Master of Science in Luxury Brand Management

The Master of Science (MSc) program at the American Business School of Paris is open to students holding a Bac+3 or Bac+4. It can be completed in one or two years. We offer a specialized focus in Luxury Brand Management, providing students with expertise in fields like customer-oriented marketing strategies, branding, sustainability and project management within the luxury industry.

Program

Certified title ICD "Manager du marketing et de la relation client", registered with RNCP n° 38938 at level 7 (EU) (former level I) - NSF codes 310, 312, by registration decision of France Compétences dated April 26, 2024, eligible CPF.

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

Training Objectives

The Marketing and Customer Relations Manager draws up the company's customer-focused sales and marketing strategy and oversees its implementation, with a view to developing sales to win market share and generate economic added value, in full coherence with the company's general policy, combined with a strong results orientation.

The Marketing and Customer Relations Manager develops and executes customer-focused sales and marketing strategies to drive revenue growth and market share, ensuring alignment with the company’s overall strategy and a strong results-oriented approach.
As the advocate for a customer-centric organization, they navigate an omnichannel, highly digitalized, and competitive landscape, integrating online and offline marketing communications to enhance customer engagement and loyalty.
With the rise of e-commerce and new technologies, companies across industries face a growing demand for digital marketing and e-commerce specialists-professionals who possess deep expertise and continuously adapt to technological advancements, including AI-driven innovations

Course Program

RNCP Manager du Marketing et de la Relation Client / Marketing and Customer Relations Manager

Block 1: Develop a customer-oriented marketing strategy

Conduct strategic monitoring to assess market trends and customer behaviors
Define customer segments using studies and data analysis
Implement performance analysis tools to monitor and adjust marketing actions
Create a client-centered marketing strategy aligned with the business model
Develop an omnichannel marketing and sales action plan for customer acquisition and retentions
Establish a customer-centric culture within the company to enhance satisfaction

Block 2: Managing customer relations and sales development in an omnichannel context

Design personalized omnichannel customer journeys for client experience
Implement personalized relationship programs to boost customer loyalty
Organize efficient processes for handling customer inquiries and disputes
Optimize client relationship performance by implementing continuous improvement processes
Identify new business opportunities and increase market share
Develop and manage prospecting plans to acquire and convert leadsEstablish partnerships to expand sales channels
Create tailored proposals for complex customer requests
Negotiate with clients or prospects in both French and English to finalize sales
Develop content marketing elements to foster customer engagement

Block 3: Manage resources allocated to customer relations

Oversee the implementation of the supply chain to enhance competitiveness
Organize the sales department for effective client relationship management
Lead sales and/or marketing teams to foster employee engagement
Monitor team performance to maintain effectiveness
Prepare and monitor budgets allocated to client relationship development
Manage internal and external conflicts to ensure team cohesion
Create dashboards to analyze team activities and client information for performance assessment

Block 4: Deploy a digital marketing project to manage customer relations and marketing data

Assess digital strategies to propose strategies enhancing client relations
Develop specifications for CRM projects for data collection and sales operations
Design action plans for the company’s online presence and customer journey
Define content strategies, in French or English, to increase audience engagement within budget constraints
Deploy digital communication tools to increase client touchpoints, ensuring accessibility and data protection compliance
Optimize the website to improve customer journey fluidity and visibility
Implement SEO and SEM techniques to enhance website visibility and support client acquisition strategies
Oversee the collection and processing of client data
Implement CRM projects to manage client interactions and generate new sales
Curate and create content on social media to optimize the customer journey and communication strategies
Propose impact measures for web marketing and social media strategies to evaluate effectiveness and recommend adjustment

Assessment Methods

Certifying assessments in the form of:

Present a business case (real or fictional) to a professional jury
Business role-playing scenarios
Completion of a consulting assignment carried out by the candidate with a company (written file + oral presentation)

Job Opportunities

Depending on the company's sector of activity, size and organization, the jobs accessible after obtaining certification are mainly as follows:

Customer Relations Manager / Customer Relations Manager
Customer Success Manager
Customer Satisfaction and Quality Manager,
CRM Manager / Project Manager
Customer Service Manager / Consumer Service Manager
Customer Marketing Manager / Category Manager
Marketing Research and Customer Data Manager
Business Analyst
Business Developer
Sales Manager
Sales Engineer
Market or Sector Manager
Key Account Manager
e-Marketing / e-Commerce Manager
Digital marketing / SEM / UX UI Design Project Manager
Sales and Marketing Manager
Customer Marketing / Customer Relations / CRM Consultant

Once you've gained experience, you can move up to the following positions

Customer Relations Director
Sales Director
Network Director
Marketing Director
Customer Experience Director

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: