Mastère Spécialisé (MS) Marketing et Data Analytics

Programme objectives

The programme sits at the junction between marketing, technology and predictive approaches. It is designed to train experts who can integrate data analysis to provide an optimised customer experience.

The programme’s objective is to enable students to:

• Master analytical methods that employ a perspective involving the smart usage of data in order to solve current marketing problems.
• Develop a data-driven culture so they can incorporate a customer culture into the company.
• Master data extraction and analysis through the use of the right tools (SQL, PYTHON, R).
• Guide, measure, adjust offers and customer relations (Decision optimisation through data visualisation).
• Define the KPIs and manage the marketing budget.

Skill sets

This Specialised Master is intended for students and professionally active managers who want to undertake additional training and specialise in all the professions associated with marketing and data analysis. Its part-time schedule is compatible with professional activity.

This programme enables students to:

• Develop a customer-centric marketing strategy in a data-driven environment
• Analyse massive data to monitor the implementation of the customer-centric marketing strategy
• Conquer and/or develop customer loyalty through a CRM tool
• Design tools to visualise customer relationship performance
• Manage the financial and human resources dedicated to customer relations

This programme is accessible via the « VAE » (awarding a qualification based on relevant professional experience).

Programme highlights

CROSS-FUNCTIONAL BUSINESS CASE

At the end of the programme, students will work on a multi-day business case. The objective of this project is to respond to a marketing problem while using all of the skills acquired in the programme (from data recovery to marketing recommendations).

Over the previous three years, we have collaborated with Converteo, Numberly and, most recently, Dentsu.

HACKATHON WITH DATAIKU, FRENCH UNICORN OF DATA ANALYSIS

The students of the Advanced Masters (AM) Marketing and Data Analytics end the year with a Hackathon with Dataiku, a French unicorn specialising in Data Science. During three intensive days, students become Data Analyst. They learn to master the Dataiku DSS tool, an integrated development platform intended for data professionals which allows data to be efficiently converted into predictions. During this competition, the students put into practice their knowledge acquired during the course; they demonstrate their analytical skills, thus serving the company by solving a concrete case through the use of data. Do you wish to know more about it? Read here

 

ULTRA-CONNECTED COMPANY TOURS

The PwC Delta Room combines cutting-edge technology and design and promotes collaborative work through intuitive technology. The students used the Delta Room during a business game focused on the importance of data and the securing of company information systems.

The IBM Client Center Paris offers the experience of innovative solutions in digital transformation projects through data management. In the past, students attended the conference “The learning company: intelligent, collective, enhanced” derived from a study conducted with EBG (Electronic Business Group), the main French think tank on digital innovation for the past twenty years.

Professional thesis

The professional thesis is a project whose purpose is to identify an issue important to companies and respond to it by using a conceptual approach and empirical research. This project must lead to practical recommendations for companies. Its additional purpose is to help students acquire technical expertise while also developing important soft skills for the job market: critical thinking, complex problem resolution, etc.

Evaluation procedures

The programme is recognised through a dual validation:

• Ongoing assessment: evaluations conducted throughout the length of the programme in the form of individual or collective reports to be submitted
• A professional thesis: submission of a written document and an oral defence before a jury made up of an academic tutor and a company tuto

At the end of the programme and after a validation of the ongoing assessment and professional thesis, the Level-7 RNCP of Customer Relationship Manager degree is awarded to the participants.

If some modules were not validated and thus no credits were earned, the programme participant can redo the evaluation during a period set up for this purpose.

The part-time format allows you to remain at your company and promotes your entry and development in the professional world.

Key figures

Sources: 2020 young graduate employment survey

Targeted professions

• Business Analyst
• Data & web analyst
• Data/BI Analyst
• Data Analyst
• CRM Project Manager
• Marketing Project Manager and Data Analyst
• Web Analyst
• Data Manager
• Traffic manager
• Data Visualisation and Decision-Making Aid Manager for Revenue Management et Pricing
• Data Architect
• Market Data Officer
• Product Data Analyst

Our students positioned in companies

Students from the class of 2022 have professionalisation contracts in the companies :

AD’S UP CONSULTING – AIGLE – AIR LIQUIDE – AKZONOBEL DECORATIVE PAINTS – ALD – ANTALIS – ARKEA DIRECT BANK – ARMADA – BUTAGAZ – BEL – BNP PARIBAS – BPCE -BUSINESS AT WORK – CARTESIA EDUCATION – CFEB SISLEY – CHANEL – COCACOLA – COGEDIM GESTION – COLIBRI – COLORZ – CONVERTEO – DATA LEGAL DRIVE – DEEPKI – DIGITAL CLASSIFIEDS – ELEVATE – ENGIE – EPSILON – FNAC DARTY – GAN PREVOYANCE – HENKEL – TECHNOLOGIES – HEPPNER – KAUFMAN & BROAD – LA POSTE – L’OREAL – SO – MOËT HENNESSY – NEXITY – NEXT RADIO TV – NUMBERLY – PRIMONIAL INGENIERIE & DEVELOPPEMENT – RATP DEVELOPPEMENT – SAINT-GOBAIN – SANOFI – SFCE – SFR GROUPE ALTICE – SNCF – SOCIETE GENERALE – STARDUST MEDIA AND COMMUNICATION – SUEZ RV FRANCE – TF1 – THE IDEALL – TL CONSULTING – TOTAL – VALLOUREC TUBES – VEEPEE – VERISURE – VOLKSWAGEN BANK …

Results indicators

2019-2020 data

Admissions

Three minutes to apply to the Specialised Master – advice from Coline Berthier, Sales & Recruitment Manager

Eligibility

This programme is intended for young graduates who want to develop a specialisation or earn a double skill and professionals who want to complement their skills.

This programme is accessible to people with disability.

Apply

1^st step: Application

You need to fill out the application online.

You must include the required documents:

• CV
• Two letters of recommendation
• Marks from your last two academic years
• Level of English*

*If the applicant does not have results from an English exam (B2 level), the recruitment manager can have the applicant take an online test.

The selection jury will decide on an applicant’s admissibility after reviewing their application.

The applications must be finalised no later than ten days before the date of the interview.

 

2^nd stage: Admission tests

Applicants deemed admissible after review of their applications then have a motivation interview.

Definitive admission is announced to each applicant at the end of these two stages and within seven days following the date of the motivation interview.

Calendar

Motivational interviews take place once or twice a month from January to July.

The schedule of admission session dates for the 2023 school year will be published later.

The final admission is communicated to each candidate within 7 days of the date of the motivation interview.

Application fee: 100 €