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Bachelor International Marketing
France-China

China and France: Two Titans of the Globalized World “Where the winds of economics blow, there the sails of marketing are set”.
China has become the world’s second largest economy, with a GDP of $14.34 trillion in 2021. As a world leader in sectors such as technology, manufacturing and e-commerce (Alibaba, Tencent), the Chinese market offers unprecedented opportunities.
France, famous for its contributions in the fields of luxury goods, wine and technology, offers contrast and complementarity. A concrete example would be to promote French wines on Chinese e-commerce platforms using China-specific digital marketing tactics.

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.
Stéphane Godard
Stéphane Godard has a wealth of experience, including CEO of S&Go, professor of management at several business schools, and director of an innovative business incubator.
Shuang Lu
Chinese language
Has a double degree in journalism and economics in China from Nachang University and a master’s degree from the University of Marseille Aix. She has been teaching business Chinese for several years, in companies, consulting firms and business schools. She is also developing methods for teaching both business Chinese and Chinese for all levels. Shuang Lu’s aim is to dispel the stereotype that “Chinese is difficult”. Like all ISMAC teachers, she integrates cultural elements into her teaching, in this case her mother tongue.

Crossroads of Opportunity and Innovation

The Chinese market is constantly evolving, and with its huge population of 1.4 billion, the opportunities are vast and varied. China is investing heavily in emerging technologies such as AI, 5G and blockchain. A key issue here is understanding how these technologies can be integrated into marketing campaigns for French products. A mastery of this program would enable you to pilot initiatives ranging from programmatic advertising to collaborations between French fashion brands and Chinese technology companies.

Programme Bachelor
- Marketing International Option France-China

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)
  • Chinese language (4 to 5 levels) 4h to 6h per week, depending on level
  • Language stays in China 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
  • Innovations et création d'entreprises
  • Branding
  • Entrepreneurship
  • Law level 1
  • Supply chain and logistics
  • Non-media communication
  • Sales techniques
  • Atelier wordpress
  • Geopolitics

Our strengths in soft skills

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

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
  • B2B Marketing
  • 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)
  • Chinese 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 China.

Evaluation

  1. Continuous controls
  2. Reviews
  3. Courses
  4. Evaluation as part of the EWC double degree :
    • Skills Block 1: 2 CCF + Presentation of a strategic diagnosis and sales action plan
    • Skills block 2: 2 CCF + a negotiation interview and a growth strategy case study.
    • Skills block 3: 2CCF + presentation of the creation of a virtual sales department
    • Grand oral: Summary interview designed to assess the skills acquired through professional 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 motivation interview

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

Job opportunities

Chinese or French companies with links to China Expatriation opportunities

  1. Purchasing functions,
  2. Logistics functions,
  3. Fonctions export, marketing international
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 13

Language of instruction

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

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-china

Training objectives:
Depending on the size of the company and its internal organization, the Business Development Manager takes on more or less extensive responsibilities in the development and implementation of sales strategy, and is responsible for all or part of the inherent activities. The complexity of the job also depends to a large extent on the company’s sector of activity, the level of competition in its market and its location (regional, national, international).
To understand a language is first and foremost to understand the linguistic structure that reflects its society as a whole and is rooted in its living culture. To do this, it's essential to understand the internal thought processes intrinsic to the structure of the languages you're communicating with. This applies to all exchanges, from everyday life 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 teaching. Good luck to you all! I'm always here for you.
CHOI Chungwoo

Successful internships: Testimonial from an ISMAC partnership

Objectives

Train operational managers in 3 years Acquisition of the fundamentals of economics and management In-depth learning of the Chinese language and culture Field experience and corporate assignments.

This dual expertise in business and culture gives our students fantastic assets to take advantage of the opportunities offered to them in all positions involving Chinese people, in France or in China.

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