Master of Science in Sports Marketing & Customer Experience

The objective of this module is to reveal the potential of students, both in teams and individually, to develop their leadership, management style, and agility—key skills in the job market. It involves utilizing all the marketing, commercial, and strategic competencies acquired throughout the year.

The objective of this module is to enable the learner to gain perspective on their professional immersion and to demonstrate their analytical and reflective abilities by addressing a managerial issue related to their company missions and certification specialty.

This module focuses on the marketing and commercial domain, aiming to prepare learners for the internationalized world of sports. It enhances their understanding and communication techniques in English by providing them with necessary tools (“business skills”) to define commercial policies, improve commercial efficiency, management, and business development.

This online module allows learners to review and/or deepen their English language skills essential for professional integration. With its “revision and practice sheets” pathways, it provides methods for the official TOEIC test (ETS Global).

The objective of this module is to understand strategic management with an integrative approach and to know how to create a business plan. It raises awareness of new challenges in strategic management, relies on methodologies, and the application of specific tools. The module enables the development of a business plan.

This module provides skills in commonly used business tools essential for marketing and communication functions: firstly, it covers image software with an introduction to Photoshop for creating or retouching visuals, flyers, photo montages, etc. Additionally, it includes the design of dashboards to manage commercial activities using advanced Excel functionalities.

The objective is to acquire key skills in budget management and reporting. The focus will be on budget architecture, including the implementation of summary documents, project management control and its connection with budget management, as well as the creation and management of dashboards.

Negotiation is an integral part of professional life, and the objective of this module is to cover the entire sales process, from preparation to conclusion, primarily through role-playing exercises.

This seminar provides students with a practical immersion into the world of sports business through a Business Game. Divided into teams representing companies in the sector, students tackle real-time strategic challenges.

This module involves a thirty-minute oral presentation on the student’s thesis.

This module relies on meetings with professionals from the outdoor industry and various partner companies. Its aim is to deepen understanding of the specific and complex outdoor ecosystem. It allows students to enhance their knowledge and expand their professional network.

This module aims to provide a first overview of the outdoor tourism sector and to design nature sports offerings. It focuses on understanding various types of accommodations and their statuses, as well as creating tourist products such as micro-adventures. It allows identification of the production chain for sports tourism offerings.

This module aims to acquire technical and relational skills to effectively contribute as a manager by optimizing and developing talents within a company in the outdoor sector. It involves identifying the role and tasks of the manager related to human resources, mastering effective recruitment techniques, understanding various employment contracts, comprehending reasons for termination, and grasping the entirety of a compensation system.

This module enables conducting market research by selecting appropriate methods based on objectives: gaining in-depth consumer behavior insights through qualitative studies and identifying market potentials through quantitative methods. Applied within the outdoor sector.

This module focuses on acquiring technical and relational skills to effectively contribute as a manager, optimizing and developing the talents of a team within an outdoor sector enterprise. Key aspects include identifying the manager’s role and tasks related to human resources, effective recruitment practices, understanding various employment contracts, comprehending reasons for termination, and gaining a holistic understanding of compensation systems.

This module aims to build a customer-oriented marketing strategy within the outdoor sector. It enables the sizing of prospecting/loyalty means based on market and company analysis, modeling of an omnichannel customer journey, and designing a plan with quantified objectives and return estimates.

This module provides in-depth knowledge of the essential components of the outdoor ecosystem, whether they are industrial, touristic, political, syndical, federal, sports-related, or economic. Understanding the intricacies of this ecosystem is crucial for quickly integrating into the sector.

This module aims to define the social media strategy for outdoor companies. It covers fundamental elements such as the role and importance of social networks, the responsibilities of a Community Manager, key social media platforms, KPIs, etc. It identifies best practices and innovative tools. Topics include community creation and management, as well as the development of an optimal content dissemination plan within a communication campaign framework.

This module focuses on developing an external communication strategy including brand strategy and an optimized communication plan aligned with communication objectives within outdoor companies. It addresses the effectiveness of current communication plans, communication budgets, and enables the design of PESO communication actions in line with brand identity and objectives.

This course aims to explore the various facets of sports marketing and sponsorship, including the reasons why brands and corporate entities unrelated to sports use this medium for promotional purposes. The objective is to understand the role, principles, and tools of marketing in today’s sports environment, and to analyze the most deployed marketing strategies through branding management in sports.

This module, focused on B2B, aims to understand the strategic challenges of a commercial policy for sports brands or distributors, performance drivers, and control tools. It aims to link with upstream marketing aspects (product policy, strategic positioning, customer targeting), while providing methods and tools for prospecting and customer loyalty specifically in the outdoor sector.

This module aims to analyze and develop the digital strategy of sports enterprises, from acquisition to retention. It leverages the fundamentals of digital marketing tools and enables understanding of digital challenges and the conversion funnel. It covers web tools and various acquisition levers to select the right one based on the objective, and ultimately, to master the mechanics of inbound marketing.

This module aims to provide an in-depth understanding of the components of the French mountain resort ecosystem and analyze its key issues. It allows for diagnosing the operation of a resort and proposing development strategies for future resorts.

This module aims to enable participants to identify the strategic choices of a company integrating multiple options in terms of direction (e.g., diversification, new business models, etc.). Numerous examples and applications in the outdoor sector.

This module aims to provide the keys and key principles of brand management using concrete examples from the outdoor world. It enables the definition and establishment of brand values, positioning, brand platform, and various brand strategies aligned with group strategies.

This module aims to define a consumer target and build a product strategy in the outdoor or ski sector, based on analysis of a target market. It enables the drafting of a prioritized product specification document, development of an exclusive product range with associated pricing, and management of a product development project including monitoring and animation.

This course aims to provide an overview of current issues in eco-design and the circular economy, and to provide the keys to integrating this approach into “responsible marketing” within marketing strategies. Applied in the outdoor sector (products, such as sports tourism).

This module aims to provide future commercial managers with fundamental knowledge to understand, define, pilot, and improve an omnichannel strategy. It notably discusses key success factors of omnichannel applied to outdoor businesses, focusing on brands and distributors. The ambition is to offer a 360-degree view of omnichannelity – including its origins, consumer expectations, customer journeys, strategic scenarios, choice of tools and devices for implementation, barriers, and best practices.

This module has a dual objective of defining commercial operations at the point of sale in coherence with other channels, while creating a seamless omnichannel experience. It relies on understanding various pricing and promotional mechanics to drive traffic and conversions. It integrates physical retail outlets into the global media ecosystem to make them a brand vector. Case application focuses on a sports retail chain.

This module aims to define the various alternatives and tools for international development available to companies, such as exporting, sourcing, and technology transfer. It also aims to identify different institutional and private frameworks that can assist companies in successfully executing their deployment projects. The module provides fundamental keys for managing an international development project, including organization, key stages, typical risks, and market intelligence. Applied focus is on the outdoor market.

This module focuses on how to sell and establish international presence based on market dynamics, brand strength, strategic vision, and country-specific considerations. It covers identifying regional potential, setting quantifiable objectives per region (revenue and gross profit margin), by distribution channel and product categories. The module also emphasizes developing sales and marketing tools for SELL IN, as well as implementing communication and commercial monitoring processes. Applied context is within the outdoor sector.

This module aims to assist managers in decision-making and business activity management through the creation of dynamic dashboards (focus on advanced Excel modules and ETL).

This module serves as an introduction to press relations and public relations to impart the fundamentals of the profession. It enables creating a PR brief as a brand and defining a PR strategy for a product launch or event. It teaches how to identify PR outcomes (coverage, web traffic). Applied specifically to the outdoor sector.

This module aims to understand the UX approach at the core of marketing and commercial professions. Its objective is to integrate UX thinking into the workflow. It includes two applications within the outdoor sector: the creation of a dedicated customer journey and a UX interface for conversion.

This module aims to provide an overview of the key aspects needed to successfully manage an outdoor event, regardless of its type or scale, and to define the priority areas to master: funding, legal and administrative constraints, event promotion, etc. It enables understanding of the ecosystem of outdoor sports events, establishing the general framework, building and managing an event budget, and mastering the various stages of implementation.

This module allows for the analysis of various triggering factors for a change strategy, deriving key success factors, and implementing them in a new situation. It integrates prospective strategic diagnostics, taking into account the managerial system, enabling the development of a change strategy, deployment among teams, and change monitoring and control.

This module aims to develop negotiation skills necessary for success in international business and B2B negotiations within a multicultural work environment. Applied within the outdoor sector.

This module aims to enhance the ability to identify, analyze, and act upon key variables that influence the performance of a sports company. It leverages all marketing, sales, and strategic skills seen in [previous courses] to effectively address complex challenges typically faced by real outdoor sector enterprises. It enhances decision-making in agile team environments within an ever-evolving universe and helps understand their impact on operational outcomes. It aims to uncover the potential of students both individually and as part of a team.

This online module allows for revising and/or deepening essential English language skills necessary for professional integration. Through its “revision sheets and training sessions,” it provides methods for the official TOEIC test (ETS Global).