Which marketing specialization should you choose?
Marketing professions are evolving rapidly, driven by digital transformation, market globalization and significant data growth. In response to these changes, emlyon business school offers two specialized programs : the Master in Digital Marketing & Data Analytics and the Master of Science in International Marketing & Business Development.
Two Programs, Two Distinct Approaches to Marketing
Each program views marketing as a key driver of business strategy but offers a distinct perspective.
The Master in Digital Marketing & Data Analytics program focuses on technical, analytical, and performance-driven aspects of digital marketing. It prepares students for careers such as:
- Digital Marketing Consultant
- Data Analyst
- Business Analyst
- Customer Relationship Management and Digital Marketing Manager
- Market Research Analyst
On the other hand, the Master of Science in International Marketing & Business Development program is centered on global strategic thinking, commercial growth, and international expansion. Graduates pursue careers such as:
- Marketing Manager
- Marketing Strategist
- Marketing Director
- Partnership Manager
- Business Developer
- Product Manager
- International Sales Developer
- Sales Manager
- Key Account Manager.
From Theory to Practice: Developing Professional Skills
Beyond core academic knowledge, both programs focus on developing practical, in-demand skills.
The Master in Digital Marketing & Data Analytics prepares students to build digital strategies and manage data-driven projects using tools like Power BI, Google Analytics, and Python. Courses cover:
- Marketing analytics
- Digital advertising
- Content marketing with generative AI
- Data acquisition
- Business intelligence
The Master of Science in International Marketing & Business Development emphasizes on market analysis, international growth strategies, and managing business projects in global, multicultural settings. Students will explore the following courses:
- International trade
- Global market dynamics
- Consumer behaviour
- Negotiation
- Strategic market entry
Master and Master of Science: Understanding the Difference
Both the Master and the Master of Science lead to a Bac+5 qualification, equivalent to a five-year higher education degree. However, their status and recognition differ.
A Master's degree is a national diploma, accredited by the French Ministry of Higher Education. It confers the academic grade of Master, corresponding to level seven of the European Qualifications Framework, and is recognized in France and internationally. The Master in Digital Marketing & Data Analytics at emlyon business school is part of this framework.
A Master of Science is a degree awarded by institutions that are members of the Conférence des Grandes Écoles - a French organization representing elite institutions, like business schools, that offer specialized advanced programs known for their rigorous standards and practical focus. Although it is not a national diploma, it is highly valued by recruiters for its academic quality and strong international focus. emlyon business school offers the Master of Science in International Marketing and Business Development under this format.
A strong professional and international dimension
Both programs offer international exposure through academic exchanges and seminars. Students enrolled in the Master in Digital Marketing & Data Analytics can study in Berlin at Technische Universität Berlin (Germany) and in Montreal at McGill University (Canada).
Similarly, those pursuing the Master of Science in International Marketing & Business Development can gain international experience at the French Vietnamese Center for Management in Hanoi (Vietnam) or at Stellenbosch Business School in Cape Town (South Africa).
Additionally, both programs include a compulsory 4 to 6-month internship, allowing students to apply their academic knowledge in real-world settings and gain valuable experience. The school provides full support and resources to help students find the right internship. The Master in Digital Marketing & Data Analytics is a two-year program, while the Master of Science in International Marketing & Business Development is completed in 18 months.
Your choice depends on your career goals: if you're looking to specialize in data-driven marketing, the Master in Digital Marketing and Data Analytics will allow you to develop all the necessary skills. If you are more interested in strategic marketing and global business growth, the Master of Science in International Marketing and Business Development is a good fit.
For a clear overview of the differences and similarities between the programs, this infographic provides further information.
