Master of Science in Event Marketing & Public Relations

MSc & MBA
Bac +3, Bac +4, Bac +5
September, February
internship, professional training
Bordeaux, Paris, Chambéry, Lyon
French
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Le marché de l’emploi dans le secteur de l’événementiel confirme son dynamisme avec plus d’offres d’emplois et des besoins croissants en digital. Grâce à ce dernier, une véritable révolution s’est opérée dans l’événementiel et les RP !

‘Édouard Bourbon’

‘directeur de programme master événementiel campus de Paris’

Master’s degree in Event Marketing and Public Relations

“Doing events today” means creating content, especially for a brand’s various social media platforms. Thus, digital extends the live experience while expanding its audience on the web. Nothing better for a brand to dialogue with its communities than to create an event, an “emotional content” that will be broadcast on a YouTube channel, an Instagram account, etc.

Influencers have become today’s media. Experience and commitment have become the key words in this rapidly changing discipline. The MSc2 Event Management & Public Relations responds to these new challenges of digitalization, in a world tending towards ever greater instantaneity and ubiquity.”

Édouard Bourbon, Director of the Master of Events program, Paris campus

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 master’s degree in event communication allows our students to be trained in the different professions of event management, whether it be on the agency side (client or development director, copywriter, creative director, project manager, production director); on the organizer’s side (curator, project manager, communication director, sales manager) or on the advertiser’s side (head of partnerships, sponsoring and patronage, head of event coordination and public relations operations).

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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

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.

Business english

Outils de gestion informatisée

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

Conférences métiers

Presentation of the professions in the sector by professionals.

EVENTMARKETING

Marchés, acteurs et typologies d’évènements

Understand the events market in France and in the rest of the world and know all the private and public players who are involved in the sector today.

Understand the typology of each event in relation to the situations that companies, institutions and their products and services experience.

Stratégies marketing et communication des évènements

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…).

Creation, management, organization and promotion of events, with the aim of strengthening the image, building customer loyalty and increasing sales.

A challenge will cover all the skills acquired through this module.

Contrôle de gestion appliqué à l’évènementiel

Know how to set up and manage communication and marketing budgets. Statistical analysis and reorientation. Gap analysis associated with communication objectives.

ROI measurement. Product profitability study: simple direct costing, advanced and margin. Calculation of the event’s cash flow plan, as well as its break-even point.

Marketing sportif évènementiel

Knowledge of all the tools and methods used directly or indirectly by sport, its image and its actors to create a need, to market a product that meets this need and to sell it. Recourse to sports sponsorship to gain notoriety and increase its brand image. Sports sponsorship as a way to transfer the values of sport to the company.

Congrès, salons, incentive et tourisme d’affaires

Typology of international events, logistics, costs, economics of trade shows. Organization, marketing and customer relations. Organizing a congress or a trade show: finding funding and partners, material organization, welcoming delegates, costs and promotional methods.

Evènementiel et communication institutionnelle

Objectives of institutional and territorial communication.

Study of events at the service of public authorities and territories. Festivals: an economic and cultural asset for the regions; tourism and festivals; promotion of festivals in France and abroad.

Sponsoring, mécénat et stratégies de partenariat

Objectives of a sponsorship or patronage policy (repositioning, increase of notoriety, gain of market share…). Choice of the type of event and optimization of the investment. Tax and legal conditions for companies in terms of sponsorship and patronage.

EVENT AND PR COMMUNICATION

Relations presse et Relations publiques

Understand the strategic and practical approach to PR. Measurement of press relations and major trends; knowledge of the players and the PR professions. Implementation and good practice of digital PR.

  

Stratégies de communication et communication évènementielle

Definition of the target and communication objectives (prospects, customers, new offer). Precise knowledge of all the media and media operators in order to better approach them for media purchases and partnerships. Knowing how to establish an efficient and economical media plan.

Relations publiques et lobbying

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.

Communication de crise et RP

Mastering media communication in sensitive times. Implement public relations operations in response to a crisis situation. To provide a didactic and successful response, in addition to other crisis communication tools.

Communication digitale et RP

Increase the notoriety of a company thanks to social networks. Maintaining a community, creating links with the Internet, social networks and other digital tools at the heart of innovative event communication. The events at the origin of new digital tools of connection.

Relations agence évènementielle/annonceur

Key players (strategists, producers, marketing, communication, sales); writing and responding to a brief; contractual relationship.

EVENT ENGINEERING

Ingénierie de projet évènementiel

Master the complete process of scheduling an event with its dedicated tools (Gantt, critical path, etc.), while not losing sight of the marketing communication and non-industrial dimension.

Ingénierie visuelle des évènements

Know how to write and edit a film to promote an event or as a testimony of an event (or report). Know how to use the latest tools and software available. Practical application of film editing. Analysis of all media.

Scénographie évènementielle

Know the requirements for staging events and theories of place-based approaches. Knowing which service providers to turn to for optimal staging of the event.

Mesure d’efficacité des opérations de relations publiques

To know the measurement tools of the agency which seeks to evaluate its ROI or to know how to evaluate the image, notoriety and business impact of an event for a brand or an institution.


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 a Master’s degree in Event Marketing and Public Relations

  • Event Project Manager
  • Event Art Director
  • Press Officer
  • Cultural Production Assistant
  • Designer/writer
  • Director of Communications
  • Sales Manager
  • Head of partnerships (sponsorship and patronage)
  • Responsible for coordinating events (or public relations operations).

What business skills are developed?

  • Define the communication and digital marketing strategy
  • Knowing how to identify the main components of a market in order to be able to determine the marketing and commercial objectives to be reached in the context of the implementation of event marketing actions, evaluating and implementing the strategy of means to achieve them
  • Define and implement the offline and online event marketing strategy for a brand or a company
  • Know how to identify, implement, monitor and measure the impact of event marketing and PR actions resulting from the marketing plan
  • Be able to implement the development strategy for the commercial activity of a brand or a company: define a suitable positioning, structure and lead a team within an agency, with a service provider or an advertiser, draw up a budget while ensuring its control

This program delivers the RNCP certification of Level 7“Manager of Marketing and Sales Strategy“, NSF code 312.

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/34806/

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: 490 €.

What kind of financial aid is available?

INSEEC offers several financial aid schemes:

Key figures for the MSc Events Marketing and Public Relations course

91%

Overall satisfaction with the course – Class of 2019

99%

Success Rate – Class of 2019

73%

Employability Rate – Class of 2019

73%

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 13 April 2022