Master of Science Digital Marketing & E-Commerce

Perfect comprehension and communication techniques in the English language in a communication context.

The objective is to acquire key skills in terms of budget management and reporting. Particular emphasis will be placed on the budget architecture, with the implementation of summary documents, project management control and its link with budget management, the production and management of dashboards. 

This module aims to deepen the skills of learners in IT to meet the demand of companies in terms of budget or commercial monitoring, project management, personnel management and communication: Excel, Word, PowerPoint, team work tools, business software.  It aims to be efficient with office tools, quickly identify and correct errors, customize existing tools or create your own tools. 

This module allows learners to improve their CV and their posture, notably through simulations (business game, professional simulation, speaking, etc.); practical and professionalizing workshops (CV, professional social networks, coaching, etc.) as well as professional and master class conferences. 

This module allows you to develop the concepts and practice around business strategy. The elements of the business plan are addressed and allow to project into business creation.

• Define and implement a digital communication strategy to optimize interactions between different channels (advertising, blog, advertgaming, social networks, content sharing, etc.).
• Implementation of digital solutions integrated into global communication, and generating value.

• Address the fundamentals of data manipulation and generative artificial intelligence.
• Explore the power of Google Sheets to organize, analyze and visualize data, while integrating no-code tools to automate processes.
• Particular attention is paid to prompt engineering, in order to create effective interactions with AI systems.
• This course is aimed at both beginners and those wishing to deepen their skills, providing them with the necessary tools to optimize their workflow through AI.

• The “Customer Relations Management” (CRM) module trains learners to design and implement effective customer relationship management strategies.
• Participants will learn how to analyze customer data, segment markets, personalize interactions, build customer loyalty and measure customer satisfaction.
• They will study CRM tools, relationship marketing techniques and communication strategies adapted to each stage of the customer journey.
• Particular attention will be paid to ethics and personal data protection.
• At the end of this module, students will be able to develop innovative CRM strategies adapted to the specific challenges of each company.

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

• The latest trends in e-commerce (m-commerce / f-commerce…). 
• The integration of Web 2.0 into marketing strategies. 
• Presentation and mastery of Web analytics tools. 
• Development of a marketing and commercial strategy on the different social media. 

This module aims to give students an overview of e-commerce. It is about introducing them to the challenges of online sales, to take a look at the specificities of an e-commerce site, its content and animation. 

• Know the positioning of the company in the legal environment. 
• Know the legal constraints governing online commerce, and more broadly business on the internet. 

• This course explores the close links between market analysis and product development.
• It addresses market research methods to understand consumer needs and expectations, as well as techniques for designing and launching new products or services.
• Learners will see how to identify market opportunities, define product positioning, develop a marketing plan and measure launch success.
• They will also be made aware of the challenges of innovation, social and environmental responsibility, and ethics in product development.

• The introductory course on digital transformation aims to familiarize learners with the issues and challenges of the digital transformation of organizations.
• Participants will discover key concepts, emerging technologies (AI, IoT, Big Data, etc.) and implementation methodologies.
• They will study the impact of digital transformation on business models, business processes, customer experience and corporate culture.
• Particular attention will be given to the strategic, organizational and human aspects of digital transformation.
• At the end of this module, learners will be able to understand the challenges of digital transformation and contribute to its implementation within an organization.

• This module aims to raise the student’s awareness of the universe of interactive professions.
• The central objective is to allow the student to assimilate the different phases implemented in the production process of an interactive medium and more specifically the websites.

• Introduction to advertising creation. 
• Understanding of the constraints of the different stakeholders in the graphics chain. 
• Learning the fundamentals of Photoshop and Illustrator to produce advertising content. 
• Implementation on real projects and case studies. 

• The advent of social networks has shaken the reputation of companies, brands, products or services.
• Influencers have become the new brand ambassadors, but are they the only ones who have power over it?
• How to identify the actors and places where people talk about you?
• What actions should be taken to build awareness in line with your brand platform?
• Attracting your prospects to a company and turning them into customers, isn’t that the holy grail of any marketer?
• Digital brings many technological solutions that rely on a content strategy to make it a reality.
• We will develop in this course the creation of an Inbound Marketing strategy within his company to achieve this goal.

• Presentation of the different existing SEO policies and their challenges; 
• The key steps to build an SEA strategy adapted to an advertiser; 
• The key steps to build an SEO strategy adapted to an advertiser. 

• Overview of website creation solutions (CMS, PHP development, WYSIWYG tools…). 
• Presentation of the different tools for analyzing website traffic, main indicators: origins, conversion rate, time spent…

• Allow learners to know the expectations of the applied research thesis.
• Formulate an issue, build a review of the literature, choose the methodology of the study, issue recommendations.

• Knowledge and acquisition of a single and/or multi-channel clientele.
• Develop the development, animation and integration capabilities of the offer in a multichannel context.

• The right associated with email, cyber distribution or the right related to e-merchants.
• Consumer protection;
• The legal management of the DBDs;
• Trademark law, and issues related to computer security. 

• Know the different aspects of digital advertising.
• Build your advertising communication strategy step by step.
• Set up, evaluate and optimize the ROI of a campaign.

• The “Customer Relationship Management” (CRM) module trains learners to design and implement effective customer relationship management strategies.
• Participants will learn how to analyze customer data, segment markets, personalize interactions, build customer loyalty and measure customer satisfaction.
• They will study CRM tools, relationship marketing techniques and communication strategies adapted to each stage of the customer journey.
• Particular attention will be paid to ethics and personal data protection.
• At the end of this module, learners will be able to develop innovative CRM strategies adapted to the specific challenges of each company.

• Understanding of the phases and various aspects of email sending management, understanding and mastering of different sending techniques as well as their recent developments.
• The ability to optimally manage deliverability as well as the analysis of campaign performance statistics.

• Understand how sponsored links and Google Ads work.
• Set up a campaign with Google Ads.
• Manage a campaign and track performance.

The objective of this module is to give the keys to understanding the challenges of SEO (Search Engine Optimization). Managing your online presence becomes a real lever for communication and growth of the company. 

• Master the specificities of digital marketing ROI.
• Establish a diagnosis of the strategy.
• Measuring the impact of campaigns.

• Raise awareness among students about the transmedia storytelling approach and the impact of new technologies on our media consumption and brand communication.
• Teach them the basics of brand storytelling.
• Introduce them to virtual reality, augmented or mixed reality.

• Know the techniques of community management:
• Identification of networks of influence, good practices and uses of the main actors.
• Optimize brand awareness and its e-reputation through controlled and optimized communication on social networks.

• Be able to help marketing professionals leverage the power of code-free tools to automate and optimize their strategies.
• Using platforms like Make and Airtable, learn how to connect different applications to create custom workflows and efficiently manage databases tailored to their needs.
• Develop skills in data structuring and analysis, while discovering how code-free automation can accelerate marketing decision making and improve project management without requiring programming knowledge.

• Knowledge and understanding of the affiliation market.
• Knowledge of the levers used.
• Know how to integrate an affiliation strategy into your web acquisition mix.

• This module allows learners to improve their resume and their posture through, in particular, role-playing exercises (business games, professional simulations, speaking sessions, etc.);
• Practical and professionalizing workshops (CV, professional social networks, coaching, etc.) as well as career conferences and master classes.

• Understand the steps involved in carrying out an educational project, the stakeholders and their role.
• Know how to identify the target users and their needs.
• Define paths and key conversion levers.
• Illustrate and present the functional biases.

• Allow students to acquire basic skills in Photoshop and Illustrator software in order to meet the requirements of companies during their internship.
• Know how to use the appropriate software(s) according to the request.
• Discover industry standard tools and specific project deliverables in the UI.
• Understand the definition and principles of UI/UX design in order to design with intent.

• The module of “Agile Methods and Innovation” explores agile approaches to manage innovative projects.
• Learners will see how to apply agile principles such as Scrum and Kanban to optimize product and service development.
• They will study agile project management tools, creativity techniques and problem solving methods to foster innovation.
• Particular attention will be paid to team collaboration, adaptation to change and customer satisfaction.
• At the end of this module, learners will be able to manage innovative projects in an agile and efficient manner.

• The course of “Design and Development of an Ecommerce Site” trains learners to create effective online sales platforms.
• Participants will learn how to design the architecture of an e-commerce site, develop essential functionalities (product management, shopping cart, online payment, etc.) and optimize the user experience. They will study web technologies (HTML, CSS, JavaScript, PHP, etc.), content management systems (CMS) and existing ecommerce platforms.
• Particular attention will be paid to natural referencing (SEO), security and sales data analysis.
• At the end of this module, learners will be able to create and manage a complete and efficient e-commerce site.

• This module addresses the issues surrounding the audience of a website (also called Web Analytics) allowing to quantify the attendance of a site based on indicators such as the number of unique visitors, pages viewed, visits, average duration of visits, etc.
• Campaign plan.
• Development and animation of the paper catalog.
• Design and marketing of digital catalogs.
• Customization systems.
• Dual distribution, communication and integrated sales promotion.
• Multichannel cultures and organization.
• Transposition and adaptation of merchandising techniques to the web.

• The module “Software dedicated to the production of commercial sites” trains learners to master the tools and technologies to create efficient e-commerce sites.
• The participants will study the different types of software (CMS, e-commerce platforms, open source solutions, etc.), their functionalities (product management, orders, payments, etc.) and their specificities (scalability, security, customization, etc.).
• They will learn to choose the solutions adapted to the needs of each project, to configure them, to customize them and to integrate them with other tools (CRM, ERP, marketing automation, etc.).
• Particular attention will be paid to the technical, ergonomic and marketing aspects of merchant sites.
• At the end of this module, learners will be able to design, develop and manage professional e-commerce sites.

• Written exams
• Thesis defense