SPECIALISATION POSITION
ISCOM’s Strategic Planning specialisation trains future high-level professionals capable of understanding the environment of a brand and company, adapting existing products and services to meet changing demands, and stimulating the imagination of Research & Development to bring new offers to the market which will create strong, rich and long-lasting bonds with consumers.
‘Communicating means thinking and saying. A message cannot be effective without a precise, demanding and open-minded thought which inspires and gives meaning and coherence to all the brand’s acts and engagements.’
Olivier Creusy, Dean of the Strategic Planning specialisation
OBJECTIVES OF THE BIG DATA CULTURE AND INNOVATIVE STRATEGIES MAJOR
Understand the potential of big data and digital worlds to serve innovation for positive change in consumption and social relations.
RELEVANT PROFESSIONS
- Junior strategic planner
- Strategic consultant
- Innovation manager
- Customer relations manager
Leading to:
- Brand project manager
- Brand director
- Head of advertising
- Group manager
- Customer account director
- Strategic planning director
- Brand director
- Brand strategy director
- Innovation director
SKILLS AND COURSE THEMES
(ECTS total without additional options: 60)
SKILLS
- Analyse and understand brands on an in-depth level
- Anticipate consumer behaviour
- Identify societal changes, new trends, innovations and concepts
- Adapt products to meaningful new expectations
- Manage a team of strategic planners
- Be familiar with the data world
- Provide a global vision of the challenges facing an innovative and responsible company, from initial intuition to worldwide success
- Offer new brand narratives
- Exercise an inquisitive and demanding view of the modern world
CORE PROGRAMME THEMES UE2 (150 HOURS)
- Connect - trend monitoring and decoding
- Advanced strategic planning
- Workshop 1 (Block 3) - Planning seminar body / identity / care
- Tools - Marketing and Brand Expertise
- Audacity Week
BIG DATA CULTURE AND INNOVATIVE STRATEGIES MAJOR – COURSE THEMES
- Big data: definition, practices, issues and prospects
- Data applied to marketing and communication professions - best cases
- Digital planning
- Prospects for online communication and new forms of expression
- Social media management
In addition:
- Workshop: Branding in the metaverse
- Workshop: Citizen ethics, psychology and values in a futuristic world