From market analysis to negotiation, these are the skills that will set you apart in marketing and business development
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By Steven Short
Thu Jun 5 2025
If you’re drawn to a fast-paced, people-focused career that combines creativity with commercial strategy, marketing and business development could be the right fit.
Success in these roles often means working across markets, interpreting customer needs, and contributing to commercial outcomes, sometimes in unfamiliar environments or under tight deadlines.
These kinds of skills can be introduced in the classroom, but they’re developed by applying them—whether that’s collaborating with international teams, completing a hands-on internship, or solving business problems in real-world settings.
BusinessBecause spoke to Matthew Pommier, a student on the MSc in International Marketing and Business Development at emlyon business school, to find out how the skills he’s learning are preparing him for a successful career.
7 Skills You Need To Succeed In Marketing And Business Development
1. You’ll develop networking skills that will help you progress your career
For Matthew (pictured), one of the most valuable aspects of his Master of Science has been the connections he’s made.
Prior to joining emlyon business school, Matthew studied business and as an undergrad in Canada. Wanting to return to his native France, he chose emlyon for its location, for its new campus—opened in 2024—and also because he knew it would introduce him to a cohort of students from diverse international backgrounds.
“The international offering at emlyon really appealed to me. I wanted to be surrounded by international people with a broad range of business backgrounds and add a great name to my resume.”
Students in the MSc program build their network through a range of real-world experiences. These include company visits during a one-week international seminar abroad—designed to bridge academic learning with industry exposure—as well as consulting and in-company projects where students work directly with professionals. Many also expand their networks further during a four- to six-month internship in France or abroad.
This hands-on learning is complemented by access to emlyon’s global network: more than 48,000 alumni in 130 countries, and over 2,000 recruiting companies across all programs.
Matthew says that during his time at emlyon he has grown not only his professional network, but personal connections too.
“From day one we have been building real relationships. I think that’s really valuable, because in 10, 20 years, these are the people we’ll be able to reach out to.”
2. You’ll learn how to adapt to different environments
As part of the program at emlyon, students spend several months abroad and also attend an international seminar. Matthew is currently in Vietnam, where he’s working on an in-company project and taking classes at a partner school.
“I’m still figuring out how to adapt myself here,” he says. “It’s really interesting to see how an emerging market functions from the inside.”
While in Vietnam, Matthew and his fellow students have worked with a company on a project in real time. They visited the business on-site and presented their recommendations directly to the board.
“You know your work is going to be used—or at least considered—by real business people, not just graded by a professor,” he says.
“We’re really learning about adaptability through this process of understanding a different market, and how to adapt either a vision or a product.”
He adds that his time spent in Vietnam has been personally transformative, particularly as he had never visited Asia before.
“It’s helped me grow as an individual,” he says. “I’m still figuring out how to adapt myself here, but being in a different environment pushes you to grow.”
3. You’ll learn how to work with people from different cultures
During the MSc in International Marketing and Business Development, students take part in multiple team-based projects—such as the Transforming Early Makers (TEM) project and the In-Company Project—where they apply their skills in real-world, often multicultural business settings.
For Matthew, learning to collaborate with people from different cultural backgrounds has been particularly valuable.
“Working in such an international environment is interesting. There are around 40 nationalities in my cohort,” he says. “I’ve learned we don’t all work in the same way, which can be challenging, but it’s something you need to be aware of.”
A key takeaway from his time at emlyon has, he says, been understanding different working styles and how to collaborate effectively with international peers.
4. You’ll hone your analytical skills
At emlyon, studying international business and marketing strategies means developing core skills in market analysis, with a focus on global markets and organizations. Students also explore areas such as branding, promotion, data-driven marketing, and negotiation techniques.
“In Lyon, we really focused on analyzing the market and understanding how to fit it,” says Matthew. “Then in Vietnam, we got to see how an emerging market actually works. It made everything we learned more tangible.”
Guest speakers from different industries—including tech, services, marketing and digital marketing—added further perspective on how these skills are applied in the field.
5. You’ll learn the art of negotiation
Negotiation plays a central role in both marketing and business development—whether you're discussing pricing with clients or pitching ideas internally. But it can be a difficult skill to build without hands-on practice.
For Matthew, learning about negotiation was a program highlight.
“Negotiation can be quite conceptual, but the classes were great,” he says. “The professor really focused on the human side, and we were paired with classmates chosen as our best match. I felt like I learned a lot.”
6. You’ll become more resilient
A high-stakes career often involve tight deadlines and quick decision-making. Learning to stay focused under pressure is a key part of career preparation.
Matthew says the program’s academic rigor helped him build that resilience.
“The program challenges you, but I see that as a good thing. If it were too easy, it would detract from the value of the experience,” he says.
7. You’ll learn how to develop a project from the ground up
Launching a new campaign or entering a new market often starts with developing an idea and then testing it against real-world constraints.
As part of the MSc in International Marketing and Business Development, students complete a TEM (Transforming Early Makers) project, which challenges them to build a business concept in a specific industry, with a sustainable focus.
This required working in a team to a tight deadline, after which students present their project to the whole cohort of almost 200 people.
“We had to apply everything we had learned about marketing and business development by creating an actual business. It was hard, but a great experience,” Matthew concludes.
From navigating new markets to working across cultures, Matthew’s experience shows how marketing and business development demand a broad set of skills—many of which are best learned through doing. For students, that means looking beyond the classroom and choosing a program that offers both structure and stretch.
I am an international student in my 3rd year and I love going to this school and do not regret chosing it for my BBA.
The classes are helpful, professors are always there to help as well and we have a very understanding administration.
Student
Verified
18/03/2023
On Campus
Leadership in an amazing city
I decided to do my exchange in Emlyon because I wanted to get out of my comfort zone, and I found a space with very capable People.. participatory, empathetic and full of leadership. I will never forget Lyon, apart from giving me an unforgettable experience, he gave me great friends
Student
Verified
23/11/2021
On Campus
A lot of opportunities professionally and socially. A unique program in France.
You can choose your courses and do your internship, exchange whenever you want. It's flexible and adapted to the needs of each student. A great program and a great city! Professionally, it opens a lot of doors for you to find internships or jobs in France or abroad thanks to the network and career events.
Fabian
Verified
7/06/2020
MSc in Digital Marketing
Combining both worlds into one, this course gave me all the on-demand technical skills in data science while maintaining a business-oriented approach. Thanks to the strong academic profile of this university I was able to secure an internship and full-time job at Amazon.
Student
Verified
14/10/2018
Top Business School fostering innovative entrepreneurs
EMLyon is one of the best business schools. The campuses, associations and courses offered provide the students with the best options to build the future they have chosen. The various opportunities to study and work abroad also offer a deeper understanding of the world, not only economy-wise but social, which helps the student become as well a better individual and not only a pre-formated business school student.
Student
Verified
9/06/2020
Emlyon campus in Paris
It has a great international community and you have access to many international tools, courses and professors. I had many networking events and workshops for students. Campus and some details of the program could have been improved or need to be bigger in order to have a better student life.
Student
Verified
21/11/2022
On Campus
Entrepreneurship
Overall good content and good activities.
Lack of administration but still ok.
Good flexibility and liberty offered to the students. Finally, the amount of internship is also a good way to improve qualifications.
Student
Verified
25/05/2020
Good Reputation and International Business School
The course was not well adapted but it was up to the mark.
The professors are very well experienced and their experience comes in handy while working on assignments.
The facilities on the campus are top class. Truly professional. I really like spending time in the learning hub and using all the available resources.
Lyon is an amazing city. You will never get bored.
Edel
Verified
11/07/2024
On Campus
MSc International Hospitality Management
The best educational experience of my life so far!
It’s been full of exposure and great connections. From Lyon to London, Paris, Los Angeles and Las Vegas! Truly an exceptional way to discover the world of hospitality.
Student
Verified
11/07/2024
On Campus
Real networking opportunities
- meeting new people, specially professionals during seminars or evening meeting at school.
- going abroad to study luxury
- being involved as an ambassador to promote the school and the program I was into (MSc LMM)
- having such a great professional core
Daphné
Verified
14/07/2024
On Campus
white baccalaureate in the world of work
I really appreciated the MS SDAI as a whole. The teaching staff, the different subjects, the university exchange, TEM... I started my internship in a consulting firm having acquired a solid foundation. Downside for CentraleSupélec, which I found far too academic for a program such as this.
Student
Verified
11/09/2024
On Campus
Great
Pretty great !
Emlyon business school is a top educational institution known for its outstanding academic programs, nurturing environment, and state-of-the-art facilities. It fosters creativity, critical thinking, and leadership in students.
Student
Verified
6/02/2025
On Campus
Emlyon makes us confident!
Since I got into emlyon business school in September 2024, I’ve had many occasions to discover various subjects, but also to gain confidence and strength in several fields. Our « ADN » classes involve active participation and teamwork which enlighten our everyday life here in Lyon.
Teachers are welcoming and available, classes are dispensed in small rooms, all of this turning our studies into a real life experience.
As a top business school in France and in Europe, rest assured that this programme will take you to places you never had the chance to go to.
Student
Verified
7/02/2025
On Campus
Worldwide School
If you're looking for a school with an international perspective, emlyon is the place to be. Academic exchange and double-degree opportunities are widely varied around the globe, and the school has 4 international campuses.
Jeremy
Verified
7/02/2025
On Campus
Warm welcome
emlyon is one of France's top business schools, offering a wide range of programs and masters degrees that allow students from all backgrounds to perfect their skills. Students are very friendly and student life is dynamic with 42 associations (art, culture, finance...). With the inauguration of its new campus, the school also offers students a highly advantageous working environment right in the heart of Lyon.
Student
Verified
6/02/2025
On Campus
Experience at emlyon
My experience in emlyon business school was nothing but fantastic. The professors are very knowledgeable and helpful and are the best in the field to guide you to build your future self. The campus life is also really great and you get to meet amazing people!
Jenny
Verified
6/02/2025
On Campus
A Global and Data-driven Learning Experience
As an international student from Taiwan, currently studying Digital Marketing & Data Science at Emlyon Business School's Paris campus, my experience has been both challenging and rewarding.
1. Academics & Curriculum
The program is highly data-driven, integrating real-world marketing strategies with technical skills like Python, SQL, and machine learning. Professors bring industry expertise and often collaborate with companies, making classes interactive and practical.
2. Campus & Student Life
The Paris campus is a great location for networking, surrounded by top companies and start-up ecosystems. There are plenty of career events, hackathons, and networking opportunities, which have helped me connect with professionals in my field.
3. International Student Experience
Coming from Taiwan, Emlyon provides a diverse and global environment. The school supports international students well, but navigating administrative processes (like visas and housing) can sometimes be challenging. However, the student community is welcoming, and there are many activities and student initiatives to engage with.
4. Overall Impression
I think Emlyon is a great choice for students looking for an innovative, hands-on learning experience in business and technology. While some courses could benefit from even more structure, the real-world projects, industry collaborations, and international environment make it a strong business school for aspiring digital professionals.
Ambrine
Verified
7/02/2025
On Campus
Very Good Program and Life-Changing Opportunities
I was truly delighted with my program as it provided me with valuable knowledge and skills. The campus is outstanding, offering an inspiring and welcoming environment for students. Moreover, my program opened up new professional opportunities that I would never have been able to access without completing this Master's degree in Strategy in International Business Development (in partnership with CentraleSupélec). I highly recommend this school to anyone seeking a transformative academic experience!
Nelia
Verified
7/02/2025
On Campus
BBA1 EM Lyon business school
This is my first year at EM Lyon and one of the first factors that makes me love my school is its campus. The location, the layout of the premises, the exteriors... all the facilities are functional and largely allow students to flourish in their studies (very large library, individual and collaborative workspaces, fully equipped rooms that can be booked, catering and relaxation areas, roof... everything is there!) Also, what I particularly appreciate is the format of the courses which combines practice with theory. My program is intended to be very professionalizing, so we have courses and modules that put us in real situations, the professors and external speakers are for the most part people in professional activities in companies which allows us to benefit from concrete illustrations and notable anecdotes. The classes are not very numerous, offering us an opportunity for interaction and group work. In addition to the courses, the school has many very advantageous partnerships for internships and academic exchanges. In addition, the school offers many conferences and workshops at the Makerslab that allow us to educate ourselves and learn new things. Finally, my program is internationally oriented and that is one of the reasons why I chose it: internships and academic exchange abroad. Finally, student life is a real added value for us since the associative life occupies a preponderant place in our course due to the variety of associations, the premises that are reserved but especially the budget that is allocated.
Jeanne
Verified
7/02/2025
On Campus
Makers Spirit
Emlyon business school is a incredible university, i've been able to learn a lot of informations, and making contacts and meet a lot of people. The courses are very interesting and i'm looking foward to earn more experiences (academic or professional).This school gave me huge opportunities and still do, I intend to take them and use them, this school change my life, and me as a character. I want to make it known to as many people as possible, and grow the makers spirit!
Student
Verified
7/02/2025
On Campus
Digital Marketing and Data Science
Courses are practical, and the program is intensive. We have so many tasks need to fulfill. I love the school provide many career and alumni resources. And also give us many opportunities to approach to different fields.
Student
Verified
7/02/2025
On Campus
Current Student
Likes:
abundant resources
the network of alumni is really healpful
wonderful location (center Paris)
a lot of interesting lectures and company visits
the school opens until 2200, great for studying
Dislike:
not enough spaces to study
some study rooms are toooooo cold
some classrooms have limited access to charge and the air is stagnant
Maude
Verified
8/02/2025
On Campus
Stepping Into the World of Data
I come from a business background, and I stumbled upon Python a few years ago almost by accident. I found myself spending hours debugging code, completely losing track of time. It was as if a new world had quietly unfolded before me, one I hadn’t even realized I was searching for.
But without a scientific background, I felt behind. We tend to put ourselves in boxes, believing certain paths are out of reach. This master’s program proved otherwise. It gave someone like me with a non-technical foundation a chance, it opened the door to data and analytics.
Yes, it’s a challenge. The curriculum is intense, and the learning curve is steep, but the support from professors and peers makes all the difference. The hands-on projects, the balance between theory and application, and the exposure to real-world case studies ensure that learning isn’t just theoretical: it’s practical and impactful. I’ve worked on diverse datasets, from images to audio, passing through the more familiar tabular data, and every project pushes me to think critically and experiment confidently.
One of the standout aspects of this master’s is the collaborative environment. My classmates come from different backgrounds; engineering, business, social sciences, and that diversity makes discussions richer and group work more dynamic.
Slowly but surely, I’m bridging the gap between curiosity and expertise. If you're drawn to data, AI, and the power of code, this master’s might be the door you’ve been waiting to walk through.
The question is: Are you ready to take that leap?
Student
Verified
10/02/2025
On Campus
Good school
This school is really very interesting! We learn a lot there and the teachers are professionals and therefore have experience to share with us. The only problem would be just the fact that some teachers are not very educational which makes the lessons sometimes hard to follow...
Student
Verified
10/02/2025
On Campus
An excellent school that deserves its reputation
I am a PGE student at emlyon BS and I am completely fulfilled there: the courses are of high quality, punctuated by stimulating group projects and the associative life allows the class to bond and to spend very good times with people who share a common interest or passion. In addition, the academic excellence of emlyon is recognized both in France and abroad, which allows students to benefit from very good internship opportunities and great career prospects. In other words, I recommend emlyon BS
Student
Verified
10/02/2025
Online
Experience at emlyon
During my time at EMLYON Business School, I discovered a demanding and stimulating academic environment, marked by a strong entrepreneurial culture. The pedagogical approach, focused on learning by doing, allowed me to develop concrete skills in project management and strategic decision-making. One of the highlights of my experience was participating in a business game where we had to manage a fictitious company in a competitive market. This simulation taught me the importance of data analysis and adaptability in the face of economic contingencies. I was also able to interact with professionals at conferences and workshops, which gave me a clearer vision of the challenges of the business world. Finally, the diversity of the student network, made up of international profiles and varied backgrounds, enriched my experience. Working in a team with people with different approaches was a real asset to develop my ability to collaborate and innovate. This immersion at EMLYON has strengthened my entrepreneurial spirit and my desire to evolve in a dynamic environment, where learning is not limited to theory but is anchored in practice and experimentation.
Student
Verified
12/02/2025
On Campus
Nice campus
Located near the center of Lyon which allows for easy commute and proximity to stores/restaurants.
Amazing student life, there are events every week (sports, lunches, parties but also networking and work opportunities). Great school if you're interested in consulting or finance as top firms come and teach classes every semester.
Some classes are online and some classes are in person.
If you come as an international student in the MIM program you cannot do exchanges internationally but there are many double diplomas to chose from. French students have the possibility to do exchanges at MIT, UCLA, Bocconi, Berkeley etc.
Karunasagar
Verified
13/02/2025
On Campus
A Fun and Insightful Learning Experience
Attending emlyon business school has been an incredibly rewarding experience. The MSc in Health Management & Data Intelligence program offers a perfect blend of theory and practical applications, with a strong focus on the healthcare industry. The professors bring a wealth of real-world experience, making the learning process engaging and insightful.
The campus life is vibrant and multicultural, providing opportunities to collaborate with peers from diverse backgrounds. I particularly enjoyed the hands-on projects and the interactive learning environment, which have significantly enhanced my critical thinking and problem-solving skills.
One standout moment was participating in the international seminar, where we visited leading healthcare companies and gained firsthand insights into global industry practices. Another memorable experience was the Transforming Early Makers project, which challenged us to innovate and present solutions to real-world healthcare problems.
The career services team is supportive, offering guidance and resources that help in preparing for the professional world. I would highly recommend this program to anyone looking to develop their skills in healthcare management and data analytics.
#InnovativeLearning #HealthcareManagement #DataDrivenEducation
Student
Verified
14/02/2025
On Campus
Excellent education and association system
A very diverse courses and cultures are present in the school.
It was a place where I learned much, especially about job opportunities.
The association life is great. Student can learn a lot of things about the difficulties in work, and allow them to have experience as a future managers.
