MSc Marketing & Brand Management (100% English)

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 Business English module applied to marketing allows learners to implement and apply the right vocabulary and attitude.

This seminar focuses on negotiation in a national and international context. In particular, the cultural dimension must be taken into account and its impact defined in an international negotiation. National negotiation will focus on the sales process through role play.

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.

This module allows learners to improve their CV and posture through situations (business game, professional simulation, speaking, etc.); practical and professional workshops (CV, professional social networks, coaching, etc.) as well as business and master class conferences.

This module develops the concepts and practice around the business strategy. The elements of the business plan are discussed and allow to project oneself in the creation of company

This module aims to study brand management and strategy. The fundamentals are mastering the brand analytics frameworks and being able to launch a new brand, maintain existing brands and relaunch a brand.

This module covers brand equity from the traditional customer perspective while also updating this model by considering all stakeholders. It explains the tools that marketing and advertising professionals use to position brands and effectively differentiate them from the competition to make them profitable entities.

This module allows learners to immerse themselves in real or fictitious business cases and to train in marketing strategy, operational marketing, communication plan and peer-to-peer exchanges in order to progress.

This module is designed to immerse students in the dynamic world of new consumer trends, covering a wide range of key topics such as green marketing, digital innovations, Enriched customer experiences and the impact of emerging technologies like artificial intelligence and virtual reality. The main objective of the course is to equip students with the skills to design and implement effective marketing strategies that perfectly align with these evolving trends.

This module is an introduction to the main principles of the discipline of strategic planning for a better understanding of the contours of advertising strategy.

This module aims to give students an overview of e-commerce. It is a question of introducing them to the stakes of online sales, to make an overview of the specificities of an e-commerce site, its content and its animation.

• Introduction to the fundamentals of interaction with generative artificial intelligences such as ChatGPT, DALL-E and other LLM models.
• Learn how to write and optimize effective prompts to fully exploit the potential of these tools in various contexts, such as content creation, productivity, and automation.
• This module also addresses the ethical issues, limits and biases of AI in order to promote responsible use.
• Through practical exercises and concrete cases, this course provides a solid foundation to deepen the skills in generative artificial intelligence.

This module aims to provide students with a thorough understanding of the issues of digital marketing and social networks. The focus will be on creating engaging content, optimizing advertising campaigns and analyzing data to measure the impact of marketing actions.

Analyze and understand all the elements influencing strategic decisions in the context of a new product launch, penetration of a new market, or modification of competition. Master market analysis tools: demand, competition, products, environment.

This module will allow learners to understand the issues of communication and acquire the skills needed to develop and implement an effective and efficient strategy.

This module will allow students to master the mechanics of distribution and develop an optimal strategy to get products to customers. Students will be able to choose relevant distribution channels, manage relationships with intermediaries and define an effective retail policy.

Master the key skills to manage a marketing team and achieve the required results. Students will be able to motivate and lead a creative team, set clear goals and manage specific challenges in the marketing world.

Mastering advanced brand management techniques and developing innovative strategies to maximize its impact in a global and constantly evolving context.

This module allows mastering the tools of brand identity and storytelling to create a captivating and authentic brand story and develop an engaging and effective communication.

This course will allow students to master the tools of semiotics in order to decipher brand signs and symbols and develop a coherent and effective communication strategy. Learners will be able to analyze the brand identity, decode advertising messages and build a brand strategy based on a detailed understanding of the codes and values that define it.

Mastering the exploitation and interpretation of quantitative data from retail and consumer panels with a view to their use in strategic thinking. Understand the importance of consumer insight in marketing and the role studies play in managerial 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.

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

Mastering the challenges and tools of launching new products and developing a relevant and effective activation strategy. At the end of this module, learners will be able to define the positioning of a new product, develop an appropriate communication and activation plan and measure the results of the campaign.

The objective of this module is to familiarize learners with the exercise of the function of brand/product manager in the management and launch of new products. Develop the marketing plan, the provisional budget, draft briefings for providers, define action plans that are part of the strategic line defined with a view to achieving the objectives set realistically.

• Development of new products, from ideation to launch, by presenting innovation techniques such as Design Thinking and Lean Startup.
• Learners will gain skills to identify opportunities, create innovative business models and quickly launch a product in order to gather valuable customer feedback for long-term success.

The new communication levers: Internet (web 2.0 and 3.0, social networks, e-mailing, podcasting). E-reputation and brand protection on the Internet. Management of brand communities.

Develop a data-driven CRM & Marketing approach to increase customer satisfaction and generate tangible results.

This module explores the legal aspects of intellectual property and trademark law, essential for protecting and valuing a company’s intangible assets. Students will learn to identify, manage and defend their trademarks, patents and copyrights, while understanding the legal implications of their marketing and branding strategies.

Master the challenges and tools of CEM and develop a relevant and effective strategy to improve the experience and customer loyalty. Define the CEM vision of a company, implement improvement actions and measure the impact of the strategy on customer satisfaction.

Master the models and tools for analyzing consumer behavior and develop relevant and targeted marketing strategies. Students will be able to understand consumer motivations, detect trends and anticipate their needs to optimize the impact of marketing actions.

This course addresses the strategic and creative aspects of brand communication. Acquire the necessary skills to design and implement effective communication campaigns through a communication strategy, advertising creation, media planning, public relations and digital marketing.

• Complete immersion in natural language processing (NLP) and large language models (LLM) such as GPT and BERT.
• Learn to analyze texts, exploit the advanced features of LLMs and adapt them to specific needs.
• Cover key concepts like tokenization, embeddings and semantic analysis, while exploring concrete applications such as text classification, content generation and sentiment analysis.
• Particular attention is paid to ethical issues and the limits of these technologies, in order to ensure their responsible use in a professional setting.

This course addresses the tools for creating and managing visual identity and packaging. Students will be able to define the visual identity of a brand, design an attractive and ergonomic packaging and develop the visual identity on all communication media.

Define a Team & Talent Management strategy, Motivate and retain employees and build high-performing and multicultural teams.

Initiate, pilot and carry out marketing projects effectively and efficiently. Based on concrete methods and tools, participants will learn to define and frame a marketing project, manage and monitor the progress of the project & use digital tools.

Current practice of Design Thinking methods, learners will be led to manage a challenge to solve a design problem, simplify a process, meet a need. The Design Sprint leads to reflect on the following points: Does my challenge lead to an ultimate impact? Does it take into account the context and constraints? Does it allow for a variety of potential solutions? Compose and refine the proposals to confront them with clients.

This module allows students to increase their employability once they graduate. Preparation for interviews, salary negotiation and integration into the professional environment