Mastère Spécialisé (MS) Marketing & Data Analytics

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.

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).

The skills blocks of the certification may not be acquired separately. The proposed curriculum covers all skills blocks.

Capstone Project

The Capstone project is an integrative and immersive experience that enables students to apply, in a cross-functional way, the knowledge gained in data science, machine learning, and predictive marketing to a real-world challenge. Working in teams, students address an actual marketing or business issue, leveraging the entire data value chain: data collection, modeling, analysis, interpretation of results, and strategic recommendations. Developed each year in collaboration with partner companies such as Amazon Web Services, Numberly, TF1, and Club Med, among others, the project places students in front of real business challenges and promotes the operational implementation of the skills they have acquired.

Hackathon Gen AI et Data-driven Marketing

The hackathon offers students an intensive and hands-on learning experience designed to develop their talents in generative AI and problem-solving within a collaborative and competitive environment. Organised in partnership with a company each year, the generative AI and data-driven marketing hackathon provides an immersive experience focused on solving real-world challenges based on advanced data exploitation. Students leverage advanced analytical methods and generative AI technologies—including large language models (LLMs), data engineering and large-scale data processing, as well as predictive modelling—to design innovative, decision-oriented and customer-centric marketing concepts and solutions. Each team presents its work before a jury composed of experts and company representatives.

Data Tour, Escape Game and Immersive Simulation with Dataiku

The Specialised Master’s in Marketing & Data Analytics relies on innovative learning formats that allow students to fully embrace their passion for innovation and to explore, in a concrete way, the world of data, AI, and the technologies transforming businesses. Through a Data Tour, students take part in a series of company visits (data labs and factories, AI startups, and tech players) and meet industry professionals. In partnership with technology providers such as Amazon Web Services, Dataiku, and Microsoft (Azure AI/ML), students also engage in simulations within real technological environments and participate in interactive formats such as escape games. These experiences foster experimentation, creativity, and a deeper understanding of the strategic challenges related to data and AI.

Conferences & Tech Talks

Scheduled throughout the course and in relation to the modules taught, lectures are given by a panel of guest experts on topics such as data governance, new data professions, digital humanities, technological sobriety, computer vision and marketing, cybersecurity, programmatic marketing and robotics, video gaming and datafication, sport tech,...

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.

Based on a business problem, the thesis marks the end of the programme with a practical application of the acquired skills and concepts. An academic tutor supervises the thesis over several stages and points (methodology, progress report, etc.) before its final submission and oral defence.

*As part of the MSc preparation, the professional thesis is replaced with a professional dissertation.

Monitoring procedures

The academic director of the programme ensures the quality and consistency of the programme. Work-study students are monitored by an educational tutor appointed within two months following the signing of the contract, responsible for contacts, appointments and assessment reviews within the company. 

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 tutor

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.

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• Percentage of students sitting final examinations*: 99%
• Graduation rate*: 98%

Source: ^*2023-2024 and 2024-2025 Juries

• Percentage of students sitting final examinations*: 100%
• Graduation rate*: 100%

Source: *2023-2024 and 2024-2025 Juries