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Master Geomarketing

Course Details

Objectives : The objective of the Geomarketing Master in apprenticeship is to train students to understand the differences between territories, to analyze the behavior of actors in space and to decision-making tools relating to the characteristics. spatial markets, localization strategies for businesses and administrations, territorial marketing policies and the economic development of communities.

Geomarketing or spatial marketing is one of the branches of marketing, and consists of analyzing the behavior of economic individuals taking into account notions of space. Geomarketing is present in various applications, such as studies of catchment areas (commercial attraction area of ??a point of sale), commercial location studies, potential studies, sectorization, optimization of marketing resources direct mail (direct mail, phoning, ISA ...), network optimizations, etc. Geomarketing frequently uses geographic information systems (GIS) to process geographic data using computer tools. Anglo-Saxons use the term Location Business Intelligence, more appropriate when the approach concerns marketing; but the discipline also applies to spatial planning in the context of socio-economic studies.

The problems of setting up public and private activities (shops, supermarkets, agencies, tourist activities, transport networks, post offices, healthcare services, airports, etc.) constitute a major issue of the quality of the service offered vis-à-vis to customers. The creation of networks of points of sale or agencies constituting a heavy and long-term investment, it is therefore a question of geographically defining the demand and promoting accessibility to services and their availability, while controlling costs. location and number of infrastructures to be created. Geomarketing is therefore in a way the art of analyzing the demand for a given category of service or a given sector of activity and of responding to it optimally by advising the manager on the decisions to be made in terms of the locations of his activities, characteristics of the service to be offered, price or even promotion at the level of a territory. The sectors interested in this discipline combining the sciences of geography and marketing are very numerous: distribution, commerce, transport, tourism, banking, insurance, telecoms, industries ...

Degree Level (EU) : 7 - (EQC level or equivalent)

Acquired skills during the training : The Master closely combines training in disciplinary knowledge with methods of knowledge and analysis of territorial strategies and mastery of tools (geographic information systems [GIS], databases, cartography, etc.):

interdisciplinary knowledge in socio-economic geography, spatial economics, company geo-organization, marketing and development policy for different types of territories;
implementation of GIS solutions including at the same time the concepts, the methods of analysis and the tools (in particular the software: Geoconcept, ArcView and Mapinfo), the methods of statistical analysis and the decision support tools of establishment and development;
strategic commercial, industrial, service, development and territorial marketing studies and become part of a project group or lead it;
define and analyze the catchment areas of points of sale and service;
optimize the location of stores, commercial networks and public activities (transport, hospitals, airports, etc.);
organize advertising campaigns in the field;
forecasting revenue from future business activities;
assign geographic sectors to salespeople (spatial sectorization);
define geographic areas of concessions;
analyze attendance or sales taking into account the spatial variable (geographic segmentation of a particular clientele).

Targeted careers : The targeted profession is that of spatial marketing specialist or geomarketer, providing students with methods of expertise and decision support on the spatial characteristics of markets, localization strategies of companies and administrations, marketing policies. territorial and economic development of communities. The opportunities are many and varied:

in businesses, mainly in the mass distribution, commercial chains, bancassurance, telecoms, automotive, energy, health, transport, business real estate, tourism sectors;
in local communities (municipalities, general council, etc.);
in public administrations (DDE, DRE, DRIRE ...) or parastatal (CCI, chambers of trades or agriculture, etc.).

Duration and terms : 2 years

Partnerships with national organisations : CFA Sup 2000

Dedicated web site : https://www.iae-eiffel.fr/formation/mail-des-meches/master-geomarketing

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