Program Content for the Msc in International Marketing & Business Development

📅 September to December 📍 Lyon

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:

• Consumer behavior
• Sociology of markets
• Market research and analysis
• Global market dynamics
• Professional selling skills
• New ventures
• Future of marketing
• Branding strategy

This International Seminar is a significant moment in the program : it is an inspiring and energizing experience in another country, culture, and environment. It 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.

📅 January to March 📍 Lyon

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:

• Culture in Management and Marketing, Sales and Negotiation
• Strategic Access to Markets
• Sales Strategy and Sales Force Management
• Strategic Partnerships and Key Account Management (KAM)
• Mindful Project Management - Managing Risk and Uncertainty
• Artificial Intelligence for Business
• Pricing Strategy - International Trade Techniques
• Strategy for Emerging Market
• Master's Thesis Methodology

Among marketers and business developers, it's widely believed that successful innovation addresses an unmet market need or offers superior value for an existing one. This course explores innovative international project development across key industries: transportation, fashion, real estate, health, energy, and food. The goal is to create disruptive, CSR-oriented solutions to reshape these ecosystems. It covers brainstorming, team organization, intercultural management, project leadership, customer-centric value propositions, and business plans, while reviewing tools for market assessment, competitive analysis, and international business strategy.

Benefits include:

• Teamwork on relevant topics
• Real-life learning with set objectives
• Coaching support
• Employability focus with company interactions and workshops
• Skills in sales and self-promotion

This course equips students with the skills to analyze and anticipate economic, social, and technological trends in an unpredictable global economy. It focuses on building strategic thinking and competitiveness while challenging the narrow view that consultants should only focus on individual firms. Ideal for those interested in consulting and entrepreneurship, the course prepares students for a consulting project that requires a broad perspective across industries and regions.

📅 April to July 📍 International term

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 and entrepreneurship
• Branding strategy
• Global Purchasing Strategy and Operations
• Social Media and Mobile Marketing
• International Business Law
• Business Environment

The in-company project, which is an important part of the curriculum, allows you to enter your internship or first job with solid experience. The I-CP is a consulting project in which a group of students work on a problem provided by a company in its business or management environment. The problem may also concern new projects for developing the business and understanding the environment to decide future business strategies and directions.

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)

📅 August to December 📍 Anywhere in the world

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 objectives of the Master’s Thesis are:

• Identify a topic addressed during one of your courses or academic activities.
• Build a research framework around concepts and bibliographic resources.
• Build hypotheses and a methodology to validate or invalidate them.
• Collect data using qualitative, quantitative, or mixed methods.
• Provide a critical analysis based on objective observation.
• Recommend solutions, best practices, or strategies.
• Present a well-structured, relevant discussion with a proper conclusion.

The professional mission will last from 4 to 6 months and can be an internship, a VIE (international volunteering mission), an entrepreneurial project, 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.
Graduation rate: data not yet available (first intake: September 2022)