Applied Marketing

IAE Aix-en-Provence
Aix en Provence, France

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' SMBG Ranking: the Master Applied Marketing of the IAE Aix is ranked 1st University Executive Education Programme in Marketing.

Objective
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.

Position
Missions

Product and Marketing Development Manager:
He or she manages a product or a product range from its creation to its distribution by being the interface between the all internal/external providers.

Product and Operational Marketing Manager:
He or she adapts a given market context to a specific marketing policy. He or she is in charge of adapting promotional or trade actions to a specific market or clientele.

Internal or Institutional Market Study Manager:
On behalf of an internal or external client, he or she collects and analyses the quantitative and/or qualitative data for a given market in order to contribute to both strategic and operational marketing decisions.


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:

Marketing of major consumer brands and product management (Dwight Merunka - Professor)
Marketing of luxury products and consumer behaviour (Elyette Roux - Professor)
Brand marketing on Internet and analysis of quantitative studies and data (Jean-Louis Chandon - Professor)
Semiotics and qualitative studies (Florence Dano �Assistant Professor)
Market study management (Viviane Hamon - Consultant)
Management of customer relations and satisfaction (Sylvie Llosa - Professor)
Distribution and Trade Marketing (Dominique Bonet �Assistant Professor)
Advertising and sales promotion (Sophie Changeur �Assistant Professor)
Launching of new products (Danielle Castagnoni �Associate Professor)
Admission Requirements
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.

Organisation of Studies
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.
General Information
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.

Structure and Content of the Programme
Courses provided
Study and Consumer Behavior (in French)
Marketing Decisions (in French)
Quantitative Marketing Studies (in French)
Joint Implementations and Business Study (in French)
Distribution (in French)
Marketing Management (in French)
Communication and New Products (in French)
International Seminars (to be chosen from those proposed)
The International Seminars, designed to broaden participants’ horizons, not specialise them, are taught in English by foreign guest lecturers. They are offered to all IAE participants from all degree programmes, ensuring a lively mix of diverse groups. These seminars are highly interactive.

Career Decisions : What job is right for you? What job are you right for? How can you present yourself to get that job?
English �21 hrs. �Sem. 1 �3 ECTS �Bill ACKER (USA/UK)

Identifying a Career Path that suits you o Using psychological tests to look at yourself to see what kinds of jobs you would find congenial and where your personal qualities would bring you success o Looking underneath the job titles in your CV and the course titles of your formal studies and qualifications to understand the themes that run through your career o Looking underneath the job titles of careers you might pursue to appreciate the competences involved and interpersonal styles appropriate to those careers Organising yourself to get onto that Career Path o Preparing your CV and your interview ‘story�to help you to secure a job that suits your career history, training, personality and abilities
Project Management
English �21 hrs. �Sem. 1 �3 ECTS �John ALGAR (UK)

The seminar objective is to provide participants with the basic skills of Project Management and to understand the role that it has in achieving business strategy. Specific objectives are: ï‚?To understand the relationship between project objectives and busin ...''

Phone:+33 (0)4 42 28 08 08

School Address:

Institut d’Administration des Entreprises d’Aix-en-Provence
Clos Guiot Puyricard - CS 30063
13089 Aix en Provence Cedex 2 France



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