITIQUE ET CHOIX D'INVESTISSEMENT

17 ECTS

COURSE TITLE:

APPROACH TO FOREIGN MARKETS

LEARNING OBJECTIVES/ OUTCOMES: to enable students to understand reasons to develop business on international markets to enable students to assess objectives and strategic orientations in order to be more performant on selected foreign markets

COURSE OVERVIEW: Markets approach characteristics and international transaction Company diagnostic and Mission reevaluation Market economic environment and market attractiveness Cultural indicators and markets specificities Objectives and major strategic orientations International market survey and prospection Market information (quantitative and qualitative research) International distribution policy and physical distribution onto the market


LITERATURE / WEBSITE: Jan Johanson : The internationalization of the firm Michael Porter : Choix stratégiques et concurrence à l’international Kenichi Ohmae : l’entreprise sans frontières

COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: To understand how to apply marketing knowledge and practices to an international/global context To gain a deeper understanding of cause and effect in a fast moving international environment To increase one’s general knowledge of the world, the different regions countries and cultures

COURSE OVERVIEW: Trends in the global business environment Understanding needs and wants and company offerings The international marketing task (controllable/uncontrollable) The need for environmental adaptation (SRC & ethnocentrism) The internationalization process and the EPRG model The role of history and geography Consumer culture across the world The full meaning of Culture –language, aesthetics, material culture, beliefs, social organisation Business culture worldwide and cross-cultural management International marketing research and entry market assessment




COURSE TITLE:

INTERNET MARKETING

LEARNING OBJECTIVES/ OUTCOMES: To enable students to have a good understanding of the world of Internet Marketing. This course contains little theory, providing examples from work situations. Internet Marketing is broken down into Display Advertising, SEO, SEM, Email, Mobile and Social Media Advertising, therefore students are able to get a taste of all these fields in Internet Marketing. The course is updated regularly to represent the realities of the current world of Internet Marketing.

COURSE OVERVIEW: Introduction to Internet Marketing SEO SEM Display Advertising Mobile Advertising Email Advertising Videos Presentations Social Marketing News in the Internet Marketing World



COURSE TITLE:

STRATEGIC MARKETING

LEARNING OBJECTIVES/ OUTCOMES: Fundamentals of Profit & Loss brand management Marketing plan methodology (analysis methodology, presentation good practices, frames examples Positioning fundamentals Database : criteria definition, analysis methodology

COURSE OVERVIEW: What is Strategic Marketing + Case study Abercrombie Growth and P&L (Profit & Loss) Management + 2 exercices Strategic Marketing Process - Positioning / Diamond / Marketing Mix Marketing Plan - Process & Method Marketing Plan - Case Studies (by group) & Good Practices Marketing Plan - Case Studies (by group) & Good Practices From marketing plan to actions development & planning - Workshops Panels & Method of Analysis (2)+ Exercises Analysis & Steering Tools Review of key concepts ASSESSMENT: Continuous assessment (tests) and final exam



COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: Maitriser les outils de diagnostic financier d’une entreprise. Etre capable de proposer des actions de gestion visant à optimiser le capital employé par les managers. Identifier les intérêts des apporteurs des capitaux tout en participant activement à la gestion des risques financiers de l’entreprise.

COURSE OVERVIEW: L’approche des quatre équilibres : L’équilibre de la trésorerie L’équilibre de la structure financière L’équilibre de l’exploitation L’équilibre coût-rendement


LITERATURE / WEBSITE: Vernimmen, P, (2010), Finance d’entreprise, Théorie et pratique de la Finance, 8ième édition, Dalloz. Jobard, R, Navatte, J.P, (2009), Finance : Finance d'entreprise - Finance de marché - Diagnostic financier, 4ème édition, Dunod Meunier-Rocher, Béatrice, (2011), L'essentiel du diagnostic financier 5ème édition, Editions d'Organisation

COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: Permettre aux étudiants d’appréhender les techniques de paiement et de financement à l’international, et l’approche globale des opérations et des risques pour décider.

COURSE OVERVIEW: Introduction du cours – questionnaire de niveau –répartition des groupe de travail (5/6p) et des sujets Schéma global d’une opération internationale – les risques inhérents Documents - incoterm Flux internationaux : chq virements effets rem doc Crédit documentaire Garantie Organismes de couverture Couverture risque de change Les besoins et les outils de financement des transactions courantes Financement des investissements internationaux




COURSE TITLE:

POLITIQUE ET CHOIX D’INVESTISSEMENT

LEARNING OBJECTIVES/ OUTCOMES: Connaitre et maitriser les fondamentaux relatifs aux investissements en entreprise et les modes de financement adaptés

COURSE OVERVIEW: Séance 1 : Les mots clés concernant l’Investissement et le Financement. Pourquoi investir ? Séance 2 : Les Investissements de départ d’une activité commerciale (Cas « Lacanau Beach ») Séance 3 : Les investissements liés au développement (Cas « Financial Consulting ») Séance 4 : Les Investissements liés à la reprise d’entreprise (Cas « Lamirande ”) Séance 5 : Contrôle continu (Cours et Applications) Séance 6 : Coût de la non-qualité (Cas « Martin S.A.S). Mesures d’ajustement Séance 7 : Les différentes formes de financement concernant l’entreprise Séance 8 : Le retour sur Investissement (ROI / ROE/ROA). Application-Diagnostic Séance 9 : Le Choix d’investissement (TRI / VAN/…). Applications. Séance 10 : Cas de synthèse, préparation au partiel (Cas « Motoculture Moderne de Gironde »)




International Management and Personal Skills HUMAN RESSOURCES MANAGEMENT


MANAGEMENT DE L’INNOVATION

TECHNIQUES DE MANAGEMENT

17 ECTS

COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: Explain the role of HRM in organizations. Define and discuss some of the major HRM activities. Be able to define the steps in HRM strategic planning Discuss the need for forecasting human resource needs and techniques for forecasting. Be able to explain the steps to an effective recruitment strategy. Be able to develop a job analysis and job description. Be able to name and discuss the steps in the selection process. Explain the various types of interviews and interview questions. Discuss interview methods and potential mistakes in interviewing candidates. Explain the interview process. Explain the components of a retention plan. Define the reasons for a formal performance evaluation system. Explain the process to develop a performance review system.

COURSE OVERVIEW: Séance 1 : The role of Human resources - the HRM function is key to a successful business. Séance 2 : Developing and Implementing strategic HR plans Séance 3 : Employer Branding Séance 4 : Recruitment - methods to recruit highly qualified individuals. Séance 5: Recruitment - Selection – CV’s & Cover Letters Séance 6 : Recruitment - Selection – Interviews Séance 7 : On-Boarding programs Séance 8 : Retention & Motivation Séance 9 : Employee Assessment Séance 10 : HR Tool Box



COURSE TITLE:

CORPORATE STRATEGY

LEARNING OBJECTIVES/ OUTCOMES: General understanding of the nature of strategy: Develop a knowledge and comprehension of Strategy through the Rational Model Ability to select and apply appropriate analytical tools, frameworks and models Gain an understanding of the measures of corporate performance and their limitations Understand the process of innovation and first-mover advantage Appreciate the ramifications of globalization/internationalization

COURSE OVERVIEW: Session 1: Introduction to Strategy and the Rational Model of Strategic Management. Corporate Vision and Mission Session 2: Corporate performance and value creation Session 3: Environmental analysis Session 4: Position audit Session 5: Appraisal techniques Session 6: Advantage from innovation Session 7: Internationalisation


Session 8: Strategy evaluation and implementation 2 sessions for group research presentations


LITERATURE / WEBSITE: Foundations of Strategy : Robert Grant & Judith Jordan

COURSE TITLE:

MANAGEMENT DE L’INNOVATION (FR)

LEARNING OBJECTIVES/ OUTCOMES: • Détailler le process innovation dans une entreprise : de la génération d'idée, à la sélection jusqu' au développement du produit, aux différentes étapes de test et le lancement. • Comprendre les grandes masses du compte d'exploitation d'un produit / service ou autre innovation ; • Lister les facteurs clés de succès et comprendre le rôle clé du chef de projet et de l'équipe • Développer la méthodologie de test et de lancement • Comprendre qu'il ne s'agit pas seulement de lancer un produit mais une fois lancé de suivre les résultats, de gérer les prévisions de vente et d'animer et relancer les produits. • Enjeux du business plan et trame proposée • Au travers d'un projet en groupe : choisir un environnement / entreprise / secteur d'activité et lancer une innovation en passant par les étapes : génération d'idée / sélection d'idée / présentation en mode projet / business plan • Examen : Faire le business plan de leur projet selon trame donnée au dernier cours

COURSE OVERVIEW: Séance 1 - Découverte et sélection d’idées nouvelles Séance 2 - Compte d'exploitation d'un produit Séance 3 - Détail du process d'innovation Séance 4 - Groupes projet - présentations et revue ensemble Séance 5 - Groupes projet - présentations et revue ensemble Séance 6 - Lancement et revue des outils d'analyse de la performance et de pilotage de projet Séance 7 - Méthodologies de test Séance 8 - Business plan



COURSE TITLE:

TECHNIQUES DE MANAGEMENT (FR)

LEARNING OBJECTIVES/ OUTCOMES: SAVOIR : Approfondir les concepts fondamentaux du management des hommes et des organisations par le biais de la Psychosociologie des Organisations SAVOIR-FAIRE : Appliquer les méthodes énoncées dans l’élucidation d’études de cas par l’utilisation notamment d’une grille d’étude stratégique SAVOIR-ETRE : S’approprier ces méthodes dans l’optique d’une pratique concrète lors de stage en entreprise

COURSE OVERVIEW: Séance 1 : De nouveaux managers ? Séance 2 : Psychosociologie du management Séance 3 : Pour un management comportemental Séance 4 : Le management situationnel (1) Séance 5 : Le management situationnel (2) Séance 6 : La gestion des conflits



LITERATURE / WEBSITE: Nicole Aubert and Co MANAGEMENT / aspects humains et organisationnels, Puf Fondamental, 2005, 8ème édition R. Sainsolieu Sociologie de l'organisation et de l'entreprise, Presses de la FNSP, 1987. Jean-Michel Plane Théorie et management des organisations, Dunod, 2012.


International Business Culture and Liberal Arts INTELLIGENCE ECONOMIQUE 3 ECTS

COURSE TITLE:

INTELLIGENCE ECONOMIQUE (FR)

LEARNING OBJECTIVES/ OUTCOMES: Délivrer aux étudiants les connaissances théoriques et savoir – faire opérationnels leur permettant d’appréhender les différentes menaces susceptibles de remettre en cause la pérennité des entreprises, ainsi que les orienter vers les notions de collecte d’analyse et de valorisation pour obtenir une vision d’intelligence stratégique.

COURSE OVERVIEW: Les concepts de l’Intelligence économique et le développement des politiques publiques d’IE Méthodes de protection de l’entreprise, la définition du capital matériel et immatériel Identifier les sources de veille Méthodologie de construction d’une veille Etablir le profil d’un concurrent Recherche et Internet Guerre Economique Déstabilisation et influence Les principes de déontologie De l’intelligence économique à l’intelligence stratégique Exercices de recherche sur internet Création d’une fiche de veille concurrentielle


LITERATURE / WEBSITE: Intelligence économique par Eric Delbecque éditions Vuibert, les politique d’intelligence économique éditions que sais-je ? La guerre des capitalismes aura lieu par le cercle des économistes éditions Perrin


Optional BUSINESS ENGLISH 3 ECTS

COURSE TITLE:

BUSINESS ENGLISH

LEARNING OBJECTIVES/ OUTCOMES: The objective this semester is to help student be on their way to become more business operational by analyzing and questioning current global issues / corporate social responsibility / business ethics issues, participating in through presentations, meetings and debates while using a professional language in context and to further develop oral and written comprehension.

COURSE OVERVIEW: Introduction to semester program on Global and Ethics Issues, Divide into groups for presentations (6), Grammar Review 1 Video and questions #1: students take notes while watching a video and then answer two questions (one information based question and an opinion based question. Presentation 1 on a Business Ethics Case followed by a discussion, Vocabulary quiz, Ethics debate handout and run through Presentation 2 on a Business Ethics Case followed by a discussion, Ethics Debate 1, Vocabulary quiz Presentation 3 on a Business Ethics Case followed by a discussion, short video and quiz,, vocabulary quiz , Presentation 4 on a Business Ethics Case followed by a discussion, grammar review 2, debate handout Presentation 5 on a Business Ethics Case followed by a discussion, ethics debate 2 , vocabulary quiz Video and questions #2: students take notes while watching a video and then answer two questions (one information based question and an opinion based question., vocabulary review Presentation 6 on a Business Ethics Case followed by a discussion, grammar review 3, vocabulary quiz Introduction to Business Meeting Strategy, meeting preparation and hand out of roles and meeting role play case Business Meeting Role Play Business Meeting Role Play Business Meeting feedback, Vocabulary review quiz, business news discussion Exam preparation, general review of vocabulary and grammar, open class discussion on a « current ethical issue »


LITERATURE / WEBSITE: News sites: BBC, NYT, Guardian, Forbes, Knowledgerush, PBS, Documentarytube, YouTube, TED, Eff.org, ABC, NBC, CBS, BusinessBalls, MentalFloss, Bloomberg, etc. Literature : Check your vocabulary series, Intelligent Business, Cambridge Professional English series, Media Training Corp-Let’s Talk about that, MacMillan Business English series, InCompany Case Studies, Collins English for Business, MacMillan Class Room Activities Press : Herald Tribune, Times/Newsweek, WallStreet Journal, VanityFair,The Economist, ForeignPolicy, New York Times, etc.


EXCHANGE PROGRAMME INTERNATIONAL BUSINESS PROGRAM (FULL ENGLISH) SPRING 2016 / 2017


Hours ECTS Credits


STRATEGIC MARKETING


NEGOTIATION

WINE BUSINESS

GUEST LECTURE

EN

EN

EN

EN

EN

18

18

18

18

-

3 ECTS

3 ECTS

3 ECTS

3 ECTS

3 ECTS




INTERNATIONAL BUSINESS ETHICS

SOCIOLOGICAL APPROACH OF INTERNATIONAL AFFAIRS

BUSINESS GAME WORLDSTRAT

EN

EN

EN

EN

EN

18

18

18

18

18

3 ECTS

3 ECTS

3 ECTS

3 ECTS

3 ECTS

Total 30 ECTS

Optional course(s)

FRENCH FOR FOREIGNERS

BELCO Alliance Course ( TBC*)

FR/ EN

EN

18

27

3 ECTS

5 ECTS


International Business Competencies and Methods STRATEGIC MARKETING


NEGOTIATION

WINE BUSINESS

GUEST LECTURE (European Week Visiting Session)

15 ECTS

COURSE TITLE:

STRATEGIC MARKETING

LEARNING OBJECTIVES/ OUTCOMES: Fundamentals of Profit & Loss brand management Marketing plan methodology (analysis methodology, presentation good practices, frames examples Positioning fundamentals Database : criteria definition, analysis methodology

COURSE OVERVIEW: What is Strategic Marketing + Case study Abercrombie Growth and P&L (Profit & Loss) Management + 2 exercices Strategic Marketing Process - Positioning / Diamond / Marketing Mix Marketing Plan - Process & Method Marketing Plan - Case Studies (by group) & Good Practices Marketing Plan - Case Studies (by group) & Good Practices From marketing plan to actions development & planning - Workshops Panels & Method of Analysis (2)+ Exercises Analysis & Steering Tools Review of key concepts ASSESSMENT: Continuous assessment (tests) and final exam


COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: To understand how to apply marketing knowledge and practices to an international/global context To gain a deeper understanding of cause and effect in a fast moving international environment To increase one’s general knowledge of the world, the different regions countries and cultures

COURSE OVERVIEW: Trends in the global business environment Understanding needs and wants and company offerings The international marketing task (controllable/uncontrollable) The need for environmental adaptation (SRC & ethnocentrism) The internationalization process and the EPRG model The role of history and geography Consumer culture across the world The full meaning of Culture –language, aesthetics, material culture, beliefs, social organisation Business culture worldwide and cross-cultural management International marketing research and entry market assessment




COURSE TITLE:

NEGOTIATION

LEARNING OBJECTIVES/ OUTCOMES: The course introduces students to the variations in negotiation styles and purposes found in international business. It will prepare students for the different situations that they can expect to meet when conducting business in the different regions of the world and provides them with guidance on the best methods to adopt when confronted by multi-cultural negotiating behaviour.

COURSE OVERVIEW: Session 1: INTRODUCTION Team exercise to highlight issues related to negotiating: When to negotiate Defining success Win:win, win:lose or lose:lose Cooperation vs confrontation Cultural differences Sessions 2 & 3: PREPARING Should I Negotiate? Types of negotiation Analysis – decision trees Best Alternative to a Negotiated Agreement Ethical Issues and Standards Getting to Know the Other Side Session 4: NEGOTIATING Power in Negotiations Psychological Tools & Tactics Multi-cultural issues Session 5: CLOSING Agreements & Contract Law Business vs. Legal conflicts - enforceability Cultural differences in value of contracts Session 6: EVALUATING Perform and Evaluate Dispute Prevention Alternative dispute resolution Arbitration Mediation



COURSE TITLE:

WINE BUSINESS

LEARNING OBJECTIVES/ OUTCOMES: To give an introduction to the nature of the international wine trade, its functions and methods, and its importance to the global economy. To explain where wine comes from, how it is made and describe sales and distribution

COURSE OVERVIEW: The culture of wine, wine in different cultures, health, religion, economic contribution Viticulture – producing regions, the vine, grape varieties and wine styles, principles of tasting Vinification – to include a visit to a Bordeaux château Packaging and marketing Logistics, customs and taxation Distribution - selling wine, margins, markets, channels Distribution – Bordeaux, a unique sales network Fine Wine and the secondary market




International Management and Personal Skills HUMAN RESSOURCES MANAGEMENT



SOCIOLOGICAL APPROACH OF INTERNATIONAL AFFAIRS

BUSINESS GAME WORLDSTRAT

15 ECTS

COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: Explain the role of HRM in organizations. Define and discuss some of the major HRM activities. Be able to define the steps in HRM strategic planning Discuss the need for forecasting human resource needs and techniques for forecasting. Be able to explain the steps to an effective recruitment strategy. Be able to develop a job analysis and job description. Be able to name and discuss the steps in the selection process. Explain the various types of interviews and interview questions. Discuss interview methods and potential mistakes in interviewing candidates. Explain the interview process. Explain the components of a retention plan. Define the reasons for a formal performance evaluation system. Explain the process to develop a performance review system.

COURSE OVERVIEW: Séance 1 : The role of Human resources - the HRM function is key to a successful business. Séance 2 : Developing and Implementing strategic HR plans Séance 3 : Employer Branding Séance 4 : Recruitment - methods to recruit highly qualified individuals. Séance 5: Recruitment - Selection – CV’s & Cover Letters Séance 6 : Recruitment - Selection – Interviews Séance 7 : On-Boarding programs Séance 8 : Retention & Motivation Séance 9 : Employee Assessment Séance 10 : HR Tool Box



COURSE TITLE:

CORPORATE STRATEGY

LEARNING OBJECTIVES/ OUTCOMES: General understanding of the nature of strategy: Develop a knowledge and comprehension of Strategy through the Rational Model Ability to select and apply appropriate analytical tools, frameworks and models Gain an understanding of the measures of corporate performance and their limitations Understand the process of innovation and first-mover advantage Appreciate the ramifications of globalization/internationalization

COURSE OVERVIEW: Session 1: Introduction to Strategy and the Rational Model of Strategic Management. Corporate Vision and Mission Session 2: Corporate performance and value creation Session 3: Environmental analysis Session 4: Position audit Session 5: Appraisal techniques Session 6: Advantage from innovation


Session 7: Internationalisation Session 8: Strategy evaluation and implementation 2 sessions for group research presentations


LITERATURE / WEBSITE: Foundations of Strategy : Robert Grant & Judith Jordan

COURSE TITLE:


LEARNING OBJECTIVES/ OUTCOMES: In light of increasing globalization and recent scandals in the International Business Community, the objective of this course is to bring awareness to students of their social responsibilities as future business managers. These responsibilities transcend the company and impact the local and international communities. Future managers must understand the importance and gains involved in the application of ethical, durable business practices.

COURSE OVERVIEW: The course will not be a traditional lecture course. Students are expected to debate and engage in lively discussion in class. Students must be prepared to participate in class – that requires preparation before each class session. Class sessions will be spent, but not limited to, discussing themes such as : What are ethics? Can they be applied in business? The responsibility of the Manager to himself/herself. Ethical behaviour in the office and building a corporate culture. Influencing your suppliers and B2B customers. Why is this important? Bribes and Greasy Palms. Translating ethical corporate codes across cultural borders. The impact of ethical business behavior.


LITERATURE / WEBSITE: Course materials will include Michael Roach The Diamond Cutter, and other sources that will vary each week. Materials will be taken from current journals, various texts and from the internet. Case studies will be used– and graded – as will student presentations about varying subjects.

COURSE TITLE:

SOCIOLOGICAL APPROACH FOR INTERNATIONAL AFFAIRS

LEARNING OBJECTIVES/ OUTCOMES: To acquire the tools and methodology of analyzing socio-cultural environment of international affairs To bring elements of general culture through a sociological and anthropological approach

COURSE OVERVIEW: INTRODUCTION

Definition of sociology? What is the role of sociology in our society? Difference between sociology and marketing WHY ?

Importance of sociology to international business How can we apply sociology to business? How can sociology affect business management? History of globalization on a sociological perspective Impact of globalization on businesses and jobs HOW ?

Analysis of international environment (understanding differences) The concept of social anthropology (understanding similarities)


HOW IS IT MADE? Division of resources Standardization or adaptation Expansion or contraction ETHICS IN BUSINESS

What are the ethical baselines? Is ethical behavior good or bad for business? Pressure for businesses to act ethically CASE STUDIES

Working time reduction and the leisure preference in France Food and eating behaviors Multinational approach to child labor Collaborative economy Sportswear industry

ASSESSMENT: Continuous assessment


COURSE TITLE:

BUSINESS GAME Worlstrat

LEARNING OBJECTIVES/ OUTCOMES: Understand the functions of the different departments (marketing, production, finance, sales ...) and grasp a global approach of a company You will be able to read and elaborate: an income statement, a statement of cash flows, and a balance sheet

COURSE OVERVIEW: Session 0:

Presentation of the simulator and of the case study Introducing the ECE educational platform Decisions on the simulator

Session 01: Decision month #01 -16/02/2015 Session 02: Decision month #02 + Margins: explanation and calculation Session 03: Decision month #03 + Loans: explanation and calculation Session 04: Decision month #04 + Elaborate your income Statement Session 05: Decision month #05 + Build your cash flow statement Session 06: Decision month #06 + Building your Balance Sheet Session 07: Decision month #07 + Prepare your Tax Bundle Session 08: Decision month #08 + Exercise on the Income Statement Session 09: Decision month #09 + Exercise cash Session 10: Decision month #10 + Exercise on the Balance Sheet Session 11: Decision month #11 + Explanation of the General Assembly Session 12: Decision month #12 + Preparation of the General Meeting of the Shareholders Session End: General Meeting of the Shareholders & Feed back


LITERATURE / WEBSITE: • https://pedago.campusonline.me/ • http://www.stratelogic.net/


Optional Courses FRENCH FOR FOREIGNERS 3 ECTS

COURSE TITLE:

FRENCH (Beginner level)

LEARNING OBJECTIVES/ OUTCOMES: Learning the basics in French, in order to react in simple everyday situations. The course focuses on the development of oral skills, while studying the French culture, way of life, and civilization. Students work together during class to understand documents, answer questions, discuss findings and practice what is being learnt.

COURSE OVERVIEW: What do you know about French/France? Meeting someone and introducing oneself Discovering Bordeaux Understanding a brochure, an advertisement, a cultural program Talking about oneself In a café Planning a trip in the southwest of France Going shopping for the right swimsuit


LITERATURE / WEBSITE: This course is based on authentic documents: tv extracts, advertisements, maps, city’s exhibition programs and so on. Every document comes with a work sheet divided in three parts : debriefing together and understanding the document / extracting and learning one or several linguistic points from the document (grammar, vocabulary…) / using acquired notions in real life situations Some lessons or exercices are extracted from textbooks : Vite et Bien, Clé International / La grammaire progressive du français niveau débutant, Clé international

COURSE TITLE:

FRENCH (Advanced level)

LEARNING OBJECTIVES/ OUTCOMES: This course is for students who have already acquired the basics in French. It aims at developing both oral and written communication skills regarding a variety of subjects. From the next French president’s speech to a role-play on the moon, the course combines debates, grammar lessons, exercises, discussions and oral and written comprehension, to provide students with knowledge on French culture and language.

COURSE OVERVIEW: What do you know about French/France? Welcome to France Discovering Bordeaux Getting to know the French press French and European politics The best job in the world Role-paly: you are going to the moon Today and tomorrow’s technology: where do we stand?


LITERATURE / WEBSITE: idem