Mastère Spécialisé (MS) Marketing & 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 programme (Qualification on the RNCP sheet n°36530) 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 Data Science and Machine Learning

Through the partnership with Dataiku and other key players in Big Data, the students of the Specialised Masters in Marketing & Data Analytics benefit each year from a series of didactic and gamified activities such as escape games or immersive simulations based on technology, creativity, artificial intelligence and the challenges of acculturation to data…

Escape game, immersive simulations and themed conferences

Thanks to the numerous programme collaborations and partnerships, each year students benefit from a series of educational and gamified activities such as escape games or immersive simulations based on tech, creativity, artificial intelligence and data literacy issues. Similarly, themed conferences led by a panel of invited experts on current topics such as data governance, sobriety in tech, cybersecurity and robotics are regularly scheduled throughout the course and linked to the course material.

Adapted programme for high-level athletes and artists

High-level athletes and artists may benefit from an adapted programme in order to pursue both their studies and their passion.

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.

Targeted professions

• Data Analyst
• Big Data / Digital Transformation Consultant
• CRM / BI Project Manager, Chief Data Officer
• Data and AI Product Manager
• Data Marketing & Analytics Manager
• Business Analyst, Analytics and Performance Manager…

Our students positioned in companies

Students from the class of 2023 have professionalisation contracts in companies such as:

BEL – CONVERTEO – EURODISNEY ASSOCIES – FNAC DARTY – HACHETTE LIVRE- LVMH – MERCEDES BENZ – SHOWROOMPRIVE.COM – WEFIGHT – YDATA

Performance indicators

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.

*apart from internship and work/study contract

Nationals of the European Community as well as international students aged under 25 years old and who have been residing in France for at least 12 months are eligible for this programme.

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 10 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 communicated to each candidate within 7 days of the date of the motivation interview. Application fee: 100 €

Calendar

Motivational interviews take place once or twice a month from January to September. The schedule of admission session dates for the 2023 school year is the following :

• Tuesday, May 30th 2023
• Monday, June 12th 2023
• Thursday, June 22nd 2023
• Thursday, July 6th 2023