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.
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
Program
Select a program
Master 1
Brand communication strategies
8 creditsIdentity, positioning, reputation and image
8 credits40h
Methodology
Product and brand management strategies
18 creditsCorporate strategy / CSR
39hManaging in complex situations
1 credits9hCSR basics
15hSatisfaction: concepts, methods and indicators
27hBusiness plan in services marketing
1 creditsResponsible HR management
1 creditsConsumer law
4 credits
Digital strategy for brands
4 creditsDigital transformation
4 credits
Product and brand management strategies
3 creditsConsumer behaviour
3 credits27hQualitative research methodology
3h
Visual communication and brand design
1 creditsBrand communication strategies
13 creditsDigital strategy for brands
5 creditsMethodology
8 creditsOptional
Master 2
Brands and products international management
7 creditsInnovation and brand content
6 creditsInnovation strategies, brand equity and CSR
2 credits18hInnovation and design thinking
2 credits18hBusiness ethics
24hInbound marketing and loyalty
2 credits21hInnovation launch
3h
CSR-SRM communication strategies
5 creditsCrisis communication
4 creditsResponsible brand advertising
8 creditsCreativity and efficiency
12hStrategic planning and media planning
1 credits6hAdvertising creation
3 credits12hSemiological analysis
2 credits16hAdvertiser and agency relations, briefs
6hProduct placement
3hAdvertising media
6hAdvertising regulations
4hTrademark law and advertising communications
2 credits12h
Methodology for internship, thesis and defense
4h
Admission
Conditions of access
Consult the conditions of access to this training on the following link.
How to register
Please see the Registration/Conditions of Access page for details.
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