MBA Marketing Brand Management

Dernière date de mise à jour : 14 mai 2020

Pour connaître les spécificités (cours, prérequis, rythmes d'études, etc.), merci de cliquer ci-dessous sur le campus qui vous intéresse :

ParisBordeauxLyonChambéry

 

Acquire specific skills to perform in brand management positions

This MBA program is designed to offer students insight into different areas of marketing management, including strategic management, branding, digital communication and market research. It is dedicated to students with an international marketing background who want to improve their marketing skills and knowledge of the global environnment.

Students will be eligible for positions such as Global Product Manager and International Brand Manager.

Seminars are led by professionals and are supplemented by actual case studies from leading companies across all sectors.

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

Certification professionnelle délivrée
et blocs de compétences associés

Titre de « MANAGER MARKETING ET COMMERCIAL » de niveau 7 – ancien niveau 1 – inscrit au RNCP (Répertoire National des Certifications Professionnelles) sous le code NSF 23639.Arrêté du 6 mai 2015 publié au Journal Officiel du 27 mai 2015 portant enregistrement au répertoire national des certifications professionnelles
Vous pouvez retrouver les blocs de compétences associés à ce titre RNCP sur ce lien.

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FRAIS DE SCOLARITÉ 2020/2021

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Directeurs
de programme

FABIEN FOURNILLON
Paris

CHACKO PHILIP
Lyon
CELINE STUPFLER
Bordeaux

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.

Exemples de cours

Les cours présentés ci-dessous sont donnés à titre d’exemple. Pour connaître le détail des cours du campus qui vous intéresse, nous vous invitons à consulter la page programme dédiée.

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.

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.

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.

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.

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.

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.

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.

Exemples de parcours professionnels

Découvrez toutes les formations Marketing en M1 à Bac+4 de l'INSEEC


Les débouchés : trouvez votre métier à la sortie de votre formation en Marketing

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