Executive Specialized Master in Marketing & Communication

Programme Features   

- Approximately 374 hours of classroom contact and teaching
- A professional dissertation based on a personal project directly related to the participant’s professional situation and linked to a professional issue.

Course Length

The course lasts 15 calendar months running from September to December of the following year. Classes take place twice monthly all day Friday and on a Saturday morning in Paris. There are also two week-long seminars, one of which takes place abroad.

Course structure

Marketing Induction Seminar

This seminar will:

• Remind students of Basics in Marketing. Students will also be reflecting on key issues affecting Marketing and Corporate Strategies
• Enable students of the Master’s to get to know each other
• Enable students to meet with alumni

Self-Management and Negotiation

In order to develop self-confidence and efficiency, this training puts students into situations which help them know and manage themselves better.

Strategic Marketing Simulation Game

Within a team, students will be at the head of a company’s marketing department. The objective of this simulation is to make the company grow by developing and operating the most appropriate marketing strategies.

Marketing Research

Course Objectives:

• Understanding the role of marketing research when designing marketing strategies and policies
• Learning how to use marketing research tools
• Training students in results analysis and interpretation

Brand Management

Brands have become a key element in Marketing. This course presents all the major brand theories and examples of strategies of famous brands.

Product Management

Course Objectives:

• Understanding the job of a Product Manager from a Marketing point of view
• Identifying and analysing the major components affecting product performance
• Mastering the analysis of a competition situation, designing marketing strategy and marketing plan

Consumer Behaviour

Marketing involves the knowledge of consumer needs, wants and desires. To fully understand consumers, it is fundamental to have a precise knowledge about the latest developments in Human Sciences in order to know how individuals are influenced by their personality traits, social recognition or culture in their purchasing decisions.

Introduction to Strategy

Course objectives:

• Giving the essential tools for strategy
• Training to strategy analysis
• Understanding the logic behind strategic decisions
• Identifying links between strategic decisions and corporate functions

Innovation and Product Launch

Companies are constantly innovating, but in many cases, new products are not succeeding. This course presents the methods and the different stages needed to conceive and launch new products.

Marketing Performance

This course aims to present current methods and techniques needed to evaluate the efficiency of marketing operations:

• Specificity of Marketing Control
• Marketing Plan and Budget
• Developing corporate control systems
• Workshop based on a company’s case; conception of a commercial board

Distribution

Distribution is a crucial link between consumers and producers. This course shows students how to choose, develop and organise a distribution network. It also enables them to understand corporate name marketing and strategic diagnosis.

B2B Marketing

Utilizing case studies based on diverse industrial sectors (from aeronautics to construction and energy), this module presents the characteristics of marketing strategies for products and/or services targeting companies.

International Marketing

With today’s global economy, the domestic market is usually too small to sustain and grow a company; because of this, companies need to have a broader approach – international or at least European. Throughout this course, students will gain an understanding of internationalisation strategies and their consequences on the marketing mix.

Service Marketing

This course teaches students how to discover and put into practice cutting-edge conceptual and professional techniques related to managing service activities. It also encourages the reflection upon service activities, which are a pre-requisite for the success of future entrepreneurs, managers and investors in the service sector.

Communication, Sales Promotion, and Direct Marketing

Direct Marketing and Sales Promotion are part of the first two expenditure centers of communications. This course presents the different techniques and strategies developped by producers and distributors.

Public Relations, Corporate and Financial Communication

This course is organized around conferences with professionals, agencies and advertisers.

Publicity, Media-Planning, and Advertising creation

Developing advertising strategies, preparing a brief, writing a copy strategy. All of these elements are present in today’s advertising agencies and will be covered in the course. Later on, students will learn how to evaluate creative executions, analyze a copy strategy and implement the techniques of media-planning. The course is completed by a competition between agencies. Formed by different teams, each agency will have to present their strategic advertising recommendations. The best one winning the pitch.

Law of Marketing and Communication

Different themes will be presented during this course, including branding rights, misleading advertising, sales promotion rights, direct marketing rights and consumer rights.

Euromarketing seminar

A 5 day seminar in London and Brussels to make students aware of European best practices. Is there a European market? How to communicate to Italians and Germans ? …

Media Week

For the duration of one week, experts in media will present the characteristics of the five major media: press, TV, radio, poster and cinema. Students and professionals will then discuss key figures, different career opportunities, media-planning, media stakes and future trends.

Business Presentation

An effective manager knows how to present their case and convince others of its merit. The objectives of the ‘Business Presentation’ course are to:

• Improve written presentation skills (content, structure, slide presentation, etc)
• Improve oral presentation skills (time and space management, animation, inflection, etc)