Graduate Diploma in Management – User Experience

Managing a user experience project in a business context
Drafting of the mandate
Design of test plan and experiment
Identification of instruments and metrics relevant to the measurement of the user experience
Recruitment of participants
Realization of the data collection
Data analysis
Writing and presenting the evaluation report

- Research types (descriptive predictive causal)

- Concepts of Measure reliability and validity

- Qualitative research concepts and methods in UX

- Quantitative research concepts and methods in UX

- Introduction to web analytics

Distinction between descriptive statistics and inference
Useful digital and visual indicators in UX
Sampling and data quality
Point estimation
Hypothesis tests
Effect sizes

Comparison of two means (parametric and non-parametric tests)
Comparison of several means from independent samples (parametric and non-parametric tests)
Two-factor ANOVA

Theoretical foundations of UX design
User-centered design in collaboration with all stakeholders including end-users
Implementation of the iterative design according to divergent (broad innovation) and convergent (concrete innovation) modes
Management of ideation activities in a "Lean" and Agile development framework
UX communication and support through the ideation phase
Multi-disciplinary collaborative work with the team upstream and downstream of the ideation phase

UX maturity
UX strategy
UX teams structure
UX operations
UX culture
UX control

Theoretical bases of interface ergonomics
Implementation of the user interface design
Implementation of prototype development of all fidelity levels
Management of prototyping and UX evaluation activities in a "Lean" and Agile development framework
UX communication and support for the team throughout the prototyping phase

Characteristics of an e-commerce platform: Key features and their connection to the consumer lifecycle.
Industry and key stakeholders.
Business models and types of e-commerce platforms (e.g. online stores dropshipping marketplaces such as Amazon Etsy Fab Wanelo).
Review of three key concepts: Modularity customization and configuration.
Integration with internal management systems (synchronous asynchronous).
Understanding and critiquing new trends: Integration with social media (social commerce) and with other sales channels such as mobile or brick-and-mortar stores.

Business Model Canvas and the reality of mobile business.
Technologies and Possible Implementation Types: Hybrid native and progressive web apps.
Designing the Mobile User Experience: Understanding the limitations constraints and benefits of an effective design in a mobile context.
Organizational Perspective: How companies structure themselves to manage mobile app development.
Challenges expertise best practices and new team management methods.
Marketing a Mobile Application according to different scenarios and business realities.

Thème 1 : Industrie et principales parties-prenantes

Thème 2 : Paramétrisation vs développement sur mesure

Thème 3 : Méthodologie de déploiement en contexte d'architecture infonuagique

Thème 4 : Estimation des coûts et bénéfices liés à l'implantation d'un progiciel en contexte infonuagique

Thème 5 : Intégration des systèmes et architecture hybride

Thème 6 : Amélioration continue et mise à jour

Thème 1 : Industrie et tendances technologiques

Thème 2 : Intégration des données et des processus

Thème 3 : Méthodologies de sélection d'un PGI

Thème 4 : Stratégie de mise en route et approches de déploiements rapides

Thème 5 : Estimation des coûts et bénéfices liés à l'implantation d'un progiciel sur site

Thème 6 : Aspects contractuels de la relation avec l'éditeur

Classification and regression trees
Boosting and random forests
Neural networks
Model explanation and interpretation
Classification with imbalanced data
Uplift modeling and individual treatment effect estimation

1. Operational systems strategy and trade-offs
2. Basic concepts of process analysis (elements of a system flow analysis capacity bottleneck Little's law basic relationships between key performance indicators)
3. Analysis of an operational system with variability (sources and impact of variability safety capacity waiting line analysis blocking and starving in production lines discussion of `The Goal')
4. Simulation workshops (basic concepts of discrete event simulation; introduction to the software modeling simple systems such as production lines; modeling complex systems; output analysis)
5. Strategic issues in capacity management (pooling of resources; flexibility and the concept of chaining)
6. Application of capacity management for specific contexts
7. Variety management (costs related to variety modular design; postponement)

The evolution of digital marketing and its strategic rationale
Search engine algorithms and their evolution
Social media algorithms and their impact on content marketing
The injection of primary data into programmatic advertising campaigns such as audiences and targeting signals
The unique value proposition of technological tools that can be mobilized for digital marketing
Automation vs. ethical personalization of relationship-based digital marketing
Increasing conversion and the sales funnel in the customer journey

Digital Transformation: Nature and Scope
Digital Transformation: Strategic Initiative
Role of digital technologies particularly artificial intelligence in business model transformation: customer segments value proposition distribution/communication channels customer relationship.
Key skills for managing digital transformation
Contributing factors to success or failure
Privacy protection and personal integrity in data collection and usage

Becoming familiar with scientific research and the M.Sc thesis in UX
Initiating the research: exploring avenues and specifying a research topic
Translating problems from industry into a scientific project
Motivating the research and formulating a research question
Reviewing the literature and conceptualizing a research problem
Using and developing theory in the thesis
Planning the empirical investigation
Understanding and respecting ethical and responsible research practices
Validating the consistency between the research intents the empirical plans and the practical problem being addressed.
Communicating research results to the relevant stakeholders

Familiarization with the consulting field and its specific requirements: major areas of intervention managing a consulting firm etc.
Exploration of the general intervention process: the main stages in the consulting process the various approaches the different roles that consultants can play the main deliverables etc.
Introduction to the main skills and attitudes required during the various stages of the consulting process.
Self-awareness with regard to the requirements for the role of consultant and the consulting practice.

A basic overview of branding and consumer behaviour as they relate to marketing communication
Communication Tactic 1: Advertising including emotions humor persuasion knowledge
Communication Tactic 2: Digital marketing including SEO & Social Media
Communication Tactic 3: Public relations including sponsorship WOM and media relations
Communication Tactic 4: Selling and interpersonal communication
Communication Tactic 5: Integrated marketing communications
Market research as it pertains to messaging (e.g. A/B testing)
Ethical principles of the construction of marketing campaigns

The nature of text data
Preprocessing: tokenization and lemmatization
Bag-of-words topic models and naive classification
N-gram language models (Markov models)
Hidden Markov models and part-of-speech tagging
Distributed representations and vector semantics
Recurrent neural language models LSTMs and language generation
Transformers and masked language modeling
Encoder models and semantic search
Encoder-decoder models text summarization and translation

Introduction to electronic marketing
2.Consumers' online information search
3.Consumers' online decision-making
4.Online advertising
5.Online customer experience
6.Online pricing
7.Omnichannel distribution
8.Website and app evaluation
9.Online customer relationship management
10.Consumers' satisfaction and loyalty

Understanding and defining the market
Firms and their external environments
Competitor analysis and blue ocean strategy
Consumer power in the marketplace
Change innovation and strategic marketing response
Strategic Marketing: planning assessment and control
Ethics changing cultures and firms' adaptability
Strategic Marketing Other firms' functions and firm's expansion
Advancing the future of strategic marketing

Introduction of Web Analytics and Business Models
Benefits and Applications of Web Analytics
Google Analytics: Introduction and Application
Clickstream Data Analysis and Applied Metrics
Electronic Commerce Models
Software As A Service Models
Social Media Models
Search Engine Optimization (SEO)
Customer Journey and UX Research
A/B testing and Website Experimentation
Analytics Dashboards and Visualization