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 10 - July 19, 2019)

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 :
Marseille
Format :
Full time
Language :
English

Package 1: Sports Marketing, Communication & Strategic Management

Package 1: June 10 - 21

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 10 - 21

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 10 - 21

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, and thereafter assessing the effectiveness of corresponding communication strategies, 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: Global Finance & International Business: A Mediterranean Perspective

Package 2: June 24 - July 5

Level: Advanced Bachelor & Master

10 ECTS, 60 hours

Course 1: Global Financial Regulations

Course Format: 3 hrs per day over 2-weeks; from June 24 - July 5

This course discusses the “International Financial System”, the inter-connected web of different systems which form a collective, complex entity, along with the system’s relationship with the worlds of management and business. 

The course perspective is global. Money, banking and finance are explained at the micro and macro levels, with a particular focus on the crossroads of theory, data, institutions, history, and applications.   

Particular emphasis will be put on:   

  • A Conceptual Understanding of International Financial Systems
  • Monetary and Financial Theory
  • The History of the International Financial System 
  • Monetary and Financial Institutions
  • Global Banking Regulations   

The course content is based on a theoretical approach to the concepts of money, banking and finance. It puts also large emphasis on the main practical tools available for the design and the implementation of monetary, banking and financial policies. Emphasis on regulation is essential to promote the understanding of the factors behind a sustainable and stable business environment.   

Course 2: International Business: A Mediterranean Perspective

Course Format: 3 hrs per day over 2-weeks; from June 24 - July 5

This course will focus on developing an understanding of international business, taking a closer look at the environment in the Mediterranean region – and more specifically the countries in southern Europe and northern Africa. During the two-week course, we will examine key success factors for creating and sustaining trans-national and multi-national business ventures, and help students develop a practical, hands-on approach for optimising the conditions necessary for healthy business performance.

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. Today, this region remains both a highly relevant, and economically significant cradle of trans-national and multi-national business. 

Moreover, given the current highly complex geopolitical context, addressing the region’s economic stability and development remains one of the critical challenges for both national governments, as well as organisations such as the European Union. Specific financing structures, EU subventions and complex international trade agreements have been developed to foster development and promote growth. However, the challenges of managing multiple stakeholders, conflictual interests, and even corruption continue to be present. 

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

  • Better understand the Mediterranean region’s geopolitical context and financial structures
  • Develop an enhanced appreciation for the region’s multiple stakeholders and interests
  • Articulate how international businesses can answer key questions related to: where they should invest, what are their markets, who are their clients, and how to both mitigate risk and create favourable conditions for success
  • Conduct and present a limited-scale feasibility study     

 

Package 3: Ethical Business, Diversity Management & Driving Sustainable Change

Package 3: July 8 - 19

Level:  Advanced Bachelor & Master

10 ECTS, 60 hours

Course 1: Accelerating Change Towards Sustainability

Course Format: 3 hrs per day over 2-weeks; from July 8 - 19

System change is happening.  Accelerating change towards sustainability is both an urgency and an opportunity.  This course will explore the notions of: "Systems"; "Change"; "Sustainability"; "Urgency" and; "Opportunity" - while always keeping in mind two fundamental questions: 

  1. How can change be accelerated towards sustainability, and what can be done at the various levels of our human-constructed systems to be aligned with our biosphere's boundaries?

  2. What is happening in your region / country, and what can you do?

Based on our examination of case studies, working in small groups, short presentations and active games, we will visit the following topics:

 

  • What is a system, and how to identify leverage points, those places to intervene in a system?

  • Where are we currently in relation to the biosphere, this very thin system which supports all life on this planet?

  • How does change happen? Is system change really happening? Why is change urgent? How is it an opportunity? 

  • How can we shift gears to avoid "Spaceship Earth" painfully losing too many passengers, especially when the steering wheel doesn't exist or is unconsciously controlled by all?

  • What can we learn from our fellow classmates in this international course to know more about what’s happening in various parts of the world and sectors of society? What are we each doing, what can we each do?

 

Course 2: Ethical Business Practices & Diversity Management

Course Format: 3 hrs per day over 2-weeks; from July 8 - 19

More than a study of management techniques, this course is an introspection into who we are as employees, managers and human beings, and what impact can we have (or do we want to have) in our respective organisations. 

Corporate Social Responsibility is a large umbrella under which one must consider many elements, not least of which are the concepts of “Diversity and Inclusion”; 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 into the direct and indirect implications of D&I.   

We will begin the course by defining the different aspects of diversity and take a closer look at discrimination and unconscious dynamics in the workplace. We will also explore unconscious bias and how it shapes organisations and our decision making.   

In an ever increasing, diverse and complex workplace environment, managers are facing challenges to maintain a sense of teamwork and cohesion amongst staff members, and providing meaningful objectives is taking on ever increasing importance.

An even more diverse and international customer base adds to the highly demanding challenges confronting modern companies, and necessitate tailored services and approaches to meet their clients' needs. 

In such a context, the questions must be asked:

  • How do organisations attract talent in different forms?
  • Does increasing the diversity amongst staff always equate to good performance? 
  • What is a "Great Place to Work"?
  • Can all employees be happy? 
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