catalogue de cours - exchange 2019-2020 · • ethical behaviour in the office and building a...

Catalogue de cours - Exchange

2019-2020

Sommaire

UE1 - General Studies & Humanities- Ethics in Business ..........................................................................................................................................................6- Understanding International Business ................................................................................................................7- Sustainable Management ...........................................................................................................................................8- International Press Review .......................................................................................................................................9- American Studies II ........................................................................................................................................................10

UE2 - Business Fundamentals- Marketing Research and Consumer Behavior ...................................................................................................11- Project Management ......................................................................................................................................................12- Corporate Finance ...........................................................................................................................................................13- Negotiating for Success ...............................................................................................................................................14- Finance for Business .....................................................................................................................................................15UE3 - Global Citizen- Public Speaking .................................................................................................................................................................16- Foreign Language (French) ..........................................................................................................................................17

American BBA 2ème Année

UE1 - Common Courses- International Finance .....................................................................................................................................................18- International Marketing ................................................................................................................................................19- Managing Across Cultures ..........................................................................................................................................20- 21st Century Ecomomics ..............................................................................................................................................21- International Advertising/Communication Strategies ...................................................................................22

UE2 - Finance Concentration- Capital Markets ................................................................................................................................................................23- Financial Analysis and Business Valuation ........................................................................................................24- Investor Relations ..........................................................................................................................................................25- Quantitative Metrics ......................................................................................................................................................26

UE2 - Marketing Developpement- Media Planning and Communications ...................................................................................................................27- Brand Management ........................................................................................................................................................28- Innovative Strategic Marketing ................................................................................................................................29- Retailing and Merchandising .....................................................................................................................................30

UE3 - Global Citizen- Foreign Language (French) ........................................................................................................................................31

American BBA 3ème année - Finance / Marketing

1. Prerequisites :Students must have at minimum a conversational level of English. Furthermore; a desire to learn and to participate in class.

2. Course goals :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. They must understand the potential consequences of their business decisions.À la fin du cours l’étudiant devra être capable de :• Analyze a business decision from more than just an immediate financial return.• Understand the difference between Money and Wealth.• Understand the balance of corporate responsibility to the Shareholder as well as to Stakeholders.• Develop a vision of how global population, climatic and technological change will impact future commerce.• Say “No.”

3. Key Words :Ethic, Moral, Virtue, Vice, Value, Core Value, Wealth, Globalization, Capitalism, Constant Growth Capitalism, Zero Growth Capitalism, 100 Minimalism, Stakeholder, Shareholder, Vulnerability, Corruption, Consequences, Climatic Change, Utilitarianism, Constitutionalism, Justice, Hidden Costs, Leadership, Commerce.

4. Course content :• What are ethics? Can they be applied in business? • What is wealth? What is money?• 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.• Our changing planet: How to act and react?

5. Teaching methods :The course will not be a traditional lecture course. Students are expected to debate and engage in lively discussion in class. Case studies will be used– and graded – as will student presentations about varying subjects. Students must be prepared to participate in class – that requires preparation before each class session.

Ethics in Business

Type d’évaluation : %Contrôle continu : présentation orale : 45%Contrôle continu : dossier collectif : 55%Partiel individuel

Bibliographie : • The Diamond Cutter, Michael Roach•Organizational Behavior 13th International Edition, Stephen Robbins

Webographie : ted.comtheeconomist.com

UE1 - General Studies & Humanities2019-2020

American BBA 2Crédits ECTS : 3

William MOORE

Diplôme :BSFS Georgetown University

Dernière fonction :

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1. Prerequisites :You must have a critical eye in following international business news, an open mind in order to apprehend foreign cultures, and flexibility in the face of unexpected economic events.

2. Course goals :International Business is designed for any student pursuing a career with an international dimension. The course and its framework would be particularly useful for students interested in working as entrepreneurs in world markets or as junior executives working for multinational enterprises, for domestic emerging market companies, or for investment firms or funds targeting emerging markets.

General Course Objectives :• Enhance the understanding of theoretical concepts through application in real world business situations• Learn to apply concepts and frameworks to real world situations• Develop analytical and communication skills

Students Learn To :• Consider the historical and intellectual background to international business and reflect on the arguments for and against globalization, • Analyze how international firms develop and sustain competitive advantage over time; • Discuss international business from the perspective of both opportunity and risk;

3. Key Words :Global Business, Emerging Markets, Foreign Direct Invest-ment, Foreign Exchange Risk, Tariffs

4. Course content :Part 1: FOUNDATIONS:Chapter 1: Globalizing BusinessChapter 2: Formal Institutions: Political, Economic and Legal SystemsChapter 3: Informal Institutions: Culture, Religion and LanguageChapter 4: Firm Resources: Competitiveness and Growth

Part 2: BUSINESS ACROSS BORDERSChapter 5: Trading InternationallyChapter 6: Investing Abroad DirectlyChapter 7: Exchange Rates

Part 3: GLOBALIZATIONChapter 8: European IntegrationChapter 9 Global Integration and Multilateral AgreementsChapter 10: Socially Responsible Business

5. Teaching methods :A combination of reading the course text, studying the in-class course material, reviewing the business case studies and preparing group presentations on a weekly basis. Grades are determined by class participation including case discussion and completed homework assignments and results on the final exam. Case Studies will be distributed to the class weakly and focus on different economic regions pertaining to strategic growth policy.

Understanding International Business

Type d’évaluation : %Oral Presentation : 40%Class Participation: 10%Final Exam : 50%

Bibliographie : • Students may consult the Mike Peng and Klaus Meyer 3rd Edition book International Business, 2019 in order to compliment the class lectures.• Harvard Business Review Case Studies (Nike, Netflix, Starbucks, etc.)

Webographie : https://www.reuters.com/



Sharon LE VAVASSEUR

Diplôme :Master’s in Economics, in Finance and Strategy, in History

Dernière fonction :Dean of the Bachelor’s in International Mana-gement at ISG

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1. Prerequisites :This is an introductory course. No pre-requisites are expected.

2. Course goals :• Understand the tools economists use to develop environmental policy and how policies impact the way businesses are managed• Understand the principles of managing environmentally aware businesses, and how businesses can innovate their personalized environmental policy• Understand the economic consequences of global warming and pollution management

3. Key Words :Sustainablilty, zero-net carbon economy, tragedy of the commons, commodification of pollution, micro and macro economics

4.Course content :I. INTRODUCTION A. Economics and the Environment, an overview What is Environmental Economics? Field & Field, Ch. 1 and Ch. 2 Lecture 1 II. ENVIRONMENTAL ECONOMIC ANALYSIS A.Environmental Analysis Environmental issues: Field & Field, Ch. 3 Systems and function: Markets, Field & Field, Ch. 4 Ecological footprint, Field & Field, Lectures 2 - 3 B.Analytical Methods Framework of Analysis, Field & Field, Ch. 6 Benefit-Cost Analysis: Benefits, Field & Field, Ch. 7 Benefit-Cost Analysis: Costs, Field & Field, Ch. 8 Lecture 4 MIDTERM EXAMINATION (Covers Field & Field, Chapters 1 – 8)

III. ENVIRONMENTAL POLICY ANALYSIS A.Criteria and Strategies Criteria for Evaluating Environmental Policies, Field & Field, Ch. 9. Lecture 5 Decentralized Policies: Liability Laws, Property Rights, Moral Suasion, Field & Field, Ch. 10 Lecture 6 Command-and-Control Strategies: The Case of Standards, Field & Field, Ch. 11 Lecture 7 Incentive-Based Strategies: Emission Charges and Subsi-dies, Field & Field, Ch. 12Lecture 8 Incentive-Based Strategies: Transferable Discharge Permits, Field & Field, Ch. 13 Lecture 9 B.Water Pollution Federal Water Pollution-Control Policy, Field & Field, Ch. 14 Lecture 10 C.Air Pollution Federal Air Pollution-Control Policy, Field & Field, Ch. 15 Lecture 11 D.Waste Pollution Federal Policy on Toxic and Hazardous Substances, Field & Field, Ch. 16 State and Local Environmental Issues, Field & Field, Ch. 17 Lecture 12

5. Teaching methods :This is a survey course involving lectures followed by open discussion

Sustainable management

Type d’évaluation : %Contrôle continu : présentation orale : 25%Contrôle continu : dossier collectif et assiduité : 25%Partiel individuel : 50%

Bibliographie : • Environmental Economic, 6ed Field and Field

Webographie :



John HERRICK

Diplôme :Docteur en Sciences

Dernière fonction : Professeur d’économie

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1. Prerequisites :Involvement and open-mindednessAnalytical skills

2. Course goals :Students will acquire knowledge of the world of the press and understand how it works. They will learn to have a better understanding of the different ways to obtain information and access international news. Students will be encouraged to analyze their own media utilization. The objective of this course is to enable them to have a better understanding of international news and how to make well-informed choices about the information available to them. It also trains the students to view this information with a critical eye.

At the end of the course the student will be able to: • Select information• Identify essential information tools on an international topic• Access to quality information• Develop a critical approach to information

3. Key Words :Searching, checking, diversifying, analyzing, criticizing, being curious and at the end well informed

4. Course content :1. Introduction – Understanding the press today. Crisis, new challenges and media organization.

2. How to be well informed? Looking at the news with a critical eye and from another perspective.

3. A world tour on current topics

4. Getting informed in conflicts times - Geopolitics in the news

5. Making interviews on some chosen topics

6. A world tour on international issues

7. Oral presentations

8. Conclusion – New perspectives

5. Teaching methods :Interactive lessons, quizzes, discussions, debates. The students will have to read the press to fuel discussion and debate in the classroom.Students will be encouraged to analyze their own media utilization and discuss it with their classmates.

International press review

Type d’évaluation : %Contrôle continu : présentation orale : 33%Contrôle continu : dossier collectif : 33%Partiel individuel - note de participation, assiduité, présence : 50%

Webographie : The Guardian, The independent, the economist, BBC News, The Spectator, Politico...



Fella ADIMI

Diplôme :Formatio,n en journalisme spécialité presse écrite- Université de Montréal (Canada) Master en Histoire contemporaine - Université Paris I Panthéon-Sorbonne


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1. Prerequisites :A proficient level of English: Both written and oral.A desire to participate and to learn.

2. Course goals :American Studies is a two year course created to prepare French students to work with and compete against American business. To do this efficiently and effectively, non-Americans must understand the United States.

At the end of the course, the student will be able to :Engage in coherent, informed and well constructed arguments about US history, current events, business, culture, and politics.

2. Key Words :The United States of America, USA, Pilgrim, Plantation, Slavery, Racism, Revolution, Frontier, The Constitution of the United States of America, Civil War, American Indus-trialization, Ford, J.P. Morgan, American Finance, World War One, Prohibition, The Great Depression, World War Two, Immigration, US Military, The Iron Triangle, Technology, Arms Race, Cold War, Debt, Equal Rights, Hippie, Women’s Rights, Ivy League, Social Revolution, American Religion, Arts in America, Republican, Democrat, Party System, Electoral College.

3. Course content :Cultural RevolutionWomenEducation in the USAIdealism in AmericaMulti Polar WorldPolitical PartiesThe TransitionThe Crash of 1929Introduction of Socialism in the USMigration

Cultural ImpactEffect on the American PsycheEconomic Policy in the USASecurity and Exchange CommissionThe Fed ETCRooseveltUnionsWorld War IIEnd of Economic StagnationThe American BoomRedistribution of wealthEmergence of US as a dominant World PlayerUNBretton Woods AgreementNATOBi-Polar WorldThe Cold WarMcCarthyismThe PentagonThe War IndustrySocial Revolutions (Part II)Martin Luther King, Equal Rights AdmendmentWomen’s RightsHippiesVietnam WatergateBorn Again ChristianLGBTPolitical and Economic LeadershipThe Party System, costsFinanceThe Electoral College« Getting Into » the power elite, costs.Current Events

4. Teaching methods :The course is intended to be a mix of traditional lecture and interactive discussion.

American studies Ii

Type d’évaluation : %Contrpole continu : présentation orale : 40%Contrôle continu : dossier collectif : 10%Partiel individuel :: 50%

Bibliographie : • A People’s History of the United States, Howard Zinn•Les Grandes Dates de l’Histoire Americaine, Pierre Lagayette

Webographie : thenewyorktimes.comthewashingtonpost.comthechristiansciencemonitor.com

UE1 - Global Studies & Humanities2019-2020


William MOORE

Diplôme :BSFS Georgetown University


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1. Prerequisites :A working knowledge of the fundamentals of marketing.An interest in foreign cultures.

2. Course goals :This course aims to familiarize students with the complexities of marketing products and services interna-tionally, with special emphasis on the vital importance of understanding consumer behavior and the crucial influence of culture in the international marketing process. The marketing mix will be looked at closely and we will focus on the challenges of using each element of the mix in an international context.

At the end of the course the student will be able to : • Segment international markets and determine the appropriate target(s) and positioning• Analyze a communication campaign to determine whether it is culturally appropriate• Use Hofstede’s dimensions to choose the best communi-cation angle when marketing in a given country• Adapt their negotiation style to take into account cultural specificities in order to close international deals

3. Key Words :Cultural sensitivity, adaptation/standardization, impact on the marketing mix, product/communication matrix, new product adoption rate.

4. Course content :• The fundamental importance of culture and its impact on the marketing mix (components of culture, assumptions that need to be questioned when going international)• International segmentation, targeting & positioning (segmentation variables, evaluation of segments, high tech/high touch positioning) • International product policy & product development (product/communication matrix, time to market, time to takeoff, new product adoption rate)• Communicating with international consumers (cultural barriers to efficient communication, barriers tostandardization of advertising campaigns, media challenges)

5. Teaching methods :• Lecture by the instructor based on brief Powerpoint slides • Short quizzes at the beginning of most classes • Small real-life cases to generate class discussion• Videos and commercials from various countries to illustrate concepts covered in class

Marketing Research and consumer behavior

Type d’évaluation : %Individual continuous assessment : 4 20% assignements and 2 15% assignmentsGroup continuous assessment : 2 20% group assignments Final exam : 25%

Bibliographie : International Management: Managing Across Borders and Cultures, H. Deresky, Editions Pearson

Webographie :

UE2 - Business Fundamentals2019-2020


Hélène RIVAS

Diplôme :Bachelor en Marketing, American Business School Paris

Dernière fonction : Marketing Manager EAME – Johnson & Johnson

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1. Prerequisites :Principles of Management

2. Course Goal :At the end of the course, the student will be able to:

-Project Management introduces project management from the standpoint of a manager who must organize, plan, implement, and control tasks to achieve an organization's schedule, budget, and performance objectives.-Each student finishing this course should know and utilize the basic tools and concepts such as project charter, scope statement, work breakdown structure, project estimating, and scheduling methodologies are studied. We will even practice with Microsoft Project software to be able to manage a project from start to deployment!

3. Course Content :Course content will include power point presentations of defining the role that projects and project management play in accomplishing the company’s strategic objectives, taking into account the various types of organizations such as functional, matrix, and project structures.

History of Modern Management, 6 Essential Business Principle, 7 Skills of Management, Decision Making Process and a basic understanding of HR, Project and Scientific Management.

4. Teaching methods :The method of this class include lectures on the fundamen-tals of Project Management by asking “What is a project? How do you manage one? What is the best approach?” The lectures will begin by studying the Trans-European construc-tion of the Airbus 380. This is an opportunity to learn the project management fundamentals that can guide a project through a maze of challenges to successful completion!

ProjectManagement

Type d’évaluation : %Contrôle continu /Continuous Assessment (50%)Final exam / or Project 1 (50%)

Bibliographie : • A 30 page booklet has been self-published by the teacher and will be used on class-to-class basis.

UE2 - Business fundamentals2019-2020


Stephen MUSE

Diplôme : MBA Suffolk University BA Georgetown University

Dernière fonction : Teacher

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1. Prerequisite :Accounting 1&2, Economics, Statistics and basic calculus

2. Objectifs du cours :• This course provides an introduction to the theory, the methods and the concerns of corporate finance that are relevant for financial decisions made by firms and investors.The concepts developed in this course will form the foundation for all elective finance courses.

At the end of the course the student will be able to : • Understand the fundamentals of value and investment• How multinationals corporations make decisions on investments• How companies raise money using capital markets either through equity/debt• Appreciate on how companies and investment professio-nals make investment decisions

3. Mots-clés :Opportunity cost of capital, Net Present Value, yield curve, term structure and discount cashflow.

4. Course content :The key concepts covered include:• Understanding Present Value, Time value of money,• Capital structure theory (Modigliani & Miller proposi-tions), financing decisions, use of financial leverage,• The cost of equity (Capital Asset Pricing Model, Dividend • The Weighted Average Cost of Capital,• Investment decisions and capital budgeting: overview of capital budgeting, Net Present Value, Internal Rate of Return, investment at different maturities,• Cash flow forecasting,• Fixed income valuation,• The tradeoff between risk and return, expected risks, overview of portfolio theory (Markowitz),• An introduction to the financial markets (arbitrage and hedging), market efficency.• Regulation – Dodd-Frank, EMIR• Behavioral Finance

5. Teaching Methods :Lecture slides are designed to accompany the lecture and are posted on the course website prior to the class, tutorial, class participation.Calculations are performed both with a financial calcula-tor and on Excel. The course will be taught by lecture, interactive, videos and exercise and homework assignments.

Corporate Finance

Type d’évaluation : %Contrôle continu : présentation orale : 20%Contrôle continu : dossier collectif : 30% Partiel individuel : 50%

Bibliographie : Principles of Corporate Finance, R. Brealey, S. Myers and F. Allen - Edition McGraw-Hill Irwin

Webographie : www.bloomberg.comhttps://bit.ly/1OPO6F5



Denis CONTRERAS

Diplôme :MBA Kellog Graduate School of Management

Dernière fonction : portfolio management, investment banking, international business in raising capital and valuations

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1. Objectifs du cours :To permit students to obtain a working knowledge of negotiation, conflict resolution, and other relevant soft skills.

At the end of the course the student will be able to : • Understand their audience, their environment, and how to adapt their communication style to be more persuasive• Understand the role of Emotional Intelligence (EI) in negotiation and conflict resolution• Understand the difference between persuasion and manipulation• Identify the different types of manipulative negotiation tactics and lies• Identify creative solutions to create win-win solutions in negotiations• Understand manipulative strategies and be able to neutralize them• Practice crisis communication strategies to communi-cate effectively with others• Obtain solutions to improve student’s profile weaknesses

2. Mots-clés :Emotional Intelligence, Social Management, Intercultural Management, Conflict Resolution,

3. Course content :A.Introduction to basic negotiation keywords and modelsB.Introduction to Management and Leadership StylesC.Introduction to Emotional Intelligence a.Personal Iceburg Metaphor b.Satir Modes c.Universal Needs & Wants Analysis d.Wheel of Emotions e.Generational Expectations f.Intercultural ExpectationsD.Introduction to Communication styles

5. Teaching Methods :• Cours interactif• Classe inversée• Exercices• Cas pratiques• Roleplays

Negociating for success

Type d’évaluation : %Contrôle continu : présentation orale : YesContrôle continu : dossier collectif : Yes Presence et participation : Yes

Webographie : www.cadrenglish.com/university



Joshua SMITH

• 2004 – BA in Business Mgmt w/ minor in philosophy.• 2002 – Bac +2 Business Mgmt• 2010-Present – Independent Talent Development Expert• 2017-Present – Talent Development Trainer at INSEEC, Sup de Pub, ISCOM, Institut Léonard de Vinci, American Business School• 2016-Present – Talent Development Consultant at Learnlight• 2016 – TEDxIHE Paris Coaching partner

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1. Prerequisites :Successful completion of ABBA 1st year or equivalent.

2. Objectifs du cours :This class is designed for future finance as well as future non-finance majors. Therefore, the goal is to help students become familiar with key macroeconomic concepts (GDP, Inflation, Employment), put them in context, and imagine their usefulness as a businessper-son. Likewise, students are introduced with basic business concepts, contrasting the primary market with the secondary markets. Upon completion, students should feel comfortable identifying the key basic concepts involved in a corporate environment..

3. Mots-clés :Leading & Lagging Indicators, Primary and Secondary Markets, Private vs. Listed Companies

4.Course content :Course content begins with a focus on a company’s equity timeline, the IPO (Initial Public Offering), and the primary versus secondary markets. Next, there is a focus on the major macroeconomic indicators and the role of a central bank, notably the European Central Bank in the Euro-Zone. Excerpts from the financial press and used to illustrate in-class case work.

5. Méthodes pédagogiques :Lecture followed by discussion and debate of contemporary business topics and current events. The teacher establishes a dialogue in the classroom to solicit ideas and input from students, using a ‘flip the classroom’ approach.

Finance for business

Type d’évaluation : %Mid-term quiz : 30%Team presentation : 20%Final Exam : 40%Participation & attendance : 10%Bibliographie : Liar’s Poker, Rising through the wreckage of Wall Street, Michael Lewis, 1989.Dead Aid, Why Aid is Not Working and How there is a better way for Africa, Dambisa Moyo, 2010.Webographie : The New York Stock Exchange 1952 promotional video « What Makes Us Tick »



Ellen KOUNTZ

Diplôme :B.S. Economics Wharton ’92, Executive MBA ESSEC ’99,

Dernière fonction : Executive DBA in progress Ecole des Ponts Business School

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1. Prerequisites :Successful completion of Public Speaking I or equiva-lent experience

2. Course Objectives :Ease in oral communication in English and improved confidence in public speaking situations through classroom practice and analysis. At the end of the course the student should be able to: • Know how to structure an informative and persua-sive talk/presentation• Effectively deliver a short talk/speech/presentation in English• Analyze their oral communication skills and improve them

2. Key Words :Which keywords, in your opinion, are the most indicative of the expertise or knowledge acquired in your teaching module? Please choose five.

Confidence, Rule of Three, Body Language, Non-verbal communication, Eye contact

4. Course Content :Effective Public Speaking is intended as a follow-up course to Public Speaking I. The concepts covered in the introductory course are reviewed and reinforced and, in addition to delivery techniques, this course takes a closer look at effective construction and design of informative speeches. The six design formats that we focus on (spatial, categorical, sequential, chronological, comparative and causation) are intended to help the student put the content of their speeches/talks/presentations into the most effective pattern. Time is also spent on analyzing the 5 steps in the persuasion process (awareness, understanding, agreement, enactment and integra-tion) to enable students to create more persuasive messages in speeches.

Public Speaking

Type d’évaluation : %

Individual assignment 33 1/3 %Group Presentation 33 1/3 %Continuous AssessmentParticipation and attendance 33 1/3 %

Bibliographie : - Michael and Susan Osborn, Public Speaking, Hough-ton Mifflin, -Jack Valenti, Speak Up With Confidence, 2006.

UE3 - Global Citizen2019-2020

American BBA 2 Crédits ECTS : 3

Robert BRADFORD

Diplôme :Bachelor of Arts-Double major in Broadcast Communica-tions and English

Dernière fonction : Program Head American BBA

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Cours débutantBut à atteindreComprendre et utiliser des expressions familières et quotidiennes ainsi que des énoncés très simples qui visent à satisfaire des besoins concrets. Pouvoir se présenter ou présenter quelqu'un et poser à une personne des questions la concernant - par exemple, sur son lieu d'habitation, ses relations, ce qui lui appar-tient, etc. - et répondre au même type de questions. Communiquer de façon simple si l'interlocuteur parle lentement et distinctement et se montre coopératif.Cours faux débutantPrérequisPeut comprendre et utiliser des expressions familières et quotidiennes ainsi que des énoncés très simples qui visent à satisfaire des besoins concrets. Peut se présenter ou présenter quelqu'un et poser à une personne des questions la concernant - par exemple, sur son lieu d'habitation, ses relations, ce qui lui appartient, etc. - et peut répondre au même type de questions. Peut communiquer de façon simple si l'interlocuteur parle lentement et distinctement et se montre coopératif.But à atteindreComprendre des phrases isolées et des expressions fréquemment utilisées en relation avec des domaines immédiats de priorité (par exemple, informations person-nelles et familiales simples, achats, environnement proche, travail). Communiquer lors de tâches simples et habituelles ne demandant qu'un échange d'informations simple et direct sur des sujets familiers et habituels. Décrire avec des moyens simples sa formation, son environnement immédiat et évoquer des sujets qui correspondent à des besoins immédiats.

Cours intermédiairePré-requisPeut comprendre des phrases isolées et des expressions fréquemment utilisées en relation avec des domaines immédiats de priorité (par exemple, informations personnelles et familiales simples, achats, environnement proche, travail). Peut communiquer lors de tâches simples et habituelles ne demandant qu'un échange d'informations simple et direct sur des sujets familiers et habituels. Peut décrire avec des moyens simples sa formation, son environnement immédiat et évoquer des sujets qui corres-pondent à des besoins immédiats.But à atteindreComprendre les points essentiels quand un langage clair et standard est utilisé et s'il s'agit de choses familières dans le travail, à l'école, dans les loisirs, etc. Se débrouiller dans la plupart des situations rencontrées en voyage dans une région où la langue cible est parlée. Produire un discours simple et cohérent sur des sujets familiers et dans ses domaines d'intérêt. Raconter un événement, une expérience ou un rêve, décrire un espoir ou un but et exposer brièvement des raisons ou explications pour un projet ou une idée.

Méthode et contenuDans une approche communicative et actionnelle nous utilisons le plus souvent des documents authentiques : articles de presse, vidéos, reportages, chansons et proposons des tâches que l’apprenant est capable de réaliser en français notamment grâce à des jeux et à la mise en scène de dialogues du quotidien.

cours de français en langue étrangère

Evaluation : %

Bibliographie :

Webographie :



Cécile HEUSSLER

Diplôme :Diplômée de l’université Paris-Descartes, master didactique du français en langue étrangère et interculturalité


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1. Prerequisites :• Comfort with most common mathematical calculations• General awareness of recent world events related to international financial matters

2. Course objectives :This course will aims at giving students an overall picture of how financial markets operate globally and on the roles played by some important international organisations. give an introduction to International Finance issues such as how the foreign exchange market operates and how one can reduce the foreign exchange risk with the use of appropriate currency derivatives. More detailed objec-tives for this course include the following :• Strengthen a well-rounded awareness of major risks and issues associated with international activities• Develop knowledge of the foreign exchange markets and of the use of the main currency derivatives • Develop a better understanding of supranational entities such as IMF, ECB, …• Improve skills for short finance-related presentations • Improve English language skills as they relate to international financeAt the end of the course the student should be able to : • Better understand the foreign exchange market• Be able to use some of the most common financial derivative products to cover some possible currency exposure and risk• Have a better understanding of supranational entities and how they try to intervene to regulate and strengthen international finance crisis (such as with sovereign debt)

3. Key Words :Central banks, currencies, institutional investors, equities, bonds

4. Course content :• Review of general risks in an international environment• Review of major recent events and developments in International Finance • Currency market : Direct/Indirect quotes, Bid-ask Spread, cross rates, arbitrage opportunities and forward rates• Introduction to derivative products for currencies: Forward contracts and Futures (margin account)• Review of major equity markets around the globe• International monetary systems and balance of payments• Group presentations on major leading / supranational financial institutions (IMF, World Bank, WTO, central banks, etc) and major recent developments (unicorns, crypto-currencies, etc)• Final exam

5. Teaching Methods :Classes will include interactive lectures, short exer-cises, review of reference articles, and student groups’ presentations on topics related to the course. In particular, students will be asked to review class materials, prepare short group presen-tations, prepare for the exam.

International Finance

Type d’évaluation : %Continuous Assessment : 100%Exams in class : 60%Group presentations : 40%

Bibliographie : International Financial Management, 6th edition, by Cheol Eun and Bruce Resnick. Chapters 1-10

Webographie : www.ecb.europa.euwww.imf.org

UE1 - Common Courses2019-2020

American BBA3Crédits ECTS : 3

François REY

Diplôme :MBA Columbia University, Essec

Dernière fonction : 10 years of lecturing finance and entrepre-neurship (at Bachelor, Graduate and Executive levels). Worked previously as an investment banker (Merrill Lynch) and as an entrepreneur

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1. Prerequisites :• Diagnosis and market environment• Marketing development strategies understanding• Marketing plan understanding

2. Course objectives :• Explain the advantages and disadvantages of using licensing as a market-entry strategy.• Compare and contrast the different forms that a company’s foreign investments can take.• Discuss the factors that contribute to the success-ful launch of a global strategic partnership.• Identify some of the challenges associated with partnerships in developing countries.• Describe the special forms of cooperative strategies found in Asia.• Explain the evolution of cooperative strategies in the 21st century.• Use the market expansion strategies matrix to explain the strategies used by the world’s biggest global companies.At the end of the course, the student will be able to : Explain, Analyse, Understand, Compare, Describe, Use, Apply

3. Key Words :Brand management, Category management, Product management, Licensing, Brand extention, Partnerships, Franchising, Alliances, Marketing strategies, Expansion strategies, Cooperative strategies

4.Course content : Introduction1. State of the market2. New consumer behaviors understanding and insights 20253. The World’s largest companies4. Investment Cost of Marketing Entry Strategies5. Which Strategy Should Be Used?6. Licensing7. Franchising8. Joint Ventures9. Market Entry strategies10. Global Strategic Partnerships11. Alliances12. Cooperative alliances13. Cooperative strategies14. Market expansion strategies15. Brand and Product decisions in Global marketingConclusion

5.Teaching Methods :Cours interactif, videos, quizz, cas pratiques.

International marketing

Type d’évaluation : %Contrôle continu : présentation orale : 30%Contrôle continu : dossier collectif : 30%Partiel individuel : 40%

Bibliographie : Strategic Brand Management: Global Edition Kevin KellerBrand Management: Research, Theory and Practic Charlotte F. Knudtzen – Mogens BjerreWebographie : Emarketer.comWebMarketing.com


American BBA3 Crédits ECTS : 3

Hélène RIVAS

Diplôme :


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1. Prerequisites :Open-minded, flexible, willing to stretch your awareness ; work experience in international context or equivalent

2. Course objectives :Build a foundation for managing teams and leadership roles in multicultural environments.What students will learn : How to examine and analyze socio-economic models, and their impact on shaping work culture and management practices. Since culture is a mosaic across the global business environment, students will learn how to leverage the power of cultural unders-tanding across diverse business practices.At the end of the course the student should be able to: • Know how to structure their behavior in cross-cultural environments• Effectively deliver a management consulting and public policy brief in English• Analyze oral communication skills and improve them• Build and lead effective & productive teams• Gain a more holistic and ethical approach to manage-ment practices

3. Key Words :Confidence, Self-Awareness, Authenticity, Leadership, Human Values

4. Course content :Managing Across Cultures is designed to get practioners to better understand the complexities of diveristy of working with people from distinct socio-economic backgrounds. This course takes a close view at team building, leadership, project planning by examining emotional intelligence, cultural behavior, behavioral psychology, and positive psycology as applied to mana-gement and business in general. Sociological methodo-gies are examined and applied through readings, lectures, and case work. Students will not only learn how to be more persuasive but also on how to build win-win scenarios with their workforce and clients.

How to manage in multicultural environmentsHow to work effectively and productively harnessing diversity in the workplaceHow to shape human behavior in the workplace and society

5. Teaching Methods :Classes will include interactive lectures, short exer-cises, review of reference articles, and student groups’ presentations on topics related to the course. In particular, students will be asked to review class materials, prepare short group presen-tations, prepare for the exam.

MANAGING ACROSS CULTURES

Type d’évaluation : %Individual assignment : 33 1/3 %Group Oral Presentation : 33 1/3 %Participation and attendance : 33 1/3 %

Bibliographie : Ryznard Kapuscinski, The Other, Verso, London (2018) D. Holt & D. Cameron, Cultural Strategy, Oxford, (2012)

Webographie : Ted.com



Andrew SCHARF

Diplôme :M.A. in European History, New York University

Dernière fonction : Former FT Professor in Marketing Management, ISC Business School, Paris, Senior Consultant In Crisis Management, Hill & Knowlton

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1. Prerequisites :Basic Economics and basic mathematical skills

2. Course objectives :The purpose of this course is to introduce the student to the disciplines of contemporary econo-mics and provide an understanding of how it func-tions in the 21st century from a theoretical and practical perspective. The course introduces econo-mic reasoning as well as techniques and processes of thinking used by economists in their attempts to analyze and explain current domestic and internatio-nal policies and issues. The course is based on an economic textbook theory (Taylor and Mankiw) but also on the Economics curriculum of the CFA Level 1 (micro, macro and global economics) and on a set of seminars conducted by myself in several countries on current economic issues such as nonconventional monetary policy, Brexit, regulations, financial crisis, geopolitics, country risk, emerging markets, currency wars and international trade dispute.

At the end of the course, the student will be able to :• Understand micro/macro and international economics• Demystify current economic issues such as noncon-ventional monetary policy, financial crisis, currency wars, protectionism, income inequality or the digitalization of the economy• Understand the links between economics and financial markets

3. Key Words :Monetary Policy (conventional and unconventional)/ Business Cycles/ Global Economics and Foreign Exchange/ Protectionism/ Digital Economy

4.Course content :Session 1 : Demystifying Economics: The Basics

Session 2 : Microeconomics (as per CFA level 1 curriculum)

Session 3 : Macroeconomics (as per CFA level 1 curriculum)

Session 4 : Global economics(as per CFA level 1 curriculum)

Session 5 : Recent and Current themes in Economics Part 1

Session 6 : Recent and Current themes in Economics Part 2

Session 7 : Connecting the dots from macro to markets

Session 8 : Socio-Economic Development

5.Teaching Methods :Face-to-face with powerpoint slides, research reports and group presentations.

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21st century economics

Type d’évaluation : %Continuous assessment : 20%Group presentation and class participation : 30%Final Exam : 50%

Bibliographie : • Economics by Mark Taylor and Gregory Mankiw• Capital in the 21st century by Thomas Piketty

Webographie : www.bls.govwww.bea.gov


American BBA3 MarketingCrédits ECTS : 3

Foued AYARI

Diplôme :PhD in Economics, City University of New York

Dernière fonction : Senior consultant at Euromoney Trading and Top Finance. Former analyst at the New York State Banking Department

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1. Prerequisites :Have a basic knowledge of business, and be eager to learn about advertising.

2. Course objectives :General course objectives: Help the student to understand basic advertising and communication theories, concepts and techniques, but also how to implement these techniques. Student will acquire a vision of advertising and communication processes. Student will also be encouraged to use his or her own creativity – and understand the importance of creativity in communications.

At the end of the course, the student will be able to:

• Analyse a market and identify tendancies that can be relevant for communication. • Differentiate one competitor strategy from another and also from own brand • Identify the processes inside an advertising agency/and identify different styles. • Identify brand strong points and competitive advantage• Focus on brand benefits to create a pré-slogan• Express the benefits of the brand• Choose the correct target for the brand.• Create an advertising and communication plan• Evaluate advertising and communication. • Bear in mind national and international parameters

3. Key Words :• What’s your opinion ? Judgement call - Give one’s own opinion on advertising campaigns and concepts and make decision without hiding behind data understand a judgement call. • Only the brand can – identify USP and competitive advantage of the brand.

• Single-minded proposition – say just one thing about a brand and decide on your angle.• The Feel Good Factor – use a wide range of communication tools to make the target(s) feel good about your brand.• Bang for your Bucks – how to have an impact – in terms of media but also events, sponsorship, press and public relations. Includes an international angle.

4.Course content :• Marketing but mostly communications and advertising audit. What different messages are there in the market. What are competitor communications and advertising agencies doing?• Looking at what has been done historically in Communica-tions. • How an advertising agency works.• Student research on the big agencies/or creating their own agency. • Segmentation, Targetting, Positioning. • What makes a good advertising and communications campaign. • Looking at Competitive Advantage, USP, Only the Brand Can, Single-Minded Proposition.• Slogans and Visuals – campaigns. Designing and Implemen-ting a Campaign. • Media Plan – how to get maximum impact. Media and Creativity working together. • PR/Sponsorship/ Events.• Advertising Communication Plan – Creation of a strong theme and implementation across all areas of communication – with maximum impact. • Evaluations and ROI• International Angle – discipline in international advertising and communications, a case-study from British Airways Internatio-nal. Tendancies in international marketing and communications.

5.Teaching Methods :• K Church explains Communications theory using a range of compre-hensive theoretical documents covering the different areas of Advertising and Communications. • K Church also uses real-life case studies from his career at Saatchi and Saatchi Advertising London, where he worked on the Cunard and British Airways accounts. He also worked for Disneyland Paris during the launch period in the Marketing and Communications departmentHe also uses real-life episodes from his press relations experience at Total. • Students will answer relevant questions during class. • Students will be asked to research different subjects in advertising and communications, and present at an individual level and also at a group level.• The final presentation will be focused on a complete Advertising and Communications Plan.

International Advertising/Communications strategies

Type d’évaluation : %Individual presentation : 33 1/3%Group presentation : 33 1/3%Final Exam : 33 1/3%



Kevin CHURCH

Diplôme :Degrees – Combined Honours degree in Spanish and Psychology

Dernière fonction : International Press Relations for Total, the French Oil Company, working with Christophe de Margerie, CEO.

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1. Prerequisites :Basic knowledge of corporate finance and accounting. Familiar with economics and current global events.

2. Course objectives :The main purpose of this course is to provide students with working knowledge on how capital markets operate and understand the economic effects. The focus is on understanding different asset classes of financial instruments used by multinationals (MNC), banks and investments firms. Each instrument is used for either hedging or specu-lating and it is important to understand why an investor or MNC would engage in such instruments : plain vanilla options, convertible bonds, ETF, Foreign Currency, forwards, futures, Swaps and more exotic derivatives.At the end of the course, the student will be able to :• Know how to protect your investment• Gain understanding on how to increase returns on investments• Understand Risk Management• Price financial instruments• Appreciation of global financial markets• Understand the importance of Regulation in financial markets

3. Key Words :Inverted yield curve, mark to market, basis points (bps), long position, short position.

4.Course content :1. Equity Market• Discuss the importance of Major Stock Exchanges, Major Indices• Factors affecting share price, performance, volatility and liquidity• Primary, Secondary and Tertiary markets2. Bond Market• Bond Market characteristic, credit rating; Yield to Maturity• Different asset classes: Money Markets• Regulation and Federal Reserve and European Central Bank3. Forward Market• Product characteristics, pricing, value and application4. Future Market• Role of Clearing house and Margin Call5. Option Market• Product Characteristics, Pay offs diagrams• Options market: Put Call Parity, various types of strategies of hedging or speculating.Use of Black Scholes

5.Teaching Methods :Course is based on lectures (40%), presentations (25%), exercises and homework (25%) and guest speakers (10%).

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Capital markets

Type d’évaluation : %Contrôle continu : présentation orale : 25%Contrôle continu : dossier collectif : 25%Partiel individuel : 50%

Bibliographie : Caplital Markets Instruments – Analysis and Valuation Third Edition, M. Chourdry, D. Joannas, G; Landuyt, R. Pereira, R. Pienaar. MacmillanWebographie : https://www.bloomberg.comhttps://bit.ly/2kucUbK

UE2 - Finance Concentration2019-2020

American BBA3 FinanceCrédits ECTS : 3

Denis CONTRERAS

Diplôme :MBA Kellog Graduate School of ManagementDernière fonction : More than 20 years in financial services covering : portfolio management, investment banking, hedge funds and private equity. International business in raising capital and valuations.

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1. Prerequisites :Basic Corporate Finance and financial accounting skills

2. Course objectives :This course is an introduction to the valuation techniques used by the finance industry when valuing companies.At the end of the course, the student will be able to :• Understand all the valuation techniques used by the Finance Industry,• Use the most appropriate valuation technique when valuing a company,• Build-up the right valuation model and check for consistency will overall economics and reasonableness.

3. Key Words :• Entreprise Value• DCF• Financial Statements• Ratio• M&A Valuation

4.Course content :Fundamentals of Corporate Finance Theory for Valuation• Present Value• Net Present Value• Internal Rate of Return• Perpetuity Valuation• Growing Perpetuity Valuation (Gordon Model)• Annuity• Capital Asset Pricing Model (CAPM)• Weighted Average Cost of Capital (WACC)Financial Statements Analysis• The Analysis of the Balance Sheet and Income Statement • The Analysis of the Cash Flow Statement the Statement of Shareholders’ Equity• Ratios analysis and The Analysis of ProfitabilityValuation• Valuation overview• Review of the integrated financial modeling (income statement, balance sheet and cash-flow)• Finance projections • Calculating Enterprise Value and Equity Value• Comparable Companies Analysis• Precedent Transactions Analysis• Discounted Cash-Flow Analysis• Valuation in Mergers and Acquisitions• Introduction to LBO valuation

5.Teaching Methods :Slides PowerPoint, Excel, exercises and real world cases

Financial analysis & Business Valuation

Type d’évaluation : %Tests : mid term exam & case study : 50%Written Exam : 50%

Bibliographie : • Investment Valuation : Tools and Techniques for Determining the Value of Any Asset, Professor A. Damo-daran (available on Cyberlibris)

Webographie : morningstar.comwsj.com ( Wall Street Journal)


American BBA3 FinanceCrédits ECTS : 3

Foued AYARI

Diplôme :PhD in Economics, City University of New York

Dernière fonction : Senior consultant at Euromoney Trading and Top Finance. Former analyst at the New York State Banking Department

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1. Prerequisites :Successful completion of 2nd year ABBA or equivalent.

2. Course goals :In order to appreciate why organizations have an Investor Relations officer, still will understand the tools and techniques used in this strategic function. Key aspect of corporate communications, sharehol-der activity and activism, and securities law com-pliance will be explored. Upon completion, students should feel comfortable placing the IRO function within the C-Suite.

3. Key Words :Institutional Investor, Shareholder Activism, Annual General Meeting, Stakeholders.

4.Course content :Course content begins with a focus on a company’s organizational chart, the difference between shareholders and stakeholders, and a definition of and debate around shareholder activism. Next, there is a focus on the equity timeline. Finally, the crisis management aspect of is addressed using the perspectives of industry watchdog and professional groups. Excerpts from the financial press and used to illustrate in-class case work.

5. Teaching Methods :Lecture followed by discussion and debate of contempo-rary issues. The teacher establishes a dialogue in the classroom to solicit ideas and input from students, using a ‘flip the classroom’ approach.

Investor relations

Type d’évaluation : %Mid-term quiz : 40%Final Exam : 50%Participation & attendance : 10%

Webographie : www.niri.org: National Investor Relations Institute


American BBA 3 FinanceCrédits ECTS : 3

Ellen KOUNTZ

Diplôme :B.S. Economics Wharton ’92, Executive MBA ESSEC ’99,

Dernière fonction : Executive DBA in progress Ecole des Ponts Business School

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1. Prerequisites :- basic knowledge of accounting, financial modeling and management- access to Moodle and MS Office softwares- some prior work experience

2. Course goals :This class aims to At the end of the course, the student will be able to:1. Learn how L’Oréal, Schlumberger, Unilever and other world leading firms use quantitative metrics to improve their financial management2. Be able to design, analyze and improve balance scorecards derived from real life cases via Excel3. Boost their employability by showcasing the essential knowledge and skill indispensable in occupations leveraging quantitative metrics, such as finance related functions, business management, and management consulting

4.Course content :- First session: Introduction to quantitative metrics in Finance and beyond - Session 2 to 5: Financial Ratios, tapping into a deeper understanding of the philosophy, unders-tanding any ratio from a mathematical standpoint, and being able to design new ones- Session 6 to 9: Building balance scorecards for financial managers in diverse sectors- Session 10 to 12: Real life case studies from Fortune 500 firms and from M&A cases - Last session: Final Exam

5. Teaching Methods :The class mixes individual and group work, oral and written, academic teaching and real-life cases, in class tests and homeworks.

QuantitativeMetrics

Type d’évaluation : %Group Work: 30%Class Participation : 20%Final Exam : 50%

Bibliographie : - Financial Planning & Analysis and Performance Management, by Jack Alexander- The Balanced Scorecard: Translating Strategy into Action, by Robert Steven Kaplan


American BBA 3 FinanceCrédits ECTS : 3

Joseph DJIBU

Diplôme :MSc

Dernière fonction : Former consultant at: Deloitte, EY, and GE Capital

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1. Course goals :• Overview the media and advertising landscape. • See the different strategies of advertising investments. • Approach the mediaplanning tools and strategies, the booking process of a campaign.

À la fin du cours l’étudiant devra être capable de :Set up an advertising campaign with the mediaplanning tools

4.Course content :The Media landscape in France and other countries-TV-Radio-Digital (search, display, comparators…)-Print-Outdoor-CinemaThe advertising industry : figures and trends-TV-Radio-Digital-Print-Outdoor-CinemaThe players at stake-Advertisers-Saleshouses-Media agencies-The tech companies-The Professional organisationsThe different strategies of advertising investments-Branding-Performance-BrandformanceThe mediaplanning-The target notions-The affinity index-The reach-The duplication-The contacts-The GRP and GRP cost-The media briefing : budget, target, KPI’s, periods-Which creatives and formats for which goals ?-The budget split between medias-The choice of the medias-Affinity-Editorial environment-The negociation of the prices-The booking-The closing-The monitoring of the campaign and the optimization-The final report with the costs of contacts per mediaConclusion

5. Méthodes pédagogiques :Academic, concrete examples and exercises including a group exercise: the students will choose a brand, a product and will set up an advertising campaign with:The budget (creatives and media)The goal and KPI’sThe periodThe different medias with the budget split (TV, radio, outdoor, cinema, print; search, display)The affinity index and the contact costsAnd will present their campaign to the class

Media Planning & communication

Type d’évaluation : %Continuous assessment (group exercise) 25%Presence and participation : 25%Final exam and group exercise : 50%

UE2 - Marketing Development2019-2020

American BBA 3 MarketingCrédits ECTS : 3

Laurent SCHUMMER

Diplôme :


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1. Pré requis :Consumer Behavior or Marketing or Communications or a relevant Social ScienceNote : This module aims is very research-driven requiring some fieldwork as well. Prepares students to enter the workplace with knowledge and skills that can be imme-diately applied. The latest theories and cutting-edge thinking are introduced with interactivity to enable students to work with real issues faced by today's leading, as well as niche, challenger brands. Industry categories covered are from grocery to fashion to hospi-tality.

2. Objectifs du cours :• Learn to apply Brand-Building theory in practice. • • Conceptualise or modify Brand DNA / Identities, Apply Brand stretching by brand image, Brand Universe and Brand Architecture • Learn and practice Competitive Analysis with an empha-sis on F.M.C.G product brands• Students learn to strategically reposition tired or failed brands to competitive, sustainable brands that can succeed in leading markets.• To create a competitive Brand Plan before considering a Marketing Plan.• To understand what Luxury Brands can learn from Mass brands and vice versa.

At the end of the course, the student will able to :• Become familiar with undertaking secondary market research, trend research and competitive brand research as well as anticipating the duture prior to making brand recommandations or marketing plans• Reposition or restage brands with strategic sustainable and newsworhty competitive advantages

3.Course content :An introduction to Brand StrategyBackground and basic foundation knowledge, Kapferer’s Prism. Understanding the fundamentals of Brand Identity vs Image (positioning and brand DNA) and how to modify perceptions vs reality. Project brief to be provided. Options Final Mazet / CemoiF.m.c.g & Brand stretchingThe evolution from Product Management to Classical Brand Management with cases from Professor’s marke-ting career including Nivea. Line extension and brand stretching opportunities and dangers. Pyramid strategiesFrom Lux to Mass and vice versa . Examples from real life applying theory to practice: Workshop on JPBrand Reputation The power and threat posed by Retailer and e-tailer brands, their strategies and opportunities for entrepre-neurs. Applying Professor’s Brand Reputation Model for strategyGroup Brand Choice Groups Present Brand Choice using Image DNA, Prism & Reputation Model. Move towards Mkt, consumer and Competitor AnalysisHospitality Branding Harvard Workshop vs live casesNew Brand Development Vision, Research and Insights with cases from Professor’s marketing career. Developing own brands to cross bordersFinal: Coaching Final Group Presentation Part 1 Review . 24 hrs to correct and submit! No review of individual proposals.

4. Méthodes pédagogiques :Lectures, Workshops with original cases, Videos, Coaching

Brand management

Type d’évaluation : %Continuous assessment/attendance : 20%Group research & analysis: 50%Individual proposal : 30%

Bibliographie : • Brand Desire, How to Create Consumer Involvement and Inspiration, Ind, N & Iglesias,O, éditions Bloomsbury • The New Strategic Brand Management : Advanced Insights and Strategic Thinking, Kapferer, J-N, éditions Kogan Page


American BBA 3 MarketingCrédits ECTS : 3

Philippe MIHAILOVICH

Diplôme :B.A Industrial Psychology, Social AnthropologyDip.Adv.Mkt : Exec Masters Diploma in Advanced MarketingPhD Researcher: Brand Architecture


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1. Prerequisites :• Basic marketing knowledge (concept of brand, product range, competition mapping, SWOT) • Curiosity and enthusiasm for innovation (methods, tools, thinking)

2. Course objectives :At the end of the course, the student will be able to :• Define a brand territory• Adapt a brand DNA to its digital environment• Develop a lean marketing approach in a specific brand context

3. Key Words :Brand management, Category management, Product management, Licensing, Brand extention, Partnerships, Franchising, Alliances, Marketing strategies, Expansion strategies, Cooperative strategies

4.Course content :• Class 1 : Brand Territory• Class 2 : Understanding the core asset of a brand : your community & buyer personae• Class 3 : Think outside the box : how can we adapt the method of design thinking & lean start-up to Marketing• Class 4 : New methods to your service : crowdfunding & crowdspeaking• Class 5 : Oral presentations

5.Teaching Methods :• Academic content :Providing a practical approach to marketing concepts and practices with case studies for each concept studied.• Continuous assessment :1/ Enhancing their appropriation of concepts with perso-nal research : for each new class, students will be asked to prepare an exercise based on the content of the previous class. Example : following the crowdfunding class, pick up a crowdfunding campaign and explain what their strategy was and why their project succeeded or not.2/ Preparing them to be more autonomous and curious in their work : For each new class, the students will be given reading/watching to do for the class of the day.One or two students will be asked to come to the board and give us a quick summary of the talk/article and its ins and outs.• Final exam : An oral presentation in groups where they present a marketing strategy they have developed for a specific brand. Will then be evaluated :• Their understanding of key concepts viewed in class• The relevance of the proposed strategy in regards to the DNA of the brand• Their ability to think outside the box and propose innovative ideas with innovative tools• Their oral expression, body language & group dynamic

Innovative strategic Marketing

Type d’évaluation : %Continuous assessment - personal research - reading summary - oral interaction : 50% FInal Exam - oral presentation : 50%

Bibliographie : WHat great brands do, Denise Lee YohnThe creative habit, Twyla TharpWebographie : https://bit.ly/1fJPwPehttps://bit.ly/1kmKg87



Léa PETITJEAN

Diplôme :Master in Management - ESSEC Business SchoolBachelor in Economics - ESSEC Business School


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1. Prerequisites :• A good understanding of marketing principals• Fluent in English• International minded

2. Course objectives :• The goal is to give a good understanding of distribu-tion channels : Retailing, wholesaling and merchandi-zing. A strong focus will be done in the different forms of retailing, the current trends and it’s future.• We will also emphasize how distribution channel have become strategic for brand building and they help create financial values.• We will also stress the importance of merchandi-zing, its different forms and how they have become essential for leading brands.• Understanding distribution channel is essential for future marketing and sales managers dealing with premium and luxury brands.

At the end of the course, the student will be able to :• Understand the importance of distribution and able to selec the right one• Being able to understand the trends in retailing in its future• Strength and weakness of each distribution channel• Have a good understanding of the different sales & marketing function

3. Key Words :Brand of distributors, Flagship stores, Wholesalers, online retialing, merchanding

4.Course content :

1. Introduction to distribution channel 2. Market analysis for setting the right distribution 3. How distribution channels affect all the marketing mix & brands 4. Distribution models: Retailing and Wholesaling 5. Different forms of retailing and merchandizing 6. Retailing in the US and Europe and the future of retailing 7. Travel retail: Cosmetic & Luxury 8. Oral presentation of a project: last course

5.Teaching Methods :Cours interactif, exercices, cas pratiques.Pedagogy : face to face, distance learning, lecture and class participation. I use the American education system: I give my courses to my students so they could work at home to be able to share their unders-tanding, suggestion and feedback with the professor during lecturing. The goal is to make the courses interactive and participative.

•

Retailing & merchandising

Type d’évaluation : %Contrôle continu - présentation orale : 25%Contrôle continu - dossier collectif : 25%Partiel individuel : 50%

Bibliographie : Marketing Management Philip KotlerLuxury Retail: Michel Chevalier, Michael Gutsatz The new strategic brand management: JN Kapferer



Mario MIRANDA

Diplôme :DESS International trade Univeristé Paris Dauphine

Dernière fonction : EMEA Sales Director B2B Samsonite

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Cours débutantBut à atteindreComprendre et utiliser des expressions familières et quotidiennes ainsi que des énoncés très simples qui visent à satisfaire des besoins concrets. Pouvoir se présenter ou présenter quelqu'un et poser à une personne des questions la concernant - par exemple, sur son lieu d'habitation, ses relations, ce qui lui appar-tient, etc. - et répondre au même type de questions. Communiquer de façon simple si l'interlocuteur parle lentement et distinctement et se montre coopératif.Cours faux débutantPrérequisPeut comprendre et utiliser des expressions familières et quotidiennes ainsi que des énoncés très simples qui visent à satisfaire des besoins concrets. Peut se présenter ou présenter quelqu'un et poser à une personne des questions la concernant - par exemple, sur son lieu d'habitation, ses relations, ce qui lui appartient, etc. - et peut répondre au même type de questions. Peut communiquer de façon simple si l'interlocuteur parle lentement et distinctement et se montre coopératif.But à atteindreComprendre des phrases isolées et des expressions fréquemment utilisées en relation avec des domaines immédiats de priorité (par exemple, informations person-nelles et familiales simples, achats, environnement proche, travail). Communiquer lors de tâches simples et habituelles ne demandant qu'un échange d'informations simple et direct sur des sujets familiers et habituels. Décrire avec des moyens simples sa formation, son environnement immédiat et évoquer des sujets qui correspondent à des besoins immédiats.

Cours intermédiairePré-requisPeut comprendre des phrases isolées et des expressions fréquemment utilisées en relation avec des domaines immédiats de priorité (par exemple, informations personnelles et familiales simples, achats, environnement proche, travail). Peut communiquer lors de tâches simples et habituelles ne demandant qu'un échange d'informations simple et direct sur des sujets familiers et habituels. Peut décrire avec des moyens simples sa formation, son environnement immédiat et évoquer des sujets qui corres-pondent à des besoins immédiats.But à atteindreComprendre les points essentiels quand un langage clair et standard est utilisé et s'il s'agit de choses familières dans le travail, à l'école, dans les loisirs, etc. Se débrouiller dans la plupart des situations rencontrées en voyage dans une région où la langue cible est parlée. Produire un discours simple et cohérent sur des sujets familiers et dans ses domaines d'intérêt. Raconter un événement, une expérience ou un rêve, décrire un espoir ou un but et exposer brièvement des raisons ou explications pour un projet ou une idée.

Méthode et contenuDans une approche communicative et actionnelle nous utilisons le plus souvent des documents authentiques : articles de presse, vidéos, reportages, chansons et proposons des tâches que l’apprenant est capable de réaliser en français notamment grâce à des jeux et à la mise en scène de dialogues du quotidien.

cours de français en langue étrangère

Evaluation : %

Bibliographie :

Webographie :



Cécile HEUSSLER

Diplôme :Diplômée de l’université Paris-Descartes, master didactique du français en langue étrangère et interculturalité


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catalogue de cours - exchange 2019-2020 · • ethical behaviour in the office and building a...

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