Neoma Business School

Specialised Master in Marketing Research and Decision Making - Investigación de Mercado y Toma de Decisiones

Neoma Business School
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  • Imparte:
  • Modalidad:
    Presencial en París
  • Precio:
    13.000 €
  • Comienzo:
    Octubre 2015
  • Lugar:
    París
    Francia
  • Idioma:
    El Curso se imparte en Francés
  • Titulación:
    Specialised Master in Marketing Research and Decision Making

Presentación

This Specialised Masters draws upon the expertise of top-level professionals and the academic prowess of teacher-researchers specialising in consumer marketing, enabling participants to improve their understanding of the complex area of consumer marketing via a range of research studies, support brand strategies, make a positive contribution to an effective marketing mix and activate growth mechanisms on the highly challenged and challenging consumer product market. Carefully designed in close collaboration with managers, this programme showcases the most advanced techniques within the spheres of research and marketing, instils strategic and operational decision-making skills and hones the competences required within the various marketing professions.

Requisitos

VERY GOOD LEVEL IN FRENCH REQUIRED
ENTRANCE CRITERIA
Open to candidates with a Bac+4/5 qualification (4/5 years of university-level study) and experienced managers
ADMISSIONS PROCEDURE
Selection based upon application file and interview

Objetivos

Understand and deploy the most cutting-edge tools for collecting, processing and analysing marketing information
Exploit the results of marketing studies in order to build up a strategic direction, take the appropriate marketing decisions and assess the efficiency of the subsequent actions undertaken
Obtain the necessary level of professional proficiency to be immediately operational in the consumer goods sector

Programa

THE PROGRAMME IS STRUCTURED
INTO 4 MODULES

MODULE 1 - Fundamentals of management (15%), skill upgrade seminars :
Fundamentals of marketing – Marketing stakes and trends (sustainable marketing, responsible marketing, alternative marketing, ethical marketing) – Financial management - English – Team leadership and dynamics
Methodology seminars : Oral communication – Project management – Professional guidance - Personal branding / career aspirations
MODULE 2 – Information collection and processing (20%):
Consumer behaviour – Marketing intelligence marketing – Research methodology (on line & off line) – Quantitative studies & Data mining (SPSS software) - Qualitative studies (consumer insight, semiology, web workshops...)
MODULE 3 – Marketing management (35%) :
Marketing strategy (Marketing and value creation, marketing plans...) – Marketing performance – Brand strategy & Global Brand Marketing - Innovation & Product Launching – Packaging Management & Design - Shopper marketing (multi-channel distribution, experiential marketing, Category Management, Trade marketing...) - Communication (Advertising strategy & creation, media planning, direct marketing, promotion...)
MODULE 4 – Consumer goods product marketing specialisation (30%) :
Distributor / consumer panels (Nielsen, Kantar worldpanel, Gfk...) – Product / brand manager – Relational marketing (net marketing, CRM, interactive marketing, social networks and community management...) – Marketing simulation exercise

Salidas profesionales

Product/Brand Manager
Market Manager
Marketing researcher
Consumer & Shopper Insight Manager
Head of CRM & Interactive Projects
Category Manager
Head of Trade Marketing / Merchandising
Head of Promotion / Customer Loyalty

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