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Grenoble INP - UGA
Diversité scientifique et technologique
L'école d'ingénieurs de physique, électronique, matériaux
Diversité scientifique et technologique

> Formation

Business Marketing (in English) - 4PMCBMA6

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  • Volumes horaires

    • CM : 10.0
    • TD : 10.0
    Crédits ECTS : 2.0

Objectifs

Fundamentals of marketing applied to the innovation challenges of the automobile industry

The objectives of this course are to gain an understanding of:

  • the fundamental principles of marketing
    -develop analytical and decision-making capacities in terms of marketing and strategy
    -Use case studies and value proposition design to study the future of the automotive sector.
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The goal of this course is to explore decision making in regards to disruptive trends.

This module will be a shared learning environment; we will use a mix of facilitated learning, lecturing, case studies, group work, student presentations and reflection on personal experience to achieve insights on the topic of what the fundamental principles of marketing are, what tools are used for market analysis; market segmentation, targeting and positioning.

The second part of the class will use the tools discussed earlier to specifically address the metamorphosis of the automobile industry, its competitive landscape and the current innovation challenges posed by open collaborative innovation, autonomous driving or mobility as a service.

Session content:
Module 1: Towards a definition of Marketing
-Markets and value propositions
-From human values to consumption values
Module 2: Tools for market analysis and innovation marketing

Group activity: In groups present your analysis of the assigned cases:

  • Tesla motors: Disrupting the auto industry? 23/11
  • Mobileye: The Future of Driverless Cars 30/11
  • The Renault-Nissan Alliance 7/12


Prérequis

Please read:
http://soloway.pbworks.com/w/file/fetch/46695705/The%20Innovators%20Dilemma.pdf

In this session we will look at the interior and exterior tools for market analysis

  • PESTLE
  • Porter’s 5 forces
  • SWOT
  • BCG
  • Brand’s identity Prism

Automotive insights: transformation of the car industry. Roland Berger
https://www.nytimes.com/2017/09/10/business/china-electric-cars.html?mcubz=3
https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/davidkiley5/2016/01/05/fords-mark-fields-is-all-about-mobility-and-tech-links-with-google-and-amazon/&refURL=https://www.google.fr/&referrer=https://www.google.fr/

Contrôles des connaissances

Semestre 7 - L'examen existe uniquement en anglais 



Informations complémentaires

Semestre 7 - Le cours est donné uniquement en anglais EN

Cursus ingénieur->Advanced Materials (AM)->Semestre 7
Cursus ingénieur->Master RI FAME->Semestre 7
Cursus ingénieur->EPEE->Semestre 7
Cursus ingénieur->GEN->Semestre 7
Cursus ingénieur->SIM->Semestre 7
Cursus ingénieur->Cursus Internationaux->Semestre 7
Cursus ingénieur->PNS->Semestre 7
Cursus ingénieur->SEI->Semestre 7
Cursus ingénieur->Cours communs->Semestre 7
Cursus ingénieur->BIOMED->Semestre 7
Cursus ingénieur->SICOM->Semestre 7
Cursus ingénieur->Master RI AMIS->Semestre 7

Bibliographie

• Automotive insights: transformation of the car industry. Roland Berger
• https://www.nytimes.com/2017/09/10/business/china-electric-cars.html?mcubz=3
• https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/davidkiley5/2016/01/05/fords-mark-fields-is-all-about-mobility-and-tech-links-with-google-and-amazon/&refURL=https://www.google.fr/&referrer=https://www.google.fr/

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mise à jour le 26 novembre 2015

Université Grenoble Alpes