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Fundamentals of marketing applied to the innovation challenges of the automobile industry
The objectives of this course are to gain an understanding of:
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:
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
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/
Semestre 7 - L'examen existe uniquement en anglais
Semestre 7 - Le cours est donné uniquement en anglais
• 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/
mise à jour le 26 novembre 2015