The MSc Performance commerciale et relation client at ICN Business School is a Master’s-level degree (Bac+5) designed to train future experts and managers capable of leading commercial strategy in a constantly evolving environment.

It is aimed at students who wish to combine operational excellence, technological expertise and strategic vision. The programme trains professionals capable of designing effective commercial strategies and enhancing customer experience.

This MSc is part of ICN Business School’s broader portfolio of more than eight specialised Master’s programmes and is based on a teaching approach combining academic learning and professional application.

Commercial strategy and performance management

The programme provides a comprehensive understanding of business development, from strategic planning to operational implementation. Students learn to analyse markets, identify growth opportunities and develop high-performing commercial action plans.

Particular emphasis is placed on performance management through key performance indicators (KPIs), target setting and sales process optimisation. Courses also cover advanced negotiation techniques, key account management and high-impact commercial approaches aligned with evolving market trends.

Customer relationship and omnichannel experience

The programme places customer value creation at the heart of its teaching. Students develop an in-depth understanding of acquisition, satisfaction and loyalty drivers, within a comprehensive customer journey approach.

Courses address the design of differentiated customer experiences, the personalisation of interactions and relationship management across all touchpoints (digital and physical). The objective is to train professionals capable of building long-term, consistent and engaging customer relationships aligned with consumer expectations.

CRM tools, data and commercial performance

The MSc includes a strong operational dimension through the mastery of Customer Relationship Management (CRM) tools and associated digital solutions. Students are trained to leverage customer data to refine commercial strategies, improve customer insight and monitor performance.

They learn to use tracking, automation and analytics tools to optimise sales cycles and enhance commercial efficiency. This data-driven approach prepares graduates to meet the current challenges of commercial roles at the intersection of technology, customer experience and performance.

Internship opportunities in sales

For students in the standard (full-time) track, internships within commercial units are integrated into the programme. These provide hands-on experience in customer relationship and sales roles, and represent a key driver of employability.

Thanks to our Careers and Internships Service and its network of 150 partner companies, you benefit from support in securing internships, apprenticeships and even your first job after graduation.

You will also take part in recruitment fairs, enabling direct contact with companies such as Auchan, ENGIE and Crédit Mutuel.

Admissions to specialised MSc programmes are open to international applicants holding a Bachelor’s degree or equivalent. Selection is based on application review, English proficiency, and, depending on the campus, possibly French.

Examples of careers:

• Business Developer
• Sales Manager / Area Manager
• Account Manager / Key Account Manager (KAM)
• Customer Experience Manager
• CRM Manager
• Customer Relationship Officer
• E-commerce Manager
• Commercial Marketing Project Manager
• CRM and Customer Data Consultant

The school also benefits from a strong network of more than 24,000 alumni, many of whom work in sales and commercial roles in France and internationally, facilitating career opportunities for graduates.

The strength of the programme also lies in the strategic location of its campus:

• In Paris La Défense, students study in the heart of Europe’s leading business district, in close proximity to the headquarters of major CAC 40 companies and key players in commerce

This unique combination of academic excellence, strategic positioning and the strength of the ICN network enables graduates to quickly secure high-value roles in a demanding and competitive sector.