Master of Science in Communication, Influencer Marketing & Press Relations

Perfect comprehension and communication techniques in English in a communication context. Learners may be required to take the TOEIC depending on the host campus.

The focus will be on structuring budgets, making use of summary documents, project controls as they relate to budget management and the creation and steering of performance indicators.

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. 

Analyze customer data and campaign results to improve marketing strategies, using CRM and marketing automation tools for segmentation, targeting and personalization. 

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. 

This module develops the concepts and practice around the corporate strategy. Students can simulate creation of new companies with an understanding of the elements of a business plan.

Define and implement a digital communication strategy to optimize interactions between different channels (advertising, blog, advergaming, social networks, content sharing, etc.). Deploying digital solutions that generate value in global communications.

 This module serves two issues: it aims to train the learner in the daily issues around e-reputation. What message should be conveyed? Is it consistent with the company’s strategy? What media should be used? What is the best answer to a bad buzz? It also aims to allow the learner to build his own image. An effective Personal Branding is the best testimony of its competence for the management of the e-reputation of the company. 

Understand influencer platforms as digital tools for brands and individuals to collaborate with influencers to promote products or services. This course explores in depth how these platforms work, with a focus on influencer selection, partnership negotiation, content creation and performance analysis. Students learn to identify the platforms best suited to their communication goals, assess audience and influencer engagement, and measure the impact of influencer marketing campaigns. They also acquire skills in project management, content strategy and competitive intelligence to maximize the effectiveness of their actions on these platforms.

Allow students to create short content by building their ideas in writing, taking care of the project from A to Z, then making the images and sound. 

Legal situation of the company: legal status, conditions of the various corporate forms (private and public limited companies (SARL, SA), limited partnerships (SCS, SCA), simplified joint-stock companies (SAS), or general partnerships (SNC)). Image rights. Internet law. E-commerce law.

Understand the specificities of press relations and public relations in a communication strategy. Know the role of media agencies: advice, choice of media. etc.

Strategic planning is a process that allows 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 internal and external environment of the organization. 

Introduction to advertising creation. Understand the constraints of the various stages and parties to the graphic design process. Learn the fundamentals of Photoshop and Illustrator to produce advertising content and apply them on real projects and case studies.

The digital project management module aims to make the student aware of the world of interactive professions, immersing him in the daily issues of an interactive communication agency. The central objective is to allow the student to assimilate the different phases implemented in the production process of an interactive medium and more specifically the websites. 

Learn about company communications aimed at employees to increase the exchange of information and promote corporate culture.

Define digital marketing and its areas of relevance. Communicate using appropriate terms. Define marketing objectives and develop an effective digital strategy and action plan. Select and monitor key performance indicators. 

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

Understand the different strategies of the company in order to conduct coherent and effective communications.  Know how to judge and evaluate advertising based on the elements of the advertising brief. Acquire the methodology to develop, negotiate and manage your communication budget. Master the different negotiation techniques. 

Define the role of the Internet in communications strategy. Internet as medium, commercial space, advertising tool, and relationship marketing tool. Identification of players in the web advertising market. The online buyer: behaviour and motivation.  Online promotion and events, e-mailing, sponsored links, online advertising, affiliation, partnerships, viral marketing.  Manage interactive communication: SEO, content management, measurement tools. 

Understand the current consumption trends to best define communications targets. Learn how to decipher the signs emitted by the company. Overview of studies, data collection and organisation, development of market studies, recording devices, tests and post-tests. 

Media planning and strategy is a field of marketing that involves planning and buying advertising space for a marketing campaign. This is a complex process that takes many factors into account, such as:

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

Understand the role of influencer and understand the relationships between PR/Agency of com’/brands and influencers. Learn how to produce quality content. How to integrate influencers into a digital communication strategy? 

Seminars and conferences are regularly offered in order to best prepare learners for the professional world.

This course aims to acquire the best practices of a content strategy: from the creation of messages to the choice of distribution and the measurement of their impacts. 

Study and application of marketing and communication fundamentals dedicated to events. Understand where events are located in a marketing strategy, and compared to other communication techniques (internal/external communication, corporate/product communication, online/offline, etc.). Create, manage, organize and promote events to strengthen the image, retain the customer and increase sales. 

Understand influencer platforms as digital tools for brands and individuals to collaborate with influencers to promote products or services. This course explores in depth how these platforms work, with a focus on influencer selection, partnership negotiation, content creation and performance analysis. Students learn to identify the platforms best suited to their communication goals, assess audience and influencer engagement, and measure the impact of influencer marketing campaigns. They also acquire skills in project management, content strategy and competitive intelligence to maximize the effectiveness of their actions on these platforms.

Students will acquire the basics of Adobe Photoshop and Illustrator for use during internships and at the start of their professional life. Choose the right software for the job. Gain familiarity with the specifics of different image types (bitmap, vector, etc.). Create digital communications.

Allow students to create a short film/video interview by building their ideas in writing, taking care of the project from A to Z, then making the images and sound. 

Apply looker for data mining, reporting and dashboarding. Understand the fundamentals of UX(user experience) and UI(user interface) design, including design principles and users-centered design.

From the knowledge of the broad categories of stakeholders within a communication agency (strategists, creatives, buyers, producers, lawyers, marketers, salespeople, etc.), read and respond to a brief.  Master the elements of the agency recommendation. 

Sustainable communications and events is a growing field that aims to reduce the environmental and social impact of events and communications. It is a holistic approach that takes into account the entire life cycle of an event, from planning to implementation and follow-up. 

The digital project management module aims to make the student aware of the world of interactive professions, immersing him in the daily issues of an interactive communication agency. The central objective is to allow the student to assimilate the different phases implemented in the production process of an interactive medium and more specifically the websites. 

Understand all communication actions within a company, for employees, in order to increase the exchange of information and promote the company culture. 

Define digital marketing and its fields of action. Communicate using appropriate terms. Define marketing objectives and develop an effective digital strategy and action plan. Select and monitor key performance indicators. 

Social selling is a sales method that relies on the use of social networks to establish relationships of trust and engagement with prospects and potential customers. With the advent of social media and the increase in Internet use in our daily lives, companies have had to adapt their sales approach to remain competitive in the market. Beyond the simple promotion of products or services, social selling involves the creation of relevant and quality content to attract the attention of consumers, interaction with them to better understand and support them throughout their purchasing journey, and the use of data and analysis to optimize results. 

Understand the stakes of SEO. Managing your online presence becomes a real communication and growth point for your company. Get acquainted with organic SEO, how to assess a site’s strengths and weaknesses in SEO terms, and make optimal use of SEO visibility.

Understand the strategic and practical approach of public relations. Gain familiarity with public relations and major trends, including the major figures and jobs in PR. Lobbying and business; lobbying and politics; tools of lobbying; lobbying and media relations. 

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

Ethics in communications examines the ethical dimensions of communications practices. Students will reflect critically on the potential impacts of communications, including on morals and social values.

Identify and study all the intrinsic and extrinsic vectors to the company likely to trigger a crisis.  Establish an effective and efficient organization to manage and overcome the crisis. 

Teach students what is expected of an applied research dissertation: formulate a thesis, craft a literature review, choose a research methodology, make predictions.