M2 A&NMT modules and lecturers

This teaching unit will provide you with all the basic knowledge you need to perfect your skills in the field of attractiveness and territorial marketing, including: concepts, approaches, methods and tools ...

Presentation of the Chair and diploma

This section presents the aims and objectives of the Master's program, and more generally its relationship with the Attractiveness and New Territorial Marketing Chair, its missions, its ecosystem...

Introduction to territorial attractiveness

The Introduction to Territorial Attractiveness provides a shared knowledge base around the definition of the concept, its stakes and its purpose, which is part of a logic of sustainable development of the territory.

Introduction to territorial marketing

The aim of this introduction to territorial marketing is to review the fundamentals of marketing as a method for creating value, but also to highlight its specific features when applied to the particular case of territories. The main stages of a territorial marketing approach will be covered, with illustrations and case studies from the course.

Identity portraits

This is a method of analysis, the aim of which is to identify the tangible and intangible elements that make up the foundations of a territory's identity, on which territorial managers can build and write their marketing strategy and storytelling.

Territorial image

Territorial image is a fundamental concept in territorial marketing. It constitutes the intangible capital that a territory wants to develop as part of a territorial marketing approach. This course enables students to understand the concept of territorial image and the methods used to evaluate it.

Methodology and follow-up of academic productions/reports

The exercise of writing a professional thesis and various assignments such as case studies, reading notes, etc. gives you the opportunity to develop expertise and a critical eye on a subject of your choice related to attractiveness and territorial marketing.
In this training module, you will learn the basics and methodologies involved in writing professional reports and territorial diagnoses, as well as the main stages involved in writing a professional thesis (problem analysis, research objectives, investigation methods, writing style, bibliographical and academic references, etc.).

The aim of this course is to develop the specific features of each sector of territorial marketing, which revolves around its main targets: businesses, residents and tourists. You will also learn more about the elements that cut across these sectors and are key success factors: producing a shared diagnosis, mobilizing ambassadors and ensuring the political support that gives territorial marketing initiatives legitimacy.

Attract-Invest

As globalization increases competition between regions, one of the challenges facing them is to attract Foreign Direct Investment (FDI). This course will give you a better understanding of the strategies and support methods used to attract foreign companies to a region.

Global diagnosis - the fundamentals

This course explores the methods and main indicators used to carry out a cross-functional diagnosis of attractiveness, in order to guide the major strategic orientations of a territorial marketing approach.

Territorial attractiveness and innovative ecosystems

In the economic development sector, one of the current trends is to support and encourage innovation in the territory, with a view to endogenous development. This course begins by reviewing the major structuring public policies that have led to the emergence of territorial innovation ecosystems. You will then study the strategic and organizational dynamics implemented to manage an innovative territory.

MICE (Meetings, Incentives, Conventions, Events)

MICE is a key sector in regional marketing, generating strong direct and intangible benefits for the region. This course presents the market players and the behavior of event organizers. You'll learn how territories deploy strategies to attract events, particularly in conjunction with other sectors. Finally, you'll learn about recent developments in the MICE sector concerning eco-responsible events and their latest innovations (hybridization, etc.).

Tourism

This course presents market players and tourist behavior. Emphasis is placed on trends in Destination Management Organization (DMO) strategies, particularly in relation to other cross-functional sectors. In particular, you will explore the challenges of sustainable and caring tourism.

Residential appeal

This module focuses on the strategies developed by territories in search of residential targets, and in particular the talents they seek to attract and/or retain in order to develop economic activity.

The cultural sector

The cultural sector - and in particular cultural events (festivals, exhibitions, etc.) - generates significant economic, social and environmental benefits for the region. This course will enable you to analyze the challenges facing this sector in terms of regional attractiveness and the main trends in cultural policies.

The role of elected representatives in attractiveness initiatives

Political support is a key factor in the success of territorial marketing initiatives. This course enables you to better identify the contours of political leadership and its effects on territorial marketing.

Partner networks, endowment funds and sponsorship

Mobilizing internal and external stakeholders is a key factor in the success of territorial marketing initiatives. This course will give you a better understanding of the processes at work and the tools you need to identify, recruit and mobilize a network of partners. It will also be an opportunity to explore the workings of an endowment fund and understand how a sponsorship approach can help mobilize a network and deliver tangible benefits for the region and its inhabitants.

Closing the master's program

This session provides an opportunity to take stock of the entire training program through an assessment of the knowledge and skills acquired.

Digital marketing - the fundamentals

Territorial marketing inevitably relies on digital marketing. The communication of these approaches relies on the main digital communication media in a collaborative and interactive logic. In order to collect, analyze and disseminate information, you will explore the various tools used to manage data for prospecting and promotional purposes.

E-tourism

Choosing a tourist destination is very often done online. You will analyze the digital strategies developed by industry players to better meet the needs of potential customers.

Experiential marketing

Experiential marketing and the experiential economy are dominant paradigms in the field of territorial marketing. They are based on the study of the experience of a territory's users to build a relevant and value-bearing territorial offer. This course will help you understand what a territorial experience is, and what elements need to be taken into account to make it positive and sustainable.

Smart City and innovation

The smart city is a new concept in urban development. The aim is to improve the quality of life of city dwellers and the public by making the city more adaptive and efficient, using new technologies supported by an ecosystem of products and services.

Responsible major events

Major events, whether for business or for the general public, generate significant spinoffs for local communities, as well as economic, social and environmental impacts. In this course, you'll discover how the events industry integrates CSR issues and what new tools are available to measure the impact of events (ISO 20-121 standard, carbon footprint, label, etc.). You will also explore the strategies put in place by local authorities for more sustainable and responsible event solutions.

Branding

The aim of this course is to help you understand what a territorial branding strategy is, its specific features and how it can be implemented. Through concrete examples, you will learn how to build territorial brands based on knowledge of existing approaches recognized by the profession. We'll then take a closer look at how to manage these brands and the intangible capital they represent, to ensure that they deliver real long-term added value for the region.

CRM and customer loyalty

This course offers an overview of practices aimed at building customer loyalty within an organization, with a view to creating sustainable value. The aim is to consider a CRM (Customer Relationship Management) marketing process extended to the different phases of the consumer experience, taking into account the mechanisms of satisfaction and loyalty that are the levers of loyalty.

Gamification of cultural venues

The aim of this course is to use new technologies to help people discover or rediscover cultural sites. The aim is to explain how new technologies, based on the gaming experience, can enhance the attractiveness and appeal of cultural sites such as museums, places of memory, etc.

Collaborative marketing and hackathons

The hackathon is an event organized by the A&NMT Chair to get you to co-create a project in a limited time. You'll be challenged to respond to a problem in one of the Chair's partner territories. Over 2 or 3 days, divided into teams, you will develop your ideas, produce and test your prototypes... You'll be able to draw on a range of tools, including agile methods and design thinking. You'll be accompanied by a coach to present your project in a final pitch to a panel of judges.

Territorial experiences: the Place Marketing Forum

The Place Marketing Forum is the major annual event on attractiveness and territorial marketing organized by the A&NMT Chair. The two-day event attracts an average of over 400 participants: experts, executives, managers, university lecturers, etc. from the economic development, tourism, attractiveness and branding sectors. This is your opportunity to exchange ideas with these professionals, who will share their practices and discover the most innovative and effective approaches identified by the A&NMT Chair.

The aim of this teaching module is to learn how an attractiveness agency or department works (its operating methods, governance, public/private partnership relations, etc.), as well as the role of the executive in decision-making on the strategic choices to be made for a territory, according to its specific features, assets, issues and players.

Territorial governance - the fundamentals

The aim is to understand the concept of territorial governance, its key success factors and the various elements that enable it to be organized and managed with the various stakeholders in a territorial marketing approach.

Marketing and Attractiveness of Low-Density Territories

This module focuses on the attractiveness of low-density rural areas, whether in terms of housing, healthcare services, infrastructure or revitalization of town centers.... It presents approaches based on innovation, collaboration and the co-construction of attractiveness strategies to address the issues facing these areas.

Brands and ambassadors

This course will help you understand what is meant by a territory's ambassador. How do they relate to a territory's brand, values and ambitions? How do they contribute to the reputation of a region's appeal? This course is supported by case studies of atypical and effective territorial marketing approaches.

Territorial marketing governance models

Various territorial marketing governance models emerge from an analysis of French and international "best practices": which players should be mobilized? How can they work together? And within what organizational and legal structures? These are just some of the questions addressed in this course.

Territorial marketing and regional attractiveness

This course focuses on attractiveness issues specific to the regional level, while also discussing collaboration with other territorial players in the governance of attractiveness. It covers the fields of territorial attractiveness for which the regions are responsible.

Territorial marketing and attractiveness at departmental level

In this course, you will discover the specific attractiveness issues of the departmental level, while discussing collaboration with other territorial players in the governance of attractiveness. This course presents the fields of action managed by the Départements.

Territorial marketing and the attractiveness of metropolises

This module focuses on attractiveness issues specific to the metropolitan level, while also discussing collaboration with other territorial players in the governance of attractiveness. It will also assess the role and remit of metropolises, their cooperation with local players and, more broadly, with local authorities attached to the metropolis and those bordering it.

Professional thesis supervision and tutorials

Writing a professional thesis gives you the opportunity to develop your expertise on a subject of your choice related to attractiveness and territorial marketing.

Monitoring methodology and benchmarking

This course will first introduce you to the international intelligence resources available to you at the A&NMT Chair. You will then explore the different objectives and types of intelligence, as well as the methodologies and tools available to support you. Finally, this course will enable you to delve deeper into the benchmarking technique and discover various international examples.

Unlikely seminar

During this 3-day "improbable seminar", you will collaborate with students from other IMPGT courses to co-create a project of common interest. "Taking up challenges by creating improbable solutions": this approach is based on the artists' method(Art Thinking) of approaching a subject/situation, analyzing its different perspectives, hijacking it (or even deconstructing it!) and imagining a new, meaningful representation. It's up to you to give free rein to your creative potential, to find solutions to major societal problems (sustainable development, resource conservation...).

Case study defense

The case study consists in carrying out a transversal diagnosis of attractiveness (see UE 2): it is based on the submission of a dossier and an oral presentation.

Activity report

The first part of the activity report is an introspective assessment of your skills, career aspirations and training expectations. In the second part, you will be asked to present the assignments you have been given and the skills you have been able to develop in the field, as well as to assess yourself in order to work on your post-training professional integration.

Professional support

Several course modules are taught by experts, territorial marketing consultants and/or attraction agency directors.
The aim is to provide you with their vision of the world of work in the field of territorial marketing, the main missions, the prerequisites required, the prospects for career development, the workings of an attractiveness agency or service or a consultancy firm... It's also an additional opportunity for you to optimize your professional network and work on the tools you need for your job search (e.g.: creating your personal branding, preparing your sales pitch...).