Programme curriculum

The MSc Marketing Management takes place over three terms, two of which are taught with the third dedicated to undertaking an internship. During the first term you will learn the marketing essentials along with the most advanced techniques in the field. In the second term you will be able to specialize and focus on the most appropriate professional area to meet your future career goals. Finally, in the third term you will undertake an internship in a renowned national or international company.

In addition, throughout the whole course you will benefit from our personalized coaching service to help you define your career goals and set you on the right professional path.

 

1st Semester – Landing in the World of Marketing 

The first semester is divided into six academic modules designed to provide you with a strong basis in Business Management and Marketing. 

 

Business Preparatory Course

Our Business Preparatory Course (BPC) is designed to align your knowledge to the master’s academic requirements.

Should I enrol in the BPC?

Our MSc Marketing Management is primarily targeted at candidates with management-related academic backgrounds.

Management-related academic backgrounds
In this case, you do not need to enrol in the BPC. Anyway, you are also welcome to do it! In fact, it is highly recommendable as you will have the chance to refresh your management skills.

Non-management-related academic backgrounds
In this case, you do need to enrol in the BPC.

In both cases the BPC is already included in the total tuition fee.

The BPC will take place before the beginning of the regular MSc Marketing Management classes from November to December 2018. It consists of:

  • Introduction to Accounting and Finance
  • Quantitative Methods
  • Introduction to Marketing
 

Business Management Foundations

In this module, you will learn the main key concepts in business management and their strategic importance in all types of companies.

  • Strategic Management
  • Operational Business Plan
  • Human Resource Management
  • Information & Decision
  • International Business

 

 

Marketing Essentials

This module will give you an insight into the essentials in marketing from different perspectives, with a special focus on the digital world.

  • Brand Strategy
  • Integrated Marketing Communication
  • Digital Marketing and Direct Marketing
  • Think & Create in Advertising
  • Sponsorships, Events & PR
  • Marketing Intelligence and Decision Support Tools
  • Data Analysis
  • Services Marketing
  • Pricing, Budgeting & KPI
 

Strategic Marketing

In this module will provide you with the skills needed to develop a Marketing plan to better reach and satisfy customers while increasing profitability and productivity.

  • Consumer Behaviour & Marketing Strategies
  • B2B & CRM
  • Big Data
  • Innovation Management 
 

Marketing Consulting Project

The Marketing Consulting Project is held in partnership with a leading consumer goods company. Students, split into groups of five members, will analyse a problem of a real company and provide strategic marketing recommendations. As an example, in the past two years we have successfully collaborated with Sony. The feedback from our students show the high level of satisfaction with the hands-on approach that also increase their employability chances.

 

 

Business Simulation

At the end of this term students form workgroups representing different companies from the same sector. With the help of specialized software, teams will compete to apply their strategic marketing knowledge and skills to advance the interests of their company. The competition will be held with teams from our campus as well as those from the Toulouse campus.   

 

 

 

2nd Semester - Time to Specialise

This semester is divided into three modules based around the integration of marketing into business strategy.

In this term you will choose the professional specialization path which best meets your career goals.

Advanced Business Strategy

An intensive course designed to provide in-depth business knowledge and develop the topics studied in the first term. The main goal is to prepare you to be able to solve highly complex real business cases.  

 

Professional Specialisation Paths

Here you will choose one of the three Professional Specialization Paths the course offers:

  • B2C Marketing - Mass Consumer Goods Marketing
  • B2B Management
  • International Business

 

B2C Marketing - Mass Consumer Goods Marketing 

This specialization option will provide you with an insight into the business sphere of mass consumer goods and targeted distribution aimed at the final consumer.

  • Market Research
  • Product Mix Management
  • Communication
  • Distribution and Channels
  • Sales and Negotiation
  • Personal Development
  • Research Methodology Seminar

B2B Management

In this specialization path you will get to know the relationship between companies that produce products for or provide services to other businesses. Currently, B2B business exchanges account for 50% of the total GNP of modern economies.

  • Professional Behaviour
  • B2B Management
  • Business Development
  • B2B Marketing

 

International Business

This specialization option will provide you with the tools required to identify business opportunities in international markets. You will also learn to establish the most appropriate strategies depending on the product (or service), the potential clients and the specific business objectives.

  • International Strategies & Organization
  • Market Knowledge
  • Technical Tools
  • International Business Professional Project
 

Consulting Project

A consulting project performed in teams, often interdisciplinary, comprising the strategic assessment of a real company and the proposal of strategic recommendations. This is an exciting practical activity that implies the application of all competences developed throughout the programme.


3rd Semester - Put Theory into Practice

During this semester, you will undertake a compulsory internship in a national or international company. The internship need to be related with the Professional Specialization Path you have chosen.

Internship Assessment

This internship is an integral part of the course and as such is assessed with:

Oral Presentation: You will have to detail your experiences and what you have learned during the internship period. Both the company supervisor and your TBS tutor will assess your presentation.

Internship Dissertation: You must produce a mandatory professional research paper that must be drawn up according to the precise procedures specified by TBS, with the help of an instruction guide and writing aids.

How to find your internship?

Our Career Starter Service will help you develop skills and provide you with professional tools to find the most appropriate internship to fit your career goals. They also offer a personalized coaching service to ensure that you get the most out of your internship experience.

Looking for an internship may be a complex exercise that requires perseverance, autonomy and initiative. This individual work to which you will be prepared during the Career Starter workshops, is also part of your learning and an important process that allows you to improve your employability.

In previous years, our MSc students have interned in the following companies and organizations:


         

         

         

         

       

 

Learning Method & Assessment

In accordance with TBS philosophy, classes other learning activities of the MSc Marketing Management have been conceived as spaces of interaction between experts and students to build and share knowledge around professional challenges, helping learners to develop competencies to approach real organizational problems. As a result, a variety of methodologies are used, including lectures and explanations, but also debates, exercises, case studies, and all kinds of projects. Expert - learner interactions are tailored according to the context, the content and the objectives of the programme, meaning that there is no standard methodology and that it can vary according to the topic that is being dealt with.  

Consulting Projects

Junior consulting projects, serving demands from real companies in the search for strategic or functional insight for specific challenges they experience, are often the corollaries of the studies, thus, stimulating students to be audacious in proposing business solutions after deep analysis of the problems.

Learning Itineraries

The MSc Marketing Management curriculum is integrative and dynamic, combining trends in scientific development as transferred from the academic departments, and professional tips and heuristic approaches from practitioners. Instead of separate modules, content is revised through learning itineraries that facilitate integration between the different parts. Exams and projects are then transversal to the study path, enforcing this integration. These itineraries are also managed by an expert (scholar or practitioner) responsible for updating each year the programme content, after reviewing job market demands, latest trends in the field, internal coherence and consistency, etc. This organization allows the programme to improve each year and be more adapted to external demands.  

Evaluation System

Assessment of individual achievement is always part of the evaluation system, but it is complemented by many opportunities involving team work. Very often these group assignments are to be developed by pre-arranged teams where we encourage diversity in terms of national origins, programme, specialty, among others, in coherence with our value of openness. Peer assessment is not infrequent in this context. Outcomes and outputs are an important part of what is assessed, but feedback on the process is also part of the grade in the form of valuation of the effort, assiduity, engagement, and other skills alike. As noted, exams are by no means the only instrument used to evaluate student’s progress.  

Transfer

Transfer to professional life is ensured by a mandatory internship period in a company, after which a report is presented where scientific knowledge is used to raise proposals of improvement for the firm. This pedagogical approach assumes that students are independent and proactive learners or else it would not work properly. Students who make the most in terms of their professional skills, are those who participate actively, profit from the learning resources made available by the school, try different strategies to deal with interpersonal difficulties and organize themselves to meet multiple demands with high quality products.