BBA INSEEC - ECE Bordeaux

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)

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

Annex 2 - Undergraduate Exchange Programs 2016-2017 _ BBA INSEEC ECE Bordeaux Courses Outlines
International Business Competencies and Methods
LUXURY MARKETING
PACKAGING
DIGITAL MARKETING
MARKETING STUDIES
BRAND MANAGEMENT
CORPORATE COMMUNICATION
CORPORATE FINANCE/GLOBAL ASSET 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:
ASSESSMENT:
Continuous assessment and final exam
LITERATURE / WEBSITE:

Annex 2 - Undergraduate Exchange Programs 2016-2017 _ BBA INSEEC ECE Bordeaux Courses Outlines
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
ASSESSMENT:
Continuous assessment and final exam
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
ASSESSMENT:
Continuous assessment and final exam

Annex 2 - Undergraduate Exchange Programs 2016-2017 _ BBA INSEEC ECE Bordeaux Courses Outlines
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).
ASSESSMENT:
Continuous assessment and final exam
LITERATURE / WEBSITE:
The New Strategic Brand Management: Advanced Insights and Strategic Thinking by Jean-Noel Kapferer (Feb 15, 2012)
COURSE TITLE:
CORPORATE COMMUNICATION
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
ASSESSMENT:
Continuous assessment and final exam
LITERATURE / WEBSITE: