Courses of the International Summer School in Paris

Course Format: from June 10 - 14, 6 hours per day, AM & PM

Sustainable marketing for responsible business aims to develop understanding about the shift towards more environmentally, socially and economically responsible business practices and, in particular, focus on the drivers behind this shift; including the concept of global responsibility and citizenship and growing business arguments for including consideration of sustainability in all business practices. Using sustainable marketing techniques helps create value and ultimately leads to improved customer satisfaction, better professional relationships and increased effectiveness.

It starts with a personal approach to the issues of ethics and morality, promoting a discussion on personal responsibility. It looks carefully at our increasing recognition that, as individuals and businesses, we have responsibilities as ‘global citizens’ in ensuring a more sustainable future, and it draws upon ethical considerations in business and individual choices.

This module aiming help students understand the evolving context of responsible leadership and marketing. The module aims to introduce business students to the idea and value of developing personal and professional attributes from a number of perspectives including ethical and entrepreneurial; tolerant and innovative; managing diversity; sustainable practices; and responsible and responsive. Being responsible in business practices and approaches is considered within the broader framework of sustainable management which ethical, responsible, innovative, 'daring to care', management.

By the end of this course learners will be able to:

1. Develop an understanding of the scope and interrelationships between marketing and sustainability, demonstrating how CSR and Sustainability models and theories can be applied to modern national and international organisations.

2. Identify how creativity and technology impact on ethical organisational operations and marketing communications.

3. Recognise how organisations develop strategic sustainable marketing campaigns in order to become good corporate citizens whilst remaining profitable.

4. Critically evaluate how leadership, culture and society impact on innovative sustainable marketing initiatives and consumer behaviour.

5. Apply skills to plan and design responsible business transformations.

Course Format: from June 17 - 21, 6 hours per day, AM & PM

One of the key differences that digital channels offer to the traditional offline communications is that each of the interactions creates a trace which can be tracked. Analysing these interactions can be used for improving the value proposition to future customers.

These data points are the “new oil” for entrepreneurs and intrapreneurs looking for innovative ways to get closer to customers’ needs.  Digital channels such as search engines and social media have transformed the way that organisations engage with their audiences. Marketers now have more data than ever to learn about their prospective customers, learn about their “pain points” and “trust points” and use this data to develop new products and services. 

The course will introduce learners to thinking tools such as Buyer Persona - for focusing digital marketing communications strategy; keyword research – to identify opportunities through past search behaviour; netnography – to study online communities; Buyer Persona Spring – to develop a customer centric communication strategy; Business Model Canvas – to map out the business proposition as well as risk assessment and the use of Gantt chart. 

The aim of this course is to introduce the digital marketing opportunities and highlight strategic planning and thinking tools to structure their digital marketing activities. The course helps to shape the development of digital marketing strategy and its implementation and assessment.

By the end of this course learners will be able to:

• Understand a range of digital marketing related concepts and planning tools and techniques.
• Understand and apply value proposition and business models in digital settings and organisations.
• Critically assess the role of digital marketing in marketing strategy.
• Develop digital marketing strategic and operational plans.

Course Format: from June 24 - 28, 6 hours per day, AM & PM

In the age of the ‘Digital Enterprise’, technology disruption has become omnipresent. It is helping organisations, in every industry, use information to make choices about what markets to pursue, create business advantages, gain competitive differentiation and manage costs.

The central ingredient: Data.

To take advantage of the intelligence enabled by the collection of Data, one must understand the methodologies, processes, architectures, and technologies that transform raw data into meaningful and useful information, so that it may be used to integrate more effective strategic, tactical, and operational insights in the decision-making process.

By the end of this course, students should be able:

• To have a much better understanding of disruptive technologies, from the perspectives of technology, intelligence and business, including: Big Data, Cloud Computing, Data Analytics and Artificial Intelligence.
• To understand the steps in the transformation of data collection to decision making.
• To develop a roadmap to conduct transformation, delivering business-value through technology disruption.

Course Format: from July 1 - 5, 6 hours per day, AM & PM

This course addresses a recent and important strategic imperative in an integrative way: Using Big Data, Artificial Intelligence, and connected devices to serve customers. 

These ‘disruptive technologies’ are currently turning everything upside down, enabling a quick, individualized and resource-efficient form of customer management. The field of Marketing is especially well placed to profit from Big Data as it facilitates a shift from an isolated view of consumer behaviour to a holistic understanding of customer needs. 

By the end of this course, students should be able:

• To understand how Big Data, Artificial Intelligence, and the Internet of Things impact marketing strategies
• To apply the learned concepts on practical examples and real life cases
• To develop strategies on how to create customer value with innovative technologies
• To critically reflect on the opportunities and challenges of innovative technologies