Descriptif

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 business Managers 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

This course is based on the business case method of instruction. 

Each class will be based primarily around a business case that requires students to study before the class a real business situation, identify what the key issues are and how to address them and discuss their findings during the lecture.

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.

Who should attend this course?

There are no prerequisites apart from the ability to read, talk and write in English.

This course will be of benefit to the following attendants

• students who consider a career in consulting or business management
• students who are keen to experience business case studies - a participative hands-on learning method
• students who intend in the future to launch their startup

nb: Cases studied in MIE 556 and in its sister course MIE562  are different from one other

4 ECTS