Brand Content, Editorial Strategy & New Media - Work Study

Become a strategist capable of orchestrating a 360° media campaign

Work-study program available in: Bordeaux

› 12-month program compatible with professional activity and available as a work-study program (455 hours of in-person classes)

Next intake in October 2027

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Highlights

Consumers no longer enjoy traditional advertising. They block it online, avoid it on television, and ignore or delete it from their emails. This sense of saturation — and its consequences — is forcing brands to reinvent their communication strategies. The solution: content. Blogs, partnerships, articles, emails, podcasts, videos… the tools are endless. But this deployment must be built within a genuine brand content strategy, tailored to the needs and habits of consumers in the era of Marketing 4.0.

Specialized MBA Program

Objective(s):

The Specialized MBA in Brand Content, Editorial Strategy & New Media, available through work-study, is a high-level marketing program designed to:
› Develop new skills to manage a brand strategy within the digital ecosystem.
› Improve performance through an effective and innovative online presence.

Brand content and brand communication

› Fundamentals of journalism
› Sensory marketing and sound design
› Influencer communication, CSR and advocacy
› Green Marketing & CSR
› Storytelling and narrative communication

Digital marketing and communication

› Editorial typology and content campaigns
› SEO & web writing
› Rich Media
› Content management for applications
› Graphic culture
› Junior agency

New media

› Social media & social ads
› Influencer marketing / becoming an influencer
› Digital communication strategy
› Audiovisual production
› Podcasts
› Digital Battle

Professional preparation

› Art direction & creativity workshop
› Journalistic techniques applied to Brand Content
› New digital formats (Web series, AR, VR, Metaverse)
› Sector-specific insights
› Masterclasses

Real-world projects, immersion and partnerships

Real-world case studies:

Students enrolled in the Specialized MBA in Brand Content, Editorial Strategy & New Media will develop their skills alongside professionals through challenges, case studies and partnerships with brands and media throughout the program.

Dual expertise:

EFAP, the School of New Communication Professions, and EFJ, the School of New Journalism, combine their expertise, resources and networks to develop a program with a shared objective: to know how to design and manage an innovative and effective publishing strategy within the digital ecosystem.

Operational objectives / Skills targeted

› Develop a communication strategy.

› Implement a communication strategy.

› Manage internal and external communication teams.

› Manage a brand.

Methods used

› Courses taught by professionals currently working in the communication field.

› Real-world case studies provided by partner companies.

› Agency competitions, Masterclasses, Workshops…

Assessment methods

› Continuous assessment throughout the program and competency validation assessments.

Certification methods

› The award of the “Communication Manager” certification, Level 7 (equivalent to a Master's degree), is conditional upon the validation of all competency blocks.

› RNCP qualification "Communication Manager" Level 7 (equivalent to a Master's degree) awarded by EFAP: professional certification registered with the RNCP by decision of France Compétences on 06/26/2026 for a period of 5 years (RNCP 42474).

› In the event of partial validation, each competency block is acquired for life.

› No further study pathway / No bridging option.

Accessibility for people with disabilities
If you have questions about your ability to attend our programs, please contact us so that we can find suitable solutions: accessibilite\@efap.com

Results indicators – apprenticeship program

› Competency validation assessment presentation rate: N/A (first graduating class in 2028)

› Program completion rate: N/A (first graduating class in 2028)

› Overall employment rate 6 months after graduation (all jobs): N/A (first graduating class in 2028)

› Employment rate in the occupation targeted by the program 6 months after graduation: N/A (first graduating class in 2028)

› Further study rate: N/A (first graduating class in 2028)

› Institution added value: N/A (first graduating class in 2028)

› Program interruption rate: N/A (first graduating class in 2028)

› Apprenticeship contract termination rate: N/A (first graduating class in 2028)

Other indicators available on the following website: [https://www.inserjeunes.education.gouv.fr/diffusion/accueil](https://www.inserjeunes.education.gouv.fr/diffusion/accueil)

Download the full program brochure

Career Opportunities

Graduates are prepared to pursue careers across a wide range of sectors:

› Luxury
› Culture & Heritage
› Retail
› Tourism...

And across all types of organizations:

› Agencies
› Consulting firms
› Companies / brands
› Websites

Graduates can pursue a wide range of careers and positions:

› Communications Director
› Communications Officer
› Content Manager / Content Lead
› Brand Content Manager / Brand Manager
› Digital Communications Manager
› Omnichannel Communications Manager
› Web Marketing Manager
› Editorial Project Manager

› Digital Content Manager
› Web Project Manager
› Corporate Media Manager
› Social Media Strategist
› Social Media Manager
› E-Marketing Manager
› Digital Storyteller
› Community Manager
› Blogger / Influencer

Admission Requirements

Our Brand Content, Editorial Strategy & New Media program is open to:

Students holding a 4- or 5-year higher education degree (Bac+4/+5) in communication, seeking to complement their academic background with expertise in brand content and editorial strategy, while further strengthening their skills in digital communication and marketing.
Professionals working in the communication or marketing sector who wish to master the latest market trends and expand their knowledge of new communication techniques.
Journalists or journalism students aiming to increase their media’s influence and visibility online, manage content production, or lead brand journalism departments.

Admissions Process (Two Stages)

Eligibility: an initial screening based on the application file by the admissions committee.
Admission: shortlisted candidates are invited to an interview with the program director and/or an industry professional.

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Financing your studies