Bachelor in BUT - Techniques de commercialisation

The BUT - Techniques de commercialisation (Bachelor Universitaire de Technologie in Commercial Techniques) at I.U.T de Metz, Université de Lorraine, in Metz, France, is a three-year bachelor-level program focused on the skills and methods of sales, marketing, and commercial management. The discipline addresses the full cycle of commercial activity: understanding consumer needs through market research, developing and communicating value propositions, managing customer relationships, negotiating and closing sales, and coordinating commercial teams. Students study consumer behaviour and market analysis, sales strategy and negotiation techniques, digital and traditional marketing, business communication, supply chain fundamentals, and the use of commercial information systems. Practical learning is a core feature of the program, with applied commercial projects and industry placements running across the three years. The BUT format emphasizes professional readiness alongside theoretical grounding, and students build a portfolio of applied work. Graduates are prepared for roles in sales management, commercial coordination, business development, account management, marketing operations, and e-commerce across retail, services, manufacturing, and digital commerce. Continuation to a master's or professional degree in marketing or sales management is also a common path. The program begins in September and lasts three years, with yearly tuition of 178 EUR. All instruction is in French. The program's location in Metz, in the Grand Est region close to Germany and Luxembourg, also gives students access to cross-border commercial networks.