All about this master, MSc Marketing & Brand Management parcours Brand Management KEDGE Business School
France - Western Europe
Marketing
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KEDGE Business School
MSc Marketing & Brand Management parcours Brand Management

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Program overview

With the MSc Marketing & Brand Management programme, students benefit from a dual approach.

 

First, they benefit from a comprehensive and innovative exploration of the marketing function, extending to topics such as cultural perspectives of consumption or new strategies for promoting brand ubiquity.
Secondly, they can choose between 2 specialisation paths: Brand Management and Sales leadership & negotiation in BtoB.

 

A company will follow the students throughout conferences, job dating, case studies, workshops, applied research problems, etc. in order to acquire a real professional experience.

Curriculum (courses, subject modules)

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

CORE COURSES

Advanced content to develop key marketing competencies


•    Culture consumption and marketing
•    Market Research & Data Analysis
•    Consumer Behaviour
•    Strategic Brand management
•    Sustainable marketing
•    Digital marketing
•    B2B marketing
•    Services marketing

ELECTIVE EXPERTISE TRACKS (EET) OF YOUR CHOICE

Specific focus on expertise targeted on specific profession or, sectors


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.

•    Contemporary Issues in International Marketing
•    Culture, Consumption and Consumer Behaviour
•    Global Marketing Management
•    International Purchasing & Supply Chain as competitive advantages
•    Product and Innovation Management
•    Multicultural Customer Experience Management
•    Cross-Cultural Communication & Negotiation
•    Legal context in international relationships

Key points:
•    To leverage KEDGE’S three areas of expertise, which are internationally recognized:
         -A cultural perspective of marketing and consumption (Consumer Culture Theory)
         -International Purchasing & Innovation Management
         -Global Supply Chain Management
•    For the student, the guarantee is
o    A better understanding of consumers at the cultural level
o    Learn how to work with strategic suppliers to capture innovation and implement it as quickly as possible
o    Learn how to use supply chain as a competitive advantage to improve customer experience
•    Participation in “Into the Real”, an immersive experience with a company’s marketing team on a topic related to international development

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:

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


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
•    Data Analytics & User behaviour
•    Marketing decision making

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:

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

WINE & “FRENCH ART DE VIVRE”* – 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.

– Wine & Gastronomy

-    Wine culture: Knowledge of products, terroirs and production (including internationally recognised level 2 WSET® certification and a MOOC on Champagne)
-    Strategic and operational marketing applied to wines: ecological transition, wine tourism, digital marketing
-    Markets and consumers: major international markets, buying and consumption patterns

– Tourism and Culture
-    French art de vivre, cultural industries and France’s influence
-    Issues in the tourism and cultural industries
-    Strategic and operational marketing in tourism and culture
-    Contextual marketing:
            -Cultural tourism (festivals, exhibitions, live shows, etc.)
            -Sports tourism (surfing, rugby in New Aquitaine)
            -Agritourism

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.

•    Dimensions of Customer Experience
•    Sensory marketing
•    Experiential marketing mix
•    Brand culture & Brand tribes
•    Physical customer experience
•    Customer Experience Design & Measurement
•    Customer Experience Research Methods
•    Customer Experience in contexts (Luxury, Sports, etc.)

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.


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:

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


6-MONTHS INTERNSHIP ABROAD OR IN FRANCE


RESEARCH PAPER/THESIS


Research Proposal and Dissertation

 

*in the process of CGE accreditation for the start of the school year 2020-21

Admission conditions

Required diploma(s) :

  • Bachelor

Employment opportunities & career impact

Employment opportunities :

Jobs in Customer Experience

  • Consultant
  • Customer experience manager
  • Consumer experience manager
  • Customer relationship manager
  • Product developer
  • Product owner
  • Project manager
  • Customer insight specialist
  • Research officer

Jobs in International Marketing

  • International brand manager
  • Product manager
  • Marketing manager
  • Communication manager
  • International project manager
  • International sales developer

Jobs in Business Development & Negotiation

  • Key account manager
  • Strategic customer manager
  • Business developer
  • Head of development
  • Sales manager
  • Regional director
  • Sales area manager
  • Business marketing manager
  • Category manager


Jobs in Brand management

  • Brand manager
  • Product manager
  • Trade marketing manager
  • Social media marketing manager

Jobs in Communication, Media & Event management

  • Communication manager
  • Events manager
  • Sponsorship manager
  • Events project manager
  • Partnership manager
  • PR manager
  • Events producer
  • Influencer
  • Advertising manager
  • Community manager

Application Deadlines

Short Track :

Admission level : International Bachelor's degree (4 years)

Duration : 18 months

Degree : Master of Science

Campus : Bordeaux / Marseille

Language : English

Long Track :

Admission level : Bachelor's degree

Duration : 30 months

Degree : Master of Science

Campus : Bordeaux / Marseille

Language : English


Faculty profiles

KEDGE Business School's faculty is made up of almost 183 full-time lecturers and several hundred professional and academic speakers who teach at our French and international campuses.

The full-time faculty is comprised of lecturers-researchers, 90% of whom hold a PhD. 44% are international professors from over 30 different countries.

Due to the dynamics of the merger process, globalisation and the growth Kedge Business School is experiencing, it now boasts a substantial and incredibly diverse faculty, a strong asset in the face of new challenges in the fields of research and education.

Academic Excellence:

KEDGE is one of the European leaders in academic research on management, with a very ambitious research output.

FIRST FRENCH MANAGEMENT RESEARCH SCHOOL

KEDGE produces the equivalent of one article in a top-ranking journal every day.

In the 2017 ranking of best schools for research in management performed by L'Etudiant, the leading French magazine covering student orientation, KEDGE Business School came out on top in France with a total of 103 articles across all categories published by its faculty in 2015.

This exceptional performance is the result of its excellence strategy applied since the School's creation in 2013.

With three Centres of Excellence: Marketing, Supply Chain and CSR, and five Centres of Expertise: Wine & Spirits, Innovation & Entrepreneurship, Health Management, Finance Reconsidered and Creative Industries & Culture, the School affirms its academic expertise on several key issues in management sciences.


Campus facilities & Student Life

BORDEAUX

Accommodation

The Housing service of KEDGE Business School is available on a single platform.

You will find housing offers from private landlords, real estate agencies and student residences.

A multilingual team is at your disposal 6 days a week to help you to find and book accommodation.

To connect, sign up using your school email address and password of your choice

For further questions, do not hesitate to contact our housing advisor: housingbx@kedgebs.com

Arrival information

Pick up assistance

KEDGE BS and its International Students Association Melting Potes offer every semester to International Students a pick-up service from “Bordeaux Mérignac (BOD)” airport and “Bordeaux Gare Saint Jean” train station. The dates of the pick-up service will be communicated through the dedicated orientation session KEDGE BS website.

Integration

The International Students Association Melting Potes supports the International Office in facilitating the integration of international students among the French students through the organization of activities all year round.

Contact us on Facebook - Melting Potes

Life in Bordeaux

More information related to the city of Bordeaux, transportation, accommodation, estimated expenses, health & insurance, banks, visas, scholarships… can be found on the “International Student Handbook”. 

Visit the campus

Download files

 

 

Student handbook - Bordeaux (PDF - 2.5 MB)

 

 

 

Caroline Guilloux

Housing Advisor - Student Services

 

E-mail

+33 (0)5 56 84 63 26

 

 

MARSEILLE

Accommodation

The Housing service of KEDGE Business School is available on a single platform.

You will find housing offers from private landlords, real estate agencies and student residences.

A multilingual team is at your disposal 6 days a week to help you to find and book accommodation.

To connect, sign up using your school email address and password of your choice

For further questions, do not hesitate to contact our housing advisor: logementmarseille@kedgebs.com

Download files

 

Student handbook - Marseille (PDF - 3.4 MB)


Choose a Master, an MS or an MBA in Marketing

Pictogramme The Sector of Western Marketing

Nowadays, the companies have to sell their products and offers in a high competitive and dynamic world. The new technologies and the amount of data available owe the companies to invest a large extent of their resources in Marketing and Sales. The finality is to create an unique brand which can be sell in different western target markets profiting of the data analysis and the new channels of communication, such as social media or blogs.

Pictogramme Follow a Masters/MS/MBA in Western Marketing

The Master in Western Marketing looks for the students to finish with the capacities of understanding and applying marketing fundamentals and strategies in accordance with the company’s strategy. The will acquire the techniques to obtain information about the market situation and the different scenarios. Therefore, the students will develop the skills necessary in identifying opportunities, threats and changes to the company’s competitive environment and they will be able to adapt the company’s strategy according to possible scenarios in order to create the best business strategy. Also a clear understanding of the commercial trends and be able to change and adapt to the dynamic environment in order to overcome the competence.

Pictogramme To Work in Western Marketing

Western Marketing is a rising sector due to the increase in the use of data, the diversity of ways to access the target market and the IT tech advances, the futures prospectives up to 2024 are: a 19 percent rate of growth for marketing research analysts, about a 9 percent in marketing managers and 6 percent in social media managers.

There are various job titles for Marketing expertise, including product manager, brand manager, digital marketing manager, key account manager or marketing technician

Pictogramme Western Marketing in 2019

In a globalized world, companies are working relentlessly to adapt to the western interconnected world. They required for their new professionals develop strategic thinking to enter in new markets with an international western perspective. Another necessary ability is to be able make informed decisions in a global and dynamic environment and see market opportunities using a big quantity of data. It is important to be able to apply the principles of international western brand construction and management, creating products adapted for international western markets.

Due to new technologies, it is important to optimize the quality and content of the company’s websites, social networks and virtual communities. The development of strategies and campaigns in mobile device applications, as well as on social networks, is a remarkable part of the job. Future workers must take into account the planning on offline and online channels, the creation of efficiently digital marketing strategies and the understand the sales process in international contexts B2B

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