Basic knowledge of Enology

main objectives

• To understand and to analyze the strategy of a company and its marketing strategy.,• To be able to recommend strategic orientations or options,• To know the fundamentals of conducting a business creation project.,

general content

,• To manage a business creation project in teams (business model, business plan, etc.) and present the project to a panel of professionals.,• Strategy course: internal & external analysis, recommendations, sector studies with presentation to a panel of professionals.,• Innovation & strategic marketing course: innovation processes in companies, marketing plans, case studies.,• Financial analysis course: reminder of the fundamentals, case study,

pedagogy

• Didactic and interactive course (strategy Design Sprint),• Small group learning / Workshops,• Presentation by the groups (evaluation before a jury of professionals),,ESA teacher-researchers, ESA teachers from the professional world, professional partners: sector representatives, company managers/employees.,

evaluation

Written exam (case study),Practical work reports: 3 case studies in groups to be conducted in parallel and presented to a jury of professionals.,

Bibliography

Marketing Management- Kotler- Keller- Manceau- Hemonnet – Edition Dunod,Strategor – Lehmann-Ortega-Leroy-Garrette- Dussauge-Durand – Edtion Dunod,Stratégique – Edition Pearson,Les 7 points clés du diagnostic Stratégiques – Franck Bruhart – Editions Eyrolles,Porter, M. E. 1996. What Is Strategy? Harvard Business Review, 74(6): ,Business Model, nouvelle generation – Alexander Osterwalder et Yves Pigneur,