MBA Digital Marketing and Innovation
Program description
The 2-year MBA in Marketing Digital & Innovation (M1-M2) aims to train ethical managers in digital marketing capable of reconciling skills in digital marketing, business development and data in a resolutely entrepreneurial and start-up approach.
The teaching is divided into 2 courses:
- General education path:
- Strategy (digital transformation, business models, Innovation, business plan, sociology of consumption)
- Business development (commercial strategy, management, closing, CSR)
- Digital marketing (web marketing, management, social media-content)
- Entrepreneurship and project management (collective financing, agile project management, Leadership, Business English)
- Professional education course in 2 specialties:
Growth Marketing Specialty with a view to complementarity between growth marketing strategies (short term) and that of inbound marketing (long term); In this sense, the course combines digital marketing skills and data analytics and testing skills, the latter being essential for growth marketing.
- Customer journey and experiential marketing
- Digital marketing strategy
- Growth marketing
- Data analysis and testing
Marketing Data Specialty aiming to master skills in strategy and digital marketing on the one hand, development, data science, data analysis and big data on the other hand in order to guarantee an exhaustive data path:
- Modern Data and Big Data infrastructures
- Language, exploration and manipulation of data
- Analytics and data science
- Data governance
of the 2021 Eduniversal ranking in the "E-Business" category
Of students obtaining the RNCP title
Graduation rates
of students are employed 12 months after graduation
Objectives
- Develop solid strategic and operational knowledge in digital marketing, communication, advertising, sales and marketing studies
- Be able to master the digital transformation of traditional fields (e-marketing, e-commerce, e-CRM, e-Communication, e-advertising) As well as the new essential skills in this field: mobility, analysis, Big Data, DMP, innovation, connected objects)
- Understand the new opportunities offered by the web, social media and more generally the omnichannel world (mobile / tablet, webtTV and TV 2.0, urban display, new generation ...)
- Know how to develop and perpetuate a digital business creation project
Courses Program
- Digital transformation
- Strategy, Business models
- SME, Disruptive innovation
- Business plan, Budgets
- Sociology of consumption
- Internet law, GDPR
- Commercial strategy
- Management of sales performance
- Closing-Income
- CSR (Business ethics, marketing)
- Business English
- The fundamentals of web marketing
- Web marketing plan (SEO, SEM, SEA, SMO, e-mailing, etc.)
- Management of web marketing performance
- Social media-content
- E-commerce
- Fundraising and crowdfunding
- Agile project management
- Leadership, team management
- VBA
- Business English
- Inbound marketing (Customer journey)
- UI UX / design
- CRM and marketing automation
- Customer satisfaction and loyalty
- Social selling and inbound marketing
- Mobile marketing
- Digital marketing strategy and acquisition levers
- Content marketing and digital strategy
- Web analytics / Google Analytics
- Economic intelligence
- Business English
- The fundamentals of growth marketing
- Digital Growth & Creativity
- Apply Growth in marketing funnels
- Measure and automate the levers
- The Growth Marketing Toolbox
- VBA
- SQL Database
- Intermediate Python
- Rapid tests / AB Testing
- Business English
- Data analyse
- Machine learning
- Soft Skills
- Big Data Ecosystems
- Cloud Computing (AWS)
- SQL Database
- Intermediate python
- Business English
- Parallel calculation
- Unstructured database
- Data Analysis
- Machine learning
- Deep Learning
- Data visualization (Power Bi)
- Data regulation
- Data governance
- Ethics and CSR
- Soft Skills
Skills
Our MBA Marketing innovation aims to:
- Train ethical 4.0 managers in digital marketing at both strategic and operational levels, able to occupy positions in both marketing and data fields
- Adopt a transversal marketing approach to set up a digital marketing strategy, both long term and short term in a context of digital transformation
- Develop and consolidate the spirit of Growth marketing and business development both in the context of Start-ups / SMEs and large companies in an innovation marketing approach
- Understand the opportunities and challenges offered by Data and Big Data in order to face the new challenges of innovation marketing (artificial intelligence, machine learning, etc.) and meet the requirements of personalization and customer engagement
The strengths of the Digital Marketing & Innovation MBA
The Digital Marketing and Innovation MBA emphasizes a complete mastery of the digital economy value chain and combines an academic and practical approach to train professionals with multidisciplinary talents. The training revolves around a common core as well as a specialization module through which our students can deepen certain areas to orient themselves towards professions requiring very specific skills.
The basic lessons of the course allow you to develop a sense of leadership and career planning. With an emphasis on innovation and the digitization of the economy, this module invites students to understand project management in innovative ways. They are invited to include their reflections in a logic of financial valuation and the image of the company.
To the solid foundations provided by the first module are added practical knowledge around the implementation of campaigns, the design and creation of