Marketing

Marketing in a complex and changing world

1st

Regional Marketing & Digital Marketing programme - Eduniversal 2023

10th

French Marketing programme - Eduniversal 2023

Admission level

From Bachelor's degree - 3 years to Bachelor's degree - 4 years, Validation of Personal and Professional Experience (VAPP)

Campus

MarseilleBordeauxParis

Degree

MSc, Master of ScienceDiploma recognised by the French Ministry of Higher Education

Format

Full Time

Intake

September 2024

Language

English

1st

Regional Marketing & Digital Marketing programme - Eduniversal 2023

10th

French Marketing programme - Eduniversal 2023

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MSc Marketing

The MSc Marketing blends academic excellence and professional relevance for aspiring marketing professionals. Tailored for those with at least 3 years of prior university education, it aligns with industry expectations, making graduates highly employable. The programme offers tailored tracks to suit individual interests, fostering a relevant and industry-specific learning experience that provides a gateway to a rewarding career in marketing. The collaborative design with leading companies enhances practical applicability within each course, and ensures graduates are equipped for diverse marketing roles. This MSc stands as a dynamic and responsive programme preparing students for success in this ever-evolving landscape.

KEDGE Business School's Master of Science in Marketing is a double degree programme. It delivers a Master of Science accredited by the conférence des grandes écoles (CGE) and a diploma recognised by the French Ministry of Higher Education.
  • Programme overview
  • Cutomer Experience Management Track
  • International Marketing Track

Learn more about KEDGE's specialised marketing MSc with Louise Canning, associate marketing professor.

campus of Bordeaux

Dominique BILLON

Head of MSc Marketing

The key to marketing in a complex and changing world

"Marketing careers and skills must keep pace with the major and sometimes conflicting changes in our environment: digital technologies and the development of a collaborative culture that transforms the consumer into a consumer-actor, belonging to multiple tribes on an affinity and emotional basis, the emergence of more responsible marketing that takes into account transitions (ecological, energy, etc.), new forms of competition based on the creation of open ecosystems involving business partners. These changes are reflected in the MSc Marketing courses thanks to the commitment of our research professors and the many companies that are part of the KEDGE ecosystem. The "Learning by Doing" dimension is omnipresent: business games, case studies developed in partnership with companies, digital certifications, etc. Finally, all students, supported by the teaching staff, take part in Discovery Days: two days off campus to visit companies, meet managers, and take part in workshops organised by organisations from the worlds of technology, fashion, luxury, leisure, etc. Our entire team shares the same ambition: to help students be at the cutting edge of their expertise and succeed in their future career paths."

Dominique Billon, head of the programme

Programme's Labels : Bienvenue en France

Programme highlights

This MSc is strategically designed to equip students for 80% of all marketing professions. The high employability is attributed to the programme's innovative and flexible core with 4 distinct specialisations, taught in English, allowing students to tailor their educational journey based on individual preferences and aspirations:

  • Brand Management (Bordeaux or Marseille campuses)
  • Negotiation & Key Account Management (Bordeaux campus)
  • International Marketing (Paris campus)
  • Communication and Event Management (Marseille campus - Partly taught in French)

Regardless of the track chosen, students receive targeted training, aligning their education with specific industry needs. English proficiency is considered a crucial requirement in marketing, and it is an integral part of the curriculum.

Three distinctive learning methods are used to provide a well-rounded and impactful educational experience:

  1. Engagement with top academic faculty: The distinguished faculty comprises members of the KEDGE BS "Marketing Centre of Research", among Europe's best-known. Their engagement contribute to advancing marketing knowledge and practices, involving students in cutting-edge research and empowering them to stay at the forefront of marketing innovation.
  2. Lectures by industry experts and professionals: Complementing academic insights, lectures are delivered by industry experts and seasoned professionals in each module. They share their wealth of expertise and real-world experiences directly with students, offering valuable perspectives that enrich the academic curriculum.
  3. Practical work experience for applied learning, prioritised to enable students to create, apply, and analyse marketing concepts in real-world scenarios: concrete case practices, business projects, company visits, FabLab sessions, etc... Immersing in practical applications, they gain valuable insights and skills that go beyond theoretical knowledge.

By combining these learning methods, the training not only provides a comprehensive education but also ensures that students are well-prepared for the practical challenges of the industry.

The programme thrives on a network of companies, enriching practical knowledge and engaging students in real-world research. Partner companies, including renowned names like Danone, Cultura or Procter & Gamble, actively contribute to programme development, ensuring a comprehensive education aligned with industry practices. This collaboration enhances the overall learning experience, providing students with valuable insights and practical exposure in their chosen field.

Future KEDGE graduates gain access to resources including a dynamic network of 2800 marketing alumni. This serves as an incubator and accelerator, actively supporting entrepreneurial ventures and fostering global connections, and extending far beyond the academic realm, offering continuous support. Whether you're an undergraduate, a professional seeking a new entry point or research resources, the alumni enrich your journey and open doors to global opportunities.

Skills developed

Adopting a proactive "time to market" mindset is vital in an industry characterised by rapid changes, demanding a proactive stance towards innovation and continuous improvement. Understanding that best practices can quickly become outdated, development cycles have shortened, focusing on iterative processes and highlighting the "test, learn, and amplify" approach. Throughout the postgraduate course, the adaptable mindset recognises the importance of agility, ongoing testing of strategies, learning from outcomes, and amplifying successful approaches.

In marketing, technical skills form an essential foundation for success. This MSc, designed to meet the evolving needs of the industry, places a strong emphasis on integrating technical proficiency. Through carefully crafted courses and modules on tools of creation, collaboration, and analysis, students not only acquire valuable credits but also embark on a journey towards entry into the professional environment. This commitment extends from the pre-master phase with the pre-specialisation year, to the last year consolidating technical expertise that future graduates will navigate in the dynamic landscape of marketing.

In the era of big data, marketers must employ analytical skills honed through postgraduate study, such as the MSc Marketing at KEDGE. This prowess is gained through courses focusing on data analysis and language interpretation with an overarching goal: to consistently improve the customer experience and actively contribute to innovation efforts within the domain. All along the curriculum, participants work towards refining their analytical skills, ensuring they can navigate complex datasets, interpret diverse information, and make informed decisions that shape the future of marketing.

To equip students with digital marketing skills, the course of study allows to immerse themselves in Le Wagon's intensive 9-week fullstack programme in Bordeaux. This experience allows them to achieve a dual qualification by integrating the web developer/developer certification (RNCP Level II) with the KEDGE MSc. This opportunity is facilitated through strategic partnerships with two esteemed collaborators: the MOOC Agency, recognised for innovative teaching methods, and Le Wagon, a leading coding school. Students hence gain practical coding skills, adding significant value to the programme.

Prepare for the emerging marketing trends with KEDGE's Marketing MSc

KEDGE's Marketing MSc is designed to equip students for the latest industry trends and future challenges. Taught in English, the programme begins with adaptive learning; class requirements cover essential management aspects and focus on team dynamics, inclusivity, and ecological considerations. It then delves into marketing expertise through pre-specialisation courses, preparing students for real-world challenges. The curriculum seamlessly integrates English language proficiency as a crucial component, providing students with the necessary language skills for success in their course.

Emphasizing an integration of theory and practice, the programme facilitates an impactful transition through an impact project, a 6-month internship, and a final dissertation, showcasing students' marketing expertise. Real-world application is enriched through corporate projects, case studies, and a comprehensive skill set, including language proficiency, hard skills, and global exposure. Advanced content in key marketing competencies and digital skills certifications further enhance students' readiness for the diverse marketing landscape.