Marketing & Brand Management

Marketing in a complex and changing world

Marketing activities and skills need to change in step with the deep and often contradictory changes underway in our environment, including digital technology and the development of a participatory culture turning consumers into ethical consumers, a sense of belonging to several communities through affinity or emotional ties, the emergence of a trend towards a more responsible form of marketing and new forms of competition based on the creation of open ecosystems involving “business partners”.

It was with these changes in mind that we designed the MSc Marketing, working with a team of teacher-researchers and companies who are part of the KEDGE Business School ecosystem. The professors belong to one of Europe’s best-known Research Centres, the KEDGE BS “Marketing Centre of Excellence”. (rajouter le classement de KEDGE en recherche, sur le dernier classement de Shangahï)

Working with businesses, they take our current state of knowledge forward in the marketing field, and involve students in their research. Companies are involved in the joint-creation of the programme at several levels: some are involved in managing the programme via the Development Committee, while others support students throughout their optional study routes thanks to “guiding light” partnerships.

They all share the same aim: to help future graduates to develop a vision of a responsible marketing, and to acquire cutting-edge competences in order to succeed in their future projects.

Why choose this programme?

A specialised programme providing access to 80% of marketing occupations

thanks to its design: a common core leading on to occupation-specific and sector-specific options.

A 3-tiered educational approach

•    1/3 teaching provided by top-level academic professors who are members of the KEDGE BS “Marketing Centre of Excellence”: they enable students to benefit from the latest progress in the marketing field thanks to their involvement in research projects with companies
•    1/3 lectures given by experts and professionals: they share their expertise and experience with the students
•    1/3 experience-based work to create, apply and analyse: fieldwork, corporate projects, visits to companies, FabLab sessions, etc.

A “guiding-light partnership”

in each of the occupation-specific and/or sector-specific options. A company supports the students throughout the whole of the second semester (conferences, job dating, case studies, workshops, applied research problems, etc.). Examples of partner companies (Danone, Cultura, Procter & Gamble, Dentsu Aegis Network, etc.)

Digital marketing skills

Learn to:
-    code with different levels of experience
-    introduce and analyse Office 365 data
-    use the Adobe creative suite
-    collaborate using Slack, Trello and Office 365
-    use Google Analytics

Two well-known partners:
-    The MOOC Agency, a leading provider of innovative teaching methods.
-    Le Wagon, a coding school: students are coached by the Wagon to learn useful technical marketing tools (coding in HTML5 and CSS3 to design a website, intro to UX Design, etc.). Selected students have the opportunity to attend the Wagon’s FullStack program for 9 weeks in Bordeaux and earn a dual diploma by combining the Wagon’s web app designer-developer certification (RNCP Level II) with KEDGE’S MSc degree.

The strength of a network

Member of the KEDGE community and access to its resources: network of graduates to seize opportunities around the world, incubator and accelerator to support you in your entrepreneurial projects.

Skills developed

Versatility

to be able to understand the challenges presented by different and often highly specific activities and occupations. Versatility is vital to be able to coordinate and manage teams assigned to complex projects.

A state of mind firmly focused on the “time to market”

today’s best practices can become outdated in just a few months’ time. Development cycles are getting shorter and are increasingly based around “test, learn and amplify” cycles.

Capacity for analysis

In the age of big data, marketing professionals must be able to analyse quantitative data and interpret qualitative data derived, for example, from an ethnomarketing-based approach

Technical skills

particularly in the digital field.

An ability to think outside the box

to create new market opportunities, to challenge established processes in order to improve the customer experience and actively participate in innovative imitative activities.

Key figures

28 - 33 K€

Salary range after graduation

1350

alumni

partner companies

specializations

Testimonials

A solid technical foundation in marketing, communication and management on the international scope - KEDGE

A solid technical foundation in marketing, communication and management on the international scope MENGJIE QIN China region distribution manager, JOG Swimwear, Class 2014

The MSc Marketing & Brand Management allowed me to develop great creativity, a product sensibility and solid technical foundation in marketing, communication and management on the international scope. I am today the China distribution area manager for the company JOG Swimwear. I am in charge of developing the Chinese market and I am working closely with 5 -star spa managers to develop partnerships. My integration into working life has been greatly facilitated by the professional dimension of the MSc. I keep excellent memories of my life in the Marseille campus and I’m still in touch with my school mates.

Enhance employability Aurore BALLARIN Trade Marketing and Category Management Manager at OGEU GROUP – Class 2010

This MSc programme offers both lectures on the fundamentals of marketing, and real study cases where you learn how to structure your communication and sell products or solutions effectively (covering topics such as brief writing, tender responses, identifying and assessing customer issues, events organisation, etc.). There are also master classes given by practising professionals, which enable students to develop a real and objective view of business realities, whether on the agency or the advertiser’s side. Finally, personalised coaching sessions enable students to enhance their employability, covering topics such as CV drafting with mentoring support from former graduates, individual and group interviews, identifying personal strengths and areas for improvement.

The best option Emilien NIZON Chief Product Officer at Le Petit Martin – Class 2012

My year with the MSc programme proved decisive as it acted as a bridge between my academic training and my professional career. I was able to secure a permanent employment before actually graduating, which was a tremendous help. The Product Manager plays a critical role in a digital business: you have to be both creative, in order to design unique experiences for users, and data-driven to be able to measure the impact of actions taken. The MSc Marketing & Brand Management programme was definitely the best option for me.

Develop a network Loïc MACQUERON Managing Director GNB EVENTS, Class 2011

What I remember most from the programme is the excellent relationship we had with faculty members, who provide lots of advice and support in the fields of business creation and business development. What with the Pro-Act assignments, internships, case studies and other events, I was able not only to get great training, but also to start building my personal network, which proved invaluable when I set up my own events company. I am now able to offer a marketing perspective on all event-related projects, as this MSc programme taught me how to analyse, understand and implement operations based on clients’ requirements.

A very handson approach of the professional and business world - KEDGE

A very handson approach of the professional and business world PARISI Chiara Head of event and partnerships at Reed Expositions, Class 2010

I chose the MSc Marketing programme because I wanted a vocational training with a very handson approach of the professional and business world. I was interested in events management so the association with ANAé was definitely an added value. Many of the lectures were given by practising professionals in the field of events management, which enabled me to develop a clear vision of business realities and display a very professional approach as soon as I started working.

AGENDA

Marketing