Josserand Emmanuel
Cours
BACHELOR
Possibilites d'ENCADREMENT
Par ailleurs, 3 types de travaux peuvent être encadrés dans le cadre de ce cours: - Projet de recherche de Bachelor
Le projet de recherche de bachelor (de 40 pages maximum) doit comporter une partie théorique et une application pratique - Term paper de Licence
Le travail écrit de licence (de 20 pages maximum) doit comporter une partie théorique ou une application pratique - Mémoire de Licence
Le mémoire de licence (de 40 pages maximum) doit comporter une partie théorique et une application pratique Pour l'ensemble des travaux écrits, la sélection des projets de recherche sera faite en fonction de la qualité de la proposition (2 à 3 pages) et de la pertinence par rapport au cours. Les études de cas, si possible multimédia seront favorisées.
Les propositions de recherche doivent être envoyés à Walid SHIBIB à : walid.shibib@unige.ch
Les étudiants dont le projet aura été sélectionné pourront alors solliciter un rendez-vous à la même adresse email afin d'être guidé dans leur travail
MASTER
4301149 CR Customer Oriented Organization
Credits: 3
Spring semester
Sessions
There will be a 4-hour session every 2 weeks (instead of weekly sessions). Dates to be determined - Introduction
- Organization and client orientation
- Managing with the brand
- Customer loyalty programs
- Brand communities (Computer room session)
- Customer value
- Information and CRM
Course rationale:
An applied course
Theoretical elements
Cases and situations discussed during sessions
A field work in groups
A managerial approach:
We often mix up CRM tools and Customer Orientation
The main focus is on managerial issues: organization, culture and behavior
Main questions dealt with in the course are:
What type of organization is more likely to develop a client orientation?
How can the brand be used as leverage for internal management?
What is customer value?
How to build customer loyalty
How to optimize the use of CRM tools
Assessment
1. Group exam
In a group of 4, prepare a case study matching the subject of one of the session. This case study is conducted in the organization of your choice.
Library, databases, Internet search, etc.
+ At least two interviews (filmed)
Form and contents of the presentation, as well as oral presentation skills will be graded.
• Analysis of the case using course contents and key references.
• Presentation of the case (part 1) and proposed solution (part 2), 15mn. Q&A, 10mn.
Presentation dates: to be determined
2. Group exercise and presentation during the Brand Communities session
Guidelines will be given during the first part of the session.
3. Individual exam
Multiple choice questionnaire + 1 open question (2 hours).
Mandatory readings provided on Dokeos
4301108CR Methodology for Master's Thesis Spring semester Course Session
Dates to be determined
Group presentations
Dates to be determined
Mandatory attendance for all students, not only those presenting
Assessment
1. Oral presentation:
• 20mn presentation (to be sent one week ahead to teaching team + feedback group)
• 10 min feedback + Q&A from another group
• 10 min feedback + Q&A from teaching team
2. Feedback + Q&A for another group
• Each group must evaluate the oral presentation of another group
• Give feedback on strengths and weaknesses, prepare questions, give them directions to improve their piece.
3. Written report
• ≈25 pages (including references), double spaced, Times 12
• Taking feedback into account!!
• The objective is to present a coherent structure for a master’s thesis: Literature review, research question formulation + justification of relevance, Full research design (methodology, methods, analysis tools), expected result and relevance justification.
• This reflects what should be presented to assistants/professors when submitting a master’s thesis proposal. Do not arrive empty-handed!
Course material available on Dokeos
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