Master en Management Général Cadres
Une approche globale du management pour les cadres supérieurs
"Les entreprises recherchent souvent des managers généralistes capables, à partir d'une compétence initiale forte, de diriger une activité dans toutes ses dimensions techniques, humaines et managériales. Au-delà de l'acquisition de méthodes et techniques de gestion, l'accent est porté dans ce programme sur les capacités d'adaptation et d'ouverture notamment dans un contexte international. Le Master MG reprend à son actif les variables clefs du succès du DESS CAAE. Proposé par accès direct en Master 2, il s'inscrit dans le dispositif LMD, modèle européen d'organisation des études supérieures. Le Master MG s'inscrit aussi dans la logique d'une offre de formation globale et cohérente au sein de notre institut en favorisant l'accessibilité à nos MBA (temps complet et temps partiel). Ce rapprochement Master MG / MBA se traduit en outre par :
- Des enseignements communs aux standards de qualité "MBA" exigés par nos accréditations
- Une généralisation de l'utilisation de l'anglais dans une logique de bilinguisme
- La possibilité de réaliser simultanément les deux cursus ou d'accéder ultérieurement à nos MBA
- Une individualisation des parcours permet de répondre aux attentes des participants (choix d'options et séminaires) au-delà des enseignements fondamentaux du management."
Didier Yon, Responsable Pédagogique
Organisation des programmes
Si vous êtes en activité
Que vous veniez au titre du plan de formation de votre entreprise, en congé individuel de formation ou à titre personnel, vous avez le choix entre deux formations :
- Master MG temps partiel : Les cours sont répartis sur 2 ans, 1 semaine intensive d’intégration puis 2 jours tous les 15 jours, du jeudi 17h au samedi 13h.
- Master MG temps complet : Les études se déroulent à temps complet pendant 9 mois à partir de mi-septembre.
Si vous êtes demandeur d'emploi
Le MASTER MG intensif est éligible dans le cadre du PARE.
Objectif
- Former des cadres managers
- Favoriser la réorientation de carrière de cadres de haut niveau, vers des activités plus managériales comme :
- le management d’une équipe
- le management d’un projet
- le management d’une activité.
Recrutement
Critères
- Un diplôme de haut niveau (Ingénieur, Master, Maîtrise “ancien régime”, dans un domaine de compétence “hors management” ou un niveau équivalent : diplômes étrangers , VAE...
La sélection des candidats vise à rassembler des profils très différents. - Une expérience professionnelle solide de plusieurs années en entreprise avec des responsabilités d'encadrement.
- Un bon niveau d’anglais est nécessaire car l'essentiel de l'enseignement est délivré dans cette langue.
Modalités
- Dossier de candidature
- Test d'Aptitude à la Gestion des Entreprises (TAGE/MAGE) ou un test GMAT récent
- Test de niveau d’anglais : TOEFL, TOIEC, IELTS datant de moins de deux ans.
- Entretien d'évaluation de l'adéquation du projet personnel du candidat et de la formation IAE Aix.
Processus pédagogique
- Une promotion limitée pour faciliter l’interaction et le suivi personnalisé.
- Une formation au travail en équipe : les cadres sont répartis en équipes d’origines diversifiées, pour préparer au travail interdisciplinaire et permettre l'intégration des différences.
- Des jeux de simulation d’entreprise dont l’objectif est double : créer une synergie entre participants et les mettre en situation de prise de décisions.
- Une utilisation de bases de données documentaires et financières et l'exploitation systématique des ressources internet.
- Une ouverture internationale : bilinguisme des enseignements, revues et ouvrages internationaux et séminaires animés par des personnalités étrangères.
Structure et contenu de la formation
Compétences fonctionnelles
Comptabilité financière
- système comptable et son fonctionnement, normes IFRS
- Les principales écritures comptables,
- Les écritures d’inventaire,
- La réalisation des documents financiers (bilan, compte de résultat).
Contrôle de Gestion
- La problématique des coûts dans l’entreprise,
- L’accumulation des coûts,
- L’allocation des coûts,
- Les coûts prévisionnels, standards et budgets,
- L’analyse des écarts,
- Le processus budgétaire.
Analyse Financière (Fin 1)
- Démarche du diagnostic financier,
- Performances et rentabilité,
- Risques et équilibre financier.
Décisions Financières (Fin 2)
- Rationalité financière et évaluation des actifs financiers,
- Décision d’investissement et environnement certain et risqué,
- Décision de financement : coût et structure de financement,
- Eléments de gestion financière à court terme,
- La couverture des risques par les instruments financiers.
Environnement Economique
- Mesure et évaluation des performances de l’économie nationale,
- Analyse des grands équilibres,
- Financement de l’économie,
- Politique monétaire et budgétaire,
- Intégration monétaire européenne.
Droit des Affaires
- Droit des contrats,
- Droit des sociétés,
- Droit de la concurrence.
Gestion des Ressources Humaines
- Suivi et évaluation de la GRH,
- Choix du contrat de travail et ses implications,
- Représentation du personnel dans l’entreprise,
- Gestion prévisionnelle des emplois et des compétences,
- Gestion des carrières et développement des hommes,
- Gestion des rémunérations.
Marketing
- L’orientation-client,
- La conception d’une stratégie marketing,
- L’étude de marché, Plan marketing.
Options
Les participants doivent suivre des modules optionnels, parmi ceux proposés (plus d’une vingtaine).
Exemples :
- Communication de crise,
- Entrepreneuriat,
- Marketing des services,
- Management des achats,
- Gestion de la trésorerie d’une PME et négociation bancaire,
- Négociations juridiques internationales…
Compétences transverses
Management stratégique
- Analyse de l’environnement,
- Démarche stratégique (positionnements, modes concurrentiels, alternatives et choix stratégiques),
- Stratégies de différenciation,
- Stratégies de positionnement et stratégies de mouvement,
- Compétences centrales
Dossier transverse
Monographie d’une société cotée internationale
- Analyse stratégique
- Analyse financière
- Analyse marketing
- Soutenance devant un jury.
Management de projet
- Le projet et ses acteurs,
- Enjeux et raisons d’échecs,
- Cycle de vie d’un projet,
- Pilotage et communication.
Capacités relationnelles et personnelles
Développement relationnel dynamique des équipes, Team Building
- La communication : généralités, mécanismes.
- Le modèle de l’analyse transactionnelle.
- Accroître la connaissance de soi, des autres et de la relation.
- Sortir gagnant des négociations et des situations conflictuelles.
- Les bras de levier de la motivation.
- Le modèle du management situationnel.
- Les différents styles de management en fonction de la situation et du degré d’autonomie du collaborateur.
- La dynamique de groupe et les différentes formes de leadership.
Jeu polygame
- Compréhension du fonctionnement global d’une entreprise,
- Présentation des principaux domaines de la gestion dans un contexte opérationnel,
- Création d’un esprit d’équipe entre les participants,
- Prise de décision en temps réel.
Business English
Une formation intensive d'anglais est offerte en pré-rentrée sur 2 semaines (fin août / début septembre).
Séminaires internationaux (à choisir parmi ceux proposés)
Séminaires d'ouverture et non de spécialisation, les séminaires internationaux sont délivrés en anglais par des intervenants étrangers. Communs à tous les programmes de l'IAE Aix, ils assurent ainsi une transversalité entre des groupes diversifiés. Les méthodes pédagogiques utilisées privilégient l'interactivité.
Identifying a career Path that suits you
Français
– 21 hrs.
– Sem. 2
– 0 ECTS
– ACKER Bill
o Using psychological tests to look at yourself to see what kinds of jobs you would find congenial and where your personal qualities would bring you success o Looking underneath the job titles in your CV and the course titles of your formal studies and qualifications to understand the themes that run through your career o Looking underneath the job titles of careers you might pursue to appreciate the competences involved and interpersonal styles appropriate to those careers
o Using psychological tests to look at yourself to see what kinds of jobs you would find congenial and where your personal qualities would bring you success o Looking underneath the job titles in your CV and the course titles of your formal studies and qualifications to understand the themes that run through your career o Looking underneath the job titles of careers you might pursue to appreciate the competences involved and interpersonal styles appropriate to those careers
Project Management
Français
– 21 hrs.
– Sem. 2
– 0 ECTS
– John ALGAR
The seminar objective is to provide participants with the basic skills of Project Management and to understand the role that it has in achieving business strategy. Specific objectives are: To understand the relationship between project objectives and business objectives. To learn the basic tools and techniques of modern project management o To identify the work requirements of each project o To create achievable plans based on the work required o To understand the issues relating to monitoring and control To understand the elements of project risk management To recognise the value of effective teamwork and management and their contribution to the success of a project. To improve personal and team skills
The seminar objective is to provide participants with the basic skills of Project Management and to understand the role that it has in achieving business strategy. Specific objectives are: To understand the relationship between project objectives and business objectives. To learn the basic tools and techniques of modern project management o To identify the work requirements of each project o To create achievable plans based on the work required o To understand the issues relating to monitoring and control To understand the elements of project risk management To recognise the value of effective teamwork and management and their contribution to the success of a project. To improve personal and team skills
Global Presentation and Public Speaking Skills
Français
– 21 hrs.
– Sem. 2
– 0 ECTS
– Fiona CASEY
This seminar was originally developed for the key commercial managers of international advertising agencies who wanted to able to acquire an easy, fast yet effective approach to making presentations. Since then, it has been offered in multinationals for managers from more than 25 countries who work with colleagues and clients from around the world. Indeed, making presentations in front of international audiences has become a skill that managers are expected to master and yet many are unprepared for the challenge. This course, for the students of IAE, allows them to hone their presentation skills for international audiences. At the end of the session, they should be able to: - gain awareness of diverse cultural expectations in communication and set realistic objectives for their presentation, - adapt their presentation style for an international audience and acquire techniques to structure it in an appropriate way, - overcome « stage fright » and enjoy speaking in public. Participants will be able to use what they have learned in the seminar not only at IAE but also in their future professional context.
This seminar was originally developed for the key commercial managers of international advertising agencies who wanted to able to acquire an easy, fast yet effective approach to making presentations. Since then, it has been offered in multinationals for managers from more than 25 countries who work with colleagues and clients from around the world. Indeed, making presentations in front of international audiences has become a skill that managers are expected to master and yet many are unprepared for the challenge. This course, for the students of IAE, allows them to hone their presentation skills for international audiences. At the end of the session, they should be able to: - gain awareness of diverse cultural expectations in communication and set realistic objectives for their presentation, - adapt their presentation style for an international audience and acquire techniques to structure it in an appropriate way, - overcome « stage fright » and enjoy speaking in public. Participants will be able to use what they have learned in the seminar not only at IAE but also in their future professional context.
Creativity Builds Business
Français
– 21 hrs.
– Sem. 2
– 0 ECTS
– CLOUTIER Guy
Ghandi,his thoughts and relevance in modern management
Français
– 21 hrs.
– Sem. 2
– 0 ECTS
– JAIN J.K.
Sales Management
Français
– 21 hrs.
– Sem. 2
– 0 ECTS
– Gorm KUNOE (Norway)
The seminar objective is to provide participants with some knowledge of marketing and sales to understand the crucial role of the sales plan, and the importance the management of this crucial plan has for any market oriented company. Specific objectives are: 1. To understand the importance of sales and sales management to the company 2. To learn how important the individual managers’ selling skills are to the organisation a. How the sales manager stand out as a person b. How the company’s organisation should interact with the sales plan 3. To understand how marketing and selling should interact 4. To improve personal attitude to selling and the correct and effective management of sales
The seminar objective is to provide participants with some knowledge of marketing and sales to understand the crucial role of the sales plan, and the importance the management of this crucial plan has for any market oriented company. Specific objectives are: 1. To understand the importance of sales and sales management to the company 2. To learn how important the individual managers’ selling skills are to the organisation a. How the sales manager stand out as a person b. How the company’s organisation should interact with the sales plan 3. To understand how marketing and selling should interact 4. To improve personal attitude to selling and the correct and effective management of sales
Business Ethics
Français
– 21 hrs.
– Sem. 2
– 0 ECTS
– PAINTER Mollie
Leadership and the Management of Cross-Functional Teams
Anglais
– 21 hrs.
– Sem. 1
– 3 ECTS
– Thomas SHERMAN (Switzerland)
The programme focuses on the leadership of cross-functional project teams and task forces established to achieve a specific objective in a limited time frame – particularly in the area of product innovation and product design. More specifically, the course explores the “internal dynamics” of such work groups: recognising, understanding and managing the interpersonal relationships between team members and the impact those dynamics have on overall team effectiveness. The different dimensions of “team life” explored include: understanding sources of interpersonal compatibility and incompatibility; managing conflicts and differences of opinion within a range of behavioural styles; identifying two types of roles (task and maintenance) critical to the efficient and effective long-term functioning of teams; identifying and using a range of “influence styles” with people (peers, superiors and external clients) over whom one possesses no hierarchical authority; developing a critical but neglected competency in managing “ad hoc / temporary” work groups: the power of observing behaviour in order to influence it. Beyond the dynamics of teams, we will also explore the following issues: leadership strategy (the matching of leadership style to collaborators’ developmental needs); leadership career responsibility (matching people to the right job and right organisation); and differences in styles of perceiving and analysing information (managing differences of opinion emerging from diverging interpretations of data).
The programme focuses on the leadership of cross-functional project teams and task forces established to achieve a specific objective in a limited time frame – particularly in the area of product innovation and product design. More specifically, the course explores the “internal dynamics” of such work groups: recognising, understanding and managing the interpersonal relationships between team members and the impact those dynamics have on overall team effectiveness. The different dimensions of “team life” explored include: understanding sources of interpersonal compatibility and incompatibility; managing conflicts and differences of opinion within a range of behavioural styles; identifying two types of roles (task and maintenance) critical to the efficient and effective long-term functioning of teams; identifying and using a range of “influence styles” with people (peers, superiors and external clients) over whom one possesses no hierarchical authority; developing a critical but neglected competency in managing “ad hoc / temporary” work groups: the power of observing behaviour in order to influence it. Beyond the dynamics of teams, we will also explore the following issues: leadership strategy (the matching of leadership style to collaborators’ developmental needs); leadership career responsibility (matching people to the right job and right organisation); and differences in styles of perceiving and analysing information (managing differences of opinion emerging from diverging interpretations of data).
Negotiation
Français
– 21 hrs.
– Sem. 2
– 3 ECTS
– Robert THOMAS (USA)
Negotiation is the art and science of securing an agreement. This seminar is designed to develop and enhance your negotiation skills. You will learn the most current negotiation theories and techniques while simultaneously employing your learning in a series of negotiation exercises and role-play simulations. The seminar focuses on understanding the behavior of individuals, groups and organizations in the context of competitive situations. The course is designed to be relevant to a broad spectrum of negotiation problems that are faced by any manager whose duties require interpersonal contact.
Negotiation is the art and science of securing an agreement. This seminar is designed to develop and enhance your negotiation skills. You will learn the most current negotiation theories and techniques while simultaneously employing your learning in a series of negotiation exercises and role-play simulations. The seminar focuses on understanding the behavior of individuals, groups and organizations in the context of competitive situations. The course is designed to be relevant to a broad spectrum of negotiation problems that are faced by any manager whose duties require interpersonal contact.
Coaching for Performance
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Eoin BANAHAN (UK)
The object of this seminar is to explore the growing importance of “coaching”, as an effective management and leadership tool and familiarise participants as to how it can be used to improve individual and organisational performance. Specifically, participants will: • Explore the concept and practice of coaching as an appropriate approach to managing people in today’s organisations. • Become familiar with contemporary models of coaching and learn to apply them. • Learn how to structure a coaching session and practice key learnings.
The object of this seminar is to explore the growing importance of “coaching”, as an effective management and leadership tool and familiarise participants as to how it can be used to improve individual and organisational performance. Specifically, participants will: • Explore the concept and practice of coaching as an appropriate approach to managing people in today’s organisations. • Become familiar with contemporary models of coaching and learn to apply them. • Learn how to structure a coaching session and practice key learnings.
Culture Awareness and Intercultural competence
Français
– 21 hrs.
– Sem. 2
– 3 ECTS
– Christoph BARMEYER (Germany/France)
Domestically and globally, the multicultural workforce has become a reality: Global firms must understand the cultural dynamics and have to manage cross-cultural interaction throughout the organization, from the shop floor to the executive committee. This course addresses the challenges managers face when working in international and multicultural environments. It is designed to develop cultural awareness, knowledge and competencies. Such skills are required in collaborative processes to deal with human systems as multinational teams or global organizations. This course will • provide the students with a theoretical background concerning culture, management and human resources • encourage cultural awareness, knowledge and competencies by self-experience • help to overcome intercultural communication barriers
Domestically and globally, the multicultural workforce has become a reality: Global firms must understand the cultural dynamics and have to manage cross-cultural interaction throughout the organization, from the shop floor to the executive committee. This course addresses the challenges managers face when working in international and multicultural environments. It is designed to develop cultural awareness, knowledge and competencies. Such skills are required in collaborative processes to deal with human systems as multinational teams or global organizations. This course will • provide the students with a theoretical background concerning culture, management and human resources • encourage cultural awareness, knowledge and competencies by self-experience • help to overcome intercultural communication barriers
Management Learning from the Arts
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Ariane BERTHOIN ANTAL (Germany/France/USA), Sybren TIJMSTRA (Netherlands)
The purpose of this seminar is to enable the participants to gain some insight into how the arts can • enhance their understanding of the experience economy trend • expand their approach to managing innovation and change • enrich their development as leaders The seminar will draw illustratively on multiple forms of art with diverse media inputs.
The purpose of this seminar is to enable the participants to gain some insight into how the arts can • enhance their understanding of the experience economy trend • expand their approach to managing innovation and change • enrich their development as leaders The seminar will draw illustratively on multiple forms of art with diverse media inputs.
Conflict resolution tools for Managers
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Jeanne CAPODANO (France and Canada)
- Discover your own conflict resolution style, what are your assets and what skills you might need to develop. - Learn about the causes of conflict, the influence of individual perceptions, the place of feelings and needs. - Explore several conflict resolution tools to resolve workplace conflicts in a constructive manner: active listening, non-violent communication, “the evaporating cloud” process, mediation. - Improve your skills with practical exercises. - Assess your skills and progress with a daily journal and personal summary on the last day (this work will be considered as the seminar assignment).
- Discover your own conflict resolution style, what are your assets and what skills you might need to develop. - Learn about the causes of conflict, the influence of individual perceptions, the place of feelings and needs. - Explore several conflict resolution tools to resolve workplace conflicts in a constructive manner: active listening, non-violent communication, “the evaporating cloud” process, mediation. - Improve your skills with practical exercises. - Assess your skills and progress with a daily journal and personal summary on the last day (this work will be considered as the seminar assignment).
Philosophy and Business
Anglais
– 21 hrs.
– Sem. 1
– 3 ECTS
– Paul CLAUDEL (France)
A good look at leadership from a brand new perspective. The seminar will emphasize a series of key factors that leaders must pay attention to to improve people’s performance and…happiness. The brainstorming will be bases on the use of a philosophical approach versus a psychological one.
A good look at leadership from a brand new perspective. The seminar will emphasize a series of key factors that leaders must pay attention to to improve people’s performance and…happiness. The brainstorming will be bases on the use of a philosophical approach versus a psychological one.
Mergers and Acquisitions: A Non-Financial Perspective to Success
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Nancy HUBBARD (USA/UK)
The objective of this seminar is to help participants better understand the complexities and issues facing companies which acquire. These topics covered will be: Target selection and strategy Pre-acquisition planning The psychology of acquiring Communication during acquisition Acquisition implementation Approaching joint ventures and alliances The information will be illustrated through theories, case studies, practical consulting tools, exercises and debate.
The objective of this seminar is to help participants better understand the complexities and issues facing companies which acquire. These topics covered will be: Target selection and strategy Pre-acquisition planning The psychology of acquiring Communication during acquisition Acquisition implementation Approaching joint ventures and alliances The information will be illustrated through theories, case studies, practical consulting tools, exercises and debate.
Corporate Responsibility
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Ticiano Costa JORDAO (Czech Republic)
The course aims to train professionals in order to develop business strategies in which are incorporated the interests of all stakeholders: clients/customers, employees, shareholders and the communities under the area of influence of the organization, besides considering the environmental aspects and impacts of their services and products, in all their production stages. The course offers theoretical and practical notions based on case studies of different public and private organizations. During the course the following topics will be discussed: Evolutionary historic of business mentality in the organizations all over the world. Benefits of the Corporate Responsibility in the organizations. Definition of the main concepts related to the partner-environmental responsibility (triple bottom line, etc). The application of the Corporate Responsibility in the whole supply chain. Supporting tools for the development of a sustainable corporate strategy and monitoring of results sustainability indicators and elaboration of Corporate Responsibility reports ( A large variety of case studies related to the application of the Corporate Responsibility in different organizations in the world will illustrate theses discussions.
The course aims to train professionals in order to develop business strategies in which are incorporated the interests of all stakeholders: clients/customers, employees, shareholders and the communities under the area of influence of the organization, besides considering the environmental aspects and impacts of their services and products, in all their production stages. The course offers theoretical and practical notions based on case studies of different public and private organizations. During the course the following topics will be discussed: Evolutionary historic of business mentality in the organizations all over the world. Benefits of the Corporate Responsibility in the organizations. Definition of the main concepts related to the partner-environmental responsibility (triple bottom line, etc). The application of the Corporate Responsibility in the whole supply chain. Supporting tools for the development of a sustainable corporate strategy and monitoring of results sustainability indicators and elaboration of Corporate Responsibility reports ( A large variety of case studies related to the application of the Corporate Responsibility in different organizations in the world will illustrate theses discussions.
Market Innovation and Technology-Market Transfer
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Luis Filipe LAGES (Portugal)
The seminar objectives are: to become familiar with the importance of product innovation in modern organizations, to demonstrate the importance of taking into consideration stakeholders’ needs and requirements in innovation as well as in any management decision. to understand how diverse tools and techniques from different management fields might be combined to allow firms to compete in a complex and ever changing global context to learn: o how to create a successful innovation, o how to apply the process of technology-market transfer, o the process of new product development, o how to bring a product into a new market.
The seminar objectives are: to become familiar with the importance of product innovation in modern organizations, to demonstrate the importance of taking into consideration stakeholders’ needs and requirements in innovation as well as in any management decision. to understand how diverse tools and techniques from different management fields might be combined to allow firms to compete in a complex and ever changing global context to learn: o how to create a successful innovation, o how to apply the process of technology-market transfer, o the process of new product development, o how to bring a product into a new market.
Brand Management
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Peter REED (Australia)
The seminar objective is to provide participants with the basic skills of brand management and to understand the role that brands play within an overall business strategy. Specific objectives are to: To provide an understanding of the brand concept To provide an understanding of the role of brand management To learn the basic tools and techniques of modern brand management including: o Managing co-branding strategies o Branding at the corporate level o Umbrella branding strategies o Individual branding strategies o Branding in developing markets o Global branding strategies To provide students with the tools to develop effective branding strategies
The seminar objective is to provide participants with the basic skills of brand management and to understand the role that brands play within an overall business strategy. Specific objectives are to: To provide an understanding of the brand concept To provide an understanding of the role of brand management To learn the basic tools and techniques of modern brand management including: o Managing co-branding strategies o Branding at the corporate level o Umbrella branding strategies o Individual branding strategies o Branding in developing markets o Global branding strategies To provide students with the tools to develop effective branding strategies
Strategic Communication for Tomorrow's Global Leaders
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Marietjie WEPENER
The main aim of the programme is to focus on the importance of strategic leadership communication. The objectives are: - To identify the leader’s communication role in different contexts and to integrate it successfully with the rest of the management process - To become acquainted with basic leadership communication competencies required to communicate effectively in demanding situations - To investigate the leader’s role in engaging in strategic long-term relationships with key stakeholder groups in order to contribute to building strong reputations - To understand and manage complex communication challenges (communication for change, crisis management, media management and globalisation) - To emphasise the importance of an integrated communication approach
The main aim of the programme is to focus on the importance of strategic leadership communication. The objectives are: - To identify the leader’s communication role in different contexts and to integrate it successfully with the rest of the management process - To become acquainted with basic leadership communication competencies required to communicate effectively in demanding situations - To investigate the leader’s role in engaging in strategic long-term relationships with key stakeholder groups in order to contribute to building strong reputations - To understand and manage complex communication challenges (communication for change, crisis management, media management and globalisation) - To emphasise the importance of an integrated communication approach
Strategic Management of Innovation for Competitive Advantage
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Robert DE FILLIPPI (USA)
This primary purpose of the seminar is to examine how innovation can be a source of competitive advantage for firms. Seminar participants will learn the following: The many types of innovation and why it is so difficult to innovate How to identify an innovation’s potential impact on markets and competition Why firms often reject radical innovations and the consequences of those choices How customers and technology adoption cycles influence innovation adoption and success How to utilize innovation strategically to foster a company’s growth and competitive success.
This primary purpose of the seminar is to examine how innovation can be a source of competitive advantage for firms. Seminar participants will learn the following: The many types of innovation and why it is so difficult to innovate How to identify an innovation’s potential impact on markets and competition Why firms often reject radical innovations and the consequences of those choices How customers and technology adoption cycles influence innovation adoption and success How to utilize innovation strategically to foster a company’s growth and competitive success.
Managing and Marketing Global Brands
Français
– 21 hrs.
– Sem. 2
– 0 ECTS
– FRANCH Josep
One of the effects of globalisation has been the increase in the number of global brands, which are representing a higher percentage of the earnings of multinational or global firms. Effectively managing and marketing these global brands is a challenge for many organisations at a time where companies are becoming more and more complex. This seminar sets out to provide some clues on the challenges an international marketer may face in trying to manage and market a brand in the global market. Real and current case studies will be discussed in the seminars. Students are therefore advised that they are expected to read and prepare the cases and the seminar materials before and during the seminar. By the end of the seminar, students should be able to analyse the competitive position of a brand in the global market, design alternative marketing strategies, and develop the corresponding marketing mix for a global market.
One of the effects of globalisation has been the increase in the number of global brands, which are representing a higher percentage of the earnings of multinational or global firms. Effectively managing and marketing these global brands is a challenge for many organisations at a time where companies are becoming more and more complex. This seminar sets out to provide some clues on the challenges an international marketer may face in trying to manage and market a brand in the global market. Real and current case studies will be discussed in the seminars. Students are therefore advised that they are expected to read and prepare the cases and the seminar materials before and during the seminar. By the end of the seminar, students should be able to analyse the competitive position of a brand in the global market, design alternative marketing strategies, and develop the corresponding marketing mix for a global market.
Leading Change Projects
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Georg KRAUS (Germany), IS
Change management can be seen from two perspectives – from those implementing the change and from the recipients of change. The view of change management varies strongly if you are the manager demanding the change versus the employee who may be unsure what the consequences are for him. These two views of change management can be referred to as: • Organizational change management • Individual change management In this seminar the student will learn how to lead change processes in such a way to : • minimize the unfavourable and minimise the positive ones • avoid unnecessary turnover or loss of valued employees • eliminate any adverse impact on your customers • achieve the desired business outcomes as soon as possible
Change management can be seen from two perspectives – from those implementing the change and from the recipients of change. The view of change management varies strongly if you are the manager demanding the change versus the employee who may be unsure what the consequences are for him. These two views of change management can be referred to as: • Organizational change management • Individual change management In this seminar the student will learn how to lead change processes in such a way to : • minimize the unfavourable and minimise the positive ones • avoid unnecessary turnover or loss of valued employees • eliminate any adverse impact on your customers • achieve the desired business outcomes as soon as possible
Sustainable Development in Business: Green Wash or genuine commitment?
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– René MORETTI (France), IS
Sustainability, despite being a relatively new term, has already been overused and corrupted, and Business is generally considered as greatly being responsible in the present failure of sustainable development. This is right and wrong: There are a lot of bad, but also good examples, but it is clear that what has been positively done is far from being enough. The seminar is intended • to define what actually is sustainable development: the only way to leave a viable heritage to future generations, and therefore a major objective for human being • to analyse the drivers and the effects of business activity, and particularly in global companies • to discuss sustainable indicators and ways to address value creation • to design a practical management process that can be useful for any decision-maker who intends to contribute to building a more sustainable world
Sustainability, despite being a relatively new term, has already been overused and corrupted, and Business is generally considered as greatly being responsible in the present failure of sustainable development. This is right and wrong: There are a lot of bad, but also good examples, but it is clear that what has been positively done is far from being enough. The seminar is intended • to define what actually is sustainable development: the only way to leave a viable heritage to future generations, and therefore a major objective for human being • to analyse the drivers and the effects of business activity, and particularly in global companies • to discuss sustainable indicators and ways to address value creation • to design a practical management process that can be useful for any decision-maker who intends to contribute to building a more sustainable world
Multinational Corporate Strategy and Competitiveness – US Perspective and Experience
Anglais
– 21 hrs.
– Sem. 2
– 3 ECTS
– Richard TORRISI (USA), IS
The primary purpose of the seminar is to analyze the global competitiveness and strategies of U.S. firms and compare their experience with and applicability to non-U.S. firms. • To provide participants with a general understanding of the process of strategy formulation and implementation by U.S.based global companies. • To examine the strategies by which these firms enhance their global competitiveness. • To review their performance in the context of their strategic objectives in the current global economic environment. • To assess the relevance of traditional models of strategy formulation and environmental scanning.
The primary purpose of the seminar is to analyze the global competitiveness and strategies of U.S. firms and compare their experience with and applicability to non-U.S. firms. • To provide participants with a general understanding of the process of strategy formulation and implementation by U.S.based global companies. • To examine the strategies by which these firms enhance their global competitiveness. • To review their performance in the context of their strategic objectives in the current global economic environment. • To assess the relevance of traditional models of strategy formulation and environmental scanning.
Responsable pédagogique :
Didier YON
Renseignements :
Marion Moreau
Responsable Administrative Master/MBA temps complet
marion.moreau(at)iae-aix.com
Tél. : +33 (0)4 42 28 08 55
Sylvie Pennes
Responsable formation continue
Responsable Administrative Master/MBA temps partiel
sylvie.pennes(at)iae-aix.com
Tél +33 (0)4 42 28 08 56