Les cours peuvent différer selon les campus. Pour plus d'information, veuillez contacter le campus qui vous intéresse Paris, Bordeaux, Lyon, Chambéry.

Acquire specific skills to perform in brand management positions

This MBA program is designed to help students gain real added value in a market where it is necessary to distinguish and prepares them for many strategic or operational positions within advertisers, or advertising and media agencies.

The classes and projects will provide students with the opportunity to improve their English language skills in the classroom and in the vibrant city of London, one of the advertising centers of the world.

This program delivers a title of Trade and Marketing Manager, certified level I by the CNCP.

Ce programme délivre le titre MANAGER MARKETING ET COMMERCIAL INSCRIT AU RNCP AU NIVEAU 1 SOUS LE CODE NSF 312N, ARRÊTÉ DU 6 MAI 2015 PUBLIÉ AU JOURNAL OFFICIEL LE 27 MAI 2015. Cette certification est accessible par la VAE.

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Directeurs de programme :

CHACKO PHILIP
Lyon

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CELINE STUPFLER
Bordeaux

PATRICK TAFFIGNON
Paris

According to Jeff Bezos, founder and CEO of Amazon.com,

“your brand is what other people say about you when you’re not in the room.”

Branding is not just about the logo, it embodies the personality of the business, it speaks volumes about who you are, where you are going, and why people should love you. It is about personal connections and human emotions.

The objective of the MBA in Marketing & Brand Management is to deliver a bar raiser program in different key sectors and industries with highly dedicated international speakers, for individuals looking for an international career in Brand Management.

Cours

Management

INTERNATIONAL STRATEGIC MANAGEMENT

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.

FINANCIAL MANAGEMENT AND STRATEGIC PLANNING

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.

Brand Management

LEADING BRAND AND COMPANY STRATEGIES

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.

CONSUMER BEHAVIOR

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.

MARKET RESEARCH

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.

BRAND MANAGEMENT

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.

INTERNATIONAL MARKETING

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.

MERCHANDISING

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.

PACKAGING DESIGN

Topics include Brand Strategy; Visual Identity; Design and packaging; Industrial Design, Sales and, Marketing Architecture.

Digital & Communication

COMMUNICATION STRATEGIES IN A GLOBAL ENVIRONMENT

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.

INTERNATIONAL ADVERTISING

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

DIGITAL MARKETING

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.

CRM & CLIENT DATABASE MANAGEMENT

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.

Key Sectors

MANAGEMENT OF LUXURY PRODUCTS AND BRANDS

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.

TRAVEL AND TOURISM MARKETING

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.

INTERNATIONAL FASHION MARKETING

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.

FOOD & WINE MARKETING

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.

EVENT & SPORT MARKETING

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.

Projets, Stages et Parcours Professionnels