Why choose MSc Trade Marketing, Distribution & Business Development?
Trade Marketing includes all marketing actions carried out or financed by a manufacturer-supplier in “collaboration” with distributors to maintain their competitiveness. Implemented by the sales force, Trade Marketing reflects a desire to act jointly on expense items and business sectors to lower prices, increase sales and improve service to the end customer.
With 3 million employees in France, the sales and distribution sector is a key sector of the economy. Today, sales and marketing functions are those that recruit the most executives (sales team manager, store manager, etc.), in France and abroad.
The objective of this training is to offer a curriculum in line with the needs of the market, in a developing sector. The course is aimed at learners with a marketing and/or business profile, who wish to acquire skills in marketing, management, entrepreneurship and franchising. There are many opportunities for those who want to undertake. All sectors are concerned, personal equipment, home, car service, real estate, travel…
The training aims to train learners in the positions of: category manager, network leader, zone manager, sector leader, store manager, store manager, franchisee, franchise development manager, brand manager, buyer, product manager, merchandiser, sales manager, etc.
Program Objectives
- Define the commercial strategy and propose a relevant offer.
- Develop and implement commercial engineering and customer relationship management.
- Manager of sales teams.
- Drive business performance and manage budgets.
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A diploma in 1 or 2 years to become an expert in the field of management and business development
- 1st year of MSc: 441 hours
- 2nd year of MSc: 441 hours
How to apply for the Master of Science Trade Marketing, Distribution and Business Development from INSEEC?
The prerequisites requested
The conditions for accessing the certification system (excluding VAE) are :
- For entry into the 4th year (MSc1) : hold a level 6 RNCP qualification and/or have validated the equivalent of 180 ECTS in a course equivalent to the field concerned.
- For entry into the 5th year (MSc2) : be a holder of a level 6 RNCP qualification and/or have validated the equivalent of 240 ECTS in a course equivalent to the field concerned.
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Trade Marketing, Distribution & Business Development
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The Courses
The courses listed below are examples only and may vary slightly depending on the campus. The content of the courses is adapted each year to market developments and is updated before the start of each new school year.
1st Year Courses
PROFESSIONAL METHODS AND PRACTICES – 1ST YEAR
BUSINESS ENGLISH
Perfect comprehension and communication techniques in English in a broader context than the field of commercial English. Learners may be required to take the TOEIC depending on the host campus.
SOFTWARE & DECISION SUPPORT TOOLS
This module aims to deepen the skills of learners in computer science to meet the demand of companies for budget or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, team tools, business software. It aims to be efficient on office tools, quickly identify and correct errors, customize existing tools or create your own tools.
BUDGET MANAGEMENT & DASHBOARDS
The aim is to acquire the key skills in terms of budget management and reporting. Particular emphasis will be placed on the budget architecture, with the implementation of summary documents, project management control and its link with budget management, implementation and steering of dashboards.
PROFESSIONAL EXPERIENCE
The Professional Experience Report makes it possible to value the experience and know-how acquired during the internship, by presenting the practical aspects and the processes implemented.
PROFESSIONAL TOOLS & METHODS
This module allows learners to improve their CV and posture through situations (business game, professional simulation, speaking, etc.); practical and professional workshops (CV, professional social networks, coaching, etc.) as well as business and master class conferences.
CORPORATE STRATEGY & BUSINESS PLAN
A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify environmental opportunities and threats is presented.
NÉGOCIATION
Ce séminaire est centré sur une négociation dans un contexte national et international. Il faudra notamment prendre en compte la dimension culturelle et définir son impact dans une négociation internationale. La négociation nationale sera centrée sur le processus de vente au moyen de jeu de rôle.
SPECIALISED COURSES
DISTRIBUTION POLICY
Presentation of the main components of an effective distribution strategy by identifying the different categories of distribution channels. This module helps to understand the factors that influence channel selection, understand the role of intermediaries and their relationships, and identify strategic retail options/alternatives. This also enables the implementation of the retail strategy.
CUSTOMER RELATIONSHIP MANAGEMENT
This module aims to explore in an integrated way the different aspects of CRM, emphasizing its strategic importance for businesses and providing learners with the skills to design and implement successful CRM initiatives.
PURCHASING & LOGISTICS
How to manage operations and supply chain in a global environment supporting marketing and sales that includes sourcing, development, quality, supply chain…
PROJECT MANAGEMENT
Implement an effective management of projects and teams, integrating management techniques and measuring the return on investment. The objectives include the definition and negotiation of key parameters such as costs, quality and deadlines, as well as the organization and management of projects by defining responsibilities and tasks, managing human and financial resources, and implementing data management platforms. The course also teaches project decomposition (WBS, PBS) and resource smoothing to ensure smooth and efficient project execution.
MANAGEMENT & LEADERSHIP
Describe each of the key components of an effective distribution strategy. Identify the different categories of distribution channels and understand the factors that influence channel selection. Understand the role of intermediaries and their relationships (channel conflict…). Identify strategic retail options/alternatives. Implement the retail strategy, evaluate and control. Master the commercial offer and its components. Understand the challenges of manufacturer/retailer relationships.
SALES FORCE MANAGEMENT
Master the techniques of management of one or more departments or points of sale by integrating all the functions of commercial management, animation and commercial implementation. Master sales and purchasing techniques (customer advice, commercial legislation, referencing). Manage the assortment and merchandising of a department. Facilitate and optimize sales. Manage the customer relationship. Establish forecasts. Analyze management indicators and dashboards. Manage inventory. Plan work. Train and develop employees.
COMMERCIAL LAW
Legal approach of the company: positioning of the company in the legal environment; the legal regimes of the various social forms of the company (SARL, SA, SCS, SCA, SAS and SNC). Approach to commercial relations: presentation of the legal regime applicable to commercial acts; classification of contracts; practical approach to training (consent, capacity and purpose of the contract) and performance of the contract; particularities and main clauses of the contract of sale; the general conditions of sale; the principles of responsibility.
DIGITALISATION OF DISTRIBUTION NETWORKS
Develop new points of sales contact with customers (multi-channel). Integrate into the marketing strategy all the different channels in the consumer journey to optimize the consumer experience (cross channel). Connected stores (omnichannel).
RETAIL MARKETING & TRADE MARKETING
Know the development strategies of the various players in food retailing and specialized distribution. Master the technical aspects: Trade promotions, merchandising, sales prices, margins, commercial cooperation budgets. Master the B to B to C chain. Integrate new trends: drive, convenience stores, e-commerce. Strengthen manufacturer/distributor synergy. Know distributor marketing and private label. Master trade marketing (category management, ECR and merchandising): plan, prepare and monitor trade marketing operations. Leverage information from trade marketing actions. Measure radius and promotion performance. Measure ROI. Advocate and implement a relationship marketing approach (loyalty, direct marketing, CRM, etc.) on all channels (points of sale, catalogues, websites, contact centers, etc.).
MERCHANDISING
Master consumer and distributor panels. Integrate the specific needs of customers (in-store purchasing behaviour or product use logic) in order to build lasting loyalty. Category management and cross-channel customer journey (drive and retail). Build more effective action plans in terms of impact on turnover or profit margin, thanks to a more “complete” targeting of consumers (shopper marketing).
RETAIL MANAGEMENT
Distribution strategies for products and services must meet consumer expectations. This module allows you to master both physical and digital distribution strategies and today hybrid with a rise of social commerce. How to best meet the expectations of consumers? How to be present 24/7/7? How to offer a distinctive experience? These questions and more will be answered in this module.
MARKETING IN A DIGITAL WORLD
Explore the impact of the digital world on brands and consumers. Build on the foundations of marketing to succeed in the digital world. Develop strategies to effectively manage brands and digital media. Use data, formats and platforms to target and engage consumers. Analyze tools and methods to optimize results in the digital world.
EXAMINATIONS AND ACCOMPANIMENTS
WRITTEN EXAMS
PROFESSIONAL REPORT DEFENCE
2nd year courses
BUSINESS STRATEGY
MARKETING & SALES STRATEGIES
Understand and integrate a marketing issue, to decline it to an operational level. Know how to define and develop a commercial innovation (format, distribution mode and concept of sign and/ or store), locally or internationally. Analyze the brand components with a view to implementing them at the brand level and the various points of sale.
CORPORATE STRATEGIES AND GOVERNANCE
Le cours propose d’intégrer la démarche stratégique de l’entreprise afin de comprendre et préparer son développement à long terme. Faire un diagnostic global de l’entreprise et de son environnement en sachant apprécier ses capacités à faire face et à s’adapter aux changements, analyser et comprendre les problèmes de structure liés à la mise en œuvre d’un plan stratégique ; décoder l’identité d’une organisation et analyser les composantes de la culture d’une entreprise. Considérer l’entreprise dans son pilotage.
REAL ESTATE OPERATING STRATEGIES
Study real estate exploitation strategies specifically adapted to the field of trade marketing and franchising. Analyze in depth the different models of real estate management to optimize commercial performance. Identify best practices to effectively integrate the real estate dimension into franchise strategies.
PROFESSIONAL TOOLS & METHODS
This module allows learners to improve their CV and posture through situations (business game, professional simulation, speaking, etc.); practical and professional workshops (CV, professional social networks, coaching, etc.) as well as business and master class conferences.
COMMERCIAL ENGINEERING
ACQUISITION & LOYALTY TECHNIQUES
This path allows learners to understand the issues and learn methods to attract, retain and perfect their marketing practices.
DIGITALISATION OF DISTRIBUTION MODELS & NEW PLAYERS
Explore new trends in distribution models, including online sales and direct-to-consumer shipping. Analyze consumer needs and behaviours to better anticipate and respond to them. Optimize sales and address the phenomenon of disintermediation and reintermediation through the integration of new players, such as marketplaces.
FRANCHISOR/FRANCHISE RELATIONSHIPS
Know the different professions of the franchisor: development, animation, organization, legal aspects, marketing, training, administration, finance of the creation of a franchise. To study the mechanisms and implications of relations between franchisors and franchisees. Analyze communication and collaboration strategies in the context of franchising. Explore ways to optimize cooperation and resolve conflicts between the two parties.
DECISION SUPPORT SOFTWARE & TOOLS
This module aims to deepen the skills of learners in computer science to meet the demand of companies for budget or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, team tools, business software. It aims to be efficient on office tools, quickly identify and correct errors, customize existing tools or create your own tools.
PURCHASING & LOGISTICS
Understand the constraints of the retail sector in terms of supply and inventory management. Integrate logistics cost reduction issues in a “just-in-time” time. Master the mechanisms for coordinating the supply chain to retail outlets and the challenges of collaborative information systems such as EDI.
TEAM MANAGEMENT
SALES FORCE MANAGEMENT
Understand the missions and challenges of the sales manager. Determine an effective organization of the sales force. Measure and drive results. Train, evaluate and motivate the sales force to achieve business goals. Effectively manage human resources within a sales team or store: recruitment, job interview, employment contract, compliance with collective agreements, CHSCT, break time, working hours and overtime. Management of schedules and absences (leave, sickness). Training of teams. Annual interviews.
TEAM MANAGEMENT
Be able to understand the challenges of the professions of its employees to define objectives and anticipate skills needs.
NEGOTIATION & SUPPLIER RELATIONS
Fundamental principles of procurement processes used by companies. The courses will combine theory and practical applications to illustrate the following key processes and measures: negotiation, procurement, tendering, supplier selection and management, contract negotiation, quality control, legal and contractual obligations.
TAKE OVER A COMPANY
What are the challenges of business recovery? Will be presented the techniques of business valuation, the financing mechanisms of business takeovers, the realization of business plans and organizational and financial restructuring.
COMMERCIAL MANAGEMENT
LAW OF SALE & CONTRACTS
Understand Raffarin, Galland, NRE, Dutreil, LME laws on trade policy and supplier/distributor trading margins. Develop general terms of sale, CPV, commercial cooperation, SRP, and annual contracts with distributors. Analyze consumer law, information obligation, price display, regulated practices, warranties, after-sales service in distributor/consumer relations.
FRANCHISE LAW
Decipher the specifics of franchise distribution systems, including intellectual property rights licenses, trademark licenses, and franchisor-franchisee relationships.
HR & RECRUITMENT
Master the fundamentals of human resources management and recruitment techniques. Select candidates and integrate them into the company. Integrate recruitment and predictive employment management into the General Management HR strategy.
DATA MARKETING
Apply SQL skills to analyze real-world datasets, using complex queries, joins, and subqueries. Analyze customer data and campaign results to improve marketing strategies, using CRM and marketing automation tools for segmentation, targeting and personalization.
PROJECT MANAGEMENT
APPLIED RESEARCH PAPER
Allow learners to know the expectations of the applied research thesis. Formulate a problem, build a literature review, choose the methodology of the study, issue recommendations.
TRADE MARKETING STRATEGIES
Place the consumer-shopper at the center of all projects, in a brand/ industrial partnership Consider the ECR approach as a growth accelerator and not as an element of negotiation. Establish common evaluation methods and performance indicators. Exchange relevant information. Understand and consider the operational reality of the partner.
CONSUMER BEHAVIOUR
Understand the importance of consumer insight in marketing and the role of studies in managerial decision-making. Master the different study techniques and their methodology (quantitative ad hoc, qualitative ad hoc, panels) and the specific vocabulary of the study sector. Know the different types of studies according to their purpose (concept test, product or service test, etc.).
EXAMINATIONS & ACCOMPANIMENTS
WRITTEN EXAMS
MEMORIAL DEFENCE
2 start dates per year and varying study rhythms
There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions department directly.
The pace of the course may differ from campus to campus and depending on whether the course is carried out under an internship agreement (initial) or a professionalization/apprenticeship contract (continuing).
The work-study contract must be signed for a period of 12 months (MSc 2), 24 months (MSc1 + MSc 2) or 18 months for the staggered start of March (continuation of studies in MSc2).
![](https://www.inseec.com/wp-content/uploads/sites/6/2021/12/Photo-RDD-Lyon-213.jpg?resize=681,1024)
Career opportunities after an MSc Trade Marketing, Distribution & Business Development
- Business Development Manager / Sales Manager / Sales Manager / Sales Director
- Sales engineer / Business engineer / Business manager / Technical sales manager / Business manager
- Sales Manager / Area Manager
The detailed job descriptions can be found here.
Objectives / What are the business skills developed?
Professional certification prepares the following skill sets:
- Define the commercial strategy and propose a relevant offer.
- Develop and implement sales engineering and customer relationship management.
- Managing sales teams.
- Manage the performance of commercial activities and budgets.
À ces blocs de compétences, vient s’ajouter une spécialisation sectorielle :
- Trade Marketing.
Description des modalités d’acquisition de la certification par capitalisation des blocs de compétences et/ou par correspondance
Certification is obtained by:
- Validation of four skill blocks common to all pathways and one specialization block based on the candidate’s pathway (score of 10/20 or higher in each competency block)
- Completion of a final thesis with a score of 10/20 or higher
- Completion of a period of at least 132 days in the second year of the course (MSc 2)
Professional certification of “Business Development Manager” , NSF code 312, delivered by INSEEC (INSEEC EXECUTIVE EDUCATION, CEERA, CEESO, MBA INSTITUTE and CEFAS), registered under the number 34994 in the RNCP (Répertoire National des Certifications Professionnelles) by decision of France Compétences of October 14, 2020.
The validation of the certification is obtained by the capitalization of 4 blocks of competences common to all the courses as well as a block of specialization or professionalization according to the course of the candidate. It is also accessible through the Validation of Acquired Experience.
Find the blocks of competences associated with this RNCP title by clicking here .
What are the teaching methods?
Teaching methods
- Lectures and interactive courses.
- Situational exercises through collective or individual case studies carried out by the students.
- Conferences, seminars and educational visits.
Evaluation methods
- Individual or group case studies.
- Individual and group oral presentations.
- Individual and group files.
Methods and tools
- The evaluation methods are face-to-face, in the form of continuous assessment or final exams in the form of mid-term exams.
What is the 2024/2025 tuition to enter the program?
Initial training:
- Entry into MSc1: €10 650
- Direct entry into MSc2: €12 550
- MSc1 + MSc2: € 23 200
Apprenticeship:
- 24-month training: € 22 500
- Direct entry into MSc2: €12 950
In the context of work-study training, tuition fees are payable by the OPCO and the company signing the contract.
Do you have any questions about work-study or our school in general? Consult our frequently asked questions.
VAE/VAP :
- VAE : 4 200 € HT
- VAP : 850 € HT
International Student Pack: Mandatory fee of €490 for exclusive support services for international students.
What kind of financial aid is available?
INSEEC offers several financial aid schemes:
- The alternating rhythm, in internship or work-study contract.
- The right to training via the CPF.
- Banking partnerships.
KEY FIGURES FOR THE MSc PROGRAMME Trade Marketing, Distribution & BUSINESS DEVELOPMENT
97%
Overall satisfaction with training – Promo 2023
94%
Success rate – Promo 2023
89%
Employability Rate – Promo 2022
82%
CDI rate at 6 months
Disability
Contacts for disability referents by campus:
Bordeaux : Maxime DOUENS – mdouens@inseec.com
Lyon : Anissa GASMI – agasmi@inseec.com
Rennes : Laura LE CALVEZ – llecalvez@omneseducation.com
Paris : Farid HAMAD – fhamad@inseec.com
Chambéry : Clément BERTACCO – cbertacco@inseec.com
Marseille : Océane VALOTTI – ovalotti@omneseducation.com
News
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June 2024
INSEEC hosted the CFNews Grands Prix de la Croissance Externe Sud Ouest for the second year running
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