Programs-Master of Science Programs-SM2 Cluster - MSc. Marketing, Management & Communication (Toulouse) | Toulouse Business School - A triple accredited business school trains managers (ESC Toulouse)

Testimonials…

Maria Elvira GALVIRIA (Colombia), MSc Marketing Management & Communication 2015
"Coming to TBS has been a very constructive and positive process in my life, not only professionally but personally. The M2C program combines everything I wanted to specialize in my career. It focuses not only in marketing, but also in communications, which, I think, gives more skills to the future alumni. It differentiates us from other marketers in the field, and gives us a complete comprehension of the industry. The professors train you to help you deploy your skills, give advice to explore your potential and provide guidance to develop you professional plans."

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Program outline

Program overview

In light of the digital revolution, students are expected to master skills beyond the initial marketing or communication. Students must be able to juggle the strategic approaches by controlling the communication channels and understanding technical tools related to digitization and data mining. The Master of Science in Communication, Marketing and Management (C2M) will train competent executives who understand the challenges behind internationalization of a brand and digitalization both in the marketing approach and communication.

The C2M program will provide students with a strategic and operational expertise of traditional and digital marketing and communication tools. Students will create a synergy between the global strategy of the company and the communication plan for each stakeholder. The program enables students to rise to the challenge of the digital era taking into account data management, speed of reaction, and the optimization of the relationship with consumers.

Students will build new applications of data and connected objects in these areas while exploring opportunities for new business models. Students will be asked to pitch communication solutions that optimize e-commerce, following the new trends of tomorrow’s consumers.

Students will also learn how to set up an appropriate communication strategy adapting to the new customer, and they will be challenged to couple the quality of the traditional individual relationship and experiential marketing with rigorous and cost-effective methods of mass marketing.

The MSc program will accompany students in the acquisition of new skills such as setting up new methods of listening and analysis, understanding the new consumer and have new explanatory models, develop new approaches to customer relations and rethinking marketing in terms of legitimacy in the face of multiple actors and societal changes. Communication managers must demonstrate agility in their organization in order to federate internal forces around the project and thus create synergy between all departments.

With its campus located in the heart of Toulouse, students will be exposed to French communication firms as well as interact with communication professionals in London, Paris and /or Barcelona. Home to the IoT Valley, Toulouse will inspire students in an app-driven world.

Head of Program: Professor of Marketing, Stephane BERNARD

Type of Degree

Master of Science (MSc), recognized by the French Ministry of Higher Education through the Conference des Grandes Ecoles (CGE)

Strengths

With blogs, social media networks and the accelerated diffusion by smartphones, companies must be transparent. Students will develop a 360° vision of the client as well as how to drive digital marketing information in connection with all the other functions concerned from creation of the product to marketing and sales of the brand and product.
The C2M program covers brand management and through relationship marketing and one-to-one, students will learn how to transition from product orientation to customer orientation (including experience)
Integration into the SM² Cluster in which students learn how to analyze products and services within a specific market, communicate to consumers relevant information about products and services, how to distribute products or offer services in a given market and how to plan and develop concepts of products or services with the framework of new business models.

Objectives

Identifying strategic areas, designing innovative offers and optimizing development for a company by knowing how to continuously measure performance and arbitrate between the different channels of distribution and communication.
Redesigning the organization of the business in order to better communicate a brand in both the BtoC & BtoB framework.
Acquiring an expertise on today's and tomorrow's challenges specific to the communication sector, with an understanding of the synergies between departments and stakeholders and how to manage the new appropriate technologies for the internationalization and digitization of a company or product.

Student Profile

Students in Business, Management, Humanities or Arts, Journalism
Students wishing to become a Manager in the Marketing or Communications sectors

Program Structure

The C2M program adopts an operational approach in its pedagogy. As the name suggests, the program follows a tri-fold approach focusing on communication, marketing and management.

The Master of Science in Communication, Marketing & Management is composed of the following elements:

General education courses in Multicultural Management, Business Strategy, Leadership and HR, Financial Control and International Marketing
Specialized marketing courses taught by academics in the fields of Innovation Marketing, Consumer Behavior, Relationship Marketing and Data Analytics
Specialized courses taught by professionals in the fields of Communication Tools, Branding, Digital Communication, Internal Communication, Crisis Communication Clients, Agencies, Public Relations, Influence Communication and International Communicaiton.
Electives taking place in Toulouse, Paris, Casablanca, Barcelona and London

Lecturers

TBS permanent faculty who couple their teaching methodology with current research
Industry professionals working in sectors such as Aeronautics (Airbus), Data Analytics
Visiting professors from top universities in France and abroad

Courses

General Education courses:

Multicultural Management & Cross-cultural Teamwork
Reshaping Business Operations to Define Efficiency
Unlocking the Leader in You
Designing the Value Offering in an International Context
Investigating What Drives Performance
French Language Courses

Specialized Marketing courses:

Innovation Marketing: From Idea to Value Creation
Understanding the New Consumer
Relationship Marketing and Exchange Evolutions

Communication courses:

Managing Technical & Creative Communication Tools
Communicating and Branding in BtoC & BtoB
Global Communications for the Successful Organization
Understanding the 360° of Digital Communication

Electives

Students can choose an elective in both the first and second semester. Electives allow for curious minds to further their knowledge in diverse sectors or marketing functions. In addition, students are offered the possibility to study on one of the 5 TBS campuses: Barcelona, Casablanca, London, Paris and Toulouse. For the elective listing of 2018-2019, please click here.

Internship or Research Thesis

TBS encourages students to complete a 4-6 month internship in a company of their choice located in France or abroad. To complete the program, students must write a professional thesis which identifies a problem they encountered during the internship experience. Alternatively, for students wishing to pursue a PhD program or students wishing to specialize in a specific field, TBS recommends a research dissertation in which a student will be supervised by a research professor actively working in the chosen domain.

Career Services and Extracurricular Activities

While studying at TBS Paris, students will have the opportunity to participate to a wide-range of extracurricular activities through the student clubs. The Career Starter is an integral part of the program. Through a series of workshops and individual interviews, the Career Starter teaches students about the current professional environment and trends. Students must analyze the 10 essential competencies for managers and apply these competencies to their professional and academic backgrounds. Through the support of online questionnaires, students will become more self-aware. With the help of a career coach, students will create a professional trajectory or roadmap. The will learn how to pitch their competencies demonstrating their added value in the French/global job market.

SM2 Labs

SM2labs provide SM2 Cluster students with a hands-on, innovative approach to the acquisition of knowledge and skills. SM2labs is a semester-long project which focuses on learning by doing. Students will choose on eof the three labs which combine functional and sector-based skills.

Duration: 15-18 months
Campus: Toulouse

Language: English
Mode: Full-time

Tuition Fees: 16 500€
Application fees: 130€

Intake: October
Deadline: 30 juin

Visit the profile of Stephane BERNARD, head of the SM2 Cluster ›

This program is part of the SM2 Marketing Cluster, a set of programs in Strategic Marketing Management within TBS, promoting quality of content, innovative learning through SM2labs, cross cultural interaction and change management.