The programme leads to a 2-year Master’s degree in Communication Strategy and digital culture. It has been set up in line with the Decree defining the higher education landscape and academic organisation of studies (7/11/2013) and corresponds to the European Qualifications Framework Level 7.
On completion of the Masters’ students will have gained/achieved the following skills/learning outcomes:
Competency 1 - Develop communication strategies which integrate the various aspects of digital culture.
Learning outcome:
1. Critically analyse the communication of an organisation, taking into account its sector of activity and its social, cultural, technological, economic, political and legal context.
2. Define the objectives and establish a communication strategy in line with the organisation's strategy by including the qualities of interaction, participation and collaboration of the digital culture in an optimal manner.
3. Design, implement, and distribute innovative, sustainable and inclusive communication projects within the organisation's digital ecosystem.
4. Ensure that the legal, ethical and deontological nature of the organisation's communication practices is respected; consider its human, economic and technical resources and constraints while establishing any communication strategy.
5. Mobilise the most appropriate communication project evaluation processes; interpret evaluation data – including user feedback – with good judgment; take appropriate corrective action and pass it on.
6. Design and implement strategic monitoring systems; mobilise the monitoring results to manage change and guide innovation in the organisation's communication tools, practices and strategies.
Competency 2 - Know and orchestrate the technical, creative and marketing aspects of digital projects in organisational communication.
Learning outcome:
1. Know the main principles of the architecture, operation and security of computer networks and social network technologies of an organisation, as well as the main computer technologies.
2. Know the tools, methods and aesthetic principles of the scripting, writing, editing and gamification of digital content.
3. Know the characteristics, opportunities and constraints of the different digital channels; integrate them in a logical way in a communication plan.
4. Know the techniques and methods for optimising the referencing, reputation and running of online communities.
5. Master the main techniques and methods of data collection, storage, processing and visualisation.
6. Combine 'online' and 'offline' communication modes in any communication strategy in an optimal manner.
Competency 3 - Develop a digital culture for the organisation which mobilises management, teams and partners in communication strategies and projects.
Learning outcome:
1. Advise the organisation's decision-making bodies on the challenges and issues at the crossroads of communication and digital innovations (communication objectives and strategies, communication as a managerial lever, the organisation's digital transformation, etc.)
2. Justify, defend and promote communication projects, particularly with decision-making bodies, from their creation to final reporting (including user feedback).
3. Organise cooperation, collaboration and participation regarding communication projects, within the framework of a hybrid and evolving work organisation; encourage the sharing of information, experiences and innovations regarding communication projects.
4. Implement a project and team management method based on digital collaboration techniques, rapid adaptation to endogenous and exogenous changes, and awareness of sustainability and inclusiveness issues.
5. Initiate and support the creation of partnerships by integrating diverse cultural rationales, including at an international level.
6. Identify new professional needs in communication created by the evolution of society and digital technologies; initiate new practices or new professions to meet these new needs.
Competency 4 - Mobilise and produce knowledge in communication strategy and digital culture in a substantiated and methodical manner, as part of a critical reflection or research project.
Learning outcome:
1. Possess thorough knowledge of the main theoretical and methodological approaches to research on communication and digital culture.
2. Based on multidisciplinary knowledge, develop a critical and substantiated reflection on digital technologies and their human and societal issues.
3. Conduct an original research project, using a variety of well-chosen theoretical, methodological and technological resources.
4. Report on research and its results in a clear, coherent and structured manner, both in writing and orally, in accordance with the requirements of academic communication.
5. Based on research findings, make recommendations for the organisation's communication strategy and/or design new communication tools or practices.
6. Update one’s knowledge and practices by implementing methods and techniques to monitor communication and digital trends and innovations.
Teaching profile