Master of Science Trade Marketing, Distribution & Business Development

MSc & MBA
Bac +3, Bac +4, Bac +5
Septembre, Février
initial, alternance
Bordeaux, Chambéry
Français
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Des opportunités nombreuses pour les doubles profils Marketing et Commercial

The MSc Trade Marketing, Distribution & Business Development course

“Join the sales department of a large industrial group (Nestlé, Unilever, Pernod Ricard, Danone, Coca-Cola, Philips, Nokia, Apple, etc.) as a Sector Manager, Trade Marketer or Category Manager; move up to a sales position as a National Sales Manager, Key Account Manager, Category Management Manager or join the teams of Operational Product Managers in the marketing departments…

There are many opportunities offered by this new Master of Science, as dual profiles in Marketing and Sales have become rare. The MSc Trade Marketing, Distribution and Business Development allows you to work in depth on sales techniques, commercial negotiation, management and team motivation.

Jean-Marc Peremarti , Program Director

Motivational interview of a student with 2 juries

A diploma in 1 or 2 years to become an expert in the field of management and business development

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.

With 3 million employees in France, the sales and distribution sector is a key sector of the economy. Today, the sales and marketing functions are those that recruit the most executives (sales team manager, store manager, etc.) in France and abroad.

The objective of this training is to offer a curriculum in line with the needs of the market, in a developing sector. The course is aimed at students with a marketing and/or sales profile who wish to acquire skills in marketing, management, entrepreneurship and franchising. There are many opportunities for those who want to be entrepreneurial.

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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

Management de la force de vente

The objective of this module is to master the techniques related to the elaboration of a commercial strategy and the development of a recruitment policy. The notions of management allowing the accompaniment and the supervision of the collaborators will be studied in order to motivate them and to develop an adequate communication strategy. The main challenges for a manager are to achieve team cohesion and improve the performance of his employees while building loyalty.

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.

Stratégies omnicanaux et e-commerce

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

Management de la relation client

Master the management techniques of one or more departments or points of sale by integrating all the functions of commercial management, animation and commercial implementation. Mastering sales and purchasing techniques (customer advice, commercial legislation, referencing). Manage the assortment and merchandising of a department. Animate and optimize sales. Manage customer relations. Forecasting. Analyze management indicators and dashboards. Manage inventory. Plan the work. Train and develop employees

Category management et achats

Mastering consumer and distributor panels.

Integrate the specific needs of customers (buying behaviour in the store or product use logic) in order to build lasting loyalty. Category management and cross-channel customer journey (drive and retail). Build more effective action plans in terms of impact on turnover or profit margin, thanks to a more “complete” targeting of consumers (shopper marketing).

Management et leadership

The objective is to understand the different types of management in order to manage one’s team efficiently. The management takes into account the management of commercial objectives while guaranteeing the motivation of the team and promoting cohesion. The identification of conflict risks within the team through an approach that takes into consideration the types of profiles and expectations of the collaborators is addressed in this module. This course integrates various positive management scenarios and emphasizes the notion of leadership in comparison to that of management.

Marketing de la grande distribution et trade marketing

To know the development strategies of the different players in the food retailing and specialised distribution sectors.

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, convenience stores, E-commerce. Strengthen the manufacturer/distributor synergy.

To know the marketing of the distributor and private label.

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.

Recommend and implement a relationship marketing approach (loyalty, direct marketing, CRM, etc.) on all channels (points of sale, catalogues, websites, contact centres, etc.)

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.

Certification RSE / Praditus

Outils de gestion informatisée

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

Conférences métiers

Presentation of the professions in the sector by professionals.

MARKETING

Trade marketing et category management

Putting the consumer-shopper at the centre of all projects, in a retailer/industry partnership.

Consider the ECR approach as an accelerator of growth and not as a negotiating element.

Establish common evaluation methods and performance indicators.

Exchange relevant information.

Understand the partner’s operational reality and take it into account.

Marketing et stratégies des enseignes de la grande distribution

To know the development strategies of the different actors of the food retailing and specialized distribution. To better understand their organization, their functioning in order to anticipate their expectations.

Master the technical aspects: trade promotions, merchandising, sales prices, margins, commercial cooperation budgets.

Mastering the B to B to C chain or how to satisfy two customers at the same time. Integrate the new situation: the drive, local stores, e-commerce.

Stratégies marketing et commerciales

Understand and integrate a marketing issue, in order to apply it at an operational level.

Knowing how to define and develop a commercial innovation (format, distribution method and store concept), locally or internationally.

Analyze the brand’s components in order to implement them at the level of the brand and the various points of sale.

Études et recherches marketing

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

Master the different research techniques and their methodology (ad hoc quantitative, ad hoc qualitative, panels) and the specific vocabulary of the research sector.

Knowing the different types of research according to their purpose (concept test, product or service test, advertising campaign assessment, customer satisfaction, image study, behavioural study, strategic studies such as segmentation, targeting, shopper studies, U&A study…).

Panels et études commerciales

To train students in the use and interpretation of quantitative data from retailer and consumer panels for strategic (marketing plan, sales forecasting) and operational (marketing/sales action and monitoring its effectiveness) purposes.

Merchandising

Know the different types of merchandising. Knowing how to analyse consumer behaviour as the keystone of merchandising.

Knowing how to carry out a quantitative analysis of a department: optimization, value, layout logic, assortment.

Know the implications of the euro on merchandising.

DITRIBUTION AND NETWORK ANIMATION

Stratégie immobilière et distribution

Implementation study.

Real estate prospecting and negotiation, commercial leases.

Real estate operation of shopping centres.

Real estate issues in franchising.

  

Développement et animation d’un réseau

Launch of a sign.

Commercial follow-up of the stores.

Management of brand/point of sale relations.

Control of the respect of the commercial policy and the specifications.

Organisation des réseaux de distribution

Presentation of the different structures of integrated or independent networks: franchising, management-letting, selective distribution, concession, etc.

Decode the identity of an organization and analyze the contractual mechanisms structuring the group.

Choice of the network according to the strategic objectives of the company. Role of central purchasing bodies.

Organisation et développement d’un réseau de franchise

Presentation of the different structures of integrated or independent networks: franchising, management-letting, selective distribution, concession, etc.

Decode the identity of an organization and analyze the contractual mechanisms structuring the group.

Choice of the network according to the strategic objectives of the company. Role of central purchasing bodies.

Business plan appliqué à la distribution

Describe and quantify a business creation project.

Usefulness, stakes and methodology of the Business Plan.

Adopt a written, adequate and structured presentation to present your project to banks, investors, or network heads.

SALES AND BUSINESS DEVELOPMENT

Techniques de vente et négociation

Learn negotiation and sales techniques.

Respond to objections.

Understand your customer’s purchasing policy and motivations.

Deciphering verbal and non-verbal communication.

Establish long-term relational trust.

Prepare your prospecting and loyalty meetings.

Stratégies des grands comptes

Having a customer-centric approach; the psychological aspect of a buying decision; role-playing and simulation; identifying appropriate behaviours at each stage of the buying cycle; the use of appropriate tools and behaviours to follow up a strategy.

Politiques et stratégies commerciales

To know the commercial organization and its functioning in the large industrial groups.

Develop a sales strategy and set targets per customer.

Implement the marketing strategy and sales action plans in the field.

Droit de la vente et des contrats 

Supplier/distributor relations: understanding the impact of the Raffarin, Galland, NRE, Dutreil laws and circulars and the LME on commercial policy, negotiation margins and commercial relations.

Since the Royer Act of 1973, the legislator has intervened to regulate relations between industry and commerce, to make them more transparent, to defend free competition and to moralize commercial relations.

Elaborate the general sales conditions, the CPV (Specific Sales Conditions), the commercial cooperation, SRP (profit and loss threshold), and write the annual contracts with the distributors.

Distributor/consumer relations: consumer law, information obligation, price display, regulated practices (sales with a premium, promotions, sales, liquidation, comparative advertising) and prohibited practices. Guarantees and after-sales service.

MANAGEMENT

Contrôle de gestion appliqué à la distribution

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.

Management de la force de vente

Understand the missions and challenges of the sales manager.

Determine an effective sales force organization.

Measure and monitor results. Train, evaluate and motivate the sales force to achieve business objectives.

To effectively manage human resources within a sales team or a store: recruitment, job interviews, employment contracts, compliance with collective agreements, CHSCT, break times, working hours and overtime.

Management of schedules and absences (leave, illness).

Training of teams. Annual interviews.

Stratégies achats et logistique

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”.

Master the coordination of the supply chain to retail outlets and the challenges of collaborative information systems such as EDI.


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 departmentdirectly.

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 on a work-study program as part of her training in trade marketing

Career opportunities after an MSc 2 Trade Marketing, Distribution & Business Development

  • Category Manager
  • Area Manager
  • Area Manager
  • Store Manager
  • Store Manager
  • Franchise
  • Franchise Development Manager
  • Store Manager
  • Buyer
  • Product Manager
  • Merchandiser
  • Head of Sales

The detailed job descriptions can be found here.

What business skills are developed?

  • Define the commercial strategy and propose a relevant offer
  • Develop and implement sales engineering and customer relationship management
  • Managing sales teams
  • Manage the performance of commercial activities and budgets

This program delivers the title of ” Business Development Manager ” Level 7 – Form n° 34994.

The certification is obtained by capitalisation of all the blocks of skills.

For more details, please consult the online repository: https: //www.certificationprofessionnelle.fr/recherche/rncp/34994

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: 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 for the MSc Trade Marketing, Distribution & Business Development course

80%

Overall satisfaction with the course – Class of 2019

95%

Success Rate – Class of 2019

100%

Employability Rate – Class of 2019

100%

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 10 May 2022