Marketing
Programme
MSc International Marketing & Business Development
Practical information
Type of programme
Full time
Duration
1 or 2 years
Tuition fees
€19,000 for the MSc 1 year / €38,000 for the MSc in 2 years
Location
Belo Horizonte (Brazil), Lille (France), Paris (France), Raleigh (USA), Sophia Antipolis (France), Suzhou (China)
Language
English
Start date(s)
September, January
Admission level
High school + 3 years of study, Bachelor degree
Degree
Master degree
About the degree
Programme overview
Broad strategic insight and the skills to develop new business opportunities
Taught in English at the Paris, Lille, Sophia Antipolis, Raleigh, Suzhou and Belo Horizonte campuses
September, or August, and January intakes on all campuses.
Each campus has its own specialisation tracks.
The 2024 QS ranking placed this MSc twelfth worldwide and eleventh among the European schools represented.
Programme outline
This MSc is unique, proposing a double-competency approach that speaks to recruiters, whether in start-ups or big companies, whatever the industry.
Students are trained in the core must-have competencies required for future marketing or business development professionals:
- Brand management
- Innovation & creativity
- Strategic marketing
- Marketing analytics
- Consumer insights
- International scale up
- Application of operational marketing
- Sales & business development.
Students are able to customise their programme by choosing elective classes that can vary from one campus to another. This MSc is available on six different SKEMA campuses.y
- Lille: One of the most dynamic French regions with a strategic geographic position at the centre of Western Europe. On top of the core courses, Lille campus offers a large range of electives, including company projects/challenges. Lille is also home to several European Retail Leaders, such as Auchan, Decathlon and Leroy Merlin.
- Paris: The French capital with France’s densest economic, cultural and industrial base.
- Sophia Antipolis: The “French Silicon Valley” with the largest European technology park. Sophia also offers a broad range of electives, with a focus on application and company projects.
- Belo Horizonte: Capital of the second largest state in Brazil, offering a strategic and practical approach to emerging market business development
- Suzhou: Home to 118 of the top 500 companies in the world. It is just one hour from Shanghai and home to 100,000 students and 28 universities with an appropriate focus on digital marketing.
- Raleigh: A top spot for young professionals and families and nationally recognised as a city on the rise: America’s best city by businessweek.com and the third best place for business and careers by Forbes, among many more accolades.
The programme balances hard and soft skills, academic input and practical application, reaching out to companies through projects, testimonials, case studies and challenges.
In-company projects and assignments
Recent projects include: market research for start-ups in the SKEMA Ventures incubator; a study of tourist habits for Galimard perfumery in Grasse; developing a better in-store customer experience for Leroy Merlin; exploring business development options for a local craft brewery; development of a sustainable and innovative marketing strategy for Natura; development of communication projects, research, hacking and digital sales for company clients of the V4 agency.
Companies contribute regularly to courses (Frost & Sullivan, Procter & Gamble, IBM, Valeo, Kantar, L’Oréal,...), thus providing a strong sense of operational realism and insight into their own business. Students are encouraged every year to participate in company challenges, such as the “Auchan challenge”, the “L’Oréal Brandstorm Challenge”, “the Amazon Challenge”, the Monaco Oceanographic museum challenge... Partner companies join us every year to participate in our own sales challenge.
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This programme has been designed to meet ever-changing business needs and to provide differentiated expertise through the complementary marketing and business development skills.
It challenges students with new marketing and business ideas and concepts, and encourages them to consistently apply theory to practice, equipping them for the fast-moving global knowledge economy. The local approach on the different campuses, the variety of projects and the mandatory internship enable students to specialise while simultaneously gaining an overall view of marketing and business development in international contexts.
Teaching focuses on the practical application of acquired knowledge and exchanges with experienced professionals working on company projects.
Moreover, the programme maintains strong links with companies keen to recruit candidates able to combine sound marketing analysis with an interest for sales and business development and an awareness of strategic issues.Image
"SKEMA's MSc in International Marketing & Business Development gives students comprehensive interactive training in international business and related fields. Classes and projects are practice-based constantly giving the international students examples of what is required in the job market.
Thanks to the different opportunities I had to meet students for internships, apprenticeships, the negotiation contest, the HR case study, I confirm that students are quickly operational and business oriented.
As a global leader, the Hilti Group recruits talents ready to develop themselves in different areas of the company and in different countries. Basically, our expectations meet the learning principles of this MSc."
The programme in videos
![[STUDENT EXPERIENCE] Houda Kamal](https://img.youtube.com/vi/PQeFLniJ5eo/hqdefault.jpg)
Courses
CORE-COMPETENCY COURSES (on all campuses)
Semester 1
- International Business Development, 3 credits
- Strategic Brand Management, 4 credits
- Marketing Research, 3 credits
- New Business from Idea to Market, 3 credits
- Career Management 1, 0 credit
Semester 2
- Understanding the Elusive Consumer, 4 credits
- Product Management & Operational Marketing, 3 credits
- Business Development & Sales + Sales Challenge, 3 credits
- Career Management 2, 1 credit
This master aims to understand the synergies between sales, marketing and product strategies.
Key competences: data analysis, international business strategy, strategic marketing, communication and presentation skills, sustainable marketing
DISSERTATION (all students/all campuses)
- Master thesis in binoma, 18credits
ELECTIVE COURSES BY CAMPUS
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Autumn semester electives (Sept - Dec): choose four
- Managing in International Contexts, 2 credits
- Panel Data Analysis, 2 credits
- Perfect Pitch, 2 credits
- Research Methods, 2 credits
- Sustainable Marketing & Communication, 2 credits
- Company Challenge, 2 credits
- AI & Data Analytics, 2 credits
- Digital Growth, 2 credits
- Finance for Marketing and Business Development, 2 credits
- Marketing Intelligence, 2 credits
- Fundamentals and Strategic Management of Luxury, 2 credits
- Omnichannel Strategy, 2 credits
- Start up a Start-up: Understanding and practising digital tools for business development, 2 credits
Spring semester electives (Jan - April): choose five
- Google Tools and Sem, 2 credits
- Facebook and Instagram Certification, 2 credits
- Digital Marketing, 2 credits
- UX Design and Usability, 2 credits
- Photoshop, 2 credits
- Business Intelligence with Data Mining, 2 credits
- Negotiation, 2 credits
- Trade Marketing and Category Management, 2 credits
- International Business Development Simulation, 2 credits
- Advanced quantitative methods, 2 credits
- Competitive Intelligence for International Business Development , 2 credits
- LEGO Serious Play for Creativity and Innovation, 2 credits
- Advanced Strategic Marketing, 2 credits
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Autumn semester electives (Sept - Dec): choose two
- B2B Marketing, 2 credits
- Managing Multicultural Teams, 2 credits
- UX Design & Usability, 2 credits
- From Idea to Fundraising, 2 credits
- Photoshop (Graphic Design), 2 credits
- Meta Certification (FB & Instagram), 2 credits
- Advanced xls for Marketing, 2 credits
Specialisation core (mandatory)
- Sustainable Marketing and Communication, 2 credits
- Competitve Intelligence for International Business Development, 2 credits
Spring semester electives (Jan - April): choose three
- Sales Challenge, 2 credits
- Advanced Sales Tech, 2 credits
- Perfect Pitch, 2 credits
- Meta Certification (FB & Instagram), 2 credits
- Day in the Life in an Agency, 2 credits
- Business Intelligence with Data Mining and Spreadsheets, 2 credits
- Power of Communication, 2 credits
- UX Design & Usability, 2 credits
- Creative Content Design, 2 credits
- PR Strategy for brand building, 2 credits
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Autumn semester electives (Sept - Dec): choose four
- Using LEGO Serious Play to Enhance Creativity, 2 credits
- Perfect Pitch, 2 credits
- Introduction to Photoshop, 2 credits
- E-commerce, 2 credits
- Company Project, 2 crediits
- Company Challenge, 2 credits
- Research Methods (recommended for dissertation writing), 2 credits
- UX Design and Usability, 2 credits
- AI and Data Analytics, 2 credits
- Motivation & Well-being at Work, 2 credits
- Understanding Luxury Dynamics, 2 credits
Spring semester electives (Jan - April): choose five
- Social Network Marketing, 2 credits
- Using CRM with Salesforce.com, 2 credits
- Digital Growth, 2 credits
- Big Data and Analytics, 2 credits
- Trends, Innovation and Competition in the Perfume Business, 2 credits
- Using Excel for Business Developers, 2 credits
- Company Project, 2 credits
- Company Challenge, 2 credits
- L'Oréal Brandstorm Challenge, 2 credits
- Sustainable Design, 2 credits
- Facebook and Instagram Certification, 2 credits
- Mystery Shopping, 2 credits
- Competitive Intelligence for International Business Development, 2 credits
- Artificial Intelligence and Machine Learning with Power BI, 2 credits
- Leadership & Culture, 2 credits
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Sept - Dec semester electives: choose four
- Digital sales: channels, tech and strategy, 2 credits
- Communication and Engagement in an Emerging Economies, 2 credits
- Marketing Analytics, 2 credits
- Digital Growth, 2 credits
- AI & Data Analytics, 2 credits
- Optional Portuguese
Jan - April semester electives: choose five- Communication and Engagement in an Emerging Economies, 2 credits
- Meta Certification (FB & Instagram), 2 credits
- Marketing and Conscious Capitalism, 2 credits
- New Business Models for Underexplored Segments, 2 credits
- Strategic Marketing Business Games, 2 credits
- Services and Customer Experience Management, 2 credits
- Optional Portuguese
When the first semester has been done on the Belo Horizonte campus, the student who has achieved all the degree criteria will be awarded the Brazilian MSc International Marketing & Business Development certificate.
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Autumn semester electives (Sept - Dec): choose two
- Managing an Export Project, 2 credits
- Business Negotiation, 2 credits
- Research Methods (mandatory for MSc dissertation), 2 credits
- AI & Data Analytics, 2 credits
Suzhou specialisation core (mandatory) :
- Digital Marketing Project, 2 credits
- Digital Media, 1 credit
Spring semester core courses (Jan - April) :
- Understanding the Elusive Consumer 4
- Product Management & Operational Marketing 3
- Business Development & Sales 3
- Career Management 2 0.5
- Chinese Language 0.5
Electives : choose two
- Persuasive Cross-Cultural Business Communication, 2 credits
- Graphic Design, 2 credits
- Perfect Pitch, 2 credits
Suzhou specialisation core (mandatory)
- Managing Social Networks & Communities, 2 credits
- Digital Growth, 2 credits
- Influencer Marketing, 2 credits
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*limited places
Autumn semester electives (Sept - Dec): choose two
- Global Digital Marketing, 2 credits
- Social Media Marketing, 2 credits
- AI & Data Analytics, 2 credits
Raleigh specialisation core (mandatory) :
- US Culture & Business (new students only), 1 credit
- Public Speaking and Presentation Skills (returning students only), 0 credit
- Career Management 1, 1 credit
Spring semester special topics (Jan - April): choose three
- Meta Certification, 2 credits
- Design Thinking and International Product Development, 2 credit
- Marketing Analytics, 2 credit
- Salesforce, 2 credit
Raleigh specialisation core (mandatory) :
- US Culture & Business, 1 credit
- Public Speaking and Presentation Skills, 0 credit
- Motivational Well Being at Work Organisational Behaviour, 0 credit
- Career Management 2, 1 credit
MSc IMBD videos
Admissions
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| French State Certification label guaranteeing the reception facilities quality offered to international students. More information here |
Financing
2025/2026
Careers
MSc employment survey(Class of 2023)
- Net employment rate (at six months): 96%
- 40% work outside of their home country
- Business areas students choose to work in : Retail, Sales, Technologies, Industries, Consulting, Engineering, Agrobusiness, Media, Finance, Bank, Insurance, Luxury, Hospitality...
Career opportunities
By developing a well-rounded profile that combines strong core marketing skills, business development acumen and a degree of specialisation, this MSc opens the door to a range of careers in marketing, sales and business development across different sectors.
Graduates of this MSc stand out in the job market because they have developed a double competency in both marketing and business development, and first-hand experience of working in very international environments and teams due to the international focus and student composition of the program.
They find jobs in a variety of businesses and positions, such as trend agencies, marketing research, communication and event agencies, marketing, brand or product management, trade marketing, category management, sales and business development, key account management or purchasing, PR, social media, digital partnerships (Google/Facebook), growth hacking, e-commerce.
Recruiting companies
Abylsen, Akkodis, Amazon, Alten, BETC, BMW, Chanel, Chaumet, Dell Technologies, Diptyque, Ferrero, Forst & Sullivan, General Mills, Google, Guerlain, Heineken, Huawei, JCDecaux, Kenzo, Leroy Merlin, LinkedIn, L’Oréal, Manpower, Pernod Ricard, Pierre Fabre, Printemps, Procter & Gamble, Renault, Saint-Gobain, Salesforce, Stellantis, Ubisoft, Unilever, Veepee, Veolia, Vestiaire Collective, Zadig et Voltaire
SKEMA Talent & Careers : Get ready for your career
SKEMA Talent & Careers, made of career consultants and dedicated experts, supports students in getting ready for their professional project, in discovering jobs, companies and business sectors, and in sourcing internships and jobs.
Our mission is to give you all the resources, methods and opportunities to successfully get on the job market.
Professional development
Build your professional project at each step of your studies thanks to dedicated support and resources.
Corporate events
Meet companies and recruiters, learn more about jobs and business sectors.
Internship and job search
Find your dream internship among a large number of offers available to you, in France or abroad.
Personalised advice
Discuss your plans further with a Talent & Careers consultant and get individualised guidance.
SKEMA Alumni : A powerful, supportive network
As an MSc student, you will become a member of SKEMA Alumni, a network of more than 60,000 graduates in key positions in more than 145 countries around the world. You will benefit from the numerous services that will help you to promote business opportunities, meetings and professional development.
Student testimonial
"I achieved my goals thanks to the personalised coaching I received from qualified professionals.
I was referred to the Talent & Careers team to get professional advice regarding my CV, cover letter and the steps I needed to succeed with my professional ambitions. During our regular exchanges, we defined a personalised strategy in line with my expectations.
I have found an internship in a company with great values and I want to thank the Talent & Careers team for their precious advice."
Contact us
A team is at your disposal for any further information you may require.
Indian subcontinent
JHAVERI Viragi
Latin America & Western Europe (except France)
DI GIROLAMO Pauline
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FACE Stéphanie
Sub-Saharan Africa
AYERNOR Harriet
China & Northeastern Asia
YANG Jade
Eastern Europe, Central and Southeast Asia, Oceania
Lu Yongfeng
