Become a Marketing and Business Strategy Manager
Professional certification issued
and associated blocks of competencies
Title of ” Manager of Marketing and Sales Strategy” level 7 – former level I – registered in the RNCP (Répertoire National des Certifications Professionnelles) under the code NSF 312. Registered in the National Directory of Professional Certifications on July 23, 2020. Publication in the J.O. of March 21, 2021
The validation of the certification is obtained by the capitalization of four blocks of competences common to all the courses as well as a block of specialization according to the course of the candidate.
The “Marketing and Business Strategy Manager” is responsible for the company’s marketing strategy and activity. His/her main function, in conjunction with management and in collaboration with his/her team(s), is to implement this strategy as well as the appropriate marketing actions and sales policy. Implementation can take place at the regional, national and/or international level.
What jobs can you do with this RNCP title?
Holders of the “Marketing and Business Strategy Manager” certification can hold a variety of positions, and may be responsible for the general management of the marketing department in large companies, SMEs or SMIs in France or abroad. The activities depend on the sector, the size of the structure and the budgets involved.
The following is a non-exhaustive list of the different functions that can be performed by holders of the Marketing and Business Strategy Manager certification:
- Marketing Manager
- Brand Manager
- Marketing Manager
- Product Marketing Manager
- Product line manager
- Product Manager
- Client Manager
- Marketing Manager
- Marketing Project Manager
- Group Marketing Manager
- Marketing group leader
- Brand Manager
- Product Manager
- International Product Manager
- Market Manager
- Marketing Consultant
- Research Manager
- Marketing business manager
“In response to business needs
The marketing sector is continuing to change and therefore offers new skills to be deployed within companies. The deployment of digital technology, the widespread use of the Internet, new communication media, and the collection of massive and increasingly sophisticated data are all leading to major changes in consumer behavior and habits. These changes are only just beginning, but according to the various barometers and observatories in France and abroad, several major trends can be identified regarding the future skills of marketing professions:
- A digital transformation further enhanced by the knowledge and mastery of digital technology.
- A globalized consumer with the opening of markets and competition.
- The availability of massive data in volume and value.
- A search for authenticity and respect for the values of sustainable development.
What skills are developed?
At the end of the training, the learners will have acquired the following four blocks of competences:
- Define the marketing strategy and propose an innovative offer
- Define and implement operational marketing and business development operations
- Define marketing and sales decisions related to international development
- Develop and implement the digital marketing and e-commerce strategy
In addition to the four common blocks of competencies for the title of “Manager of Marketing and Sales Strategy”, there is an optional sector specialization to choose from there is also an optional sector specialization to choose from:
- Implementation and management of the marketing and management strategy in the Luxury and Fashion sector
- Implementation and management of the marketing and management strategy in the tourism sector
- Implementation and management of the marketing and management strategy in the sports sector
- Implementation and management of the marketing and management strategy in the wine and spirits sector
Example of a course
Definition of the marketing strategy and proposal of an innovative offer
INNOVATION ET LANCEMENT DE NOUVEAUX PRODUITS
The objective of this module is to familiarize students with the role of brand/product manager in the management and launch of new products. Develop the marketing plan and budget forecast. Write briefings to service providers. Define action plans that are in line with the defined strategy to achieve the set objectives in a realistic way. Manage and develop a product or a range of products.
MANAGEMENT DE LA MARQUE
Understand the brand logic to position it clearly and make it perform. Define the brand identity and territory. Implementing a marketing plan as part of the development of a brand.
ÉTUDES ET RECHERCHES MARKETING
Master the exploitation and interpretation of quantitative data from retail and consumer panels in order to use them for strategic thinking. Understand the importance of consumer insight in marketing and the role that research plays in management decision making. Know, choose and know how to implement different types of studies: sample surveys, qualitative studies, explanatory, predictive and causal studies, descriptive studies, panels.
Definition and implementation of operational marketing and business development
MARKETING OPÉRATIONNEL ET TECHNIQUES DE FIDÉLISATION
Direct marketing strategies, techniques and tools; mailings, ISA, phoning, call centers; POP, price reductions, trials, sampling, games/contests, setting up a promotional campaign; key factors of a direct marketing operation; consumer loyalty strategies and new tools.
Consumer behaviour as the keystone of merchandising, types of merchandising, quantitative analysis of a department: optimisation, value, layout logic, assortment.
CONTRÔLE DE GESTION APPLIQUÉ AU MARKETING
Budget management: setting up and managing commercial budgets. Commercial cost management: analysis and statistical reorientation. Analysis of variances associated with commercial activity: monitoring of margin and sales variances. Product profitability study: simple direct costing, advanced, margin.
Definition of marketing and sales decisions related to international development
The objective of this course is to understand the principles which govern marketing activities in a global environment.
The course covers international market entry, product launches, marketing strategies and promotions.
BRAND MANAGEMENT STRATEGIES
Brand positioning and marketing issues in international perspectives. A review of key players and challenges facing international tourism executives today and “who’s who?” in this fast-moving industry. This module will examine company profiles and assess how international groups are responding to environmental and other changes that affect their business models.
CROSS CULTURAL AND TEAM MANAGEMENT
From marketing to management, this course is intended to provide students with the skills and techniques required to successfully detect and manage cultural differences. A review of international personnel policies from an international perspective, including training, customer relations, team management, staff retention, remuneration and incentive strategies.
The course will cover topics such as the management role, leadership skills, key skills of successful managers, assessing and adapting management styles, team dynamics, characteristics of an effective team, understanding team roles and identifying them within a team.
Elaboration and implementation of the digital marketing and e-commerce strategy
MANAGEMENT DE E-PROJET
Pure players are known for their successes but also for their failures. The objective of this module is to provide students with the necessary knowledge to manage large-scale projects on the web: monitoring tools,
planning and operational follow-up. Plan and control the project deliverables (deliverables, deadline, cost, human and technical resources mobilized…).
E-COMMERCE ET MARKETING DIGITAL
Strategies and techniques for selling on the Internet; global reflection on the opportunity to integrate an e-business strategy into the company; market players; commercial strategies and deployment of cybermarkets; e-commerce and SMEs; e-commerce and export strategies; pricing strategies and online payment. Know the legal environment and the techniques of digital marketing.
DATAMARKETING ET INTELLIGENCE ARTIFICIELLE
Data collection is at the heart of new online communication and marketing practices. The GAFAMs (Google – Apple – Facebook – Amazon – Microsoft) put this new “black gold” at the center of their development strategies, and sometimes derive the majority of their revenues from it. From this “data”, algorithms now offer a multitude of ultra-personalized products and services, and “chatbots” (automated conversational agents) are gradually replacing human operators in exchanges with the public.
The aim of this module is to enable students to understand what artificial intelligence is, how data science works (introduction to the very promising job of data marketer), why it will be crucial in their future career, and which jobs will have to evolve in the face of robots.
Discover all the courses related to this title at INSEEC
- MSc Marketing, Communication & Business Strategies
- MBA Marketing & Brand Management
- MSc Event Marketing & Public Relations
- MSc Cosmetics Industry Management
- MSc Tourism Marketing & Hospitality Management
- MSc Fashion Marketing, Design & Brand Strategies
- MSc Sports Marketing & Management
- MSc Sports Marketing & Management – Outdoor Option
- MSc Sport Management, Retail & Business Development
- MSc Luxury Brand Management
- MSc Spirits Marketing & Management
- MSc Wine Marketing & Management