Program Content for the Msc in International Marketing & Business Development

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Doing business globally means that one will interact with people from around the world. This requires a macro understanding of market dynamics, but also a micro understanding of people from different cultures and how to create and decide together.

Course modules:

• Global market dynamics
• Cultural aspects in management, marketing and sales
• Negotiation skills
• Collective intelligence and creativity techniques

The program begins with core courses aiming to understand the marketing function in its entirety (what do people in marketing do, how can the marketing function be organized and how does it contribute to the creation of value) and in relation with the other functions of the firm (especially sales). You will also discover sales and purchasing techniques.

Course modules:

• Fundamentals of Marketing
• Market analysis
• Professional selling skills
• Purchasing and procurement

The Transforming early makers track challenges you to disrupt existing business models to imagine new value systems in the 2030 horizon through an entirely innovative learning path, directly preparing you for your new profession: steering and supporting the emergence, deployment, development and diffusion of transformation projects using digital technology as a lever for disruption.

Our approach positions you as a “maker”. You will be deployed on a project and placed in a competitive and collaborative environment where you will benefit from methodological input and support. From September, you will join a working group and cluster aligned with your areas of interest. Each week will be organized around this project and the various actions and initiatives that you will be required to achieve. Five series of courses and transversal themes will be studied in this first period:

• Stimulate your creativity through Design Thinking
• Improve your flexibility using fast-track projects
• Harness disruptive markets using Market Intelligence
• Constructing disruptive competitive positioning
• Making disruptive business bodels profitable This track has many advantages:
• you work in a team on topics that interest you
• you learn in a real-life situation with regular objectives and deliverables
• you are supervised by a coach
• you focus on your employability from the outset by meeting companies, participating in professional workshops and hearing expert testimonials
• you quickly learn how to sell and how to sell yourself (sales pitch approach)

This International Seminar is a unique opportunity to engage in insightful conferences and connect with numerous companies. It offers a firsthand understanding of how the economic landscape influences business strategies, while also immersing you in the local culture. Finally, it is also a way to start developing your international network.

Marketing means taloring our products and services to the market. This requires making the right strategic choices, and then implementing them. It also entails defining the right sales strategy, managing salespeople and key customers.

Course modules:

• New venture development
• “Go to Market” (distribution)
• Sales strategy and sales force management
• Strategic partnerships and Key Account Management

A large part of marketing is about understanding the final consumers of our products and services. This entails diving into psychology and sociology applied to consumption. This, in turn, serves to develop novel ideas. This module will also explore the future of innovation (big data, AI) and marketing (sustainability, ethics, etc.)

Course modules: • Consumer behavior • Sociology of markets • Managing risk and uncertainty • Introduction to big data and artificial intelligence • Future of marketing

You will have the choice between two international destinations

Vietnam : French Vietnamese Center of Management (CFVG) in Hanoi and Ho Chi Minh City
South Africa : Stellenbosch Business School near Le Cap

This module aims to cover some more specific issues related to bringing products/services to the market. On the one hand, students will discover how to manage innovation and how to brand novelties. On the other hand, they will tackle more specific issues related to marketing, such as digital marketing and pricing strategies.

Course modules:

• Innovation management and entrepreneurship
• Branding strategies
• Digital marketing in global markets
• Pricing strategy

The in-company project, which is an important part of the curriculum, allows you to enter your internship or first job with solid experience. Working on a business project will help you to:

• Put your newly acquired academic knowledge into practice
• Gain first-hand experience while working on a tangible project while benefiting from the comfort of a supporting structure
• Learn intercultural skills, navigate different businesses and cultural environments
• Build a network (with local alumni, students and partners)

To conclude your graduate studies, you will have to write a professional thesis. The topic will be chosen in coordination with your academic supervisor and in line with your missions during your internship or first job.

The professional mission will last from 4 to 6 months and can be an internship, a VIE (international volunteering mission), a fixed-term contract or a permanent contract. This is a great opportunity to put your academic knowledge to the test and acquire tangible experience within the industry. The school will give you all the support and tools you need to find the right job for you.

Assessment methods may include case studies, presentations, mock exercises, tests, etc.