Master of Science Digital Communication & Social Media

Group of students who question which training to choose within INSEEC
Bachelor degree or higher
September, February
Initial training, Apprenticeship
Bordeaux, Paris, Chambéry, Lyon
Home » Programs and Training » Master of Science Digital Communication & Social Media

This MSc aims to train future agile employees, concerned with developing their employability in the digital communication professions which are evolving very quickly. Particular emphasis is placed on social media expertise, whether organic or paid. 

Edouard Bourbon

Programme Director – Paris Campus 

The MSc Digital Communication and Social Media programme

“The e-reputation is now a key axis in terms of image strategy but also in terms of customer acquisition and loyalty strategy. Through the power of recommendation or nuisance on social platforms, “socionauts” now have a growing role in online prescription in the purchasing process.

In other words, a poorly controlled e-reputation can have a significant impact on the image and turnover of a company. Whether it’s an agency or an advertiser, skills related to the management of social media platforms are increasingly in demand.

The program responds to the e-reputation issues that companies are facing.

INSEEC MSc is designed to train future employees who are agile and eager to develop their employability in the rapidly evolving digital communication industry. The focus is on social media expertise, whether organic or paid.

This program aims to increase the skills of future marketing professionals in their web marketing culture but also in the hyper-specialized mastery of the social media lever used for visibility, image, acquisition and customer loyalty.

The MSc Digital Communication & Social Media aims to train future employees in business techniques while developing a critical mindset about future technological developments.”

Edouard Bourbon Programme Director – Paris Campus

Students viewing a laptop screen on a rooftop

A diploma in 1 or 2 years to become an expert in e-reputation and social networks

Holders of a 3-year bachelor degree can apply for the first year of the MSc, and holders of a 4-year bachelor degree can apply directly for the second year of the MSc.

This 1 or 2 year course aims to :

  • Define and implement a digital marketing/communication strategy: know the relevance of each lever (organic and paid) and know how to set up an SMO marketing strategy
  • Manage a marketing budget and optimize it according to precise business objectives
  • Manage and coordinate data driven digital communication campaigns focused on e-reputation, data collection and exploitation
  • Manage a digital communication project within an agency or an advertiser: know how to collaborate with different business functions in the context of the implementation of specific marketing/communication actions
  • Mastering reporting methodologies, measuring results and performance in order to optimize them

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The courses listed below are examples only and may vary slightly depending on the campus. The content of the courses is adapted each year to market developments and is updated before the start of each new school year.

First year courses


Business Game

The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.

Workshops on professional techniques and personal development

  • CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.
  • Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS).
  • Skills assessment, coaching, digitalisation of the CV and job search techniques at national and international level, preparation for the oral presentation of the applied research thesis.

Business Conferences

Presentation of the professions in the sector by professionals.


Budget management and financial dashboards

The objective is to acquire key skills in terms of budget management and reporting. The focus will be on budget architecture, with the implementation of summary documents, project management control and its link with budget management, and the creation and steering of performance indicators.

Business Plan and Business Creation

The objective of this module is to learn how to draw up a business plan: Designing a costed project for the creation or development of a company.

Several steps are covered: feasibility study, market targeting, opportunities and risks, strengths and weaknesses, communication, financing plan and profitability.

Corporate strategies

A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify opportunities and threats in the environment is presented.


This seminar focuses on a negotiation in a national and international context.

In particular, it will be necessary to take into account the cultural dimension and define its impact in an international negotiation. The national negotiation will focus on the sales process through role playing.


To perfect English language comprehension and communication skills in a wider context than just business English. Students are required to take the TOEIC test.

Business software

This module aims to deepen students’ skills in IT to meet the needs of companies in terms of budgetary or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, teamwork tools, business software.

It aims to be efficient with office automation tools, identify and correct errors quickly, customize existing tools or create your own tools.

Business game

The business game is played using a business simulator. Groups of students are responsible for running a business in real time. All major business functions are covered. Students will make decisions to maximize the profitability of the business.

Business Skills

What makes a successful business person?

Internal and external communication skill; managing your priorities and deadlines; organization and time management skills; how to be a great listener, writer and speaker; effective sales techniques; effective group dynamics and project management skills; understanding international business culture.


Digital Marketing

Through case studies, this module aims to master the tools of marketing and communication on the Internet, mainly by addressing :

– The latest trends in e-commerce (m-commerce / f-commerce …).

– The integration of Web 2.0 in marketing strategies.

– Presentation and mastery of Web analytics tools.

– Development of a marketing and sales strategy on the various social media.

Digital communication

Define and implement a digital communication strategy to optimize interactions between different channels (advertising, blog, advert gaming, social networks, content sharing…).

Implementing digital solutions that are integrated into global communication and generate value.

Marketing engineering

– Statistics applied to marketing (mastery of specialized software – MEXL).

– Collection, processing and analysis of databases.

– Mastery of panels (user panels and distributor panels).

– Application of the McKinsey and BCG matrices…

Web analytics

Overview of website creation solutions (CMS, PHP development, WYSIWYG tools…).

Presentation of the different analysis tools, of the frequentation of a website, main indicators: origins, conversion rate, time spent…

Social media strategy

Knowledge and mastery of the main social media, uses and best practices by companies. Presentation of the different analysis and monitoring tools, adaptation of the message to the company’s strategy (positioning, targeting, key performance indicators and evaluation).

Legal environment of e-commerce

To know the position of the company in the legal environment.

To know the legal constraints governing online trade and more broadly business on the Internet.

Mastery of DTP software

Introduction to advertising design.

Understanding of the constraints of the various participants in the graphic chain.

Learn the fundamentals of Photoshop and Illustrator to produce advertising content.

Application on real projects and case studies.

Second year courses


Business game

Workshops on professional techniques and personal development

CV writing, recruitment interview techniques for the search for an internship, professional project management, team management and meeting management.

Negotiation techniques, transactional analysis and NLP, speaking and stage fright management, management and leadership techniques (PRADITUS)

Skills assessment, coaching, digitalisation of the CV and job search techniques at national and international level, preparation for the oral presentation of the applied research thesis.

LinkedIn workshops.

Business software

Software (Excel, Word, VBA, professional software).

Business conferences

Presentation of the professions in the sector by professionals.


Webmarketing : challenges and prospects

A set of techniques used to promote products and services using a digital media or communication channel. Highly targeted and interactive, this approach requires significant technical know-how and constant updating of the lessons taught. The new SoLoMo (Social, Local, Mobile) trend alone sums up the knowledge that must be mastered in this area. Understand the different strategies of the company in order to carry out coherent and efficient online marketing and communication plans. Management and development of customer relations on the Internet, tracking and analysis of web traffic.

What will Web 3.0 look like? Often summed up in mobile technologies alone, it would not be what experts predict if users did not expose themselves to good practices. The objective of this module is to highlight the upcoming developments in the field of web marketing and to give the necessary keys to ensure the transition to the 3rd generation Internet.

Rights and new technologies

The law associated with electronic mail, cyber distribution or the law related to e-traders. Consumer protection, legal management of databases, trademark law and computer security issues.

Web analytics

This module deals with the issues surrounding the audience of a website (also known as Web Analytics), which allows you to quantify the number of visitors to a site based on indicators such as the number of unique visitors, page views, visits, average duration of visits, etc.

Practice of monitoring and data analysis tools

An effective community manager is constantly on the lookout. There are specific tools for monitoring social networks that should be mastered in order to be able to react to the right extent as soon as possible. Monitoring tools are often data collection tools that the student must know how to interpret and analyze in order to optimize the company’s digital communication.

SEO policy

Communicating on the web is not an end in itself. Reaching your target audience remains the priority of a website. This requires an effective referencing policy. This module integrates the natural referencing solutions, presented by an essential reference of the sector, and paid referencing, which a Google consultant presents to the students.


Mastery of new media

This module aims to teach techniques for producing communication materials adapted to new media (YouTube, Dailymotion, Flickr, Pinterest).

It is completed by modules that allow to optimize the audience and thus guarantee that a company reaches its target.

Online communication and graphic design

Identification of the players in the web advertising market. The e-shopper: behaviour and motivation. Ergonomics: graphic design, technical features, navigation, accessibility, content… Online promotion and events, e-mailing, sponsored links, online advertising, affiliation, partnerships, viral marketing.

Practice of Adobe Photoshop, Illustrator, Fireworks, Flash.

Buzz marketing and crisis communication

Assimilated to viral marketing when it is voluntary, buzz requires a control of the content (advertising or communication message). When it is suffered by the company (bad buzz), it is necessary to master the various media that allow for appropriate communication.

This module allows to understand the phenomenon of interdependence of online media by using practical and real company cases.

E-project management

Pure-players are known for their successes but also for their failures. The objective of this module is to give students the knowledge necessary to manage large-scale projects on the web: monitoring tools, planning and operational follow-up. Plan and control the project deliverables (deliverables, deadline, cost, human and technical resources mobilized…).

Web design and scripting

Understanding the issues surrounding web development (Dreamweaver, PHP, MySQL, Joomla, WordPress) allows you to choose the most appropriate tools.

This module allows the student to master the challenges that new development technologies offer and to understand the interest of linked databases for companies.

Interface ergonomics

Based on tests with the target clientele, define the scenarios of the desired user experience according to the media, in order to write a specification detailing the customer journey and the functionalities to be implemented in order to be the most consistent with the defined positioning and the desired user experience.

Mobile application design

Mobile devices have become part of consumers’ daily lives. This module provides an understanding of the principles of mobile application creation and their implications in corporate communication strategies.


Community management

This module aims to teach community management techniques: identification of networks of influence, best practices and uses of the main actors. Through the testimony of community managers, this module aims to present to the student the daily practices allowing the best management of the e-reputation of a company.

Uses and practices of social networks

Every media has its rules. It is therefore important to identify the major players on the web. To apply a social media strategy, the student needs to understand the uses and specificities of each network. Finally, the emergence of new services must lead to a permanent monitoring of their evolution and their functioning.

Forums and blogs

Forums and blogs are not the most modern tools of communication. But they remain places where consumers can express themselves. It is therefore important to understand the uses and communication methods used with these tools. The actors intervening on these media are identified as web influencers. It is therefore important to integrate them into the company’s digital communication strategy.

E-reputation and personal branding

This module serves two purposes: it aims to train students in the day-to-day issues surrounding e-reputation. What message should be conveyed? Is it consistent with the company’s strategy? What media to use? What is the best response to bad buzz? It also aims to allow the student to build his own image. Effective personal branding is the best testimony of one’s competence in managing the company’s e-reputation.

Social gaming

One technique for engaging the community is to encourage them to participate in a game. The objective of this module is to identify the levers around a social game. A simulation will allow them to identify the issues and solutions to federate a community and thus capture information.

Professional social networks

Professional social networks (LinkedIn, Viadeo, Xing…) are becoming part of the HR practices of companies. The integration of these issues into strategies requires a real mastery of the specificities of these tools. This module, presented by speakers who are experienced in these different networks, helps to optimize their use.

2 intakes per year and various rhythms of studies

There are two openings per year, in February/March and September/October. To check the opening of each intake, contact the admissions department directly.

The pace of the course may differ from campus to campus and depending on whether the course is carried out under an internship agreement (initial) or a professionalisation/apprenticeship contract (continuing).

The work-study contract must be signed for a period of 12 months (MSc 2), 24 months (MSc1 + MSc 2) or 18 months for the staggered start of March (continuation of studies in MSc2).

Student INSEEC Director of Health Establishments

Career opportunities after an MSc Digital Communication and Social Media

  • Social Media Manager
  • Community Manager
  • Communication Officer
  • Communication Manager
  • Social Media Consultant
  • Project Manager
  • Web Editor

What business skills are developed?

  • Define the communication and digital marketing strategy
  • Implement communication and digital marketing actions
  • Coordinate relations with service providers and partners
  • Managing a communications team

Professional certification of “Manager of Communication and Digital Marketing” , NSF code 320, delivered by INSEEC (INSEEC EXECUTIVE EDUCATION, CEERA, CEESO, MBA INSTITUTE and CEFAS), registered under the number 35441 in the NCPR (National Directory of Professional Qualifications) by decision of France Compétences of October 14, 2020.

The certification is issued by capitalisation of the totality of the blocks of competences. Each competency of a block must be validated to validate the block of competencies. Partial validation of a block is not possible.

Find the blocks of competences associated with this RNCP title by clicking here .


This certification is accessible through the Validation of Acquired Experience.

The Validation of Acquired Experience (VAE) – INSEEC

What are the teaching methods?

Teaching methods

  • Lectures and interactive courses
  • Situational exercises through collective or individual case studies carried out by the students
  • Conferences, seminars and educational visits

Evaluation methods

  • Individual or group case studies
  • Individual and group oral presentations
  • Individual and group files

Methods and tools

  • The evaluation methods are face-to-face, in the form of continuous assessment or final exams in the form of mid-term exams.


The OMNES Education Group pays particular attention to the societal environment, including the disability dimension. Indeed, we believe that students with disabilities should not have any problems in pursuing their studies and starting a professional career. We accompany them to facilitate their access to the premises, offer them personalized advice as well as adapted accommodations throughout their school career.

Accessibility of premises: all our campuses are accessible to people with disabilities.

To learn more about the OMNES Education Group’s disability policy, click here.

Contacts for disability referents by campus:
Bordeaux : Maxime DOUENS –
Lyon : Anissa GASMI –
Paris : Priscila SELVA –
Chambéry : Clément BERTACCO –

What is the 2022/2023 tuition to enter the program?

Initial training:

  • Entry in MSc1 : 9 550 €.
  • Entry in MSc 2 after M1: 10 050 €.
  • Direct entry in MSc2 : 11 450 €.

Continuing education (sandwich course) :

  • Training 24 months : 20 800 € HT
  • Direct entry in MSc2 : 11 950 € HT


  • VAE : 4 200 € HT
  • VAP : 850 € HT

International Student Pack: Mandatory fee of 490€ for exclusive support services for international students.

What kind of financial aid is available?

INSEEC offers several financial aid schemes:

key numbers of the <strong>MSc  DIGITAL COMMUNICATION & Social Media</strong>


Overall satisfaction rate with training – Class of 2020


Success rate – Class of 2019


Employability rate – Class of 2019


Updated 10 June 2024