The Marketing and Sales Management Department aims at developing responsible managers in marketing and sales, equipped to face the challenges of an increasingly digitalized and complex environment. The department contributes to 3 majors, 3 apprenticeship programs and 3 Specialized Masters. The department consists of faculty members including professors with a research mission, Professors of Practice and Phd students in the area of Consumer Behavior, Sales, Digital Marketing, Big Data, etc.
Both Marketing Majors aim to strengthen analytical and technical skills to benefit from the digital transformation, providing students with the knowledge to monitor digital activities, set a (digital) marketing strategy, make effective and ethical marketing decisions, design attractive technologies considering users’ experience.
The Digital Marketing major provides students with a profound understanding of designing, implementing, and optimizing marketing activities using digital technologies. Core courses include Digital Technology, and Digital Communication, Digital Analytics. Career opportunities include for instance Community Manager, Digital Manager, Omnichannel Manager, Internet Product Manager, Web and E-commerce Manager, or Web Traffic Manager.
The Marketing Management major offers extensive training in managing marketing actions across different media and in reaching objectives at an international level. Core courses include International Marketing, Advanced Marketing Mix, Marketing Strategy, Consumer Behavior, Customer Experience and Innovation Marketing. Career Opportunities include International Marketing, Product/Brand Manager, Marketing Data Analyst, Communication Manager, or Trade Marketing Manager
The International Negotiation and Business Development major, co-managed with the department of People, Organizations and Negotiation focuses on professional knowledge in business development to handle procurement and sales activities as a liaison with customers, suppliers, partners and organizational units in business networks.
It aims to prepare students to function at both inter-firm and intra-firm levels as a boundary spanner to interact with customers, purchasers, suppliers, network partners and organizational units. The offered courses aim to nurture our students to know what are B2B activities and how to manage sales performance, key account management, business relationships, and how to select business partners, such as customer firms, purchasing firms, supplying firms, and sales teams to develop analytical knowledge in professional selling and business roadmap creation. Core courses include for example Practical Negotiation Skills, International Relationship Management and Digital Strategy, and Professional Selling Skills & Personal Sales Performance. The career can be account manager, B2B corporate sales manager, sales development consultant, purchasing manager, retail network manager, and outside sales, international Business Manager, or Business Mediator.
Professionals from different fields and functions linked to marketing are invited to share their business perspectives with students.
Combination of theoretical and practical courses enriched by two years of experience in business, the apprenticeship programs make it possible to acquire both strategic and operational skills to become innovative managers in a constantly changing environment.
The Digital Marketing and E-commerce program turns passion for marketing and the digital world into skills to optimize companies’ digital and CRM strategies. The programs trains students to become managers who are able to offer innovative solutions and who acquire competencies in Search Engine Marketing, Programmatic Advertising, Mobile Marketing, Web analytics, Web and app design, Omni-Channel Distribution, E-Commerce and customer experience
In Digital Marketing and Innovation program, Digital marketing is approached theoretically and practically with code courses at Le Wagon and real issues proposed by companies of all sizes and from all sectors in progress or during hackathons. Innovation is approached via ideation methods such as design thinking or prototyping at the TechShop Leroy Merlin at Station F and through art, music, writing, documentary or even philosophy. The program also offers the possibility of creating your own start-up.
In the Retail Management & Business Development program, students gain competences and deep expertise in the management and business development of retail stores, including marketing, human resources management, performance measurement, sales and negotiation in a retail context.
The Big Data Analytics for Business program delivers its participants deep knowledge in the main methods and technologies in data sciences like Python, R, SAS, GIT, GITHub, JupyterLab, Jupyter Notebooks, Hadoop, Hyve, Spark, Kaggle, IBM SPSS Statistics, or Excel. Further, it gives access to best practices in industry via hackathon, workshops and meetings with domain experts.
In the International Business Negotiation program, students gain strong competencies in negotiation in an international context, understand the steps of a negotiation, understand your own style and manage communication and relational skills applied to sales techniques, human resources and problem resolution.
The Master in Digital Marketing & CRM provides a unique opportunity to strengthen both the knowledge of Digital Marketing and CRM and prepare future managers to work in these two rapidly emerging and complementary marketing fields that represent new ways of conducting marketing and improving relationships with clients. Core courses in the curriculum of the program include programmatic advertising, search engine marketing, CXM, and CRM & Sales.
The Executive Master – Mastère Spécialisé® Sales Management and Business Development is addressed to sales professionals in all its forms (industry, services, distribution) who want to develop their business skills (customer relations, negotiation, digital, …) and their leadership to become the essential partner of their company.
The Executive Master – Mastère Spécialisé® Marketing Management and Digital is built on a dual technical and managerial approach so that participants can both master in-depth marketing skills and develop a people-oriented leadership position, with a global vision of the company and its environment. This dual skill will allow participants to access managerial positions in Marketing and/or Digital Marketing.
RESEARCH, Expertise & corporate world
The marketing and sales management department works on various research topics including the study of consumer behavior, branding, CRM and churn management, AI and analysis of “big data” sets allowing companies to enhance their customer capital, international marketing, social media marketing, gaming, and negotiation within networks from a BtoC and BtoB perspective. The methodologies used are varied and include both qualitative methods (semi-structured interviews and focus groups) and quantitative methods (experiments, surveys, exploitation of customer databases) and mixed methods. Teams can be formed around these issues (Consumer Behavior; Marketing Analytics; Negotiation). Our research professors have developed certain areas such as for instance in Business Analytics (helping the companies to manage effectively their customer base using data science techniques) or Consumer behavior (taking into account the specificities of Generation Z and including disruptions with new technologies).
Over the last few years, faculty members have been successful in publishing their research papers in top-tier refereed international journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Research Policy, International Journal of Research in Marketing, Journal of Business Ethics, Journal of Retailing, Journal of Service Research, Journal of Public Policy and Marketing, Journal of Product Innovation Management, Industrial Marketing Management, Journal of Interactive Marketing, Psychology & Marketing, Marketing Letters and Journal of Business Research. We maintain an excellent network with overseas institutions for collaborative work. The team is actively engaged in research with mentorship, participation to international conferences, invitation of top researchers at our premises, internal brownbag presentations and coordination of special issues (e.g. https://www.journals.elsevier.com/journal-of-business-research/call-for-papers/virtual-influencers-a-new-frontier-in-interdisciplinary-research).
Researcher’s members of our department have varied backgrounds and their activity is interdisciplinary as it is based on theory and conceptual ideas from various disciplines such as: Marketing, Management, Psychology, Sociology, Sales, Economics, Econometrics, etc.
Faculty members are part of Centers of excellence. ICMA is the Center for Marketing Analytics is a knowledge hub formed by a team of academic experts with a proven track record in the fields of marketing analytics, customer relationship marketing (CRM) and database marketing that aims to support teaching, research and business projects. ICoN is the Center for negotiation research, teaching and knowledge transfer. It aims to create relevant, practice-oriented knowledge by means of precise, systematic and robust research methods and provide applications for students, professionals and organizations. ICIE is the Center for Intercultural Engagement. It brings together academics, instructors and staff from different departments who wish to collaborate and exchange practices regarding intercultural dynamics in business and the development of intercultural competence. ICOR is the Center for Center for Organizational Responsibility Contributing to the development of responsible, innovative and enlightened organizations.
Faculty members can run studies in the Behavioral lab where IÉSEG students take part in surveys in exchange for credits.
Our faculty members share their perspective in various media and platforms.