Master of Science Digital Marketing & E-business

MSc & MBA
Bac +3, Bac +4, Bac +5
September, February
internship, professional training
Bordeaux, Paris, Chambéry, Lyon
French, English, French / English
Home » Programs and Training » Master of Science Digital Marketing & E-business

Qu’il s’agisse d’une agence ou d’un annonceur, les compétences liées au marketing digital sont de plus en plus prisées.
Devenir un expert du marketing digital requiert avant tout un solide background marketing et commercial.

‘Edouard Bourbon’

‘Directeur de programme – campus de Paris ’

La formation MSc Marketing Digital & E-business

Nevertheless, digital marketing jobs are becoming more and more specialized. In order for a brand to gain visibility and notoriety, the “marketer” must demonstrate creativity while knowing how to develop technical skills that will enable him to win over and retain new customers. Companies expect well-trained employees who are aware of the notion of return on investment. By definition, everything becomes more measurable and therefore all marketing actions can be optimized.

The MSc2 Digital Marketing & E-business meets specific market expectations. The emphasis is on expertise in both organic and paid levers. The program aims to train future employees in business techniques while developing a critical mindset about future technological developments.

Edouard Bourbon Program Director – Paris Campus

Un diplôme en 1 ou 2 ans pour devenir un expert en marketing

Holders of a BAC+3 can apply for thefirstyear of the MSc, and holders of a BAC+4 can apply directly for the second year.

This 1 or 2 year course aims to :

  • Define and implement a digital marketing strategy: know the relevance of each lever (organic and paid) and know how to implement them in the context of an acquisition and/or loyalty objective
  • Manage a marketing budget and optimize it according to precise business objectives
  • Manage and coordinate data-driven campaigns based on the collection and use of data
  • Manage a web or mobile project within an agency or an advertiser: know how to collaborate with different business functions in the context of setting up projects or responding to specific marketing issues
  • Mastering reporting methodologies, measuring results and performance in order to optimize them

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The Courses

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.

Les cours de 1ère année

PROFESSIONAL METHODS AND PRACTICES – 1ST YEAR

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.

Ateliers techniques professionnels et Management Personnel

  • 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, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

Conférences Métiers

Presentation of the professions in the sector by professionals.

CROSS-CUTTING AND FUNDAMENTAL COURSES

Gestion budgétaire et Tableaux de Bord

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 et Création d’entreprise

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.

Stratégie d’entreprise

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

Négociation

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.

Anglais

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

Informatique de Gestion

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.

SPECIALIZED COURSES

Marketing digital

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.

Communication digitale

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).

Environnement juridique du 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.

Maîtrise des logiciels PAO

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.

Les cours de 2ème année

PROFESSIONAL METHODS AND PRACTICES – 2ND YEAR

Business game

Ateliers techniques professionnels et management personnel

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, digitization of the CV and job search techniques at national and international level, preparation for the defence of the applied research thesis.

LinkedIn workshops.

Outils de gestion informatisée

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

Conférences métiers

Presentation of the professions in the sector by professionals.

DIGITAL MARKETING

Psychologie et comportement du consommateur

Knowing how to analyse the behaviour of the consumer, the internet user, the mobile user, the ubinaut. Implement a sales and communication strategy offline and online. To know the current consumer trends in order to define the marketing targets. Know the influences of groups (tribes, brand communities, fans). Mastering qualitative studies (individual interviews, focus groups, ethnography and netnography) in order to set up an efficient marketing and sales strategy.

Stratégies marketing et commerciales appliquées au e-business

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, traffic tracking and analysis. Brand management on the Internet.

Contrôle budgétaire

Budget management: setting up and managing commercial budgets.

Commercial cost management: analysis and statistical reorientation.

Analysis of variances associated with commercial responsibility: monitoring of margin and sales reports. Product profitability study: simple direct costing, advanced, margin.

Droit et nouvelles 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 issues related to computer security.

Stratégie multicanal et crosscanal

Knowledge and acquisition of single and/or multi-channel customers. Develop the capacity to develop, lead and integrate the offer in a multi-channel context.

Paiement et sécurité internet

Knowledge of data security and encryption methods. Presentation of online payment solutions (banking platforms, independent platforms), payment certification methods. Management of user profiles, databases, traceability of actions taken. Knowledge of the different security certificate formats that can be used on the Internet.

Communication digitale

Understand the specificities of digital communication, in particular the challenges of e-reputation on social networks. Know the principles and methodologies of “growth hacking” to recruit users to your interface. Know how to apply good storytelling practices to enrich the image of your brand and increase its attractiveness.

USER INTERFACE DESIGN

Design de l’expérience utilisateur

To know the main phases of the design of a website.

Elaboration of specifications; management and adaptation of contents; naming convention and tree structure; choice of technologies (Flash, php/MySQL…). Definition of the graphic charter, construction of an efficient ergonomics, tests and validation. Mastery of Photoshop, Illustrator, Fireworks and Dreamweaver. Design of briefs and management of web agencies and IS providers. Design and testing of online catalogues.

Maquettage et prototypage

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.

Développement et intégration

Knowledge of technological advances, new uses and new needs from a mobile perspective.

Mastering m-commerce strategies and practices; building relevant mobile websites and mobile applications; mobile promotion and advertising; geolocation; mobile payment; NFC; QR codes/Flash codes; augmented reality.

TRAFFIC ACQUISITION AND COMMUNICATION

Communication online

Define the role of the Internet in the communication strategy.

Internet as a media, commercial space, advertising medium and relational marketing tool. Identification of the players in the web advertising market. The e-shopper: behaviour and motivation. Online promotion and events, e-mailing, sponsored links, online advertising, affiliation, partnerships, viral marketing.

Managing interactive communication: referencing, content management, measurement tools. Creation and administration of campaign (banner, skyscraper…).

Ergonomics: graphic design, technique, functionalities, navigation, accessibility, content…

Référencement sur les moteurs de recherche

Every media has its rules. It is therefore important to identify the major players on the web. To apply a

Diagnose the visibility of a company on the web. Define the referencing objectives.

Implement an efficient SEO strategy (SEO, SEM and natural referencing) and evaluate the benefits in terms of traffic on the site. Knowledge of retargeting.

Marketing opérationnel et stratégies de fidélisation

Knowing the techniques of direct marketing and loyalty building: e- mailing, newsletter, trigger marketing, call center, gaming, mobile marketing (SMS, MMS, Web, Mobile).

Campaign management: implementation and development of a database, processing and analysis of the database. Setting up and measuring ROI and KPIs. To know and know how to develop the management of the offline and online customer relationship.

To animate and develop audience loyalty through the implementation and distribution of targeted messages and content according to previously defined segments.

Buzz marketing et communication de crise

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 the media used by using practical and real company cases.

Production de contenu multimédia et transmédia

Understand media and transmedia strategies. Development of brand content.

Master the workings and techniques in the field of videocasts, podcasts and multimedia production (discovery of the tools Adobe Première, After Effects, Flash…).

Understand new communication trends through transmedia storytelling and ARGs.

LOYALTY POLICIES AND COMMUNITY ANIMATION

Community management

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

Statistiques décisionnelles et datamining

Presentation of datamining techniques. Know how to set up a datamining study, explore and analyze commercial and geo-demographic data. Presentation of statistical and datamining software. Implementation of marketing action plans; definition of objectives and KPIs; impact and ROI measurements; optimization of action plans.

Web analytics et trafic management

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. Campaign plan.

Development and animation of the paper catalogue. Design and marketing of digital catalogues. Customization systems. Dual distribution, communication and integrated sales promotion. Multi-channel cultures and organization. Transposition and adaptation of merchandising techniques to the web.


2 start dates per year and varying study rhythms

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 professionalization/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

Job opportunities after a MSc 2 Digital Marketing & E-business

  • Traffic manager
  • Community Manager
  • Digital Project Manager
  • Editorial Content Manager
  • Web or mobile project manager / Web or mobile project manager
  • SEO, SMA, SEA or E-business consultant
  • Marketing Manager / Chargé(e)
  • Communication Manager / Officer

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

This program delivers the title of “Manager of Communication and Digital Marketing” of level 7 – former level 1 – registered in the RNCP (National Directory of Professional Certifications) under the code NSF 320.

The certification is obtained by capitalisation of all the blocks of skills.

For more details, please consult the online repository: https: //www.francecompetences.fr/recherche/rncp/34577/

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.

What are the tuition fees for the course?

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/VAP :

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

International package: Mandatory fee of €490 for support services exclusive to international students.

What kind of financial aid is available?

INSEEC offers several financial aid schemes:

Key figures of the MSc Digital Marketing & E-business course

77%

Overall satisfaction with the course – Class of 2019

100%

Success Rate – Class of 2019

81%

Employability Rate – Class of 2019

Disability

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 : Anne-Sophie SCHENKELS – asschenkels@inseec.com
Lyon : Mylène BESTOSO – mbestoso@inseec.com
Paris : Priscila SELVA – pselva@inseec.com
Chambéry : Géraldine RIVAL – grival@inseec.com

Actualités

Updated 10 May 2022