Publics concernés & prérequis

Diplômés français ou étrangers, de préférence dans le secteur concerné, provenant d’écoles de commerce, de l’université ou des écoles d’ingénieurs pouvant attester d’un :

  • Niveau bac+4 ou équivalent, soit 240 crédits ECTS

Pour la VAE : Diplômés d’un bac+3 ayant au minimum un an d’expérience professionnelle (hors stage et alternance) dans le secteur concerné.

Objectifs de la formation

The MBA Marketing and Brand Management is designed to offer students insights 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 environment.

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

Les débouchés métiers

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

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Les objectifs en termes de compétences

A l’issue de la formation, l’apprenant doit maîtriser les compétences suivantes:

  • management et stratégie d’entreprise
  • marketing stratégique
  • marketing opérationnel
  • management et développement commercial
  • marketing international
  • marketing digital et e-business
  • environnement juridique lié au marketing et au commerce

Certification professionnelle délivrée et blocs de compétences associés

Ce programme délivre le Titre de « MANAGER MARKETING ET COMMERCIAL » INSCRIT AU RNCP AU NIVEAU 7 SOUS LE CODE 23639.

Arrêté du 6 mai 2015 publié au Journal Officiel du 27 mai 2015 portant enregistrement au répertoire national des certifications professionnelles.
Cette Certification est accessible par la VAE.

Vous pouvez retrouver les blocs de compétences associés à ce titre RNCP sur ce lien.

Cours spécialisés

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.

DIGITAL AND 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; 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 AND 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: understanding 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 AND 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 AND 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.

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.

Les modalités d’évaluation

Les méthodes d’enseignement

Les modalités d’évaluation sont réalisées en face-à-face, sous forme
de contrôle continu, et d’examens de fin d’études.

  • Étude de cas individuelle ou en groupe
  • Mise en situation professionnelle
  • Présentation orale individuelle et/ou en groupe
  • Dossier individuel et/ou en groupe
  • Enseignements et cours interactifs
  • Mises en situation à travers des études de cas collectives ou individuelles réalisées par les étudiants
  • Conférences, séminaires et visites à portée pédagogique
  • Si nécessaire, des cours en distanciels peuvent être assurés

Informations pratiques

Lieu de formation

Campus de Bordeaux

Volume horaire de la formation

459 heures

Rentrées et rythmes d’études

2 rentrées possibles

Rentrée classique (septembre/octobre)

  • Rythme des cours : 3 jours / 2 jours
  • Cours de septembre à février N+1
  • Période à temps plein en entreprise : de mars à août N+1

Rentrée inversée (mars)

  • Rythme des cours : 3 jours / 2 jours
  • Période à temps plein en entreprise : de mars à septembre
  • Cours de septembre à mars N+1

Frais de scolarité 

Les frais de formation peuvent être consultés ici

Contacts

Service des Admissions | admissions.mba.bordeaux@inseec.com
– 05 56 01 81 29
Les autres contacts sont disponibles sur cette page.

Candidature

Les modalités de candidature se trouvent sur cette page.

Poursuivre ses études en situation de handicap

Le groupe INSEEC U. porte une attention toute particulière à l’environnement sociétal dont relève la dimension handicap. En effet, les étudiants en situation de handicap ne devraient pas, à notre sens, rencontrer de problèmes pour poursuivre leurs études et entamer une carrière professionnelle. Nous les accompagnons pour leur faciliter l’accès aux locaux et leur offrir des conseils personnalisés et des aménagements adaptés tout au long de leur parcours scolaire.

Accessibilité : les locaux des MSc & MBA Bordeaux situés au Hangar 18 quai de Bacalan sont adaptés aux normes handicap.

CONTACT : Anne Sophie SCHENKELS , Chargée Alternance & Formation Continue et Référente Handicap INSEEC MSc & MBA Bordeaux.

Nos statistiques (campus de Bordeaux)

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