Code
MGFF MKT 5751
Level
M2
Field
Marketing, commercial
Language
Français/French
ECTS Credits
2
Class hours
21
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
This immersive course empowers participants to master the entrepreneurial mindset by exploring the critical intersection of systematic innovation and regenerative business design. GStudents will progress through an exploratory curriculum—ranging from identifying diverse sources of innovation and mastering the "ideative state" to applying design thinking and validating market-ready business models. The journey culminates in a collaborative "Challenge Project," where teams integrate these tools and methods to develop innovative, regenerative concepts while learning the vital role leadership and culture play in managing successful, innovative organizations.
Learning goals
- 5. Élaborer une vision stratégique et innovante, en s’appuyant sur les potentiels de l’intelligence digitale et sur un écosystème favorable
Learning objectives
- 5.1 - Monitor global and systemic changes in ecosystems in an international environment with a view to anticipating possible transformations and innovations and proposing proactive and proportionate responses to the major issues and challenges ahead.
- 5.2 - Lead or co-lead the development of an innovative, meaningful strategic vision, drawing on the potential of digital intelligence, within a set of identified constraints, to create the conditions for sustainable performance.
Course Learning objectives
À l'issue de cette formation, les participants seront capables de :
Décrire comment penser et agir dans un esprit d'entreprise
Décrire l'innovation, ses différents types et ses méthodes d'évaluation
Décrire les caractéristiques des organisations innovantes et comment celles-ci se créent
Décrire et mettre en pratique les méthodes permettant de générer efficacement des idées
Décrire les sources de l'innovation et leurs implications
Comprendre ce qui fait un bon modèle économique
Comprendre comment le leadership et la culture d'entreprise influencent l'innovation
Comprendre les bonnes pratiques et les erreurs à éviter pour une gestion efficace de l'innovation
Identifier les facteurs clés de réussite et les erreurs à éviter dans la gestion de l'innovation
Explorer les différentes méthodes et outils utilisés dans le processus d'innovation
By the end of this course, participants will be able to:
• Describe how to think and act with an entrepreneurial mindset.
• Describe innovation, its different types, and the methods used to evaluate it.
• Describe the characteristics of innovative organisations and how they are developed.
• Describe and apply methods for generating ideas effectively.
• Describe the sources of innovation and their implications.
• Understand what makes a good business model.
• Understand how leadership and organisational culture influence innovation.
• Understand best practices and common pitfalls in managing innovation effectively.
• Identify key success factors and common pitfalls in innovation management.
• Explore the various methods and tools used in the innovation process.
Content : structure and schedule
The subjects are structured in an exploratory learning journey and integrate a 'capstone' project. The course modules are:
The entrepreneurial mindset
Sources of innovation
The ideative state
Business models
Design thinking
Idea to opportunity
Challenge Project
Value proposition, markets and business models
Sustainable Development Goals
Ce cours contribue principalement à l’ODD 4 « Éducation de qualité », en développant les compétences entrepreneuriales et créatives des apprenants, à l’ODD 8 « Travail décent et croissance économique », par l’apprentissage de l’entrepreneuriat et de la création de valeur, ainsi qu’à l’ODD 9 « Industrie, innovation et infrastructure », à travers la maîtrise des méthodes et outils de l’innovation. Les projets peuvent également contribuer à l’ODD 12 « Consommation et production responsables » lorsqu’ils portent sur des innovations et des modèles économiques intégrant des enjeux sociaux et environnementaux.
This course primarily contributes to SDG 4, “Quality Education”, by developing participants’ entrepreneurial and creative skills; SDG 8, “Decent Work and Economic Growth”, through learning about entrepreneurship and value creation; and SDG 9, “Industry, Innovation and Infrastructure”, by developing proficiency in innovation methods and tools. Projects may also contribute to SDG 12, “Responsible Consumption and Production”, when they focus on innovations and business models that address social and environmental challenges.
Number of SDG's addressed among the 17
4
Learning delivery
synchrone
Pedagogical methods
Ce cours repose sur une pédagogie active où les apprenants sont sans cesse sollicités dans le but de faire émerger progressivement les concepts en cours d’apprentissage.
Les supports de cours sont sous forme de slides et de vidéos. L’ensemble des supports seront distribués aux apprenants.
This course uses an active learning approach, continuously engaging participants to help them progressively discover and understand the concepts being taught.
Course materials consist of slides and videos. All materials will be made available to participants.
Evaluation and grading system and catch up exams
Assessment is based on the student’s attitude and commitment to the module, the learning process, and the project development:
Final grade = participation / activities + assignment(s) + final presentation
Individual participation and assignments will account for 60% of the final grade, while the group assignment, including the final presentation, will account for the remaining 40%.
In the event of a failing grade, a make-up assignment is organized; it consists of an assignment analysing their entrepreneurial project and accounts for 100% of the final grade.
Module Policies
Instructor–Participant Communication
• The instructor will contact participants via their institutional email addresses (IMT-BS/TSP) and the Moodle platform. Personal email addresses will not be used for communication. Participants are responsible for checking their IMT-BS/TSP email accounts regularly.
• Participants may contact the instructor at their institutional email address. If necessary, they may also meet with the instructor during office hours or by appointment.
Participants Requiring Reasonable Adjustments
Participants whose disability prevents them from completing the required coursework or who require any form of reasonable adjustment are responsible for informing the Director of Studies as soon as possible and providing supporting documentation. Participants are also encouraged to discuss their needs with the instructor.
Classroom Conduct
• As a courtesy to the instructor and other participants, all mobile phones, electronic games, and other sound-producing devices must be switched off during class.
• Participants must refrain from disruptive or disrespectful behaviour, including arriving late, leaving early, or engaging in inconsiderate activities such as sleeping, reading material unrelated to the course, using offensive language, talking excessively, eating, or drinking. A warning may be issued for a first breach of these rules. Those who violate the rules will be penalised and may be asked to leave the classroom and/or face further disciplinary action.
• A maximum of five minutes’ lateness is permitted. Attendance must be recorded on Moodle within the first five minutes of class using a QR code provided by the instructor.
Textbook Required and Suggested Readings
Blank S. (2013), "Why the lean startup changes everything?", Harvard Business Review.
Osterwalder A. et Pigneur Y. (2011), Business Model: Nouvelle Génération, Pearson.
Ries E. (2011), The Lean Startup, Crown Business Editions.
Sarasvathy, S. (2001), "Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency", Academy of Management Review.
Keywords
business, innovation