Master of Science Trade Marketing, Distribution & Business Development

• Perfect comprehension and communication techniques in the English language in a context broader than the field of commercial English.
• Learners may be required to take the TOEIC depending on the host campus.

This module aims to deepen the skills of learners in IT to meet the demand of companies in terms of budget or commercial monitoring, project management, personnel management and communication: Excel, Word, PowerPoint, team work tools, business software. It aims to be efficient with office tools, quickly identify and correct errors, customize existing tools or create your own tools.

The objective is to acquire key skills in terms of budget management and reporting. Particular emphasis will be placed on the budget architecture, with the implementation of summary documents, project management control and its link with budget management, the execution and management of dashboards.

The Professional Experience Report makes it possible to value the experience and know-how acquired during the internship, by presenting the practical aspects and the processes implemented.

This module allows learners to improve their CV and their posture, notably through simulations (business game, professional simulation, speaking, etc.); practical and professionalizing workshops (CV, professional social networks, coaching, etc.) as well as professional and master class conferences.

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

This seminar is focused on a negotiation in a national and international context. 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.

Presentation of the main components of an effective distribution strategy by identifying the different categories of distribution channels. This module allows to understand the factors that influence channel selection, to understand the role of intermediaries and their relationships and to identify strategic retail options/alternatives. This also allows to implement the retail strategy.

This module aims to explore the different aspects of CRM in an integrated way, emphasizing its strategic importance for businesses and providing learners with the skills needed to design and implement successful CRM initiatives.

How to manage operations and supply chain in a global environment supporting marketing and sales that includes sourcing, development, quality, supply chain…

• Implement effective project and team management, by integrating management techniques and measuring the return on investment.
• Objectives include the definition and negotiation of key parameters such as costs, quality and deadlines, as well as the organization and steering of projects by defining responsibilities and tasks, managing human and financial resources, and by setting up data management platforms.
• The course also teaches project decomposition (WBS, PBS) and resource smoothing to ensure smooth and efficient project execution.

• Describe each of the main components of an effective distribution strategy.
• Identify the different categories of distribution channels and understand the factors that influence channel selection.
• Understand the role of intermediaries and their relationships (channel conflict…).
• Identify strategic retail options/alternatives.
• Implement the retail strategy, evaluate and control.
• Master the commercial offer and its components.
• Understanding the challenges of manufacturer/retailer relationships.

• Master the techniques of managing one or more departments or points of sale by integrating all the functions of commercial management, animation and commercial implementation.
• Master sales and purchasing techniques (customer advice, commercial legislation, referencing).
• Manage the assortment and merchandising of a section.
• Animate and optimize sales.
• Manage the customer relationship.
• Establish forecasts.
• Analyze management indicators and dashboards.
• Manage stocks.
• Plan the work.
• Train and develop employees.

• Legal approach of the company: positioning of the company in the legal environment; the legal regimes of the different social 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 training (consent, capacity and purpose of the contract) and execution of the contract; particularities and main clauses of the sales contract; the general conditions of sale; the principles of liability.

• Develop new sales contact points with customers (multi-channel).
• Integrate into the marketing strategy all the different channels in the consumer journey to make the consumer experience as fluid as possible (cross-channel).
• Connected stores (omnichannel).

• Know the development strategies of the different players in large-scale food retail and specialized distribution.
• Master the technical aspects: Trade promotions, merchandising, selling prices, margins, commercial cooperation budgets.
• Mastering the B to B to C chain. Integrating new trends: drive, convenience stores, e-commerce.
• Strengthen the manufacturer/distributor synergy.
• Know the distributor’s marketing and private label.
• Mastering Trade Marketing (category management, ECR and merchandising): plan, prepare and monitor Trade Marketing operations.
• Exploit the information from Trade marketing actions.
• Measure shelf and promotion performance.
• Measure the ROI.
• Recommend and implement a relational marketing approach (loyalty, direct marketing, CRM, etc.) on all channels (points of sale, catalogs, websites, contact centers, etc.).

• Master the consumer and distributor panels. Integrate the specific needs of customers (in-store purchasing behavior or product use logic) in order to build lasting customer loyalty.
• Category management and cross-channel customer journey (drive and retail).
• Build more effective action plans in terms of impact on revenue or profit margin, thanks to a more “comprehensive” targeting of consumers (shopper marketing).

Distribution strategies for products and services must meet consumer expectations. This module allows mastering distribution strategies both physical and digital and today hybrid with a rise in social commerce. How to best meet consumer expectations? How to be present 24/7? How to offer a distinctive experience? These questions and many others will be answered in this module.

Exploring the impact of the digital world on brands and consumers. Building on the foundations of marketing to succeed in the digital world. Develop strategies to effectively manage brands and digital media. Using data, formats and platforms to target and engage consumers. Analyze tools and methods to optimize results in the digital world. 

• Understand and integrate a marketing issue, to decline it at an operational level.
• Know how to define and develop a commercial innovation (format, distribution method and brand and/or store concept), locally or internationally.
• Analyze the components of the brand with a view to implementing them at the level of the brand and the different points of sale.

The course proposes to integrate the strategic approach of the company in order to understand and prepare its long-term development. Conduct a global diagnosis of the company and its environment by knowing how to assess its capabilities to cope with and adapt to change, analyze and understand the structural issues related to the implementation of a strategic plan; decode the identity of an organization and analyze the components of a company’s culture. Consider the company in its management.

• Study real estate exploitation strategies specifically adapted to the field of trade marketing and franchising.
• Thoroughly analyze the different real estate management models to optimize business performance. Identify best practices to effectively integrate real estate into franchise strategies.

This module allows learners to improve their CV and their posture, notably through simulations (business game, professional simulation, speaking, etc.); practical and professionalizing workshops (CV, professional social networks, coaching, etc.) as well as professional and master class conferences.

This course allows learners to understand the issues and learn methods to attract, retain, and perfect their marketing practices.

• Explore new trends in distribution models, including online sales and direct-to-consumer shipping.
• Analyze consumer needs and behaviors in order to better anticipate and respond to them.
• Optimize sales and address the phenomenon of disintermediation and reintermediation through the integration of new actors, such as Marketplaces.

• Know the different professions of the franchisor: development, animation, organization, legal aspects, marketing, training, administration, finance of the creation of a franchise.
• Study the mechanisms and implications of relations between franchisors and franchisees.
• Analyze communication and collaboration strategies in the franchise context.
• Explore ways to optimize cooperation and resolve conflicts between the two parties.

This module aims to deepen the skills of learners in IT to meet the demand of companies in terms of budget or commercial monitoring, project management, personnel management and communication: Excel, Word, PowerPoint, team work tools, business software. It aims to be efficient with office tools, quickly identify and correct errors, customize existing tools or create your own tools.

• Understand the constraints of the retail sector in terms of supply and inventory management.
• Integrate the challenges of reducing logistics costs, in the era of “just-in-time”.
• Mastering supply chain coordination mechanisms towards retail outlets and the challenges of collaborative information systems such as EDI.

• Understand the missions and challenges of the sales manager. Determine an effective organization of the sales force.
• Measure and drive results.
• Train, evaluate and motivate the sales force to achieve business objectives.
• Effectively manage human resources within a sales team or a store: recruitment, job interview, employment contract, compliance with collective agreements, CHSCT, break times, working hours and overtime. Management of schedules and absences (leave, sick). Team training. Annual interviews.

Be able to understand the challenges of their employees’ jobs in order to define objectives and anticipate skills needs.

Fundamental principles of procurement processes used by companies. The courses will combine theory and practical applications to illustrate the following key processes and measures: negotiation, procurement process, tendering, supplier selection and management, contract negotiation, quality control, legal and contractual obligations.

What are the challenges of taking over a business? Will be presented business valuation techniques, financing mechanisms for business takeovers, the implementation of business plans and organizational and financial restructuring.

• Understand the Raffarin, Galland, NRE, Dutreil, LME laws on commercial policy and supplier/distributor negotiation margins.
• Develop the general conditions of sale, CPV, commercial cooperation, SRP, and annual contracts with distributors.
• Analyze consumer law, the obligation to provide information, price display, regulated practices, guarantees, after-sales service in distributor/consumer relations.

Decipher the specificities of franchise distribution systems, notably intellectual property rights licenses, trademark licenses and relations between franchisor and franchisee.

• Master the fundamentals of human resources management and recruitment techniques.
• Carry out the selection of candidates and integrate them into the company.
• Integrate recruitment and forward-looking employment management into the HR strategy of the General Management.

• Apply SQL skills to analyze real-world datasets, using complex queries, joins and subqueries.
• Analyze customer data and campaign results to improve marketing strategies, using CRM and marketing automation tools for segmentation, targeting and personalization.

Allow learners to know the expectations of the applied research thesis. Formulate an issue, build a review of the literature, choose the methodology of the study, issue recommendations.

Place the consumer-shopper at the center of all projects, in a retail/industrial partnership Consider the ECR approach as an accelerator of growth and not as an element of negotiation. Establish common evaluation methods and performance indicators. Exchange relevant information. Understand the operational reality of the partner and take it into account.

Understand the importance of consumer insight in marketing and the role that research plays in managerial decision-making. Mastering the different study techniques and their methodology (ad hoc quantitative, ad hoc qualitative, panels) and the specific vocabulary of the study sector. Know the different types of studies according to their purpose (concept test, product or service test…).