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Opleiding: Executive Specialized Master in Marketing & Communication

Learning purpose

As marketing is now one of the key functions of any company, marketing specialists must be at the forefront of the many new and emerging strategies now available to the profession.
Marketing specialists must have two qualities: genuine expertise and broadmindedness.

 

The Specialized Master in Marketing and Communication offers course participants a number of benefits:

• The opportunity to develop advanced expertise in the field of marketing
• Contacts with the real world of work through testimonials from working professionals, live case studies, a marketing strategy simulation, etc
• Work in an international learning environment with courses in English and seminars abroad
• Develop expertise in a number of marketing functions directly related to the professional goals and interests of participants (product, brand and project managers, communication managers, advertising and account managers, media planners, etc) 

 

Graduation variants

The thesis is an applied research project in consultation with an academic advisor based on a professionally-oriented topic. 

It is a chance for the student to synthesise learned material through analysis of a particular corporate issue by using clear, detailed argumentation. The thesis marks the culmination of the degree and is orally presented to a committee at the end of the programme. It represents 30 of the total of 75 ECTS credits earned over the year.

 

 

Programme

- Approximately 374 hours of classroom contact and teaching
- A professional dissertation based on a personal project directly related to the participant's professional situation and linked to a professional issue.

 

Course Length

The course lasts 15 calendar months running from September to December of the following year. Classes take place twice monthly all day Friday and on a Saturday morning in Paris. There are also two week-long seminars, one of which takes place abroad.

 

Course structure

 

Marketing Induction Seminar
This seminar will:

• Remind students of Basics in Marketing. Students will also be reflecting on key issues affecting Marketing and Corporate Strategies
• Enable students of the Master's to get to know each other
• Enable students to meet with alumni

 

Self-Management and Negotiation
In order to develop self-confidence and efficiency, this training puts students into situations which help them know and manage themselves better.

 

Strategic Marketing Simulation Game
Within a team, students will be at the head of a company's marketing department. The objective of this simulation is to make the company grow by developing and operating the most appropriate marketing strategies.

 

Marketing Research
Course Objectives:

• Understanding the role of marketing research when designing marketing strategies and policies
• Learning how to use marketing research tools
• Training students in results analysis and interpretation

 

Brand Management
Brands have become a key element in Marketing. This course presents all the major brand theories and examples of strategies of famous brands.

Product Management

Course Objectives:

• Understanding the job of a Product Manager from a Marketing point of view
• Identifying and analysing the major components affecting product performance
• Mastering the analysis of a competition situation, designing marketing strategy and marketing plan

 

Consumer Behaviour

Marketing involves the knowledge of consumer needs, wants and desires. To fully understand consumers, it is fundamental to have a precise knowledge about the latest developments in Human Sciences in order to know how individuals are influenced by their personality traits, social recognition or culture in their purchasing decisions.

 

Introduction to Strategy

Course objectives:

• Giving the essential tools for strategy
• Training to strategy analysis
• Understanding the logic behind strategic decisions
• Identifying links between strategic decisions and corporate functions

 

Innovation and Product Launch
Companies are constantly innovating, but in many cases, new products are not succeeding. This course presents the methods and the different stages needed to conceive and launch new products.

 

Marketing Performance

This course aims to present current methods and techniques needed to evaluate the efficiency of marketing operations:

• Specificity of Marketing Control
• Marketing Plan and Budget
• Developing corporate control systems
• Workshop based on a company's case; conception of a commercial board

 

Distribution
Distribution is a crucial link between consumers and producers. This course shows students how to choose, develop and organise a distribution network. It also enables them to understand corporate name marketing and strategic diagnosis.

 

B2B Marketing

Utilizing case studies based on diverse industrial sectors (from aeronautics to construction and energy), this module presents the characteristics of marketing strategies for products and/or services targeting companies.

 

International Marketing

With today's global economy, the domestic market is usually too small to sustain and grow a company; because of this, companies need to have a broader approach - international or at least European. Throughout this course, students will gain an understanding of internationalisation strategies and their consequences on the marketing mix.

 

Service Marketing

This course teaches students how to discover and put into practice cutting-edge conceptual and professional techniques related to managing service activities. It also encourages the reflection upon service activities, which are a pre-requisite for the success of future entrepreneurs, managers and investors in the service sector.

 

Communication, Sales Promotion, and Direct Marketing

Direct Marketing and Sales Promotion are part of the first two expenditure centers of communications. This course presents the different techniques and strategies developped by producers and distributors.

 

Public Relations, Corporate and Financial Communication

This course is organized around conferences with professionals, agencies and advertisers.

 

Publicity, Media-Planning, and Advertising creation

Developing advertising strategies, preparing a brief, writing a copy strategy. All of these elements are present in today's advertising agencies and will be covered in the course. Later on, students will learn how to evaluate creative executions, analyze a copy strategy and implement the techniques of media-planning. The course is completed by a competition between agencies. Formed by different teams, each agency will have to present their strategic advertising recommendations. The best one winning the pitch.

 

Law of Marketing and Communication

Different themes will be presented during this course, including branding rights, misleading advertising, sales promotion rights, direct marketing rights and consumer rights.

 

Euromarketing seminar

A 5 day seminar in London and Brussels to make students aware of European best practices. Is there a European market? How to communicate to Italians and Germans ? ...

 

Media Week
For the duration of one week, experts in media will present the characteristics of the five major media: press, TV, radio, poster and cinema. Students and professionals will then discuss key figures, different career opportunities, media-planning, media stakes and future trends.

 

Business Presentation

An effective manager knows how to present their case and convince others of its merit. The objectives of the 'Business Presentation' course are to:

• Improve written presentation skills (content, structure, slide presentation, etc)
• Improve oral presentation skills (time and space management, animation, inflection, etc)

 

 

Entry Requirements

Eligible applicants must hold a master's-level academic or professional degree earned in fine arts, architecture, engineering, management, public administration, political science, or any other graduate-level degree.

This requirement may be waived for applicants with non-traditional backgrounds and those who demonstrate exceptional qualities and skills. In accordance with standards set by the French Conférence des Grandes Ecoles, such applicants must not exceed 30% of admitted students per year. 

 

The following degrees in these fields (engineering, management, medecine, architecture, humanities ....) are required for eligibility:

• A "Grande Ecole" degree
• A Master's degree
• A Post-graduate degree
• A Bachelor degree with 3 years of work experience
• Other degree equivalent to the above

 

 

Professional perspective and employment market

Target careers:  Nationally or internationally, graduates pursue careers as product manager, project manager, brand manager, direct marketing manager, sales promotion manager, press relations, event planning, advertising director, customer service manager, marketing research manager, communications director, etc.

 

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