StudyQA — Master: Marketing — Toulouse Business School

Description Contents Requirements Funding

The Master of Science Marketing at Toulouse Business School comprises classes adapter to current business realities taught by academics and professionals from the industry. In addition, TBS Barcelona has adapted the MSc Marketing program to Barcelona, offering a special track in fashion and luxury that addresses in detail the specificities of the local sector.

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.