MSc in International Marketing & Business Developmentemlyon business school

The Master of Science in International Marketing & Business Development is an 18-month program designed to equip students with specialized training in developing and implementing international marketing strategies for diverse cultural and economic environments. The program integrates AI and new technologies to foster controlled and responsible growth. It focuses on practical learning, enhancing skills in market analysis, international business development, marketing project planning and management, and intercultural negotiation techniques. The program aims to develop “Global Growth Leaders” capable of designing and executing data- and AI-driven international growth strategies in complex, multicultural settings.

The program offers a rich educational experience through its diverse international student body, representing over 30 nationalities. Students have the opportunity to study abroad for two months in either Vietnam or South Africa, and participate in a week-long international seminar in Europe, where they can interact with professionals from renowned global companies. Graduates are prepared for roles such as marketing director, business development manager, international marketing manager, category manager, or business development analyst.

The curriculum is structured over four periods:

• First period: Core concepts in marketing and business development (September to December, Lyon campus). This period covers fundamentals of marketing and business development, including international marketing strategies, value creation through branding and product development, customer audience insights, market analysis, strategic planning, promotion techniques, and cultural factors. Course modules include Consumer behavior, Sociology of markets, Mindful project management, Market research and analysis, Global market dynamics, Professional selling skills, Negotiation skills, New ventures, Future of marketing, Branding strategy, and Sales strategy and sales force management. An International Seminar in Europe is also part of this period.
• Second period: Advanced marketing & business transformation techniques (January to March, Lyon campus). This period focuses on advanced techniques in marketing innovation and business development, including tailoring products and services to the market, strategic choices, sales strategy, and key account management. Course modules include Culture in Management and Marketing, Sales and Negotiation, Strategic Access to Markets, Strategic Partnerships and Key Account Management (KAM), Artificial Intelligence for Business, Pricing Strategy - International Trade Techniques, Strategy for Emerging Market, Business automation and optimization, and Master's Thesis Methodology. The Transforming Early Makers Project explores innovative international project development across key industries. The Consulting Project equips students with skills to analyze economic, social, and technological trends.
• Third period: International term (April to July, International destinations: Vietnam or South Africa). Students gain first-hand experience of international markets and develop adaptability to different economic, cultural, and business environments. Specific Approaches to Marketing & Sales cover managing innovation, branding, digital marketing, and pricing strategies. Course modules include Local Business Environment, Global Purchasing, International Business Law, Social Media & Mobile Marketing, and Brand communication. The In-Company Project is a consulting assignment where students work on a company-provided problem.
• Fourth period: Professional thesis and internship (August to December, Anywhere in the world). This period involves writing a professional thesis and completing a 4-6 month professional mission, which can be an internship, VIE, entrepreneurial project, fixed-term contract, or permanent contract. The Master’s Thesis objectives include identifying a topic, building a research framework, formulating hypotheses, collecting data, providing critical analysis, and recommending solutions.

Courses are taught by professors from diverse nationalities, bringing varied perspectives and professional experiences. Students also engage with industry professionals through conferences, masterclasses, company projects, and visits.

The program is accredited by the Conférence des Grandes Écoles (CGE), ensuring high academic standards and professional integration. Graduates are recognized for their strong academic rigor and alignment with global job market expectations.

Graduates are prepared for careers in international marketing management and business development, operating in complex international environments and rapidly evolving global markets. Recruiters for this program include L'Oréal, Estée Lauder, TikTok, Mercedes-Benz, and many others. Main sectors of activity include Automotive, Aerospace, Naval, and Railway Industry; Information and Communication Technologies (ICT) Industry; Consulting Firms; IT Activities and Information Services; Eco-industry and Environment; Agri-food Industry; and Cosmetics. The net employment rate at 3 months is 81.8%, reaching 100% at 6 months, with an average starting salary of €48,800.

Targeted jobs include Marketing manager, Marketing strategist, Marketing director, International marketing manager, Product manager/owner, Category manager, Partnership manager, Business developer, International sales developer, Country manager, Sales manager, and Key account manager.

The alumni network comprises nearly 52,000 alumni in over 130 countries, offering lifelong support for career development.

Admission requires a validated 3-year or 4-year Bachelor's degree or equivalent. The program is open to international applicants. The application process involves submitting an application file, completing digital tests, and receiving an admission decision. The application fee is €120. The global acceptance rate for Masters, Masters of Science, and Advanced Masters for the 2026 intake was 53.1%.

Tuition fees for the 2027-2028 academic year are €29,300, which includes tuition for the program, international period, travel and lodging for the international seminar, administrative fees, Career Center services for three years post-graduation, individual career coaching, and lifelong alumni network membership. Tuition fees do not include additional personal expenses.

Scholarships are available, including individual scholarships (up to 50%), excellence scholarships (based on GMAT/GRE/Tage Mage scores), Dean’s Choice scholarships (up to 35%), and early bird scholarships (10% reduction for applications submitted before November 26th). Other scholarships may be available through the French Embassy or Campus France. Loans are available through banking partners (requiring a fiscal guarantor in France) and Prodigy Finance (for non-French students).

The program is located on the Lyon campus, described as a vibrant setting that blends culture, innovation, and lifestyle. Lyon offers a historic city with lively districts, parks, and renowned gastronomy. The campus is a modern 30,000 m² facility with study spaces, a library, a makers' lab, and an entrepreneurship hub.