Student Executive
You are looking for an under or graduate programme ?
You are an executive and want to achieve more in your career ?

Marketing

Marketing in a complex and changing world

4th Best French Master in the World Ranking QS 2019

Admission level

Degree

International Bachelor's degree - 4 years

Master of Science

Bachelor's degree

Master of Science

Short Track

2 possible intakes: September or January

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

Specialisation course

Duration :
3 academic semesters
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 7 elective expertise tracks targeted to develop specific competencies (jobs or areas).

CORE COURSES

Advanced content to develop key marketing competencies

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

 

ELECTIVE EXPERTISE TRACKS (EET) OF YOUR CHOICE

Specific focus on expertise targeted on specific profession or, sectors

You must select an EET of your choice: 4 available for the 2020-21 school year and 7 for the 2021-22 school year

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.

• Cultural Branding & Consumption in a Global Marketing
• International Retail Strategies
• Sales & Negotiation in an international context
• Intercultural management
• Creative Thinking & Methods
• Advanced Qualitative Research
• Advanced Quantitative Research

Key points
• A cultural perspective of marketing and consumption
• A managerial approach of international marketing strategies & business development
• A better understanding of consumers at the cultural level

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
• Advanced Quantitative Methods
• Data analytics & user behavior
• Sales Negotiation & Leadership

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:

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

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:

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

-----------------------------------------

Opening academic year 2021/2022

FRENCH ART DE VIVRE: WINE & LUXURY EXPERIENCES – 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.

• Introduction to « French Art de Vivre »
• Luxury Wine
• Gastronomy Experiences
• Experiential Luxury
• Luxury in the Digital Age
• Art,Wine & Luxury
• Tourism Marketing : a luxury perspective
• Luxury services
• Company Project

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.

• Sociology of consumer experience
• Psychology of consumer experience
• Neurosciences of consumer experience
• Qualitative Methods
• Quantitative Methods
• Sensorial Marketing Experience
• Retail Marketing Experience
• Ux Design & new technologies

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.

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:

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

6-MONTHS INTERNSHIP ABROAD OR IN FRANCE


RESEARCH PAPER/THESIS

EXPERIENTIAL TRACK

DEVELOPMENT SKILLS AND PROFESSIONAL NETWORKS

My Way, Alumni Association, companies case studies, workshops, job conferences, job dating, company visits

KEDGE RESEARCH TOOL BOX

Research Methodology Seminar
Kedge Library Presentation

DIGITAL MARKETING SKILLS

Coding Skills ; Datas analysis and presentation with Office; Collaborative tools (Slack, Trello, etc.); Adobe Creative Suite; Analytics (Google), Databases

OPTIONAL PROJECTS and / or « CAS FIL ROUGE »

Ex: Amazon Campus Challenge
Ex: Danone, Dentsu, Mars, Mantu

Long Track

2 possible intakes: October or January

Admission level :
Bachelor's degree
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

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

OR

INTERNATIONAL EXCHANGE WITH ACADEMIC PARTNER

Specialisation course

Format :
Full time
Duration :
3 academic semesters
Language :
English
Campus :
Marseille Bordeaux Paris
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).

CORE COURSES

Advanced content to develop key marketing competencies

  • Culture, consumption and marketing
  • Qualitative & Quantitative Research
  • Strategic Brand Management
  • Digital marketing
  • Sustainable Marketing
  • Marketing Decision Making
  • BtoB Marketing
  • Services Marketing
ELECTIVE EXPERTISE TRACKS (EET) OF YOUR CHOICE

Specific focus on expertise targeted on specific profession or, sectors

You must select an EET of your choice: 4 available for the 2020-21 school year and 7 for the 2021-22 school year

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.

• Cultural Branding & Consumption in a Global Marketing
• International Retail Strategies
• Sales & Negotiation in an international context
• Intercultural management
• Creative Thinking & Methods
• Advanced Qualitative Research
• Advanced Quantitative Research

Key points
• A cultural perspective of marketing and consumption
• A managerial approach of international marketing strategies & business development
• A better understanding of consumers at the cultural level

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
• Advanced Quantitative Methods
• Data analytics & user behavior
• Sales Negotiation & Leadership

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:

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

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:

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

-----------------------------------------

Opening academic year 2021/2022

FRENCH ART DE VIVRE: WINE & LUXURY EXPERIENCES – 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.

• Introduction to « French Art de Vivre »
• Luxury Wine
• Gastronomy Experiences
• Experiential Luxury
• Luxury in the Digital Age
• Art,Wine & Luxury
• Tourism Marketing : a luxury perspective
• Luxury services
• Company Project

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.

• Sociology of consumer experience
• Psychology of consumer experience
• Neurosciences of consumer experience
• Qualitative Methods
• Quantitative Methods
• Sensorial Marketing Experience
• Retail Marketing Experience
• Ux Design & new technologies

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.

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:

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

6-MONTHS INTERNSHIP ABROAD OR IN FRANCE


RESEARCH PAPER/THESIS

EXPERIENTIAL TRACK

DEVELOPMENT SKILLS AND PROFESSIONAL NETWORKS

My Way, Alumni Association, companies case studies, workshops, job conferences, job dating, company visits

KEDGE RESEARCH TOOL BOX

Research Methodology Seminar
Kedge Library Presentation

DIGITAL MARKETING SKILLS

Coding Skills ; Datas analysis and presentation with Office; Collaborative tools (Slack, Trello, etc.); Adobe Creative Suite; Analytics (Google), Databases

OPTIONAL PROJECTS and / or « CAS FIL ROUGE »

Ex: Amazon Campus Challenge
Ex: Danone, Dentsu, Mars, Mantu

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