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The launching of a new course by a school or an institution is an initiative that requires prior reflection before being effective. Once the decision to launch a new programme has been taken, a marketing strategy must be found that will contribute to the success not only of the start-up but also of the operation of the new programme in the long term. As the Institut Supérieur de Management is a growing enterprise, which consequently leads to the creation of new training specialities within it, our study on : Our study on "Marketing strategy for the launch of the Master CCA" will allow our school to enhance its development and expansion by optimising the chances of success of its new products or new training options, in this case the Master CCA. In order to better understand our work, it would be wise to first present our structure (ISMA) before dwelling on our actual subject.