- Understand and use increasingly specialised marketing intelligence tools in an environment that is undergoing profound changes (due to factors such as societal trends and the digital revolution).
- Use the results of market research to develop your strategic thinking, make appropriate marketing decisions and assess the effectiveness of measures already taken.
- Acquire the professional expertise needed to hit the ground running in a retail marketing role.
The programme is structured in 4 modules that make students experts in retail marketing. It also features a number of projects and simulation exercises.
PROJECTSMarket research project
Carry out a comprehensive quantitative market research study based on a brief set by one of our partner companies. Present the final report to the head of marketing research and School professors to inform the company’s future managerial decisions. “Real-life” studies have already been carried out for Kinder, Aquafresh, Savane, Nivea Men, Yves Rocher, Pringles, BN, etc.
Students work together to resolve a real-life CRM problem facing a consumer goods brand and define or improve its customer relationship strategy. Plan CRM initiatives based on a multimedia or multi-channel approach and implement a customer relationship programme. Projects have previously been developed for brands such as Evian, Côte d’Or, Cajoline, Nestlé Bébé and Darty.
SIMULATION EXERCISESProduct Manager
Solve a real-life marketing problem. Draw up recommendations on ranges, product launches and management, positioning, target consumers, pricing, distribution and communication. Present your proposed action plan to the company’s head of marketing. This seminar is led by United Biscuits’ Senior Brand Manager for Northern Europe.Markstrat Online simulation game
Develop and implement marketing strategies for products aimed at two different markets. Make strategic and operational marketing decisions to increase the profitability of the marketing department.
The thesis is an action plan for which students apply the concepts and tools they have learned during the course by addressing a specific business challenge and proposing practical measures to tackle it. Students will receive individual supervision from an academic tutor while writing up their thesis.
PROFESSIONAL WORK EXPERIENCE
In line with the course objectives, students acquire work experience throughout the course through vocational training contracts, fixed-term or permanent employment contracts or internship agreements.