Au travers d’un apport de connaissances magistral illustré par des travaux dirigés, l’étudiant découvrira la comptabilité gestion, ses principes et son utilité à la prise de décisions stratégiques. Il abordera au cours de cette Unité d’Enseignement les fondamentaux et les notions les plus largement utilisées (charges directes et indirectes, budgets,…).

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PART I 


• Introduction to organisational theory
• Why study organisational theory? 

• The notion of “organisation” 

• The major schools of thought
• The classical school
• The human relations (HR) school

• The decision-making school

• The neo-classical school 

• The contingency school

PART II 


1) Organisational structures 


2) The components of an organisation 


3) Organisational configurations 


PART III 


1) Case studies


Teaching/learning methods: the sessions will comprise a mixture of lectures and work on case examples, with some quizzes and Q&A sessions to consolidate knowledge.

• The major schools of thought
• The classical school
• The human relations (HR) school

• The decision-making school

• The neo-classical school 

• The contingency school

PART II 


1) Organisational structures 


2) The components of an organisation 


3) Organisational configurations 


PART III 


1) Case studies


Teaching/learning methods: the sessions will comprise a mixture of lectures and work on case examples, with some quizzes and Q&A sessions to consolidate knowledge.

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Introduction
• Presentation of the course objectives.
• Overview of marketing and branding in the digital age.

Session 1: Fundamentals of Marketing and Branding
• Exploration of the Marketing Mix and brand strategy: Understanding the principles of the target, competitive landscape, branding strategy…
• Group work: Study and presentation of analyses of different brands.

Session 2: Innovation and Strategy with AI
• Introduction to AI technologies in marketing: potential, tools and use cases.
• Modification of existing brand strategies thanks to AI: practical application in small groups.
• Final presentations of group projects and open discussion on innovative approaches.

Teaching methods: (e.g. lecture in an amphitheater) (with tutorials) (with or without tutorials)…
• Interactive methods: Quizzes, class discussions, group work, and case studies.

• Practical application: Use of AI tools for the creation and adaptation of marketing strategies.
• Constructive feedback: Individual and collective feedback to promote learning and continuous improvement.

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