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Innovation & Design Thinking

With INVENT@UCA innovation program


This minor is covering different topics related to innovation: methodologies for creativity, company creation, business development and marking. It is composed of different courses, 3 of which can be selected in a semester to create an individualized curriculum.

Identify your talents

Being happy to get up in the morning to work is an essential part of a livable society and a healthy life. It is also to pursue the "promise of prosperity" that Straub (2018) speaks of as part of a "capitalism with a human face". Yet the facts are quite different: school disorientation for 2 students out of 3 in France, stress at work (52% of French). This course proposes to each participant to detect his distinctive talents (an individual does not have twice the same life course) and to identify the contexts in which they are most in demand, from the ISMA360® method.

The peculiarity of this method is to reveal the uniqueness of each one through the benevolent gaze of others. Never put profiles in a box, but reveal talents by semantic analysis and data mining. The method relies on the theoretical frameworks of the quasi-decomposability of a complex system and the principles of the realization.

Four steps are proposed:

  • Identification of distinctive talents
  • Discovery of one’s superpower (social contribution that includes all the distinctive talents)
  • Needs analysis: where am I expected?
  • Analysis of legitimacy: Am I perceived as legitimate?

Digital Marketing

Marketing relies heavily on digital tools: Web, Facebook, Linkedin, Twitter... This course therefore gives participants a knowledge of the digital world seen from the eye of the website manager.

It covers:

  • The different themes of web marketing starting with the basics of SEO, the many tools available to managers, such as banner ads, ad-words, the various social networks, but also game contests, buzz, customer tracking, e-commerce statistics tools...
  • The basis of any marketing action, the targets and the strategy to be implemented to reach them, to follow them, and to retain them.

Business models

Innovation must be based on a relevant business model. This is the condition of success of an innovation. The purpose of this course is to give participants the main concepts and tools for designing a Business Model:

  • The offer, the value proposition, the "Minimum Viable Product" and the "early adopters". This part will be conducted in connection with the effective strategic marketing course.
  • The main business model design frameworks (Business Models Canvas and Lean Canvas)
  • The main business models (pipes, collaborative platform) will be presented
  • The "Lean start-up" approach

Effectual Strategic Marketing

Effectuation is recognized as a specific and relevant approach to innovation and business creation. The concept of effectuation differs from strategic thinking in that it proposes control without predicting the future. The actual approach is based on the use of available resources and iteration. It underpins the lean start-up method and is adapted to innovation processes.

The course is based on the ISMA360® method from SKEMA Business School. With this method, participants are able to:

  • Understand the challenges of innovation that they propose to launch.
  • Define the appropriate marketing strategy, and in particular to clarify the offer, identify the first segments of the applicant markets and the market entry strategy.
  • To be convincing in explaining an effective strategy.

Digital Transformation Management

In the age of digital transformation chief digital officers are becoming directors of information systems (DSI), the organization 4.0 replaces the company 2.0, the Internet of Things becomes a real factor of competitive advantage, the Cloud threatens CIO trades and Big Data raise questions on their storage, processing and analysis. The digitization of companies is developing throughout the value chain and at all the different levels of the organization in a global digitization trend.

This course aims to provide students with a better understanding of the recent challenges of digital transformation management by working on three major issues:

  • Understand how all the major functions of the company are being transformed by this digitization (in particular the HR functions influenced by the use of Big Data and Marketing by means of new SEO strategies on the web).
  • At a more strategic level, understand the digital transformation in managerial decision making as well as the dissemination and risks of new decision support tools.
  • Finally, from a more operational point of view and in a management change perspective, we will show how new elements are brought to the management of projects.

Design Thinking and Artificial Intelligence

This course is an introduction to design thinking to provide quick access to Design thinking's approach and tools. Design Thinking is an approach that allows to design products, services and experiences that focus on the user experience. It is now widely used in the design of digital applications, which will be the focus of this course.

The course describes:

  • Example of products developed with a "Design Thinking" approach
  • Why use Design Thinking?
  • How to create spaces for effective Design Thinking?
  • Approach and Methods of Design Thinking Phase 1: Inspiration (Understanding and Observing)
  • Approach and Methods of Design Thinking Phase 2: Ideation (POV and Ideation)
  • Approach and design reflection methods phase 3: implementation (prototype and test)