Program content of the MSc in Digital Marketing & Data Science

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The MSc in Digital Marketing & Data Science offered by emlyon business school diplomas is accessible after a Bachelor's degree minimum (in 3 or 4 years)

In the dynamic world of digital marketing, the ability to make data-driven decisions is not just an advantage, it's a necessity. The MSc Master of Science Digital Marketing & Data Science was created with one strong belief : today, Marketing is a Science. Our Marketing Analytics courses will equip you with practical, analytics-based tools and strategies that will make you an invaluable asset to any marketing team. You will learn not just to understand data, but to transform it into actionable insights, allowing you to drive innovation and efficiency in your future roles.

Discover the program content for the 2023-2024 academic year:

Structure programme MSc DMDS

This program enables foreign or French students to acquire a high-level, specialized education aimed at the main functions of digital marketing & data analytics in companies whose scope is resolutely oriented towards international markets.
This program requires a professional mission at the end of the course for a minimal duration of 4 months (internship, VIE, fixed-term contract or permanent contract).

Pre-program (August to September)


Prerequisite online courses only for non-business students

You will first follow a core syllabus which will allow you to acquire the fundamentals of management, gain the necessary skill set of international business management and apply it to the industry.

Example of courses:

  • Fundamentals of Economics
  • Fundamentals of Finance
  • Fundamentals of Accounting
  • Fundamentals of Marketing
  • Corporate Social Responsibility

First Period in Paris (September to April)

You will learn and practice coding and discover all the elements required to build a digital marketing strategy thanks to the analysis of data at a strategic level. As future managers, you will be trained to make ethical decisions and lead your team.

Courses are divided into 5 main blocks of competencies :

Programming skills :
  • Applied Statistics
  • Fundamentals of Python
  • Data Science with Python
  • Programming with R
Plan report and forecast with Business analytics and Automation :
  • SQL
  • Business Intelligence and Data Visualization (Power BI, Tableau)
  • Communication to the board
  • Dataiku or Robotic Process Automation
Pilot a Digital Marketing Strategy
  • From Digital to AI marketing
  • Programmatic Advertising
  • Web Analytics
  • Web Content
  • CRM, data platform and marketing automation
Identify new opportunities in a data driven environment
  • Fundamentals of data and web technologies for business
  • Data Governance
  • Responsible Artificial Intelligence
  • Digital Business Models
  • Ethic in a data driven World
Professional development
  • Engage and Manage teams
  • Advanced Excel
  • Research methodology
  • French
International Seminar (October)

The international seminar takes place for one week in October 2024* in Stockholm, Scandinavia. 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)

In Company Project (April to June)

Students work in teams to solve a key strategic issue posed by a company. Considered as a consultant or as a contributor, you will develop in-depth analysis and expertise, bring fresh overview and insight on a specific topic linked with digital marketing and/or data analysis. With your team, you end up producing recommendations for action through a strategic presentation.

Company conferences and visits (All year long)

You will meet famous and global companies, like Meta, Amazon, Google, Danone, L’Oreal, Guerlain, Numberly, Canal +*. It will be an opportunity for you to network but also to know more about how those companies run.

We have dedicated events for you, like the Lunch and Data or the Digital Night, where companies will give you a project to work on on a limited time : a great opportunity for you to shine !

*(Companies that the 2023 class met, to be confirmed for the 2024 class.)

Second Period in Canada* (May to June)

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.

*(Destination for the 2023 and 2024 classes.)

Third Period Anywhere in the World (July to December)


The Master Thesis is an analytical work on a topic related to the industry of your choice. 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.


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.

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 - Program director


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). *

The MSc in Digital Marketing & Data Science on Campus France Live