The MSc Marketing, Communication & Business Strategies programme
“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.”
Julian DUPRAZ, Programme Director – INSEEC MSc Paris
Program objectives
The objective of this training is to train learners in marketing manager positions. The seminars provide in-depth knowledge of the marketing and communication professions that meet the requirements of the field. The curriculum offers an overview of the different dimensions of the marketing function: strategic, operational, digital, and communication marketing. The lessons taught by professionals from different sectors of activity, allow learners to develop real added value in a constantly changing market. Learners will be able to target positions in marketing and communication, such as: marketing manager, marketing project manager, product manager, sales manager, business development manager, research manager, communication manager, etc.
- Definition of the marketing strategy and proposal of an innovative offer;
- Define and implement the business development plan;
- Lead and implement communication and digital marketing actions;
- Manage a marketing and sales team.
A 1-year degree to become an expert in marketing
- 2nd year of MSc: 441 hours.
- This MSc opens in September 2024 for direct entry into 2nd year only (bac+5).
How to apply to the MSc Marketing, Communication & Business Strategies at INSEEC?
The required prerequisites
The conditions for accessing the certification system (excluding VAE) are:
- For entry into the 5th year (MSc2): a RNCP degree at level 6 and/or 240 ECTS acquired in a course equivalent to the field concerned.
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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.
2nd Year Courses
MARKETING STRATEGY – 2ND YEAR
MARKETING OF INNOVATION
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 and budget. Write briefings to service providers. Define the action plans that fall within the strategic line defined with a view to realistically achieving the objectives set. Manage and develop a product or product line.
BRAND MANAGEMENT
Establish a brand communication strategy. Define a communication plan, establish a precise mediaplanning based on a knowledge of trends and evolutions of the major media. Agency/advertiser relations. The collaboration process between the advertiser and its communication consulting agency. Formalization of a communication strategy, elaboration of the creation brief. Forms of communication: corporate, sponsorship, packaging, logo, graphic design, storytelling, events, public relations.
CONSUMER PSYCHOLOGY
Know the consumer’s decision-making process, risk perception and levels of involvement. Variables that influence its perception: personal, cultural, social, economic. Develop strategies tailored to current consumer behaviours.
PROFESSIONAL TOOLS & METHODS
Seminars and conferences are regularly offered in order to best prepare learners for the professional world.
STRATEGIC MARKETING
BUSINESS STRATEGY & PERFORMANCE
Assess sales performance (online and offline) through appropriate indicators (financial KPI, ROI, etc.) and by using statistical or metric tools to assess the profitability of online actions and possibly adjust the use of resources associated with the different channels. Analyze the results, taking into account the overall strategy of the company (integrating the commercial strategy) and define/ propose axes of optimization of the digital marketing strategy with regard to the results.
CUSTOMER EXPERIENCE MANAGEMENT
Know the fundamentals of customer experience. Master the key concepts of customer experience management (CEM). Understand new customer relationship practices in the digital age. Know how to formalize a strategic reasoning and a detailed action plan to address a customer relationship issue in the digital age
PANELS, RESEARCH & MARKETING DECISIONS
Master the exploitation and interpretation of quantitative data from retail and consumer panels for use in strategic thinking. Understand the importance of consumer insight in marketing and the role of research 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
COMMUNICATION & DIGITAL MARKETING
COMMUNICATION & ADVERTISING
This course covers 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.
AUDIO & VIDEO DESIGN
Allow students to create a short film/video interview by building their ideas in writing, taking care of the project from A to Z, then making the images and sound. Allow students to acquire video editing basics.
DIGITAL STRATEGY
New communication levers: Internet (web 2.0 and 3.0, social networks, e-mailing, podcasting). Online reputation and brand protection. Brand community management.
DATA MARKETING : CRM & MARKETING AUTOMATION
Analyze customer data and campaign results to improve marketing strategies, using CRM and marketing automation tools for segmentation, targeting and personalization.
ADVERTISING STRATEGY & CREATION
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.
MARKETING & SALES PROJECT MANAGEMENT
DIGITAL PROJECT MANAGEMENT
Initiate, pilot and conduct marketing projects effectively and efficiently. Using 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.
TEAM MANAGEMENT
The organization of the overall policy of the teams or a marketing and sales department is the responsibility of the marketing manager and the sales strategy. These activities range from recruitment, management and animation, as well as the loyalty of dedicated teams.
GRAPHIC DESIGN
To allow learners to acquire the basic skills on the software of the ADOBE suite in order to meet the requirements of companies during their internship, then the beginning of their professional life.
COMPUTERIZED MANAGEMENT TOOLS
Software (Excel, Word, VBA, professional software).
MARKETING & SALES MANAGEMENT
TRADEMARK LAW
Trademark and protection; infringement of trademark law; advertising and regulation; infringement; proof of infringement. Comparative advertising; impact of the Evin law on trademark law; copyright.
FOCUS MARKETS
Trends in a market of the learner’s choice: Fashion & Luxury, Wines & Spirits, Tourism or Sport.
APPLIED RESEARCH PAPER
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.
EXAMS
WRITTEN EXAMS
MEMORIAL DEFENCE
What are the returns and the rhythms of studies?
This MSc opens in September 2024 for direct entry into 2nd year only (bac+5).
The pace of courses may differ depending on the campus and whether the training is carried out under an internship agreement (initial) or a professionalization/ learning contract (continuing).
The work-study contract must be signed for a period of 12 months.
Career opportunities after an MSc Marketing, Communication & Business Strategies
- 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
To consult the detailed job sheets by specialization.
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;
- Implementation and management of the marketing and management strategy in the luxury and fashion sector.
Description of the procedures for acquiring certification by capitalization of skill blocks and/or correspondence.
Certification is obtained by:
- The validation of four blocks of skills common to all courses as well as a specialization block according to the course of the candidate (obtaining a score greater than or equal to 10/20 for each skill block).
- Completion of a final thesis with a score of 10/20 or higher.
- Completion of a period of 132 days minimum on the second year of the course (MSc 2).
Professional certification of « Marketing and Business Strategy Manager » level 7 (EU), code NSF 312, issued by INSEEC MSc (INSEEC EXECUTIVE EDUCATION, CEE-SO, CEE-RA, CEFAS, MBA INSTITUTE), registered under number 34806 at the RNCP (National Directory of Professional Certifications) by decision of the Director General of France Compétences of 1 July 2022.
Certification is issued by capitalization of all skill blocks. Each skill in a block must be confirmed to obtain the skill block. Partial validation of a block is not possible. It is also accessible through the Validation of Acquired Experience.
Find the skill blocks associated with this RNCP title by clicking here.
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 2024/2025 tuition to enter the program?
Initial training :
- Direct entry into MSc2 : 13 350€
Apprenticeship:
- Direct entry into MSc2: 13 950€ ET
In the context of work-study training, tuition fees are payable by the OPCO and the company signing the contract.
Do you have any questions about work-study or our school in general? Consult our frequently asked questions.
VAE/VAP :
- VAE : 4 200€ ET
- VAP : 850€ ET
International package (mandatory for international students): 490€.
What kind of financial aid is available?
INSEEC offers several financial aid schemes:
- The alternating rhythm, in internship or work-study contract.
- The right to training via the CPF.
- Banking partnerships.
KEY FIGURES FOR RNCP QUALIFICATION NO. 34806 "MARKETING AND SALES STRATEGY MANAGER"
94%
National success rate
Class of 2023
96%
Presentation rate
Class of 2023
87%
Overall integration rate
Class of 2022
74%
Satisfaction rate at 6 months
Class of 2022
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 : Maxime DOUENS – mdouens@inseec.com
Lyon : Anissa GASMI – agasmi@inseec.com
Rennes : Laura LE CALVEZ – llecalvez@omneseducation.com
Paris : Farid HAMAD – fhamad@inseec.com
Chambéry : Clément BERTACCO – cbertacco@inseec.com
Marseille : Océane VALOTTI – ovalotti@omneseducation.com
News
June 2024
INSEEC hosted the CFNews Grands Prix de la Croissance Externe Sud Ouest for the second year running
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