PROGRAMS


Master of Brand Management and Communication in Apprenticeship

Course Manager :

Fabienne Berger-Rémy

Today, the value created by companies lies not so much in the ability to produce at a certain level of quality and price as in the skills to manage relationships with multiple stakeholders, to ultimately support and maintain a reputation. This intangible capital is at the origin of record valuations of companies such as Airbnb, Apple, or Facebook to name just a few. In this context of dematerialization and digitization, the customer relationship, the value proposition of the brand, the relationship between brands and consumers are topics at the heart of business concerns. To cope with these challenges, the Master of Brand Management and Communication in Apprenticeship was created three years ago by Géraldine Michel, professor of marketing and renowned brand specialist.

During their periods of apprenticeship in the company, the advertiser, in the media or in the communication consulting agencies, the students are in charge of missions related to the communication and the development of the marks. Class periods alternate high-level content, based on the work of the Paris IAE Brands and Values ​​Research Chair, and practical tools, scenarios and concrete cases run by professionals in the sector. The training, which is very comprehensive, covers the key concepts of brand management, internal and external communication strategies and digital communication tools, while also emphasizing soft skills and well-being. The good integration rate of our students shows that in a few years, this master has found its place and meet a demand from companies.

Master of Brand Management and Communication in 7 videos – professor Géraldine Michel

 

Course 1 – Introduction to Brand Management

Course 2 – Brand Fundamentals

Course 3 – Functions of the Brand at the Heart of the Brand Equity

Course 4 – Building Strong Brands

Course 5 – Key elements for Branding Measurement

Course 6 – Keys to Successful Brand Extension Strategies

Course 7 – Keys to Success of Brand Alliance Strategies