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Master's degree Public Marketing and Communication - year 2

  • Initial training - continuing education
  • Aix-en-Provence
  • Work-linked training
  • Eduniversal Ranking: 3rd

Presentation of the training

This Master 2 Public Management, "Public Marketing and Communication" course aims to acquire the knowledge and skills required to become a specialist in the public sector and an expert in marketing and communication.

This Master's degree therefore aims to complete a course in law, economics and management with specific training in marketing and communication applied to the non-market sector. The courses should therefore enable students to acquire a management culture in the field of marketing and communication in non-market institutions, but also to deepen their knowledge of certain specific themes, sectoral problems or professional techniques.

  • Target audience

    Individuals who have validated a Master 1 in Law-Economy-Economy-Management, in particular the Master 1 Public Management and who wish to move towards public administrations (public administrative establishments, local authorities), non-market institutions such as associations, agencies, professional organisations, cultural structures, or more broadly, communication and public marketing consultancy agencies operating in this sector and whose clients are public administrations or non-market organisations.

  • Skills

    Graduates will have acquired six skills that will enable them to :

    • Design marketing research, collect and analyse qualitative and quantitative data,

    • Understand end-user behaviour and adapt communication to audiences,

    • Produce, disseminate and manage a public communication strategy with a focus on the creation of digital content,

    • Produce and manage a public marketing strategy with a focus on public brand management and sector specificities,

    • Managing innovative projects from the creation to the promotion of new service offers to address public policy issues 

    • To enter the labour market through the development of expertise in the framework of a professional thesis, and the building of a professional network.

  • Organization of the training

    Students will follow 458 hours of classroom teaching (S3: 210h / S4: 248h).

    The lecturers encourage learning with interactive and immersive teaching methods: lectures, case studies, role-playing, role-playing with real-life projects.

    The internship is compulsory. Open to apprenticeship, the Master's programme is organised on a sandwich basis with one week of classes per month, i.e. 14 weeks of training over the academic year. 

    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 situation.

    In an operational logic, courses on the production of computer, video and Internet supports are given directly in the computer room with dedicated workstations and software.

  • Content of the training

    Semester 3:

    Produce studies and analyse marketing data (9 ECTS)
    Analysis of qualitative data
    Analysis of quantitative data
    Adapting communication to audiences (9 ECTS)
    Big DATA & Consumer behaviour
    Social marketing and communication
    Story-telling
    The art of rhetoric: theories and practices
    Producing, disseminating and managing a public communication strategy (12 ECTS)
    Producing digital content
    Communication and community management
    Communication and media law
    Managing the performance of digital communication campaigns

    Semester 4:

    Producing and managing a public marketing strategy (6 ECTS)
    Strategic management of public brands
    Sector specificities of marketing approaches
    Sustainable marketing
    Project Management (12 ECTS)
    Lobbying and influence strategy
    Innovation and Design thinking
    Hack Lab' project
    Entering a profession (12 ECTS)
    Public ethics and deontology
    Building a professional network
    Professional thesis

  • Further education and job opportunities

    Further education :
    Ph.D. in Management Sciences

    Opportunities :

    • Sectors : Graduates move towards public administrations (public administrative establishments, local authorities), non-market institutions such as associations, agencies, professional organisations, cultural structures. They also turn to communication and public marketing consulting agencies operating in this sector and whose clients are public administrations or non-market organisations.
    • Targeted occupations: communication manager, product manager, social media manager, marketing and communication assistant, marketing research manager, project manager, technical writer and consultant.

     

  • Admission requirements

    Admission is subject to application.

    For students in initial training: a Master 1 in Public Management, Economics/Management, Public Administration, Public Policy, Political Science, or Public Law.

    For those in continuing education: a Master 1 in Law, Economics, or Management, and management experience in the public or parapublic sector.

  • Partnerships & training highlights

    Students will be invited to participate during their academic year in professional events such as the Cap'Com Forum and the Place Marketing Forum.

Contacts

Pedagogical managers :

Photo du contact
Christophe Alaux
Dean IMPGT & ANMT Chair
University Professor | Academic Director of Master's degree programs : Attractiveness and New Place Marketing Year 2 / Public Marketing and Communication Year 2
Photo du contact
Sarah Serval
Deputy Director of the A&NMT Chair
Lecturer | Academic Director of Master's degree programs : Attractiveness and New Place Marketing Year 2 / Public Marketing and Communication Year 2

Schooling Service :

Sandrine FOURNIER
Sandrine Fournier
Master's degree program Registrar : MESS (Year 1-2) | MAP, DMPCT, MCP (Year 2)