CURRICULUM

Objectives :

• Understand and use the latest tools in marketing intelligence when facing the recent changes in the business environment: societal trends, the digital era, new technologies…
• Use survey/study results to construct strategic reflection, make appropriate marketing decisions and evaluate the effectiveness of actions taken.
• Acquire the necessary professional knowledge to be functional and effective in the sector of consumer products.

The programme is structured in 4 modules that make students experts in retail marketing. It also features a number of projects and simulation exercises.

MODULES

PROJECTS

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, Zen'sect, 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, Du Pareil au Même, Darty, Nestlé Bébé, Leroy Merlin, HSBC, Fnac, Amazon...

SIMULATION EXERCISES

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’ Managers France and Belgium.

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.

PROFESSIONAL THESIS

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.