Master of Science in Communication, Influence Marketing & Press Relations

• Improve your English comprehension and communication skills in a business context.

The aim is to acquire key skills in budget management and reporting. Particular emphasis will be placed on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and management of dashboards.

The aim of this module is to enhance learners’ IT skills to meet the needs of companies in terms of budgeting, sales, project management, personnel management and communication: Excel, Word, Powerpoint, teamwork tools, business software. The aim is to get the most out of office automation tools, quickly identify and correct errors, customize existing tools or create your own.

• Introduction to the fundamentals of interaction with generative artificial intelligences such as ChatGPT, DALL-E and other LLM models.
• Learn how to write and optimize effective prompts to exploit the full potential of these tools in a variety of contexts, such as content creation, productivity and automation.
• This module also looks at the ethical issues, limits and biases of AI, with a view to promoting responsible use.
• Through practical exercises and case studies, this course provides a solid foundation for deepening skills in generative artificial intelligence.

This module enables learners to improve their CVs and posture through role-playing exercises (business games, professional simulation, public speaking, etc.); practical and professionalizing workshops (CVs, professional social networks, coaching, etc.) as well as professional conferences and master classes.

This module develops the concepts and practice of business strategy. The elements of a business plan are covered, enabling you to project yourself in the creation of a new company.

• Define and implement a digital communications strategy to optimize interactions between different channels (advertising, blogging, advertgaming, social networks, content sharing, etc.).
• Implement value-generating digital solutions integrated into global communications.

• Influence strategy is a powerful lever for brands and organizations.
• It involves identifying and mobilizing influential individuals to promote a product, service, idea or cause to their community.
• These influencers, through their credibility, notoriety and commitment, are capable of arousing interest, changing perceptions and triggering action among their audience.
• Influence strategy relies on various levers such as content marketing, public relations, events and social networks.
• It requires rigorous planning, careful selection of influencers, quality content creation and constant evaluation of results.

• The “Communication & Media” course trains experts to navigate in a constantly evolving media environment.
• This course focuses on practical applications and ethical issues.
• Students acquire skills in data analysis, automatic natural language processing, machine learning and data visualization, while developing an in-depth understanding of communication and media theories.
• They are prepared for careers in the media, advertising, marketing and public relations.

• Content creation is at the heart of any effective communications strategy.
• This course explores the different forms of content (text, image, video, audio), their specific features and uses.
• It covers the key stages in content creation: defining objectives, identifying the target, designing the message, creating and distributing content, and evaluating results.
• Learners will see how to master the techniques of writing, storytelling and content production, as well as how to use the tools and platforms adapted to each format.
• They will also be made aware of the challenges of ethics and responsibility in content creation.

• Communication law is a set of legal rules that govern all communication activities, whether press, audiovisual, advertising or social networks.
• The aim of this course is to give learners the knowledge they need to understand and apply these rules, in order to exercise their profession as a communicator in complete legality.
• It covers issues such as freedom of expression, copyright, privacy, editorial liability, defamation, unfair competition and transparency.
• Learners will also be made aware of the ethical and deontological challenges of communication.

• Event communication is a powerful tool for creating memorable experiences and strengthening ties with audiences.
• This course explores the various stages of event design and implementation: defining objectives, identifying the target, creating the concept, logistical planning, communication and evaluation.
• They will learn to master the techniques of project management, content creation, press relations and event marketing.
• They will also learn about the safety, environmental and ethical issues involved in organizing events.

Strategic planning is a process that enables an organization to define its objectives, identify its resources and develop an action plan to achieve them. It is a proactive and systematic approach that takes into account the organization’s internal and external environment.

• Introduction to advertising design.
• Understanding the constraints of the various participants in the graphics chain.
• Learn the fundamentals of Photoshop and Illustrator to produce advertising content.
• Application to real-life projects and case studies.

• This course will explore public relations (PR) and its interaction with the media.
• It covers strategies for building and maintaining positive relationships with journalists, influencers and other media players.
• Learners will practice writing effective press releases, organizing media events, managing interviews and anticipating crises.
• They will also learn about the ethical and deontological challenges of PR, as well as how practices are changing with the rise of social media.

• Understand all communication actions within a company, aimed at employees, to increase the exchange of information and promote corporate culture.

• Digital strategy and CRM are two key elements in optimizing a company’s online presence and improving customer relations.
• This course will explore the tools and techniques needed to develop an effective digital strategy, integrating CRM (Customer Relationship Management) data.
• Students will learn how to define objectives, identify targets, choose relevant digital channels, create engaging content and measure results.
• They will also be introduced to the use of CRM to personalize communication, build customer loyalty and prospect new markets.

• Knowledge and mastery of the main social media, their uses and best practices.
• Presentation of the different analysis and monitoring tools, adaptation of the message to the company’s strategy (positioning, targeting, key performance indicators and evaluation).

• Understand different corporate strategies in order to develop coherent, effective communication plans.
• Know how to judge and evaluate an advertising creation based on the advertiser’s brief.
• Acquire the methodology needed to draw up, negotiate and manage a communications budget.
• Master the different negotiating levers.

• The Digital Communications and Web Marketing course explores strategies and tools for developing an effective online presence.
• It covers search engine optimization (SEO), online advertising, content marketing, social media, e-mailing and data analysis.
• Students will learn how to develop digital communication plans, create engaging content, manage advertising campaigns and measure their impact.
• They will also learn about the ethical and legal issues involved in web marketing.

• This course introduces learners to the methods and tools of marketing research.
• It covers the various stages of market research, from defining the problem to analyzing the data and making recommendations.
• This module will enable learners to design questionnaires, conduct interviews and focus groups, analyze quantitative and qualitative data, and interpret results to make informed marketing decisions.
• They will also be made aware of the ethical and deontological issues involved in marketing research.

Enable learners to understand what is expected of an applied research dissertation. Formulate a problem, build a literature review, choose a study methodology, make recommendations.

• Seminars and conferences are offered on a regular basis to prepare learners for the professional world.

The aim of this course is to acquire the best practices of a content strategy: from message creation to choice of distribution and measurement of impact.

• This course covers the strategies and tools of event communication, sponsorship and patronage.
• Learners will learn how to design and organize events, find partners, negotiate sponsorship and patronage contracts, and evaluate the benefits.
• Students will learn to master the techniques of project management, communications and event marketing.
• They will also be made aware of the ethical and legal implications of these practices.

• To enable students to acquire basic skills in Photoshop and Illustrator from the ADOBE suite, so that they can meet the requirements of companies during their internship and then at the start of their professional life.
• Know how to use the right software for the job.
• Understand the specific features of each type of image (bitmap, vector, etc.). Create digital communication documents.

• This course introduces the techniques and tools of photo and video editing, essential for creating powerful visual content.
• It covers the principles of visual storytelling, an introduction to editing software (such as Adobe Premiere Pro, Final Cut Pro and Photoshop), shooting techniques, image and sound processing, and content distribution.
• Learners will be able to produce reports, interviews, promotional clips and storytelling videos, while respecting the aesthetic and technical codes specific to each format.
• They will also learn about the ethical and copyright issues involved in creating visual content.

• Complete immersion in natural language processing (NLP) and large language models (LLM) such as GPT and BERT.
• Learn to analyze texts, exploit advanced LLM functions and adapt them to specific needs.
• Cover key concepts such as tokenization, embeddings and semantic analysis, while exploring concrete applications such as text classification, content generation and sentiment analysis.
• Particular attention is paid to the ethical issues and limits of these technologies, to ensure their responsible use in a professional context.

• Identify and study all the vectors inherent and extrinsic to the company that could trigger a crisis.
• Set up an effective and efficient organization to manage and overcome the crisis.

Sustainable communication and events is a fast-growing field that aims to reduce the environmental and social impact of events and communication. It’s a holistic approach that takes into account the entire lifecycle of an event, from planning to execution and follow-up.

Social selling is a sales method that relies on the use of social networks to build relationships of trust and engagement with prospects and potential customers. With the advent of social networks and the increasing use of the Internet in our daily lives, companies have had to adapt their sales approach to remain competitive in the marketplace. Beyond simply promoting products or services, social selling involves creating relevant, high-quality content to attract consumers’ attention, interacting with them to better understand and accompany them throughout their buying journey, and using data and analytics to optimize results.

• Give you the keys to understanding the challenges of SEO.
• Managing your online presence becomes a real lever for communication and business growth.
• Know the levers of natural referencing, know how to diagnose the strengths and weaknesses of a site from an SEO point of view, be able to implement the main factors for optimizing SEO visibility.

• Team and talent management is a field of management that aims to develop the skills and performance of teams and individuals.
• It’s a holistic approach that takes into account the individual and collective needs of team members.

• This course aims to train learners to successfully manage complex digital projects.
• This module offers a combination of skills in project management, digital marketing and web technologies.
• Students learn to master project management tools and methodologies, develop effective digital strategies, manage multidisciplinary teams and ensure the quality of deliverables.
• They also gain an in-depth understanding of the issues involved in the digital transformation of companies.
• Graduates of this course are prepared for careers in web agencies, digital services companies, marketing departments or digital project management.

• This module prepares learners to understand the crucial role of communications agencies in developing strategies for their clients.
• It focuses on the study of consulting and recommendation techniques, from the analysis of customer needs to the presentation of creative and effective solutions.
• Learners will see how to master the tools and methods for designing relevant communication plans, assessing their feasibility and potential impact, and how to defend their recommendations to customers.
• This course will also make them aware of the ethical and deontological issues involved in working as an agency consultant.

• Influencer marketing is a strategy that involves working with influencers – individuals with a high profile and audience on social networks – to promote a brand, product or service.
• This course will cover the different forms of influence, techniques for selecting influencers, creating effective influencer marketing campaigns, and measuring results.
• Learners will master the tools and platforms dedicated to influencer marketing, manage relationships with influencers and comply with current ethical and legal rules.

Media planning & strategy is a field of marketing that involves planning and buying advertising space to achieve the objectives of a marketing campaign. It is a complex process that takes into account many factors, such as:

• Campaign objectives: What do you want the campaign to achieve?
• The target: Who are the people you want to reach?
• Budget: How much money is available for the campaign?
• Media: Which media are best suited to reach the target?
• The message: What message do you want to convey to your target audience?

• Understand the strategic and practical approach to public relations.
• Measuring public relations and major trends.
• Knowledge of PR players and professions.
• Lobbying and business.
• Lobbying and politics.
• The tools of lobbying.
• Lobbying and media relations.

• This module trains learners in the techniques and tools for gathering, analyzing and disseminating strategic information.
• Participants will learn to identify relevant sources, master research and monitoring tools, analyze data, synthesize information and disseminate it effectively.
• Particular attention will be paid to the ethical and legal aspects of monitoring, as well as to information risk management.
• At the end of this module, learners will be able to set up a high-performance intelligence system and contribute to strategic decision-making within an organization.

• This “strategic intelligence” module is designed to train experts capable of anticipating changes in the competitive and technological environment.
• Learners will practice identifying weak signals, analyzing emerging trends, assessing risks and opportunities, and developing strategic recommendations.
• They will master monitoring tools, prospective analysis techniques and information dissemination methods.
• Particular attention will be paid to monitoring ethics and data protection.
• On completion of this module, students will be able to contribute to strategic decision-making within an organization.

• Written examinations
• Dissertation defense