Program Objectives

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.

At a glance

Program operated by

logo-inseec-msc-mba

Initial, continuous or work-study training

0
year
Duration

Full English

in Paris, Bordeaux and Chambery

Intakes in October & February

Accessible after a 4-year post-secondary degree

0
months of internship
Core Courses

Consumer Psychology and Persuasion Strategies

Current trends in consumer behaviour; how to target communication.

Marketing Research & Studies

Types of studies: surveys, qualitative studies, explanatory studies, predictive and causal, descriptive studies, panels. Collecting and organizing data; recording devices; drafting market research studies. Tests and post-tests; panorama of studies.

Management Control Applied to Marketing & Communication

Budget management: creation and management of commercial budgets.
Analysis of gaps associated with commercial responsibility: monitoring state margin; turnover.
Business costs management: statistical analysis and reorientation.
Study of product profitability: direct costing simple, evolved, margin.

International Marketing

Understand the principles which govern marketing activities in a global environment.
Marketing strategies.
International market entry.
Promotions; product launches.
Designing an international marketing business plan.
Case analysis.

Business Management & Strategy

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

Merchandising

Types of merchandising.
Quantitative analysis of a department: optimization, value, layout logics, assortment.
Consumer behavior as a cornerstone of merchandising.
Impact 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.

Marketing & Distribution Networks

The major players in distribution.
Understanding economic, cultural and legal factors and their impact on distribution.
Distributor Brands.

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.
Integrating an e-business strategy – when to do it, when not to.
Market players. E-commerce and SMEs.
Development of pay-per-call.
Logistics and distribution.

Specialized Courses

Brand Management

Understanding brands and brand equity.
Building brands and developing strategic brand advantages.
Brand extension, consolidation, co-branding.
Financial evaluation and consumer-oriented measures of brand equity.

Psycho-sociology, Communication Semiotics and Brand Semiology

Deciphering the signs and logic of brand discourse and identity produced by the company.
Analysis of rituals, myths, collective imagination.
Analysis of linguistic, symbolic and visual codes.

Marketing & Sales Strategies

The need for a thorough understanding of consumer behavior.
Understanding a marketing or sales situation and making the best decisions based on available choices.
New product launches.
Product manager position.
Trends in consumption to define the best marketing target.

Operational Marketing & 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.

Communication and Brand

From marketing strategy to communication strategy.
The brand, the main purpose of communication.
Choosing, creating, producing and testing a communication campaign.

Marketing and Media

Trends and developments in the mainstream media.
International media. Media profiles and consumer expectations.

Design Strategies

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

Trademark Law

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

Program Structure

This MBA Marketing & Brand Management allows students to alternate business studies with professional experience:

Intake in October:

From October to March: work-study rhythm

Students follow a 6-month semester of academic coursework alternated with internship (3 days in class and 2 days of internship per week). An exam session is planned at the end of this semester (in March).

From April to September: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.

Intake in February:

From February to July: work-study rhythm

Students follow a 6-month semester of academic coursework alternated with internship (3 days in class and 2 days of internship per week). An exam session is planned at the end of this semester (in July).

From August to January: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.