International Students Coordinator
+33 2 23 23 47 92
Applications are now open.
Deadline for applications: May 30, 2020.
September 3, 2020
End of academic year:
October 31, 2021 (including internship period)
Center in Franchising Retail & Service Chains
The Master 2 Marketing - Franchising, Retail & Service Chains 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).
The Master 2 Marketing - Franchising, Retail & Service Chains presents several assets among which the following ones:
This Master's degree, with all the courses taught in English, makes it possible to study in a multicultural environment through interactions and group work involving foreign students on the one hand, and to focus on the international dimension of the development of franchising, retail & service chains on the other hand.
Franchising, retail and service chains are particularly dynamic in retailing (ready-to-wear, cosmetics, specialized food, etc.), services (hairdressing, homecare services, business services, etc.) and the social sector, whether in France or abroad.
Learn more about franchising, retail & service chains:
French Franchise Federation
Fédération du Commerce coopératif et Associé
International Franchise Association
The Master 2 Franchising, Retail & Service Chains offers various career opportunities, in different types of chains (franchising, cooperatives and associated businesses, brand licensing, partnership, branch offices…), in France and abroad, and more specifically in the following areas:
The program lasts 12 months, from September to September and includes about 340 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 as well as a practical-oriented approach with case studies based on real company issues, role plays, etc.
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. A workshop with the French Franchise Federation is also organized.
The courses given as part of the Master 2 Franchising, Retail & Service Chains deal with the management, development, marketing, engineering and strategy of retail and services chains; they are organized as follows:
Please note: in a process of continuous improvement, training contents is subject to possible changes.
- 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
Students should hold a 4-year Bachelor’s, or a Master 1 or Master 2 (Marketing, Management, Economics, Law or other) or a 4 or 5-year business school diploma
Students meeting the selection criteria (previous studies and results, working experience, internships, motivation and candidate’s professional project in the franchise and chain sectors), and demonstrating adequate English proficiency will be pre-selected to attend an interview, after which a final decision will be notified.
Tuition fee for the academic year 2020-2021 is 6 990 EUROS.
Included in this tuition fee:
Not included in this tuition fee:
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.
French students pay for regular tuition fees, as they benefit neither from the French language course nor from the specific tutoring awarded to international students.
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