Descriptif

MIE 556 - Introduction to Marketing and Strategy
Lecturer: Philippe Ginier-Gillet
Most innovative products and services do not succeed, nor do the majority of start-ups. Failures may occur for a variety of reasons, but quite often it is :
 partly because entrepreneurs have misinterpreted the needs and willingness of their potential users and partners to adopt the new products
 partly because they have not fully grasped the industry’s dynamics and competition.
Strategy and Marketing skills help managers to avoid these failures and deliver value at a profit.
Focus of the course:
This course aims:
 To impart knowledge of strategy & marketing key tools and concepts
 To think strategically in competitive and uncertain settings
 To develop insights and skills around the conception, launch, and management of new products and businesses in entrepreneurial settings
Course organization
The course applies inductive teaching methods. It draws heavily on the case method of instruction.
Each class will be based primarily around a business case that requires students to study a real business situation, identify what the key issues are and how to address them and discuss their findings during the lecture.
Business cases used in this course are drawn from business case libraries of leading Business schools such as Harvard or Stanford BS.
The pedagogical objective is to give students the following opportunities:
 To apply concepts and models to various industry settings - in terms of offers, maturity and competitive dynamics;
 To be exposed to key issues that they may face during their careers as managers;
 To develop diagnostic and decision-making skills in environments where the available information is incomplete and ambiguous and where there is no final ‘correct answer’.
Students will have to prepare one case study per week.
Background reading, role plays and simulations will complete the learning process.
Who should attend this course?
This course is a mandatory course for students whose major is Technology entrepreneurship but is also open to students who consider a career in consulting or business management or are keen to learn in English through the business case method. There is no prerequisite for attending this course.