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Master's degree Public Marketing and Communication - year 2

  • Initial training - continuing education
  • Aix-en-Provence
  • Standard rhythm
  • Eduniversal Ranking: 4th

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’s Degree 1 in Public Management and who wish to move towards public administrations (public administrative establishments, local authorities),non-profit organizations such as charity organizations, agencies, professional organizations, cultural structures, or more broadly, communication and public marketing consultancy agencies operating in this sector and whose clients are public administrations or non-market organizations.

  • Skills

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

    • produce studies and analyze marketing data (identify target audiences or to be targeted by their action in marketing/communication),
    • manage the marketing approach of the transversal attractiveness sectors of territorial marketing (identify the method, strategy and operational tools to be implemented to carry out their communication/marketing actions,
    • monitor the quality of public services and general interest behavior (analyze the needs or behavior of target groups in their diversity and know how to propose actions to meet or guide them)
    • produce, disseminate and analyze a public communication strategy and its digital declination (analyze the needs of their institution or of the agency's client institution, propose actions to meet them
    • prepare oneself to enter the workplace
  • Organization of the training

    Students will follow 288 hours of classroom teaching (S3: 186 hrs. / S4: 102 hrs.).

    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. It can be carried out alternately 2 days a week from November, or full time from April. The minimum duration of the internship is 4 months and is the subject of a dissertation.

    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:

    Producing studies and analyzing marketing data (9 ECTS)
    Produce, disseminate and analyze a public communication strategy and its digital version (9 ECTS)
    Digital communication
    Communication and Media Law
    Managing the marketing approach of the transverse sectors of attractiveness of territorial marketing (12 ECTS)
    Trending sectors, territorial marketing and place branding
    Tourism and MICE

    Semester 4:

    Managing the quality of public services and general interest behavior (6 ECTS)
    Quality of public services
    Social Marketing
    Preparing to enter the workplace (24 ECTS)
    Project Management
    Building a professional network
    Dissertation and internship

  • Further education and job opportunities

    Further education :
    Ph.D. in Sciences Management

    Opportunities :

    • Sectors: Graduates move towards public administrations (public administrative establishments, local authorities), non-market institutions such as non-for-profit organizations, agencies, professional organizations, 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 organizations.
    • 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's Degree 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)