- Initial training - continuing education
- Work-linked training
Presentation of the training
This Master 2 Public Management, "Attractiveness and New Territorial Marketing" course is part of a logic of professional skills development with the acquisition of the fundamentals and concepts necessary for the implementation of territorial attractiveness and territorial marketing approaches.
This Master's Degree aims to complete a course in law, economics and management with specific training in marketing in the sector of territorial attractiveness.
People who have validated a Master 1 in Law-Economy-Economy-Management, in particular the Master's Degree 1 in Public Management or who have acquired a solid professional experience and who wish to move towards the territorial attractiveness sector by holding positions related to territorial marketing.
Graduates will have acquired the following skills:
- Operational: Acquiring a methodology, territorial marketing tools (diagnosis, brands, ambassadors, etc.)
- Reflexivity: Developing a scientific analysis and questioning practices, producing a thesis applied to territorial marketing with support on research methodology.
- Transversality: Having a transverse vision of the attractiveness and its sectors of activity
- Network: meeting and exchanging with a multidisciplinary network of speakers, experts, academics, during training sessions but also during the Chair's events.
Organization of the training
The training is organized in a work-study rhythm, with 12 weeks of courses (1 week per month), work experience (about 3 weeks per month in the form of an apprenticeship contract, professionalization contract or internship agreement) and exams spread over the academic year, allowing for round trips with the field.
The training followed and the experience acquired through the work-study program are the subject of a dissertation and support in building a professional network.
The courses developed are at the heart of the concerns of territories, local authorities, and businesses in terms of economic development, tourism and event development, attractiveness, competitiveness and social inclusion. During each session, no less than 15 professional (around 120 hours) and/or academic (around 140 hours) experts meet with students/audiences to present and transmit their expertise in territorial marketing and attractiveness.
Content of the training
> SEMESTRES 3 & 4
Les fondamentaux du marketing territorial (6 ECTS)
Introduction à l’attractivité territoriale
Identité et spécificités des territoires
Image des territoires
Transversalité des secteurs du marketing territorial (9 ECTS)
Attract / Invest
Attractivité territoriale et écosystèmes innovants
Rôle des élus dans les démarches d’attractivité
Digital collaboratif et expérientiel (9 ECTS)
Marketing digital : les fondamentaux
CRM - fidélisation client
Gamification des lieux culturels
Smart cities et innovation
Gouvernance et territoires spécifiques du marketing territorial (6 ECTS)
Gouvernance territoriale : les fondamentaux
Marketing et attractivité des territoires à faible densité
Marques et ambassadeurs
Marketing territorial et attractivité des métropoles
Marketing territorial et attractivité à l’échelle départementale
Modèle de gouvernance marketing territorial
Marketing territorial et attractivité régionale
Travaux de fin d’études et thèse professionnelle (30 ECTS)
Méthodologie de mémoire
Suivi de mémoire
Mémoire & soutenance
Further education and job opportunities
Ph.D. in Sciences Management
- Sectors: As the program is cross-cutting, the opportunities are numerous and may concern both public and private sector structures in various fields.
- Targeted occupations: territorial marketing officer, economic development officer, tourism development officer, service manager (attractiveness, tourism, MICE, economic development, etc.), local and territorial development project manager, city contract project manager or manager, director of non-for-profit organizations or parapublic structures (such as CRT, joint association, etc.).
Admission is subject to application and individual interview.
For students in initial training : a Master 1 in Law, Economics, Management, in particular the Master's Degree 1 in Public Management.
For those in continuing education: a Master 1 in law, economics or management, and management experience in the public or semi-public sector.
Students who do not meet the required admission criteria (level of study, training outside the field of law/economics/management) can benefit from validation systems (VAP - VAE).
Partnerships & training highlights
As this Master's Degree is attached to the A&NMT University Chair held by the IMPGT, students benefit from the latter's ecosystem of nearly 35 local authorities and French companies.
Also, students will be invited to participate during their academic year in professional events such as the Cap'Com Forum and the Place Marketing Forum.