Master's in Applied Marketing

"Would you like to be a product manager or market study manager?
You dream of contributing to the development and management of major brands.
You like numbers, analysis, reasoning, creativity, international opportunities, and a sense of responsibility. You are open-minded, rigorous, flexible and autonomous.
If you are ready to tackle a degree that is both selective and demanding, then brush up your English, your statistics, your office automation knowledge, and tell us about your internships abroad and your class ranking, then send us your application file…
We will do the rest!"

Virginie De Barnier, Pedagogic director

Master classé 1ère formation universitaire française selon le classement du Financial Time.

This programme will enable participants to be operational in the positions of product manager, brand manager, marketing manager and quantitative and qualitative market study manager.

On completion of this degree, students will master the most up-to-date marketing tools:

• software to analyse the most simple to the most sophisticated data.
• statistical analysis methods from the most descriptive to the most advanced.
• concepts and models (purchasing decision criteria, brand identity…) that will enable them to mobilise sophisticated knowledge and apply it to adapted marketing decisions.

Faculty

The faculty dedicated to this programme is made up of specialists in brand and product management, quantitative and qualitative market studies, customer relations, with several professors from the professional world:

• Brand analysis and planning (M. Dwight MERUNKA - Professor)
• Management des marques et comportement du consommateur (Mme Elyette ROUX - Professor)
• Analyses multidimensionnelles des données et études quantitatives (M. Jean-Louis CHANDON - Professor)
• Sémiotique et études qualitatives (Mme Florence DANO – Lecturer)
• Pilotage des études (Mme Viviane HAMON - Consultant)
• Marketing des services (Mme Sylvie LLOSA - Professor)
• Distribution et Trade Marketing (Mme Dominique BONET – Lecturer)
• Publicité et promotion des ventes (Mme Virginie de BARNIER - Professor)
• Lancement de nouveaux produits (Mme Danielle CASTAGNONI- Associate Professor)
• Gestion de la relation client-marque (Kiane GOUDARZI, Lecturer)

1st year of the Master's Programme (Master’s of Science in Management only):

For admittance: a first university degree obtained after at least 3 years of higher education (Bachelor or equivalent qualification or 180 ECTS in the EU context)

Admission based on the following: TAGE-MAGE or GMAT; TOEFL, TOEIC or IELTS (DELF2 for non-French speakers); professional career goals; previous studies; an interview.

2nd year of the Master’s Programme:

For admittance into the Master’s in Management: a first university degree obtained after at least 4 years of higher education (Bachelor or equivalent qualification or 240 ECTS)

For admittance into the specialised Master’s of Science in Management: a first university degree obtained after at least 4 years of higher education in the field of Management Studies (Bachelor or equivalent qualification, or 240 ECTS in the EU context)

Admission based on the following: TAGE-MAGE or GMAT; TOEFL, TOEIC or IELTS (DELF2 for non-French speakers for the Master’s of Science in Management only); professional career goals; previous studies; an interview.

Characteristics of the first year

The first year of the Master is made up of general management courses. It is a general programme for all students whatever their choice of major in the second year. However, at the same time as this common-core curriculum, students can discover the various second-year specialities through specific modules called "focus".
It is during the second year of the Master that students learn the professions of product or market study manager.

Characteristics of the second year

For the majority of the students, the second year takes place in the form of apprenticeship contracts (full work contracts signed by the participants and our partner firms).
The year is broken down into 4 periods:

• The student spends the first four months in classes (September to December) at the IAE-Aix in order to acquire the principles (methodology, techniques and tools…) necessary for the profession of product or market study manager.
• The next three months (January to March) are devoted to the performance of marketing missions in the marketing department of a major brand or a large public or private enterprise within the framework of an apprenticeship or work internship. The student apprentice or intern is associated with these missions as an assistant product manager or assistant market study manager and his or her work is supervised by a Mission Director who is his or her Apprenticeship or Internship Tutor.
• Then for two months (April-May) the student returns to the IAE-Aix in order to acquire specific competences (distribution, e-marketing, brand management, lectures by visiting professionals…).
• The last part of the year (from June and for a minimum duration or three months for non-apprentices and from June until the end of the apprenticeship contract for apprentices) is devoted to new marketing missions in a Marketing Department under the supervision of the Apprenticeship Tutor.

The average class size each year is 35 to 40 students/apprentices who are in classes, internships and preparation of their thesis full-time from September to September (minimum). During the two periods of apprenticeship/internship (beginning of January to end of March, then beginning of June until the end of the apprenticeship contract), students are mostly based in the Paris region.

Comportement du consommateur

Brand analysis and planning

Conception et pratique des études qualitatives

Analyses multidimensionnelles des données quantitatives

Conception et pilotage des études quantitatives

Marketing des services

Lancement produit nouveaux

Gestion de la relation client marque

Publicité et promotion des ventes

Management des marques

E marketing

Distribution des marques

Projet d’étude marketing

Internship or apprenticeship

Following these periods in firms, the student is perfectly capable of contributing to the marketing missions of a firm and providing real value-added as an assistant product manager, assistant market study manager, or assistant marketing manager.

In a market study, a joint application corresponds to truly professional work. It enables the participants, through the carrying out of a transversal market study (from defining the issue to presenting the results), to acquire the marketing concepts and study methods developed during the school year. It is presented to a board of examiners at the end of May.

Product Marketing Development Manager
Operational Product Marketing Manager
Internal or Institutional Market Study Manager

Accor, Altadis, Aqualux, AT&T, Avon, Bahlsen, BASF, Bayard Presse, Biotherm, BNP Paribas, Bresse Bleu, Buena Vista, Calvin Klein Cosmetics, Casino, Catalina Marketing, Cegelec, Celio, Chanel, Chantelle, Clairette de Die, Cofinoga, Clogate Palmolive, CSA, Danone, Décathlon, DELL, Ducros, Elida Fabergé, EMAP, Essilor, Europcar, Française des jeux, Fromageries Bel, Fromageries des Chaumes, Fruit of the Loom, GFK, Gilette, Herta, HP,IBM,  IFOP, IKEA, IPSOS, Jacques Vabre, Kookai, Kraft, Laboratoires Boiron, Lancôme, La Poste, Le Monde, Lever, L’Oréal, M6, Materne Fruibourg, Microsoft France, Mustella, Nestlé, Nielsen, Novaction, Nuxe, Orangina, Playtex, Prisma, Procter & Gamble, Promodès, PSA, Publicis, Reckitt & Colman, Ricard, Saab, Senoble, Société Générale, Thomson Multimedia, TNS, Total-Elf-Fina, Unilever, Warner Bros, Young & Rubicam, Yves Rocher

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