Economics - Management

Management and Communication of Products and Brands (MCPM)

  • ECTS

    120 credits

  • Duration

    1 or 2 years

  • Training structure

    Montpellier Management

  • Language(s) of instruction

    French

Presentation

The Master's degree in Product and Brand Management and Communication (MCPM) trains future management and communication professionals. 

The course focuses on current corporate concerns: ethics, Corporate Social Responsibility (CSR) and Brand Social Responsibility (BSR), as well as new digital techniques.

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  • 100% (admitted / number of students with grade > 7)

    Success rate

Objectives

The Master's program enables students to acquire a wide range of skills:

  • Identify and solve problems of identity, notoriety, positioning, image or reputation of the company and its brands and products.
  • Developing brand equity
  • Design communication strategies that highlight the company's identity, CSR and CSR, and brand positioning
  • Develop coherent communication plans: visual identity, advertising, public and press relations, events, sponsorship, trade shows, website, social networks, e-reputation, community management, search engine optimization, visual and graphic design.
  • Mastering problematization and decision-making in a crisis context
  • Manage a communications project, particularly around CSR and digital transformation
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Organization

Open in alternation

Master 1 and Master 2 can be completed on a sandwich course basis.

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Internships, tutored projects

Find out more about the M1 internship on this page.

Find out all you need to know about M2 internships on this page.

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Program

Select a program

  • Brand communication strategies

    8 credits
    • Identity, positioning, reputation and image

      8 credits40h
  • Methodology

    • Methodology of the internship search

      3h
    • Mind mapping

      6h
    • Time management

      6h
  • Product and brand management strategies

    18 credits
    • Corporate strategy / CSR

      39h
    • Managing in complex situations

      1 credits9h
    • CSR basics

      15h
    • Satisfaction: concepts, methods and indicators

      27h
    • Business plan in services marketing

      1 credits
    • Responsible HR management

      1 credits
    • Consumer law

      4 credits
  • Digital strategy for brands

    4 credits
    • Digital transformation

      4 credits
  • Product and brand management strategies

    3 credits
    • Consumer behaviour

      3 credits27h
    • Qualitative research methodology

      3h
  • Visual communication and brand design

    1 credits
    • Vector graphics (Adobe Illustrator)

      6h
    • Creation of e-mailings and newsletters (Mailchimp)

      3h
    • Visual design software (Adobe Photoshop & InDesign)

      12h
    • Video creation software (Canva, Youtube Studio)

      3h
    • Creation of online events and webinars

      2h
    • Visual identity

      4h
  • Brand communication strategies

    13 credits
    • CSR and MSR, public relations, press relations

      3h
    • Communication strategies and plan

      9 credits40h
    • Project management in communications

      1 credits9h
    • Communication and culture in international business

      3 credits27h
    • Events, sponsorship

      5h
  • Digital strategy for brands

    5 credits
    • Creation and management of websites

      2 credits27h
    • Community management: FB, Instagram, Youtube algorithms

      3h
    • Communication on social networks and monitoring

      3 credits27h
    • WordPress software

      6h
  • Methodology

    8 credits
    • Internship and thesis

      8 credits
    • Research methodology for internships and dissertations

      5h
    • M1 MCPM Tutored project

    • Job and internship search tools (LinkedIn profile, job...)

      9h
    • Mind Mapping

      3h
  • Optional

    • Spanish S2

      18h
    • German S2

      15h
    • Pre-memoir research

      • Referencing

      • Creation and management of websites

    • Optional sport

  • Brands and products international management

    7 credits
    • International marketing of brands and products

      6h
    • International standards and quality management

      2 credits18h
    • International media relations

      3 credits22h
    • Product launch marketing and communication plan in Europe

      6h
  • Innovation and brand content

    6 credits
    • Innovation strategies, brand equity and CSR

      2 credits18h
    • Innovation and design thinking

      2 credits18h
    • Business ethics

      24h
    • Inbound marketing and loyalty

      2 credits21h
    • Innovation launch

      3h
  • CSR-SRM communication strategies

    5 credits
    • Corporate social responsibility communications

      2 credits14h
    • CSR and responsible brands

      2 credits8h
    • Corporate and financial communications

      4h
    • Public relations strategies and briefs

      1 credits4h
    • Ambassador program and executive coaching

      2h
    • MSR and stakeholder relations

      4h
    • Employer branding

      4h
  • Crisis communication

    4 credits
    • Support and resistance to change

      1 credits6h
    • Influence strategies and contracts

      3h
    • Crisis, public affairs and lobbying

      3 credits12h
    • Crisis and internal communication

      6h
    • Conflict management

      6h
    • Stress management

      3h
    • Media crises and media training

      3h
  • Responsible brand advertising

    8 credits
    • Creativity and efficiency

      12h
    • Strategic planning and media planning

      1 credits6h
    • Advertising creation

      3 credits12h
    • Semiological analysis

      2 credits16h
    • Advertiser and agency relations, briefs

      6h
    • Product placement

      3h
    • Advertising media

      6h
    • Advertising regulations

      4h
    • Trademark law and advertising communications

      2 credits12h
  • Methodology for internship, thesis and defense

    4h
  • Internship and thesis

    30 credits
  • M2 MCPM Internship

  • M2 MCPM Tutored project

Admission

Conditions of access

Consult the conditions of access to this training on the following link.

 

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How to register

Please see the Registration/Conditions of Access page for details.

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And then

Professional integration

  • Internal and/or external communication manager
  • Brand & Product manager
  • Brand Manager
  • Strategic Planner
  • CSR and RSM Manager
  • Project Manager
  • Community Manager
  • Digital Communication Manager
  • Referencing manager
  • Social networks and e-reputation manager
  • Advertising Manager
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