Master in Communication & Brand Management

Most of graduates work as: Account Manager in advertising agency, Advertising Manager, Strategic Planner, Media Planner, Research Officer, Advertising Manager in advertiseur, Head of Operational Marketing, Press Officer...

International Advertising

This course involves three main areas of study:
- Major trends in international marketing communications.
- The international advertising environment and its global players (advertisers, investors, agency networks, the media, regulatory and consumer organizations).
- International advertising strategies, levels of standardization/adaptation in a disparate but fast-converging global context.
 

Brand Strategies

Consolidation and evaluation of brand equity.
Control of the relationship between brands and consumers.
Brand building.
Strategic approach.
Synthesis and derivatives.
 

Sponsorship and patronage

Social, fiscal and legal responsibility of firms in sponsorship and patronage.
The objectives of a sponsorship policy internally.
Environmental communication.
Practical applications.
 

Buzz Marketing

Viral marketing, street marketing and alternative marketing, buzz marketing tools.
 

Crisis Management and Communication

Identify and study all the vectors inherent and extrinsic to the company that could trigger a crisis. Learning to control the communication media at a sensitive time.
Establish an effective and efficient organization to manage and overcome the crisis.
Develop an optimal crisis communication strategy.
 

E-advertising

Internet as a media, retail space, advertising support and relationship marketing tool.
Define the role of Internet in the communication strategy.
Develop a communication operation on the Internet, define the target (s) and objectives, choose the communication tools, set the action plan.
Design strategic and tactical elements of an operation: identity, personalization, message signature.
Control the interactive communication: SEO, content management, measuring tools.
 

Press Relations and Public Relations

Understanding the strategic approach and practice of PR.
Knowledge about the different stakeholders and professions in PR.
Assessing press relations and major trends.
 

Media Planning and Understanding the Media

Knowing how to create an efficient, economic media plan through detailed knowledge of various different media.
 

Methodology of Agency Recommendation

Knowing how to decipher and reply to a brief.
Essential elements of agency recommendation.
Simulation and case studies.
 

Students are trained for many positions, both in strategic and operational marketing, such as: Product Manager, Account Manager in advertising agency, Market Research Manager, Semiologist, Consultant, Brand Manager...

International Marketing

Understand the principles which govern marketing activities in a global environment.
Marketing strategies.
International market entry.
Promotions.
Product launches.
Design a basic international marketing business plan.
Case analysis.
 

Business Management and Strategy

Analyze and understand the structural problems related to the implementation of a strategic plan.
Make a comprehensive diagnosis of the company and its environment, appreciating his ability to cope and adapt to change.
Learn the strategic approach to understand and prepare the long-term development of the company.
Decode the identity of an organization and analyze the components of the culture of a company.
 

Merchandising

Types of merchandising.
Quantitative analysis of a department: optimization, value, layout logics, assortment.
Consumer behavior as a cornerstone of merchandising.
Implications of the euro on merchandising.
 

Launching and Managing New Products

Know the basis of the missions of the head of product, in management and new product launches.
 

Consumer Psychology and Persuasion Strategies

Know all the current trends of consumption to define the best target marketing.
 

Marketing of Distribution Networks

The major players in the distribution.
Understand the different economic, cultural and legal changes of the distribution.
Distributor Brands.
 

Marketing and Sales Strategies

Thorough understanding of consumer behavior.
Understand a marketing or sales situation and make the most pertinent decisions based on the available choices.
Launch of new product.
Product manager Position.
Know all the trends in consumption to define the best marketing target.
 

Operational Marketing and Loyalty Techniques

Strategies, tools and techniques of direct marketing.
Strategies for consumer loyalty and new tools.
Key factors of a direct marketing operation.
POS, price reductions, testing, sampling, games / contests, setting up a promotional campaign.
Mailings, ISA, phoning, call centers.
 

E-commerce

E-commerce and export strategies.
Business strategies and geographical deployment of e-market places.
Sales strategies and techniques on the Internet.
Pricing strategies and online payment, secure payment.
Study of the opportunity to integrate an e-business strategy in the company.
Market actors.
E-commerce and SMEs.
Development of pay-per-call.
Logistics and distribution.
 

Communication and Brand

From marketing strategy to communication strategy.
The brand, the main purpose of the communication.
Create, choose a campaign.
Produce and test a campaign.
Work in communication.
 

Marketing and Media

Trends and developments in the mainstream media.
International media.
Profiles and consumer expectations in terms of media.
 

Design Strategies

Branding.
Design and packaging.
Visual identity and logo (Photoshop / Illustrator).
Star Design.
Commercial architecture, POP.
Industrial design.
 

Brand Management

Understand the brand logic to position it clearly and make it effective.
 

Trademark Law

Brand and protection.
Infringement of the brand rights.
Advertising and regulation.
Counterfeit, evidence of counterfeit.
Comparative advertising.
Impact of the Evin law on trademark law.
Copyright.