From terroir to global business
More than a series of visits, the French Touch Tour is built as a hands-on learning experience where MSc International Business students are placed in direct contact with companies, allowing them to observe, question and analyse how organisations operate, make decisions and position themselves in global markets. Throughout the programme, they explored a wide diversity of sectors, reflecting the richness of the French economic landscape.
In the wine industry, students visited emblematic estates such as Château Smith Haut Lafitte and Château Lamothe, where they discovered how tradition, innovation and sustainability combine to build internationally recognised brands. From production to marketing and export strategy, these visits highlighted how heritage-driven sectors remain highly competitive on a global scale. They also engaged with organisations such as CIVP - Vins de Provence, gaining further insight into how regional identities are structured and promoted internationally, and how strategic choices in branding and distribution support long-term positioning.
The programme further expanded this perspective with a visit to Maison Meneau, offering a different lens on the food and beverage sector. Students discovered how a family business leverages innovation and product development to diversify its portfolio, while adapting to evolving consumer expectations and international markets.
From industry 4.0 to global supply chains
The tour also provided strong exposure to industrial and technological environments. At Lectra, students explored how industry 4.0 is transforming sectors such as fashion, automotive and furniture, gaining a concrete understanding of how digital tools reshape production processes and value chains.
Through visits to companies such as Moteurs Baudouin, they discovered the realities of industrial B2B markets, where performance, reliability and speed of execution are critical. These exchanges offered a different perspective on marketing and strategy, highlighting the complexity of global distribution networks and long-term client relationships.
Students also deepened their understanding of global logistics through interactions with CEVA Logistics, where they explored supply chain operations, international coordination and the wide range of roles available in this field.
Digital, services and international expansion
The French Touch Tour also highlighted the transformation of business models in a globalised and digital economy. At Atos, students engaged with professionals across consulting, operations and management, exploring career opportunities in the tech sector and the challenges faced by international organisations. Through exchanges with global players such as Google, they gained insight into digital ecosystems, AI-driven solutions and evolving sales strategies in highly competitive markets.
In the field of international services, a dedicated session with Turkish Airlines provided perspectives on brand development, sales and current challenges in the aviation industry. These discussions were complemented by exchanges with the French Foreign Trade Advisors network (CCEF), a key partner of the programme, which contributes expert-led KedgeX conferences throughout the year and supports students in developing their understanding of international trade.
Sessions with Business France further enriched this perspective, helping students understand how French companies expand internationally and discover concrete opportunities such as the VIE programme.
Innovation, strategy and high-value industries
The programme also offered students the opportunity to explore innovation-driven and highly strategic sectors. Through a visit to Back Market, they discovered how a French scale-up has successfully combined sustainability with a strong digital business model to position itself internationally.
In the aerospace sector, the visit to ArianeGroup provided students with a context in which to witness, examine, and critically reflect on the role of cross-border businesses in global strategic dynamics: an immersive experience to explore a highly complex industry, interact with experts and better understand the global challenges shaping the space sector today. It also illustrated how academic knowledge can be applied within cutting-edge industrial environments.
They also gained further insight into high-tech industries through interactions with companies such as Airbus Helicopters, reinforcing their understanding of global innovation ecosystems. Finally, at Sisley, students explored how an international brand manages its value chain from production to marketing, ethics and logistics, offering a comprehensive view of global brand strategy.
A learning experience designed for global careers
The French Touch Tour plays a central role in the MSc International Business pedagogy. By engaging directly with companies, students move from theory to application, developing a clearer understanding of how business concepts translate into real decisions and environments. This immersive experience helps them build both practical skills and a global mindset, preparing them to navigate complex international careers.
It also connects directly with the specialisation courses offered across all 3 campuses in the second part of the programme, which allow students to specialise in specific industries or regions: From luxury marketing to operations management and the wine industry, or doing business across key global regions such as Asia, the Middle East, Europe or the Americas, these courses are reinforced by the exposure gained during the French Touch Tour.
By aligning academic content with real company environments, the MSc International Business programme ensures a coherent and professionalising learning journey, where each experience contributes to building targeted expertise and strengthening students’ employability in an international context.
