International Program Coordinator
+33 2 23 23 52 48
Deadline for applications:
May 31, 2018
September 3, 2018
End of academic year:
September 30, 2019 (including internship period)
Center in Franchising Retail & Service Chains
Students accepted in the Master of Marketing Franchising, retail & Service Chains can apply for the grant offered by the University of Rennes 1's Foundation.
Do you know 7 Eleven, Apef Services, Best Western, BBQ Chicken, Brioche Dorée, Burger King, Cache Cache, Caffé Bene, Calzedonia, Cartridge World, Chawla Chicken, Chicken Republic, Colchões Ortobom, Day Inn, Der Bek, Dunkin’ Donuts, Falabella, Gloria Jean’s Coffees, Home Inn, KFC, Mango, Marriott, McDonald’s, NordSee, O2 Home Services, O Boticário, Paris Baguette, Pizza Hut, Subway, Supercuts, WSI, Yves Rocher…? All these brands have something in common: they are organized as chains!
Do you know that franchising, retail and service chains have been constantly growing for many years? There are thousands of chains and several millions of franchised units worldwide.
For instance, in the United States, there are more than 2,200 chains, including 770,368 franchised units, responsible for 8,510,000 jobs and generating 839 billion dollars of turnover (PricewaterhouseCoopers, 2014).
In Europe as well, franchising is particularly developed. In France for instance, there are 1,834 franchisors and 69,483 franchised units with 53.38 billion euros of turnover (French Franchise Federation, 2016). Also in France, independent associated retailing is composed of 94 groups, corresponding to 178 chains, with a total of 44,941 units and 146.9 billion euros of turnover (Fédération du Commerce coopératif et Associé, 2015).
The Master Marketing – Franchising, Retail & Service Chains is tailor-made for future Managers and Executives in national and international chains, in retail and service industries, and more specifically in the following areas:
Some graduate students and/or alumni can also choose to become entrepreneurs (franchisee, associated retailer, multi-unit franchisee, master franchisee, franchisor…).
The Master Marketing – Franchising, Retail & Service Chains, taught exclusively in English offer you the opportunity to study in a multicultural environment via interactions and team work involving students from different countries, as well as joint classes and team work with the French students enrolled in the other group of this Master. Moreover the international dimension of the development of franchising, retail and service chains is highlighted.
To improve the "learning-by-doing" approach, you have a 4-to-6-month internship to be done in France or abroad.
The Master also includes intensive French langage courses.
‘‘Joining the Master in Franchising, Retail & Service Chains will allow you to discover a
kind of business that offers many job opportunities in management, development,
marketing, entrepreneurship, etc., in various industries and various countries.
Favoring interactions, the use of real case studies, and learning-by-doing methods, you
will be prepared to enter and evolve in franchising, retail and service chains. »
Pr. Rozenn PERRIGOT
Director of the Center in Franchising, Retail & Service Chains
Center in Franchising, Retail & Service Chains
International Franchise Association
French Franchise Fédération (in French)
Fédération du Commerce coopératif et Associé (in French)
This Master is part of the Center in Franchising, Retail & Service Chains whose mission consists in bringing students, researchers and professionals in franchising, retail and service chains together around issues concerning the sector and to generate synergies using a global approach (professions, disciplines and countries). In the context of this Center, students participate in a student competition, work on concrete case studies, meet professionals and experts, attend seminars...
The master program lasts 12 months, from September to September and includes about 400 hours of classes and conferences (with a 4-to-6-month internship in a French or international company starting in April). Classes, taught in English, gather conceptual and theoretical elements linked to franchising, retail and service chains. The approach is practical-oriented with case studies based on real company issues. Classes cover complementary approaches such as: marketing, management, strategy, law, finance, etc. Classes are taught by French and foreign professors along with practitioners who are all experts in franchising, retail and service chains.
Moreover, the French Franchise Federation (FFF) and the Fédération du Commerce coopératif et Associé (FCA) give some seminars in this Master.
This master is also available in apprenticeship and in French : Master Marketing – Management des Réseaux et de la Franchise
- Measure the importance of chains in the development of brandnames
- Identify the different organizational forms
- Understand the specifications of franchise
- be able to identify the different organization forms, their specificities, their (dis)advantages
- be able to understand the specificities of the franchise system, its groundrules and ethics guidelines
- forms and caracteristics of the different commercial organizations
- the franchise basics
- the requirements to become a franchisor and a franchisee
- the rights and duties of the franchisor and the franchisee
The objective of this course is to discuss the key aspects of the franchisor/franchisee relationship.
Develop analytical capabilities
Elaborate documents to facilitate chain management
- Business know-how
- Organizational know-how
- Values in franchising
Develop students' awareness of spatial marketing issues
Use of digital mapping tools in companies
Localization model as part of a network deployment
Use of digital mapping tools
Definition of a sales potential based on a modeling of the trade area
- The importance of location to retail companies
- Type of retail locations
- Define a trade area
- Retail location decision process
The objective of this course is to discuss franchisor strategies and practices in terms of marketing and Internet.
Develop analytical capabilities
Elaborate documents to facilitate chain marketing
Design adequate contents
Manage bad buzz/crises
Online communication towards franchisee candidates
Corporate Social Responsibility
The objective of this course is to discuss chain engineering, for instance in terms of resale pricing in franchise chains, chain acquisition, etc.
Develop analytical capabilities
In today’s environment, an increasing number of retail and services organizations deal with marketing issues in an international context. This programme is designed to provide students with a rigorous education in these issues.
The common course outcomes are the following:
1. Understand what retail internationalization and international retailing are;
2. Set up and manage an International Marketing Strategy for a retail company;
3. Design an international retailing mix.
1. International development of retail and services networks: definition and contextual factors
2. Understanding culture and consumer behavior: conducting an international market research
3. Designing the international marketing strategy for a retail or services network
4. Implementing the international retailing mix program
Develop students’ ability to collaborate with Finance and planning department to improve the
financial performance of the chain and of the point of sales:
• Identify improvement levers
• Make the decisions accordingly and implement relevant action plans.
At the end of the module, students should be able to:
• compute margin rates, ROCE and ROE
• monitor the financial risk indicators (solvency, breakeven, leverage, cash, …)
• list and describe the main sources of funding and their implications
• participate in the decision of opening a new shop (company-owned and franchise) on the
basis of financial criteria
• list and describe activities and purposes of the financial control department in a chain
(control of company-owned shops and franchisees)
• organise cooperation between operations and Finance department to ensure financial
targets are reached.
• design a balanced scorecard to monitor the implementation of the chain strategy
• Review of financial analysis basis (M1 program)
• The financial performance indicators in a chain:
• Financial criteria to decide on a shop opening opportunity
• Management control of a chain:
• The Balanced ScoreCard (BSC) to monitor the implementation of the chain strategy
(including a case study)
The objective of this course is to :
• Understand the legal aspects that govern the distribution networks, especially the franchise networks;
• Analyze the different types of distribution networks;
• Study the different components of a franchise network (brand, know-how, and training);
• Understand the legal framework of the commercial policy of a network: pricing policy, prices, products, sales on the Internet, liability,
Allow students to identify legal risks and their challenges within a network;
Understanding the contractual operation of franchise networks: creation, implementation, management.
- Introduction to contract law
- Practical case on the implementation of a network, and tables on different types of networks
- Brand availability
- Price policy in networks and competition law
- Exclusive purchase agreement
The objective of this course is to understand :
• The highlight about franchise contract (formation + execution + termination)
• The highlight about legal methodology (practical case, analysis of jurisprudence)
• Search on juridical websites (Dalloz, Légifrance…)
• Read an article (commercial Code, civil Code…)
• Read a juridical decision
• Understand juridical notions through franchise network
• Solve a practical case by juridical methodology (syllogism, articles…)
- Introduction to contract law + introduction to franchise contract
- Franchise & social law
- Franchise & competition law
- Franchise & intellectual property law
- Franchise & bankruptcy law
The objective of this course is to discuss new trends in franchising, retail and service chains.
The objective of this course is to discuss the feasibility and advancement of the Master dissertation.
Develop analytical capabilities
Develop thinking rigor
Follow up of students and their dissertation
The objective of this course is to discuss the internship search and carreer evolution.
Follow up of students and their internship search
Tuition fees for the academic year, inclusive of 300 hours of French classes, is 6500 EUROS. This does not include affiliation to the French student social security scheme (217 € for the 2017-2018 academic year) and other living expenses.
This Master is also accessible to French students attracted by international franchising, retail and service chains and willing to have their last year of studies in English in a multicultural environment. CONTACT US FOR TUITION FEES.
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