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

Short Track

Admission level:

International Bachelor's degree - 4 years
 
Specialisation course

16,500€ - 3 academic semesters

Degree:

Master of Science

Long Track

Admission level:

Bachelor's degree
Pathway course

8,500€ - 2 academic semesters

Specialisation course

16,500€ - 3 academic semesters

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 6 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: 7 available for the 2021-22 school year:

BRAND MANAGEMENT - Bordeaux & Marseille

• 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
• Case study with world class brands
• “Brand Days”: a complete immersion within a brand
• Marketing simulation game

SALES LEADERSHIP & NEGOTIATION IN BTOB - Bordeaux

• Selling products and solutions
• Global strategic customer management
• Sales force management
• Negotiation and social selling
• Salesforce software training
• Specific BtoB relationships: retail, SME’s - BtoB digital transformation
• Financial impact of negotiation
• Legal context in BtoB relationships

Key points
• To take opportunities in B2B businesses
• Case study with industry leaders
• Salesforce training

COMMUNICATION & EVENT MANAGEMENT – Marseille

• Communication strategy
• Experiential branding & consumption
• Communities & social media
• Legal context of marketing partnerships
• Event project management
• Graphic and video creation

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 & 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

MEDIA, LOBBYING & COMMUNICATION – Campus de Paris

• 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
• To visit several media firms
• To create your own network in the media universe

CUSTOMER EXPERIENCE – Marseille

• 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 / Biometric marketing,defined as the observation of physiological signals (e.g. eye movement, brain activity, heart rate)
• A company project with students of the KEDGE Design School.
• Access to KEDGE’S FabLab (MITcertified) equipped for fast prototyping: 3D printers, modelling software, etc.
• A creativity seminar base on Lego®Serious Play®

FRENCH ART DE VIVRE: Wine & Luxury experiences – Bordeaux

• 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
• Internationally recognise WSET® certification (Wine and Spirit Education Trust awards worldclass certifications in wine and spirits expertise)
• In the field observations: visits to vineyards, Cité du Vin, research centres
• Marketing issues are studied using several marketing approaches: cultural branding, experiential marketing & service design, luxury marketing, digital marketing

6-MONTH INTERNSHIP ABROAD OR IN FRANCE

DISSERTATION

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)
  • Project management
  • Performance management
  • Strategic management
  • Financial performance management
  • Team management
  • Intercultural business negotiation
  • Public speaking & leadership
  • Visual communication & design
  • Hard skills
    - Excel certification, Microsoft tools, coding skills optional (30h)
  • Languages: English/French as a foreign language

EXPERT SKILLS

MARKETING PURCHASING & INNOVATION
- Marketing
- Purchasing
- Digital Experience (Marseille & Paris), Introduction to Wine business (Bordeaux)

SEMESTER 2

INNOVATIVE & ENTREPRENEURIAL SKILLS

  • Innovation management and entrepreneurship
  • Complexity management
  • 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.

OR

INTERNATIONAL EXCHANGE WITH SUZHOU UNIVERSITY (CHINA)

OR

DOUBLE DIPLOMA WITH NOTTHINGAM TRENT UNIVERSITY (UK)

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

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).

CURRICULUM

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

EET

You must select from 7 options:

BRAND MANAGEMENT - Bordeaux & Marseille

• 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
• Case study with world class brands
• “Brand Days”: a complete immersion within a brand
• Marketing simulation game

SALES LEADERSHIP & NEGOTIATION IN BTOB - Bordeaux

• Selling products and solutions
• Global strategic customer management
• Sales force management
• Negotiation and social selling
• Salesforce software training
• Specific BtoB relationships: retail, SME’s - BtoB digital transformation
• Financial impact of negotiation
• Legal context in BtoB relationships

Key points
• To take opportunities in B2B businesses
• Case study with industry leaders
• Salesforce training

COMMUNICATION & EVENT MANAGEMENT – Marseille

• Communication strategy
• Experiential branding & consumption
• Communities & social media
• Legal context of marketing partnerships
• Event project management
• Graphic and video creation

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 & 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

MEDIA, LOBBYING & COMMUNICATION – Campus de Paris

• 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
• To visit several media firms
• To create your own network in the media universe

CUSTOMER EXPERIENCE – Marseille

• 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 / Biometric marketing,defined as the observation of physiological signals (e.g. eye movement, brain activity, heart rate)
• A company project with students of the KEDGE Design School.
• Access to KEDGE’S FabLab (MITcertified) equipped for fast prototyping: 3D printers, modelling software, etc.
• A creativity seminar base on Lego®Serious Play®

FRENCH ART DE VIVRE: Wine & Luxury experiences – Bordeaux

• 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
• Internationally recognise WSET® certification (Wine and Spirit Education Trust awards worldclass certifications in wine and spirits expertise)
• In the field observations: visits to vineyards, Cité du Vin, research centres
• Marketing issues are studied using several marketing approaches: cultural branding, experiential marketing & service design, luxury marketing, digital marketing

6-MONTH INTERNSHIP ABROAD OR IN FRANCE

DISSERTATION

 

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