MSc in Brand Strategy and Product Management

Program Overview

The MSc in Brand Strategy and Product Management from Audencia Business School is a one or two-year program that combines advanced management fundamentals with specialized courses in brand management, including data analysis and innovative communication strategies. Through real-world case studies and industry partnerships, students develop essential skills in brand communication, consumer data analysis, and innovation, preparing them for careers in brand development and product management. The program also addresses the social responsibility of brands and is accredited by the Chartered Institute of Marketing (CIM).

Program Outline

Degree Overview:

The MSc in Brand Strategy and Product Management is a one or two-year program focusing on modern consumer expectations and concerns. It offers a practical approach to brand management, incorporating data analysis and innovative communication strategies. The curriculum includes real-world case studies with partner companies like Éram, Procter & Gamble, SodaStream, Ubisoft, and L'Oréal. Students gain essential tools in brand communication (especially in the digital age), consumer data analysis, and innovation. A "critical marketing" workshop develops critical thinking skills. The program uniquely addresses the social responsibility of brands. The program aims to equip students to meet the challenges of brand development and product management from social, marketing, and technical perspectives, with a solid understanding of strategic and operational brand and product management. It incorporates marketing, social sciences, ethics, data science, sustainability, and economics. The program is described as innovative and forward-thinking. It is accredited by the Chartered Institute of Marketing (CIM).

Outline:

The program is offered in a 1-year or 2-year format.

Year 1 (Fundamentals of Management - Nantes):

This year covers advanced management courses including Financial Analysis, Management Control, Strategic Management, Entrepreneurial project & business plan, Business Simulation, Customer Experience & Branding, Financing an International Project, Managing and Leading a Team, Cyber Security, Foreign language, and Sport. It also includes GAIA courses (Ecological & Social Transition Management), focusing on ecological and social transition challenges.

Specialization Year (Paris and Nantes):

This year includes courses such as Marketing Strategy, Contemporary consumer behaviour, Advanced marketing research, Sustainable marketing of innovation, Creating sustainable brands, Product owner (manager) and stakeholder engagement, Retailing and e-commerce, Experiential marketing and the brand ecosystem, Integrated marketing communications in the digital age, Digital transformation, Driving brand growth through new media platforms and technologies, Web and social media analytics, Brand health and panel data analyses, and Principles of law and finance for brand managers. A 4-6 month internship or work experience in France or abroad is also a component, followed by a Master Thesis. The 1-year MSc program offers a total of 408 hours of training. The 2-year MSc program offers a total of 930 hours of training.

Assessment:

The program uses continuous monitoring, written exams, and a final dissertation.

Teaching:

The program uses a mix of theoretical and practical sequences (face-to-face or distance learning), including business simulations, case studies, and interactive lessons.

Careers:

Graduates can pursue careers as Product Manager, Brand Manager, Brand Communications Manager, Category Manager, Marketing Manager in various sectors including consumer products, services, and the social and solidarity economy. Potential employers include national and international group brands, wholesalers, new digital brands, advertising agencies and communications consultants, and start-ups.

Other:

The program boasts a 79% satisfaction rate, an average annual salary of €40,000, and an average promotion age of 25. Audencia has a large alumni network of 37,000 graduates and 7,200 students from 100 nationalities, offering numerous networking opportunities. The school provides career support services including assistance with CVs, cover letters, and internship searches. The program offers the Agile Manager Certificate as a potential further study option. The school is committed to accessibility for students with disabilities. The program is taught in English. The program has a limited number of places (30). The program is based at the Audencia Atlantic Campus in Nantes, with the specialization year including time in Paris.