Program content of the Master in Digital Marketing & Data Analytics
This specialization is part of the Master Degree in Innovation (DSMI)
The Master’s Program in Innovation is designed to prepare students for high-level expertise in one of three specializations : DSAIS, SCO and DMDA. This program fosters excellence in academic and practical learning, supported by research and high-level practitioners. Students are rigorously selected and trained to become experts in solving complex problems, driving transformation, and leading innovation.
Academic Excellence: The program is built on a foundation of rigorous academic standards in terms of content and targeted set of skills.
Research Integration: Students benefit from the latest research and developments in their field, gaining insights that are directly applicable to real-world challenges.
High-Level Practitioners: Courses are taught by a mix of faculty members and experienced industry professionals and experts, providing a balanced perspective of theory and practice.
Professionalization and Practical learning : Real-world missions and In company projects in Master 1 and Master 2
(accredited by the French Ministry of Higher Education)
Master in Innovation specialization Digital Marketing & Data Analytics
In the dynamic realm of digital marketing, mastering data-driven decision-making isn't just advantageous—it's essential. For aspiring marketers, understanding how to design impactful marketing strategies, employ the right tactics and execute them proficiently is fundamental. Yet to excel in the field, mastering cutting edge technologies and marketing analytics, content marketing, CRM and data analysis is what truly sets you apart.
The DMDA Program empowers you to become an expert in digital marketing and data analytics by mastering :
- Tracking tools (Google Analytics)
- Advertising Platforms (Meta for Business, Google Ads)
- Data Wrangling (SQL)
- Data Visualization (Power BI, Tableau)
- Programming (R, Python)
At a strategic level, creating and implementing digital marketing strategies will require you to undertake the crucial task of establishing effective data governance. Our program addresses this challenge head-on. You will also gain critical insights into the proper use and potential misuse of data, along with the legal and ethical frameworks shaping marketing campaigns. This knowledge will enable you to design the most effective marketing strategies to achieve your goals.
**Discover the program content for the 2025 2026 academic year : **
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Academic content
Master 1 - First period (Septembre to March) in Paris
Common Courses Master in Innovation:
- Intermediate Finance
- Marketing for value creation
- Statistics for Business
- Innovation Business game
- Sustainability introduction for future business leaders,
- Strategizing complexity,
- Operations & Decisions,
- Introduction to Research Methodology
Courses Master in Digital Marketing & Data Analytics
- Programming fundamentals,
- Data analysis and SQL fundamentals,
- Digital advertising,
- Content marketing,
- Project management fundamentals,
- Marketing analytics,
- Field Project,
- Web design and User experience,
- Innovation and entrepreneurship
Master 1 - Second period in international Term (March to May)
This is an opportunity for you to discover another culture and have courses in a prestigious University. You will be confronted to a new international business environment where you will learn more about Project Management and complete your technological acculturation.
Master 1 - Third period Anywhere in the World* (May to September)
*Optional Internship
The 4 to 6 months internship is a great opportunity to put your academic knowledge to the test, and acquire tangible experience within the sector of your choice. The school will give you all the support and tools you need to find the right internship for you. Instead of doing an internship, why not starting directly with your first job ? It can validate this professional experience required to get your degree and graduate from the program.
Master 2 - First period (October to March) in Paris
Common Courses Master in Innovation:
- Innovation and Transforming business,
- Research methodology,
- Governance, ethics & Sustainability thinking
Courses Master in Digital Marketing & Data Analytics
- Integrated marketing communication,
- Mastering web analytics and Tag Tech,
- Content Marketing and generative AI,
- Marketing Analytics,
- Data Governance,
- Business intelligence,
- Engage and manage teams,
- Alternative digital marketing,
- Customer Relationship Management,
- Ethics of data marketing,
- In compagny project,
- Neuroscience and marketing,
- Advanced project management,
- International business environment
Master 2 - Second period in international (March to May)
International Seminar
The international seminar takes place for one week. It is a unique opportunity to engage in insightful conferences and connect with numerous companies. It offers a firsthand understanding of how the economic landscape influences business strategies, while also immersing you in the local culture. *(Destination subject to change over years)
International term
This is an opportunity for you to discover another culture and have courses in a prestigious University. You will be confronted to a new international business environment where you will learn more about Project Management and complete your technological acculturation.
Master 2 - Third period Anywhere in the world (May to December)
Professional thesis
The Professional Thesis is an analytical work on a topic related to the industry and to the professional experience gained during your internship. This is a great opportunity for you to research a subject which is not only of particular interest, but which has the potential to contribute powerfully to your personal and professional development.
Professional experience - 4 to 6 month
The 4 to 6-month internship is a great opportunity to put your academic knowledge to the test and acquire tangible experience within the industry.
The internship is a great opportunity to put your academic knowledge to the test, and acquire tangible experience within the industry. The school will give you all the support and tools you need to find the right internship for you. Instead of doing an internship, starting directly with your first job can validate this professional experience required to get your degree and graduate from the program.
Word of welcome
"The program aims to help students to develop new competencies required to be a marketing technologist in the evolving data driven ecosystem and understand the management challenges of digital marketing and data analytics. The objective of this digital marketing and data science program is to provide students with skills in two disciplines, such as digital marketing and data science, that appear very different but that are actually very complementary.
The objective here is direct experience based learning and not just theory-based learning. We offer an immersive experience in different cultures, in universities and businesses, and with professionals who are immersed in digital marketing, data analysis and management on a daily basis. Sharing experiences helps to inspire as much as to teach. We provide the essential tools: each person will then be able to use them in the next steps of his or her own journey.”
Alice HOUVENAEGHEL
Assessments
Assessment methods may include case studies, presentations, mock exercises, tests, etc.
The graduation rate for students of the MSc in Digital Marketing & Data Science for the 2021-2022 academic year is 98,4% (100% of students taking the exam have graduated). *