Marketing

The MSc in Marketing at Toulouse Business School is a comprehensive and rigorous program designed to equip students with the essential knowledge and practical skills required to excel in the dynamic field of marketing. This program is tailored for ambitious individuals seeking to deepen their understanding of contemporary marketing strategies, consumer behavior, digital marketing, branding, and market research. Students will explore key concepts such as integrated marketing communications, strategic planning, and data-driven decision-making, preparing them to address complex marketing challenges in a variety of industries. The curriculum emphasizes a global perspective, encouraging students to develop innovative solutions and adapt to the rapidly evolving digital landscape. Throughout the program, students engage in practical projects, case studies, and internships, facilitating experiential learning and fostering professional growth. The faculty comprises experienced academics and industry professionals dedicated to mentoring students and providing insights into current market trends. Upon graduation, students are well-equipped to pursue careers in marketing management, brand management, digital marketing, market analysis, and related fields, both locally and internationally. The MSc in Marketing at Toulouse Business School offers a rich learning environment that combines theoretical foundations with real-world applications, ensuring graduates are prepared to become strategic, ethical, and innovative marketing leaders.

1ST SEMESTER (JANUARY-JUNE)

Common subjects

Focused on developing an understanding of the complexity of business and general management.

 The Business Plan: The capacity to identify and develop a business opportunity is an essential skill for any manager. This subject provides the technical tools to succeed in this task, with special emphasis on the financial and accounting aspects.

Company Strategy: How management can make a business profitable. Understanding the competitive environment (markets, competitors, etc.), utilising internal resources and capabilities and determining strategies based on this knowledge to create a business advantage.

International Business: The tools to understand how different regional business environments operate from multiple perspectives (economic, legal, cultural, social), and methods for discovering the options available to businesses to help them thrive in these environments.

System Dynamics: Organizations are complex and changing systems. This subject develops the ability to analyse any type of organization from a systems perspective and propose the necessary adjustments to improve the workings of processes, flows and exchanges.

Human Resources: Understanding management of the potential of people and talent within organizations, and how to harness that potential in a way that is synergistic to company development. How an organizational culture is developed and the relationships between this, leadership and individual and collective performance

Core subjects in Marketing

Introduction to and further studies in marketing. The focus in this period is predominantly academic, dedicated to the study of theories, models and approaches that address various fundamental elements of marketing, with concepts illustrated through application and professional examples.

These subjects are grouped in three units:

Understand and make decisions on consumers and markets:

This unit develops the ability to analyse markets, select segments and develop original value propositions sensitive to requirements of social responsibility. It also covers understanding consumer behaviour using qualitative and quantitative techniques.

Build and develop customer relationships:

Concerning different theories of communication (bidirectional) and techniques for optimizing a company’s efforts at communication, shaped into a communication, promotional or merchandising plan (with its respective budget). Specific aspects of online communication, given its growing significance, and the models and theories of portfolio management (CRM-Customer Relationship Management).

Implementing Marketing Strategies:

Developing the marketing mix required for new product launches, with consideration for the associated legal and budgetary aspects and an emphasis on the particulars of three types of business: B2C, B2B and Services.

The special track Fashion & Luxury is developed in Units 2 and 3: "Understanding strategies and consumer behaviour in the fashion and luxury sector" and "Making decisions about products, brands, retail, pricing and sales organization in fashion and luxury business”. The objective is to set out the fundamentals and basic concepts in an introduction to the fashion and luxury sector. In the second semester, through the professional option B2C, the aim is to develop further knowledge a high level of understanding of the dynamics and business models in the sector.

Business Game

At the end of the first semester, students are divided into teams to compete with each other as if they were different companies in the same industry. Added complexity comes from the fact that competing teams may be in Barcelona or on the main campus in Toulouse.

2ND SEMESTER (SEPTEMBER-DECEMBER)

Professional Options

The program offers three professional options: B2C Management, B2B Management and International Business.
In contrast to the first semester of common and core subjects, the approach here is strongly focussed on professional tools. Many of the teachers are active professionals who can draw upon significant expertise and illustrate typical professional situations that are likely to be encountered.

OP B2B Management

The scope of business relations between companies covers a wide range of professional contexts (from technology companies to the automotive industry of the 'old economy') and represents a very significant part of modern economies (about 50% of GDP). B2B is a concept that brings together all the organizations that buy goods and services for use in the creation of their business. Due to the extreme diversity of products and services, BtoB transactions can vary widely, so that this option is divided into three sections:
● B2B Mass Production (goods and services, often for sale online)
● B2B Appellant (personalized goods and services, requiring an emphasis on sales)
● B2B Projects (complex goods and services, customized)
This OP teaches students how to deal with this diversity of elements.

OP B2C Management

This option prepares students to enter the field of marketing and commercial action in large-scale consumer businesses or selective distribution businesses, specifically targeting end users.
The objectives of this OP are:
● Acquisition of technical knowledge on mass consumption (Fast Moving Consumer Goods or FMCG) and selective consumption (e.g. luxury goods) and the development of management skills specific to these areas.
● In-depth knowledge of techniques for market research and analysis, strategy and planning, negotiation, product development and branding and media relations, among others.
● Awareness of the main jobs in the field of marketing and commercial action, and of the skills required in these positions (category management, trade marketing, communications, market research, etc.).

OP International Business

This option is designed to prepare students to be professionally competent in different types of international positions, in multinationals or SMEs.
Specifically, this OP enables students to:
● Analyse and diagnose sectors and regional areas, to determine appropriate strategies.
● Develop skills in international negotiation.
● Comfortably handle procedures for international payments, insurance and contracts.
● Act appropriately in different cultural contexts and make culturally sensitive decisions.

SESAME

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 program.

Strategy Intensive

An intensive strategy course that involves revisiting concepts from the first year, developing and applying them to the resolution of highly complex real business cases.

3RD SEMESTER (JANUARY-JUNE)

Professional Project or professional practice

Students complete a full-time placement in business, where they work on a project in keeping with their chosen professional option. At its end, they must present a professional thesis based on the experience in front of a judging panel.

With the Career Starter, TBS Barcelona ensures individual and continuous monitoring for students and assistance in selecting a placement that matches their OP, helping to define a professional profile highly valued by employers. Placements can be completed in Spain or abroad.

Any student who has a business plan they wish to put into practice may submit it to the school and if approved it can be validated as a professional project.
The project will have the full support of the teachers and the Career Starter for its launch. The student will be required to submit a final report.

Applicants must hold a recognized Bachelor’s degree or equivalent qualification in any discipline from an accredited institution. Candidates are required to demonstrate strong academic background with a minimum GPA equivalent to 3.0 on a 4.0 scale. Work experience in marketing, sales, or related business fields is preferred but not mandatory. Proficiency in English must be proven through standardized tests such as TOEFL (minimum score of 85), IELTS (minimum overall band of 6.5), or TOEIC (minimum score of 750). Applicants are expected to submit a completed application form, a curriculum vitae outlining their academic history and professional experience, a statement of purpose explaining their motivation for pursuing the program and career goals, and two academic or professional references. The selection process also considers interview performance, which may be conducted in person or via video conference. Prior exposure to marketing concepts or preliminary coursework in marketing or business administration is advantageous but not essential. Candidates should demonstrate analytical skills, creativity, leadership potential, and the ability to work in diverse teams. Additional documentation such as copies of academic transcripts, diplomas, and certificates of relevant training may be required. Admission decisions are based on a holistic review of the applicant’s academic achievements, professional experience, language proficiency, motivation, and potential to contribute to the university community. There are no specific prerequisites for knowledge of advanced marketing theories, but familiarity with core business principles and introductory marketing concepts is beneficial. The program is designed to be accessible to students with various academic backgrounds, provided they meet the language and academic requirements. Applicants should apply through the university’s online application portal within the designated enrollment period. The application fee must be paid at the time of submission, and late applications are generally not considered. Prospective students are encouraged to contact the admissions office for personalized advice and clarification on specific requirements. The program aims to select motivated individuals with a strong desire to develop expertise in marketing strategies, digital marketing, consumer behavior, and international business approaches. Successful applicants are advised to prepare for a rigorous academic experience that combines theoretical understanding with practical applications, including case studies, group projects, and internships.

The financing options for the Marketing program at Toulouse Business School are designed to accommodate a diverse range of students' financial situations. Applicants can explore various funding sources, including governmental scholarships, institutional scholarships offered directly by Toulouse Business School, private grants, and external funding opportunities. The school often provides detailed guidance on scholarship application procedures, eligibility criteria, and deadlines, which are typically available on their official website or through admissions offices.

Students may also consider student loans available through national or international financial institutions, which can be essential for covering tuition fees, living expenses, and study materials. Toulouse Business School occasionally collaborates with financial organizations to facilitate access to favorable loan conditions for its students. Additionally, payment plans or installment options are sometimes offered to ease the financial burden over the duration of the program.

International students should investigate specific scholarships for international applicants, which can significantly reduce overall costs. The school advises prospective students to thoroughly review funding opportunities early in the application process to maximize their chances of securing financial support. Furthermore, part-time work opportunities, either on-campus or in the local area, can be an option for students seeking additional income, although they must balance work commitments with their academic responsibilities.

Tuition fees for the program are published annually and vary depending on the student’s residency status and nationality. The school is committed to transparency regarding costs and encourages applicants to contact admissions or financial aid offices for personalized assistance. It is advisable for students to plan their finances well in advance, considering all potential sources of funding, to ensure they can successfully complete their studies without financial hardship.

Overall, Toulouse Business School offers a comprehensive range of financing options tailored to support students throughout their educational journey in the Marketing program.

The Marketing program at Toulouse Business School (TBS) is a comprehensive and dynamic course designed to equip students with essential skills and knowledge required for a successful career in the marketing industry. The program emphasizes both theoretical foundations and practical applications, ensuring graduates are well-prepared to navigate the rapidly evolving digital landscape and strategic marketing environments. Students will explore core topics such as consumer behavior, market research, branding, digital marketing, advertising, sales management, and strategic marketing planning. The curriculum integrates the latest industry trends and technological advancements, including data analytics, social media marketing, and e-commerce strategies, to ensure graduates are proficient in contemporary marketing tools and techniques.

Toulouse Business School’s marketing program benefits from its international orientation, offering students opportunities for study abroad, internships, and participation in global marketing projects. The program often includes case studies, group projects, and collaborations with real companies, fostering practical skills, teamwork, and problem-solving abilities. Students will also develop critical thinking, creative problem-solving, and effective communication skills, essential for successful marketing careers. The faculty comprises experienced professionals and academics with extensive industry experience, providing valuable insights and mentorship to students.

Additionally, TBS’s strong network of corporate partners offers numerous internship possibilities and job placement support, which enhances students’ employment prospects upon graduation. The program is designed for individuals interested in pursuing careers in marketing management, brand management, digital marketing, or market research. It also provides a solid foundation for those considering entrepreneurial ventures or further academic study in marketing or related fields. Overall, the Toulouse Business School marketing program aims to produce versatile, innovative, and globally-minded marketing professionals capable of contributing to diverse business environments and driving growth through strategic marketing initiatives.