Master Marketing Innovation et Territoires
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Master’s Years 1 & 2 Innovation and Territorial Marketing (MIT)

Master’s Years 1 & 2 Innovation and Territorial Marketing (MIT)

The Master’s degree in Innovation and Territorial Marketing (MIT) offers a specialization in the fields of territorial marketing, tourism and innovation. The goal is to support the various regional stakeholders (local governments, large corporations, startups, accommodation providers, business incubators, etc.) in their economic development by training marketing specialists capable of enhancing their appeal and commercial success on an international scale.

The program places significant emphasis on the ecological, digital, economic and social transition challenges faced by businesses, public entities and regions as a whole. Professional challenges and projects (such as “Territoires Engagés” in the first year and “Le mètre Carré” in the second year) connect students with local businesses to assist them in formalizing their marketing strategies and establishing sustainable business models.

The MIT Master’s program is supported in terms of research by the International Chair on Smart City Uses and Practices.

Web marketing training (e-CRM and big data, web tools, e-tourism, digital marketing) therefore plays a central role, with a particular emphasis on the design and management of smart, connected and service-oriented cities (smart cities). This program also draws on unique expertise developed within the “Lab Entreprendre” and Montpellier Research in Management (MRM) in the development of new innovative businesses (Montpellier’s Business Innovation Centers are frequently ranked among the top 5 worldwide).

Please note: the first year of the master’s program is not available as a work-study program.

MOMA

Why choose this Master ?

  • A diverse faculty composed of academics and professionals
  • Constant interaction with the professional world
  • A selective program limited to 20 students per class
  • Professional projects (marketing research, event planning, developing a communication strategy, etc.)
  • A 4 to 6 months internship
  • A work-study program combining company and university training (professional training contract or apprenticeship) in the second year of the Master
  • Duration
  • Certification
  • Level
  • Location
    Campus Richter, Montpellier
  • ECTS credits
    300 crédits

Who is this for?

The Master MIT is ideal for people who wish to specialize in territorial development and revitalization through innovative marketing strategies. This program equips students with key skills in regional marketing, innovation management and the analysis of economic and social dynamics, enabling them to design and lead projects tailored to the specific challenges of their regions.

Application requirements

The Master 1 & 2 Innovation and Territorial Marketing (MIT) is one of the master’s degrees in the field of Marketing & Sales. Students can join this program in the first or second year.

The Master 1 is open to students who hold a three-year degree in business administration, management, economics, etc. (Bachelor’s degree, BUT, business school, or equivalent) and have earned 180 ECTS credits.

The Master 2 is open to:

  • students who have completed the Innovation and Territorial Marketing (MIT) from Montpellier Management (no application or interview required)
  • holders of a four-year degree in business administration, management, economics, etc. (Master’s degree, business school, or equivalent) validated by the completion of 240 ECTS credits
  • professionals with proven experience in the field (VAE, VAPP)

Selection is based on an application and an interview.

Foreign students who are not members of the European Union and do not have a French degree must first submit an application to CAMPUS France. Applications will only be reviewed once this formality has been completed.

If you are enrolled in continuing education, please visit this page.

Duration and rythm

The master’s program lasts two years, from M1 to M2. Students can enter the master’s program in the first or second year.

Objectives

The Master aims to train experts in territorial, tourism and innovation marketing.

Graduates will be able to meet the needs of local public and private stakeholders by using the latest marketing tools to more effectively reach their various target audiences: tourists, residents, businesses, investors and research organizations.

Through this program, students will acquire the following skills (scientific, professional, methodological, etc.):

  • Develop a marketing plan for a local government
  • Design a tourism product
  • Organize direct marketing campaigns
  • Create a web marketing plan (website, social media, email marketing, etc.)
  • Conduct an offline or online communication campaign
  • Conduct qualitative or quantitative market research
  • Build a database and manage customer relationships (CRM)

Program

SEMESTRE 1 (30 ECTS)

UE1 – Élaborer/Formaliser une stratégie marketing (12 ECTS)

  • Management stratégique (3 ECTS)
  • Marketing stratégique (5 ECTS)
  • Culture numérique (4 ECTS)

UE2 – Développer des insights marchés (13 ECTS)

  • Comportement du consommateur (5 ECTS)
  • Méthodes Qualitatives (4 ECTS)
  • Méthodes Quantitatives (4 ECTS)

UE3 – Maîtriser son environnement marketing et commercial (5 ECTS)

  • Droit du marketing (3 ECTS)
  • Anglais des affaires (2 ECTS)

SEMESTRE 2 (30 ECTS)

UE4 – Développer la relation client multicanale (5 ECTS)

  • Stratégie client (3 ECTS)
  • Management des équipes marketing et commerciales (1 ECTS)
  • Vente et négociation (1 ECTS)

UE5 – Opérationnaliser sa stratégie marketing (6 ECTS)

  • Brand management (cours en anglais) (3 ECTS)
  • Techniques de segmentation et de positionnement (1 ECTS)
  • Outils du marketing digital (2 ECTS)

UE6 – Mettre en œuvre une stratégie de développement du territoire (9 ECTS)

  • Marketing territorial (3 ECTS)
  • Management des destinations touristiques (3 ECTS)
  • Marketing de l’innovation (3 ECTS)

UE7 – S’intégrer dans la vie professionnelle (niveau 1) (10 ECTS)

  • Séminaire transversal 2 – conférences professionnelles (1 ECTS)
  • Projet professionnel 1 (2 ECTS)
  • Anglais des affaires (2 ECTS)
  • Mémoire (de stage/de recherche) (5 ECTS)

UE Facultatives

  • Sport
  • Engagement étudiant

SEMESTRE 1 (30 ECTS)

UE1 – Maitriser les enjeux pratiques, théoriques et éthiques du marketing (8 ECTS)

  • Méthodologies d’étude et de recherche approfondies (2 ECTS)
  • Nouvelles perspectives de recherche en Marketing (4 ECTS)
  • Séminaire transversal 3 – Ethique et responsabilité professionnelle (2 ECTS)

UE2 – Élaborer des innovations technologiques et sociétales (22 ECTS)

  • Stratégie d’innovation (5 ECTS)
  • Techniques de créativité et d’innovation (5 ECTS)
  • Développement durable et innovation (5 ECTS)
  • Management de projet de smart city (7 ECTS)

SEMESTRE 2 (30 ECTS)

UE3 – Mettre en œuvre une stratégie numérique dans le tourisme (9 ECTS)

  • Stratégie digitale et e-tourisme (3 ECTS)
  • Outils et pratiques numériques (3 ECTS)
  • Art, culture et numérique (3 ECTS)

UE4 – Valoriser le territoire et ses produits au niveau international (9 ECTS)

  • Commercialisation de produits “made in” et de terroir (3 ECTS)
  • International marketing and trade (cours en anglais) (3 ECTS)
  • Communication territoriale (3 ECTS)

UE5 – S’intégrer dans la vie professionnelle (niveau 2) (12 ECTS)

  • Projet Professionnel 2 (4 ECTS)
  • Mémoire stage Master 2 (8 ECTS)

UE Facultatives

  • Sport
  • Engagement étudiant

Access conditions

To apply for a Master 1, go to Mon Master website.

To apply for a Master 2, go to E-Candidat website.

To find out the application periods and access the website, click on the red “Apply” button.

Tuition fees

For students who do not receive scholarships, the registration fees are as follows:

  • Master’s degree: €254 for the 2025/2026 academic year (this fee includes diploma fees, tuition fees, and university library membership).

For students receiving scholarships who provide proof of conditional notification at the time of registration, no registration fees will be charged. The CROUS will pay the registration fees owed to the institution through the scholarships allocated to the student.

In addition, all students enrolled in initial training at a higher education institution must pay the Student and Campus Contribution (CVEC) before registering. This can be done online at cvec.etudiant.gouv.fr.

Additional informations

A disability representative is there to welcome you, provide you with information and implement a certain number of arrangements to facilitate your studies and reduce the disability situations you may encounter.

At Montpellier Management, more than 50 teacher-researchers and 600 external speakers transmit their knowledge to our students, combining academic knowledge and field experience.

Student assessment is based on a system of partials and continuous assessment, combining individual and group projects, thus guaranteeing the progressive acquisition of the skills necessary to obtain a state diploma.

The training takes place at Montpellier Management, Espace Richter, rue Vendémiaire, 34960 Montpellier.

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