Programme content

DREAM – CREATIVE WORKSHOP
ou don’t need multivitamin fruit juice, cookies with magical fibres or a yoga mat. Five minutes, a sheet of paper (even better: your ideas note book) and a pen is all you need! You will plunge into the ocean of creativity with this first workshop. Understanding the creative process, practicing idea generation sessions and discovering your strengths and creative resources, will help you transform problems into creative challenges and activate your creativity “on demand”.

SNIFF – MARKETING INTELLIGENCE. Market research, customer behaviour understanding and competitive intelligence focus now on finding and detecting valid primary sources before deciding to lead a proprietary survey. This means having a clear view on what information is really necessary and analysing market information from the marketing manager’s perspective, with a whole new, creative mind. You need to “sniff” the markets and “smell” the needs before your competitors do !

Under the guidance of a famous advertising Creative Director, you will learn how to run full communication campaigns: distinctive, memorable and ….performing! From strategic planning to implementation issues, you’ll be initiated to what makes a “great campaign”, understanding key success drivers and relating the creative process to market performance. SELL – YOUR CRAZY IDEASUnder the guidance of a famous advertising Creative Director, you will learn how to run full communication campaigns, exciting, distinctive, memorable and …. From strategic planning to implementation issues, you’ll be initiated to what makes a “great campaign”, understanding key success drivers and relating the creative process to market performance.

In this chaotic world, creative strategies are winning strategies! At least if you can design a business model integrating new ways to generate revenues, new ways to manage supply chains and new ways to satisfy new customers. Here you will be confronted with some radical ways to think strategy. Blue oceans, greening, zapketing,…will have no more secrets for you. And you will understand that cultures matter as much as techniques when you work on your strategic architecture !

Most innovative marketing concepts or projects are unknown to consumers and customers at the start-up point. In such cases, market research techniques, product conception, price setting and other ways of conducting the marketing mix are totally different from usual products and services. In this workshop you will build a whole new product idea from scratch and devise a plan to convince your target market to adopt it.

Project yourself in the future! Imagine how business will be run in the coming years, taking into account major trends as technology revolution, sustainable development, social conduct and globalization. Prospective thinking and « out of the box » scenario planning will be at the hub in terms of skills acquisition here… And you’ll have a full sensitivity about what “future” really means !

Performance: “the fulfilment of a claim, promise, or request”, Merriam-Webster dictionary states. Marketing is like show business! You need to be perfect every day, look at every detail, and… create excitement all along the audience experience. Here you will act as a director of performing arts implementing a marketing plan, a promotional event or some other operations. And you will be judged on your…performance!

Today, emotions and feelings are guiding our behaviours. Even “serious” products and services need to appeal your senses. How to stimulate customers’ 5 senses to make them use their 6th sense, is the challenge. Mastering these new techniques is at the heart of new marketing. They can be used strategically to create new value, or operationally just to leverage the value. Whatever, as future creative marketers, you need to be exposed to it !

At regular points in time in your journey, you will have to reflect on the work done and “feel the field”. We prepared for you a new kind of internship called “Shadow Exploreships”. You will follow a creative manager or a team in a creative industry like a shadow: taking note of his (her) way of working, understanding relationships (s)he may have with others, criticizing, coming with provocative recommendations and reporting to your classmates.

At regular points in time in your journey, you will have to reflect on the work done and “feel the field”. We prepared for you a new kind of internship called “Shadow Exploreships”. You will follow a creative manager or a team in a creative industry like a shadow: taking note of his (her) way of working, understanding relationships (s)he may have with others, criticizing, coming with provocative recommendations and reporting to your classmates.

At regular points in time in your journey, you will have to reflect on the work done and “feel the field”. We prepared for you a new kind of internship called “Shadow Exploreships”. You will follow a creative manager or a team in a creative industry like a shadow: taking note of his (her) way of working, understanding relationships (s)he may have with others, criticizing, coming with provocative recommendations and reporting to your classmates.

ACT – CREATIVITY IN ACTION FINAL EXPLORATION MASTER PROJECT
No Master title without a Master project! This is how you can demonstrate your ability to master your new skills. How you can show to any future employer how smart you are, how hard you can work and how successfully you can manage a creative process. We will make you realize something you never did before. And you and us will be proud of it!