Creativity & disruption: students from MSc in Marketing take up the challenge!

From February 11th to 15th, 46 international students from four TBS Master of Science programs (Marketing, Management & Communication, Big Data, Marketing & Management, International Tourism Marketing & Management, and International Luxury Industries Marketing & Management) worked together on the Paris campus to develop mobile apps for three major companies: Capgemini, Disneyland Paris and Top Graduate (a platform that helps forge relations between companies and self-employed students). Coached by SAP and d.school, students were required to analyze their client's business problems through the Design Thinking approach, make their prototypes in two stages (low and high fidelity), then create their apps by coding them.

Three challenges, three apps to be developed:
- Capgemini > app for managing their Innovation Lab
- Disneyland Paris > app for optimized maintenance of shows and attractions
- Top Graduate > app enabling students to carry out operational missions in companies

"The aim of this seminar, which is fully in line with TBS's educational innovation policy, was to get students to work in project mode, with and for large companies with specific needs. The idea was to 'learn by doing' and become familiar with Design Thinking, a co-creativity process that leverages end-user feedback. This is a disruptive process that is very different from traditional classroom learning," said Kevin Carillo, the TBS professor in charge of the project.

"Being in contact with the students and guiding them through this mobile app development project was a great opportunity for Capgemini. We were able to put them in a real-life situation and position ourselves as a real client. We could therefore differentiate between the project/technical/marketing manager profiles and it was great to see their enthusiasm and professionalism," said Fabien Gioé, Innovation Platform Lead at Capgemini.

"This seminar was organized at TBS as part of our global SAP NextGen program. Students and participating companies got the chance to discover all aspects of innovation, the Design Thinking methodology and the SAP BUILD modeling tool. This allowed them to unleash their creative potential and better prepare themselves for their future professional lives, through real business cases. This excellent TBS initiative completely lives up to the next-generation training objectives supported within the SAP Group," added Didier Petitjean, SAP University Alliances Manager - France & Maghreb.


"This technological development project was a real opportunity to draw on the creativity and skills of brilliant students from many different countries. The supervision provided by the teaching team, in synergy with SAP's expertise, has given Top Graduate a solid framework for conceiving and developing its mobile app project, stressed Christopher Jean, Co-Founder & CEO of Top Graduate.


"Our week as a team of developers was really rewarding! Thanks to our coaches, we were able to understand the whole thought process to provide an optimized response to a real business problem. I worked on the Capgemini project and really appreciated the fact that our client and the trainers were so accessible." Kévin Darmon, MSc student. Big Data, Marketing & Management

The students will be returning the finalized apps to "their clients" in May. Stay tunned!