M2 Management de la Relation Client, Digital et Qualité (MRC)

Elaborer une stratégie Relation client notamment dans un contexte de service et de transformation digitale : assurer la veille concurrentielle et technologique, piloter ou co-piloter une vision stratégique de la relation client, fixer des objectifs et donner du sens, animer et fédérer les collaborateurs et les partenaires afin d'atteindre les objectifs en terme de satisfaction clients.

This training program aims to develop managers capable of handling operational and strategic issues related to customer relationship management and satisfaction. In a competitive environment marked by changes in business models and significant innovations in customer relationship management and customer behavior (digital consumption, multi-channel distribution, digitization of customer relationships, social networks, etc.), organizations need managers who are capable of mastering all facets of customer relations in order to offer innovative, high-quality products and services. The program aims to develop a comprehensive and cross-functional approach to customer relationship and satisfaction issues through academic knowledge and professional practices in three areas:

• General management (strategy, innovation, change management, project management, etc.) and international management;
• Marketing and customer relationship management (experiential marketing, digitization of customer relations, CRM, etc.);
• Quality management (certification, process improvement, quality monitoring, auditing, etc.). The program is organized on a work-study basis, allowing students to carry out an operational assignment (in the field of customer relations, marketing, commercial management, quality, etc.) while acquiring academic and methodological knowledge. At the end of this program, students should be able to:
• Master sales and operational management approaches and techniques (developing a diagnosis, developing a sales strategy, project management, team management, negotiation, etc.)
• Master marketing analysis techniques (managing a portfolio of offers, panel data analysis, qualitative data analysis, developing a marketing policy and plan, etc.)
• Master quality management and customer relationship management tools (CRM, quality audits, certification, implementation of processes and quality indicators, etc.)
• Raise awareness of technological developments and innovations in customer relationship management (digitalization, e-commerce, social networks, mobile devices, artificial intelligence, etc.). The program is aimed at students with a background in management (bachelor's degree in management, professional bachelor's degree, or equivalent qualification) or other disciplines (science, law, technology, linguistics, etc.). Students may enter the program directly at the Master 2 level if their career plans and previous studies are consistent with the program's objectives. The program is structured around an apprenticeship. Students enrolled in the program complete a 24-month assignment (if entering in M1) or a 12-month assignment (if entering directly in M2) in positions related to the program's objectives. Upon completion of the program, students will have sufficient knowledge and experience to hold positions of responsibility.