RNCP Manager of Communication and Digital Marketing

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Become a Digital Marketing and Communication Manager

Professional certification issued
and associated blocks of competencies

Title of ” Manager of communication and digital marketing ” level 7 (EU) registered in the RNCP (National Directory of Professional Certifications) under the code NSF 320. Registered in the National Directory of Professional Certifications on April 24, 2020. Publication in the J.O. of March 21, 2021

Find the blocks of skills associated with this RNCP title.

THE CERTIFICATION IS ACCESSIBLE BY BLOCKS OF COMPETENCES AND IS OBTAINED BY CAPITALIZING ON ALL THE BLOCKS.

The main mission of the “Communication and Digital Marketing Manager” is to define and implement a communication strategy designed to promote the image of the advertiser company through communication campaigns and the implementation of marketing tools using digital tools and techniques.

What jobs can you do with this RNCP title?

The activities of the “Communication and Digital Marketing Manager” are varied. They may depend on the organization (size, sector of activity, structure, etc.) in which the person works.

In a company, the Communication and Digital Marketing Manager defines the strategy and develops the communication objectives in conjunction with the internal players (general management, sales, marketing and HR). He/she follows up on the implementation of the strategy either by managing the project internally or by managing the subcontracting relationship with the agency.

In the agency, on behalf of his clients, he defines and proposes a communication strategy, defines the agency’s offer, develops marketing actions and takes charge of the relationship of advice and support for the advertiser with the other experts of the agency

This training allows students with a commercial and marketing background to better understand the new opportunities offered by the web, social media and more globally the digital world (mobile/tablet, webTV & TV 2.0, new generation urban display…). The training addresses the themes of customer relations (e-CRM, community management, etc.), distribution (e-commerce, e-retailing) and communication (e-reputation, buzz and viral marketing, etc.).

“In response to business needs

Web technologies and the generalization of their accessibility have durably modified consumer behaviors while offering companies new ways to interact with them.

We have created this specialized program to meet the enormous needs of companies in the digital economy in terms of skills and to prepare young professionals to capitalize on new practices and anticipate future technologies and developments.

A balanced mix of conceptual and methodological input, perspective and application, this training course brings in marketing specialists from the best agencies as well as the biggest players in the sector.

What skills are developed?

At the end of the course, students will have acquired the following four blocks of competencies:

  • Definition of the communication and digital marketing strategy
  • Implementation of communication and digital marketing actions
  • Coordination of relations with providers and partners
  • Management of a communication team

This certification is accessible by capitalization of these blocks of skills.

Example of a course


Digital Marketing

PSYCHOLOGY AND CONSUMER BEHAVIOR

Knowing how to analyse the behaviour of the consumer, the internet user, the mobile user, the ubinaut. Implement a sales and communication strategy offline and online. To know the current consumer trends in order to define the marketing targets. Know the influences of groups (tribes, brand communities, fans). Mastering qualitative studies (individual interviews, focus groups, ethnography and netnography) in order to set up an efficient marketing and sales strategy.

MARKETING AND SALES STRATEGIES APPLIED TO E-BUSINESS

Understand the different strategies of the company in order to carry out coherent and efficient online marketing and communication plans. Management and development of customer relations on the Internet, traffic tracking and analysis. Brand management on the Internet.

BUDGETARY CONTROL

Budget management: setting up and managing commercial budgets. Commercial cost management: analysis and statistical reorientation. Analysis of variances associated with commercial responsibility: monitoring of margin and sales reports. Product profitability study: simple direct costing, advanced, margin.

RIGHTS AND NEW TECHNOLOGIES

The law associated with electronic mail, cyber-distribution or the law related to e-merchants. Consumer protection; legal management of databases; trademark law, and issues related to computer security.

MULTI-CHANNEL AND CROSS-CHANNEL STRATEGIES

Knowledge and acquisition of a mono and/or multi-channel clientele. Develop the capacity to develop, lead and integrate the offer in a multi-channel context.

PAYMENT AND SECURITY ON THE INTERNET

Knowledge of data security and encryption methods. Presentation of online payment solutions (banking platforms, independent platforms), payment certification methods. Management of user profiles, databases, traceability of actions taken. Knowledge of the different security certificate formats that can be used on the Internet.

PURCHASING AND LOGISTICS APPLIED TO E-COMMERCE

Presentation of the negotiation between the buyer and the supplier, knowledge of the negotiation techniques applied to e-commerce. Knowledge of the logistics of an e-commerce site (orders, preparations, shipments).

User Interface Design

WEBSITE DESIGN AND SCRIPTING ON THE WEB

To know the main phases of the design of a website. Elaboration of specifications; management and adaptation of contents; naming convention and tree structure; choice of technologies (Flash, php/MySQL). Definition of the graphic charter, construction of an efficient ergonomics, tests and validation. Mastery of Photoshop, Illustrator, Fireworks and Dreamweaver. Design of briefs and management of web agencies and IS providers. Design and testing of online catalogues.

E-PROJECT MANAGEMENT

The objective of this module is to provide students with the knowledge necessary to manage large-scale projects on the web: monitoring tools, planning, and operational follow-up.

MOBILE MARKETING

Knowledge of technological advances, new uses and new needs from a mobile perspective. Mastery of m-commerce strategies and practices; implementation of relevant mobile websites and mobile applications; mobile promotion and advertising; geolocation; mobile payment; NFC; QR codes / Flash codes; augmented reality.

Traffic Acquisition and Communication

REFERENCING POLICY

Diagnose the visibility of a company on the web. Define the referencing objectives. Implement an efficient referencing strategy (SEO, SEM and natural referencing), and evaluate the benefits in terms of traffic on the site. Knowledge of retargeting.

OPERATIONAL MARKETING AND LOYALTY STRATEGIES

To know the techniques of direct marketing and the techniques of development of loyalty: e-mailing, newsletter, trigger marketing, call center, gaming, mobile marketing (SMS, MMS, Web, Mobile). Campaign management: implementation and development of a database, processing and analysis of the database. Setting up and measuring ROI and KPIs. To know and know how to develop the management of the offline and online customer relationship. To animate and develop audience loyalty through the implementation and distribution of targeted messages and content according to previously defined segments.

BUZZ MARKETING AND CRISIS COMMUNICATION

Assimilated to viral marketing when it is voluntary, buzz requires a control of the content (advertising or communication message). When it is suffered by the company (bad buzz), it is necessary to master the various media that allow for appropriate communication. This module allows to understand the phenomenon of interdependence of the media used by using practical and real company cases.

Loyalty Policies and Community Animation

ONLINE COMMUNICATION

Define the role of the Internet in the communication strategy. Internet as a media, commercial space, advertising medium and relational marketing tool. Identification of the players in the web advertising market. The e-shopper: behaviour and motivation. Online promotion and events, e-mailing, sponsored links, online advertising, affiliation, partnerships, viral marketing. Managing interactive communication: referencing, content management, measurement tools. Creation and administration of campaign (banner, skyscraper…). Ergonomics: graphic design, technique, functionalities, navigation, accessibility, content…

PRODUCTION OF MULTIMEDIA AND TRANSMEDIA CONTENT

COMMUNITY MANAGEMENT

Know the techniques of community management: identification of influence networks, good practices and uses of the main actors. Optimize brand awareness and e-reputation through controlled and optimized communication on social networks.

STATISTIQUES DÉCISIONNELLES ET DATAMINING

Presentation of datamining techniques. Know how to set up a datamining study, explore and analyze commercial and geo-demographic data. Presentation of statistical and datamining software. Implementation of marketing action plans; definition of objectives and KPIs; impact and ROI measurements; optimization of action plans.

WEB ANALYTICS ET TRAFIC MANAGEMENT

This module deals with the issues surrounding the audience of a website (also known as Web Analytics), which allows you to quantify the number of visitors to a site based on indicators such as the number of unique visitors, page views, visits, average duration of visits, etc. Campaign plan. Development and animation of the paper catalogue. Design and marketing of digital catalogues. Customization systems. Dual distribution, communication and integrated sales promotion. Multi-channel cultures and organization. Transposition and adaptation of merchandising techniques to the web.

Projects, Internships and Career Paths


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Updated 24 March 2022