Master Marketing - Franchising, Retail & Service Chains

Program Director

Rozenn PERRIGOT


International Students Coordinator
Josiane DESILLE
igr.international-degree@univ-rennes1.fr
+33 2 23 23 47 92

Applications are now open.
Deadline for applications: May 31,  2021.

Classes begin:
September 1, 2021

End of academic year:
October 31, 2022  (including internship period)

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:

  • Diversity of job opportunities: Chain management, chain development, chain marketing, chain engineering, chain entrepreneurship, international franchising, business unit management.
  • Wide range of industries: retailing, services, social sector…
  • Multiple kinds of chains: franchising, independent associated retailing, partnership…
  •  International opportunities: Europe, developed countries, developing countries…
  • Benefits of the Center in Franchising, Retail & Service Chains: relationships with the partner companies, seminars with French and foreign experts, specific projects…
  • Focus on professionalization: business case studies, testimonials/talks of professionals, visits of companies…
  • Very good professional integration: in average, more than 90% of alumni are employed in less than two months after graduating
  • Multi-disciplinary approach to be familiar with the “culture of chain”: marketing, management, strategy, law, finance…
  • Complementarity of professors: faculty members and professionals, all experts in franchising, retail and service chains, representatives of the federations (FFF and FCA)…
  • International perspectives: multicultural learning environment, joint classes with the French students of the other group of the Master, talks/seminars of researchers of the International Society of Franchising…
  • Learning through research to develop reasoning and critical thinking: participation to workshops, preparation of a Master dissertation…

The Master 2 Franchising, Retail & Service Chains aims to prepare students to enter companies in franchising, retail and service chains (franchising, cooperatives and associated businesses, brand licensing, partnership, branch offices…) and experience a rapid career evolution.

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:

  • chain management (on-field consulting, franchisee training, sales event management…)
  • chain development (franchisee recruitment, store location, real estate prospection, franchise concept promotion…)
  • chain marketing (brand marketing, merchandising, external and internal communication, community management…)
  • chain engineering (consulting specialized in franchising, franchising project management…)
  • chain entrepreneurship (franchisee, independent associated retailer, partner, franchisor…)
  • international franchising (global expansion manager, international retail director, master franchisee…)
  • business unit management (store manager, service unit manager, district manager…)

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.

Please note: in a process of continuous improvement, training contents is subject to possible changes.

 

Master 2

  • Objectives

    – Measure the importance of chains in the development of brandnames
    – Identify the different organizational forms
    – Understand the specifications of franchise

    Skills to be acquired

    – 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

    Program

    – 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

    Objectives

    The objective of this course is to discuss the key aspects of the franchisor/franchisee relationship.

    Skills to be acquired

    Develop analytical capabilities
    Elaborate documents to facilitate chain management

    Program

    – Business know-how
    – Organizational know-how
    – Values in franchising

    Objectives

    Develop students’ awareness of spatial marketing issues
    Use of digital mapping tools in companies
    Localization model as part of a network deployment

    Skills to be acquired

    Use of digital mapping tools
    Definition of a sales potential based on a modeling of the trade area

    Program

    – The importance of location to retail companies
    – Type of retail locations
    – Define a trade area
    – Retail location decision process

    Objectives

    The objective of this course is to discuss franchisor strategies and practices in terms of marketing and Internet.

    Skills to be acquired

    Develop analytical capabilities
    Elaborate documents to facilitate chain marketing
    Design adequate contents
    Manage bad buzz/crises

    Program

    E-commerce
    Social media
    Bad buzz
    Online communication towards franchisee candidates
    Corporate Social Responsibility

    Objectives

    The objective of this course is to discuss chain engineering, for instance in terms of resale pricing in franchise chains, chain acquisition, etc.

    Skills to be acquired

    Develop analytical capabilities
    Convince people
    Manage crises

    Program

    Resale pricing
    Chain acquisition

    Several level groups of French as a foreign language are organized at the beginning of the session, allowing each group to have specific objectives depending of the level of French, from total beginners to students with already a B2 level, needing more business-related contents. Students will benefit from specific tutoring both for oral, grammatical and written skills.

    Visits, cultural and daily life activities or discoveries are included in the course.

  • Objectives

    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.

    Skills to be acquired

    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.

    Program

    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

    Objectives

    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.

    Skills to be acquired

    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

    Program

    • 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)

    Objectives

    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,

    Skills to be acquired

    Allow students to identify legal risks and their challenges within a network;
    Understanding the contractual operation of franchise networks: creation, implementation, management.

    Program

    – 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

    Objectives

    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)

    Skills to be acquired

    •    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…)

    Program

    – Introduction to contract law + introduction to franchise contract
    – Franchise & social law
    – Franchise & competition law
    – Franchise & intellectual property law
    – Franchise & bankruptcy law

    Objectives

    The objective of this course is to discuss new trends in franchising, retail and service chains.

    Skills to be acquired
    • Develop analytical capabilities
    • Convince people
    Program
    • Franchising in the social sector
    • New trends in franchising, retail and service chains (according to chain news)

    Objectives

    The objective of this course is to discuss the feasibility and advancement of the Master dissertation.

    Skills to be acquired

    Develop analytical capabilities
    Develop thinking rigor

    Program

    Follow up of students and their dissertation

    Objectives

    The objective of this course is to discuss the internship search and carreer evolution.

    Skills to be acquired

    Develop analytical capabilities
    Develop thinking rigor

    Program

    Follow up of students and their internship search

    Several level groups of French as a foreign language are organized at the beginning of the session, allowing each group to have specific objectives depending of the level of French, from total beginners to students with already a B2 level, needing more business-related contents. Students will benefit from specific tutoring both for oral, grammatical and written skills.

    Visits, cultural and daily life activities or discoveries are included in the course.

 

ADMISSION REQUIREMENTS

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

Tuition fee for the academic year 2021-2022 is 6,990 €.

Included in this tuition fee:

  • regular Master fees : 950 € for non-UE students / 243 € for UE students
  • specific training fees for this program taught in English, including lectures taught in English, specific seminars with international professors, specific tutoring and French as a foreign language (240 hours).


Not included in this tuition fee:

  • 92 € for CVEC tax (Student and Campus Life Contribution)
  • Accommodation, living and transport expenses.

This Master is also open 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 and international French-speaking students are welcome to contact us for more information on the fee applicable to their situation.

ADMISSION PROCEDURE

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