Catalogue de cours - Exchange - American BBA INSEEC
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Catalogue de cours - Exchange
2019-2020
S o m m a i r e
American BBA 2ème Année UE1 - General Studies & Humanities - Ethics in Business ..........................................................................................................................................................6 - Understanding International Business ................................................................................................................7 - Sustainable Management ...........................................................................................................................................8 - International Press Review .......................................................................................................................................9 - American Studies II ........................................................................................................................................................10 UE2 - Business Fundamentals - Marketing Research and Consumer Behavior ...................................................................................................11 - Project Management ......................................................................................................................................................12 - Corporate Finance ...........................................................................................................................................................13 - Negotiating for Success ...............................................................................................................................................14 - Finance for Business .....................................................................................................................................................15 UE3 - Global Citizen - Public Speaking .................................................................................................................................................................16 - Foreign Language (French) ..........................................................................................................................................17
American BBA 3ème année - Finance / Marketing UE1 - Common Courses - International Finance .....................................................................................................................................................18 - International Marketing ................................................................................................................................................19 - Managing Across Cultures ..........................................................................................................................................20 - 21st Century Ecomomics ..............................................................................................................................................21 - International Advertising/Communication Strategies ...................................................................................22 UE2 - Finance Concentration - Capital Markets ................................................................................................................................................................23 - Financial Analysis and Business Valuation ........................................................................................................24 - Investor Relations ..........................................................................................................................................................25 - Quantitative Metrics ......................................................................................................................................................26 UE2 - Marketing Developpement - Media Planning and Communications ...................................................................................................................27 - Brand Management ........................................................................................................................................................28 - Innovative Strategic Marketing ................................................................................................................................29 - Retailing and Merchandising .....................................................................................................................................30 UE3 - Global Citizen - Foreign Language (French) ........................................................................................................................................31
UE1 - General Studies & Humanities
Ethics in
2019-2020 Business
American BBA 2
Crédits ECTS : 3
William MOORE
Diplôme :
BSFS Georgetown University 4. Course content :
• What are ethics? Can they be applied in business?
Dernière fonction : • What is wealth? What is money?
• The responsibility of the Manager to himself/herself.
• Ethical behaviour in the office and building a corporate culture.
• Influencing your suppliers and B2B customers. Why is
this important?
• Bribes and Greasy Palms.
• Translating ethical corporate codes across cultural borders.
• The impact of ethical business behavior.
• Our changing planet: How to act and react?
5. Teaching methods :
1. Prerequisites :
The course will not be a traditional lecture course.
Students must have at minimum a conversational level of
Students are expected to debate and engage in lively
English. Furthermore; a desire to learn and to participate
discussion in class.
in class.
Case studies will be used– and graded – as will student
2. Course goals : presentations about varying subjects.
In light of increasing globalization and recent scandals in Students must be prepared to participate in class – that
the International Business Community, the objective of requires preparation before each class session.
this course is to bring awareness to students of their
social responsibilities as future business managers.
These responsibilities transcend the company and impact
the local and international communities. Future managers
must understand the importance and gains involved in
the application of ethical, durable business practices.
They must understand the potential consequences of
their business decisions.
À la fin du cours l’étudiant devra être capable de :
• Analyze a business decision from more than just an
immediate financial return.
• Understand the difference between Money and Wealth.
• Understand the balance of corporate responsibility to Type d’évaluation : %
the Shareholder as well as to Stakeholders. Contrôle continu : présentation orale : 45%
• Develop a vision of how global population, climatic and Contrôle continu : dossier collectif : 55%
technological change will impact future commerce. Partiel individuel
• Say “No.”
Bibliographie :
3. Key Words : • The Diamond Cutter, Michael Roach
Ethic, Moral, Virtue, Vice, Value, Core Value, Wealth, •Organizational Behavior 13th International Edition, Stephen Robbins
Globalization, Capitalism, Constant Growth Capitalism,
Zero Growth Capitalism, 100 Minimalism, Stakeholder, Webographie :
Shareholder, Vulnerability, Corruption, Consequences, ted.com
Climatic Change, Utilitarianism, Constitutionalism, Justice, theeconomist.com
Hidden Costs, Leadership, Commerce.
6
UE1 - General Studies & Humanities
Understanding
2019-2020 International Business
American BBA 2
Crédits ECTS : 3
4. Course content :
Sharon LE VAVASSEUR Part 1: FOUNDATIONS:
Chapter 1: Globalizing Business
Chapter 2: Formal Institutions: Political, Economic and
Diplôme : Legal Systems
Master’s in Economics, in Finance and Chapter 3: Informal Institutions: Culture, Religion and
Language
Strategy, in History Chapter 4: Firm Resources: Competitiveness and Growth
Dernière fonction : Part 2: BUSINESS ACROSS BORDERS
Dean of the Bachelor’s in International Mana- Chapter 5: Trading Internationally
Chapter 6: Investing Abroad Directly
gement at ISG Chapter 7: Exchange Rates
Part 3: GLOBALIZATION
Chapter 8: European Integration
1. Prerequisites : Chapter 9 Global Integration and Multilateral Agreements
You must have a critical eye in following international Chapter 10: Socially Responsible Business
business news, an open mind in order to apprehend
foreign cultures, and flexibility in the face of unexpected
economic events. 5. Teaching methods :
A combination of reading the course text, studying the
2. Course goals : in-class course material, reviewing the business case
International Business is designed for any student
studies and preparing group presentations on a weekly
pursuing a career with an international dimension. The
basis. Grades are determined by class participation
course and its framework would be particularly useful for
including case discussion and completed homework
students interested in working as entrepreneurs in world
assignments and results on the final exam. Case Studies
markets or as junior executives working for multinational
will be distributed to the class weakly and focus on
enterprises, for domestic emerging market companies, or
different economic regions pertaining to strategic growth
for investment firms or funds targeting emerging
policy.
markets.
General Course Objectives :
• Enhance the understanding of theoretical concepts
through application in real world business situations
• Learn to apply concepts and frameworks to real world
situations
• Develop analytical and communication skills
Type d’évaluation : %
Students Learn To : Oral Presentation : 40%
• Consider the historical and intellectual background to Class Participation: 10%
international business and reflect on the arguments for Final Exam : 50%
and against globalization,
• Analyze how international firms develop and sustain Bibliographie :
competitive advantage over time; • Students may consult the Mike Peng and Klaus Meyer
• Discuss international business from the perspective of 3rd Edition book International Business, 2019 in order to
both opportunity and risk; compliment the class lectures.
• Harvard Business Review Case Studies (Nike, Netflix,
Starbucks, etc.)
3. Key Words :
Global Business, Emerging Markets, Foreign Direct Invest- Webographie : 7
ment, Foreign Exchange Risk, Tariffs https://www.reuters.com/
UE1 - General Studies & Humanities
Sustainable
2019-2020 management
American BBA 2
Crédits ECTS : 3
III. ENVIRONMENTAL POLICY ANALYSIS
A.Criteria and Strategies
John HERRICK Criteria for Evaluating Environmental Policies, Field &
Field, Ch. 9.
Diplôme : Lecture 5
Decentralized Policies: Liability Laws, Property Rights,
Docteur en Sciences Moral Suasion, Field & Field, Ch. 10
Lecture 6
Dernière fonction : Command-and-Control Strategies: The Case of Standards,
Field & Field, Ch. 11
Professeur d’économie
Lecture 7
Incentive-Based Strategies: Emission Charges and Subsi-
dies, Field & Field, Ch. 12
Lecture 8
Incentive-Based Strategies: Transferable Discharge
Permits, Field & Field, Ch. 13
1. Prerequisites : Lecture 9
This is an introductory course. No pre-requisites are expected. B.Water Pollution
Federal Water Pollution-Control Policy, Field & Field, Ch. 14
2. Course goals : Lecture 10
• Understand the tools economists use to develop C.Air Pollution
environmental policy and how policies impact the way Federal Air Pollution-Control Policy, Field & Field, Ch. 15
businesses are managed Lecture 11
• Understand the principles of managing environmentally D.Waste Pollution
aware businesses, and how businesses can innovate Federal Policy on Toxic and Hazardous Substances, Field &
their personalized environmental policy Field, Ch. 16
• Understand the economic consequences of global State and Local Environmental Issues, Field & Field, Ch. 17
warming and pollution management Lecture 12
3. Key Words : 5. Teaching methods :
Sustainablilty, zero-net carbon economy, tragedy of the This is a survey course involving lectures followed by
commons, commodification of pollution, micro and macro open discussion
economics
4.Course content :
I. INTRODUCTION
A. Economics and the Environment, an overview
What is Environmental Economics? Field & Field, Ch. 1 and Ch. 2
Lecture 1 Type d’évaluation : %
II. ENVIRONMENTAL ECONOMIC ANALYSIS Contrôle continu : présentation orale : 25%
A.Environmental Analysis Contrôle continu : dossier collectif et assiduité : 25%
Environmental issues: Field & Field, Partiel individuel : 50%
Ch. 3 Systems and function: Markets, Field & Field,
Ch. 4 Ecological footprint, Field & Field, Bibliographie :
Lectures 2 - 3 • Environmental Economic, 6ed Field and Field
B.Analytical Methods
Framework of Analysis, Field & Field, Ch. 6 Webographie :
Benefit-Cost Analysis: Benefits, Field & Field, Ch. 7
Benefit-Cost Analysis: Costs, Field & Field, Ch. 8
Lecture 4
MIDTERM EXAMINATION (Covers Field & Field, Chapters 1 – 8)
8
UE1 - General Studies & Humanities
International
2019-2020 press review
American BBA 2
Crédits ECTS : 3
Fella ADIMI
Diplôme : 4. Course content :
Formatio,n en journalisme spécialité presse écrite- 1. Introduction – Understanding the press today. Crisis,
Université de Montréal (Canada) new challenges and media organization.
Master en Histoire contemporaine - Université Paris I 2. How to be well informed? Looking at the news with a
Panthéon-Sorbonne critical eye and from another perspective.
Dernière fonction : 3. A world tour on current topics
4. Getting informed in conflicts times - Geopolitics in the
news
5. Making interviews on some chosen topics
6. A world tour on international issues
1. Prerequisites :
Involvement and open-mindedness 7. Oral presentations
Analytical skills
8. Conclusion – New perspectives
2. Course goals :
Students will acquire knowledge of the world of the press
5. Teaching methods :
and understand how it works. They will learn to have a
Interactive lessons, quizzes, discussions, debates.
better understanding of the different ways to obtain
The students will have to read the press to fuel discussion
information and access international news. Students will
and debate in the classroom.
be encouraged to analyze their own media utilization. The
Students will be encouraged to analyze their own media
objective of this course is to enable them to have a better
utilization and discuss it with their classmates.
understanding of international news and how to make
well-informed choices about the information available to
them. It also trains the students to view this information
with a critical eye.
At the end of the course the student will be able to:
• Select information
• Identify essential information tools on an international
topic Type d’évaluation : %
• Access to quality information Contrôle continu : présentation orale : 33%
• Develop a critical approach to information Contrôle continu : dossier collectif : 33%
Partiel individuel - note de participation, assiduité,
présence : 50%
3. Key Words :
Searching, checking, diversifying, analyzing, criticizing, Webographie :
being curious and at the end well informed The Guardian, The independent, the economist, BBC
News, The Spectator, Politico...
9UE1 - Global Studies & Humanities
American
2019-2020 studies Ii
American BBA 2
Cultural Impact
Crédits ECTS : 4 Effect on the American Psyche
Economic Policy in the USA
Security and Exchange Commission
The Fed
William MOORE ETC
Roosevelt
Diplôme : Unions
World War II
BSFS Georgetown University End of Economic Stagnation
The American Boom
Dernière fonction : Redistribution of wealth
Emergence of US as a dominant World Player
UN
Bretton Woods Agreement
NATO
Bi-Polar World
The Cold War
McCarthyism
1. Prerequisites : The Pentagon
A proficient level of English: Both written and oral. The War Industry
A desire to participate and to learn. Social Revolutions (Part II)
Martin Luther King, Equal Rights Admendment
2. Course goals : Women’s Rights
American Studies is a two year course created to prepare Hippies
French students to work with and compete against Vietnam
American business. To do this efficiently and effectively, Watergate
non-Americans must understand the United States. Born Again Christian
LGBT
At the end of the course, the student will be able to : Political and Economic Leadership
Engage in coherent, informed and well constructed The Party System, costs
arguments about US history, current events, business, Finance
culture, and politics. The Electoral College
« Getting Into » the power elite, costs.
2. Key Words :
Current Events
The United States of America, USA, Pilgrim, Plantation,
Slavery, Racism, Revolution, Frontier, The Constitution of
the United States of America, Civil War, American Indus-
4. Teaching methods :
The course is intended to be a mix of traditional lecture
trialization, Ford, J.P. Morgan, American Finance, World War
and interactive discussion.
One, Prohibition, The Great Depression, World War Two,
Immigration, US Military, The Iron Triangle, Technology,
Arms Race, Cold War, Debt, Equal Rights, Hippie, Women’s
Type d’évaluation : %
Rights, Ivy League, Social Revolution, American Religion,
Contrpole continu : présentation orale : 40%
Arts in America, Republican, Democrat, Party System,
Contrôle continu : dossier collectif : 10%
Electoral College.
Partiel individuel :: 50%
3. Course content :
Cultural Revolution Bibliographie :
Women • A People’s History of the United States, Howard Zinn
Education in the USA •Les Grandes Dates de l’Histoire Americaine, Pierre Lagayette
Idealism in America
Multi Polar World Webographie :
Political Parties thenewyorktimes.com
The Transition thewashingtonpost.com
The Crash of 1929 thechristiansciencemonitor.com 10
Introduction of Socialism in the US
MigrationUE2 - Business Fundamentals
Marketing Research and
2019-2020 consumer behavior
American BBA 2
Crédits ECTS : 3
Hélène RIVAS
Diplôme : 4. Course content :
Bachelor en Marketing, American Business School Paris • The fundamental importance of culture and its impact on
the marketing mix (components of culture, assumptions
that need to be questioned when going international)
Dernière fonction : • International segmentation, targeting & positioning
Marketing Manager EAME – Johnson & Johnson (segmentation variables, evaluation of segments, high
tech/high touch positioning)
• International product policy & product development
(product/communication matrix, time to market, time to
takeoff, new product adoption rate)
• Communicating with international consumers (cultural
barriers to efficient communication, barriers to
1. Prerequisites :
standardization of advertising campaigns, media challenges)
A working knowledge of the fundamentals of marketing.
An interest in foreign cultures.
5. Teaching methods :
2. Course goals : • Lecture by the instructor based on brief Powerpoint
This course aims to familiarize students with the slides
complexities of marketing products and services interna- • Short quizzes at the beginning of most classes
tionally, with special emphasis on the vital importance of • Small real-life cases to generate class discussion
understanding consumer behavior and the crucial • Videos and commercials from various countries to
influence of culture in the international marketing illustrate concepts covered in class
process. The marketing mix will be looked at closely and
we will focus on the challenges of using each element of
the mix in an international context.
At the end of the course the student will be able to :
• Segment international markets and determine the
appropriate target(s) and positioning
• Analyze a communication campaign to determine
whether it is culturally appropriate
• Use Hofstede’s dimensions to choose the best communi-
cation angle when marketing in a given country
• Adapt their negotiation style to take into account Type d’évaluation : %
cultural specificities in order to close international deals Individual continuous assessment : 4 20% assignements
and 2 15% assignments
Group continuous assessment : 2 20% group assignments
Final exam : 25%
3. Key Words :
Cultural sensitivity, adaptation/standardization, impact on Bibliographie :
the marketing mix, product/communication matrix, new International Management: Managing Across Borders
product adoption rate. and Cultures, H. Deresky, Editions Pearson
Webographie :
11UE2 - Business fundamentals
Project
2019-2020 Management
American BBA 2
Crédits ECTS : 3
Stephen MUSE
Diplôme : 3. Course Content :
Course content will include power point presentations of
MBA Suffolk University defining the role that projects and project management play
BA Georgetown University in accomplishing the company’s strategic objectives, taking
into account the various types of organizations such as
functional, matrix, and project structures.
Dernière fonction :
Teacher History of Modern Management, 6 Essential Business
Principle, 7 Skills of Management, Decision Making Process
and a basic understanding of HR, Project and Scientific
Management.
4. Teaching methods :
1. Prerequisites : The method of this class include lectures on the fundamen-
Principles of Management tals of Project Management by asking “What is a project?
How do you manage one? What is the best approach?” The
lectures will begin by studying the Trans-European construc-
tion of the Airbus 380. This is an opportunity to learn the
project management fundamentals that can guide a project
through a maze of challenges to successful completion!
2. Course Goal :
At the end of the course, the student will be able to:
-Project Management introduces project management from
the standpoint of a manager who must organize, plan,
implement, and control tasks to achieve an organization's
schedule, budget, and performance objectives.
-Each student finishing this course should know and utilize
the basic tools and concepts such as project charter, scope
statement, work breakdown structure, project estimating,
and scheduling methodologies are studied. We will even
practice with Microsoft Project software to be able to
manage a project from start to deployment!
Type d’évaluation : %
Contrôle continu /Continuous Assessment (50%)
Final exam / or Project 1 (50%)
Bibliographie :
• A 30 page booklet has been self-published by the teacher
and will be used on class-to-class basis.
12UE2 - Business Fundamentals
Corporate
2019-2020 Finance
American BBA 2
Crédits ECTS : 3
4. Course content :
Denis CONTRERAS The key concepts covered include:
• Understanding Present Value, Time value of money,
• Capital structure theory (Modigliani & Miller proposi-
Diplôme : tions), financing decisions, use of financial leverage,
MBA Kellog Graduate School of Management • The cost of equity (Capital Asset Pricing Model, Dividend •
The Weighted Average Cost of Capital,
• Investment decisions and capital budgeting: overview of
Dernière fonction : capital budgeting, Net Present Value, Internal Rate of
portfolio management, investment banking, Return, investment at different maturities,
international business in raising capital and • Cash flow forecasting,
valuations • Fixed income valuation,
• The tradeoff between risk and return, expected risks,
overview of portfolio theory (Markowitz),
• An introduction to the financial markets (arbitrage and
hedging), market efficency.
• Regulation – Dodd-Frank, EMIR
1. Prerequisite : • Behavioral Finance
Accounting 1&2, Economics, Statistics and basic calculus
2. Objectifs du cours :
• This course provides an introduction to the theory, the 5. Teaching Methods :
methods and the concerns of corporate finance that are Lecture slides are designed to accompany the lecture and
relevant for financial decisions made by firms and investors. are posted on the course website prior to the class,
The concepts developed in this course will form the tutorial, class participation.
foundation for all elective finance courses. Calculations are performed both with a financial calcula-
tor and on Excel.
At the end of the course the student will be able to : The course will be taught by lecture, interactive, videos
• Understand the fundamentals of value and investment and exercise and homework assignments.
• How multinationals corporations make decisions on
investments
• How companies raise money using capital markets
either through equity/debt
• Appreciate on how companies and investment professio-
nals make investment decisions
3. Mots-clés :
Type d’évaluation : %
Opportunity cost of capital, Net Present Value, yield curve,
Contrôle continu : présentation orale : 20%
term structure and discount cashflow.
Contrôle continu : dossier collectif : 30%
Partiel individuel : 50%
Bibliographie :
Principles of Corporate Finance, R. Brealey, S. Myers
and F. Allen - Edition McGraw-Hill Irwin
Webographie :
www.bloomberg.com
https://bit.ly/1OPO6F5
13UE2 - Business Fundamentals
Negociating
2019-2020 for success
American BBA 2
Crédits ECTS : 3
Joshua SMITH
• 2004 – BA in Business Mgmt w/ minor in philosophy.
• 2002 – Bac +2 Business Mgmt
• 2010-Present – Independent Talent Development Expert 3. Course content :
• 2017-Present – Talent Development Trainer at INSEEC, A.Introduction to basic negotiation keywords and models
Sup de Pub, ISCOM, Institut Léonard de Vinci, American B.Introduction to Management and Leadership Styles
Business School C.Introduction to Emotional Intelligence
• 2016-Present – Talent Development Consultant at a.Personal Iceburg Metaphor
Learnlight b.Satir Modes
• 2016 – TEDxIHE Paris Coaching partner c.Universal Needs & Wants Analysis
d.Wheel of Emotions
e.Generational Expectations
f.Intercultural Expectations
D.Introduction to Communication styles
1. Objectifs du cours :
To permit students to obtain a working knowledge of
negotiation, conflict resolution, and other relevant soft 5. Teaching Methods :
skills. • Cours interactif
• Classe inversée
At the end of the course the student will be able to : • Exercices
• Understand their audience, their environment, and how • Cas pratiques
to adapt their communication style to be more persuasive • Roleplays
• Understand the role of Emotional Intelligence (EI) in
negotiation and conflict resolution
• Understand the difference between persuasion and
manipulation
• Identify the different types of manipulative negotiation
tactics and lies
• Identify creative solutions to create win-win solutions in
negotiations
• Understand manipulative strategies and be able to
neutralize them
• Practice crisis communication strategies to communi-
cate effectively with others
• Obtain solutions to improve student’s profile Type d’évaluation : %
weaknesses Contrôle continu : présentation orale : Yes
Contrôle continu : dossier collectif : Yes
Presence et participation : Yes
2. Mots-clés :
Emotional Intelligence, Social Management, Intercultural
Management, Conflict Resolution, Webographie :
www.cadrenglish.com/university
14UE2 - Business Fundamentals
Finance
2019-2020 for business
American BBA 2
Crédits ECTS : 3
Ellen KOUNTZ
Diplôme :
B.S. Economics Wharton ’92, Executive MBA ESSEC ’99,
Dernière fonction :
Executive DBA in progress Ecole des Ponts 4.Course content :
Course content begins with a focus on a company’s
Business School equity timeline, the IPO (Initial Public Offering), and the
primary versus secondary markets. Next, there is a focus
on the major macroeconomic indicators and the role of a
central bank, notably the European Central Bank in the
Euro-Zone. Excerpts from the financial press and used to
illustrate in-class case work.
5. Méthodes pédagogiques :
Lecture followed by discussion and debate of contemporary
business topics and current events. The teacher establishes
1. Prerequisites :
a dialogue in the classroom to solicit ideas and input from
Successful completion of ABBA 1st year or equivalent.
students, using a ‘flip the classroom’ approach.
2. Objectifs du cours :
This class is designed for future finance as well as future
non-finance majors. Therefore, the goal is to help
students become familiar with key macroeconomic
concepts (GDP, Inflation, Employment), put them in
context, and imagine their usefulness as a businessper-
son. Likewise, students are introduced with basic
business concepts, contrasting the primary market with
the secondary markets. Upon completion, students should
feel comfortable identifying the key basic concepts
involved in a corporate environment..
3. Mots-clés :
Leading & Lagging Indicators, Primary and Secondary
Type d’évaluation : %
Markets, Private vs. Listed Companies
Mid-term quiz : 30%
Team presentation : 20%
Final Exam : 40%
Participation & attendance : 10%
Bibliographie :
Liar’s Poker, Rising through the wreckage of Wall
Street, Michael Lewis, 1989.
Dead Aid, Why Aid is Not Working and How there is a
better way for Africa, Dambisa Moyo, 2010.
Webographie :
The New York Stock Exchange 1952 promotional
video « What Makes Us Tick » 15UE3 - Global Citizen
Public
2019-2020 Speaking
American BBA 2
Crédits ECTS : 3
Robert BRADFORD
Diplôme :
Bachelor of Arts-Double major in Broadcast Communica-
tions and English
4. Course Content :
Dernière fonction : Effective Public Speaking is intended as a follow-up
course to Public Speaking I. The concepts covered in
Program Head American BBA
the introductory course are reviewed and reinforced
and, in addition to delivery techniques, this course
takes a closer look at effective construction and
design of informative speeches. The six design
formats that we focus on (spatial, categorical,
sequential, chronological, comparative and causation)
are intended to help the student put the content of
their speeches/talks/presentations into the most
1. Prerequisites : effective pattern. Time is also spent on analyzing
Successful completion of Public Speaking I or equiva- the 5 steps in the persuasion process (awareness,
lent experience understanding, agreement, enactment and integra-
tion) to enable students to create more persuasive
messages in speeches.
2. Course Objectives :
Ease in oral communication in English and improved
confidence in public speaking situations through
classroom practice and analysis.
At the end of the course the student should be able
to:
• Know how to structure an informative and persua-
sive talk/presentation
• Effectively deliver a short talk/speech/presentation
in English
• Analyze their oral communication skills and improve
them Type d’évaluation : %
Individual assignment 33 1/3 %
2. Key Words : Group Presentation 33 1/3 %
Which keywords, in your opinion, are the most Continuous Assessment
indicative of the expertise or knowledge acquired in Participation and attendance 33 1/3 %
your teaching module? Please choose five.
Confidence, Rule of Three, Body Language, Non-verbal Bibliographie :
communication, Eye contact - Michael and Susan Osborn, Public Speaking, Hough-
ton Mifflin,
-Jack Valenti, Speak Up With Confidence, 2006.
16UE3 - Global Citizen
cours de français en langue
2019-2020 étrangère
American BBA 1
Crédits ECTS : 3
Cécile HEUSSLER Cours intermédiaire
Pré-requis
Peut comprendre des phrases isolées et des expressions
Diplôme : fréquemment utilisées en relation avec des domaines
Diplômée de l’université Paris-Descartes, master immédiats de priorité (par exemple, informations personnelles
didactique du français en langue étrangère et et familiales simples, achats, environnement proche, travail).
Peut communiquer lors de tâches simples et habituelles ne
interculturalité demandant qu'un échange d'informations simple et direct sur
des sujets familiers et habituels.
Dernière fonction : Peut décrire avec des moyens simples sa formation, son
environnement immédiat et évoquer des sujets qui corres-
pondent à des besoins immédiats.
But à atteindre
Comprendre les points essentiels quand un langage clair et
standard est utilisé et s'il s'agit de choses familières dans le
Cours débutant travail, à l'école, dans les loisirs, etc.
But à atteindre Se débrouiller dans la plupart des situations rencontrées en
Comprendre et utiliser des expressions familières et voyage dans une région où la langue cible est parlée. Produire
quotidiennes ainsi que des énoncés très simples qui un discours simple et cohérent sur des sujets familiers et
visent à satisfaire des besoins concrets. dans ses domaines d'intérêt.
Pouvoir se présenter ou présenter quelqu'un et poser à Raconter un événement, une expérience ou un rêve, décrire
une personne des questions la concernant - par exemple, un espoir ou un but et exposer brièvement des raisons ou
sur son lieu d'habitation, ses relations, ce qui lui appar- explications pour un projet ou une idée.
tient, etc. - et répondre au même type de questions.
Communiquer de façon simple si l'interlocuteur parle
Méthode et contenu
lentement et distinctement et se montre coopératif.
Dans une approche communicative et actionnelle nous
Cours faux débutant utilisons le plus souvent des documents authentiques :
Prérequis articles de presse, vidéos, reportages, chansons et proposons
Peut comprendre et utiliser des expressions familières et des tâches que l’apprenant est capable de réaliser en français
quotidiennes ainsi que des énoncés très simples qui notamment grâce à des jeux et à la mise en scène de
visent à satisfaire des besoins concrets. dialogues du quotidien.
Peut se présenter ou présenter quelqu'un et poser à une
personne des questions la concernant - par exemple, sur
son lieu d'habitation, ses relations, ce qui lui appartient,
etc. - et peut répondre au même type de questions. Peut
communiquer de façon simple si l'interlocuteur parle
lentement et distinctement et se montre coopératif.
Evaluation : %
But à atteindre
Comprendre des phrases isolées et des expressions
fréquemment utilisées en relation avec des domaines
Bibliographie :
immédiats de priorité (par exemple, informations person-
nelles et familiales simples, achats, environnement
proche, travail).
Webographie :
Communiquer lors de tâches simples et habituelles ne
demandant qu'un échange d'informations simple et direct
sur des sujets familiers et habituels.
Décrire avec des moyens simples sa formation, son
environnement immédiat et évoquer des sujets qui
correspondent à des besoins immédiats.
17UE1 - Common Courses
International
2019-2020 Finance
American BBA3
Crédits ECTS : 3
François REY
4. Course content :
Diplôme : • Review of general risks in an international environment
• Review of major recent events and developments in
MBA Columbia University, Essec
International Finance
• Currency market : Direct/Indirect quotes, Bid-ask
Dernière fonction : Spread, cross rates, arbitrage opportunities and
10 years of lecturing finance and entrepre- forward rates
neurship (at Bachelor, Graduate and Executive • Introduction to derivative products for currencies:
levels). Worked previously as an investment Forward contracts and Futures (margin account)
banker (Merrill Lynch) and as an entrepreneur • Review of major equity markets around the globe
• International monetary systems and balance of payments
• Group presentations on major leading / supranational
1. Prerequisites : financial institutions (IMF, World Bank, WTO, central
• Comfort with most common mathematical calculations banks, etc) and major recent developments (unicorns,
• General awareness of recent world events related to crypto-currencies, etc)
international financial matters • Final exam
2. Course objectives : 5. Teaching Methods :
This course will aims at giving students an overall picture Classes will include interactive lectures, short exer-
of how financial markets operate globally and on the roles
cises, review of reference articles, and student
played by some important international organisations.
give an introduction to International Finance issues such groups’ presentations on topics related to the
as how the foreign exchange market operates and how course. In particular, students will be asked to
one can reduce the foreign exchange risk with the use of review class materials, prepare short group presen-
appropriate currency derivatives. More detailed objec- tations, prepare for the exam.
tives for this course include the following :
• Strengthen a well-rounded awareness of major risks
and issues associated with international activities
• Develop knowledge of the foreign exchange markets and
of the use of the main currency derivatives
• Develop a better understanding of supranational entities
such as IMF, ECB, …
• Improve skills for short finance-related presentations
• Improve English language skills as they relate to
international finance Type d’évaluation : %
At the end of the course the student should be able to : Continuous Assessment : 100%
• Better understand the foreign exchange market Exams in class : 60%
• Be able to use some of the most common financial Group presentations : 40%
derivative products to cover some possible currency
exposure and risk Bibliographie :
• Have a better understanding of supranational entities International Financial Management, 6th edition, by
and how they try to intervene to regulate and strengthen Cheol Eun and Bruce Resnick. Chapters 1-10
international finance crisis (such as with sovereign debt)
Webographie :
3. Key Words :
www.ecb.europa.eu
Central banks, currencies, institutional investors,
www.imf.org 18
equities, bondsUE1 - Common Courses
International
2019-2020 marketing
American BBA3
Crédits ECTS : 3
Hélène RIVAS 4.Course content :
Introduction
Diplôme : 1. State of the market
2. New consumer behaviors understanding and
insights 2025
3. The World’s largest companies
Dernière fonction : 4. Investment Cost of Marketing Entry Strategies
5. Which Strategy Should Be Used?
6. Licensing
7. Franchising
8. Joint Ventures
9. Market Entry strategies
10. Global Strategic Partnerships
11. Alliances
12. Cooperative alliances
1. Prerequisites : 13. Cooperative strategies
• Diagnosis and market environment 14. Market expansion strategies
• Marketing development strategies understanding 15. Brand and Product decisions in Global marketing
• Marketing plan understanding Conclusion
2. Course objectives : 5.Teaching Methods :
• Explain the advantages and disadvantages of using Cours interactif, videos, quizz, cas pratiques.
licensing as a market-entry strategy.
• Compare and contrast the different forms that a
company’s foreign investments can take.
• Discuss the factors that contribute to the success-
ful launch of a global strategic partnership.
• Identify some of the challenges associated with
partnerships in developing countries.
• Describe the special forms of cooperative strategies
found in Asia.
• Explain the evolution of cooperative strategies in
the 21st century.
• Use the market expansion strategies matrix to Type d’évaluation : %
explain the strategies used by the world’s biggest Contrôle continu : présentation orale : 30%
global companies. Contrôle continu : dossier collectif : 30%
At the end of the course, the student will be able to : Partiel individuel : 40%
Explain, Analyse, Understand, Compare, Describe, Use, Apply
Bibliographie :
Strategic Brand Management: Global Edition Kevin Keller
3. Key Words : Brand Management: Research, Theory and Practic
Brand management, Category management, Product Charlotte F. Knudtzen – Mogens Bjerre
management, Licensing, Brand extention, Webographie :
Partnerships, Franchising, Alliances, Marketing Emarketer.com
strategies, Expansion strategies, Cooperative strategies WebMarketing.com
19UE1 - Common Courses
MANAGING ACROSS
2019-2020 CULTURES
American BBA3
Crédits ECTS : 3
Andrew SCHARF
4. Course content :
Diplôme : Managing Across Cultures is designed to get practioners
M.A. in European History, New York University to better understand the complexities of diveristy of
working with people from distinct socio-economic
backgrounds. This course takes a close view at team
Dernière fonction : building, leadership, project planning by examining
Former FT Professor in Marketing Management, emotional intelligence, cultural behavior, behavioral
ISC Business School, Paris, Senior Consultant In psychology, and positive psycology as applied to mana-
Crisis Management, Hill & Knowlton gement and business in general. Sociological methodo-
gies are examined and applied through readings,
lectures, and case work. Students will not only learn
how to be more persuasive but also on how to build
win-win scenarios with their workforce and clients.
1. Prerequisites : How to manage in multicultural environments
Open-minded, flexible, willing to stretch your awareness ; How to work effectively and productively harnessing
work experience in international context or equivalent diversity in the workplace
How to shape human behavior in the workplace and
2. Course objectives : society
Build a foundation for managing teams and leadership
roles in multicultural environments.
What students will learn : How to examine and analyze
5. Teaching Methods :
socio-economic models, and their impact on shaping work
culture and management practices. Since culture is a Classes will include interactive lectures, short exer-
mosaic across the global business environment, students cises, review of reference articles, and student
will learn how to leverage the power of cultural unders- groups’ presentations on topics related to the
tanding across diverse business practices. course. In particular, students will be asked to
At the end of the course the student should be able to: review class materials, prepare short group presen-
• Know how to structure their behavior in cross-cultural tations, prepare for the exam.
environments
• Effectively deliver a management consulting and public
policy brief in English
• Analyze oral communication skills and improve them
• Build and lead effective & productive teams
• Gain a more holistic and ethical approach to manage-
Type d’évaluation : %
ment practices Individual assignment : 33 1/3 %
Group Oral Presentation : 33 1/3 %
Participation and attendance : 33 1/3 %
3. Key Words :
Confidence, Self-Awareness, Authenticity, Leadership, Bibliographie :
Human Values Ryznard Kapuscinski, The Other, Verso, London (2018)
D. Holt & D. Cameron, Cultural Strategy, Oxford, (2012)
Webographie :
Ted.com 20UE1 - Common Courses
21st century
2019-2020 economics
American BBA3 Marketing
Crédits ECTS : 3
Foued AYARI
Diplôme : 3. Key Words :
PhD in Economics, City University of New York Monetary Policy (conventional and unconventional)/
Business Cycles/ Global Economics and Foreign
Exchange/ Protectionism/ Digital Economy
Dernière fonction :
Senior consultant at Euromoney Trading and Top 4.Course content :
Finance. Former analyst at the New York State Session 1 : Demystifying Economics: The Basics
Banking Department
Session 2 : Microeconomics (as per CFA level 1 curriculum)
Session 3 : Macroeconomics (as per CFA level 1 curriculum)
Session 4 : Global economics(as per CFA level 1 curriculum)
1. Prerequisites :
Basic Economics and basic mathematical skills Session 5 : Recent and Current themes in Economics Part 1
2. Course objectives : Session 6 : Recent and Current themes in Economics Part 2
The purpose of this course is to introduce the
student to the disciplines of contemporary econo- Session 7 : Connecting the dots from macro to markets
mics and provide an understanding of how it func-
tions in the 21st century from a theoretical and Session 8 : Socio-Economic Development
practical perspective. The course introduces econo-
mic reasoning as well as techniques and processes 5.Teaching Methods :
of thinking used by economists in their attempts to Face-to-face with powerpoint slides, research
analyze and explain current domestic and internatio- reports and group presentations.
nal policies and issues. The course is based on an
economic textbook theory (Taylor and Mankiw) but •
also on the Economics curriculum of the CFA Level 1
(micro, macro and global economics) and on a set of
seminars conducted by myself in several countries
on current economic issues such as nonconventional
monetary policy, Brexit, regulations, financial crisis, Type d’évaluation : %
geopolitics, country risk, emerging markets, currency Continuous assessment : 20%
wars and international trade dispute. Group presentation and class participation : 30%
Final Exam : 50%
At the end of the course, the student will be able to :
• Understand micro/macro and international economics Bibliographie :
• Demystify current economic issues such as noncon- • Economics by Mark Taylor and Gregory Mankiw
ventional monetary policy, financial crisis, currency • Capital in the 21st century by Thomas Piketty
wars, protectionism, income inequality or the
digitalization of the economy Webographie :
• Understand the links between economics and www.bls.gov
financial markets www.bea.gov
21International Advertising/
UE1 - Common Courses
2019-2020 Communications strategies
American BBA3
• Single-minded proposition – say just one thing about a brand
Crédits ECTS : 3 and decide on your angle.
• The Feel Good Factor – use a wide range of communication
tools to make the target(s) feel good about your brand.
• Bang for your Bucks – how to have an impact – in terms of
Kevin CHURCH media but also events, sponsorship, press and public relations.
Includes an international angle.
Diplôme : 4.Course content :
Degrees – Combined Honours degree in Spanish and • Marketing but mostly communications and advertising audit.
What different messages are there in the market. What are
Psychology competitor communications and advertising agencies doing?
• Looking at what has been done historically in Communica-
Dernière fonction : tions.
• How an advertising agency works.
International Press Relations for Total, the
• Student research on the big agencies/or creating their own
French Oil Company, working with Christophe de agency.
Margerie, CEO. • Segmentation, Targetting, Positioning.
• What makes a good advertising and communications
campaign.
• Looking at Competitive Advantage, USP, Only the Brand Can,
Single-Minded Proposition.
1. Prerequisites :
Have a basic knowledge of business, and be eager to learn • Slogans and Visuals – campaigns. Designing and Implemen-
about advertising. ting a Campaign.
• Media Plan – how to get maximum impact. Media and
Creativity working together.
2. Course objectives : • PR/Sponsorship/ Events.
General course objectives: Help the student to understand • Advertising Communication Plan – Creation of a strong theme
basic advertising and communication theories, concepts and and implementation across all areas of communication – with
techniques, but also how to implement these techniques. maximum impact.
Student will acquire a vision of advertising and communication • Evaluations and ROI
processes. Student will also be encouraged to use his or her • International Angle – discipline in international advertising and
own creativity – and understand the importance of creativity in communications, a case-study from British Airways Internatio-
communications. nal. Tendancies in international marketing and communications.
At the end of the course, the student will be able to:
5.Teaching Methods :
• Analyse a market and identify tendancies that can be relevant • K Church explains Communications theory using a range of compre-
for communication. hensive theoretical documents covering the different areas of
Advertising and Communications.
• Differentiate one competitor strategy from another and also
from own brand • K Church also uses real-life case studies from his career at Saatchi
and Saatchi Advertising London, where he worked on the Cunard and
• Identify the processes inside an advertising agency/and
British Airways accounts. He also worked for Disneyland Paris during
identify different styles. the launch period in the Marketing and Communications departmentHe
• Identify brand strong points and competitive advantage also uses real-life episodes from his press relations experience at
• Focus on brand benefits to create a pré-slogan Total.
• Express the benefits of the brand • Students will answer relevant questions during class.
• Choose the correct target for the brand. • Students will be asked to research different subjects in advertising
• Create an advertising and communication plan and communications, and present at an individual level and also at a
• Evaluate advertising and communication. group level.
• Bear in mind national and international parameters • The final presentation will be focused on a complete Advertising and
Communications Plan.
3. Key Words :
• What’s your opinion ? Judgement call - Give one’s own
opinion on advertising campaigns and concepts and make
Type d’évaluation : %
decision without hiding behind data understand a
judgement call. Individual presentation : 33 1/3%
• Only the brand can – identify USP and competitive Group presentation : 33 1/3%
advantage of the brand. Final Exam : 33 1/3% 22UE2 - Finance Concentration
Capital
2019-2020 markets
American BBA3 Finance
Crédits ECTS : 3
Denis CONTRERAS 4.Course content :
1. Equity Market
Diplôme : • Discuss the importance of Major Stock Exchanges,
Major Indices
MBA Kellog Graduate School of Management
• Factors affecting share price, performance, volatility
Dernière fonction : and liquidity
More than 20 years in financial services covering • Primary, Secondary and Tertiary markets
: portfolio management, investment banking, 2. Bond Market
hedge funds and private equity. International • Bond Market characteristic, credit rating; Yield to Maturity
business in raising capital and valuations. • Different asset classes: Money Markets
• Regulation and Federal Reserve and European
Central Bank
3. Forward Market
• Product characteristics, pricing, value and application
1. Prerequisites : 4. Future Market
Basic knowledge of corporate finance and accounting. • Role of Clearing house and Margin Call
Familiar with economics and current global events. 5. Option Market
• Product Characteristics, Pay offs diagrams
2. Course objectives : • Options market: Put Call Parity, various types of
The main purpose of this course is to provide strategies of hedging or speculating.
students with working knowledge on how capital Use of Black Scholes
markets operate and understand the economic
effects. The focus is on understanding different 5.Teaching Methods :
asset classes of financial instruments used by Course is based on lectures (40%), presentations
multinationals (MNC), banks and investments firms. (25%), exercises and homework (25%) and guest
Each instrument is used for either hedging or specu- speakers (10%).
lating and it is important to understand why an
•
investor or MNC would engage in such instruments :
plain vanilla options, convertible bonds, ETF,
Foreign Currency, forwards, futures, Swaps and
more exotic derivatives.
At the end of the course, the student will be able to :
• Know how to protect your investment
• Gain understanding on how to increase Type d’évaluation : %
returns on investments Contrôle continu : présentation orale : 25%
• Understand Risk Management Contrôle continu : dossier collectif : 25%
• Price financial instruments Partiel individuel : 50%
• Appreciation of global financial markets
• Understand the importance of Regulation in financial Bibliographie :
markets Caplital Markets Instruments – Analysis and Valuation
Third Edition, M. Chourdry, D. Joannas, G; Landuyt, R.
3. Key Words : Pereira, R. Pienaar. Macmillan
Inverted yield curve, mark to market, basis Webographie :
points (bps), long position, short position. https://www.bloomberg.com
https://bit.ly/2kucUbK
23UE2 - Finance Concentration
Financial analysis &
2019-2020 Business Valuation
American BBA3 Finance
Crédits ECTS : 3
4.Course content :
Fundamentals of Corporate Finance Theory for Valuation
Foued AYARI • Present Value
• Net Present Value
• Internal Rate of Return
Diplôme :
• Perpetuity Valuation
PhD in Economics, City University of New York • Growing Perpetuity Valuation (Gordon Model)
• Annuity
Dernière fonction : • Capital Asset Pricing Model (CAPM)
Senior consultant at Euromoney Trading and Top • Weighted Average Cost of Capital (WACC)
Finance. Former analyst at the New York State Financial Statements Analysis
Banking Department • The Analysis of the Balance Sheet and Income
Statement
• The Analysis of the Cash Flow Statement the
Statement of Shareholders’ Equity
• Ratios analysis and The Analysis of Profitability
Valuation
• Valuation overview
• Review of the integrated financial modeling
1. Prerequisites : (income statement, balance sheet and cash-flow)
Basic Corporate Finance and financial accounting skills • Finance projections
• Calculating Enterprise Value and Equity Value
2. Course objectives : • Comparable Companies Analysis
This course is an introduction to the valuation • Precedent Transactions Analysis
techniques used by the finance industry when • Discounted Cash-Flow Analysis
valuing companies. • Valuation in Mergers and Acquisitions
At the end of the course, the student will be able to : • Introduction to LBO valuation
• Understand all the valuation techniques used by the
Finance Industry, 5.Teaching Methods :
• Use the most appropriate valuation technique when Slides PowerPoint, Excel, exercises and real world cases
valuing a company,
• Build-up the right valuation model and check for
consistency will overall economics and reasonableness.
3. Key Words :
• Entreprise Value
Type d’évaluation : %
• DCF
Tests : mid term exam & case study : 50%
• Financial Statements Written Exam : 50%
• Ratio
• M&A Valuation Bibliographie :
• Investment Valuation : Tools and Techniques for
Determining the Value of Any Asset, Professor A. Damo-
daran (available on Cyberlibris)
Webographie :
morningstar.com
wsj.com ( Wall Street Journal)
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