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

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

— Continuing training : 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 pursued by the program, blocks of knowledge and skills (BCC) are proposed.

In 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 interest organizations

— Applying a scientific method in the context of public and territorial management

— Preparing/reflecting on one's professional activity and societal 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 in public organizations by implementing public marketing and communication strategies

— Apply a scientific method to conduct marketing studies

— Develop your professional career and your commitment to society by building your expertise in a professional network

Courses are taught on a semester-long basis, in the form of lectures and tutorials.

Master

1Internship 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 professional project and choose between the "Public marketing and communication" field or other public management sectors in which they wish to develop.

Master 2

Work-study program or minimum 4-month internship

The program is organized on a work-study 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 Public Management courses (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 : 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 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, Organizational design and 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 communication campaign, Producing digital content

— Applying scientific method in public and territorial management: Designing public policy: innovation and co-creation, Managing a territory, Design and organizational behavior, Research methods: processing and reporting information, Quantitative and qualitative methodologies. Option 1: Ethics and deontology of the public manager, Option 2: Awareness of research

— Preparing/reflecting on professional activity and societal commitment in a changing world : Research methods: processing and reporting information, English, Supporting students in the professional worldCross-disciplinary courses : Serious Game, Internship or apprenticeship

Master 2 - semesters 3 and 4

— Understanding the marketing and communications environment of public and non-profit organizations: Innovation management, Sustainable development issues and digital solutions, Unlikely seminar

— Managing public policies to change behavior through a marketing approach: Pro-environmental behavior and public marketing, Methodology for diagnosing public marketing and communication strategies, Marketing diagnosis 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, Writing skills for content creation, Communication and media 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 :

— After 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 the IMPGT, or in one of the various Master's programs in Law-Economics-Management

— After both years of the Master's program, students can continue their studies with a Doctorate in Management Sciences.

Career paths :

Sectors: Graduates go on to work for 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, whose clients are public administrations or non-profit organizations.

Target occupations: communications manager, product manager, social media manager, marketing and communications assistant, marketing researcher, project manager, technical writer and advisor, consultant.

Admission is subject to application

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.

Master 2 - on the E-Candidat platformCandidates

who have completed the first year of a Master's degree in Public Management, or who come from 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.

Students who do not have the required level to enter the program may apply for VAP (Validation des Acquis Professionnels).