In response to the recruitment needs of companies for their marketing and sales functions, emlyon business school puts its combined expertise in marketing and business development in conjunction with its global outreach and its solid roots in the business ecosystems of Lyon and Shanghai, to propose the MSc in International Marketing & Business Development.
Discover the program content for the academic year 2022-2023.
Word of welcome
“In our ever-evolving world, companies are constantly trying to innovate. This entails not only manufacturing novel products and services but also marketing them properly, then having them reach their final customers efficiently. On the global stage, there is no single recipe for doing this, as each product or service / company / market / customer is different.
Spanning from ideation to sales, the marketing function of the firm lies at the heart of the value chain. It needs to work in symbiosis with actors of business development (innovators, salespeople and buyers). Marketing has long been a top recruiter for business graduates; business development offers less visible, yet fascinating careers. Currently, sales managers and B-to-B salespeople are hard to find, and companies are desperate to modernize their sales and distribution practices, especially in the digital age.
Across the globe, in multinational companies or local SMEs, marketing offers a wide array of jobs, in direct confrontation with the main challenges of our times: rapid digitalization, brutal changes in consumption practices, sociocultural and economic diversity, not to mention challenges linked with sustainability and corporate social responsibility.
In response to the specific recruitment needs of these functions, emlyon business school puts its expertise in marketing and business development in conjunction with its global outreach and its solid roots in the business ecosystems of Lyon and Shanghai, to propose the MSc in International Marketing & Business Development.
As a student of this program, you will acquire fundamental knowledge about marketing and business development, an understanding of the challenges of working on the international scene, ready-to-use interpersonal skills and exposure to business practices both in Europe and in China (and globally – through class activities). In addition to classroom knowledge, you will gain hands-on experience and exposure to real business challenges – and the top-notch professionals handling them. In addition, the semester on emlyon’s Shanghai campus will add both an international experience as well as business knowledge of this fast-growing region to your resume.”
Adrian Borbély- Head of the MSc in International Marketing & Busines Development – Associate Professor
A specialist of negotiation, Adrian has been teaching at emlyon since 2019. Raised in an intercultural environment, a lawyer by training, he has developed a strong interest in negotiation as a management tool, an interpersonal skill and a conflict management method. He develops theory and novel pedagogical tools to share his passion for the topic. He defines himself as a “pracademic” and considers that theory must be actionable. Before embracing the academic career, he has worked for the Paris Chamber of Commerce business dispute resolution center, as well as for legal services and law firms. He also has entrepreneurial experience, as he has created and operated (for three years) a training and mediation center.