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Master’s Degree in Advertising Strategy and Product Identity
Updated on 09/06/2025
Certification
Titre de niveau 7enregistré au répertoire national des certifications professionnelles
presentation
The ESIIA Master’s degree in Advertising Strategy and Product Identity (SPP) is a qualification listed on the RNCP at Level 7 which, over a two-year period, trains experts capable of giving a product a genuine “identity” and designing campaigns that do not merely aim to sell, but that create a lasting connection with the public.
This programme is perfectly suited to the needs of managers responsible for product identity management, who are seeking creative, passionate, curious and highly motivated professionals.
The ESIIA Master’s degree in SPP enables graduates to be highly operational from their very first professional experience. The programme includes courses, conferences, masterclasses and business games delivered by professionals who are experts in their respective fields.
Students also benefit from facilitated connections with our premium network of partner companies in order to complete their work-study programme.
Programme objectives
The ESIIA Master’s degree in Advertising Strategy and Product Identity (SPP) is a State-recognised Level 7 qualification designed to achieve the following objectives:
- Defining the product’s mission, vision, values and “personality”
- Supervising the creation of the logo, visual identity guidelines and tone of voice (copywriting)
- Learning to tell a compelling story around the product in order to evoke emotion
- Selecting the most appropriate media channels (out-of-home advertising, TV, social media, influencer marketing) according to the target audience
- Transforming a client brief into a strong and adaptable advertising concept
- Identifying unmet needs and the underlying motivations of customers
- Learning to optimise advertising investments in order to maximise return on investment
- Ensuring that the product’s identity is reflected in its everyday use (packaging, ease of purchase)
- Understanding the cognitive mechanisms that trigger purchasing decisions
- Mastering the management of algorithms (Google Ads, Meta Ads) and influencer marketing
- Learning to communicate responsibly in order to avoid greenwashing and meet expectations for sustainable consumption
- Using large-scale data to personalise advertising without being intrusive
Prerequisites
RECRUITMENT LEVEL(S)
Bachelor’s degree / Licence and Bac+4
Prerequisites: The ESIIA Master’s degree in Advertising Strategy and Product Identity (SPP) is open to holders of a Licence/Bachelor’s degree or any other Level 6 qualification, and, for entry into the second year of the Master’s programme, to candidates who have completed Master 1 or have obtained an exemption from the certifying authority.
Admission is based on application review and, if necessary, an interview.
Career Opportunities
- Account Director
- Brand Manager
- Strategic Planner
- Visual Identity Manager
- Advertising Manager
- Content Strategist
- Product Marketing Manager
- Visual Identity Manager
- Brand Identity Consultant
- Innovation Project Manager
Teaching Methods and Assessment
Assessment Methods: Case studies and/or tests and/or essays and/or text analyses and/or multiple-choice questions (MCQs) and/or oral assessments and/or research projects / Continuous assessment / Work-study and competency evaluation (written + oral) / Thesis defence / Professional evaluation in the company
Programme Summary Documents: Course materials (PDF, and/or Word, and/or PPT formats), case studies and/or audio and video resources, and any exercises to be completed during the programme
Admission Procedures and Deadlines
ACCESS DEADLINES
Applications for the September 2026 intake are open from 1 March to 20 September 2026
Applications for the deferred January 2027 intake continue until 18 December
Modalities
Access to our programmes can be initiated:
By the employer,
By the employee with their consent,
By a student or their legal guardian
Work-study programmes are available from the third year onwards.
Once the application form has been completed, our school undertakes to respond within 72 hours.
If the programme requires prerequisites, we will then propose, regardless of the funding method you intend to use, a knowledge assessment and/or a positioning interview (by telephone or videoconference) and/or a review of your application file.
Duration of Studies:
DURATION OF STUDIES:
- 2 years for students holding a Bachelor’s degree or an equivalent qualification, and 1 year for students who have completed their first year of the Master’s programme.
- Work-study programme available from the third year onwards.
programme
FIRST YEAR
The first-year SPP programme, designed to develop managerial skills, is structured as follows:
Semester 1:
Corporate Strategy
Human Resources Management and Organisational Behaviour
Project and Innovation Management
Managerial Geopolitics
Corporate Finance and Cash Management
English
Business Challenges in a Globalised Economy
Business Law
Semester 2:
Innovation & Business Model
Management of Collaborative Tools
Globalisation and International Economics
Environmental Management and Sustainable Strategies
Introduction to Information Systems
Databases and Data Management
Fundamentals of Information Security
CRM & Marketing Automation
Business Game
Internship (Optional)
SECOND YEAR
The SPP specialisation year is organised around two (2) main areas:
AREA 1: SPECIALISATION SUBJECTS
Semester 1:
E-commerce and Customer Relationship Management
Digital Communication Strategies and Introduction to Ads
Data Marketing and Data Analysis
Advertising Strategy and Media
Semester 2:
Digital Law and GDPR
Client Needs Investigation and Reformulation
Product Creation and Brand Identity
Strategic Marketing and Product Placement
Business Game
Internship (Compulsory)
Professional Dissertation Writing
AREA 2: CERTIFICATION REQUIREMENTS
Validation of competence blocks:
Block 1: Create and develop a digital entrepreneurship project with the support of AI
Block 2: Design a digital project using a UX Design approach while integrating AI
Block 3: Manage a digital project using agile methodology, developing its functional specifications and technical requirements
Block 4: Develop an e-marketing and communication strategy for a digital entrepreneurship project with the support of AI
Block 5: Conduct studies and produce reports in competitive intelligence and corporate strategy
Tuition Fees
Information regarding the cost of this programme can be accessed by clicking on the following link : https://esiia.fr/tarifs-et-financements/
Prix de la formation en alternance : 10500€ TTC/ an
Prix de la formation en initiale : 7500 € TTC / an
Frais d’inscription : 1000 € TTC
Salaire
La moyenne de salaire annuel en sortie de Mastere en Cybersecurite est de 28 K€.