Overview

Innovation is crucial for companies’ growth – for startups as well as for big corporations. Innovation can rise up in startups, R&D departments, dedicated Labs or traditional business units. Marketing & Communications are key to engaging the team, matching user’s expectations and explaining the technological part (if relevant). And can even be used to raise funds.

This course is based on "live" business cases. After a classic introduction to give the framework of digital communication, we welcome startups and professionals to discuss real-life cases which you have prepared before class.

Thanks to his experience in Journalism as a business editor at Bloomberg News, and in Marketing as content director at Ogilvy Paris, François Doux focuses on a practical approach to teaching the Marketing of Innovation. This course is based on learning by doing, and offers a 360-degree overview of communication strategies and execution. Three main angles are covered: corporate communications, brand & product communications and personal branding for entrepreneurs/innovative leaders.

Learning outcomes

Knowledge of how to . . .

  • Define the communication strategy for new products & innovations

              Specify and adapt your messages

              Audience

              Select the right channels

              Match content & the conversion channel

  • Produce content that matters to your audience
  • Distribute this content thought digital, social and traditional media
  • Prepare for interactions with the press
  • Market yourself