Marketing

Marketing in a complex and changing world

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Curriculum "Marketing"

Admission level

Degree

Short Track

Admission level:

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

 
Master of Science (MSc)

16,900€ - 1 year

Degree:

MSc, Master of Science

Long Track

Admission level:

Bachelor's degree

Regular Pathway

8,900€ - 1 year

Master of Science (MSc)

16,900€ - 1 year

Degree:

MSc, Master of Science

CONDENSED TRACK

Admission level:

Bachelor's degree

Fast Pathway

8,900€ - 4 months

Master of Science (MSc)

16,900€ - 1 year

Degree:

MSc, Master of Science

Short Track

Intake : January

Admission level :
Bachelor's degree - 4 years Validation of Personal and Professional Experience (VAPP)
Duration :
1 year
Degree :
MSc, Master of Science
Campus :
Marseille Bordeaux Paris
Format :
Full Time
Language :
English

Master of Science (MSc)

Duration :
1 year
Campus :
Marseille Bordeaux Paris

The MSc Marketing is designed to give students the opportunity to access to 80% of the marketing jobs through advanced core courses and a choice of 4 elective expertise tracks targeted to develop specific competencies (jobs or areas).

CORE COURSES

Advanced content to develop key marketing skills:

  • Culture, consumption and marketing
  • Strategic Brand Management
  • Digital marketing
  • Sustainable Marketing
  • Marketing Decision Making

1 specialisation track to select among the following list:

  • Applied Neuroscience Psychology for Analysing Customer Experience (Marseille)
  • Data Analytics and Artificial Intelligence (Bordeaux, Marseille, Paris)
  • Luxury Experience Management (Bordeaux, Paris)
ELECTIVE EXPERTISE TRACKS (EET) OF YOUR CHOICE

Specific focus on expertise targeted on specific occupations or sectors.

You must select an EET of your choice, 4 available for the 2022-23 school year:

BRAND MANAGEMENT - Bordeaux & Marseille

• Experiential branding & consumption
• Product Manager
• Communication & creative strategy
• Building a community around a start-up brand
• Trade & in-store marketing
• Advanced Quantitative Methods
• Data analytics & user behavior
• Sales Negotiation & Leadership
• Advanced qualitative & quantitative methods (for all students entering directly to the specialisation year)

KEY POINTS

- Live case study with world-class brands

NEGOTIATION & KEY ACCOUNT MANAGEMENT - Bordeaux

• Selling to business customers
• Key account management by objectives
• Digital transformation in selling
• B2B relationships in retail
• CRM cloud based solutions including salesforce
• Legal framework of international business transactions
• Qualitative and quantitative research (for all students entering directly to the specialisation year)

KEY POINTS

- To take opportunities in BtoB businesses
- Case study with industry leaders
- Salesforce (CRM application) training

COMMUNICATION & EVENT MANAGEMENT – Marseille*

• Communication strategies (FR)
• Experiential branding & consumption (EN)
• Communication & creative strategies (EN)
• Comunication and e-sport (FR)
• Project management for events (FR)
• Video creation (EN)
• Qualitative and quantitative research (for all students entering directly to the specialisation year)
• Building a community around a start-up brand (FR)

KEY POINTS

- Case studies with industry leaders in communication
- Strong involvement with stakeholders in the sports industry
- Project management in groups

INTERNATIONAL MARKETING - Paris

• Cultural branding and communication on global markets
• Market intelligence in global markets
• International channel strategies
• Negotiation in an international context
• Creative thinking & methods
• Intercultural management
• Qualitative and quantitative research (for all students entering directly to the specialisation year)

KEY POINTS

- A cultural perspective of marketing & consumption
- A managerial approach of international
marketing strategies & business development
- A better understanding of consumers at the cultural level
- Live Case study
- Case studies with world class brands

Digital Skills Certifications
Develop the digital skills essential to any marketing manager: a customizable training course to prepare for professional certifications:

- Coding Skills - Level 1 & 2 with Le Wagon
- Introduction to Data Science with Le Wagon
- Google Analytics
- Adobe Photoshop (TOSA)
And more …

6-MONTH INTERNSHIP ABROAD OR IN FRANCE

FINAL DISSERTATION

Long Track

Intake : January

Admission level :
Bachelor's degree
Duration :
2 years
Degree :
MSc, Master of Science
Campus :
Marseille Bordeaux Paris
Format :
Full Time
Language :
English

Regular Pathway

Format :
Full Time
Duration :
1 year
Language :
English
Campus :
Marseille Bordeaux Paris
Admission level :
Bachelor's degree

This year allows you to acquire managerial skills, to develop a real expertise and to learn to innovate and create in order to launch tomorrow's business.

SEMESTER 1

Manager Skills

  • Introduction to business management (Fast Track for Non-Managers)
  • Strategic management
  • Financial performance management
  • Business & sustainability
  • Public speaking 
  • Data management
  • Visual communication & Design
  • Hard skills
    • TOSA Excel
    • TOEIC
    • Orthodidacte
  • English/French as a foreign language

Expert skills

- Marketing
- Digital experience
- Marketing Studies

SEMESTER 2

INNOVATIVE & ENTREPRENEURIAL SKILLS

-Innovation management and entrepreneurship

-Complexity Management

-Coding skills

-Corporate project

CORPORATE PROJECT

A consultancy mission on a real and current issue of a company. Corporate projects enable participants to gain valuable hands-on experience of business conduct and strategy and deal with the practical complexities. Students are guided by their KEDGE tutor throughout the project. The assignment is done in groups of 4 to 5 students. A combination of collective and individual work. Final presentation in front of the corporate and KEDGE tutors.

POSSIBILITY TO COMPLETE A SEMESTER ABROAD AT A PARTNER UNIVERSITY

OR

DOUBLE DIPLOMA WITH NOTTINGHAM TRENT UNIVERSITY (UK)

Your choice of experience
  • INTERNSHIP in France or abroad
  • PROJECT: Associative, entrepreneurship...
  • LEARNING TRIP ABROAD: You can find a job or take some language courses
  • OTHER CORPORATE PROJECT

Master of Science (MSc)

Format :
Full Time
Duration :
1 year
Language :
English
Campus :
Marseille Bordeaux Paris
Admission level :
Bachelor's degree - 4 years

The Master of Science (MSc) Marketing is designed to give students the opportunity to access to 80% of the marketing jobs through advanced core courses and a choice of 4 elective expertise tracks targeted to develop specific competencies (jobs or areas).

CURRICULUM

Advanced content to develop key marketing competencies

  • Culture, consumption and marketing
  • Strategic Brand Management
  • Digital marketing
  • Sustainable Marketing
  • BtoB Marketing
  • Services Marketing
  • Marketing Decision Making

EET

You must select from 4 options:

BRAND MANAGEMENT - Bordeaux & Marseille

• Experiential branding & consumption
• Product Manager
• Communication & creative strategy
• Building a community around a start-up brand
• Trade & in-store marketing
• Advanced Quantitative Methods
• Data analytics & user behavior
• Sales Negotiation & Leadership
• Advanced qualitative & quantitative methods (for all students entering directly to the specialisation year)

KEY POINTS
- Live Case study
- Case study with world class brands

NEGOTIATION & KEY ACCOUNT MANAGEMENT - Bordeaux

• Selling to business customers
• Key account management by objectives
• Digital transformation in selling
• B2B relationships in retail
• CRM cloud based solutions including salesforce
• Legal framework of international business transactions
• Qualitative and quantitative research (for all students entering directly to the specialisation year)

KEY POINTS

- To take opportunities in BtoB businesses
- Case study with industry leaders
- Salesforce (CRM application) training

COMMUNICATION & EVENT MANAGEMENT – Marseille*

• Communication strategies (FR)
• Experiential branding & consumption (EN)
• Communication & creative strategies (EN)
• Comunication and e-sport (FR)
• Project management for events (FR)
• Video creation (EN)
• Qualitative and quantitative research (for all students entering directly to the specialisation year)
• Building a community around a start-up brand (FR)

*Partly taught in French

KEY POINTS

- Case studies with industry leaders in communication
- Strong involvement with stakeholders in the sports industry
- Project management in groups

INTERNATIONAL MARKETING - Paris

• Cultural branding and communication on global markets
• Market intelligence in global markets
• International channel strategies
• Negotiation in an international context
• Creative thinking & methods
• Intercultural management
• Qualitative and quantitative research (for all students entering directly to the specialisation year)

KEY POINTS

- A cultural perspective of marketing & consumption
- A managerial approach of international
marketing strategies & business development
- A better understanding of consumers at the cultural level
- Live Case study
- Case studies with world class brands

Digital Skills Certifications

Develop the digital skills essential to any marketing manager: a customizable training course to prepare for professional certifications:

- Coding Skills - Level 1 & 2 with Le Wagon
- Introduction to Data Science with Le Wagon
- Google Analytics
- Adobe Photoshop (TOSA)
And more …

6-MONTH INTERNSHIP ABROAD OR IN FRANCE

FINAL DISSERTATION

CONDENSED TRACK

Admission level :
Bachelor's degree
Duration :
16 months
Degree :
MSc, Master of Science
Campus :
Marseille Paris Bordeaux
Format :
Full Time
Language :
English

Fast Pathway

Duration :
4 months
Language :
English
Campus :
Bordeaux Marseille

Enter the specialisation year in just a few months by choosing the condensed track that provides the prerequisites in just 4 months.

Bordeaux campus

SUMMER SCHOOL PROGRAMME

Includes business and cultural visits at no additional cost.

5 or 6 courses of your choice among the following list:

Supply Chain

  • Design of the Supply Chain 
  • Management of the Supply Chain

Value creation & digital marketing

  • Value creation & brand management
  • Digital Marketing for Entrepreneur
  • Entrepreneurship

Wine tourism

  • French wine industry
  • Oenotourism

 

FUNDAMENTALS & SOFT SKILLS PROGRAMME

3 courses of your choice among the following list:

  • Data Management
  • Team Management
  • Video Communication & Design
  • Public Speaking & leadership
  • International Management

CORPORATE PROJECT

The mission is carried out in groups of 4 to 5 students and combines collective and individual work. The final project is presented to the company and the KEDGE tutor

French as a Foreign Language

Marseille campus

SUMMER SCHOOL PROGRAMME

Includes business and cultural visits at no additional cost.

5 or 6 courses of your choice among the following list:

Sports management & marketing

  •          Strategic management & advanced marketing for sport organizations
  •          Sport marketing & communication

Design thinking

  • Managing the creative process
  • Design thinking

      Social business

  •       Social business, territories & innovations
  •       Sustainable entrepreneurship

Global Finance & International Business

  • Global Finance Regulations or Managerial Cost Accounting
  • International Business : A Mediterranean Perspective

Ethics in business and society

  • Ethics in business & society
  • Towards sustainability

FUNDAMENTALS & SOFT SKILLS PROGRAMME

3 courses of your choice among the following list:

  • Data Management
  • Team Management
  • Video Communication & Design
  • Public Speaking & leadership
  • International Management

 CORPORATE PROJECT

  • The mission is carried out in groups of 4 to 5 students and combines collective and individual work. The final project is presented to the company and the KEDGE tutor.

French as a Foreign Language

Master of Science (MSc)

Format :
Full Time
Duration :
1 year
Language :
English
Campus :
Bordeaux Marseille Paris
Admission level :
Bachelor's degree - 4 years

CORE COURSES

Advanced content to develop key marketing competencies

  • Culture, consumption and marketing
  • Strategic Brand Management
  • Digital marketing
  • Sustainable Marketing
  • BtoB Marketing
  • Services Marketing
  • Marketing Decision Making

1 specialisation track to select among the following list:

 

  • Applied Neuroscience Psychology for Analysing Customer Experience (Marseille)
  • Data Analytics and Artificial Intelligence (Bordeaux, Marseille, Paris)
  • Luxury Experience Management (Bordeaux, Paris)

 

EET

You must select from 4 options:

BRAND MANAGEMENT - Bordeaux & Marseille

• Experiential branding & consumption
• Product Manager
• Communication & creative strategy
• Building a community around a start-up brand
• Trade & in-store marketing
• Advanced Quantitative Methods
• Data analytics & user behavior
• Sales Negotiation & Leadership
• Advanced qualitative & quantitative methods (for all students entering directly to the specialisation year)

KEY POINTS

- Live Case study
- Case study with world class brands

NEGOTIATION & KEY ACCOUNT MANAGEMENT - Bordeaux

• Selling to business customers
• Key account management by objectives
• Digital transformation in selling
• B2B relationships in retail
• CRM cloud based solutions including salesforce
• Legal framework of international business transactions
• Qualitative and quantitative research (for all students entering directly to the specialisation year)

KEY POINTS

- To take opportunities in BtoB businesses
- Case study with industry leaders
- Salesforce (CRM application) training

COMMUNICATION & EVENT MANAGEMENT – Marseille*

• Communication strategies (FR)
• Experiential branding & consumption (EN)
• Communication & creative strategies (EN)
• Comunication and e-sport (FR)
• Project management for events (FR)
• Video creation (EN)
• Qualitative and quantitative research (for all students entering directly to the specialisation year)
• Building a community around a start-up brand (FR)

*Partly taught in French

KEY POINTS

- Case studies with industry leaders in communication
- Strong involvement with stakeholders in the sports industry
- Project management in groups

INTERNATIONAL MARKETING - Paris

• Cultural branding and communication on global markets
• Market intelligence in global markets
• International channel strategies
• Negotiation in an international context
• Creative thinking & methods
• Intercultural management
• Qualitative and quantitative research (for all students entering directly to the specialisation year)

KEY POINTS

- A cultural perspective of marketing & consumption
- A managerial approach of international
marketing strategies & business development
- A better understanding of consumers at the cultural level
- Live Case study
- Case studies with world class brands

Digital Skills Certifications
Develop the digital skills essential to any marketing manager: a customisable training course to prepare for professional certifications
- Coding Skills - Level 1 & 2 with Le Wagon
- Introduction to Data Science with Le Wagon
- Google Analytics
- Adobe Photoshop (TOSA)
And more …

6-MONTH INTERNSHIP ABROAD OR IN FRANCE

FINAL DISSERTATION

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