SPECIALISATION «French Marketing Excellence» Global Syllabus

Transcription

1 SPECIALISATION «French Marketing Excellence» Global Syllabus Faculty in charge : Dr. Michele AMBAYE michele.ambaye@esc-pau.fr

2 Course Overview 1) 2) 3) 4) 5) 6) 7) 8) Objectives of the French Marketing Excellence (FME) Track Opportunities Key skills and job opportunities French Marketing Course Content Theoretical and professional approaches Assessment Recommended reading Michele Ambaye - Faculty in charge of the FME Track - 2

3 1. Objectives of the French Marketing ExcellenceTrack 3 Objectives : To acquire knowledge in the 4 following sectors: Luxury, Food, Wine & Spirits, French Technology To give students the ability to develop international strategies and operational policies in the Luxury, Food, Wine & French Technology sectors Use professional lish : ALL courses are taught in lish 4 High Growth International Sectors - 3

4 French Marketing Excellence Specialisation 2. Opportunities 4 Key Growth sectors for the South-West Region, France and Europe International Growth forecast in North & South America, Asia, Africa, Russia French companies (Big Corporations and SMEs) are looking for Managers who : Can handle international marketing projects, create an international sales and marketing strategy Have a good grasp of Luxury, Food, Wine & French Technology international markets Can use professional lish - 4

5 3. Key skills and job opportunities Focused on the following: International Marketing Strategies Advertising, Brand Strategy and Design Packaging Digital Revolution Students should be able to : Define international strategies for luxury, food, wine & technical products Know the main characteristics of these 4 sectors Define a global strategy for advertising, design, digital Set up an international sales and marketing strategy Know the main players in worldwide distribution (Wall Mart, Carrefour, Tesco, Hard-Discount ) Use professional lish French Marketing Excellence - future careers: International Brand Manager => Marketing Director Brand Ambassador International Stores Manager (Luxury + Food Sector) Web Marketing & Digital Manager International Design Manager International Advertising Agency Manager Area Export Manager (EMEA) International Sales Development Mananger Category Management / Key Account Manager Marketing Consultant Community Manager - 5

6 4. French Marketing Excellence Course Content ASSESSMENT MODULES COURSES LANGUAGE TEACHING HOURS LUXURY, FASHION, BEAUTY : LUXURY INTERNATIONAL MARKETING MANAGEMENT STRATEGIES Continuous Assessment 30 CCO (50%) EXAM EXA (50%) 2h ECTS FACULTY 4 PATRICK TAFFIGNON INTERCULTURAL MANAGEMENT 15 EXA (50%) 2h SHAHLA RINALDI FRENCH FINE FOOD SECTOR WINE ONLINE 4 6 CCO (50%) MICHELE AMBAYE WINE AND FOOD 6 THIERRY LOREY CANDIA VISIT Company Visit 3 MARYLISE TROUILLET WINE IN USA FRENCH (OLD WORLD) vs USA (NEW WORLD) 30 CCO (50%) EXA (50%) 2h 4 FAIZUL HUQ WINE IN CHAMPAGNE/BORDEAUX/COGN EXA (50%) 30 CCO (50%) FRANCE AC 2h 4 CAROLINE DUSAUTOIR FRENCH TECH AERONAUTICAL INDUSTRY IN EXA (50%) FRANCE - Case studies from 30 CCO (50%) 2h Airbus 4 PHILIPPE MALAVAL DIGITAL TOURISM, FOOD AND WINE PROJECT DIGITAL MARKETING PROJECT 30 CCO (100%) 5 DAVID AMBAYE TOTAL CCO: Continuous Assessment EXA: Final Exam - 6

7 Spécialisation French Marketing Excellence 5. Courses : and professional approaches Gain knowledge in Luxury, Food, Wine & French Tech Products 2/3 of courses are taught by Marketing Professors Gain Professional knowledge from Sales & Marketing Managers of Big Corporations and SMES 1/3 of courses are taught by Professionals : Luxury : Sales Director for Hermes Food : Communication Manager for Candia Wine : Sales Director for LD Vins = Bordeaux Grand Crus French Technology : Daher Aeronautical/ AIRBUS - 7

8 6. Assessment For each module: 1 continuous assessment (50%) and 1 Final exam (50%) Final Exam Continuous Assessment 50% 50% - 8

9 7. Recommended Reading 1/ High Tech and The Digital Revolution - Malaval Ph. et Benaroya C. (2013), Marketing Business to Business, 5 e Edition, Editions Pearson. - Malaval Ph. et Benaroya C. (2013), Aerospace Marketing Management, Editions Springer. 2/ Wine & Spirits Industry - Gallo J. et Charters S. (2014), Economy and Wine Business, Pearson. 3/ Food & Gastronomy - Aurier Ph. et Sirieix L. (2009), Marketing of Agrofood Products, Dunod. 4/ Luxury & Fashion Management - Chevalier M. et Mazzalovo G. (2015), Management & Luxury Marketing, Dunod - Briones E. (2016), Luxury & Digital Marketing, Dunod. - 9

10 8. Dr. Michele AMBAYE, Faculty in charge of the «French Marketing Excellence» track : British Marketing Professor at Pau Business School PhD in Ecommerce (wine and fashion) Fields of interest : Wine, Food, Fashion, Tourism Professional experience: 15 years as an International Marketing Manager/Director in technology and fashion. michele.ambaye@esc-pau.fr (+33) (0)