Introduction: Bridging Classroom Learning with Real-World Marketing
For students enrolled in KEDGE Business School’s MSc Marketing program, the transition from theoretical learning to practical application is facilitated through an innovative initiative called Discovery Days. These immersive experiences are designed to connect students directly with the companies, conversations, and strategic decisions that are shaping modern marketing practices.
Unlike traditional classroom settings, Discovery Days provide MSc Marketing students with unparalleled access to industry leaders, marketing professionals, and real-world business challenges. The program has already launched successfully in Bordeaux and Paris, with Marseille scheduled to follow, offering students a unique opportunity to experience marketing from multiple perspectives across different regional business environments.
What makes this initiative particularly valuable is its campus-specific approach. Rather than offering a one-size-fits-all experience, each KEDGE campus develops its own Discovery Days program based on the strengths and characteristics of its regional business ecosystem. This ensures that students gain insights that are both relevant and diverse, preparing them for the multifaceted nature of modern marketing careers.
CTA: Explore the MSc Marketing program at KEDGE Business School and discover how Discovery Days can transform your marketing education.
Bordeaux: Experience-Driven and Impact-Led Marketing Innovation
The Bordeaux campus has crafted a Discovery Days program that emphasizes experience-driven marketing and sustainable business practices. Students begin their journey at Arkéa Arena, one of the region’s premier entertainment venues, where they gain behind-the-scenes access to the complex operations that deliver seamless customer experiences.
At Arkéa Arena, students witness firsthand how marketing strategies translate into real-world execution. They learn about commercial partnerships, venue strategy development, and the intricate operational choreography required to stage major events. This experience reveals the sophisticated planning and coordination that audiences typically don’t see, providing students with a comprehensive understanding of event marketing and customer experience management.
The program then shifts focus to sustainability and scale at BackMarket, the fast-growing refurbished tech marketplace. Here, students explore how a business built on circular economy principles successfully balances brand positioning, global communications, and rapid international expansion. Through conversations with marketing leaders, including KEDGE graduates, students gain practical insights into scaling sustainable businesses in competitive markets.
Additional company visits, including Lectra and the Cité du Vin, further broaden students’ exposure to different sectors and marketing approaches. These diverse experiences help students understand how marketing strategies must adapt to different industries, customer segments, and business models.
CTA: Discover all MSc programs at KEDGE Business School and find your perfect marketing specialization.
Paris: Brand Power and Strategic Storytelling Excellence
In Paris, Discovery Days take on a distinctly creative and purpose-driven character. Students immerse themselves in the world of major brands and strategic communications, beginning with a visit to BETC, one of France’s most renowned advertising agencies.
At BETC, students gain unprecedented insight into how major marketing campaigns are conceived, developed, and executed for international clients. The focus extends beyond creative output to encompass strategic thinking, client relationship management, and long-term brand positioning. Students learn how agencies balance creative vision with business objectives, and how strategic decisions shape campaign outcomes.
The program then explores the intersection of sustainability and brand strategy through a visit to VEJA, the ethical footwear company known for its commitment to responsible growth. Students examine how sustainability principles, retail strategy, and brand identity combine to support global expansion. This experience provides a grounded perspective on scaling values-driven businesses and maintaining brand authenticity while pursuing growth objectives.
Through these experiences, Paris-based students develop a sophisticated understanding of brand management, strategic communications, and the role of purpose in modern marketing. They learn how to craft compelling brand narratives that resonate with consumers while delivering business results.
CTA: Learn more about the MSc Marketing program and its industry connections that prepare you for leadership roles in brand management.
Marseille: Sector Expertise and Consulting Insights
The Marseille campus is set to offer a unique perspective on marketing through its upcoming Discovery Days program, focusing on sector-specific expertise and strategic consulting applications. This approach reflects the distinctive economic characteristics of the Marseille region and its business landscape.
Students will begin their exploration at Château Sainte-Roseline, where they’ll delve into the particular marketing challenges faced by the wine industry. This experience highlights how marketing strategies must navigate complex regulatory environments, preserve heritage values, and craft compelling brand stories. Students will learn about market trends, consumer behavior in luxury goods, and the delicate balance between tradition and innovation in established industries.
The program also includes an immersion at Sopra Steria Next, a leading consulting firm, where students will discover how marketing thinking integrates into broader business transformation projects. Through real client examples, students will see how marketing strategies contribute to organizational change, digital transformation, and business growth initiatives. This experience also illuminates potential career pathways, including internships and positions in strategic consulting.
Marseille’s Discovery Days emphasize the importance of sector expertise and the ability to apply marketing principles across different business contexts. Students gain insights into how marketing functions as a strategic tool for business transformation and growth.
CTA: Explore related programs that combine marketing with international business expertise for a global career perspective.
The Value of Structured Industry Immersion
Discovery Days represent far more than simple company visits or field trips. These are carefully structured encounters designed to provide students with authentic exposure to the realities of business operations and marketing decision-making. The program’s design ensures that students don’t just observe but actively engage with industry professionals, asking questions, challenging assumptions, and developing critical thinking skills.
The structured nature of Discovery Days means that students receive guidance on how to maximize their learning from each experience. They’re prepared with background information about each company, coached on effective questioning techniques, and supported in reflecting on their observations. This structured approach ensures that students extract maximum value from each interaction and can connect their experiences to their academic learning.
By anchoring each campus experience in its surrounding economic landscape, KEDGE ensures that industry exposure is not generic but deliberately differentiated. Students in Bordeaux gain insights into experience-driven marketing and sustainable business models, Paris students explore brand power and strategic storytelling, while Marseille students will discover sector expertise and consulting applications. This differentiation prepares students for the diverse career paths available in marketing.
Career Impact and Professional Development
The Discovery Days program has a significant impact on students’ professional development and career readiness. By providing direct access to industry professionals and real-world business challenges, the program helps students develop the practical skills and industry knowledge that employers value. Students return from these experiences with concrete examples they can discuss in job interviews and a clearer understanding of their career interests.
The program also facilitates valuable networking opportunities. Students meet marketing professionals, company leaders, and KEDGE alumni working in various industries. These connections often lead to internship opportunities, mentorship relationships, and job prospects after graduation. The program’s structure encourages ongoing engagement with these industry contacts throughout students’ academic journey.
Furthermore, Discovery Days help students develop crucial soft skills such as professional communication, networking, and business etiquette. Students learn how to conduct themselves in professional settings, ask insightful questions, and build relationships with industry professionals. These skills are essential for success in marketing careers and are difficult to develop through classroom learning alone.
CTA: Visit the KEDGE Career Centre to learn more about career support services and opportunities available to MSc Marketing students.
Differentiated Learning for Diverse Career Paths
One of the most significant advantages of KEDGE’s campus-specific approach to Discovery Days is the differentiated learning experience it provides. Students can choose to study in the location that best aligns with their career interests and aspirations, knowing that their Discovery Days experience will be tailored to that region’s business environment.
This differentiation is particularly valuable in marketing, where career paths can vary significantly. Students interested in brand management and creative industries may gravitate toward Paris, while those interested in sustainable business and experience marketing might prefer Bordeaux. The Marseille program will appeal to students interested in sector-specific expertise and consulting applications.
The differentiated approach also prepares students for the reality that marketing careers often require adaptability and the ability to work across different business contexts. By experiencing different approaches to marketing in different regions, students develop the flexibility and broad perspective that modern marketing professionals need.
CTA: Explore all KEDGE programs and find the perfect fit for your marketing career aspirations.
Conclusion: Preparing Marketing Leaders for the Future
KEDGE Business School’s Discovery Days program represents an innovative approach to marketing education that bridges the gap between academic learning and industry practice. By providing structured, campus-specific industry immersion experiences, the program ensures that MSc Marketing students graduate with the practical skills, industry knowledge, and professional networks needed to succeed in today’s competitive marketing landscape.
The program’s success lies in its thoughtful design and execution. Rather than offering generic industry exposure, KEDGE has created differentiated experiences that reflect the unique characteristics of each campus’s business environment. This approach ensures that students gain relevant, practical insights that they can immediately apply in their careers.
As the marketing profession continues to evolve, programs like Discovery Days become increasingly important. They prepare students not just for their first jobs but for long-term careers in a field that demands continuous learning, adaptability, and practical expertise. KEDGE’s commitment to providing these experiences demonstrates its dedication to producing marketing professionals who are ready to make immediate contributions to their organizations.
For prospective students considering the MSc Marketing program at KEDGE Business School, Discovery Days offer a compelling reason to choose this institution. The program provides a unique combination of academic rigor and practical experience that is difficult to find elsewhere, setting graduates apart in the competitive field of marketing.
CTA: Take the next step in your marketing career by joining KEDGE’s MSc Marketing program and experience the transformative power of Discovery Days.
