Face-to-face , first term, 45 hours of theory.

French

Skill 1 - Ability to manage an organisation's presence in social and collaborative media
1. Perform prospective analysis of an organisation's interactive & collaborative communication activities, taking into account the market in which it operates, as well as social, cultural, technological, commercial, political and legal contexts.
5. Design and implement strategic intelligence tools; exploit the results to catalyse and guide innovation in the organisation's interactive & collaborative communication.

Skill 2 - An excellent command of and ability to apply the methods, tools and channels of interactive and collaborative communication.
4. An excellent command of and ability to apply the principal methods and techniques for gathering, processing and visualising data from the web environment.

Skill 3 - Ability to mobilise an organisations' management team, staff and partners around interactive and collaborative communication projects.
1. Advise an organisation's decision-making bodies on interactive and collaborative communication topics (the objectives and strategies of communication, crisis resolution scenarios, the digital social revolution affecting organisations, etc.).
3. Identify, unite and mobilise the individual and collective skills present in the organisation with a view to implementing interactive and collaborative communication projects.
4. Identify relevant potential partners for an organisation; catalyse and support the creation of partnerships, including for action research activities.
5. Facilitate the sharing of information, experimental results and innovation in the field of interactive and collaborative communication; ensure that information from strategic intelligence gathering, audits, research and from an organisation's staff and operations is communicated to its decision making bodies.

Skill 4 - As a basis for personal critical reflection or use in research projects - use appropriate methods to mobilise and generate useful knowledge in the field of interactive and collaborative communication.
5. Keep personal expertise and practice up-to-date through strategic intelligence gathering on digital issues, social media and interactive and collaborative communication.

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This course unit aims to familiarise students with a palette of tools and methods for supporting innovation and prospective analysis in the field of interactive and collaborative communication. It combines two approaches that underpin innovation but which use opposing methods: creativity and strategic intelligence watch.

This course unit addresses the following topics:
- Types of strategic watch
- How to analysis strategic watch in an organisation (collective intelligence)
- Community management specific to strategic watch: interactions with communities of practice and expert networks
- Gathering information from the web and social media: research methods for explicit data and information, processing tacit data and information, datamining
- Consolidate and curate content, automatic content analysis/ structuring tools
- Creativity and innovation techniques
- Innovation: from intelligence gathering to project development, including detecting opportunities, generating ideas (creativity) and formalising them, exploring concepts, validation techniques, functional analysis and functional specifications, benchmarking and value analysis, the feasibility study, the trial plan
- foresight scenarios, weak signals and black swans.

In this CU, students choose and set up a strategic watch system that the deploy with respect to a topic relevant interactive and collaborative communication. Students present their system and hand in a report. The coursework concludes with the presentation of an innovation concept in relation to the chosen topic along with a creativity exercise on this topic.

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No recommended reading

This course unit is taught at the Institut supérieur de formation sociale et de communication (ISFSC)