Master of Science in Communication, Influence Marketing & Press Relations

Improve your English comprehension and communication skills in a business context. Learners are required to take the TOEIC test.

The objective is to acquire key skills in terms of budget management and reporting. The focus will be on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and steering of performance indicators.

The aim of this module is to develop learners’ IT skills to meet the needs of companies in terms of budgeting, sales, project management, personnel management and communication: Excel, Word, Powerpoint, teamwork tools, business software. It aims to be efficient with office automation tools, identify and correct errors quickly, customize existing tools or create your own tools.

Analyze customer data and campaign results to improve marketing strategies, using CRM and marketing automation tools for segmentation, targeting and personalization.

This module enables learners to improve their CVs and posture through role-playing exercises (business game, professional simulation, public speaking, etc.); practical and professionalizing workshops (CVs, professional social networks, coaching, etc.) as well as professional conferences and master classes.

This module develops concepts and practice around corporate strategy. The elements of a business plan are discussed, enabling you to project yourself in the creation of a new company.

Define and implement a digital communications strategy to optimize interactions between different channels (advertising, blogging, advertgaming, social networks, content sharing, etc.). Implementing digital solutions that are integrated into global communication and generate value.

This module serves two purposes: it aims to train learners in the day-to-day issues surrounding e-reputation. What message should be conveyed? Is it consistent with the company’s strategy? What media to use? What is the best response to bad buzz? It also aims to enable learners to build their own image. Effective personal branding is the best way to demonstrate your competence in managing your company’s e-reputation.

Understand influencer platforms as digital tools that enable brands and individuals to collaborate with influencers to promote products or services. This course takes an in-depth look at how these platforms work, focusing on influencer selection, partnership negotiation, content creation and performance analysis. Students learn how to identify the platforms best suited to their communication objectives, evaluate the audience and engagement of influencers, and measure the impact of influencer marketing campaigns. They also acquire skills in project management, content strategy and competitive intelligence to maximize the effectiveness of their actions on these platforms.

Enable students to create short-form content by building their ideas in writing, taking charge of the project from A to Z, then producing the images and sound.

Legal approach of the company: positioning of the company in the legal environment; the legal systems of the various corporate forms of the company (SARL, SA, SCS, SCA, SAS and SNC). Image rights. Right on the net. Law applied to internet business.

Understand the specificities of press and public relations in a communication strategy. Know the role of media agencies: advice, choice of media and supports…

Strategic planning is a process that enables an organization to define its objectives, identify its resources and develop an action plan to achieve them. It’s a proactive, systematic approach that takes into account the organization’s internal and external environment.

Introduction to advertising design.

Understanding of the constraints of the various participants in the graphic chain.

Learn the fundamentals of Photoshop and Illustrator to produce advertising content.

Application on real projects and case studies.

The digital project management module introduces students to the world of interactive professions, immersing them in the day-to-day issues of an interactive communications agency.

The central objective is to enable students to assimilate the different phases involved in the production process of an interactive medium, and more specifically websites.

Understand all communication actions within a company, aimed at employees, to increase the exchange of information and promote corporate culture.

Define digital marketing and its fields of action.

Communicate using appropriate terms.

Define marketing objectives and develop an effective digital strategy and action plan.

Select and monitor key performance indicators.

Knowledge and mastery of the main social media, uses and best practices by companies.

Presentation of the different analysis and monitoring tools, adaptation of the message to the company’s strategy (positioning, targeting, key performance indicators and evaluation).

Understand the different strategies of the company in order to carry out coherent and efficient communication plans.

Know how to judge and evaluate an advertising creation based on the elements of the advertiser’s brief…

Acquire the methodology to develop, negotiate and manage your communication budget. Mastering the different negotiation levers.

Define the role of the Internet in the communication strategy.

Internet as a media, commercial space, advertising support, 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.

To know the current consumer trends in order to better define the communication targets.

Knowing how to decipher the signs emitted by the company.

Research overview, data collection and organization, market research development, recording devices, testing and post-testing.

Media planning & strategy is a field of marketing that involves planning and buying advertising space to achieve the objectives of a marketing campaign.

This is a complex process that takes many factors into account, such as :

– Campaign objectives: What do we want to achieve with the campaign?

– The target: Who are the people you want to reach?

– Budget: How much money is available for the campaign?

– Media: Which media are best suited to reach the target?

– The message: What message do you want to convey to your target audience?

Gain an understanding of the influencer’s profession and the relationship between PR / communications agency / brands and influencers.

Learn how to produce quality content.

How do you integrate influencers into your digital communications strategy?

Seminars and conferences are offered on a regular basis to prepare learners for the professional world.

The aim of this course is to acquire the best practices in content strategy: from message creation to choice of distribution and measurement of impact.

Study and application of marketing and communication fundamentals dedicated to events.

Knowing where events fit into a marketing strategy, and in relation to other communication techniques (internal / external communication, corporate / product communication, online / offline, etc.).

Creation, management, organization and promotion of events to strengthen image, build customer loyalty and increase sales.

To enable students to acquire basic skills in Photoshop and Illustrator from the ADOBE suite, so that they can meet the requirements of companies during their internship, and then at the start of their professional life.

Know how to use the right software for the job.

Understand the specific features of each type of image (bitmap, vector, etc.).

Create digital communication documents.

Enable students to create a short video film/interview by constructing their ideas in writing, taking charge of the project from A to Z, then producing the images and sound.

Apply Looker for data mining, reporting and dashboarding.

Understand the fundamentals of UX (user experience) and UI (user interface) design, including design principles and user-centered design.

Based on the knowledge of the main categories of people involved in a communication agency (strategists, creatives, buyers, producers, lawyers, marketers, sales people, etc.), know how to read and respond to a brief.

Master the elements of the agency recommendation.

Sustainable communication and events is a rapidly expanding field that aims to reduce the environmental and social impact of events and communication.

It’s a holistic approach that takes into account the entire lifecycle of an event, from planning to execution and follow-up.

Social selling is a sales method based on the use of social networks to build relationships of trust and commitment with prospects and potential customers. With the advent of social networking and the increasing use of the Internet in our daily lives, companies have had to adapt their sales approach to remain competitive in the marketplace. Beyond simply promoting products or services, social selling involves creating relevant, high-quality content to attract consumers’ attention, interacting with them to better understand and accompany them throughout their purchasing journey, and using data and analytics to optimize results.

To give the keys to understand the stakes of SEO. Managing your online presence becomes a real communication and growth lever for your company. To know the levers of natural referencing, to know how to diagnose the strengths and weaknesses of a site from the point of view of SEO, to be able to implement the principal factors of optimization of the SEO visibility.

Understand the strategic and practical approach to public relations.

Measurement of public relations and major trends; knowledge of the players and the PR professions.

Lobbying and business; lobbying and politics; lobbying tools; lobbying and media relations.

Team and talent management is a field of management that aims to develop the skills and performance of teams and individuals.

It’s a holistic approach that takes into account the individual and collective needs of team members.

Ethics and communication is a field of study that examines the ethical dimensions of communication practices.

It’s a critical reflection on the potential impact of communication, taking into account moral and social values.

Identify and study all the vectors inherent and extrinsic to the company that could trigger a crisis.

Establish an effective and efficient organization to manage and overcome the crisis.

To enable learners to understand what is expected of an applied research dissertation. Formulate a problematic, build a literature review, choose the methodology of the study, make recommendations.