Curriculum "Marketing"

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)

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

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

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)

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

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

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

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