Program Objectives

Acquire the specific skills to work in hospitality and tourism companies

The objective of this MSc Tourism Marketing & Management is to provide students with skills in management, marketing and management specific to hospitality and tourism industries. It decrypts the key factors in this sector by addressing its various stakeholders.

Graduates are recruited as: product manager within a travel agency or a tour operator, event manager, operations manager in the hospitality industry, project manager, business tourism advisor, area manager…

Many companies are partners of this program: Hilton, Club Med, Accor, Havas, Sodexo, MSC Cruises, Intercontinental, McDonalds, Amex, Trafalgar, Palais des Congrès, Office de Tourisme de Paris…

This program delivers a title of Trade and Marketing Manager, certified level I by the CNCP.

At a glance

Program operated by


Initial, continuous or work-study training


in French/English

in Bordeaux and Lyon

Intakes in October and March

Accessible after a 4-year post-secondary degree

months of internship


Cross Cultural and Team Management

From marketing to management, this course is intended to provide students with the skills and techniques required to successfully detect and manage cultural differences. A review of international personnel policies in the tourism industry, including training, customer relations, team management, staff retention, remuneration and incentive strategies.
The course will cover topics such as the management role, leadership skills, key skills of successful managers, assessing and adapting management styles, team dynamics, characteristics of an effective team, understanding team roles and identifying them within a team.

Business Plan and Hospitality

The marketing and product planning activities require to develop a new hospitality concept such as a hotel, restaurant or other tourism product.
Market research, brand positioning, business plan development and feasibility studies will be analyzed in this module.

Droit du tourisme

Acteurs et institutions du tourisme. Leur rôle et les obligations légales en matière de tourisme.
Les contrats de vente, les forfaits touristiques ; préparation, exécution, conséquences et litiges afférents. Droit de la consommation. Régime particulier de la TVA des agences de voyage ; licence des agences de voyage et nouvelles législations.

Pricing et yield management dans le tourisme

Concurrence et fixation des prix : stratégie des low cost (hôtellerie et transports), stratégies haut de gamme.
Tourisme de masse et tourisme élitiste.
Impact du prix sur la concurrence, le chiffre d’affaires et le ROI.
Réagir aux variations de prix des concurrents.
Initier des baisses de prix ou des augmentations de prix.

Hospitality Strategic Forecasting & Budgeting

This course covers core forecasting and budgeting concepts such as costing methods, budget process, capital budgeting, revenue forecasting, cost accounting, budget analysis and the balanced scorecard.
Students will make use of case methodology and exercises to create, execute and analyze different types of budgets; perform Cost-Volume-Profit and break-even analysis, especially applied to the hospitality industry.
The material also reviews optimization of financial decision-making through strategic planning and the budgeting process, capital investment appraisal, financing and cost of capital, costing techniques, corporate budget process, forecasting methods, and budget controls.

Tourism, Geopolitics and Emerging Country Trends

This module reviews the growing relevance of first and second tier countries, including BRICS and beyond. How is the industry confronting the strategic challenges posed by new tourism and geopolitical trends worldwide?
The course will look at traditional and new destinations as well as the increasingly complex demands of first time and returning visitors worldwide.
The important issue of sustainable and ecotourism will be covered.


Psychologie du consommateur et stratégie de persuasion

Connaître toutes les tendances actuelles de consommation permettant de définir au mieux les cibles marketing.
Comportement du touriste.

Stratégies marketing et commerciales

Stratégie marketing, positionnement et distribution des produits touristiques.
Comprendre une situation marketing ou commerciale et savoir prendre les décisions les plus pertinentes en fonction des choix qui s’offrent à l’entreprise.
Lancement de nouveaux produits.
Distribution des produits touristiques.
Connaître les bases concrètes des missions du chef de produit dans la gestion et le lancement de nouveaux services dans l’industrie du tourisme.

International Marketing

The objective of this course is to understand the principles which govern marketing activities in a global environment. The course covers international market entry, product launches, marketing strategies and promotions. Students are expected to make presentations, analyze cases. They learn to design a basic international marketing business plan.

Brand Management Strategies

Brand positioning and marketing issues in the hospitality industry. A review of key players and challenges facing international tourism executives today and “who’s who?” in this fast-moving industry.
This module will examine company profiles and assess how international groups are responding to environmental and other changes that affect their business models.


L’impact d’Internet sur les différents acteurs du secteur hôtelier et touristique : les enjeux spécifiques aux activités de e-commerce, évolution des technologies, fonctionnement du yield management sur internet, référencement de l’offre.

CRM & Client Database Management

The course approaches its subject matter from a relational viewpoint. That is, it emphasizes learning more about customers’ needs and behaviours in order to develop stronger relationships with them, through technology and by integrating information about consumers, sales, marketing, responsiveness, and luxury market trends.
Students will learn how to use CRM technology to gain insight into customers and understand the critical value customers possess.
On completing the course, they will understand the importance of using CRM software to create, track, and manage partnerships, contracts, and agreements; and in distribution management.

Key Sectors in Hospitality Industry

Luxury Travel and Tourism

Private jets, personalized itineraries and signature destinations: how innovation is transforming the sophisticated world of bespoke tourism. Success strategies and developments in an exiting new area of luxury.

Marketing du tourisme et des loisirs

Revue des tendances des différents secteurs du tourisme : tourisme d’affaires, des seniors, incentive travel, eco-tourisme, et entertainment des familles (segmentation, cibles et développement marketing et commercial).

Management des activités hôtelières

Les hôtels et leurs stratégies marketing et commerciales, du 2 étoiles au grand palace international.
Structure et organisation des chaînes hôtelières.
Management des salariés de l’hôtellerie ; spécificités managériales de l’hôtellerie.

Restauration et gastronomie

Panorama de l’industrie de la restauration, du fast-food au chef étoilé.
Les enjeux de la gestion d’un restaurant et le développement d’un nouveau concept.
Connaissance des normes juridiques d’hygiène et de sécurité alimentaire.

Management de projet événementiel

Typologie des événements internationaux, logistique, coût, économie des salons.
Organisation, marketing et relations clients.
Organisation d’un congrès ou d’un salon : recherche de financements et de partenaires, organisation matérielle, accueil des congressistes, coûts et méthodes de promotion.
Les festivals : un atout économique et culturel pour les régions ; tourisme et festival ; promotion des festivals en France et à l’étranger.

Practical Field Visits

An intensive 3-day guided field program. This module includes “behind-the-scenes” visits to 5 star palaces, international hospitality groups, casinos, spas, resorts and boutique hotels. An opportunity to meet senior management and to discuss latest trends in hospitality.

Job openings

Internships and 1st jobs of students and graduates

  • François BOUGEARD


  • Laura BOUX

    Hotel and associated services Management at ACCOR HOTELES ESPAÑA SA

  • Marie-Astrid CALVAR

    Assistant Advertising Manager at EASYVOYAGE UK


    Marketing Studies and Swiss Promotion at MAISON DE LA FRANCE

  • Marion DENIS

    Assistant Advisor in international tourism development at CCI BORDEAUX

  • Kristelle FAHY

    Event Manager at VOYAGEURS DU MONDE

  • Xueyin JIANG

    Assistant Project Manager at TIENKUNG Communication internationale

  • Kenza LAMRISSI

    Assistant Quality Manager at CLUB MED

  • Amandine LARGETEAU

    Assistant Relationship Marketing at GROUPE ACCOR

  • Raphaël LAURENT

    Marketing Officer at CARLSON WAGONLIT TRAVEL

  • Anne-Laure PROBST

    Management and administration at PRINCESA YAIZA SUITE HOTEL RESORT *****Luxe

  • Audrey SENECHAL

    Wine Tourism Service at LUXURY WINE TOUR

  • Hugo SERVAIS

    Business Development Coordinator at CONRAD BRUSSELS ***** HILTON

  • Aude STADLER

    Assistant Advertising Manager at LAST MINUTE.COM

Program Structure

This MSc program allows students to alternate business studies with professional experience:

Intake in October:

From October to March: work-study rhythm

Students follow a 6-month semester of academic coursework alternated with internship (3 days in class and 2 days of internship per week). An exam session is planned at the end of this semester (in March).

From April to September: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.

Intake in February:

From February to July: work-study rhythm

Students follow a 6-month semester of academic coursework alternated with internship (3 days in class and 2 days of internship per week). An exam session is planned at the end of this semester (in July).

From August to January: internship

Students complete a full-time professional internship of 5 or 6 months, in France or aborad. During this period, they must also write and defend a thesis in a field related to this program.