Visualisation plan de cours
2026 / 2027
EM4W5M03
Disruptive Marketing & Innovation Strategies
Programme
PGE PGE5 Marketing, Brand & Customer Experience
Semestre
B
Coefficient
6
Volume horaire
Face à face : 25 H
Travail personnel indicatif : 50 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
CLISSON
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Pascal CLISSON | pascal.clisson@em-strasbourg.eu | 25 h CM |
Discipline
Marketing
Descriptif
This course explores how marketing and innovation strategies can disrupt markets, challenge incumbents, and create new demand. Through a mix of theory, frameworks, and case studies, students will learn how companies like Netflix, Amazon, Airbnb, and innovators in pharma, finance, and luxury have transformed industries. The course combines strategic thinking (disruption theory, Blue Ocean Strategy, Jobs to Be Done) with practical applications (digital platforms, data-driven marketing, challenger brand positioning). Students will analyze and present cases, engage in debates, and develop a capstone project designing a disruptive strategy in a chosen industry.MAC
Développer une vision stratégique et managériale dans un contexte incertain/Develop a strategic and managerial vision in
12 ECTS
Objectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- analyze market disruption dynamics through the examination of competitive changes and shifts in consumer demand
- compare established market structures with emerging digital business models to identify sources of disruption
- assess the effectiveness of disruptive strategies using relevant theoretical frameworks and case evidence
- recommend strategic actions for challenger brands based on critical evaluation of market opportunities
- design a disruptive strategy for a selected industry by integrating concepts and market insights
Objectifs pédagogiques - AFFECTIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- demonstrate openness to diverse perspectives on market disruption by actively engaging in class debates and discussions
- integrate ethical and societal considerations into personal reflections on innovation strategies
- select key arguments to support a balanced position on the benefits and risks of disruptive business models
- exemplify a mindset of continuous learning by consistently applying course insights to emerging market trends
- influence peer discussions by sharing thoughtful insights that encourage responsible approaches to disruption
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
Course Outline (9 Sessions, 27 hours)
1. Introduction to Disruption & Innovation – Frameworks, Netflix case
2. Disruptive Marketing & Challenger Brands – Airbnb case
3. Customer-Centric Innovation: Jobs to Be Done – Pharma
4. Blue Ocean Strategy & Value Innovation – Cirque du Soleil, Nintendo Wii
5. Digital Disruption & Data-Driven Growth – Amazon, Netflix personalization
6. Platform Strategies & Network Effects – Uber, fintech, e-banking
7. Scaling Innovation & Managing Risk – Amazon, startups
8. Disruptive Branding & Communication – Luxury & consumer brands
9. Capstone Workshop & Final Presentations – Group projects
1. Introduction to Disruption & Innovation – Frameworks, Netflix case
2. Disruptive Marketing & Challenger Brands – Airbnb case
3. Customer-Centric Innovation: Jobs to Be Done – Pharma
4. Blue Ocean Strategy & Value Innovation – Cirque du Soleil, Nintendo Wii
5. Digital Disruption & Data-Driven Growth – Amazon, Netflix personalization
6. Platform Strategies & Network Effects – Uber, fintech, e-banking
7. Scaling Innovation & Managing Risk – Amazon, startups
8. Disruptive Branding & Communication – Luxury & consumer brands
9. Capstone Workshop & Final Presentations – Group projects
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
Basic knowledge of marketing principles and strategy. Familiarity with case study analysis.Supports pédagogiques
Mandatory tools for the course
- ComputerDocuments in all formats
- Newspaper articles- Case studies/texts
- Syllabus
Moodle platform
- Upload of class documentsSoftware
- Other :Adossement à la recherche
Bibliographie/références académiques
McKinsey, BCG, Bain innovation reports (latest editions).Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
During each classes
Compétence mesurée
Non renseignée
Evaluation intermédiaire / contrôle continu 2
During class
Compétence mesurée
ILO4.4-BAI, ILO1.1-PGE, ILO1.3-PGE, ILO2.2-PGE
Evaluation finale 3
Dernière séance
Compétence mesurée
ILO4.4-BAI, ILO1.1-PGE, ILO1.2-PGE, ILO1.3-PGE, ILO2.2-PGE
Seconde chance
Dernière séance
Compétence mesurée
ILO4.4-BAI, ILO1.1-PGE, ILO1.2-PGE, ILO1.3-PGE, ILO2.2-PGE