Bac+4/5 Brand Strategy & Strategic Planning

> Analyze and understand the context and specificities of a brand within its market.

Define and manage the brand strategy. Set up active monitoring of one or more markets and trends in order to identify current and future behaviors and deduce new opportunities. Knowing how to anticipate transformations, trends and weak signals in order to guide brand communication.

> Define and manage the marketing strategy of the brand.

To be able to build the different advertising communication messages and implement the marketing mix levers for the brand. Students learn to defend a relevant positioning strategy, in line with the expectations of the company and its targets (insights).

> Design and implement the brand’s communication strategy while remaining faithful to the desired positioning and ensuring its differentiation.

Be able to formulate insights from data analysis, translate them into recommendations, opportunities and prospects for a brand. Be able to optimize the design of strategic content for a brand.

> Know how to manage the performance of the marketing and/or communication actions of the communication actions.

Acquire the posture and interpersonal skills necessary to lead multidisciplinary teams in the formulation of recommendations to advertising creatives and sales teams. Know how to elaborate and manage the communication strategy for the brand and present complex recommendations for a brand according to objectives linked to image, notoriety or conversion criteria.

> Accompanying the transformation of a brand:

Conducting prospective studies to identify, in the form of opportunity notes, the brand’s innovation levers.Develop a sociological approach to thinking in order to best guide the advertiser’s strategic direction in a changing world. Learn how to manage a department or a service and lead teams.

The validation of the year is done by obtaining 120 ECTS by different evaluation methods (case study, simulation, questionnaire ….). Time in the workplace is also required.

Competitions:

It is a professional situation. For two weeks, our students work on a real client brief presented by the agency and/or advertiser to respond to a strategic, marketing or creative issue. This transversal work is carried out collectively with a distribution of expectations according to skills, in the form of an agency proposal.

Big talk:

It takes place at the end of the year and is presented before a jury of professionals. Five themes composed of fifteen
articles are offered to students, a way to continue to monitor new trends in the field.
communication and marketing.

The professional project: Create your own start-up

The students form mixed project groups between the different specialties in order to carry out this common thread. You will have one year to acquire the entrepreneurial knowledge necessary to create your own fictitious start-up. Those who wish to do so, will have the possibility to join the Omnes Education incubator to be accompanied in order to really deploy their concept.