MBA Marketing & Brand Management 100% Anglais

Le jeu d’entreprise s’effectue à l’aide d’un simulateur de gestion. Des groupes d’étudiants ont la responsabilité de gérer une entreprise en temps réel. Toutes les grandes fonctions de l’entreprise sont abordées. Les étudiants prendront des décisions dans le but de maximiser la rentabilité de l’entreprise.

• Rédaction de CV, techniques d’entretien de recrutement pour la recherche de stage, management de projet professionnel, management d’équipe et conduite de réunion.
• Techniques de négociation, analyse transactionnelle et PNL, prise de parole et gestion du trac, techniques de management et leadership (PRADITUS).
• Bilan de compétences, coaching, digitalisation du CV et techniques de recherche d’emploi au niveau national et international, préparation à la soutenance du mémoire de recherche appliqué.

Présentation des métiers du secteur par des professionnels.

L’objectif est d’acquérir les compétences clés en termes de gestion budgétaire et de reporting. L’accent sera notamment mis sur l’architecture budgétaire, avec la mise en œuvre des documents de synthèse, le contrôle de gestion des projets et son lien avec la gestion budgétaire, la réalisation et le pilotage des tableaux de bord.

Ce module a pour objectif d’apprendre la réalisation d’un Business Plan ou plan d’affaires : Conception de projet chiffré de création ou de développement d’entreprise.

Plusieurs étapes sont abordées : étude de faisabilité, ciblage des marchés, opportunités et risques, forces et faiblesses, communication, plan de financement et rentabilité.

Une méthodologie précise d’analyse des besoins des clients, de la structure des marchés et de la dynamique des concurrents pour identifier les opportunités et les menaces de l’environnement, est présentée.

Ce séminaire est centré sur une négociation dans un contexte national et international.

Il faudra notamment prendre en compte la dimension culturelle et définir son impact dans une négociation internationale. La négociation nationale sera centrée sur le processus de vente au moyen de jeu de rôle.

Parfaire les techniques de compréhension et de communication en langue anglaise dans un contexte plus étendu que le domaine de l’anglais commercial. Les étudiants ont l’obligation de passer le TOEIC.

Ce module a pour objectif l’approfondissement des compétences des étudiants en informatique pour répondre à la demande des entreprises en matière de suivi budgétaire ou commercial, de management de projet, de gestion du personnel et de communication : Excel, Word, Powerpoint, outils de travail en équipe, logiciels métiers.

Il vise à être performant sur les outils bureautiques, identifier et corriger rapidement les erreurs, personnaliser les outils existants ou créer ses propres outils.

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.

This course aims to illustrate the existing links between economics and marketing (maslow/schwartz/rokeach/murray). The following fundamental concepts in btoc marketing will be presented: purchasing patterns; the role of key players; segmentation; analysing the supply; studying the demand; cultural behavior patterns; company response and strategy.

Based on a case-study approach, this course will review classic and web-based marketing strategies, focusing on the international challenges facing today’s global corporations. Students will study – among other approaches – some or all of the following strategic models: blue ocean strategy; megatrends and the emergence of metamarkets; market specialty as differentiation; customer-led business.

À travers des études de cas, ce module a pour objectif de maîtriser les outils propres au marketing et à la communication sur internet, en abordant principalement : • – les dernières tendances du e-commerce (m-commerce/f-commerce…).

• l’intégration du web 2.0 aux stratégies marketing.
• la présentation et maîtrise des outils du web analytics.
• l’élaboration d’une stratégie marketing et commerciale sur les différents médias sociaux.

An introduction to the terminology, basics and initial concepts of international trade. This course provides the students with tools enabling them to think strategically in a global environment.

This seminar explores the role of international business and politics and their impact on global current events. From china to the middle east, and from the united states to europe, this course embraces such key factors as oil, terrorism, religion, demographics and ecology.

By using various examples of leading international groups (lvmh, ppr…), this seminar introduces brand portfolio extensions: premium brand positioning and the marketing and communication strategies involved: new product introductions; pricing strategies; consumer perception; brand equity. This course will also explain the effect that such extensions have on a brand and the financial impact on the group.

An initial perspective on management tools such as market
Research, demand forecasting, crm and consumer tracking
Techniques, and how these are used in the luxury business.

An overview of existing and new communications tools such as web marketing and social media, and their application to traditional luxury brands. How to manage new techniques in this fast-moving area.

Logiciels (Excel, Word, VBA, logiciels professionnels). 

Présentation des métiers du secteur par des professionnels. 

Business is growing faster and more complex. International managers need a framework in order to develop clear and effective strategies in the area of marketing, management, operations, finance and human resources strategies.

Topics include financial planning and budgeting; cost controls; mergers and acquisitions strategy; brand equity and return on capital employed; and, corporate planning and the business cycle.

The objective of the course consists in allowing students to understand and deal with main legal issues which will necessarily occur in their future career in the field of brand marketing and management. The course will thus focus on the main principles applicable to brands’ activities, but also on the way to develop and protect a brand within any market.

Le marché des hautes technologies. Comment innover et adapter les produits à la demande des consommateurs.

Topics include developing an international strategic plan; brand portfolio planning in international groups; growth strategies in mature and emerging markets; managing international distribution partnerships; and the role of the independent family-owned business.

This course investigates the dynamics of human behavior and how it relates to decision-making. It concentrates on the most important factors that influence the consumer’s decision-making process. These include, at the individual level, motivation, personality traits and the self-concept, values and lifestyles, as well as psychological processes at the social and cultural level. These include group membership, social classes and subcultures.

This course presents the basic theory, tools and actual examples of techniques used in market research. How research can be used to help make informed strategy as well as marketing decisions to help create opportunities and solve real business problems. How to introduce products into different geographic areas is also discussed.

Discover alternative marketing strategies to traditional advertising (undercover marketing /stealth marketing) understand applications and kpi. Case usage for brands build undercover marketing plan.

Topics include understanding the role of brands, the concept of brand equity and the advantages of creating strong brands; exploring the brand equity concept; identify and establish an effective brand positioning; use the customer based brand equity framework; examining main ways of building brand equity with a specific emphasis on brand elements and new perspectives on marketing; grasp branding strategies; and conduct a brand audit project in an international context.

Topics include understanding consumer and organizational purchasing behavior; market segmentation; market share, distribution systems; marketing mix and development of marketing strategies; strategic aspects of the marketing function including channels of distribution, retail improvement, pricing; and new product launching.
Discover and understand the specificities of marketing management in different business areas: b2b, services, hospitality, non profit organizations. Develop marketing and brand management skills and carry out a marketing planning process in various sectors in an international context.

Topics include: consumer behavior as the keystone to brand strategy; quantitative analysis relating to product placement; optimization, value, reasons to set up, product range; and, software tools for merchandising.

Topics include examining communication strategies and consumer targeting; luxury advertising and public relations programs; sponsorship and celebrity endorsement strategies; and, managing international exclusivity and brand image.

Topics include sales promotion and advertisement; advertising decisions; and, an overview of all the methods used by marketing communication professionals. Case studies.

This course provides an overview of e-marketing, with a major focus on the world wide web and multimedia. It evaluates evolving marketing techniques and promotional technologies, and finds ways to integrate them into an effective communication strategy.
Furthermore, emerging media channels are analyzed to predict future trends.
Team projects in class emphasize current trends and propose an outlook into the new marketing landscape.

The course approaches its subject matter from a relational viewpoint.
That is, it emphasizes learning more about customers ‘needs and behaviors in order to develop stronger relationships with them, using technology and integrating information about consumers, sales, marketing, responsiveness, and luxury market trends.
Students will learn how to use crm technology to gain insight into customers and understand the critical value customers possess.
On completing the course, they will understand the importance of using crm software to create, track, and manage partnerships, contracts, and agreements; and to monitor distribution management.

The course concentrates on aspects of brand management in the luxury domain including the marketing mix, pricing policies and the analysis of product offer including brand extensions and co-branded products. The role of design and innovation will also be examined as well as the special techniques required for launching a new luxury product. Students will learn to apply the principles of luxury product development to a sector of their choice.

Topics include: how innovation is transforming bespoke tourism; success strategies, trends and developments; insights into the business of private jets, personalized itineraries and signature destinations.

Topics include: understand the principles which govern marketing activities in global environment; managing creativity and innovation; existing and emerging markets for fashion goods; and, international market entry, product launches, marketing strategies and promotions in fashion sector.

This course introduces product life cycles and new product development: developing line extensions; visual merchandising and promotional materials; brand identity and visual design in packaging development; and, tasting sessions, field trips and visits by leading chefs.

Topics include attaining deeper knowledge in a real world event management situations and the five stages of event management (research, design, planning, coordination, and evaluation);
Understanding how to manage time and human resources effectively;
Having insight into hiring vendors, caterers, sound and light technicians; entertainment, and other resources;
Learning how to conduct an event site inspection; being knowledgeable about risk-management procedures and tactics;
Learning about the requirements for necessary contracts, permits, and licenses, and how to meet these requirements and understand budgeting, pricing, and accounting as they relate to event design.
Students will also study: understanding sports industry, players and opportunities; designing and controlling events logistics; providing hospitality at events; negotiations and contracts; and event marketing.