University Diploma COMMUNITY MANAGEMENT and INFLUENCE MARKETING - Information

The Community Manager (CM) or community animator, is a web profession that consists in managing and animating web communities. The CM is considered as an expert of social networks such as Facebook, Twitter, Instagram or Linkedin. The skills needed to exercise this profession are numerous and also regularly reviewed in the face of ever increasing demands from agencies and brands. Creativity, e-reputation management, digital strategy, writing for the web, influence marketing, social media reporting... This is what this real "Swiss Army knife of the net" will have to master.

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COMPETENCIES TARGETED :

  • Mastering production tools and content strategies on social networks.
  • To develop communication skills in writing.
  • Know how to manage the social networks of your company, your community or your association.
  • Know how to conduct editorial communication and content strategy.

TARGETED TRADES :

Community manager, Influencer marketing manager, Web editor...

PEDAGOGICAL DEVICES :

19 days / 133 hours of academics including 1 day of project tutoring and defence.

PROGRAMME AND COMPETENCY FRAMEWORK

Common core with the Digital Marketing and E-Commerce DU.

MODULE 1: GENERAL CONCEPTS AND MARKETING PLAN / 14 h / 2 d (Common core)

■ To master the general concepts in terms of communication and marketing plan.
■ Understand the notion of Budget, segmentation and planning.
■ Know how to handle the marketing mix and the 10 P's.

MODULE 2: BRANDING / 7 h / 1 d (Common core)

■ Know how to position a brand in its ecosystem.
■ Master the fundamentals of brand platforms and their visibility tools.

MODULE 3: OVERVIEW OF MARKETING/COMMUNICATION TOOLS, MEDIA / NON-MEDIA
/ 7 h / 1 d (Common core)

■ To know all the tools available to a communicator to speak in the media and outside the media.

MODULE 4: DEVELOPING A MEDIA AND NON-MEDIA COMMUNICATION PLAN / 7 h / 1 d (Common core)

■ Know how to manage a media and non-media budget.
■ To master the elaboration of a media plan.
■ To know how to calculate the performance of a media plan.
■ Identify and use the right media combination according to the progress of the customer relationship.

MODULE 5: MEASURING A MEDIA PLAN / 21 h / 3 d (Common core)

■ Know how to calculate the performance of your media plan.

MODULE 6: ORTHOGRAPHY REFRESHER / 7 h / 1 d

■ Master the techniques and tricks of proofreading and spelling correction.

MODULE 7: WRITING FOR THE WEB / 7 h / 1 d

■ Understand the issues and techniques of writing on the web.
■ Know how to adapt your writing to the type of medium.

MODULE 8: EDITORIAL STRATEGY / 7 h / 1 d

■ To master the implementation of an editorial strategy.
■ Know how to organise your editorial strategy according to your charter and your speaking schedule.

MODULE 9: COMMUNITY MANAGEMENT / 14 h / 2 d

■ Understand the functioning and specific behavioural characteristics of a community on the Internet.
■ To know how to animate and organize a community speech.

MODULE 10: MARKETING INFLUENCE / 14 h / 2 d

■ Master the issues and concepts of Influence communication.
■ Know how to negotiate an influencer contract.
■ Know how to buy an influencer service.

MODULE 11: DIGITAL DIY / 21 h / 3 d

■ To master free software for photo editing and content layout.
■ Know how to go from an idea to a content without the intervention of a graphic designer.

MODULE 12: PROJECT TUTORING / 7 h / 1 d

■ Conduct a community manager/influencer project accompanied by 2 university tutors and know how to "sell" it in writing and orally.

PUBLICS :

  • Employed or self-employed workers.
  • Adults in professional transition and/or retraining.

REQUIREMENT

  • Bachelor's degree required.
  • Accessible via a Validation of Personal and Professional Experience (VAPP) for people who do not have the Bac: vapp@univ-smb.fr
  • An aptitude for marketing, communication and the web.
  • Basic computer skills.

TERMS AND CONDITIONS OF ADMISSION

CV + letter of motivation to be sent to the head of the course, followed by a placement test for profiles whose pre-requisites need to be validated (particularly computer skills).

ADMISSION DEADLINES :

  • Send the application 15 days before the start of the academics.

VAPP GATEWAY :

  • If you do not have the required diploma, you can access academics through the Validation of Personal and Professional Experience (VAPP): vapp@univ-smb.fr. See our dedicated page.

DISABILITY ACCESSIBILITY :

STRENGTHS OF THE ACADEMICS :

■ Free enrolment for the module or the complete cycle.
■ The pace of the academics is specially adapted to allow the continuation of professional activity.
■ Active pedagogy, alternating theoretical contributions and practical situations.
■ Complementarity of profiles within the class and richness of exchanges.
■ University teaching combined with the field expertise of active participants in the field.
■ Possibility to follow the academics in 2 years.
■ Distance learning methods envisaged for certain modules.

HOW TO OBTAIN IT :

The award of the diploma is conditional on:
■ Completion of the academics course.
■ Obtaining an average of at least 10/20 in the final assessment (1 written + 1 oral with compensation).
For participants wishing to reinforce their practices and not having a professional activity in the sector, an optional internship of 4 to 16 weeks may be carried out. This internship, at the initiative of the trainee, must take place outside of teaching activities (courses, examinations). The validation of the internship agreement remains at the discretion of the educational manager.

EVALUATION CRITERIA :

The competences are assessed in writing and orally during an oral presentation at the end of academics.
An average of 10/20 between the written and the oral must be reached to validate the competences and obtain the DU.

LOCATIONS:

Annecy-le-Vieux University Campus, 9 rue de l'Arc-en-Ciel, 74940 Annecy-le-Vieux, France

RATES :

The full degree course: 133 h

  • 3,192 (rate with financing)
  • Individual financing: please contact us using the form at the bottom of this page.

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