Master in Digital Marketing & Data Analytics
This specialization is part of the Master in Innovation Degree (DSMI)
In the dynamic realm of digital marketing, mastering data-driven decision-making is not 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 Digital Marketing & Data Analytics 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.
Academic and experiential elements
The program is built over two years with a unique pedagogical design:
- Common courses with the other specializations of the Master in Innovation over the two years: the core courses or the signature courses
- A solid specialization logic from the first year
- A strong international exposure with an international seminar and one international term per year, enabling you to explore global industries through the prism of your specialization
- Emphasis on “learning by doing” with cross-field projects with partner companies and the opportunity of doing an internship or a professional experience from the end of the first year.
Year 1 - First semester
📅 September to January
📍 Paris
Experiential elements:
- Innovation business game
- Hackathon
Core courses:
- Intermediate finance
- Marketing for value creation
- Statistics for business
Specialization courses:
- Digital advertising
- Programming with Python
- Data analysis and SQL fundamentals
- Project management fundamentals
Year 1 - Second semester
📅 January to March
📍 Paris
Experiential elements:
- Inspiring talks
- Discovery of Paris Tech Eco system
Core courses:
- Strategyzing complexity
- Operations & Decisions
- Sustainability introduction for future business leaders
Specialization courses:
- Marketing analytics
- Content Marketing
- Field Project
- Introduction to reasearch Methodology
2-month international term
📅 March to May
📍 Europe
This is an opportunity for you to discover another europeen culture and have courses in a prestigious university outside of France. You will be confronted to a new international business environment where you will learn more about Innovation management and complete your technological acculturation.
Optional professional experience
📅 May to September
📍 France or international
The 3-to-4 months professional experience (optional at the end of the first year) is an excellent opportunity to put your academic knowledge to the test and gain practical experience in the sector of your choice.
Year 2 -Third semester
📅 October to January
📍 Paris
Experiential elements:
- Career service
- Company visits
Signature courses:
- Innovation & Transforming business
- Research methodology
Specialization courses:
- Integrated marketing communication
- Digital Data Acquisition Analytics
- Content Marketing and generative AI
- Alternative Digital Marketing
- Business intelligence
- Data visualization
- Engage and manage teams
Year 2 - Fourth semester
📅 January to March
📍 Paris
Experiential elements:
- Inspiring talks & Company visits
- International Seminar
Signature courses:
- Governance, ethics & Sustainability thinking
Specialization courses:
- Customer Relationship Management (CRM)
- Ethics of data marketing
- In company project
🌍 International Seminar in Europe:
The international seminar takes place over 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 each year (for example: Stockhom in October, 2024)
Master thesis
The Master thesis is an analytical work on a topic related to the industry. 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.
2-month international term
📅 March to May
📍 Abroad
This is an opportunity for you to discover another culture and have courses in a prestigious university outside of France. You will be confronted to a new international business environment where you will learn more about Project Management and complete your technological acculturation (for example: McGill University in Montreal for the 2024-25 academic year)
Compulsory professional experience - 4 to 6 months
📅 May to December
📍 France or international
The 4 to 6-month compulsory professional experience 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.
Word of welcome
"Welcome to the exciting world of the Master in Digital Marketing & Data Analytics at emlyon business school! If you have a thirst for innovation, challenges, and limitless opportunities, you’ve come to the right place. This program is much more than just an academic course: it’s an intellectual adventure where you will develop essential skills to excel in digital marketing and data analytics, two fields that are indispensable for the future.
With us, you will dive into the latest technologies, learn how to interpret the data that shapes business strategies, and become a key player in designing impactful marketing campaigns. Our approach combines scientific rigor, creativity, and a sharp sense of innovation, all supported by a community of experts and passionate Professors, ready to guide you through every step of your journey.
This master’s program will open the doors to an exciting professional future, where the skills you acquire will make you a leader in an ever-evolving digital world. Join us today to write your own success story !"
Alice HOUVENAEGHEL Head of the program
Assessments
Assessment methods may include case studies, presentations, mock exercises, tests, etc.
The graduation rate for students of the previous MSc in Digital Marketing & Data Science for the 2022-2023 academic year was 99% (100% of students taking the exam have graduated). *
The Program Digital Marketing and Data Science changed it's name in 2025 to become Digital Marketing and Data Analytics *