Master of Science Digital Marketing & E-Commerce

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.

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. 

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. 

Analyze customer data and campaign results to improve marketing strategies, using CRM and marketing automation tools for segmentation, targeting and personalization. 

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. 

Writing a report on the professional experience and mandatory as part of the first year of the course.  Reflection on the future professional project. 

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

The objective of the module is to examine the strategic and tactical aspects of customer relationship management (CRM) in an integrated way. 

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.

This module aims to give students an overview of e-commerce. It is a question of introducing them to the stakes of online sales, to make an overview of the specificities of an e-commerce site, its content and its animation. 

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

Overview of key players in the sector and focus on emerging markets and products. 

Apply Looker for data mining, reporting, and dashboard creation.  Understand the fundamentals of UX (user experience) and UI (user interface) design, including design principles and user-centric design. 

Understand the stages of an educational project, the stakeholders and their role. Know how to identify target users and their needs. Define paths and key conversion levers. Illustrate and present functional biases. 

This module aims to make the student aware of the world 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 the constraints of the various stakeholders in the graphic chain.  Learn 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 to have power over it?  How to identify the actors and places where you are spoken about? What are the actions to take to build a reputation 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 a reality. We develop in this course the creation of an inbound marketing strategy within his company to achieve this goal. 

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

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

To raise students’ awareness of 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. 

The right associated with email, cyber distribution or law related to e-merchants. Consumer protection; BDD legal management; trademark law, and IT security issues. 

Overview of key players in the sector. 

Knowledge and acquisition of a mono and/or multichannel clientele. Develop the capacities of development, animation and integration of the offer in a multichannel context. 

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

Deepen the strategic and tactical aspects of Customer Relationship Management (CRM). 

Understanding of the phases and various aspects of email management, understanding and mastery of different sending techniques and their recent developments, the ability to optimally manage deliverability and analyze 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 understand the stakes of SEO (Search Engine Optimization). Managing your online presence becomes a real lever for communication and growth of the company. 

Allow students to acquire the basic skills on Photoshop and Illustrator software in order to meet the requirements of companies during their internship.  Know how to use the appropriate software according to demand.  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. 

Understand the stages of an educational project, the stakeholders and their role. Know how to identify target users and their needs. Define paths and key conversion levers. Illustrate and present functional biases. 

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

Web creation methods and tools. 

Overview of software used for creating merchant sites. 

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

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

This module addresses the issues around the audience of a website (also called Web Analytics) to quantify the traffic of a site according to indicators such as the number of unique visitors, pages views, visits, the average duration of visits, etc. Campaign plan. Development and animation of the paper catalogue. Design and marketing of digital catalogues. Personalization systems. Dual distribution, communication and integrated sales promotion. Multi-channel cultures and organization. Transposition and adaptation of merchandising techniques to the web. 

Methods of innovation and product improvement.

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.