Master of Science in Communication, Influence Marketing & Press Relations

Perfect comprehension and communication techniques in English in a communication context. Learners may be required to take the TOEIC from the host campus.

The aim is to acquire the key skills in terms of budget management and reporting. Particular emphasis will be placed on the budget architecture, with the implementation of summary documents, project management control and its link with budget management, implementation and steering of dashboards.

This module aims to deepen the skills of learners in computer science to meet the demand of companies for budget or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, team tools, business software. It aims to be efficient on office tools, quickly identify and correct errors, 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 allows learners to improve their CV and posture through situations (business games, professional simulation, speaking, etc.); practical and professional workshops (CV, professional social networks, coaching, etc.) as well as business conferences and masterclasses.

This module develops the concepts and practice around the business strategy. The elements of the business plan are discussed and make it possible to project oneself into the creation of a company.

Define and implement a digital communication strategy to optimize interactions between different channels (advertising, blog, advertgaming, social networks, content sharing, etc.). Implementation of digital solutions integrated into global communication, and generating value.

This module serves two issues: it aims to train the learner in the daily issues around e-reputation. What message should be conveyed? Is it consistent with the company’s strategy? What media should be used? What is the best answer to a bad buzz? It also aims to allow the learner to build his own image. An effective Personal Branding is the best testimony of its competence for the management of the e-reputation of the company.

Understand influencer platforms as digital tools for brands and individuals to collaborate with influencers to promote products or services. This course explores in depth how these platforms work, with a focus on influencer selection, partnership negotiation, content creation and performance analysis. Students learn to identify the platforms best suited to their communication goals, assess audience and influencer engagement, 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.

Allow students to create short content by building their ideas in writing, taking care of the project from A to Z, then making the images and sound.

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

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

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

Introduction to advertising creation. Understanding the constraints of the various stakeholders in the graphic chain. Learn the fundamentals of Photoshop and Illustrator to produce advertising content. Implementation on real projects and case studies.

The digital project management module aims to make the student aware of the world of interactive professions, immersing him in the daily issues of an interactive communication agency. The central objective is to allow the student to assimilate the different phases implemented in the production process of an interactive support and more specifically the websites.

Understand all communication actions within a company, for employees, in order to increase the exchange of information and promote the company 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 various 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 conduct coherent and effective communication plans. Know how to judge and evaluate an advertising creation based on the elements of the advertising brief… Acquire the methodology to develop, negotiate and manage your communication budget. Master the various negotiation levers.

Define the role of the Internet in the communication strategy. Internet as a media, commercial space, advertising medium, and relational marketing tool. Identification of players in the web advertising market. The online buyer: behaviour and motivation. Online promotion and events, e-mailing, sponsored links, online advertising, affiliation, partnerships, viral marketing. Manage interactive communication: SEO, content management, measurement tools.

Know the current consumption trends to best define the communication targets. Know how to decipher the signs emitted by the company. Overview of studies, data collection and organisation, development of market studies, recording devices, tests and post-tests.

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

This is a complex process that considers many factors, such as:

• Campaign objectives: What do we want to achieve with the campaign?
• The target: Who are the people we want to reach?
• Budget: How much money is available for the campaign?
• Media: Which media are the most suitable to reach the target?
• The message: What message do we want to convey to the target?

Understand the role of influencer and understand the relationships between PR/ Agency of com’ / brands and influencers. Learn how to produce quality content. How to integrate influencers into a digital communication strategy?

Seminars and conferences are regularly offered in order to best prepare learners for the professional world.

This course aims to acquire the best practices of a content strategy: from the creation of messages to the choice of distribution and the measurement of their impacts.

Study and application of marketing and communication fundamentals dedicated to events. Know where events are located in a marketing strategy, and compared to other communication techniques (internal/ external communication, corporate/ product communication, online/ offline, etc.). Creation, management, organization and promotion of events to strengthen the image, retain the customer and increase sales.

Allow students to acquire the basic skills on the Photoshop and Illustrator software of the ADOBE suite in order to meet the requirements of companies during their internship, then the beginning of their professional life. Know how to use the appropriate software according to demand. Understand the specificities inherent to each type of images (bitmap, vector, etc.). Create digital communication documents.

Allow students to create a short film/video interview by building their ideas in writing, taking care of the project from A to Z, then making the images and sound.

Apply Looker for data mining, reporting, and dashboard creation. Understand the fundamentals of UX (user experience) and UI (user interface) design, including design principles and user-centric design.

From the knowledge of the broad categories of stakeholders within a communication agency (strategists, creatives, buyers, producers, lawyers, marketers, salespeople, etc.), read and respond to a brief. Master the elements of the agency recommendation.

Sustainable communication and events is a growing field that aims to reduce the environmental and social impact of events and communication. It is a holistic approach that takes into account the entire life cycle of an event, from planning to implementation and follow-up.

Social selling is a sales method that relies on the use of social networks to establish relationships of trust and engagement with prospects and potential customers. With the advent of social media and the increase in Internet use in our daily lives, companies have had to adapt their sales approach to remain competitive in the market. Beyond the simple promotion of products or services, social selling involves the creation of relevant and quality content to attract the attention of consumers, interaction with them to better understand and support them throughout their purchasing journey, and the use of data and analysis to optimize results.

Give the keys to understand the challenges of SEO. Managing your online presence becomes a real lever for communication and growth of the company. Know the levers of SEO, know how to diagnose the strengths and weaknesses of a site from an SEO perspective, be able to implement the main factors for optimizing SEO visibility.

Understand the strategic and practical approach of public relations. Measurement of public relations and major trends; knowledge of PR actors and professions. Lobbying and business; lobbying and politics; tools of lobbying; lobbying and media relations.

Team management and talent is an area of management that aims to develop the skills and performance of teams and individuals. It is 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 is a critical reflection on the potential impacts of communication, taking into account moral and social values.

Identify and study all the inherent and extrinsic vectors to the company likely to trigger a crisis. Establish an effective and efficient organization to manage and overcome the crisis.

Allow learners to know the expectations of the applied research thesis. Formulate a problem, build a literature review, choose the methodology of the study, issue recommendations.