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)

17,400€ - 1 year

Degree:

MSc, Master of Science
Diploma recognised by the French Ministry of Higher Education

Long Track

Admission level:

Bachelor's degree

Pathway Course

9,500€ - 1 year

Master of Science (MSc)

17,400€ - 1 year

Degree:

MSc, Master of Science
Diploma recognised by the French Ministry of Higher Education

These fees are provided for informational purposes only and are applicable on the day of viewing this page. They may be subject to change.

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 Diploma recognised by the French Ministry of Higher Education
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 2024-25 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 & 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
• B2B relationships in retail
• Data & user behaviour
• Advanced quantitative & qualitative methods
• CRM cloud based solutions including salesforce
• Sales negotiation & leadership
• 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 (FR)
• 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
- Google Analytics
- Adobe Photoshop (TOSA)
And more …

DISCOVERY DAYS: 2-day in-company immersion

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 Diploma recognised by the French Ministry of Higher Education
Campus :
Marseille Bordeaux Paris
Format :
Full Time
Language :
English

Pathway Course

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

PRE-SEMESTER

Online introduction to business management (fast track for non-managers): Upgrade courses accessible ahead of the new semester.

 

SEMESTERS 1 & 2

FUNDAMENTALS OF MANAGEMENT

  • Innovative strategies for sustainable entrepreneurship
  • Financial performance management
  • Business & sustainability: transition & durability
  • Public speaking, visual communication & design
  • Data management
  • Marketing reconsidered
  • Team management & inclusivity
  • Ecological challenges & organisational management

EXPERT SKILLS

  • 2 pre-specialisation courses in marketing

LEARNING BY DOING

  • Impact project: Transition, sustainability or inclusivity

REAL-WORLD SCENARIOS

  • Case studies: Decarbonation & business methodology
  • 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.

ADDITIONAL COURSES

  • Languages:
    -English / FLE (French as a Foreign Language)
  • Hard Skills:
    -TOSA Excel & coding skills
    -TOEIC preparation
    -Orthodidacte
    -Option to spend a semester abroad at a partner university
  • Choose your experience:
    -Internship in the UK or abroad
    -Undertake another 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
  • 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 & 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
• B2B relationships in retail
• Data & user behaviour
• Advanced quantitative & qualitative methods
• CRM cloud based solutions including salesforce
• Sales negotiation & leadership
• 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 (FR)
• 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
- Google Analytics
- Adobe Photoshop (TOSA)
And more …

DISCOVERY DAYS: 2-day in-company immersion

6-MONTH INTERNSHIP ABROAD OR IN FRANCE

FINAL DISSERTATION