Master of Science Marketing, Communication & Business Strategies

MSc & MBA
Bac +3, Bac +4, Bac +5
Septembre, Février
Initial, alternance
Bordeaux, Paris, Lyon, Chambéry
Français
Home » Programs and Training » Master of Science Marketing, Communication & Business Strategies

Le MSc Marketing, Communication & Stratégies Commerciales permet aux apprenants de gagner l’expertise nécessaire pour être d’excellents managers.

‘Edouard BOURBON’

‘directeur de programme ‘

The MSc Marketing, Communication and Business Strategy course

“The modules and seminars cover all fields of marketing and meet the requirements and needs of companies.

Learners will develop their managerial skills and sharpen their competencies in an ever-changing industry.

Marketing experts and professionals come to share their knowledge and facilitate the integration of students into the job market.

Edouard BOURBON, Program Director – Linkedin profile

A 1 or 2 year degree to become an expert in marketing

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 training aims to train students for marketing manager positions. The seminars provide in-depth knowledge of the marketing and communication professions in response to the demands of the field.

The course offers an overview of the different dimensions of the marketing function: strategic, operational, digital and communication marketing. The courses, taught by professionals from different sectors of activity, enable students to develop real added value in a constantly changing market.

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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.

Business english / TOEIC

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

Marketing stratégique

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

International marketing

The objective of this course is to understand the principles which govern marketing activities in a global environment. Introduction to web 2.0 marketing.

The course covers international market entry, product launches, marketing strategies and promotions.

Students are expected to make presentations, analyze cases.

Brand strategy

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

Marketing digital et e-business

Through case studies, this module aims to master the tools specific to marketing and communication on the Internet, mainly through: the latest trends in e-commerce (m-commerce/f-commerce…); the integration of Web 2.0 in marketing strategies. Presentation and mastery of Web analytics tools. Development of a marketing and sales strategy on the various social media

Distribution policies

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…). Identify option/ strategic retail alternatives. Implement the retail strategy, evaluate and control. Master retail mix and its components. Understand manufacturer/ retailer relationships challenges.

Droit commercial

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).

Approach to commercial relations: presentation of the legal regime applicable to commercial acts; classification of contracts; practical approach to the formation (consent, capacity and object of the contract) and execution of the contract; particularities and main clauses of the sales contract; general conditions of sale; principles of liability.

Les cours de 2ème année

PROFESSIONAL METHODS AND PRACTICES – 2ND 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.

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.

STRATEGIC MARKETING

Psychologie du consommateur et stratégies de persuasion

Know the consumer’s decision-making process, their perception of risk and their levels of involvement.

The variables that influence its perception: personal, cultural, social, economic.

Develop strategies adapted to current consumer behaviour.

Etudes et recherches marketing

Master the exploitation and interpretation of quantitative data from retail and consumer panels in order to use them for strategic thinking.

Understand the importance of consumer insight in marketing and the role that research plays in management decision making.

Knowing, choosing and implementing different types of studies: sample surveys, qualitative studies, explanatory, predictive and causal studies, descriptive studies, panels.

Management de la marque

Understand the brand logic to position it clearly and make it perform.

Define the brand identity and territory.

Implementing a marketing plan as part of the development of a brand.

Droit de la marque

Trademark and protection; trademark infringement; advertising and regulation; infringement; proof of infringement.

Comparative advertising; impact of the Evin law on trademark law; copyright.

International marketing

The objective of this course is to understand the principles which govern marketing activities in a global environment. The course covers international market entry, product launches, marketing strategies and promotions.

Contrôle de gestion appliqué au marketing

Budget management: setting up and managing commercial budgets.

Commercial cost management: analysis and statistical reorientation.

Analysis of variances associated with commercial activity: monitoring of margin and sales variances.

Product profitability study: simple direct costing, advanced, margin.

OPERATIONAL MARKETING

Marketing des hautes technologies

The high-tech market. How to innovate and adapt products to consumer demand.

Innovation strategies in the high-tech sector.

  

Marketing des réseaux de distribution

To know the development strategies of the different actors of the food retailing and specialized distribution.

Master the technical aspects: trade promotions, merchandising, sales prices, margins, commercial cooperation budgets. Mastering the B to B to C chain. Integrate new trends: drive-throughs, convenience stores, e-commerce. Strengthen the manufacturer/distributor synergy.

Know the marketing of the distributor. Mastering trade marketing (category management, ECR and merchandising): planning, preparing and monitoring trade marketing operations.

Exploiting information from trade marketing actions.

Measure department and promotion performance. Measure ROI.

Marketing de l’innovation et lancement de nouveaux produits

The objective of this module is to familiarize students with the role of brand/product manager in the management and launch of new products.

Develop the marketing plan and budget forecast. Write briefings to service providers.

Define action plans that are in line with the defined strategy to achieve the set objectives in a realistic way.

Manage and develop a product or a range of products.

Storytelling transmedia

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.

Merchandising

Consumer behaviour as the keystone of merchandising, types of merchandising, quantitative analysis of a department: optimisation, value, layout logic, assortment.

Négociation et ventes complexes

Identify situations that require team-building action.

Facilitate a meeting and manage difficult behaviours of different participants.

Leading a group towards a common goal using appropriate facilitation and idea generation methods. Identify their own teamwork (and leadership) style.

Work as a team, making the best use of each other’s profiles.

Learn complex sales techniques through the use of tools, role plays and simulations.

E-MARKETING AND COMMUNICATION

E-commerce et marketing digital

Strategies and techniques for selling on the Internet; global reflection on the opportunity to integrate an e-business strategy into the company; market players; commercial strategies and deployment of cybermarkets; e-commerce and SMEs; e-commerce and export strategies; pricing strategies and online payment.

Know the legal environment and the techniques of digital marketing.

Communication digitale

Having a customer-centric approach; psychological aspect of a purchase decision; role-playing and The new communication levers: Internet (web 2.0 and 3.0, social networks, e-mailing, podcasting) E-reputation and brand protection on the Internet. Brand community management.

Stratégies design et packaging

Brand strategies, visual identity and logo (Photoshop/ Illustrator), design and packaging, industrial design, star design, commercial architecture, POS.

Design of packaging taking into account technical and legal constraints.

Communication et publicité

Establish a brand communication strategy. Define a communication plan, establish a precise media planning based on knowledge of trends and developments in the major media.

Agency/advertiser relations. The process of collaboration between the advertiser and its communication consulting agency.

Formalization of a communication strategy, development of a creative briefing.

Forms of communication: corporate, sponsorship, packaging, logo, graphic design, storytelling, events, public relations.

SECTOR MARKETING

Marketing du luxe et de la mode

This module provides a better understanding of the latest trends and practices in marketing and management in the luxury and fashion industry. Learners meet with experts working in the sector to exchange ideas with them.

Marketing du vin et spiritueux

For learners interested in the wine and spirits sector, experts will come and meet them to present strategies around wine branding, geopolitics, financing strategies in the wine sector and packaging.

Marketing du sport

Marketing mix applied to the world of sports, marketing challenges of sports for advertisers, global strategic policies around major international sporting events.


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 Marketing, Communication and Business Strategy

  • Marketing Director
  • Brand Director
  • Marketing Manager
  • Product/range marketing manager
  • Client Manager
  • Marketing Manager
  • Marketing Project Manager
  • Brand Manager
  • Product Manager
  • International Product Manager
  • Market Manager
  • Marketing Consultant
  • Research Manager
  • Marketing business manager

What business skills are developed?

  • Determine the marketing strategy and propose an innovative offer
  • Define and implement the business development plan
  • Manage and implement communication and digital marketing actions
  • Manage a marketing and sales team
  • 1 mandatory option among the following:
    • Implementation and management of the marketing and management strategy in the luxury and fashion sector

This program delivers the title of ” Manager of Marketing and Commercial Strategy” of level 7 (EU) registered in the RNCP (National Directory of Professional Certifications) under the code NSF 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 is the 2022/2023 tuition to enter the program?

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 Marketing, Communication and Business Strategies 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

Actualités

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

Updated 10 May 2022