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EDHEC Business School MSc in Marketing Management

EDHEC Business School version PDF

Major in Entertainment & Services

♦ Entertainment Marketing

If you are a passionate moviegoer, museum lover, hard or soft core gamer, sport fan, you will learn how these industries implement their marketing. The course philosophy is industry specific. It introduces issues related to recreational activities and it emphasizes the changing patterns of leisure time and their consequences on consumer behavior.

♦ Services Marketing

Services constitute approximately 73 % of the European economy and are an integral part of consumers’ daily lives. Examples are numerous: interactions with retailers, financial institutions, telecommunication companies, government services, healthcare providers, etc. As such, many people are employed in the service industry.
Interestingly, the importance of services also holds for manufacturing firms. Management in these industries increasingly realizes that in order to survive and achieve competitive advantage, excellence in service will be a decisive criterion (e.g. computer and car industry).
The objectives of this course are to understand how a service mindset is different from and exceeds traditional product- oriented thinking. In particular, you will learn to implement quality service and service strategies for competitive advantage across industries.

♦ CRM for Entertainment & Services by Salesforce.com

In this course, you will learn strategies for customer management. In this course, you will gain a solid understanding of customer relationship management, including both strategic and analytic approaches. The course will provide you with tools that are critical in today’s business environment, as leading firms focus their marketing efforts on understanding the value of their customers and developing and growing profitable customer relationships. The course will also teach you skills related to customer selection and acquisition, customer management, managing the customer experience, customer retention and customer lifetime value.

♦ Digital Marketing & Social Media

This course introduces digital marketing and e-commerce key concepts; allows students to acquire an understanding of ergonomy of an e-commerce website. It also develops students’ sensitivity regarding search engine optimization and search engine marketing; discusses social media optimization, social media marketing, cross media advertising etc. The above concepts are applied to the entertainment & services sectors (examples, cases)


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