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Bachelor International Marketing France-Korea

Hallyu Dynamics merge with French Art de Vivre

South Korea is a major hub for technology, music and entertainment. The Hallyu (Korean wave) phenomenon has conquered the world, from drama series to K-pop groups like BTS. France, with its undeniable influence in the luxury, gastronomy and art sectors, presents a captivating synergy with Korea. For example, a collaboration between a French fashion house and a K-pop celebrity could create a revolutionary marketing campaign.

L'Avenir en Rose: Prospects for the Franco-Korean market

South Korea is a leader in the technology and electronics sectors, with companies like Samsung and LG at the forefront. This opens the door to countless opportunities, particularly in the field of wearable technologies (clothing and technological accessories). The potential for Franco-Korean collaborations is therefore immense. A concrete example could be the integration of Korean augmented reality technology into French art exhibitions or fashion shows.

Teaching staff

Our teachers are not only experts in their respective fields, but also have practical experience in both the Chinese and French contexts. Their insights will help you understand the nuances of online advertising in China, which differs greatly from the Western model. A teacher who has worked for French luxury brands can teach you how to position these products effectively for the fast-growing Chinese market.
Laurent Lazard
Business Developer
A lifelong lover of Asian cultures, Laurent is a former expatriate in South Korea, where he worked as an executive for 5 years. Thanks to his extensive experience in insurance and consulting, as well as his status as a self-employed entrepreneur and founder of the intercultural association Eurasianlink, Laurent is now a consultant in strategy and partnerships at ISMAC.
Choi Chungwoo
Korean language
Philosopher, literary critic, linguist and composer, Chungwoo has also been a Korean language teacher since 2012. A graduate of Seoul National University, Chungwoo’s reputation in the literary sphere, both in South Korea and internationally, continues to grow with his numerous publications and varied creative contributions. A former professor of Korean at INALCO, several of his philosophical and aesthetic works have already been translated (into English).

Multicultural Pioneers

Our teachers are bicultural experts with substantial professional experience in France and Korea. They can help you navigate the complexities of Korean social networks like Naver and KakaoTalk. Imagine a teacher who has designed marketing campaigns for French luxury houses in Korea guiding you through the specifics of this booming market.
After an expatriation in Korea, Laurent is now a consultant in strategy and partnerships. He has a varied experience as a salaried executive in insurance companies and as an independent entrepreneur. Passionate about Asian culture, he is also founder of the intercultural association EurasianLinks: [eurasianlinks.org/lassociation](https://eurasianlinks.org/lassociation/).
Laurent Lazard
Laurent Lazard
Philosopher, linguist, literary critic and composer. A graduate of Seoul National University, he is a professor of Korean at INALCO. He has published several philosophical and aesthetic works such as “The Partition of Thought”, “Ragged Scarcity, Sublimated by Waste: The Battlefield of Aesthetics, the Mapping of Politics” and “The Inter-World”, etc. (all in Korean).
Choi Chungwoo
Choi Chungwoo- Korean language

BACHELOR PROGRAM - International Marketing Option France-Korea

First year

The fundamentals, the keys to understanding the corporate world and the world of international business in general The main courses are given over 2 semesters, 3 days a week. The year is almost entirely taught in French, with many practical cases and presentations to be handed in.
  • Marketing levels 1 and 2
  • Entrepreneurship level 1
  • Communication level 1
  • International trade level 1
  • Management level 1
  • Geopolitics/Economics/Institutions
  • Intercultural level 1

Our strengths in soft skills

  • Theater workshop (business-oriented)
  • Development of a group event project
  • English and French courses according to level (3 levels of English)
  • Korean language (4 to 5 levels) 4h to 6h per week, depending on level
  • Language stays in Korea available

Second year

Reinforcement of marketing, communication and entrepreneurship disciplines, over 2 semesters, 3 days a week, with 50% of business courses taught in English.
  • Digital level 1
  • Innovation and business creation
  • Branding
  • Entrepreneurship
  • Law level 1
  • Supply chain and logistics
  • Non-media communication
  • Sales techniques
  • WordPress workshop
  • Geopolitics

Our strengths in soft skills

  • Project management
  • Methodology
  • AND the development of an event in project mode
  • English (and French) courses according to level (3 levels of English)
  • Korean language (4 to 5 levels) 4h to 6h per week, depending on level
  • Possibility of an academic exchange at a university in Korea

3rd year

It prepares students for the state-approved RNCP title, if they so wish, and the program follows the reference framework imposed by the certification. One semester is devoted to courses and one semester to an internship (minimum 4 months). For students who choose to take the RNCP qualification, the year can be spent alternating between school and company. Companies pay students and cover all or part of their training costs.
  • Strategic marketing
  • Operational marketing
  • Marketing and contract law
  • Marketing B2B
  • International marketing
  • Branding
  • E-Marketing
  • RH
  • CRM
  • Culture and European citizenship

Our extras

  • Consulting workshop
  • Development of a marketing study for a real company in immersion and contact with the manager, with presentation of a deliverable.
  • English (and French) courses according to level (3 levels of English)
  • Korean language (4 to 5 levels) 4h to 6h per week, depending on level
  • Those who don't opt for the RNCP title can follow their course abroad, and everyone can take part in an internship abroad, particularly in Korea

Evaluation

  1. Continuous controls
  2. Reviews
  3. Courses
  4. Evaluation as part of the RDC double degree :
    • Competence Block 1 : 2 CCF + Presentation of a strategic diagnosis and sales action plan
    • Competency block 2: 2CCF + a negotiation interview and a growth strategy case study.
    • Competency block 3: 2CCF + presentation of the creation of a virtual sales department
    • Grand oral : Summary interview to assess skills acquired through work experience and training.
Internship Objectives

The internship aims to allow students to:

  • Apply the skills acquired during their training.

  • Discover a professional sector in real-life conditions.

  • Develop their network and refine their career plan.

Duration and Period

  • The internship must last at least 3 months.

  • It is generally undertaken in the third year, between April and September.

Supervision and Validation

  • The internship requires a tripartite agreement between the company, the student, and the institution.

  • It results in the writing of an internship report, evaluated by a panel.

  • Internship validation is mandatory for graduation (except for students in work-study programs).

International Internship (if applicable)

  • Students may complete their internship abroad, subject to approval by the academic team.

Support

  • ISMAC supports its students in their internship search (CV workshops, mock interviews, company network).

  • Internship offers are regularly shared via the internal platform.

For any questions regarding internships, you can contact the academic office.

Admission : Selection based on application and interview
Prerequisites:

  1. 1st year: BAC
  2. 2nd and 3rd years: Possibility of admission according to diploma

Double degree : The “Responsable du Développement Commercial” (RDC) vocational certification is aimed primarily at students with a Bac+2 BTS or a level 5 diploma or certification in the field. By way of exception, it is possible to integrate candidates with 3 years’ experience in the sales sector. Exemptions are submitted to the certifying body for validation prior to enrolment.

Job opportunities

The Bachelor’s program offers a wide range of career opportunities in France and abroad, including

  1. Junior Buyer
  2. Assistant Product Manager
  3. sales representative
  4. assistant export

In direct professional integration the possibilities are :

  • Business development manager, development manager
  • Sales manager, sales strategy manager, technical sales manager,
  • Business development manager,
  • Sales development manager, sales force manager, sales promotion manager, head of sales, e-commerce manager, sales manager,
  • Business manager/manager/engineer,
  • Key account manager / sales engineer, account manager / negotiator,
  • Business development consultant, business strategy and business development consultant,
  • Account manager, account executive, customer relations manager,
  • Sales manager, sales operations manager (SalesOps), sales developpement representative (SDR), responsable grands comptes / key account manager (KAM) / global account manager.

Practical information

Format :

1st and 2nd years : 3 days in-person
3rd year : 2 days in-person (Monday, Tuesday)
Remote courses available with special exemptions

Duration :

640 hours/year
3-year cycle
Rhythm : 3 days - 18 to 20 hours/week

Tuition fees :

€5,500 to €8,800 per year (depending on your chosen options)
Application fee : €200 / Non-EU students: €300

Campus: Paris

Language of instruction

1st year : Full English or French
From 2nd year : Full English or French

Start date : September 2025
End of training : September 2028

Entry level :

1st year : BAC or equivalent
2nd and 3rd year : Possibility of admission depending on degree

RNCP and Double degree

Work study-program :

Only possible from the 3rd year with RNCP certification : 2 days Monday to Tuesday in training, 3 days in the company (Language of instruction : French only)

Degree/Title awarded :

School degree: Bachelor in International Business & Marketing Management
RNCP: Business Development Manager (RNCP37849 – Level 6 – IMCP)
Double degree ESC Clermont: Bachelor Doing Business in Asia
View the official profile on the France Compétences website

SESSION 2023/2024 :

Number of students presented (ground floor + option): 20 Presentation rate: 98% Success rate: 90%

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Bachelor Marketing France-Korea

The special feature of this program is its immersion preparation: intensive courses in Korean language and culture (history, literature, geopolitics, daily life, business, attitudes, etc.), project work in France for Korean companies or vice versa. The presence of many Asian students at the school also enables students to build up a network. Visits to Korea (language, exchanges or internships) reinforce students’ experience.
“Understanding a language means first and foremost understanding the linguistic structure that reflects its entire society and is rooted in its living culture. To do this, it's essential to understand the internal thought processes intrinsic to the structure of a language in order to communicate. This applies to all kinds of exchanges, from the most everyday to the most professional. My methodology for teaching Korean is a kind of open-minded comparative language research, to get as close as possible to the Korean cultural mentality through language education. Good luck to you all! I'm always here for you. ”
– CHOI Chungwoo

Testimonials with ISMAC

Internship Success : Testimonial from Our Alumna Lola

Goals

The Bachelor in Marketing Management France-Korea aims to train students for operational management positions over three years. Graduates will become professionals in commerce, marketing, and communication, preparing for careers in either Korea or France. The program is highly practical, featuring hands-on projects and assignments for companies, language internships, exchanges, and internships in Korea.

Work-study options available

Contact us to learn more about our state-recognized RNCP-certified programs.

Testimonials from our korean Partners

“The ISMAC students did an outstanding job researching the French market by conducting real surveys with our target audience (18–24-year-olds who love Korean culture). Their insights were invaluable in shaping our pricing strategy, marketing positioning, and product development. I was impressed by the students’ dedication and enthusiasm throughout the project, and I look forward to continuing our collaboration with ISMAC. I hope this experience not only contributes to our business success but also provides the students with valuable learning opportunities.” 

Hyunwoo Cho, CEO of The Daebak Company.

“At Barun Bio, we are actively collaborating with ISMAC International Business School,
fostering a dynamic partnership. Our company specializes in innovative wearable natural
micro-electric stimulation technology. The outstanding students and experts at ISMAC have
conducted a comprehensive analysis of the French market and provided us with valuable
strategic guidance. Their insights and research have been beneficial in shaping our market
entry and expansion strategy for France. We look forward to continued discussions and
deeper collaboration with ISMAC, exploring new opportunities together.”

Hwang Patrick,
cofondateur et CTO – Barunbio

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