[GEM] Advanced Master's Digital Business Strategy - 2019-2020 presentation

ACADEMIC YEAR 2019-2020
V1
ADVANCED MASTER’S
Digital Business Strategy
standard presentation
in partnership with
vismktg.info/stdpreso2020

All rights reserved - © 2015-2020 - GEM 325/03/2019
Just google my name
Photo credits : Agence Prisme / Pierre Jayet et Mikser Disain / Ahto Sooaru / Pixabay and others as stated
@ygourven
@vismktg
Yann Gourvennec
Program Director
visionary ‘@’ grenoble-em.com
http://linkedin.com/in/ygourven
Visionarymarketing.com
@ygourven
+33 1 4018 7834

Agenda 1. About GEM
2. The Advanced Masters at a glance
3. 2017 – 2018 program overview
4. GEM learning model (GLM)
5. Real life digital dept. assignment
6. Live business cases
7. Key benefits of joining the program
8. Career opportunities
9. Personal development objectives
All rights reserved - © 2015-2020 - GEM
25/03/2019 4
Program page: en.grenoble-em.com/digital
Program blog: digital-me-up.com

6
“SILICON VALLEY”
THE FRENCH
A PIONEER CITY
Located in an exceptional
natural setting
AN ECOSYSTEM
An economic and scientific hub,
with internationally renowned institutions
of higher education
A TRADITION OF INNOVATION
Social, economic, scientific,
technological, environmental...
GRENOBLE

TRIPLEACCREDITATION
AACSB (The Association of Advance Collegiate Schools of Business)
EQUIS (European Quality Improvement System)
AMBA (The Association of MBAs)
AWARDS AND RANKINGS
RANKINGS
5th and 6th
French ‘Grandes Ecoles’
ranking
Le Point – 2017
L’ Étudiant – 2017
Le Figaro – 2017
Le Parisien – 2017
F r a n c e W o r l d w i d e
21st
Top school
in Europe
in the European
Business Schools
ranking
63th and 71th
Executive Education
custom and open
programs
26th
in Europe for the
Grenoble MBA
The Economist
« Which MBA
Guide » - 2017
Financial Times
2017
33th
for the Master in
International Business
in the Global Master
ranking
21th
best « Junior »
Pre-experience
Master
in Finance
in the world
22nd
in the world for the
Grenoble MBA
QS global MBA
ranking - 2018
26th
in the World for the
Master in International
Business
QS Master in
Management - 2018

AGE 45
OCCUPATION Store manager
LOCATION Paris Area, France
DEGREELEVEL BA + Short Programs
DIGITALLEVEL Beginner
Personae
Suraj Paul
8
AGE 40
OCCUPATION Digital TeamManager
LOCATION Berlin, Germany
DEGREELEVEL Master
DIGITALLEVEL Expert
AGE 35
OCCUPATION Entrepreneur
LOCATION Geneva, Switzerland
DEGREELEVEL Master
DIGITALLEVEL Intermediate
AGE 23
OCCUPATION Student
LOCATION Madrid, Spain
DEGREELEVEL Engineering Degree
DIGITALLEVEL Intermediate
AGE 23
OCCUPATION Student
LOCATION Grenoble, France
DEGREELEVEL Final year PGE
DIGITALLEVEL Beginner
Executive profiles
Elena Günter Sara
MOTIVATIONS
- Professional & Salary Growth
- Recognition of Digital Expertise
- Degree in English
- Control his Team
SOCIAL MEDIA
- Twitter -WhatsApp
- Linkedin -Instagram
- Facebook
MOTIVATIONS
- Professional & Salary Growth
- Gain int’l Digital Expertise
- Change or Boost Career
- Control his Team
SOCIAL MEDIA
- Twitter
- Linkedin
MOTIVATIONS
- To Get Dream Job in Digital
- Work for a start-up or scale-up
- Develop Professional Network
- Int’l studies in English
SOCIAL MEDIA
- Linkedin
- Instagram/WhatsApp
- Snapchat
SOCIAL MEDIA
- Telegram
- Snapchat
MOTIVATIONS
- Specialise in digital
- Get a Job in Digital Business
- Final Year at GEM
- Int’l studies in English
MOTIVATIONS
- Found own business
- Gain int’l Digital Expertise
- Finalising her Project
- Developing her Network
- Increase career opportunities
SOCIAL MEDIA
- Twitter - Facebook
- Linkedin
Student profiles

THE ADVANCED
MASTER’S AT A
GLANCE

1025/03/2019
Our vision
doing away
with the
artificial
real world /
virtual world
divide
1. Digital not ‘virtual’ when all customers are digitally savvy
2. There is no divide between strategy and execution

PROGRAM AND
LECTURERS
Note: based on 2018 program - minor changes might occur

Speakers from all countries
all with strong digital business acumen
Joanne
Jacobs
James
Barisic
Christian Payne
Joseph
Donyo
Hubert
Kratiroff
Matthieu
Tran Van
Jon Bains
Alexandre
Jubien
Umesh Mukhi
Anna
Szkudlarek
Karima
Catherine
Goundiam
Pierre
Bravoz
Joost
Kadijk
Lee
Schlenker
Ted
Gleason
Philippa Gamse
All seasoned digital professionals
with strong background in lecturing

Program design in 3 steps
•1. Mastering Digital
Marketing
• Digital Transformation
• Marketing Strategy
• Digital Marketing
Techniques
• E-Commerce
• UX
• Research
• Social Media + Ads
• Digital Geostrategy
•2. Mastering Digital
Techniques
• Project Management
• Hands on
• Mobile
• Digital Technologies
3. Learning by Doing
•Flipped Teaching
•Digital Me Up
Digital
Business
Strategy

2019-2020 program in a nutshell
And
13+ master
classes
Date Session # Topic Description
17-19 Oct 1 Induction seminar
(+ Facebook ad / 1 module)
The Induction seminar is about introducing the
program and some of its main principles as well as
the GLM guidelines. Over the course of three days
we invite an array of professionals from various
areas of the digital spectrum. The highlight of this
session is the work we will start doing on the live
business cases as well as the matchmaking exercise
which will lead to the building of teams for those
cases.
07-09 Nov 2 (+ Facebook ad / 2 module)
Social media management
Social media management covers all areas of social
media starting with social media history evolution
and future, content marketing and social selling and
tools for management and analytics. Insider details
are given about internal digital social media
management within enterprises and crisis
management. Flipped learning exercises are
included in this session.
21-23 Nov 3 Web Marketing strategy Web marketing strategy is about the online
customer journey from cradle to grave. It will cover
areas such as the mobile momentum, CRM data
collection, performance KPIs. it's heavily based on
the GLM (GEM learning model)
FMP vivas
DECEMBER 2020
Live Business Cases vivas
JUNE 2020

2018-2019 program in a nutshell (2)
And
13+ master
classes
05-07 Dec 4 Digital Marketing techniques The digital marketing techniques session is
dedicated to SEO, SEA and all various paid
advertising and content marketing techniques
techniques aimed at bringing more traffic on
your websites and other digital assets.
19-21 Dec 5 Project management Project management is a practical learning
session aimed at understanding the basics of
project management, deadlines, deliverables.
The learning session is geared towards a role-
play of a tender which is submitted by an
agency for a client. Teams will be taking turns
in both roles.
9-11 Jan 2020 6 Mobile Marketing Mobile marketing covers all areas of mobile
marketing such as mobile history, native apps,
apps, web apps, hybrid apps and mobile
project management amongst other things. It
provides the background and facts and
figures about the mobile market. The session
is a blend of teaching and Flipped teaching.
23-25 Jan 7 E-commerce and U-commerce E-commerce and u-commerce is a practical
session geared towards the building of an
online shopping experience. It’s built around
business case, students are working in groups
to build a new e-commerce venture using
standard market tools.
FMP vivas
DECEMBER 2020
JUNE 2020

And
13+ master
classes
6-8 Feb 8 Hands on
digital
module
The hands-on digital module is about getting to grips with the basics of
digital technology, its vocabulary, and main digital technical tools and
platform types; all necessary background information for managers who
want to pursue a career in digital. The aim of this module is not to turn our
students into technical experts but to provide the basics for exchanging and
and working with technical people. They will learn how to build servers,
host videos, practice various technical tasks all during a fully hands-on
session.
20 Feb 9 Research Research is a day which is dedicated to the understanding of the
requirement for the final master project (aka professional thesis). Students
are told about the prerequisites and the deadlines for the FMP. Sessions are
practical and based on the input of the student. They are in turn asked to
come and discuss their subjects and topics and validate them with the
program director and a PhD student who is supporting the program
director with the session.
21-22 Feb 10 Digital
transformatio
n
The digital transformation session is a blended learning session based
around the understanding of the opportunities and the issues that
businesses are facing with regarding to the implementation of digital. What
methodologies are available for the audit of the current situation, what
objectives would digital be able to help the business fulfill and how to
implement digital in a business-orientated way are the main points
pertaining to this session. Resistance to change and change management
are also a cornerstone of the module which will be taught by two seasons
professionals who have implemented technology in the field for many
years.
05-07 Mar 11 Geo strategy
& geo
economy
Geo-strategy and geo-economy of the web is dedicated to the
understanding of the Internet throughout the world. Differences,
similarities and cultural differences about the way that it is used in various
regions of the world. To this end we bring different lecturers from various
parts of the world who describe the Web from their perspective (China,
North America, Africa and Europe)
FMP vivas
DECEMBER 2020
JUNE 2020

And
13+ master
classes
19-21 Mar 12 User
experience
User experience is a three-day session, mostly based on flipped teaching,
aimed at understanding the basics of user experience in digital. The session
is heavily ending on design thinking principles and is mostly about the
designing of a prototype which has to be validated by real-life users over
the course of the three days.
2-4 Apr 13 Digital
technologies
& innovation
Digital technologies and innovation is a session dedicated to the
understanding of technology its appraisal and the lifespan of technologies.
23-24 Apr AM 14 Flipped
teaching
Flipped teaching is a one and a half day session whereby students are
actually presenting a topic allocated to them by the program director each
of them based on their own background. Students are presenting online on
Facebook live and are therefore contributing to the life the Masters and its
promotion
24 Apr PM – 25
Apr PM
15 Legal issues in
digital
Legal issues in digital is a one and a half day session dedicated to delivering
the main legal principles surrounding digital strategy and digital projects.
This session is delivered by an expert in legal issues with active practice in
the field. FMP vivas
DECEMBER 2020
JUNE 2020

And
13+ master
classes
14-16 May 16 Video
marketing
strategy and
practice
Video has become a staple of Web marketing, yet video marketing is still
considered a very difficult tactic for many Web marketers who are still
struggling both with the media and the associated Web tactics which need
to be implemented. In this session, a seasoned video marketing expert with
over 20 years of experience in that field will provide his tips and tricks
video marketing including the recent move of video to social and live
broadcast.
FMP vivas
DECEMBER 2020
JUNE 2020

2018-2019 program at a glance
Dates Topic
17-19 Oct 2019 Induction seminar (+ Facebook ad / 1 module)
7-9 Nov (+ Facebook ad / 2 module) Social media management
21-23 Nov Web Marketing strategy
05-07 Dec Digital Marketing techniques
19-21 Dec Project management
09-11 Jan 2020 Mobile Marketing
23-25 Jan E-commerce and U-commerce
6-8 Feb Hands on digital module
20 Feb Research
21-22 Mar Digital transformation
05-07 Mar Geo strategy & geo economy
19-21 Mar User experience
2-4 Apr Digital technologies & innovation
23-24 Apr AM Flipped teaching
24 Apr PM – 25 Apr PM Legal issues in digital
14-16 May Video marketing strategy and practice
25 - 27 June Live business cases presentations
+ master
classes
FMP vivas:
DECEMBER 2019

2018-2019 program overview - MASTERCLASSES
Some of our 2018-2019 master classes
SMEsFINTECH
How to set up a
full digital bank
42 rules for a
web presence
that wins
Bing Ads
Marketing
automation
FROGANS in
China
Digital
Entrepreneurship
…

Program breakdown
Semester One: Autumn Two: Spring Live Business
Cases + Digital Me
Up
Dates Sept to Dec 2019 January to May
2020
Oct 2019 to June
2020
No of courses 5 courses
120 face to face
hours
11 courses
216 face to face
hours
24 hours
No of
assignments
5*2 in-class
assignment
11*2 in-class
assignments

Program details
Face to face hours
Autumn 120 hours
Spring 216 hours
Total face to face hours-
courses
336 hours
Live business cases 24 hours
Total ECTS credits 360 hours
European Credit Transfer and Accumulation
System (ECTS) is a standard for comparing the study
attainment and performance of students of higher
education across the European Union and other
collaborating European countries.Students
concerned
ECTS
Credits
All students are
concerned
Autumn 9
Spring 30
Live Business Case 4
Digital Me Up 2
Total academic ECTS
credits
45
Students concerned ECTS
Credits
MS and EM
Normandie
Professional thesis 30
3A PGE of GEM Professional
Experience
15
To sum up :
- The MS Students and the EM Normandie students
get 75 ECTS credits
- The 3A PGE of GEM get 60 ECTS credits

GLM
GEM LEARNING MODEL
INCLUSIVE OF DIGITAL ME UP

The GEM Learning model (GLM)
Has been our
guiding line for
five academic
years
25/03/2019 All rights reserved - © 2015-2020 - GEM 24

Flipped teaching
Or learning by doing
Students present
a topic
(experience,
interest, passion..
Related to digital )
There are two
options:
- You choose the
topic you like
- We suggest a
topics based on
your
experience

Real-life digital dept. assignment
Platform built from scratch
with the 2015-2016 class
Students of this program
are a digital team. As part
of this assignment, group
will be proposing solutions
and presenting them to
the whole team. Also in
charge of continuous
improvement. They are
encouraged to take
ownership of the platform

Digital Me Up
Digital me up deadlines
DMU1: End of Oct
DMU2: Beginning of Jan 2020
DMU3: End of Feb
DMU4: End of April

Live Business Cases [2018-2019]
Live business cases are real life
business cases or projects carried out
by our students of the Advanced
Master in Digital Business Strategy
on various subjects.
Target businesses typically include
innovative, preferably large,
companies in all verticals
Live business cases are like full fledged
consulting engagements in which
students are encouraged to take full
ownership of the project, from a given
preliminary brief to the final deliverables
and report/presentation
Groups of 3-4 students. projects kicked off
at beginning of program, vivas in June
Year 2
LBC 1
LBC 2
LBC 3
LBC 4LBC 5
LBC 6
LBC 7
LBC 8
LBC 9
LBC 10

GEM’s new Paris Campus (Autumn 2019)
The new campus is located South of Montparnasse, in the 14th district of Paris. It is surrounded by
greenery and will soon be entirely refurbished. Our induction session has been postponed till Oct 17 to
leave time for the renovation work to be completed.

GEM’s new Paris Campus (Autumn 2019)
A stone’s throw from Montparnasse
and Denfert Rochereau

KEY BENEFITS OF JOINING
THE PROGRAM

Key benefits for learners - A cutting-edge program au fait with the latest
trends in digital and Internet project
management
- A program entirely focused on digital strategy
Highly-qualified teachers and professionals from
the digital sector
- Innovative and digital teaching methods (in
English): live business cases, flipped teaching,
master classes, Digital Me Up blog, Google
certifications, etc.
- A rewarding multicultural learning environment
- A mix of exec students and younger students
conducive to inspirational exchanges between
generations

CAREER OPPORTUNITIES
AND CAREER
DEVELOPMENT

International career opportunities
This program is a door-opener for
competitive international career
opportunities such as CDOs (Chief Digital
Officers), CDMOs (Chief Digital Marketing
Officers), Digital and social media directors
and managers, E-marketing and E-business
managers, Consultants in Digital Strategy,
Web agency directors, Project managers,
and Web entrepreneurs, among others.

Digital Marketing Job trends
http://bit.ly/2Gp13Yz

Top Digital Marketing jobs and average salaries
Source: Internet of Things Institute http://www.ioti.com/iot-strategy/2017-salary-guide-15-hottest-digital-marketing-jobs-and-what-they-earn

Different Alumni profiles and
career moves
“X” was a junior project manager. After the masters he became digital
project manager. His salary went from €30k to €34k
“Y” went from being a Web marketing assistant to a Web marketing
manager. Her salary increased from €30k to €40k
“Z” was a junior sales and marketing manager earning €30K p.a. He
became Business developer with a salary of €35-40K.
On top of our younger students, other profiles include more senior exec
students (14 in 2017-18) among whom digital entrepreneurs (3 in 2016-17 1
in 2017-18), brand and Web directors (2 in 2016-17) and
managers/directors moving to higher digital positions, some of them (2 in
2016-17, 5 in 2017-2018) having used the MS Digital Business Strategy to
create their new position within their existing business
Some of our students are also moving to consulting positions within digital
consultancies seeking to hire new profiles with digital background as there
is strong demand in the market for that kind of profiles and engagements
Please be aware that these are only examples and that salary negotiations
can vary greatly from one person to the next for the same position and
similar profiles depending on e-reputation and personal negotiation skills
and/or industry and location

[GEM] Advanced Master's Digital Business Strategy - 2019-2020 presentation

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