The KEDGE International Summer School: Marseille

A Flexible Summer Programme on the Mediterranean Coast of Southern France!

3 programme packages comprised of 6 different courses; (June 16 - July 27, 2018)

Our Marseille programme runs for a total of 6 weeks. You can take just 1 course or as many as 6 total courses during that time – or mix & match courses from our different Summer School packages, either in Marseille or on another Kedge campus in Bordeaux or Toulon!

Admission level :
Advanced Bachelor Master's degree
Degree :
Certificate & Official Transcripts
Campus :
Format :
Full time
Language :

Package 1: Sports Marketing, Communication & Strategic Management

Package 1: June 18 - 29

Level: Advanced Bachelor & Master

10 ECTS, 60 hours

Course 1: Strategic Management & Advanced Marketing for Sports Organisations

Course Format: 3 hrs per day over 2-weeks; from June 18 - 29

This course presents a model for using a resource-based approach to develop strategic event management action plans in a sports business context

"There is no separation between sports and entertainment… merge them together and create something unique ». Robert Johnson (Owner Charlotte Bobcats)"

The main goal of this course is to give a “sensemaking” approach to create, develop and maintain sustainable performance in sports event organizations. 

The course content has relevance to students pursuing different career goals in virtually any type of organisation linked to sports or leisure activities with a strong sport dimension. 

After a review of "strategic assets identification" (sponsoring, reputation, relational and physical resources and specific dynamic capabilities), various case analyses are discussed in the context of international sports events.

More specifically, by the end of this course students will:

  • Develop an understanding of the strategic role of marketing in sports business firms and the importance of appropriate decision making
  • Develop the skills necessary to utilise the course’s tools and frameworks, designed to identify revenue opportunities, and make strategic sports marketing decisions
  • Develop responsible leadership and strategic skills in the context of the sports marketing businesses

The course consists of lectures, exercises, article discussions, groupwork, presentations and a brand project.

Course 2: Sports Marketing & Communication

Course Format: 3 hrs per day over 2-weeks; from June 18 - 29

This course is designed to provide students with a systematic means to analyse and develop communication and marketing strategies, using concepts and theories from general marketing, and apply them in a sports business context.

With the aim of improving the students’ understanding of strategic and brand management concepts, the students will work on business plans and models for sports organisations in order to innovate and construct strong commercial brands.

Marketing decisions on brands and the deployment of communication supports will be at the heart of entrepreneurial choices to create sustainable performance for professional sport organisations. Students will use both logic and creativity to arrive at effective solutions.

At the end of this course students will be able to:

  • Analyse opportunities and alternatives in sports businesses in an open, honest manner
  • Identify the customer and market segments that they have chosen and to be competitive in the sports business area
  • Demonstrate causal relationships between the attributes of products and/or services, including their organisational image/ reputation.
  • Reach conclusions based on demonstrable evidence and analysis


Package 2: Talent Management & International Performance Monitoring in the Mediterranean

Package 2: July 2 - 13

Level: Advanced Bachelor & Master

10 ECTS, 60 hours

Course 1: Talent Management

Course Format: 3 hrs per day over 2-weeks; from July 2 - 13

The aim of the course is to provide students with an adapted marketing perspective to implement a talent and personal branding strategy

Marketing theories, actual examples and case studies will provide the necessary foundation for understanding these specific contexts and applying an adapted marketing approach, including self-marketing of the student's personal brand.

At the end of this course, students should be able to:

  • Identify specific contexts linked to the market of specific talent (Sports, Entertainment, Politics, Business…)
  • Understand and anticipate the impacts of these contexts & idiosyncrasies when implementing an adapted marketing strategy for promoting a personal brand.
  • Solve specific marketing issues taking into account variables related to the context and medium of exchange.
  • Improving marketing 3.0 strategy based on emotional appeal and reputation management.
Course 2: International Performance Monitoring: A Mediterranean Perspective

Course Format: 3 hrs per day over 2-weeks; from July 2 - 13

This course will focus on monitoring business performance from a behaviorist perspective in order to encompass vast, yet explainable and understandable business practice divergence.

The Mediterranean is celebrated for being arguably the world’s oldest centre of ‘international’ trade and commerce. For centuries, this area of the world has been (and continues to be) a crossroads of cultures, bringing together the populations of Europe, Africa and the Middle East.

Historically, inhabitants from the majority of Mediterranean countries come from what the anthropologist Edward T. Hall labelled as ‘high-context’ cultures, wherein significant importance is derived from the unspoken meaning inherent in human interactions and relationships.  

What is there to be learned from this perspective in the modern context of technological advancement and an interconnected globalised economy?

On completion of this module, students will be able to: 

  • Understand the framework for analysing performance monitoring systems
  • Be able to articulate how the design and integration of performance monitoring systems are influenced by culture
  • Develop an appreciation for the behavioural influences present in the Mediterranean region
  • Deepen their understanding of the impact that such behaviours play in a business environment on both a local and global scale


Package 3: Sustainable Development & CSR: Business Ethics & International Business

Package 3: July 16 - 27

Level:  Advanced Bachelor & Master

10 ECTS, 60 hours

Course 1: Sustainable Development

Course Format: 3 hrs per day over 2-weeks; from July 16 - 27

This course gives an introduction to the main concept of Sustainable Development at the micro and macro levels, with a particular focus on environmental economics and management.

Sustainability will be approached from the perspective of Society at large; i.e. organisations and firms, individuals and consumers.

The main purpose of this course is to familiarise students with corporate environmental management strategies. We will examine the practical tools available for the design and implementation of corporate environmental policies, taking into account complex and contextual realities, devoting a large part of the course to the analysis and discussion of current problems and events. 

Particular emphasis is thus put on:

  • Macro and micro-level perspectives on Sustainability,
  • The organisation and its stakeholders in the frame of CSR
  • The motivations of firms to implement environmental policies
  • The tools and strategies to design and implement corporate environmental policies
  • The relation between economic and environmental performance at the micro level


Course 2: Corporate Social Responsibility – Business Ethics & International Business

Course Format: 3 hrs per day over 2-weeks; from July 16 - 27

Corporate social responsibility is a large umbrella under which one must consider many elements, not least of which is the concept of “business ethics” and how companies engage with, manage, and otherwise consider the human beings impacted by its activities – i.e. stakeholders.  

This course will take a closer look at these important elements. 

Business Ethics is mainly about the basic principles for understanding what is meant by the terms “good” and “wrong” when making decisions in business situations.

Is it possible to speak about ethics in the business world when we have a quick look at the numerous, well-publicized scandals that have taken place in the recent past; i.e. Enron, Nike, WorldCom or AIG to name a few?

Companies downsizing, behaving in questionable ways with regards to environmental and social regulations, managers facing sustainable development challenges and the increased importance given to the wide variety of other Corporate Social Responsibility issues are some of the salient points that businesses – which are of course run by people - must deal with.

And one would hope that these people, comprising all the departments within today’s organisations, do so in an ethical manner.

We will take a closer look and find out during this course!

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