SPR932 – Strategic project development

Module
Strategic project development
Développement stratégique de projets
Module number
SPR932
Version: 1
Faculty
Angewandte Sprachen und Interkulturelle Kommunikation
Level
Master
Duration
1 Semester
Semester
Winter semester
Module supervisor

Prof. Dr. Doris Fetscher
Doris.Fetscher(at)fh-zwickau.de
Lecturer(s)
Course language(s)

French
in "Développement stratégique de projets"
ECTS credits

5.00 credits

Workload

150 hours

Courses

4.00 SCH (2.00 SCH Seminar | 2.00 SCH Lecture with integrated exercise / seminar-lecture)
Self-study time

90.00 hours
90.00 hours Selbststudium / Übungsaufgaben - Développement stratégique de projets
Pre-examination(s)
None
Examination(s)

schriftliche Prüfungsleistung
Module examination | Examination time: 120 min | Weighting: 33.33%
in "Développement stratégique de projets"

schriftliche Prüfungsleistung
Module examination | Examination time: 120 min | Weighting: 33.33%
in "Développement stratégique de projets"

schriftliche Prüfungsleistung
Module examination | Examination time: 120 min | Weighting: 33.33%
in "Développement stratégique de projets"
Media type
No information
Instruction content/structure

I Marketing for non-profit organizations (Corinne Lamour)

1 – strategic marketing (segmentation-targeting-positioning)

2 – operational marketing (product-price-distribution-promotion)

3 – specificities of marketing in socio-cultural organizations

Seminars (10h):

1 – Video on VSO and how marketing helps non-profit organization meet their goals

2 – Work in groups through a case study on an art-house cinema (Kapédépée):

  • Prepare a diagnostic (SWOT)
  • Specify the problematic, and then the objective to reach in order to solve the problem
  • Run a survey to better know consumers’ expectations in terms of art-house cinema
  • Suggest a marketing plan to improve the situation of this specific art-house cinema
  1. Which strategy should be pursued ? In terms of segmenting, targeting, positioning
  2. Which marketing action should be launched? In terms of product range, pricing, distribution and promotion

II Strategic foresight (Florian Le Berre)

Tutorials on competitive intelligence and technological and legal watch, in other words a regular, organized and strategic monitoring of new European, national and regional schemes.

Presentation and use of electronic tools which facilitate the watch and the study of the socio-economic context.

III Lobbying (Tudi Kernalegenn)

1. Definition and theory of lobbying

2. From the local to the international scale: levels and modalities of lobbying

3. Territorial lobbying

4. Private lobbying

5. NGO’s lobbying

6. The sociology of lobbyists
Qualification objectives

I Marketing for non-profit organizations (Corinne Lamour)

The objective of the course is to provide an understanding of what marketing is, and how this discipline may help any organization to develop including those organizations involved in socio-cultural events.

The first part of the course aims to present the basics of marketing with regards to strategic and field marketing. The second part focuses on the specificities of marketing in social, cultural, or artistic organizations.

II Strategic foresight (Florian Le Berre)

This part of the course enables the students to use electronic tools which facilitate the watch and study of socio-economic context.

III Lobbying (Tudi Kernalegenn)

The course’s objective is to understand what is lobbying, both theoretically and in concrete terms, at all levels, but focusing more specifically on the European level. In France, lobbying has a negative image, conjuring images of secret and sleazy activities.  In the United States though, but also at the level of the European Union, lobbying is institutionalized and, up to a certain point, valorized. Beyond these various representations, the course aims to understand objectively and without prejudice the reality of lobbying, its role in the democratic system, its dynamics and organization.
Special admission requirements

none
Recommended prerequisites
No information
Continuation options
No information
Literature

Basic:

  • Lendrevie, J., Lévy, J. (2013), Mercator, Dunod, Paris.
  • Kotler, P., Keller, K., Manceau, D., Dubois, B., (2013), Marketing Management, 14è édition, Pearson, Paris.
  • Garrigues, J. (dir.) (2012), Les groupes de pression dans la vie politique contemporaine en France et aux USA de 1820 à nos jours, Rennes.
  • Grossman, E., Saurugger, S. (2012, 2d ed.), Les groupes d’intérêt. Action collective et stratégies de représentation, Paris, Armand Colin.
  • Offerlé, M. (1998), Sociologie des groupes d'intérêt, Paris, Monchrestien.

Recommended:

  • Gallopel-Morvan K., Birambeau P., Larceneux F. et Rieunier S. (2008), Le Marketing et la Communication des associations, Dunod, Paris.
  • Gallopel-Morvan K. (2011), Le marketing social peut être très utile dans un programme de santé publique, Santé de l’Homme, 412, mars-avril, 4-5.
  • Kotler P., Lee N. (2008), Social Marketing : Influencing behaviours for Good, Sage Publications, 3rd edition.
  • Hastings G. et Domegan C. (2013), Social Marketing: from tunes to symphonies, Routledge.
  • Bourgeon-Renault D., Debenedetti S., Gombault A., Petr C. (2009), Marketing de l’art et de la culture, Dunod, Paris.
Notes
No information
Assignment to curriculum

759 Regionale und Europäische Projektentwicklung - Master 2015 Vollzeit

759 Regionale und Europäische Projektentwicklung - Master 2017 Vollzeit

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