What sets the initiative apart is its campus-led approach. Rather than replicating the same experience across locations, each campus builds its own programme around the strengths of its regional business environment. The result is three distinct industry perspectives, aligned with the different tracks of the MSc.
Bordeaux explores experience-driven and impact-led growth
In Bordeaux, the focus has ranged from large-scale live events to circular tech innovation. At Arkéa Arena, students step behind the scenes of one of the region’s major entertainment venues to understand what delivering a seamless customer experience really involves. From commercial partnerships and venue strategy to the operational choreography of major events, the visit reveals the complexity behind what audiences simply experience as a night out. At Back Market, attention turns to scale and sustainability. Inside the offices of the fast-growing refurbished tech marketplace, students explore how a business built on circular economy principles balances brand positioning, global communications and rapid international expansion. Conversations with marketing leaders, including a KEDGE graduate, bring the strategy to life. Other companies, including Lectra and the Cité du Vin, further widen the lens on the sectors represented within the Bordeaux track.
Paris focuses on brand power and strategic storytelling
In Paris, Discovery Days place students at the heart of creative and purpose-led brands. At BETC, one of France’s leading agencies, they gain a clearer picture of how major campaigns are conceived, shaped and delivered for international clients. Beyond the creative output, the emphasis lies on strategic thinking, client relationships and long-term brand positioning. At VEJA, the discussion shifts to responsible growth. Students examine how sustainability, retail strategy and brand identity combine to support global expansion, offering a grounded look at what it takes to scale a values-driven business.
Marseille turns to sector expertise and consulting insight
Marseille’s Discovery Days will soon bring a different set of perspectives. At Château Sainte-Roseline, students will explore the particular marketing challenges of the wine industry - where regulation, heritage and brand storytelling must work in balance. With additional input from the CIVP, the session will also touch on market trends and sector dynamics. An immersion at Sopra Steria Next will introduce students to strategic consulting, with real client examples illustrating how marketing thinking feeds into broader transformation and business strategy projects, and how these pathways can translate into internships and career opportunities.
A sharper understanding of how marketing works in practice
Discovery Days are not simply visits; they are structured encounters with the realities of business. Students question, challenge and observe at close range, gaining insight that cannot be replicated in lectures alone. By anchoring each campus experience in its surrounding economic landscape, the MSc Marketing ensures that industry exposure is not generic but deliberately differentiated. Students leave with a clearer sense of how marketing operates across sectors - and where they see themselves within it.
