MASTER Strategic Management of People and Organisations SPECIALTY Services Marketing

The 2nd-year Master’s in Services Marketing can be taken either in continuation of initial education or in apprenticeship. Its aim is to produce high-level marketing management personnel in job-creating activity sectors. During the year, students acquire competences in analysis methodology as well as in definition and implementation of marketing actions. Graduates have a wide range of professional prospects to choose from (communication officer, marketing analyst, operational marketing manager, etc.) in varied fields of activity (tourism, banking, the web, etc.).
  • Objectives
The programme is designed to help students acquire three major types of competences:
- Knowledge: knowing the specificities of services marketing and the problematics they give rise to.

- Know-how: proficiency in methods for analysing market situations, implementation of marketing actions and use of tools adapted to a given problem.

- Inter-personal skills: developing aptitude for thinking in qualitative crosscutting fashion upstream of figures, cognitive and communication skills, and an ethical frame of mind.
  • Content or list of themes covered and subjects taught
The programme has 5 major focuses:

- Strategic services marketing: Service consumer behaviour, Methodology and analysis of qualitative and quantitative data, Customer Relationship Management (CRM), Marketing plan, and International marketing.

- Operational services marketing: “Servuction” and service innovation, Yield management, Communication, Direct marketing, and Service distribution.

- Web marketing: E-consumer behaviour, E-advertising, Web strategy, and Services and ICT.

- Sectorial marketing: Banking and Insurance marketing, Tourism and Mobility marketing, and Point of Sale marketing.

- Personal and professional development: Management project, English, Management simulation, Theme-based lectures, etc.
  • Admission requirements
Incoming students must have knowledge of management and the basics of marketing.

The selection process starts by screening candidates’ applications, which are examined on the basis of a set of criteria (including academic quality and candidates’ career objectives). Depending on the results of such analyses, students may be asked to present themselves for individual interviews in order to present their reasons for wanting to join the programme.