Master of Science Communication, Advertising & Digital Strategy

• Perfect your English comprehension and communication skills in the communications sector.
• Students may be required to take the TOEIC test, depending on the host campus.

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. The aim is to get the most out of office automation tools, quickly identify and correct errors, customize existing tools or create your own.

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. The aim is to get the most out of office automation tools, quickly identify and correct errors, customize existing tools or create your own.

This module enables learners to improve their CVs and posture through role-playing (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 the concepts and practice of business strategy. The elements of a business plan are covered, enabling you to project yourself in the creation of a new company.

• Introduction to the fundamentals of interacting 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 a variety of contexts, such as content creation, productivity and automation.
• This module also addresses the ethical issues, limitations and biases of AI to promote responsible use.
• Through practical exercises and case studies, this course provides a solid foundation for deepening skills in generative artificial intelligence.

• Understand the specifics of brand communication.
• Identify brand discourse techniques, and brand identity through the signs emitted by the company.
• Define a communications strategy in line with marketing strategy.
• Design a communication plan adapted to the company’s strategy, the brand’s positioning, current events and the competitive environment.
• Propose a coherent media plan based on the communication plan and budget.
• Produce brand content.

Develop a sense of strategic analysis based on real-life communications, and use this sense of analysis to produce recommendations for communications strategy based on the issue at hand, whether this issue concerns an organization, a brand or a product.

• 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 with global communication, and generating value.

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

• Communication law is a set of legal rules that govern communication activities, whether they concern the press, audiovisual media, advertising, or even social networks.
• This course aims to provide the knowledge necessary to understand and apply these rules, in order to practice their profession as a communicator legally.
• It addresses issues such as freedom of expression, copyright, protection of privacy, editorial responsibility, defamation, unfair competition and transparency.
• Learners will also be sensitized to the ethical and deontological issues of communication.

Event communication is a field of expertise that aims to promote and enhance an event among its target audiences. This course empowers learners with the skills and tools to design and implement effective event communication strategies.

• Effective marketing communication is essential for creating and maintaining a competitive difference.
• In today’s environment, that means using an array of communication tools : mass media advertising, publicity/PR, direct marketing, sales promotion and interactive marketing.
• The purpose of this class is to understand the underlying principles of an effective international communication program, so that you will be able to design an advertising strategy and evaluate its implementation.

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

• Introduction to advertising creation.
• Understanding of the constraints of the different stakeholders in the graphics chain.
• Learning the fundamentals of Photoshop and Illustrator to produce advertising content.
• Implementation on real projects and case studies.

• This course will explore public relations (PR) and their interactions with the media.
• It discusses strategies for building and maintaining positive relationships with journalists, influencers, and other media actors.
• Learners will practice writing effective press releases, organizing media events, managing interviews and anticipating crises.
• They will also be made aware of the ethical and deontological issues of PR, as well as the evolution of practices with the rise of social media.

• From the knowledge of the main categories of stakeholders within a communication agency (strategists, creatives, buyers, producers, lawyers, marketers, salespeople…), know how to read and respond to a brief.
• Master the constituent elements of the agency recommendation.

• Digital strategy and CRM are two key elements in optimizing a company’s online presence and improving customer relations.
• This course will explore the tools and techniques for developing an effective digital strategy, integrating CRM (Customer Relationship Management) data.
• Students will learn how to define objectives, identify targets, choose relevant digital channels, create engaging content and measure results.
• They will also learn how to use CRM to personalize communication, build customer loyalty and prospect new markets.

• Knowledge and mastery of the main social media, uses and good 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).

• The course in digital communication and web marketing explores strategies and tools to develop an effective online presence.
• It covers search engine optimization (SEO), online advertising, content marketing, social media, e-mailing and data analysis.
• Students will learn how to develop digital communication plans, create engaging content, manage advertising campaigns and measure their impact.
• They will also be made aware of the ethical and legal issues of web marketing.

• This course introduces learners to the methods and tools of marketing research.
• It addresses the different stages of a market study, from problem definition to data analysis and the formulation of recommendations.
• This module will allow learners to design questionnaires, conduct interviews and focus groups, analyze quantitative and qualitative data, and interpret the results to make informed marketing decisions.
• They will also be made aware of the ethical and deontological issues of marketing research.

• Influencer marketing is a strategy that involves collaborating with influencers, individuals whose notoriety and audience are important on social networks, to promote a brand, product or service.
• This course will cover the different forms of influence, techniques for selecting influencers, creating effective influencer marketing campaigns, as well as measuring results.
• Learners will train to master the tools and platforms dedicated to influencer marketing, to manage relationships with influencers, and to respect ethical and legal rules in force.

• 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.

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

• The course on ‘Brand content and editorial strategy’ aims to explore the creation of relevant and engaging brand content.
• It addresses storytelling techniques, the development of editorial lines, the creation of content adapted to different media (print, web, social networks) and measuring their impact.
• Learners will see how to design content strategies aligned with the communication objectives of companies, master the tools for writing and producing content, and analyze the expectations of target audiences.
• They will also be made aware of the ethical and legal issues related to the creation of brand content. 

• This course will address the strategies and tools of event communication, sponsorship and patronage.
• Learners will see the design and organization of events, partner search, negotiation of sponsorship and patronage contracts, as well as impact evaluation.
• Students will learn to master project management, communication and event marketing techniques.
• They will also be made aware of the ethical and legal issues of these practices.

• Allow learners to acquire the basic skills on 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(s) according to the request.
• Understand the specificities inherent to each type of image (bitmap, vector, etc…).
• Create digital communication documents.

• This course will introduce the techniques and tools of photo and video editing, essential for creating impactful visual content.
• It addresses the principles of visual storytelling, initiation to editing software (type: Adobe Premiere Pro, Final Cut Pro, Photoshop), shooting techniques, image and sound processing, as well as content distribution.
• Learners will be able to produce reports, interviews, promotional clips or storytelling videos, while respecting the aesthetic and technical codes specific to each format.
• They will also be made aware of the issues of ethics and copyright in the creation of visual content.

• 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 module prepares learners to understand the crucial role of communication agencies in developing strategies for their clients.
• It focuses on the study of advisory and recommendation techniques, ranging from the analysis of client needs to the presentation of creative and effective solutions.
• Learners will see how to master the tools and methods for designing relevant communication plans, assess their feasibility and potential impact, as well as how to defend their recommendations to customers.
• This course will also raise their awareness of the ethical and deontological issues related to the exercise of the profession of agency consultant.

Sustainable communication and events is a rapidly expanding 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 monitoring. 

• Give the keys to understanding SEO issues.
• Managing your online presence becomes a real lever for communication and growth of the company.
• Knowing the levers of natural referencing, knowing how to diagnose the strengths and weaknesses of a site from an SEO point of view, being able to implement the main factors for optimizing SEO visibility.

• Increase the reputation of a company through social networks.
• Maintain a community, create links with its consumers.
• Identify the prescribers and influencers of a market.
• Optimize, harmonize and streamline the company’s speaking on social networks.

• The course of “Trends in Communication” explores recent and upcoming developments in the field of communication.
• Learners will analyze new practices, emerging tools and changes in audiences.
• They will study the impact of digital, social networks, artificial intelligence and new technologies on the communication strategies of companies and organizations.
• Particular attention will be paid to ethics, social responsibility and creativity in contemporary communication.
• At the end of this module, students will be able to anticipate and adapt to constant changes in the communication sector.

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

• 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. 
• Develop an optimal crisis communication strategy.
• Learn to master media communication in sensitive periods. 

• Understand the different strategies of the company in order to conduct consistent and effective communication plans.
• Know how to judge and evaluate an advertising creation from the elements of the advertiser brief…
• Acquire the methodology to develop, negotiate, and manage your communication budget.
• Mastering the different negotiation levers.

• This course aims to provide learners with knowledge of the main principles of the discipline of strategic planning, and through it to allow them to better master the contours of advertising strategy.
• Each key notion addressed is illustrated by iconic campaigns and supported by practical exercises.
• An approach that therefore mixes theory and practice, concretized at the end of the course by an exercise in writing a creative brief.

• The missions of the media planner are to give visibility to the advertiser, to plan the different advertising segments based on the relevance of the materials and budget constraints.
• From taking charge of the brief to negotiating with advertising agencies, the tasks are both technical and commercial.