Master of science in digital marketing

PROGRAM

Certified title ISCPA "Directeur de Projets Image et Communication", registered with RNCP n° 35593 at level 7 (EU) (former level I) - NSF Codes 320, 320n, by registration decision of France Compétences dated 19/05/2021, eligible CPF.

The degree can also be obtained through the Validation of Acquired Experience (VAE) process.

Training Objectives

The communication departments are positioned at the heart of political and business challenges and decisions. To better meet the full range of communication and image needs, services are being strengthened in nearly all directions.

Changes in consumption habits, the need for sharing information, opinions, and emotions, as well as the evolution of information and communication tools, have given rise to new economic models and challenged the professional framework of the Image & Communication Project Director.

While traditional communication still plays a role within organizations, the communication sector has significantly evolved with the digital format. This includes the professionalization of much more informed target audiences, changes in consumption habits, accessibility tools such as mobile devices, the proliferation of messages, channels, and media, easier access to data, and broader information sharing.

Many of the skills required to ensure this essential component of a company's "communication" activities remain relevant: the ability to analyze trends and weak signals in the socio-economic and competitive environment, define the outlines of an action plan, manage a budget, and lead a team.

Course Program

RNCP Directeur de projets image et communication

Block 1 : Developing an image and communication strategy

• Strategic Communications: Regular consultation of trends and the evolving communication landscape
• Cross Channel Marketing & Strategy: Keeping up with cross-channel trends
• CRM & Marketing from 1.0 to 4.0: Engaging with influencers and key stakeholders in marketing
• Strategic Communications: Aligning communication strategies with business strategy
• Corporate Social Responsibility & Sustainability: Building a sustainable communication strategy through CSR
• Content Creation, Management & Promotion: Benchmarking communication content
• Strategic Marketing & Branding: Strategic positioning and communication image
• Project Management: Defining and defending project budgets and ROI for communication strategies

Block 2 : Managing the deployment of an image and communication strategy

• Project Management: Leadership and team management for deploying communication strategies
• Adjusting project plans and optimizing outcomes in real time
• Content Creation, Management & Promotion: Brainstorming and action plan generation for content strategies
• Strategic Communications: Setting communication tools and guidelines
• Ensuring that communication messages are aligned with the overall strategy

Block 3 : Designing, organizing, and optimizing a digital strategy

• Web Analytics & Optimization: KPI measurement and digital performance analysis
• Measuring the performance of a digital strategy
• Suggesting corrective measures based on KPIs
• Digital Communications & Social Media: Creating and leading a differentiated digital strategy
• Website & Mobile App Development: Innovation in digital and social media communication
• Project Management: Determining the technical and human resources for digital project execution

Block 4 : Managing communication professionals

• Content Creation, Management & Promotion: Engaging team members in creative content brainstorming
• Project Management: Organizing, coordinating, and supervising the team’s communication tasks to control and manage the deployment of projects
• Assembling the internal/external team in relation to the skills and budget needs
• Identifying indicators to assess management effectiveness
• Drawing up a roadmap for each member of the team to track deliverables

Block 5 : Representing (speaking on behalf of) the company

• Digital Communications & Social Media: Maintaining the company’s image across digital platforms
• Strategic Communications: Optimizing public speaking engagements to maintain brand image
• Managing communication during crises and institutional messaging
• Training teams on public and institutional speaking
• Web Analytics & Optimization: Analyzing the impact of communication on digital channels

Block 6 : Developing effective internal communications

• Strategic Communications: Improving internal communication in line with the company’s strategy
• Organizing internal events for internal team building and morale
• Developing communication tools to facilitate new employee integration
• Digital Communications & Social Media: Selecting digital channels for internal communication
• Website & Mobile App Development: Organizing an effective system to optimize the circulation of information
• Project Management: Setting up performance indicators to evaluate internal communication
• Developing HR tools to facilitate the integration of employees

Block 7 : Managing a communication budget

• Strategic Communications: Setting up reporting tools to track project performance
• Project Management: Managing and justifying communication budgets
• Identifying and tracking KPIs for budget efficiency
• Identifying and correcting deviations in communication budgets
• Reporting and analyzing communication budget outcomes

Assessment Methods
Certifying assessments in the form of : 
Present a business case (real or fictional) to a professional jury, including:

• Strategic and budgetary recommendations.
• Processes for effective communication and action adjustments.
• Resource planning and team management.
• Communication formats and measurable outcomes.
• An internal communication plan.
• Budgeting and KPI tracking.

Job Opportunities

• Digital Communication Project Manager
• SEO Manager
• SMO Consultant
• E-commerce Director
• Brand Content manager
• Traffic Manager

The program at the American Business School of Paris emphasizes a blend of individual assignments, group projects, and practical case studies, fostering dynamic intercultural interactions between students and faculty. The curriculum comprises the following mandatory courses:

• Content Creation, Management & Promotion
• Strategic Communications
• Website & Mobile App Development
• Project Management
• Strategic Marketing & Branding
• Corporate Social Responsibility & Sustainability
• Digital Communications & Social Media
• Cross Channel Marketing & Strategy
• Web Analytics & Optimization
• CRM & Marketing from 1.0 to 4.0