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.
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.
Characteristics of the first year
The first year of the MSc 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 MSc that students learn the professions of product or market study manager.
Characteristics of the second year
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. 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 in-company 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 in-company Tutor.