Master of Science Communication, Advertising & Digital Strategy

MSc & MBA
Bac +3, Bac +4, Bac +5
September, February
internship, professional training
Bordeaux, Chambéry, Lyon
French
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The MSc Communication, Advertising and Digital Strategy course

Le Master of Science Communication, Publicité & Stratégie Digitale a réussi le dosage entre formation généraliste (en réponse à des étudiants ayant des profils très différents) et enseignements techniques avec une forte spécialisation.

Indeed, as the communication professions are by nature very diverse, our teaching approach is based on global and corporate communication and visual communication engineering. Our objective is to train profiles as diverse as those of an advertising agency account manager, an advertising manager, an external/internal communications manager, etc.

A large proportion of the teachers come from communication agencies or are employed by advertisers. In addition to these, there are research teachers who provide more theoretical thinking and help students to register their This approach is part of an overall communication strategy.

The Program Director

A diploma in 1 or 2 years to become an expert in communication

Holders of a BAC+3 can apply for thefirstyear of the MSc, and holders of a BAC+4 can apply directly for the second year.

This program meets the various needs of an increasingly demanding and fast-moving market, which tends to recruit increasingly versatile profiles. It allows us to offer our students positions as both generalists in advertising communications and more technical profiles in media or advertising agencies. This Master’s degree course is intended to be generalist in terms of the profile of the students who enter it (literary, legal, economic, linguistic, marketing, etc.) but also very specific in terms of a market that has become highly segmented over the last 15 years.

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The Courses

The courses listed below are examples only and may vary slightly depending on the campus. The content of the courses is adapted each year to market developments and is updated before the start of each new school year.

Les cours de 1ère année

PROFESSIONAL METHODS AND PRACTICES – 1ST YEAR

Business Game

The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.

Ateliers techniques professionnels et Management Personnel

  • CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
  • Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS).
  • Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

Conférences Métiers

Presentation of the professions in the sector by professionals.

CROSS-CUTTING AND FUNDAMENTAL COURSES

Gestion budgétaire et Tableaux de Bord

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.

Business Plan et Création d’entreprise

The objective of this module is to learn how to draw up a business plan: Designing a costed project for the creation or development of a company.

Several steps are covered: feasibility study, market targeting, opportunities and risks, strengths and weaknesses, communication, financing plan and profitability.

Stratégie d’entreprise

A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify opportunities and threats in the environment is presented.

Négociation

This seminar focuses on a negotiation in a national and international context.

In particular, it will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The national negotiation will focus on the sales process through role playing.

Anglais

To perfect English language comprehension and communication skills in a wider context than just business English. Students are required to take the TOEIC test.

Informatique de Gestion

This module aims to deepen students’ skills in IT to meet the needs of companies in terms of budgetary or commercial monitoring, 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.

Business game

The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.

Business Skills

What makes a successful business person?

Internal and external communication skill; managing your priorities and deadlines; organization and time management skills; how to be a great listener, writer and speaker; effective sales techniques; effective group dynamics and project management skills; understanding international business culture.

SPECIALIZED COURSES

Communication RP agence média

Understand the specificities of press and public relations in a communication strategy.

Know the role of media agencies: advice, choice of media and supports…

Marketing stratégique

Outline and describe each of the major components of an effective distribution strategy. Identify the various categories of distribution channels and understand the factors that influence channel selection.

Understand the role of channel intermediaries and their relationships (channel conflict…).

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

Understand consumer behaviour (qualitative and quantitative studies, introduction to panels), as well as the main factors influencing purchases (reference groups), in order to define an efficient product positioning.

Communication de produit et communication de marque

Understand the specificities of product and brand communication.

Knowing how to identify the techniques of brand discourse and brand identity through the signs issued by the company.

Know how to define a communication strategy in line with the marketing strategy.

Designing a communication plan adapted to the company’s strategy, the brand’s positioning, according to current events and the competitive environment.

Propose a coherent media plan according to the communication plan and budget.

Produce brand content.

Droit appliqué à la communication

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.

International advertising

Mastering consumer and distributor panels.

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.

Communication digitale

Define and implement a digital communication strategy to optimize interactions between different channels (advertising, blog, advert gaming, social networks, content sharing…).

Implementing digital solutions that are integrated into global communication and generate value.

Processus de création publicitaire et logiciels PAO

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.

Les cours de 2ème année

PROFESSIONAL METHODS AND PRACTICES – 2ND YEAR

Business game

Business english

Ateliers techniques professionnels et management personnel

CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.

Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS)

Skills assessment, coaching, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

LinkedIn workshops.

Outils de gestion informatisée

Software (Excel, Word, VBA, professional software).

Conférences métiers

Presentation of the professions in the sector by professionals.

ADVERTISING STRATEGIES

Stratégies et création publicitaire

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.

Relations presse et relations publiques

Understand the strategic and practical approach to PR. Integrate and perform a press relations strategy on a daily basis. Press relations measurement and major trends. Knowledge of the actors and professions in PR.

Communication online

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.

Études et recherches marketing appliquées à la communication

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.

Méthodologie de la recommandation d’agence

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.

International advertising

This course involves three main areas of study: the international advertising environment and its global players (advertisers, investments, agency networks, media, regulatory and consumer organizations; major international trends in marketing communications; international advertising strategies, levels of standardization/adaptation in a disparate but fast converging global context.

Média-planning et stratégie des moyens

Know how to establish an efficient and economical media plan, thanks to a precise knowledge of the different media.

Planning stratégique

The missions of the media planner are to give visibility to the advertiser, to plan the various advertising passages according to the relevance of the supports and the budgetary constraints. From taking charge of the brief to negotiating with advertising agencies, the missions are both technical and commercial.

Politique de référencement

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.

CORPORATE AND SOCIAL MEDIA COMMUNICATION

Storytelling transmédia

Approach to transmedia storytelling as a means of communication. Knowledge of the ARG (Alternate Reality Game) as the main form of transmedia storytelling.

Analysis and design of an ARG.

  

Communication évènementielle

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.

Management et communication de crise

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.

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

Communication corporate et communication sociale

Context, actors and organization of corporate communication, sustainable development and business ethics. Recruitment communication. Public communication and political communication.

The institutional communication plan, targets and means. Problems of social communication. Develop an internal communication plan. Practical applications and case studies.

Corporate social média

Increase the notoriety of a company thanks to social networks. Maintain a community, create a link with its consumers. Identify the influencers in a market. Optimize, harmonize and streamline the company’s voice on social networks.

Transition digitale

Companies are subject to economic, ecological and digital transformations. The latter is part of a broader scheme of adaptation and support of the company to its environment, its customers and future consumers as well as to a paradigm shift in consumer behaviour. This module aims to give the keys to a successful digital transition.

VISUAL COMMUNICATION ENGINEERING

Identité visuelle et charte graphique

Creation of a visual identity charter based on the company’s needs. Logotype and company signage. Understanding of the graphic specificities of the different internal and external communication media. Display, press advertising. Company newspapers, commercial and institutional brochures.

Connaissance de la fabrication d’une oeuvre audiovisuelle

Production (fiction, advertising, corporate video…).

Photo and video shooting techniques. Post-production (film and video). Mastery of video editing software. Direction photo shoot.

Connaissance de la fabrication d’un support de communication

Knowledge and understanding of the graphic chain.

Design and creation (mock-ups, railroads, etc.); the different stages in the production of a printed document.

Techniques de communication intégrée appliquées au packaging

Packaging as a communication tool. Analysis, study of the strong and weak points of a pack.

Development of a packaging brief. Design of packaging taking into account technical and legal constraints.

Design graphique et logiciels professionnels

Adobe Creative Cloud (Photoshop, Illustrator) Website design software (CMS).

Multimedia project management: understanding and mastering the techniques of project management in an agency.


2 start dates per year and varying study rhythms

There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions department directly.

The pace of the course may differ from campus to campus and depending on whether the course is carried out under an internship agreement (initial) or a professionalization/apprenticeship contract (continuing).

The work-study contract must be signed for a period of 12 months (MSc 2), 24 months (MSc1 + MSc 2) or 18 months for the staggered start of March (continuation of studies in MSc2).

Student INSEEC Director of Health Establishments

Career opportunities after an MSc 2 Communication, Advertising and Digital Strategy

  • Head of Communications
  • Press Officer
  • Marketing Research Officer
  • Internal Communications Officer
  • Digital communication project manager
  • Advertising Manager
  • Buyer of advertising space
  • Brand Manager

What business skills are developed?

  • Define the communication and digital marketing strategy
  • Implement communication and digital marketing actions
  • Coordinate relations with service providers and partners
  • Managing a communications team

This program delivers the title of “Manager of Communication and Digital Marketing” of level 7 – former level 1 – registered in the RNCP (National Directory of Professional Certifications) under the code NSF 320.

The certification is obtained by capitalisation of all the blocks of skills.

For more details, please consult the online repository: https: //www.francecompetences.fr/recherche/rncp/34577/

What are the teaching methods?

Teaching methods

  • Lectures and interactive courses
  • Situational exercises through collective or individual case studies carried out by the students
  • Conferences, seminars and educational visits

Evaluation methods

  • Individual or group case studies
  • Individual and group oral presentations
  • Individual and group files

Methods and tools

  • The evaluation methods are face-to-face, in the form of continuous assessment or final exams in the form of mid-term exams.

What are the tuition fees for the course?

Initial training:

  • Entry in MSc1 : 9 550 €.
  • Entry in MSc 2 after M1: 10 050 €.
  • Direct entry in MSc2 : 11 450 €.

Continuing education (sandwich course) :

  • Training 24 months : 20 800 € HT
  • Direct entry in MSc2 : 11 950 € HT

VAE/VAP :

  • VAE : 4 200 € HT
  • VAP : 850 € HT

International package: Mandatory fee of €490 for support services exclusive to international students.

What kind of financial aid is available?

INSEEC offers several financial aid schemes:

Key figures of the MSc Communication, Advertising and Digital Strategy course

82%

Overall satisfaction with the course – Class of 2019

99%

Success Rate – Class of 2019

83%

Employability Rate – Class of 2019

70%

6-month CDI rate – Class of 2019

Disability

The OMNES Education Group pays particular attention to the societal environment, including the disability dimension. Indeed, we believe that students with disabilities should not have any problems in pursuing their studies and starting a professional career. We accompany them to facilitate their access to the premises, offer them personalized advice as well as adapted accommodations throughout their school career.

Accessibility of premises: all our campuses are accessible to people with disabilities.

To learn more about the OMNES Education Group’s disability policy, click here.


Contacts for disability referents by campus:
Bordeaux : Anne-Sophie SCHENKELS – asschenkels@inseec.com
Lyon : Mylène BESTOSO – mbestoso@inseec.com
Paris : Priscila SELVA – pselva@inseec.com
Chambéry : Géraldine RIVAL – grival@inseec.com

Actualités

Updated 10 May 2022