Master MARKETING AND SALES
Marketing et Management des Services (MMS)
Entry requirements
Public targeted: Students who have obtained 240 ECTS or VAP/VAE credits - Applicants should already have significant knowledge of and professional experience in services marketing and/or management. Acceptance on application file and IAE-Message score followed by Admission interview
Benefits of the program
The Services Marketing and Management Master's II is IAE Gustave Eiffel-labelled. 2nd in the 2019 Eduniversal ranking. The teaching team includes lecturer-researchers and experienced professionals providing balance between theoretical and sound professional input. It implements innovative methods to ensure students "learn differently". As such, teaching focuses on varied, complementary teaching methods: simulations, business-commissioned projects, case studies, Serious Games, role-playing, study trips, etc.). It also proposes tailored support for professional integration
Acquired skills
Devising and analysing customer experience for a service / Defining marketing strategies for services / Creating and rolling out innovative services / Being capable of problematizing, writing and defending a project / Designing an effective omni-channel servuction model / Continuously improving service processes / Managing teams / Being capable of problematizing, writing and defending a project / Acting as a responsible professional / Communicating in spoken and written professional English
Registration details
Procédure de candidature sur la plateforme "eCandidat" : https://candidatures.u-pem.fr
Modalités d’admission : Admissibilité sur la base du score IAE-Message et du dossier. Admission sur entretien.
En Master 2 : Formation également accessible aux titulaires d'une licence MASS, STAPS ou Sociologie ayant des expériences significatives en marketing ou management des services ou tout autre diplôme (Design, Ingénieur, pharmacie, droit...) valant grade de Master1 et complété par des expériences significatives en marketing ou management des services.
Course venue
Schedule of studies
Sandwich schedule: 2 days at university and 3 days in-company from September to the end of March, then full-time in-company from April onwards. The placement schedule is in line with the sandwich schedule
Your future career
The Services Marketing and Management Master's II trains executives to design and commercialize services for strategic marketing, operational marketing, quality and innovation departments in service or industrial companies which propose a product-related services offer. Two types of opportunities are open to graduates. Employability in positions such as research officer, product manager, customer manager, service innovation project leader, customer experience manager, etc. or as executives focusing on operational service and service performance management in positions such as operations, profit centre or site manager, quality manager or customer service manager. Or do a PhD thesis at UPEM (provided they have taken the research dissertation option in M2 (2nd year) and undertaken a research placement at UPEM)
Professional integration
Graduates are employed as strategic or operational marketing manager, product leader, project leader, research officer, customer experience or service quality manager, operations, profit centre or site manager, innovation facilitator, omni-channel customer journey manager, customer satisfaction manager, etc.
Study objectives
The Services Marketing and Management course provides students (FI/FA/FC (initial training/ apprenticeship training/continuing training) in M1 (1st year) and in M2 (2nd year)) with knowledge and tools required for creating, producing and commercializing multi-channel service offers, in service or industrial companies which propose services in addition to the products they offer
Major thematics of study
Strategic marketing, Service and digital location marketing, Service creation and production, Performance management, Human and organizational management, Innovation project management, Customer relations management, Quality and continuous improvement management, Audit.
Study organization
Le master II Marketing et Management des Services accueille les étudiants de septembre de l'année universitaire à septembre de l'année suivante, en formation par apprentissage (FA), en formation initiale (FI) ou en formation continue (FC). La formation en apprentissage se fait sur un rythme de l'alternance défini par un calendrier : 2 jours à l'université et 3 jours en entreprise de septembre à fin mars, puis à partir d'avril, temps plein en entreprise. Les étudiants en formation initiale devront, pour valider le diplôme, faire en Master II, un stage de 6 mois à temps plein. Le rythme des stages suit le rythme du calendrier de l'alternance
Modalité d'admission en Alternance :
Examen du dossier (dont score IAE-Message) et entretien. Pour le Master 1, une seule session de candidatures
Modalité d'admission en FI :
Examen du dossier (dont score IAE-Message) et entretien. Pour le Master 1, une seule session de candidatures
Modalité d'admission en FC :
Examen du dossier (dont score IAE-Message) et entretien. Pour le Master 1, une seule session de candidatures
Options
Professional development (MOOC, Jam, etc.): teaching which acknowledges students' out-of-university investment, as such adding value to any career-centred skills they acquire
International
Every year, the Services Marketing and Management Master's invites its students to take part in a study trip to a European town. The key purpose of the trip is to acquire service-experience-focused points of comparison, through total immersion in the town selected, so that they may improve their abilities to take account of and analyse these. Based on the partnerships and visits associated with each of the towns selected, the study trip is also designed to establish relationships with players (businesses and/or universities) for a variety of reasons (placements, employability, research). The Services Marketing and Management Master's (MMS) also offers the opportunity to take a gap year abroad between the M1 (1st year) and M2 (2nd year). The gap year must be motivated by a student project (professional or research) and is subject to the agreement of course heads
Major thematics of Research
Lecturer-researchers, academics specialized in their subject area, all members of research laboratories, provide teaching based on sound theoretical input closely related to research undertaken for their specialization and subject area. The theoretical base is transmitted to students using innovative teaching and a variety of methods which ensure students acquire the knowledge and skills required to be successfully employed
Partenariats :
L’ensemble des parcours de Master 2 ont été conçus en étroite synergie avec les spécialistes des fonctions concernées en vue d’adapter les contenus aux exigences du monde professionnel. Les représentants du monde socio-professionnel interviennent dans les parcours de la mention, pour des conférences ponctuelles ou des cours (en moyenne, 40 % des enseignements). Ces intervenants participent également aux jurys de sélection des candidats, à leur évaluation, au suivi des apprentis ou encore à des entrainements aux entretiens d’embauche. Les étudiants sont par ailleurs amenés à travailler sur un certain nombre de projets tutorés en lien avec les entreprises partenaires (Air France, Disneyland Paris, ECF, La Poste, Manutan, 1000 mercis, PSA, Pierre et Vacances, Safran, Société Générale, SNCF, Square Management Conseil, ...)
Co-accréditation :
Le Master Marketing et Management des Services, parcours de la mention Marketing et Vente, est co-accrédité entre l’UPEC et l’UPGE et rattaché à l’IAE Gustave Eiffel commun aux deux universités. L’offre de formation a fait l’objet d’un travail conjoint des équipes des deux universités. Un jury et le conseil de perfectionnement de la mention se réunissent une fois par an et pilotent les évolutions conjointes des différents parcours en liaison avec les équipes pédagogiques des deux établissements et la direction de l’IAE (une directrice à l’UPEC, une directrice déléguée à l’UGE). Ce parcours n'est délivré que sur le site de Champs sur Marne
SEMESTER 1
| Courses | ECTS | CM | TD | TP |
|---|---|---|---|---|
| Managing an organization in an ethical and reflective manner. | ||||
| BUSINESS AND CSR ETHICS This course enables students to acquire the basic knowledge of concepts related to the field of corporate social responsibility (CSR) and business ethics. Moreover, it enables students to develop skills for (1) analysing an organization's "CSR" policy, (2) qualifying a critical CSR situation, (3) proposing solutions to solve an ethical issue by using existing CSR approaches. Langue de l'enseignementFRANÇAIS / FRENCH | 4 | 28h | ||
| STRATEGIC MANAGEMENT This course combines a double objective: firstly, to provide students with keys for understanding, analysing and assessing corporate strategies and, secondly, to develop a strategic diagnosis skill. Langue de l'enseignementFRANÇAIS / FRENCH | 4 | 28h | ||
| INTRODUCTION TO RESEARCH This course intends to provide students with the knowledge and skills required for drafting their research project, in particular (1) knowledge of the nature of scientific knowledge (versus ordinary knowledge), what concepts, models and theories mean; (2) skills (a) as regards information research, (b) ability to read and use long, complex texts, (c) developing reasoning Langue de l'enseignementFRANÇAIS / FRENCH | 4 | 16h | ||
| PERFORMANCE MANAGEMENT The course aims to train students who are not specialized in management control, in the performance management approach in private and public, market and non-market organizations. At the end of this course, students should be able to (1) define the performance objectives of a unit, in relation to corporate strategic objectives, and to develop and monitor performance indicators, (2) analyse the results returned and propose corrective actions. This course therefore focuses on developing skills for creating, rolling out, using and assessing performance management tools. Langue de l'enseignementFRANÇAIS / FRENCH | 4 | 28h | ||
| Using language(s) professionally | ||||
| ENGLISH The course focuses on improving students' oral and written comprehension and expression. For the advanced group, accent will however be put on oral expression in the classroom, via role plays and short presentations on subjects related to professional life and/or subjects related to the topics addressed in TOEIC tests Langue de l'enseignementANGLAIS / ENGLISH | 2 | 16h | 16h | |
| ORAL AND WRITTEN COMMUNICATION This module aims to improve students' grammatical and orthographic skills and is based on the Voltaire platform Langue de l'enseignementFRANÇAIS / FRENCH | 1 | 4h | ||
| MANAGEMENT TOOLS AND SOFTWARE This module aims to introduce students to advanced Excel features (calculations, graphs, data lists, dynamic cross-tabulation tables, etc.) for operational use in-company. It is introduced via the platform. Langue de l'enseignementFRANÇAIS / FRENCH | 1 | 6h | 4h | |
| Creating, analysing and criticizing a product/service offer | ||||
| PRODUCT AND PRICING POLICY This course aims to help students understand product positioning issues, to acquire general skills in Pricing and Marketing mix Product and to understand the mechanisms of developing product value Langue de l'enseignementFRANÇAIS / FRENCH | 4 | 28h | ||
| DISTRIBUTION This course aims to enable students to understand marketing challenges related to distributing an offer, by focusing on operational and strategic aspects from the producer slant and from the distributor slant. We focus in particular on the role which stores and points of sale play in the relationships which consumers develop with products and brands Langue de l'enseignementFRANÇAIS / FRENCH | 3 | 21h | ||
| QUALITATIVE DATA ANALYSIS After an introduction proposing a qualitative study as an alternative/complement to quantitative marketing research, the course presents usual information analysis and collection tools in a critical way to enable students to develop individual representations, in particular interview and observation. At the end of this course, students (1) will have acquired the methodological bases concerning interview and observation, (2) will be able to critically assess the overall methodology of a market study or simple qualitative marketing research, (3) will have acquired the notions for using visual tools in developing a study and/or research project. Langue de l'enseignementFRANÇAIS / FRENCH | 3 | 21h | ||
SEMESTER 2
| Courses | ECTS | CM | TD | TP |
|---|---|---|---|---|
| Managing people and projects | ||||
| HUMAN BEHAVIOUR IN ORGANIZATIONS This course intends to provide students with concepts, interpretive frameworks and the tools required for analysing organizations as well as how they work and for understanding behavioural patterns of individuals in organizations Langue de l'enseignementFRANÇAIS / FRENCH | 4 | 28h | ||
| ENTREPRENEURSHIP / PROJECT MANAGEMENT The overall aim of this course is, firstly to understand the interest of projects, the project management challenges, the various project phases, to grasp notions of the relevant methodologies as well as the tasks and expectations of a project manager; secondly, to apply the notions to a project developed within the IEA or within the framework of a personal entrepreneurship project Langue de l'enseignementFRANÇAIS / FRENCH | 1 | 10h | ||
| Understanding customers and communicating effectively | ||||
| ADVANCED ENGLISH This course aims to prepare students for passing certification acknowledged by the organizations Langue de l'enseignementANGLAIS / ENGLISH | 1 | 4h | 4h | |
| QUANTITATIVE DATA ANALYSIS The course focuses on mastering the different marketing research steps and on learning various data analysis techniques for the quantitative processing of marketing issues, by using SPSS software in particular. Langue de l'enseignementFRANÇAIS / FRENCH | 3 | 21h | ||
| CONSUMER BEHAVIOUR IN THE DIGITAL AGE This course aims to (1) provide students with the tools and theoretical bases required for thoroughly deciphering and understanding consumer behaviour; (2) identify individual variables as well as social and cultural factors which may influence consumer decision-making, purchasing and consumption; and (3) establish a panoramic view of current consumption trends, by highlighting consumption digitalization Langue de l'enseignementFRANÇAIS / FRENCH | 3 | 21h | ||
| COMMUNICATION This course focuses on (1) preparing students for the integrated communication of the social media age, (2) teaching them to master the various communication-strategy-specific marketing tools Langue de l'enseignementFRANÇAIS / FRENCH | 3 | 21h | ||
| Being autonomous and operational in-company | ||||
| TU 6 PLACEMENT AND APPRENTICESHIP This module corresponds to placement or apprenticeship validation Langue de l'enseignementFRANÇAIS / FRENCH | 1 | |||
| Critically perceiving the chosen professional field | ||||
| INNOVATION MANAGEMENT This course aims firstly to work on the notion of innovation in depth, to illustrate the industrial and market-related challenges. By implementing workshops, this course will enable students to understand to practise innovation management in-company: from creating new products or services to organizing the innovation activity in businesses as well as managing it and promoting it. It is therefore a course which deals with processes and reasoning at work in innovation as well as its organization modes and its management Langue de l'enseignementFRANÇAIS / FRENCH | 2 | 21h | ||
| RESEARCH AND STUDY PROJECTS This course focuses on providing students with elements for transforming their introductory research project into a real academic article, which is presented to a jury of lecturer-researchers Langue de l'enseignementFRANÇAIS / FRENCH | 8 | 21h | ||
| SERVICE ORGANIZATION MANAGEMENT This course intends to present the key characteristics of services and their consequences on the conception of a service activity, from the marketing slant (offer analysis, price list, service communication) as well as from the production slant (production capacitance definition and assessment, production process and resource analysis, customer role analysis). Langue de l'enseignementFRANÇAIS / FRENCH | 4 | 28h | ||
SEMESTER 1
| Courses | ECTS | CM | TD | TP |
|---|---|---|---|---|
| Service experience management | ||||
| Service Operations Management Understanding how service-activity-specific data can improve the production process and customer experience. Providing critical analysis of the issues which deteriorate customer satisfaction. Applying analytical and methodological skills to solve problems and to improve service quality. Langue de l'enseignementANGLAIS / ENGLISH | 3 | 24h | ||
| Customer experience and quality management Developing a service quality strategy related to the offer strategy, understanding the key customer experience assessment tools and the service quality audit and improvement tools. Understanding and learning to use the key indicators and frames of reference. Langue de l'enseignementFRANÇAIS / FRENCH | 4.5 | 27h | ||
| Customer relationship management Providing a strategic and operational vision of the customer relationship, from establishing customer knowledge to retaining them through marketing and sales campaigns. Langue de l'enseignementFRANÇAIS / FRENCH | 4.5 | 24h | ||
| Service and innovation marketing | ||||
| In-service marketing strategy Creating, developing and implementing a marketing strategy related to market characteristics, to positioning and to the particularities of customer servuction and coproduction. Langue de l'enseignementFRANÇAIS / FRENCH | 4.5 | 27h | ||
| In-service innovative conception Understanding and implementing DKCP methodology for developing innovative services Langue de l'enseignementFRANÇAIS / FRENCH | 3 | 21h | ||
| Project management and transforming organizations and businesses Identifying the key characteristics of organizational changes, understanding and implementing organizational transformation levers. Developing the key project management principles (PERT, Gantt, task diagram). Langue de l'enseignementFRANÇAIS / FRENCH | 4.5 | 21h | ||
| Research and professionalization | ||||
| Study and professional project Understanding and implementing the key tools for developing a professional project and for promoting the student pathways in relation to the student project (watch, CV, application letter, personal SWOT, etc.) Langue de l'enseignementFRANÇAIS / FRENCH | 1.5 | 10h | ||
| Research methodology and thesis Supervising and accompanying professional thesis drafting by explaining academic requirements. Langue de l'enseignementFRANÇAIS / FRENCH | 1.5 | 8h | ||
| Business English Consolidating professional English knowledge and preparing to pass certifications expected by the market. Langue de l'enseignementANGLAIS / ENGLISH | 3 | 10h | 10h | |
SEMESTER 2
| Courses | ECTS | CM | TD | TP |
|---|---|---|---|---|
| Service marketing and digitalization | ||||
| Marketing service places Developing understanding of marketing aspects related to service places; implementing a marketing management strategy for a service place by using all experiential and sensory aspects in particular. Langue de l'enseignementFRANÇAIS / FRENCH | 2 | 20h | ||
| Service design project Developing knowledge of design principles and of service conception. Implementing them in a "service design sprint" related to a real case. Discovering the techniques for running a collaborative project Langue de l'enseignementFRANÇAIS / FRENCH | 2 | 6h | 20h | |
| In-service communication Understanding the particularities of service communication in an omni-channel environment. Identifying levers tailored to the various communication objectives Langue de l'enseignementFRANÇAIS / FRENCH | 2 | 10h | 10h | |
| Digital marketing Acquiring specific vocabulary for describing and understanding the objectives of a digital marketing strategy. Understanding the different professions and contexts embodied by this strategy. Discovering the cases of exemplary companies (Mille merci, etc.) Langue de l'enseignementFRANÇAIS / FRENCH | 2 | 20h | ||
| Moment of truth analysis methodology Questioning moment of truth performance for an activity or service, i.e. the key moments in an end-user/customer service journey, by using work sociology analysis tools. This course focuses on creating relevant relationship observation methodology. Langue de l'enseignementFRANÇAIS / FRENCH | 2 | 15h | ||
| Continuous improvement techniques Discovering and understanding audit techniques, tools and method implemented. Defining, describing, managing and assessing processes as part of continuous improvement. Langue de l'enseignementFRANÇAIS / FRENCH | 2 | 15h | ||
| Teams and skills management Learning to master HR tools against a background of decentralizing the HR role. Understanding and using the key team-management frameworks and tools. | 3 | 24h | ||
| Thesis and Professional practice analysis | ||||
| Research methodology and thesis Supervising and accompanying professional thesis drafting by checking that management research principle are well understood and used. Langue de l'enseignementFRANÇAIS / FRENCH | 8 | 4h | ||
| Job Training, Voltaire certification Developing knowledge of all tools (including photo, non-verbal communication, interviews, digital reputation, etc.) aiming for employability through a virtually-real in-situ scenario and the encounter with various professionals for the purpose of pre-employment and/or specialized advice. Langue de l'enseignementFRANÇAIS / FRENCH | 1 | 6h | ||
| Professionalization tools | ||||
| Conferences, study trip Acquiring elements for comparing service experiences based on immersion in another European city to improve ability to report on a service experience analysis (skill addressed in M1). Discovering the professional pathways in service activities, establishing relationships to facilitate professional integration. Langue de l'enseignementANGLAIS / ENGLISH | 2 | 6h | 6h | |
| Professional development (MOOC, Jam, etc.) Enabling students to develop a specialization/complementary skills related to their training and to their professional project in 15 hours. Langue de l'enseignementFRANÇAIS / FRENCH | 1 | 6h | ||
| Business English Consolidating professional English proficiency to reach a B2 level minimum and to prepare for certifications expected by the market. Focus is placed on oral comprehension and expression. Langue de l'enseignementANGLAIS / ENGLISH | 3 | 10h | 10h | |
DEBENEDETTI Alain (M1)
Academic coordinatorCaroline LEROY (M1)
Academic secretaryBRIAL Berangere (M2)
ZEBIAN Rola (M2)
Sandrine Derou (M2)
Academic secretaryMaster (en) MARKETING AND SALES
M1-M2Marketing et Management des Services (MMS)
Summary
- Degree
- Master (en)
- Field(s)
- Droit, Economie, Gestion
- Thematics of study
- MARKETING AND SALES
- How to apply
- Apprenticeship / Initial Education / Continuing Education / Recognition of prior learning
- Course venue
- Departments and Institutes
- UFR Sciences Economiques et de Gestion
Une formation de
Partenaire(s)
Partenaire(s)
