Programme highlights
The curriculum was built in collaboration with 14 leading international companies. These partners help define the commercial, analytical and technical competencies taught in class, keeping the programme aligned with current B2B recruitment needs.
Members of the consortium: Air Liquide, Amazon, Danone, Hilti, Lactalis, L’Oréal, Mantu, Michael Page, Microsoft, Nestlé, Procter & Gamble, Pernod Ricard, Salesforce and Thales.
Prepare discussions, understand different interests and build agreements with a more structured approach to negotiation. These skills can be applied to complex B2B sales and key account relationships. The course is delivered in person on KEDGE’s campus by PON Affiliate Faculty.
Participants receive a Program on Negotiation at Harvard Law School Certificate of Completion at the end of the course.
Salesforce and Microsoft experts come to KEDGE to teach students in person. Commercial performance increasingly relies on CRM tools, data and generative AI. The programme includes a Salesforce certification in CRM and AI, alongside a Microsoft bootcamp dedicated to AI for sales roles. You learn to use customer data, streamline workflows and support business growth through analytics.
Throughout the programme, you work on real commercial problems submitted by consortium members. Expert-led masterclasses, real-world case studies, business challenges, negotiation simulations, a dedicated negotiation night and industrial site visits connect academic frameworks with professional practice.
Through the direct involvement of partner companies, you take part in dedicated networking and recruitment sessions across technology, industry, consumer goods, consulting and services. These meetings create opportunities to discuss internships, VIE international corporate placements and graduate roles with hiring managers.
Business developers need to understand their customers’ business models. Beyond sales techniques, the MSc combines geopolitics, finance for business developers, B2B contract law, leadership and market intelligence to prepare you for international and multicultural business environments.
Skills you will develop
- Identify new market opportunities and revenue growth levers.
- Design a B2B commercial strategy aligned with corporate objectives.
- Integrate financial, budgetary, economic and geopolitical factors into business decisions.
- Lead complex, multi-stakeholder B2B sales cycles in domestic and international markets.
- Build tailored value propositions that address the specific challenges of key accounts.
- Defend commercial offers, manage objections and secure lasting agreements within the relevant contractual frameworks.
- Master CRM platforms, including Salesforce, alongside Excel and Power BI to track commercial pipelines.
- Apply generative artificial intelligence to streamline prospecting, pitch preparation and sales processes.
- Analyse sales data and market intelligence to anticipate buyer trends and guide strategic decisions.
- Manage, motivate and guide sales teams towards measurable revenue targets.
- Deliver high-impact business pitches and strengthen your public speaking and video communication skills.
- Structure customer experience and account management processes to increase client retention and satisfaction.
- Adapt your commercial approach and business etiquette to diverse cultural and geopolitical contexts.
- Navigate the legal and contractual frameworks of international B2B trade.
- Collaborate effectively with cross-border teams and global partners.
Learning beyond the classroom
The full-time track in Marseille includes industrial site immersions, real business challenges, a 4- to 6-month internship in France or abroad, and a final dissertation. These experiences allow you to apply your analytical and commercial skills within an organisation while building your international network before graduation.
Build a career across markets and industries
B2B sales and business development skills are in demand across technology, industry, consumer goods, consulting and B2B services. As data and AI reshape commercial operations, recruiters seek graduates who combine strategic judgement, technological fluency and interpersonal skills.
