“The Data Analytics & Manager Marketing programme is aimed at students who have validated a Bac+4/5 with bases in marketing, database management, engineers or professionals in retraining, wishing to participate in the digital transition of a company in all sectors of activity (energy, transport, banking, trade, security, defence, etc.).”
Programme director – INSEEC MSc Lyon
Why choose MSc Data Analytics & Marketing Manager?
Data processing is gradually becoming a priority for companies and new professions are emerging. The Data Analytics & Marketing Manager training is aimed at learners who have passed a Bac +4 with bases in marketing, statistics and database management, engineers or professionals in reconversion, wishing to participate in the digital transition of a company in all sectors of activity (energy, transport, banking, commerce, security, defence, etc.) In the current context of developments related to data exploitation, the Data Manager improves the efficiency of decision-making and makes the entire value chain more efficient. At the marketing level in particular, he masters the different types of consumers, segmentation and scoring methods in order to improve customer knowledge. It issues recommendations to refine the strategy and operational implementation. The MSc Data Analytics & Marketing Manager targets the positions of Marketing & Research Manager, Consumer Insight Manager, Market Insight Manager, Data Manager, Marketing Data Officer, Consumer & Shopper Insight Manager, Consumer & Shopper Knowledge Manager, Consumer Intelligence Manager.
Program Objectives
- Define the digital communication and marketing strategy;
- Implement communication and digital marketing actions;
- Coordinate relationships with service providers and partners;
- Manage a communication team.
Discover our MSc Data Analytics & Marketing Manager
![](https://www.inseec.com/wp-content/uploads/sites/6/2021/12/Shooting-etudiants-INSEEC-Coeur-Defense-1-2.jpg?resize=1024,683)
A 1 or 2 year degree to become a data expert
- 1st year of MSc: 441 hours
- 2nd year of MSc: 441 hours
How to apply for the MSc Data Analytics & Marketing Manager at INSEEC?
The prerequisites requested
The conditions for accessing the certification system (excluding VAE) are:
- For entry into the 4th year (MSc1): a RNCP degree at level 6 and/or 180 ECTS validated in a course equivalent to the field concerned.
- For entry into the 5th year (MSc2): a RNCP degree at level 6 and/or 240 ECTS acquired in a course equivalent to the field concerned.
Want to learn more about the MSc Data Analytics & Marketing Manager program? Sign up for an Information Meeting!
Would you like to know more about the admissions requirements of our Data Analytics & Marketing Manager training?
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.
1st year courses
TRANSVERSAL & FUNDAMENTAL COURSES – 1ST YEAR
BUSINESS ENGLISH
Perfect comprehension and communication techniques in English in a broader context than the field of commercial English. Learners may be required to take the TOEIC depending on the host campus.
BUDGET MANAGEMENT & DASHBOARDS
The aim is to acquire the 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, implementation and steering of dashboards.
SOFTWARE & TOOLS FOR DECISION SUPPORT
This module aims to deepen the skills of learners in computer science to meet the demand of companies for budget or commercial monitoring, project management, personnel management and communication: Excel, Word, Powerpoint, team tools, business software. It aims to be efficient on office tools, quickly identify and correct errors, customize existing tools or create your own tools.
NEGOTIATION
This seminar focuses on negotiation in a national and international context. In particular, the cultural dimension must be taken into account and its impact defined in an international negotiation. National negotiation will focus on the sales process through role play.
PROFESSIONAL TOOLS & METHODS
This module allows learners to improve their CV and posture through situations (business game, professional simulation, speaking, etc.); practical and professional workshops (CV, professional social networks, coaching, etc.) as well as business and master class conferences.
BUSINESS STRATEGY & BUSINESS PLAN
A precise methodology for analyzing customer needs, market structure and competitor dynamics to identify opportunities and threats in the environment is presented.
SPECIALIZED COURSES
DIGITAL MARKETING
Through case studies, this module aims to master the tools specific to Internet marketing and communication, addressing mainly:
- The latest trends in e-commerce (m-commerce/ f-commerce, etc.).
- Integrating Web 2.0 with marketing strategies.
- Presentation and mastery of Web analytics tools.
- Development of a marketing and sales strategy on the various social media.
DUTY APPLIED TO E-COMMERCE
Know the positioning of the company in the legal environment. Know the legal constraints surrounding online commerce, and more broadly business on the internet.
GET STARTED WITH PYTHON
Apply variables in Python programming to store, edit, and retrieve data. Evaluate loop implementations in terms of performance and readability, and create complex loop structures to solve advanced programming problems. Apply Pandas for handling tasks.
WEB ANALYTICS
Overview of website creation solutions (CMS, PHP development, WYSIWYG tools, etc.). Presentation of the various analysis tools, website traffic, main indicators: origins, conversion rate, time spent…
CHALLENGES & GENERALITIES OF DATA
The objective of this course is to give an overview of the Big Data ecosystem and how these technologies can help achieve new goals through new data analysis techniques, offering a fundamental introduction to the main components of all new technologies related to Data and its use cases in various fields.
DATA & SOFTWARE PROGRAMMING
The R and Python programming languages will be presented and implemented in order to understand their interests from a managerial point of view and thus be able to choose the most relevant analysis methods.
DATA ANALYTICS
Data analytics is the exploration, transformation and analysis of data to identify trends and patterns that reveal relevant actionable insights and improve efficiency, helping to optimize decision-making. A modern data analytics strategy enables systems and businesses to act on automated analytics in real time, ensuring immediate and impactful results.
DATA DRIVEN MARKETING
Data-driven marketing is a process used by marketers to gain insights and identify trends about consumers and their behavior – what they buy, the effectiveness of ads, and how they navigate.
SQL
Apply SQL skills to create, read, update, and delete data in a database, using advanced functions such as joins, subqueries, and aggregation functions.
DATA MARKETING CRM & MARKETING AUTOMATION
Analyze customer data and campaign results to improve marketing strategies, using marketing CRM and automation tools for segmentation, targeting and personalization.
STATISTICS & MARKETING DATA
The objectives of this course are to present an overview of statistical methodologies and data visualization methods in order to be able to describe in a synthetic way and to highlight the information of data sets. The data consist of one or more quantitative variables and/or one or more qualitative variables, measured on the same sample of individuals. The following topics will be addressed: descriptive statistics, data analysis, classification of individuals or variables, inferential statistics. The theoretical aspects of the approaches and methodologies presented will be briefly discussed. These statistical approaches and methodologies will be illustrated on practical cases and implemented on the statistical software.
DATA PROJECT MANAGEMENT
Whether it is an Agile environment or a more traditional structure, set up a fine management of projects and teams. Taking into account the impact of the techniques used and the measurement of the return on investment in the management of such projects. Define and negotiate cost, quality and time objectives. Break down a project and set up concurrent engineering. Organize a project. Define responsibilities and tasks. Lead a project and manage human and financial resources. Support change. Set up a Data Management Platform.
DATA PROJECT MANAGEMENT
Whether it is an Agile environment or a more traditional structure, set up a fine management of projects and teams. Taking into account the impact of the techniques used and the measurement of the return on investment in the management of such projects. Define and negotiate cost, quality and time objectives. Break down a project and set up concurrent engineering. Organize a project. Define responsibilities and tasks. Lead a project and manage human and financial resources. Support change. Set up a Data Management Platform.
EXAMS
WRITTEN EXAMS
DEFENCE
2nd year courses
COMMUNICATION & DIGITAL MARKETING STRATEGY – 2ND YEAR
DATA GOVERNANCE & LAW APPLIED TO NEW TECHNOLOGIES
The economic and societal potential of data is enormous: it can enable new products and services based on new technologies, make production more efficient and provide tools to combat societal challenges. Overview of the laws around data.
CONSUMER BEHAVIOUR
From large amounts of data, coming from very diverse sources, deduce regular or potential behaviors, through modern techniques of targeting, segmentation and scoring of e-consumers. Master real-time behavioral analysis to promote multi-channel promotions and influence consumer behavior directly at the point of sale (or on the website).
DECISION STATISTICS
Knowledge of the basic tools of data analysis. Explore, describe and interpret data in its multidimensional aspect. Ask the right statistical questions in line with a marketing problem. Perform simple statistical processing to make marketing recommendations.
PREDICTIVE ANALYTICS ET DATA INTELLIGENCE
Monitor and analyze online data that is most relevant to business activity. Identify the right information at the right time and place, to improve decision-making and optimize organizational performance. Choose the appropriate tools to understand and capitalize on this new reality. Anticipate changes in markets and customer behavior. Data Mining applied to Customer Intelligence. Implement a Customer Intelligence project in a company.
OPEN DATA & STRATEGIC ISSUES
Know the various solutions available on the market to optimize the choices of heavy investments generated by Big Data: benchmarking services, knowledge of rates, clauses and sources to keep up to date. Overview of technologies that revolutionize everyday life and customer relations (RFID – Radio Frequency Identification, NFC – Near Field Communication). Know the information transmitted in bulk in order to build new strategies.
MANAGEMENT OF COMMUNICATION & DIGITAL MARKETING
DATA MINING
Data mining is defined as a process used to extract usable data from a wider set of raw data. Companies can learn more about their customers and develop more effective strategies related to the various functions of the company, allowing them to leverage resources more optimally and wisely.
DATA PROCESSING
Digital makes it possible to obtain a colossal set of information on individuals. However, without immediate processing, this data quickly becomes obsolete. Know the sources of information available to the Marketer to accurately describe the situation or desires of its customers and prospects in real time.
DATABASE PROCESSING TOOLS
Analysis of study data: descriptive, explanatory or predictive analyses of simple or complex treatments. Text analysis and CRM: understand the possibilities offered by text analysis tools to understand data with a high degree of automation. Improve the quality of the database (homogeneity, qualification, management of inactive contacts, etc.).
DATA VIZUALISATION & DATA ANALYSIS
Apply Looker for data mining, reporting, and dashboard creation. Understand the fundamentals of UX and UI design, including design principles and user-centric design.
ALGORITHM & DATABASE
Challenges of the algorithm in the value chain of companies. Algorithms now allow machines to learn how to detect patterns or models among millions of data: search for groups of similar elements. Predicting a sequence. Predicting a continuous attribute.
SCORING & PREDICTIVE MARKETING
Determine the value of customers and prospects by developing activity-specific scores based on all the data provided. Develop an acquisition or loyalty strategy according to the defined objectives. Use scoring to better target, avoid SPAM complaints, email unsubscribes, and manage marketing pressure in real time. Beyond targeting, the real added value of data also lies in the predictability of consumer behaviour. Predict future customer behavior. Identify the most profitable, influential.
TARGETING & DATA MARKETING
Analyze large volumes of data at the right time to evaluate those that come from new sources, such as traffic from social media or clicks made by a prospect on a company’s website, making profile targeting and segmentation as accurate as possible. Know the consumer’s position in real time. Use the right tools to collect and use this information. Study models of analysis and implementation simulations. Analyze the behavior of attendance or purchase of the consumer to optimize decision making.
MANAGEMENT OF SERVICE PROVIDERS AND PARTNERS
DATA STORAGE AND ORGANIZATION: SQL
Overview of the different types of data. Unstructured or semi-structured data, public or cloud data (online storage), whether it’s social media interactions, videos, Excel files or email attachments. Development and administration of big databases. Knowledge of the tools underlying the major advances in mass data management. Understanding of basic technology architecture to anticipate investments. Hadoop, Map Reduce, NoSQL tools. Consolidate and reconcile data for optimal ROI of marketing actions.
IT SECURITY & DATA PRIVACY
Master the international regulatory environment of data management, both in the context of collection and sharing. Identify the different approaches to personal data protection. The consent of individuals on their personal data. Integrate the rapid changes in legislation at State level and their impact on the use and strategies of the companies of tomorrow.
PROFESSIONAL TOOLS & METHODS
This module allows learners to improve their CV and posture through situations (business game, professional simulation, speaking, etc.); practical and professional workshops (CV, professional social networks, coaching, etc.) as well as business and master class conferences.
PROGRAMMING LANGUAGES
The R and Python programming languages will be presented and implemented in order to understand their interests from a managerial point of view and thus be able to choose the most relevant analysis methods.
MANAGING A COMMUNICATION TEAM
AGILE METHODS & INNOVATION
The digital project management module aims to make the student aware of the world of interactive professions, immersing him in the daily issues of an interactive communication agency.
DESIGN SPRINT CHALLENGE
Now a common practice of Design Thinking methods, learners will be led to manage a challenge to solve a design problem, simplify a process, meet a need. The Design Sprint leads to reflect on the following points: Does my challenge lead to an ultimate impact? Does it consider context and constraints? Does it allow for a variety of potential solutions? Compose and refine proposals to confront customers.
WEB ANALYTICS
Introduce a qualitative dimension in addition to the quantitive aspect. This approach will explore crucial aspects such as setting up and analyzing Heatmaps, A/B Testing, creating and refining audiences, setting up Insight capture pages and retargeting.
APPLIED RESEARCH PAPER
Allow learners to know the expectations of the applied research thesis. Formulate a problem, build a literature review, choose the methodology of the study, issue recommendations.
EXAMS
WRITTEN EXAMS
MEMORIAL DEFENCE
2 start dates 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 (MSc2), 24 months (MSc1 + MSc2) or 18 months for the staggered start of March (continuation of studies in MSc2).
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Career opportunities after a MSc Data Analytics & Marketing Manager
- Communication Manager/Manager, (Director)
- Digital Communication Manager/Manager (Director)
- Marketing Manager/Marketing Manager, Digital Marketing (Director)
- Project/product manager marketing and digital/webmarketing
- Head of Design Multimedia Communication
- Manager/ Project Manager Communication/Digital Communication
- Consultant in Communication/Digital Communication
- Manager, Digital communication strategies manager/Digital campain manager
- Manager, Digital SEO strategies manager (SEO, SEM, SEA)/Digital strategy activation specialist
- Traffic Manager
- Digital Account Manager
- Social media manager/Community Manager
- Media Studies Officer/Trader media/Digital trader
- Web/Webmaster Project Manager
- e-Business/e-commerce manager
- Marketing Data Officer Project Manager Data/webanalyst/data strategist
To consult the detailed job sheets by specialization.
What are the business skills blocks developed for the RNCP title Manager of Communication and Digital Marketing?
Professional certification prepares the following skill sets:
- Define the communication and digital marketing strategy.
- Implement communication and digital marketing actions.
- Coordinate relations with service providers and partners.
- Managing a communications team.
Description of the procedures for acquiring certification by capitalization of skill blocks and/or correspondence.
Certification is obtained by:
- The validation of four blocks of skills common to all courses (obtaining a score greater than or equal to 10/20 for each block of skills).
- Completion of a final thesis with a score of 10/20 or higher.
- Completion of a period of 132 days minimum on the second year of the course (MSc 2).
Professional certification of « Manager of Communication and Digital Marketing », code NSF 320, issued by INSEEC MSc (INSEEC Executive Education, CEE-SO, CEE-RA, CEFAS, MBA INSTITUTE), registered under number 34577 at the RNCP (National Directory of Professional Certifications) by decision of the Director General of France Compétences of 24 April 2020.
Certification is issued by capitalization of all skill blocks. Each skill in a block must be confirmed to obtain the skill block. Partial validation of a block is not possible. It is also accessible through the Validation of Acquired Experience.
Find the skill blocks associated with this RNCP title by clicking here.
What are the teaching methods of the MSc Data Analytics & Marketing Manager?
Teaching methods
- Lectures and interactive courses.
- Scenarios through collective or individual case studies carried out by students.
- Conferences, seminars and visits with pedagogical scope.
Assessment methods
- Individual or group case studies.
- Individual and group oral presentations.
- Individual and group files.
Methods and tools
- Evaluation procedures are carried out face-to-face, in the form of continuous monitoring or final examinations carried out in the form of partial examinations.
What are the 2024/2025 tuition fees to integrate the MSc Data Analytics & Marketing Manager training?
Initial training:
- Entry in MSc1: €10,650
- Direct entry to MSc2: €12,550
Continuing training (alternance):
- Formation 24 mois : 22 500 € HT
- Entrée directe en MSc2 : 12 950 € HT
In the context of alternance training, tuition fees are due by the OPCO and the company that signed the contract.
Do you have any questions about work-study or our school in general? Consult our frequently asked questions.
VAE/VAP :
- 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:
- The alternating rhythm, in internship or work-study contract;
- The right to training via the CPF;
- Banking partnerships.
the key figures for RNCP No. 34577 "Manager of Communication and Digital Marketing"
95%
National Success Rate – Promo 2023
98%
Presentation rate – Promo 2023
90%
Overall integration rate – Promo 2022
68%
Satisfaction rate at 6 months
Disabilities
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 – mdouens@inseec.com
Lyon : Anissa GASMI – agasmi@inseec.com
Rennes : Laura LE CALVEZ – llecalvez@omneseducation.com
Paris : Farid HAMAD – fhamad@inseec.com
Chambéry : Clément BERTACCO – cbertacco@inseec.com
Marseille : Océane VALOTTI – ovalotti@omneseducation.com
News
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June 2024
INSEEC hosted the CFNews Grands Prix de la Croissance Externe Sud Ouest for the second year running
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