SP4 STRATEGIC PLANNING & BRAND STRATEGY

Mastering the major issues of communication
Brand strategy, acquisition, relationship, loyalty, image and reputation

Analyze the targets and the environment
Consumer psycho-sociology, insights, monitoring and qualitative studies, social listening, benchmark and
methodology

Build a strategy and select the right channels
Communication plan & media strategy, media stories, trends

Become a marketing, consulting and strategic planning professional

Job dedicated to consulting within an agency, the. the strategist intervenes very early on, as soon as she receives a brief, to decipher it, feed it, challenge it – and eventually anticipate it! At the advertiser, it’s him. It constantly confronts the brand with the realities of the market, uses and trends. In both cases, it is for him. it to identify as accurately as possible the areas of improvement and performance of the brand.

Monitoring, benchmarking, surveys: you have to love research, study and synthesis. Openness and critical distance are therefore mandatory to enrich the reflection. Because articulated to the analysis, there is the recommendation: the. the strategist is also there to serve as a scout. se. It is therefore necessary to know how to navigate between communication issues, sectors of activity and media landscapes. It’s in charge. orchestrator of all these data that he. it works to imagine solutions and create value for brands

The validation of the year is done by obtaining 60 ECTS by different evaluation methods (case study, simulation, questionnaire ….). Some time in the company is also required.

Competitions:

For two weeks, the students. s must work on a real-life practical case presented by a major
advertiser or a large agency, to respond to a specific strategic, marketing or creative issue.

Big talk:

At the end of the year, students present their arguments to a jury of professionals on a topic of monitoring and trends in the fields of communication and marketing and defend their point of view.