MASTER in public management - Public marketing and communications (1st and 2nd year)

• Initial training: with a Bachelor's degree, mainly in management, economics or law, or a degree equivalent to a Bachelor's degree.

• Continuing education Professionals in equivalent positions in the public or private sector, in line with the professional development or consolidation project proposed by this program.

In line with the objectives of the training program, blocks of knowledge and skills (BCC) are offered.

Master 1:

• Understanding the environment of public and non-profit organizations
• Managing public policies in a context of societal transition
• Managing in public, non-profit and community organizations
• Apply a scientific method to public and territorial management
• Prepare/reflect on professional activity and social commitment in a changing world
  

In Master 2 :

• Understand the marketing and communication environment of public and non-profit organizations
• Manage public policies to change behavior through a marketing approach
• Manage public organizations by implementing public marketing and communication strategies
• Building a professional network, Public ethics and deontology, Professional thesis and methodological support
• Applying the scientific method to marketing research
• Develop your professional career and your commitment to society by building your expertise within a professional network

Courses are taught every six months, in the form of lectures and tutorials.

> Master 1

Work-study or compulsory 2-month internship

In the first semester, students follow a core curriculum focusing on the skills essential to future managers. In the second semester, a system of options (by block) enables students to define their career plans and move towards the "Public marketing and communication" field, or towards other public management sectors in which they wish to develop.

> Master 2

Work-study or 4-month internship

The program is organized on a sandwich course basis, with 14 weeks of classes at the Aix-en-Provence - Saporta site (1 week per month), allowing students to spend time in the field. Students can opt for a minimum 4-month internship, apprenticeship or continuing education.

Lecturers use interactive and immersive teaching methods, including lectures, case studies, role-playing and real-life projects.

Students benefit from support in building a professional network, and carry out tutored group projects that meet the expectations of an external professional sponsor in a real-life situation. They can also take part in industry events such as the Place Marketing Forum organized by the IMPGT's Attractiveness and New Territorial Marketing Chair.

Course content for the 2024-2025 academic year (indicative - subject to change)

Master 1 - semesters 1 and 2

Courses shared with the 8 Master's courses in Public Management (except MESS)

• Understanding the environment of public and non-market organizations: Conceptual and theoretical foundations: French public institutions and the main principles of public management, Administrative law for the public manager, Economic mechanisms and policies, Societal issues and public policies: cross-disciplinary approaches, European institutions and governance, Public policies and systems: sectoral approaches, Opening lectures and workshops.
• Managing public policies in a context of societal transition: Societal issues and public policies: cross-disciplinary approaches, Designing public policies: innovation and co-creation, Managing a territory, Public policies and systems: sectoral approaches, Managing and evaluating a public policy.
• Managing in public, non-market and public-interest organizations: Conceptual and theoretical foundations: French public institutions and the main principles of public management, Design and organizational behavior, Project management (tools and methods), Leadership and team management, Managing the performance of public organizations. Specialties in managerial functions MCP: Marketing approaches to public policy: social marketing and storytelling, Designing and managing a public communications campaign, Producing digital content.
• Applying a scientific method to public and territorial management: Public policy design: innovation and co-creation, Territorial management, Design and organizational behavior, Research methods: information processing and retrieval, Quantitative and qualitative methodologies. Option 1: Ethics and deontology of the public manager, Option 2: Research awareness
• Preparing/reflecting on professional activity and social commitment in a changing world : Research methods: processing and reporting information, English, Supporting students in the professional world.

Cross-disciplinary courses: Serious Game, Internship or apprenticeship

Master 2 - semesters 3 and 4

• Understanding the marketing and communication environment of public and non-profit organizations: Innovation management, Sustainable development issues and digital solutions, Unlikely seminar
• Manage public policies to change behavior through a marketing approach: Pro-environmental behavior and public marketing, Diagnostic methodology for public marketing and communication strategies, Diagnostic marketing of a territory.
• Managing in public organizations by implementing public marketing and communication strategies: Strategic management of public brands, Lobbying and influence strategy, Crisis communication, Editorial skills for content creation, Media and communication law, Building a public marketing and communication strategy to meet societal challenges.
• Develop your professional career and your commitment to society by building your expertise in a professional network: Building a professional network, Public ethics and deontology, Professional thesis and methodological support

Further study :

• At the end of the 1st year of the Master's program: students can continue their studies in the 2nd year of the Public Management Master's program in Public Marketing and Communication, or in one of the 8 other Master's programs offered at IMPGT, or in one of the other Master's programs in Law-Economics-Management.
• At the end of the two-year Master's program: students can continue their studies with a PhD in Management Sciences.

Career opportunities :

• Sectors: Graduates move into public administrations (public administrative establishments, local authorities), non-market institutions such as associations, agencies, professional organizations and cultural structures. They will also be attracted to communications and public marketing consultancies working in this sector and whose clients are public administrations or non-profit organizations.

• Target professions: communications manager, product manager, social media manager, marketing and communications assistant, marketing research manager, project manager, technical writer and advisor, consultant.

Admission is subject to application.
French language level required and recommended: C1 - C2

• Master 1 - on the Mon Master platform
  Candidates with a Bachelor's degree, mainly in management, economics or law, or with a degree equivalent to a Bachelor's degree. Applicants from political or social sciences or other backgrounds are also considered, provided they can demonstrate a good academic level and a clear motivation to change direction. A refresher MOOC is available for students who do not come from specialized management or public sector backgrounds.

• Master 2 - on the E-Candidat platform
  Candidates who have completed the first year of a Master's degree in Public Management, or who have completed other university courses (law, economics, management), or who hold equivalent positions in the public or private sector, in line with the professional development or consolidation project proposed by this program.

VAP (Validation des Acquis Professionnels) is available for students who do not have the required level to enter the program.