MBA Marketing and Customer Relationship Manager | Overview

• Produce strategic intelligence to carry out a strategic diagnosis of the company in order to determine and anticipate major trends in purchasing behavior and market expectations, changes in the organization's environment, as well as new trends and innovations in customer relations.
• Define customer segmentation illustrated by personas, based on marketing studies and surveys, and customer data analysis, to guide strategy.
• Define a customer-centric marketing strategy to serve the global business model and create a differentiating competitive advantage for the company, in compliance with commercial regulations.
• Develop an omnichannel sales and marketing action plan based on the marketing strategy, for each product/service/customer target pairing, with the aim of winning over and retaining customers.
• Establish a shared customer culture within the company, to foster customer satisfaction.
• Set up a system for analyzing the performance of sales and marketing action plans, in order to measure any deviations from objectives and propose any necessary corrective actions.

• Model personalized and combined omnichannel customer journeys to optimize the customer experience, by redefining online/offline contact points and communication channels, and organizing their temporality to reinforce customer engagement.
• Develop and deploy personalized relationship marketing and inbound marketing programs, to improve re-purchase and increase Customer Lifetime Value.
• Detect business opportunities, to identify new prospecting targets and win market share
  Develop and manage the implementation of the prospecting plan, to ensure the acquisition and conversion of prospects.
• Set up partnership agreements to develop sales
• Based on a complex customer request, draw up an adapted sales proposal, taking into account the needs and problems expressed by the customer.
• Negotiate with a customer or prospect, in French or English, following a sales proposal or additional request, in order to finalize the sale and maintain the relationship in compliance with commercial ethics.
• Organize and implement the efficient handling of customer requests and disputes, with a view to improving customer satisfaction and building customer loyalty.
• Optimize customer relations performance, by implementing operational customer relations management processes and corrective actions aimed at continuous improvement.

• Manage the operational implementation of the Supply Chain in project mode, in order to improve the company's competitiveness and propose a differentiating offer.
• Organize the sales and/or marketing department, with the aim of engaging teams in high-performance customer relations management.
• Manage sales and/or marketing teams, with the aim of fostering employee commitment
  Monitor the achievement of objectives and measure the sales performance of teams, with a view to maintaining team efficiency.
• Manage internal and external conflict situations, to ensure team cohesion and motivation.
• Establish and monitor budgets allocated to the development of customer relations, taking into account all the financial resources required for the proper functioning of the actions implemented, by drawing up indicators and dashboards enabling trends to be analyzed and, if necessary, proposing adjustments in the event of discrepancies observed.
• Draw up dashboards to monitor team activity and customer information, in order to analyze the performance of actions implemented and, where necessary, take appropriate corrective action.

• Diagnose the company's digital maturity, and propose a digital marketing strategy to improve customer relations.
• Manage the collection and processing of customer data, in order to efficiently iterate data for sales and marketing teams, and determine the most appropriate pathways for different customer targets.
• Draw up CRM project specifications, in order to select the offer that will increase the volume of customer data and optimize sales operations.
• Deploy a CRM project, to collect, analyze and exploit customer data, effectively manage customer interactions and generate new sales.
• Design a digital strategy deployment action plan, to improve the company's online presence and customer experience.
• Define a content strategy (content marketing and brand content), in French or English, adapted to target audiences, in order to gain audience and market share, while respecting budgetary constraints.
• Deploy digital communication tools, with the aim of quantitatively and qualitatively increasing customer and/or prospect contact points, ensuring their accessibility, including for people with disabilities, and complying with regulations concerning data protection (RGPD) and business ethics practices.
• Following a diagnosis, manage, in project mode, the optimization of the company's website, involving all the stakeholders concerned, in order to develop the fluidity of customer paths, the company's visibility and sales volumes.
• Select and implement SEO techniques, both natural and paid, to optimize the visibility of the company's website, in order to set up communication gas pedals as part of a customer acquisition and/or customer experience improvement strategy.
• Implement content curation and/or creation actions on social networks, planning and publishing content in line with customer journey optimization objectives and the operational communication strategy adapted to different targets.
• Propose impact measurements for the webmarketing and social media strategy, to assess the response to the company's objectives and recommend appropriate corrective actions.

Certified title ICD "Manager du Marketing et de la Relation Client", registered with RNCP no. 38938, level 7 (EU), NSF codes 310-312, by registration decision of France Compétences dated April 26, 2024, eligible CPF.

Title also accessible by the Validation of Acquired Experience (VAE).

The MBA Marketing and Customer Relationship Manager is offered in Paris over 2 years, as an initial training course or on a sandwich course.

The International Business Development program is offered only in Toulouse.

• Admission to Year 1 of the MBA's program from Bac+3 or equivalent
• For admission to the next year, 60 ECTS credits per year are required.

• 24 months

Fees

Year 4

• UE : €12,000.00 - Initial training / No tuition fees for sandwich courses
• Hors UE : €14,000.00 - Initial training / No tuition fees for sandwich courses (excluding students with less than a year's residence in France)

Année 5

• UE : €12,000.00 - Initial training / No tuition fees for sandwich courses
• Hors UE : €14,000.00 - Initial training / No tuition fees for sandwich courses (excluding students with less than a year's residence in France)

Within the framework of an apprenticeship or professionalization contract, the cost of training is financed via the company's OPCO (according to the level of funding established).

No training or registration fees are charged to the beneficiary.

The company pays the apprentice (SMIC percentage, depending on age).

ICD Business School assists companies in setting up optimized financial engineering. Contact us!

Financing solutions

Several solutions are available to help finance your studies.

• Scholarships (honorary, academic, sports, Erasmus+)
• Our banking partnerships
• Tailor-made financing
• Paid internships every year, starting in year 1
• A fixed free day in the week, for a student job

Admission procedures

• hold a level 6 diploma or a level 6 RNCP qualification
• or have a level 5 diploma, with at least 3 years' professional experience in sales or marketing in middle management positions 

Start date

• Paris: September 2025
• Toulouse: October 2025

As part of a work-study year signing an apprenticeship or professionalization contract with an employer

Entry deadlines

In all cases, to have obtained a favorable admission decision after studying the application file (supplemented by a VAP file for level 5 or level 6 candidates) and, where applicable, passing the written and/or oral admission tests.

The marketing and customer relations manager draws up the company's customer-focused sales and marketing strategy and steers its implementation, with a view to developing sales to win market share and generate economic added value, in full coherence with the company's general policy, and with a strong focus on results market share and generate economic added value, in full coherence with the company's general policy, and with a strong focus on results.

As the customer's spokesperson and guarantor of a customer-centric organization within the company, he/she operates in a context of widespread omnichannelity, ultra-digitization and increased competition.

As the bearer of a 360° customer strategy, he or she combines all channels of customer relations and online and offline marketing communications to create a personalized customer experience that fosters customer loyalty and business development.

In a context where new technologies and e-commerce are particularly prevalent, the profiles of customer-focused "digital marketers" and e-commerce specialists are particularly sought-after by companies in all sectors and of all sizes, who find themselves having to manage a shortage of talent in positions requiring a high level of expertise and constant updating of skills in line with technological developments (artificial intelligence, for example) linked to digital technology.

• Document resource center (infotheque)
• Computer facilities (computer rooms equipped with professional software)
• Learning Management System
• Distance learning platforms
• Pedagogical team (administration, studies/programs management)

Certifying assessments in the form of:

• Real or reconstructed business cases (written tests) which may give rise to an oral presentation before a jury (depending on the block)
• Work situations with scenarios
• Completion of a consulting assignment carried out by the candidate with a company (written file + oral presentation)

Partial validation by skill block is possible. Please refer to the RNCP sheet.

The ICD relies on Hand'IGS, the IGENSIA Education Groupe's disability program, to help accommodate students with disabilities. Accommodations are studied on a case-by-case basis. The campus is accessible to people with disabilities.

As part of its Erasmus charter, the ICD Business School pays particular attention to the needs of disabled students. 

Contacts

Further information

There are bridges and equivalences with other certifications. Please refer to the RNCP sheet.

The MBA Marketing and Customer Relationship Manager is also accessible via the Validation of Acquired Experience (VAE).

For more information, please contact Catherine AZEMA by e-mail: cazema@igensia.com or visit the Groupe IGS Formation Continue website.

• Graduation rates for diplomas or professional titles: 100 % (Insertion Survey 2023)
• Interruption rate during training: No data
• Overall professional integration rate at 6 months: 96 % (France Compétences*)
• Rate of professional integration in target professions : 68 % (France Compétences*)
• ost-training satisfaction rate: 78.4 % (End of training Survey - Promotion 2024)

* RNCP sheet