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项目介绍
Marketing activities and skills need to change in step with the deep and often contradictory changes underway in our environment, including digital technology and the development of a participatory culture turning consumers into ethical consumers, a sense of belonging to several communities through affinity or emotional ties, the emergence of a trend towards a more responsible form of marketing and new forms of competition based on the creation of open ecosystems involving “business partners”.
It was with these changes in mind that we designed the MSc Marketing, working with a team of teacher-researchers and companies who are part of the KEDGE Business School ecosystem. The professors belong to one of Europe’s best-known Research Centres, the KEDGE BS “Marketing Centre of Excellence”. (rajouter le classement de KEDGE en recherche, sur le dernier classement de Shangahï)
Working with businesses, they take our current state of knowledge forward in the marketing field, and involve students in their research. Companies are involved in the joint-creation of the programme at several levels: some are involved in managing the programme via the Development Committee, while others support students throughout their optional study routes thanks to “guiding light” partnerships.
They all share the same aim: to help future graduates to develop a vision of a responsible marketing, and to acquire cutting-edge competences in order to succeed in their future projects.
此项目是法国商学院中唯一一个品牌管理相关专业。这个项目在市场营销下还细分了多个不同的方向，是法国商学院所有市场营销专业中最灵活的一个。
项目专业方向
波尔多校区
- Brand Management
- Sales Leadership & Negotiation in B2B
- Wine & “French Art de Vivre”
巴黎校区
- International Marketing
- Media, Lobbying & Communication
马赛校区
- Brand Management
- Customer Experience
- Communication & Event Management
这些方向各有特点，其中品牌管理方向通过教授品牌管理的相关课程帮助学生在毕业之后进入企业的市场营销和传播、公关、品牌管理、产品管理等部门工作；葡萄酒和法国生活艺术方向着重于法国领先的葡萄酒、旅游和文化产业方面的市场营销；销售和B2B谈判方向专注于企业对企业之间的销售，特别针对工业企业等非直接面向大众消费者的公司的营销和销售；国际市场营销方向专注于在国际环境的营销策略；媒体、游说和传播方向适合以后职业方向是媒体以及非盈利机构NGO的学生；客户体验方向关注营销和品牌管理中的客户体验最优化；传播和活动管理方向突出活动中的营销。
课程详细
Core Courses
Culture Consumption & Marketing; Digital Marketing; B2B Marketing; Services Marketing; Consumer Behavior; Strategic Brand Management; Marketing Research & Data Analysis
Brand Management (波尔多或马赛校区)
Experiential Branding & Consumption; Product & Innovation Management; Coomunication & Creative Strategy; Communities & Social Media; Trade & In-store Marketing; Data Analytics & User Behavior; Marketing Decision Marketing...
Sales Leadership & Negotiation in B2B (波尔多校区)
Selling Products & Solutions; Sales Force Management; Customer Management; B2B relationships; B2B Digital Transformation; Financial Impact of Negotiation; Salesforce Software Training...
Wine & “French Art de Vivre” (波尔多校区)
Wine & Gastronomy; Wine Culture; Strategic & Operations Marketing in Wine Industry; Markets & Consumers; Marketing in the Tourism & Cultural Industry...
International Marketing (巴黎校区)
Contemporary Issues in International Marketing; Culture, Consumption & Consumer Behavior; Global Marketing Management; Product & Innovation Management; Multicultural Customer Experience Management; Cross-cultural Communicaiton & Negotiation...
Media, Lobbying & Communication (巴黎校区)
Complexity in a Media World; Digital Humanities; Soft Power; Political Communication; Media & Economics Issues; Lobbying & Networking...
Customer Experience (马赛校区)
Dimensions of Customer Experience; Sensory Marketing; Experiential Marketing Mix; Brand Culture & Brand Tribes; Physical Customer Experience; Customer Experience Design & Measurement...
Communication & Event Management (马赛校区)
Communication Strategy; Communication & Creative Strategy; Experiential Branding & Consumption; Communities & Social Media; Event Project Management; Graphic & Video... |
