Bac+1 - Marketing and Communication
- Description
- Curriculum
- Reviews
The Marketing and Communication course aims to train students to develop effective strategies for promoting products, services, or brands in the market. It combines the creative aspects of marketing with modern communication tools, while relying on a thorough analysis of consumer behavior and market trends.
- Course content: Fundamentals of marketing: Introduction to basic concepts such as market research, segmentation, positioning, and the marketing mix (4Ps: Product, Price, Place, Promotion).
- Communication strategies: Development of integrated communication plans (advertising, public relations, digital marketing), and use of traditional and digital channels to reach target audiences.
- Branding and brand management: Understanding the creation and management of a strong brand image, as well as customer loyalty through brand identity.
- Digital marketing and social media: Learning online marketing techniques, including SEO, SEM, email marketing, social media influence, and data analysis to optimize campaigns.
- Consumer behavior: The study of psychological, social, and cultural factors that influence consumer purchasing decisions, and emerging trends in global markets.
- Creation of advertising campaigns: Development of innovative advertising campaigns, from creative design to execution, including measuring their impact. Public relations and crisis management:
- Understanding how to manage the image of a company or brand, and learning how to react effectively to media crises.
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1
Introduction to Marketing -
2
Introduction to Institutional Communication
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3
Introduction to Intrapersonal and Interpersonal Communication
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4
Marketing tools
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5
The marketing mix
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6
The customer: marketing target
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7
Social media and online reputation management
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8
Fundamental marketing
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9
Structure and operation of a market
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10
Market research
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11
Design and implementation of a means of communication
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12
Communication service providers
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13
Matrices
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14
Business and Marketing Planning
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15
Structure and operation of a market
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16
CLOUD
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17
e-business
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18
Use appropriate media
Chapter 1: Understanding the current media ecosystem
Sub-chapter 1.1: The evolution of the media landscape
Sub-chapter 1.2: The different types of media and their characteristics
Sub-chapter 1.3: Consumer behavior towards the media
Chapter 2: Strategies for Selecting Appropriate Media
Sub-chapter 2.1: Analysis of communication objectives
Sub-chapter 2.2: In-depth study of targets
Sub-chapter 2.3: Media Selection Criteria
Chapter 3: Implementation and optimization of an integrated media strategy
Sub-chapter 3.1: Developing an optimal media mix
Sub-chapter 3.2: Performance Measurement and Analysis
Sub-chapter 3.3: Trends and innovations in media use
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19
Managerial, crisis, and institutional communication
Chapter 1: Foundations of Managerial Communication
Subchapter 1.1: Theories and Models of Business Communication
Sub-chapter 1.2: Leadership Styles and Communication
Sub-chapter 1.3: Tools and techniques of managerial communication
Chapter 2: Crisis Communication Management
Sub-chapter 2.1: Anticipation and preparation for the crisis
Sub-chapter 2.2: Communication Strategies During a Crisis
Sub-chapter 2.3: Post-crisis communication and lessons learned
Chapter 3: Institutional and Strategic Communication
Sub-chapter 3.1: Developing an institutional communication strategy
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20
Communication challenges and techniques
Chapter 1: Theoretical Foundations of Communication
Subchapter 1.1: Communication Theories
Sub-chapter 1.2: Psychology of Communication
Sub-chapter 1.3: Sociology of Communication
Chapter 2: Advanced Communication Strategies and Techniques
Sub-chapter 2.1: Crisis Communication
Sub-chapter 2.2: Digital communication and social networks
Sub-chapter 2.3: Corporate communication and branding
Chapter 3: Contemporary and future challenges of communication
Sub-chapter 3.1: Ethics and responsibility in communication
Sub-chapter 3.2: Emerging Communication Technologies
Sub-chapter 3.3: Globalization and International Communication
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21
Ability to synthesize information
Chapter 1: Fundamentals of Information Synthesis
Sub-chapter 1.1: Definition and objectives of synthesis
Sub-chapter 1.2: Key skills for effective synthesis
Subchapter 1.3: Preliminary steps to synthesis
Chapter 2: Methodology for Information Synthesis
Sub-chapter 2.1: Information Analysis and Processing
Sub-chapter 2.2: Organization and structuring of the synthesis
Sub-chapter 2.3: Writing the summary
Chapter 3: Practical Applications and Improvement
Sub-chapter 3.1: Synthesis in different professional contexts
Subchapter 3.2: Tools and technologies for information synthesis
Sub-chapter 3.3: Evaluation and continuous improvement of synthesis skills
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22
Organizing an online sales website
Chapter 1: Fundamentals and Strategy of E-commerce
Subchapter 1.1: Introduction to e-commerce
Sub-chapter 1.2: Market analysis and positioning
Sub-chapter 1.3: Developing the e-commerce strategy
Chapter 2: Design and development of the e-commerce website
Sub-chapter 2.1: Site Architecture and Design
Sub-chapter 2.2: Essential Features
Sub-chapter 2.3: Technical Optimization
Chapter 3: Digital Marketing and Communication
Sub-chapter 3.1: Content Strategy and SEO
Sub-chapter 3.2: Traffic Acquisition
Sub-chapter 3.3: Customer Loyalty and Conversion
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23
Digital marketing and media
Chapter 1: Foundations of Digital Marketing
Sub-chapter 1.1: The Evolution of Marketing in the Digital Age
Subchapter 1.2: Online Consumer Behavior
Sub-chapter 1.3: Digital Marketing Strategy
Chapter 2: Digital Marketing Channels and Tactics
Sub-chapter 2.1: Search Engine Marketing (SEM)
Sub-chapter 2.2: Social Media Marketing
Sub-chapter 2.3: Content Marketing and Inbound Marketing
Chapter 3: Emerging Technologies and Innovation in Marketing
digital
Sub-chapter 3.1: Artificial Intelligence and Machine Learning in Marketing
Sub-chapter 3.2: Augmented Reality (AR) and Virtual Reality (VR) in Marketing
Sub-chapter 3.3: Marketing in the platform economy and the Internet of Things (IoT)
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24
Implement monitoring
Chapter 1: Introduction to the
strategic monitoring
Sub-chapter 1.1: Definition and challenges of monitoring
Sub-chapter 1.2: The actors and tools of intelligence gathering
Sub-chapter 1.3: The stages of the monitoring process
Chapter 2: Setting up a
effective monitoring strategy
Sub-chapter 2.1: Defining objectives and needs
Sub-chapter 2.2: Identifying Sources
information
Sub-chapter 2.3: Design of the monitoring system
Chapter 3: Collection Techniques
and data analysis
Subchapter 3.1: Advanced Search Methods
Subchapter 3.2: Processing and analysis of
information
Sub-chapter 3.3: Interpretation and production of insights
Chapter 4: Dissemination and
exploitation of the results of the
day before
Sub-chapter 4.1: Organization of the distribution
Sub-chapter 4.2: Integrating monitoring into decision-making
decision
Sub-chapter 4.3: Animation and awareness-raising
monitoring culture
Chapter 5: Ethical and
legal matters from the previous day
Subchapter 5.1: Legal framework for monitoring
Sub-chapter 5.2: Ethics and responsibility in the
monitoring practice
Subchapter 5.3: Information Security
Chapter 6: Evaluation and
process optimization
day before
Sub-chapter 6.1: Performance indicators of the
day before
Sub-chapter 6.2: Auditing and Continuous Improvement
Sub-chapter 6.3: Adapting to changes
technological and methodological
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25
Set up teams in project mode
Chapter 1: Foundations of project management and team building
Subchapter 1.1: Introduction to Project Management
Sub-chapter 1.2: Analysis of human resource needs for a project
Sub-chapter 1.3: Building the project team
Chapter 2: Organization and dynamics of the project team
Sub-chapter 2.1: Structuring the project team
Sub-chapter 2.2: Developing team cohesion
Sub-chapter 2.3: Conflict Management and Problem Resolution
Chapter 3: Project Team Management and Performance
Sub-chapter 3.1: Team Motivation and Commitment
Sub-chapter 3.2: Monitoring and evaluating team performance
Sub-chapter 3.3: Skills Development and Talent Management
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26
Analyze the trends
Chapter 1: Foundations of Analysis
marketing trends
Subchapter 1.1: Definition and importance of trends
in marketing
Sub-chapter 1.2: Methodologies for identifying
trends
Sub-chapter 1.3: Data sources for the analysis of
trends
Chapter 2: Advanced Analysis of
marketing data
Sub-chapter 2.1: Descriptive analysis techniques
Sub-chapter 2.2: Predictive analytics methods
Sub-chapter 2.3: Prescriptive analysis for optimization
marketing
Chapter 3: Emerging Trends
in digital marketing
Subchapter 3.1: Artificial Intelligence and Marketing
Sub-chapter 3.2: Conversational and Voice Marketing
Sub-chapter 3.3: Augmented and virtual reality in
marketing
Chapter 4: Trend Analysis
social and behavioral
Sub-chapter 4.1: Generational Marketing
Sub-chapter 4.2: Consumption Trends
responsible
Sub-chapter 4.3: The Experience and Sharing Economy
Chapter 5: Implementation and evaluation of strategies based on
trends
Sub-chapter 5.1: Integrating insights into marketing strategy
Sub-chapter 5.2: Agile Implementation of Marketing Strategies
Sub-chapter 5.3: Performance Measurement and ROI of Trend Initiatives
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27
Define the segmentation elements
Chapter 1: Foundations of the
marketing segmentation
Sub-chapter 1.1: Definition and importance of the
segmentation
Sub-chapter 1.2: Historical evolution of segmentation
Sub-chapter 1.3: Segmentation Process
Chapter 2: Criteria for
advanced segmentation
Sub-chapter 2.1: Demographic segmentation and
socioeconomic
Subchapter 2.2: Psychographic Segmentation
Sub-chapter 2.3: Behavioral Segmentation
Chapter 3: Advanced Techniques of
data collection and analysis
Sub-chapter 3.1: Data sources for the
segmentation
Subchapter 3.2: Statistical Methods of
segmentation
Subchapter 3.3: Artificial Intelligence Technologies
for segmentation
Chapter 4: Targeting Strategies and
positioning
Sub-chapter 4.1: Evaluation and selection of segments
targets
Sub-chapter 4.2: Positioning Development
Sub-chapter 4.3: Personalization and customization
Chapter 5: Implementation and optimization of segmentation
Sub-chapter 5.1: Integrating segmentation into marketing strategy
Sub-chapter 5.2: Measuring the performance of segmentation
Sub-chapter 5.3: Challenges and ethical considerations
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28
The PAC M
Chapter 1:
Foundations and
importance of the PAC
Subchapter 1.1: Definition and
role of the PAC
Subchapter 1.2: Analysis of
the business environment
Sub-chapter 1.3: Alignment
of the PAC with the global strategy
of the company
Chapter 2:
Development of the PAC
Subchapter 2.1: Definition of
business objectives
Subchapter 2.2: Identification
commercial actions
Subchapter 2.3: Allocation
resources
Chapter 3: Implementation
Work and monitoring of the PAC
Sub-chapter 3.1: Deployment
operational PAC
Sub-chapter 3.2: Tools of
piloting and control
Subchapter 3.3: Evaluation and
continuous optimization
Chapter 4: Digital Integration
in the PAC
Sub-chapter 4.1: Omnichannel Strategy
Sub-chapter 4.2: Digital Marketing and PAC
Sub-chapter 4.3: Using customer data
Chapter 5: Case studies and implementation
situation
Sub-chapter 5.1: Business Case Studies
Sub-chapter 5.2: Simulation of the creation of a PAC
Sub-chapter 5.3: Final Project
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29
Product strategy and positioning
Chapter 1: Foundations
1.1: Definition and importance of product strategy
1.2: Understanding product positioning
1.3: Interaction between product strategy and
positioning
Chapter 2: Market Analysis
2.1: Advanced Market Analysis Techniques
2.2: In-depth market segmentation
2.3: Analysis of consumer behavior
Chapter 3: Development
strategic
3.1: Product life cycle and associated strategies
3.2: Innovation and development of new products
3.3: Product range and line strategies
Chapter 4: Development of the
positioning
4.1: Positioning Development Process
4.2: Advanced Differentiation Techniques
4.3: Positioning mapping and perceptual analysis
Chapter 5: Implementation
5.1: Alignment of the marketing mix with positioning
5.2: Communication Strategies for Positioning
5.3: Brand Image and Positioning Management
Chapter 6: Evaluation and
optimization
6.1: Metrics and KPIs for performance evaluation
6.2: Continuous adjustment and optimization
6.3: Case studies and best practices
