Marketing

Marketing in a complex and changing world

  • Ranked 4th Best French Master in the World Ranking QS 2019 More
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Admission level

Degree

International Bachelor's degree - 4 years

Master of Science

Bachelor's degree - 3 years

Master of Science

Short Track

Admission level :
International Bachelor's degree - 4 years
Duration :
3 academic semesters
Degree :
Master of Science
Campus :
Marseille
Format :
Full time
Language :
English

Specialisation course

Duration :
3 academic semesters

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 7 elective expertise tracks targeted to develop specific competencies (jobs or areas).

CURRICULUM

CORE COURSES


Advanced content to develop key marketing competencies


•    Culture consumption and marketing
•    Market Research & Data Analysis
•    Consumer Behaviour
•    Strategic Brand management
•    Sustainable marketing
•    Digital marketing
•    B2B marketing
•    Services marketing

ELECTIVE EXPERTISE TRACKS (EET) OF YOUR CHOICE

Specific focus on expertise targeted on specific profession or, sectors


BRAND MANAGEMENT - Campus of Bordeaux and Marseille


Why: To define and deploy profitable and sustainable brand strategies


•    Experiential branding & consumption
•    Product & innovation management
•    Communication & creative strategy
•    Communities & Social media
•    Trade & In-Store Marketing
•    Data Analytics & User behaviour
•    Marketing decision making

Key points:


-    To gain key skills
-    Cas “fil rouge” with world class brands
-    “Brand Days”: a complete immersion within a brand
-    Marketing Simulation Game

 

SALES LEADERSHIP & NEGOTIATION IN BTOB* - Campus of Bordeaux


Why: To manage key accounts and become a business driver in B2B environments


•    Selling products and solutions
•    Global strategic customer management
•    Sales force management
•    Negotiation and Social selling
•    Salesforce software training
•    Specific BtoB relationships: retail, small and medium-sized enterprises
•    BtoB digital transformation
•    Financial impact of negotiation
•    Legal context in BtoB relationships

Key points:

o    To take opportunities in B2B businesses
o    Common theme case study with industry leaders
o    Salesforce training

WINE & “FRENCH ART DE VIVRE”* – Campus of Bordeaux


Why: To become a marketing expert of cultural industries embodying the French Excellence: Wine and “French Art de Vivre”. The objective of this EET is to apply and deepen your marketing skills in an industry where France is world-renowned.


– Wine & Gastronomy

-    Wine culture: Knowledge of products, terroirs and production (including internationally recognised level 2 WSET® certification and a MOOC on Champagne)
-    Strategic and operational marketing applied to wines: ecological transition, wine tourism, digital marketing
-    Markets and consumers: major international markets, buying and consumption patterns

– Tourism and Culture
-    French art de vivre, cultural industries and France’s influence
-    Issues in the tourism and cultural industries
-    Strategic and operational marketing in tourism and culture
-    Contextual marketing:
            -Cultural tourism (festivals, exhibitions, live shows, etc.)
            -Sports tourism (surfing, rugby in New Aquitaine)
            -Agritourism

Key points:
-    In the field observations: Visits to vineyards, Cité du Vin, research centres
-    Internationally recognized level 2 WSET® certification (Wine and Spirit Education Trust awards world-class certifications in wine and spirits expertise)
-    Key industry players
-    Marketing issues are studied using several marketing approaches: Cultural Branding, Experiential Marketing & Service Design, Luxury Marketing, Digital Marketing.

 

CUSTOMER EXPERIENCE* – Campus of Marseille


Why: To boost customer centricity and create distinctive customer experiences.
The customer experience manager is responsible for the entirety of the interactions a customer has with the company’s channels, products, software & services. He has to design best-in-class journeys optimizing the customer experience with best orchestrated touch-points across digital & physical, and finally drive the required change across the entire organization to deliver the best possible customer experience.


•    Dimensions of Customer Experience
•    Sensory marketing
•    Experiential marketing mix
•    Brand culture & Brand tribes
•    Physical customer experience
•    Customer Experience Design & Measurement
•    Customer Experience Research Methods
•    Customer Experience in contexts (Luxury, Sports, etc.)

Key points:
-    Based on the expertise of the Marketing Research Centre, it combines
          -Cultural approaches to experience (Consumer Culture Theory) to understand how consumers incorporate certain brands into their social lives.
          -Biometric marketing, defined as the observation of physiological signals (e.g. eye movement, brain activity, heart rate) to analyze consumers’ attention, memorization, evaluation, and decision-making in order to better understand their behaviour. Students use professional eye-tracking equipment.

-    A company project “Experience Design” with students of the KEDGE Design School.
-    Access to KEDGE’S FabLab (MIT-certified) equipped with the machines and materials needed for fast prototyping: 3D printers, 3D scanner, laser cutting, graphics tablets, modelling software, etc.
-    A creativity seminar base on Lego® Serious Play®, to boost your ability to think outside the box and to manage innovative projects.


INTERNATIONAL MARKETING* - Campus of Paris


Why: To develop a global marketing vision to access high profile marketing jobs in multi-cultural corporations and small and medium-sized enterprises growing fast on the international markets.


•    Contemporary Issues in International Marketing
•    Culture, Consumption and Consumer Behaviour
•    Global Marketing Management
•    International Purchasing & Supply Chain as competitive advantages
•    Product and Innovation Management
•    Multicultural Customer Experience Management
•    Cross-Cultural Communication & Negotiation
•    Legal context in international relationships

Key points:
•    To leverage KEDGE’S three areas of expertise, which are internationally recognized:
         -A cultural perspective of marketing and consumption (Consumer Culture Theory)
         -International Purchasing & Innovation Management
         -Global Supply Chain Management
•    For the student, the guarantee is
o    A better understanding of consumers at the cultural level
o    Learn how to work with strategic suppliers to capture innovation and implement it as quickly as possible
o    Learn how to use supply chain as a competitive advantage to improve customer experience
•    Participation in “Into the Real”, an immersive experience with a company’s marketing team on a topic related to international development

COMMUNICATION & EVENT MANAGEMENT – Campus of Marseille

Why: For people passionate about communication and event planning

•    Communication strategy
•    Communication & creative strategy
•    Experiential branding & consumption
•    Communities & Social media
•    Legal context of marketing partnerships (brand, sponsoring, merchandising)
•    Event Project Management
•    Graphic and video creation

Key points:

o    Common theme case studies with industry leaders in communication
o    Strong involvement with stakeholders in the sports industry
o    Project management by groups of students


MEDIA, LOBBYING & COMMUNICATION* – Campus of Paris


Why: To understand the media industry and the use of “soft power” in marketing


•    Complexity in a media world
•    Digital Humanities
•    Soft power
•    Political communication
•    Media and economics issues
•    Lobbying and networking
•    Self-empowerment

Key points:

o    To take part in experiences of media training, with teachers from theatre school (Cours Florent/Simon); choreographers; experienced journalists from TV channels (BFM TV)
o    To participate a writing workshop
o    To visit several media firms
o    To create your own network in the media universe


6-MONTHS INTERNSHIP ABROAD OR IN FRANCE


RESEARCH PAPER/THESIS


Research Proposal and Dissertation

 

 

*in the process of CGE accreditation for the start of the school year 2020-21

Long Track

Admission level :
Bachelor's degree - 3 years
Duration :
5 academic semesters
Degree :
Master of Science
Campus :
Marseille Bordeaux Paris
Format :
Full time
Language :
English

Pathway course

Format :
Full time
Duration :
2 academic semesters
Language :
English
Campus :
Marseille Bordeaux Paris
Admission level :
Bachelor's degree - 3 years

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)
  • Fundamental of management
  • Project management
  • Performance management
  • Team management
  • Soft skills & personal development
    - Public speaking & leadership
    - Video communication
    - Personal branding
  • Hard skills
    - Core courses in management
    - Digital skills: Excel, Microsoft tools…
    - IT skills
    - Coding skills: optional (30h)
  • Languages: English/French as a foreign language

EXPERT SKILLS

MARKETING PURCHASING & INNOVATION
- Marketing
- Purchasing
- Innovation & Design thinking

SEMESTER 2

INNOVATIVE & ENTREPRENEURIAL SKILLS

  • Innovation management and entrepreneurship
  • Strategic management
  • Negotiation
  • Complexity Management
  • Collective intelligence & leadership

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.

INTERNSHIP IN FRANCE OR ABROAD

Specialisation course

Format :
Full time
Duration :
3 academic semesters
Language :
English
Campus :
Marseille Bordeaux
Admission level :
International Bachelor's degree - 4 years

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 7 elective expertise tracks targeted to develop specific competencies (jobs or areas).

CURRICULUM

CORE COURSES


Advanced content to develop key marketing competencies


•    Culture consumption and marketing
•    Market Research & Data Analysis
•    Consumer Behaviour
•    Strategic Brand management
•    Sustainable marketing
•    Digital marketing
•    B2B marketing
•    Services marketing

ELECTIVE EXPERTISE TRACKS (EET) OF YOUR CHOICE

Specific focus on expertise targeted on specific profession or, sectors


BRAND MANAGEMENT - Campus of Bordeaux and Marseille


Why: To define and deploy profitable and sustainable brand strategies


•    Experiential branding & consumption
•    Product & innovation management
•    Communication & creative strategy
•    Communities & Social media
•    Trade & In-Store Marketing
•    Data Analytics & User behaviour
•    Marketing decision making

Key points:


-    To gain key skills
-    Cas “fil rouge” with world class brands
-    “Brand Days”: a complete immersion within a brand
-    Marketing Simulation Game

 

SALES LEADERSHIP & NEGOTIATION IN BTOB* - Campus of Bordeaux


Why: To manage key accounts and become a business driver in B2B environments


•    Selling products and solutions
•    Global strategic customer management
•    Sales force management
•    Negotiation and Social selling
•    Salesforce software training
•    Specific BtoB relationships: retail, small and medium-sized enterprises
•    BtoB digital transformation
•    Financial impact of negotiation
•    Legal context in BtoB relationships

Key points:

o    To take opportunities in B2B businesses
o    Common theme case study with industry leaders
o    Salesforce training

WINE & “FRENCH ART DE VIVRE”* – Campus of Bordeaux


Why: To become a marketing expert of cultural industries embodying the French Excellence: Wine and “French Art de Vivre”. The objective of this EET is to apply and deepen your marketing skills in an industry where France is world-renowned.


– Wine & Gastronomy

-    Wine culture: Knowledge of products, terroirs and production (including internationally recognised level 2 WSET® certification and a MOOC on Champagne)
-    Strategic and operational marketing applied to wines: ecological transition, wine tourism, digital marketing
-    Markets and consumers: major international markets, buying and consumption patterns

– Tourism and Culture
-    French art de vivre, cultural industries and France’s influence
-    Issues in the tourism and cultural industries
-    Strategic and operational marketing in tourism and culture
-    Contextual marketing:
            -Cultural tourism (festivals, exhibitions, live shows, etc.)
            -Sports tourism (surfing, rugby in New Aquitaine)
            -Agritourism

Key points:
-    In the field observations: Visits to vineyards, Cité du Vin, research centres
-    Internationally recognized level 2 WSET® certification (Wine and Spirit Education Trust awards world-class certifications in wine and spirits expertise)
-    Key industry players
-    Marketing issues are studied using several marketing approaches: Cultural Branding, Experiential Marketing & Service Design, Luxury Marketing, Digital Marketing.

 

CUSTOMER EXPERIENCE* – Campus of Marseille


Why: To boost customer centricity and create distinctive customer experiences.
The customer experience manager is responsible for the entirety of the interactions a customer has with the company’s channels, products, software & services. He has to design best-in-class journeys optimizing the customer experience with best orchestrated touch-points across digital & physical, and finally drive the required change across the entire organization to deliver the best possible customer experience.


•    Dimensions of Customer Experience
•    Sensory marketing
•    Experiential marketing mix
•    Brand culture & Brand tribes
•    Physical customer experience
•    Customer Experience Design & Measurement
•    Customer Experience Research Methods
•    Customer Experience in contexts (Luxury, Sports, etc.)

Key points:
-    Based on the expertise of the Marketing Research Centre, it combines
          -Cultural approaches to experience (Consumer Culture Theory) to understand how consumers incorporate certain brands into their social lives.
          -Biometric marketing, defined as the observation of physiological signals (e.g. eye movement, brain activity, heart rate) to analyze consumers’ attention, memorization, evaluation, and decision-making in order to better understand their behaviour. Students use professional eye-tracking equipment.

-    A company project “Experience Design” with students of the KEDGE Design School.
-    Access to KEDGE’S FabLab (MIT-certified) equipped with the machines and materials needed for fast prototyping: 3D printers, 3D scanner, laser cutting, graphics tablets, modelling software, etc.
-    A creativity seminar base on Lego® Serious Play®, to boost your ability to think outside the box and to manage innovative projects.


INTERNATIONAL MARKETING* - Campus of Paris


Why: To develop a global marketing vision to access high profile marketing jobs in multi-cultural corporations and small and medium-sized enterprises growing fast on the international markets.


•    Contemporary Issues in International Marketing
•    Culture, Consumption and Consumer Behaviour
•    Global Marketing Management
•    International Purchasing & Supply Chain as competitive advantages
•    Product and Innovation Management
•    Multicultural Customer Experience Management
•    Cross-Cultural Communication & Negotiation
•    Legal context in international relationships

Key points:
•    To leverage KEDGE’S three areas of expertise, which are internationally recognized:
         -A cultural perspective of marketing and consumption (Consumer Culture Theory)
         -International Purchasing & Innovation Management
         -Global Supply Chain Management
•    For the student, the guarantee is
o    A better understanding of consumers at the cultural level
o    Learn how to work with strategic suppliers to capture innovation and implement it as quickly as possible
o    Learn how to use supply chain as a competitive advantage to improve customer experience
•    Participation in “Into the Real”, an immersive experience with a company’s marketing team on a topic related to international development

COMMUNICATION & EVENT MANAGEMENT – Campus of Marseille

Why: For people passionate about communication and event planning

•    Communication strategy
•    Communication & creative strategy
•    Experiential branding & consumption
•    Communities & Social media
•    Legal context of marketing partnerships (brand, sponsoring, merchandising)
•    Event Project Management
•    Graphic and video creation

Key points:

o    Common theme case studies with industry leaders in communication
o    Strong involvement with stakeholders in the sports industry
o    Project management by groups of students


MEDIA, LOBBYING & COMMUNICATION* – Campus of Paris


Why: To understand the media industry and the use of “soft power” in marketing


•    Complexity in a media world
•    Digital Humanities
•    Soft power
•    Political communication
•    Media and economics issues
•    Lobbying and networking
•    Self-empowerment

Key points:

o    To take part in experiences of media training, with teachers from theatre school (Cours Florent/Simon); choreographers; experienced journalists from TV channels (BFM TV)
o    To participate a writing workshop
o    To visit several media firms
o    To create your own network in the media universe


6-MONTHS INTERNSHIP ABROAD OR IN FRANCE


RESEARCH PAPER/THESIS


Research Proposal and Dissertation

 

 

*in the process of CGE accreditation for the start of the school year 2020-21

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