1

SPORTS DESIGN & COMMUNICATION

Bachelor’s Degree

GO-TO-MARKET MANAGER

Syllabus 2017-18

IUT ANNECY – GEA Department - LP SDC

9 rue de l’Arc en Ciel, BP 240

74942 ANNECY LE VIEUX CEDEX - FRANCE

Program Director : christine.rieu@univ-smb.fr

Contact : Caroline Althey +33 4 50 09 23 08

2

TEACHING UNIT MODULE Responsable teacher hours ECTS S5 S6 Total ECTSTotal

hoursUE1 PROFESSIONAL ENVIRONMENT 1.1 Sports Industry Culture Antoine Haincourt 18 2 2 14 137

1.2 Trade Custumer Expectations Benjamin Thaller 20 2 2

1.3 Value Management Sylvie Tribouillard 18 2 2

1.4 Brand management Thierry Paris, Noémie Poulain 24 2 2

1.5 Intercultural Management (Asia, USA) Thibaut Poupard et Jacques Prallet 24 2 2

1.6 Sustainability Benjamin Marias 18 2 2

1.7 Project Management & coaching C Rieu 15 2 2

UE2 DESIGN 2.1 Basics of sport offer design Christophe Chedal Anglay 33 3 3 15 167

2.2 Design tools: trends, colors, graphics Pierre Francoz 39 3 3

2.3 Product communication support tools Fabrice Hémon 30 3 3

2.4 Project Evaluation Process Martine Roy 20 2 2

2.5 Innovation Management Vincent Capponi & Anne Berthinier-Poncet 20 2 2

2.0 Startup Week - transverse Workshop C Chedal/ B Thaller/C Pergaud, V Capponi 25 2 2

UE3 COMMUNICATION 3.1 Communication Basics Armelle Solelhac 10 2 2 15 150

3.2 Big Idea Rodolphe Cadoret , B Thaller 24 3 3

3.3 Communication Digitalization Frédéric Dumonal & Pierre-Henri Desvignes 30 3 3

3.4 Go-to-market 1 - Trade communication Benjamin Thaller, Claire Muzard, Laetitia Tissot Bonvalot25 3 3

3.5 Go-to-market 2 - Consumer communicationC Pergaud 20 2 2

3.6 Go-to-market 3 - Content management G Decisier, G Desmurs, B Thaller (synthesis) 20 2 2

3.7 Language : LV2 & FLE (facultative) Pôle langues IUT 21 09 11 12 14

UE4 PROJECT C Rieu 6 6 120h/stu

UE5 INTERNSHIP C Rieu 10 10 4 to 6 months

TOTAL 30 30 60 574

** + 30h Visits, Conferences and Fairs

3

MODULE

1.1 SPORT INDUSTRY CULTURE

Person in charge

of the module

Antoine Haincourt Number of

hours :

15h C

With PSTF

& I3S

S5 S6

■

Objectives

Learning about the history and present in the Sports Industry, its main players, groups and

brand leaders. Analyzing strategies and identifying powerful symbols.

Prerequisites /

Content

Knowledge of the industry

a. Segmentation of the sports industry:

(outdoor sports / skiing, surfing, skating / athletics / team sports / water sports)

b. Types of products:

(apparel / footwear / bags / accessories / hard goods)

c. Types of sporting activities:

Expert (intensive, performance, technical…) / fun or extreme (young, thrills, image...) / family or

pleasure (friendly, games, relaxation…) / development of pleasure sports (free, free time,

fitness…) / development of sports lifestyle (sportswear, footwear…).

d. Evolution of product features:

(Comfort / hygiene –safety / versatility / fame / modularity)

e. Brand histories, case studies:

(Athletics/outdoor: Nike, Adidas, Puma, Reebok // Skiing, surfing, skating: Quiksilver, Billabong,

Rip Curl, Volcom /Outdoor: Lafuma, Salomon, Petzl, Patagonia, Rossignol)

Evolution of global sports trends in the 20th century:

Cultural and geographical trends /From niche to mass markets / From structured to free form.

- Origins of outdoor sports including skiing, surfing, skating (convergences of these 2 sectors)

- Important sporting events (Olympics / Football World Cup/ X-Games / Ultra-Trail du Mont

Blanc)

Bibliography

The Name of the game : The business of sports- Jerry Gorman – Kirk Calhoun

The business of sports- Scott Rosner – Kenneth L. Shropshire

EVALUATION An individual written test at the end ; Duration 1 hour.

4

MODULE

1.2 TRADE CONSUMER EXPECTATIONS -GATE KEEPER

Person in charge

of the module

Benjamin Thaller Number of

hours :

20H TD S5 S6

■

Objectives

Give sutdents a first knowledge about main outdoor sports market actors so that they know

“who they are talking to”

Prerequisites First knowledge about Sports Market (Antoine Haincourt)

Content

SALES FORCE & DISTRIBUTION Sales rep jop and Sales force organization. Key constraints of the

job, planning, sample collection management, argumentaires, key dates Direct distribution vs

agents and importers The key stakes of international sales KEY ACCOUNT MANAGEMENT

Organization and management of different kind of distribution networks - Independent &

specialists - Chains - E-tailers IN STORE How are brands and products displayed in store? How

does staff “translate” brands’ sales pitch. Merchandising management according to different

kinds of outlets.

COMMUNICATION What do media expect from brands

PRESCRIPTION Athletes and ambassadors main actions and expectations What do media expect

from brands

Speakers : JC Arvat , J F Moreau (Millet) F Wesse or T Rouault (Frasteya – Snowleader) E

Gavaggio, N Riotord (1997 media)

Bibliography

EVALUATION

5

MODULE

1.3 VALUE MANAGEMENT

Increase Perceived Value and impact of Go To Market programs

Person in charge

of the module

Sylvie TRIBOUILLARD Number of

hours :

18H S5 S6

■

Objectives How to turn a possible economic constraint into a creative opportunity

Requirements

prerequisites

Computer & internet connection during tutorials for possible research on companies sites. Product samples from the outdoor and sports business to illustrate the course. Read the texts below (see Bibliography part).

Content

Introduction

Part 1 : Value chain and Economic constraints

Definition of value

Value chain

Target prices, target costs

Exercises : workshop on value chain and economic constraints

Part 2 : Perceived value & Offer cost control

How to change economic constraint into a new challenge for creativity

Product offer : range analysis

Product offer : cost analysis

How to increase perceived value thanks to a proper cost analysis

Service offer : another business model but same challenge

How to increase perceived value thanks to a proper service analysis

Possible limits and risks

Exercises : workshops on cost analysis - “do more with less” - “do much more with little more”

Part 3 : Optimize the efficiency of the Go To Market budget

How to change economic constraint into a new challenge for creativity

Go To Market : phasing and targets

Go To Market : efficiency criteria

How to optimize the budget of a product or service launch

Possible limits and risks

Exercises : workshops on Go to Market efficiency - “do more with less” - “do much more with little more”

Conclusion : Key Success Factors

Bibliography Links to texts will be provided later.

Evaluation - Multiple choice questionnaire on main concepts covered during the course

- Assessment at the end of each workshop session.

6

MODULE

1.4 BRAND MANAGEMENT

Person in charge

of the module

Thierry PARIS Number of

hours :

12H

S5 S6

■

Objectives

To give the students the understanding & the basic tools

to enable them to analyse the brand(s) they are going to work for next year

Requirements

Prerequisites

Computer & internet connexion during TDs for research on brands and creation of documents

Content

Part 1 : What is a BRAND ? The origin of Brands The definition of a brand Brand capital & brand project Exercices

Part 2 : The ingredients of a BRAND Company ingredients Market ingredients Main consequences for brand management Exercices

Part 3 : Some keys to analyse a BRAND Brand territory Brand contribution Brand audience Brand status Brand relationship Exercices

PART 4 : CONCLUSION / SYNTHESIS

Bibliography

http://www.prodimarques.com/les-marques/anthropologie-de-la-marque.php

EVALUATION After exercise of each part

7

MODULE

1.4 Brand Management : Toolbox and Processes

Person in charge

of the module

Noémie POULAIN Number of

hours :

12H

S5 S6

■

Objectives

Strong brands are different, relevant and consistent. Objectives of this module are to :

- identify your levels of actions to build and manage strong brands (toolbox)

- give you keys to use these tools the right way (processes and methods) Each

part of the course will be supported with examples and illustrations.

Prerequisites /

Content

Part 1 - Identify your levels of actions

1. Your brand has a role

2. Your brand has a voice

3. Your brand is behaving on the market

Part 2 – Learn how to use them : Methods and Processes

1. What to do first, next year, when you take on your job

2. Globally : whatever the project, how to take things the right way

3. Give your projects a good start : focus on the brief

Bibliography

EVALUATION

8

MODULE

1.5 INTERCULTURAL MANAGEMENT

Working with Asia – Exemple of China.

Person in charge

of the module

Thibaut POUPARD

thibaut.poupard@gmail.com

Number of

hours :

12H

9H C + 3H

TD

S5 S6

■

Objectives

To give students an understanding of cultural and working environments in China that leads to

appropriate behaviors and communication strategies in order to manage development projects with

chinese partners.

Prerequisites /

Content

Part 1 : China – Culture and work organization Cultural & industrial context Work organization in a factory Chinese working culture.

Part 2 : Communication and behaviors Build a trusted relationship Understand and being understood Negotiation Communicate improvement opportunities

Part 3 : Project Management with China. Understand role and constraints of development and production: Project stages, deliverables and timings.

Adapt communication to each project stage.

Part 4 : CONCLUSION / SYNTHESIS

Bibliography

EVALUATION Questionnaire after Part 1 & 2. Personal work restitution after Part 3 & 4

9

MODULE

1.5 INTERCULTURAL MANAGEMENT : WORKING WITH USA

Person in charge

of the module

Jacques PRALLET Number of

hours :

12H S5 S6

■

Objectives

To give students an understanding of cultural and working environments in the USA, in particular

in US corporations, leading to appropriate behaviors and communication skills in order to success.

Prerequisites none

Content

Part 1: Introduction Intercultural Management: what does it mean?

Global economy

Presence and influence of multinational companies

Part 2 : Management US management vs European management styles/rules:

- Hierarchical organization - Hierarchical relationship

Accountability: stake holder – responsibility- delivering… Execution is key / Strong emphasis on forecasting process Reporting concept /Risk and opportunities concept /Fact based approach There are no problems, only solutions / Little room for surprise Management main focus: always meeting customer satisfaction “customer is our boss” Job must be conducted within a strict legal frame

Part 3 : Behavior Loyalty /Commitment / Respect and apply company values Rules, codes to adopt and strictly follow within a US company Timely communication What coworkers can do and cannot do

PART 4 : CONCLUSION / SYNTHESIS

US corporation environment encourages professional development when the sum of rules, codes and conducts have been well assimilated.

- Easy access to internal promotion - Contribution to organization and management skills

Starting a career within a US environment is a valuable experience giving access to great professional opportunities.

Bibliography

EVALUATION Multiple choice question on parts 2 and (50%)

Case studies (50%)

10

MODULE

1.6 SUSTAINABILITY AND THE SPORTS INDUSTRY

Person in charge

of the module

B MARIAS

S TOUSSAINT

Number of

hours :

18 h

S5 S6

■

Objectives

Raising awareness around sustainability in the sports industry

Understanding the basis of the approach. Analyzing proposed solutions in relevant and

critical ways. Reacting to changing rules. Bringing proposals forward and making coherent

choices and arguments.

Requirements ---

Content

What does mean sustainability in the sports and leisure business? How can we implement it in

our daily activities? Who can help? Who can inspire us?

Corporate Social Responsibility at the brand level: Understanding the key fundamentals of

CSR.

CSR in practice: Concrete implementation of CSR actions into your future company.

Eco design fundamentals: understanding and identifying key environmental impact of a

product at every stage of its life cycle (design, materials, production, transportation, retail, use

& car, end of life). Discovering tools to reduce those impacts and design product with

sustainability in mind.

Textile and footwear end of life: Waste creation and management is a big issue in the textile

and footwear industry. How can we become better and find solutions to stop sending textile to

incineration or landfill. REDUCE-REUSE-REPAIR-RECYCLE-RETHINK

Key environmental regulations & labels: at the French, European and international level.

Bibliographical

sources

http://textileexchange.org :

http://www.europeanoutdoorgroup.com/responsibility/ www.oree.org:

www.ecotextile.com:

www.csrtextile.com:

- Reduce, Reuse, ReDesign: Strategies for Sustainability – Nathan Shedroff – New riders Publishing - Let My People Go Surfing: The Education of a Reluctant Businessman – Yvon Chouinard – Penguin Press

- The Responsible Company - Yvon Chouinard & Vincent Stanley - Patagonia Paperback Book

- Cradle to Cradle, Remaking the way we make things – William McDonough & Michael Braungart - North Point

Press, 2002

EVALUATION

11

MODULE

1.7 PROJECT MANAGEMENT - COACHNG

Person in charge

of the module

C RIEU Number

of hours :

15H

S5 S6

■

Objectives

Learning methodologies and tools for project management.

Individual coaching

Requirements

---

Content

Methodology and tools of project Management:

1. Definition of a project

The life cycle of a project, the specifications sheet, the stages of a project, standardization.

The 9 skills families of a project manager

2. Managing communications

Communication and solving problems tools

3. Managing delays and costs, scheduling

PERT GANTT MSPROJECT

4. Managing risks

Methods and tools

5) Managing human resources

Team profils, leadership, CSR..

Define specifications of your group projects

Lead your group projects

Individual Coaching

Internship, CV, cover letter, personal projects

Bibliographical

sources

Principles of Project Management, John R. Adams

Project Management (The Briefcase Book Series) , Gary R. Heerkens (Paperback - November 5, 2001)

The People Side of Project Management, Ralph Kliem and Irwin S. Ludin, Gower Press, ISBN 0-566-

07668-3

EVALUATION Specification report : oral presentation

12

MODULE

2.1 Basics of sport offer design, consumer profiles and segmentation

Person in charge of the module

Christophe Chedal Anglay- Noemie Poulain

Number of hours :

33H S5 S6

■ Objectives

Get knowledge of the range design basics : - Specific context of sport products - understanding of the communication potential of products - user centered range design - Brand identity construction through the range of product

Requirements prerequisites

UE 1

Content

1-a : Sport product background: product design and innovation thought the history of sportsware and skiing

- Product design and innovation - An history of sportsware - Case study of ski

1-b : Your product is your first and best media - Reading levels in all medias - how a brand is made visible in a specific situation - metamorphose a product shape with coloring, - designing a product through their representation into the medias

1-c : How to build a relevant, user-centered product offer Product role toward the brand, market and consumer. From single product to product offer: range and set of products . Marketting tools to built a relevant offer

1-d : Brand architecture graphic identity naming communication case study

Bibliography

Cf each 1-abcd courses

EVALUATION Project review UE2-1 : Definition of the brand value, Personas of the range, Range or set of product brief

13

MODULE

2.2 Design tools : Trends, colors, graphics, touch and feel, in product and textile design

Person in charge of the module

Claire Alvernhe Number of hours :

39 S5 S6

■ Objectives

Get knowledge of design tools: - moodboard - Colour, Material and Finish tools and definition

Requirements prerequisites

UE 2-1

Content

2-a : process, players and moodboard - different steps of design process and diferent metier involved

The moodboard: roadmap for product design management 2-b : Brand identity designed by the volume and graphics of a product How to build a dynamic product through volume and lines How to create a new product by assembling components. How to create a product line through color, materials and finish (CMF). How to strenghten the consistency of a range through graphics applied to the products

2-c : elements of technical textile product design case study of backpacks and a wet suit tech pack examples

Bibliography

Cf each 2-abc courses

EVALUATION Project review UE2-2 : Definition of range or set and the mood of it/ graphic , look and feel guidelines/ detailed definition of one product

14

MODULE

2.3 Product communication support tools, design value and internationnal design process

Person in charge of the module

Fabrice Hemon Number of hours :

30H S5 S6

■ Objectives

Get knowledge of the communication supports related to the product Get knownledge of the timing, cost and wordwide context of a range developpement

Requirements prerequisites

UE 2-2

Content

3-a : Packaging: a concentrate of brand and product communication 3-b : Communication around the product From the range design brief to the lauch on the market, all the milestones of a projet. Focus on the relation with worldwide suppliers

3-c : Timing, the key of sucess of a product range From the range design brief to the lauch on the market, all the milestones of a projet. Focus on the relation with worldwide suppliers

3-d CMF value CMF technologies and related costing value and percieved quality tech pack

Bibliography

Cf each 3-abcd courses

EVALUATION Project review UE2-3 : design of a related to product comunication, tech pack of the product defined in UE3-2 with element of costing

15

MODULE

2.4 POROJECT EVALUATION PROCESS

Person in charge of the module

Martine ROY Number of hours :

21H S5 S6

■ Objectives

- Get knowledge of the different methods used when evaluating a product, range, market, target. - Be able to select the appropriate method according to context (planning, budget) and objectives (create, improve, extend, launch, relaunch) - Experiment one or a combination of methods during the operational group projects

Requirements prerequisites

UE 2 part 1-2-3

Content

Part 1 : The main principles - Qualitative techniques (interviews, ethnographic observations, focus groups, etc.) - Quantitative techniques (develop the questionnaire, process the results) - Collect the information (face to face, tel, skype, online, data Bases, desk research) - Interpret and communicate the results

Part 2 : The different types of evaluations - Product evaluation (ideas, concept, design, color, graphics, packaging, price + testing product in real

life) - Communication evaluation (ad, name, argumentaire, website) - With consumers - With dealers

Part 3 : Experiment Implement the different techniques in different situations, based on student group projects. Infer the key factors for a successful evaluation (organization, state of mind, etc.)

Part 4 : Conclusion and takeaways

Bibliography

Product design and development (Ulrich and Eppinger) Marketing Management (Kotler and Keller)

EVALUATION Applying product evaluation to group project/internship

16

MODULE

2.5 INNOVATION MANAGEMENT

Person in charge

of the module

Anne Poncet-Berthinier, Vincent

Capponi

Number of

hours :

15H S5 S6

■

Objectives

This module aims to enable students to understand the main issues of the management of

innovation and to appreciate the relevant skills needed to manage innovation at both strategic

and operational levels.

Prerequisites

Content

PART 1 – MANAGING INNOVATION

1.1. What is innovation and why does it matter?

1.2. Innovation strategy

1.3. Leadership and organization of innovation

1.4. Innovation as a core business process

PART 2 – SEARCHING FOR INNOVATION

2.1. Sources of innovation

2.2. Innovation networks and communities of innovators

2.3. Open innovation and collaboration for innovation

PART 3 – CAPTURING VALUE FROM INNOVATION

3.1. Developing new products and services

3.2. Commercialization and diffusion of innovation

3.3. Exploiting Knowledge and Intellectual Property

In each session, there will be an in-class, case-based exercise. All students are expected to

participate in the exercises.

Bibliography

Tidd & Bessant, Strategic Innovation Management, Wiley, 2014

EVALUATION Written test

17

MODULE

3.1 COMMUNICATION BASICS

Person in charge

of the module

Armelle Solelhac Number of

hours :

10h S5 S6

■

Objectives

1. To understand and to master the basics of communication

2. To define your communication strategy

3. To create your communication plan

4. To diagnose, to evaluate and to manage a communication plan

Requirements

prerequisites

Content

This lecture aims to teach the basics and main tools used in communication, in order to allow students to move from theory to practice.

Introduction (1h)

1. Theories of communication

2. The scope of communication

Part 1: Communication strategy (3h)

1. How to define your communication strategy

2. Tools used in communication strategy

3. Focus on the brand and its components (brand platform, logo, etc.)

Part 2: Communication action plans (5h)

1. How to elaborate a communication plan

2. Tools used in the communication action plan

3. Focus on media action plans: Newsletter & Marketing automation, Website & SEO, Social media, influence & e-reputation, Press Relations, publications, advertising

4. Focus on non-media actions: public relations, events, trade shows, sponsoring, patronage, partnerships & co-branding, street & ambient marketing

5. How to diagnose, evaluate and manage your communication plan

Bibliography

Adary, Libaert, Mas, Westphalen, Communicator, Dunod, 2015

Adary, Riom, Libaert, Toute la fonction communication, Dunod, 2010

Aim, Billiet, Communication, Dunod, 2015 …

EVALUATION 4 Q/4 – 1 hour

18

MODULE

3.2 BIG IDEA

Person in charge

of the module

Rodolphe Cadoret / Benjamin Thaller Number of

hours :

24H S5 S6

■

Objectives

To be able to build a product offer that is complete and innovative.

To understand and analyse the offer performance on the target markets.

Requirements

prerequisites

Content

1. BIG IDEA genesis - Gestation process for ideas production - The tunnel of the intra-company innovation: risks & opportunities - The different types of Big Idea: business model, technology, commerce, social ... - What means to detect their relevance (mini-case to be treated in subgroup) 2. Is the IDEA BIG Sufficient? - A tool to understand the business environment of innovation projects - How to evaluate the relevance of the business package associated with the big idea - Work on a concrete case of "launching" with BI 3. From the BIG IDEA to the STORY - Definition of storytelling - Notions of brand nurturing - How the STORY can stage the Big Idea - What are the key success factors - Work on a concrete case

Bibliography

EVALUATION

19

MODULE

3.2 – BIG IDEA

TIME LINE AND BUSINESS PACKAGE

Person in charge

of the module

Benjamin THALLER Number of

hours :

5H

S5 S6

■

Objectives

Give students the organization methodology to be ready to bring to the market a BIG IDEA

Requirements

prerequisites

First knowledge about Outdoor Sports Market environment (UE1) Mastering key communication basics (UE3.1)

Speakers Speakers : Benjamin Thaller – Rodolphe Cadoret

Content

KEY STAKEHOLDERS Reminder of the key targer groups we are addressing.

- What message should they get - How can they get it - When should they get it

OUTDOOR TIMELINE

- Yearly marketing calendar - Launching plan countdown - Different communication phase

BUSINESS PACKAGE How to build a communication plan

Bibliography

To come

EVALUATION

20

MODULE

3.3 COMUNICATION DIGITALIZATION

Person in charge

of the module Frédéric Dumonal &

Pierre-Henri Desvignes

Number of

hours : 30H S5 S6

■

Objectives

Digitalization of the product and corporate communication

Requirements prerequisites

Communication Basis Understanding of the Big Idea concept Understanding of the big idea spread through timeline into the outdoor market

Content

1) Digital marketing introduction and tools review ● Definition of the Brand Ecosystem / Ressources and functions associated / E-commerce

introduction

● Definition of a Digital marketing plan (activation)

● Explaination of the digitalization (online/offline) into sports.

● Digital VS Real Life : avantages and limits

● KPI’s

2) New approach and tendancies in the digital marketing era :

● Inbound Marketing & Native Advertising

● Definition of a Media Brand VS individual media

● Storytelling and case studies

● Consumer data / Customer relationship management

● Big Data Introduction

3) Social Media / Mobile / New platforms = Focus Social Media

● The Brand into Social Media : a look at the context

● Evaluation of the platform regarding the context

● Importance of the Mobile in the strategy

4) Practice = Case studies

● Analyse and estimate a digital marketing strategy

● Create a strategy for a sport brand with argumentation

● Conceptualize a Brand content strategy

● Develop a visibility on Social Media

● Argue and evaluate choices and strategy

Bibliography

EVALUATION

21

MODULE

3.4 GOTOMARKET 1 – TRADE COMMUNICATION

Person in charge

of the module

Claire Muzart &

Laetitia Tissot Bonvalot

Number of

hours :

25H S5 S6

■

Objectives

Provide students with an extensive knowledge of operational marketing strategy & tools Create a commercial and communication assortment package = When marketing support sales support marketing

Requirements

prerequisites

Intervenants : Caroline GONIN (GTX) et Marie Accambray (visite chamonix)

Content

Chamonix stores visits & Salomon HQ PHASE 1 Brand to sales reps to buyer INTERNAL SELL IN / TOOLS & EVENTS (sales meeting, showroom quidelines, workbook, book Salomon sales) EXTERNAL SELL IN / TOOLS & EVENTS (brand & product presentation, tradeshow, demo days, catalogue, showroom, Trade Press) Early season sales PHASE 2 Brand to sales reps to staff floor Shop Trainings (physical and on line) Promotion Incentives PHASE 3 In store Visibilities

Retail marketing: Animation of the different shops network Visual Merchandising -windows -VM book -POP Instore activation: -instore OP -instore event

Bibliography

EVALUATION

22

MODULE

3.5 GOTOMARKET 2 – CONSUMER COMMUNICATION

Person in charge

of the module

Cyril PERGAUD Number of

hours :

5H or a

full day S5 S6

■

Objectives

Present the context / the preparation / the implementation / of a communication plan BTC

Requirements and

prerequisites

Knowledge of the marketing timeline (what does each actor need ?)

Understanding of the big idea function at the heart of the speech and the communication plan.

Content

STRUCTURE OF THE COMMUNICATION PLAN (2h) By starting from the timeline which is your red wire, presentation of :

Today’s off- and online ecosystem.

The different receivers / audiences (to whom the brand is addressing depending on the

support)

The brand’s typology / its stakes => startup / international brand / different markets.

Communications goal : market introduction / notoriety / disruption / education

The importance of the budget. How to make the best choices / define the main objectives.

MEDIA INNOVATION TO REINVENT THE MEDIA MIX (1h) The PAID / OWNED / EARNED MEDIA revolution

Today the brand is a real message sender, a media

CREATIVITY AT THE HEART OF THE COMMUNICATION PLAN (2h)

Example of a brand launch or activation by using / exploiting the best complementarity

between different supports.

Creative pictures, design graphics and messages

Creativity in the activation system (innovative use of supports)

GROUP EXERCISE (3) One afternoon to present a case study

Goal and scoring on the basis of students’ choices regarding the context and the brand’s

goals = >

Presentation of the BI that makes the link between the genesis of the product and the

creative concept of communication

Budget dispatch between off- and online supports

Dispatch between the POE

Bibliography

EVALUATION

23

MODULE

3.6 GOTOMARKET 3 – CONTENT MANAGEMENT

SPORTS MKG PLAN / STORY TELLING / STRORY SELLING

Person in charge

of the module

2 GINO DECISIER

GUILLAUME DESMURS

Number of

hours :

15H S5 S6

■

Objectives

Provide students with a basic overview of Sports Marketing Topics. Create a Sports MKG plan / package = How Sports MKG can be a relay & a support for sales.

Requirements

prerequisites

Intervenants : Bruno Bertrand / Aurelien Colin

Content

Chamonix stores visits & Salomon HQ

PHASE 1 Contracts / images / The Right Start of Sports MKG plan Create all conditions internally first of a adapted & efficient sports MKG plan How to insert it & value it in a global mkg plan. Identify all actors internally who will relay the plan / story Define steps from idea to internal & external. PHASE 2 Leverage small to big actions with existing tools (Social Networks) Make concrete & efficient noise externally. Learn how & where to listen about noise produced. How plan impact sales & not only brand perception. PHASE 3 Mesure & repeat actions for a bigger audience Risk & opportunities of a long term plan. How to make it evolve ?

Bibliography

EVALUATION

24

MODULE

3.6 GOTOMARKET 3 – CONTENT MANAGEMENT

BUSINESS PLAN

Person in charge

of the module

Benjamin THALLER Number of

hours :

5H S5 S6

■

Objectives

Help students building a real Business Plan

Requirements

prerequisites

Good knowledge of Outdoor market – Communication basics and tools

Speakers Speakers : Benjamin Thaller – Rodolphe Cadoret

Content

BUILDING A BUSINESS PLAN Being able to manage a communication program means being able to anticipate all the needs, the budget, and make it known.

- Budgeting rules - How to referee between the main actions - How to inform my partners, to commit them - Do not forget to communicate on the communication

WHEN OPERATIONAL MARKETING FEEDS BRAND AND BUSINESS Even though communication is at the end of the chain, communication and promotion “operator are at the heart of real market. It is key to involve them in the Design and Communication process

- Evaluation of the efficiency of communication program Briefing for next campaigns

- Direct market research to evaluate market evolution : competition, sport trends, consumer behavior and expectation

- Operational marketing is the expression of Brand voice will help the brand to reassess its positioning and contribute to the renewal of its product offer.

-

To come

EVALUATION

25

MODULE

GROUP PROJECT

Person in charge

of the module

C RIEU Number of

hours :

120H S5 S6

■

Objectives

Learning and working in groups to follow a professional specifications sheet. Learning how to

use tools for project management. Presenting your work and convincing the customer.

Prerequisites

Content

Creating a supervised project by means of two possible options:

Students will apply project management techniques throughout their professional project

created by a team of 3 or 4 people for a company.

The supervised project will be overseen by a member of the teaching staff as well as by a

manager in the company that requested the project.

There are various subjects in the areas of communications, design and digital marketing

Bibliography

EVALUATION

26

MODULE

INTERNSHIP

Person in charge

of the module

C RIEU Number of

hours :

4 to 6

months

S5 S6

■

Objectives

Students must apply the knowledge and skills acquired during their coursework to their

internship within a sports company or organization.

Prerequisites

Content

The internship is an important part of the student’s education. This initial contact with the

realities of the profession will allow students to bring together what they have learned during

the program, to become aware of the socio-professional environment, and to sharpen their

personal skills.

The focus of the internship must be identified by the company and approved by the internship

supervisor.

At the end of the internship, students must write and then defend a thesis or an internship

report in front of jury. The quality of their presentation and written thesis will both be

evaluated.

Bibliography

EVALUATION