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 Assessment 4301108CR Methodology for Master's Thesis Spring semester Course Session 3. Final exam (70%) with all documents allowed, during the exam session.
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
1. Group exam
In a group of 4-5, 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
Dates to be determined
Group presentations
Dates to be determined
Mandatory attendance for all students, not only those presenting
Assessment
Course Evaluation:
The minimum grade to obtain the ECTS credits of the course is 4.00/6.00.
1. Workshops (observation, research design, literature review)
The class will be divided into 3 groups, in which we will form 6 further sub-groups. In each workshop, you will be taught a theoretical part, then you will work with your group on an assignment to be explained in class. There is no grading for the workshops to maximize learning time and discussions; please be active so that we achieve these goals!
2. Reading research articles (30%)
At the start of the workshop, your group will be given a research article to read. You have the whole workshop duration (e.g. 14h15 to 18h) to do the assignement and prepare your presentation (details will be given during the first session). Your group will be evaluated on the last afternoon’s presentation.
Online documents (Dokeos):
• PowerPoint presentations used during the course
• Syllabus
• Mandatory readings
• Articles for the Reading workshop
• List of groups and subgroups with full schedule