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The MSc Digital Marketing & E-business (100 % Anglais) aims to train talents ready to drive and support the digital transformation of companies

Digitalisation is not a buzzword ! The continuing emergence of evolving technologies and their adoption have radically impacted the way business is done. What a challenge for companies ! No organisation is immune to disruption and new business models emergence.

The issue here, is not whether to adopt ? But, how established players can embrace their own digital transformation in order to expand their business activities and boost new sales opportunities ? This paradigm shift represents massive job creations in the digital marketing & e-business field.

The MSc Digital Marketing & E-business aims to train talents ready to drive and support the digital transformation of companies or integrate a «pure player» to further expand its business. The strengths of this program relies on the speakers who are all active and recognized as professional expert in their field and the strong academic researchers team commitment.

Due to its proximity and close ties with the key players of the industry and their business issues, this program highly focuses on a strong dimension of professionalisation.

On completion of the training program, students will perfectly master in an agile way the methods and tools to implement a digital marketing strategy and an e-business plan in various organisations such as public or private companies, institutions and associations.

This program issues the title MANAGER DE LA COMMUNICATION ET DU MARKETING DIGITAL REGISTERED IN THE RNCP AT LEVEL 1 UNDER THE NSF CODE 320, DECREE OF AUGUST 30, 2016 PUBLISHED IN THE OFFICIAL JOURNAL ON SEPTEMBER 7, 2016

Consultez nos frais de scolarité 2018/2019.

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Directeurs de programme :

Madeleine FACQUES
Lyon

Fabien FOURNILLON
Paris

« Answering businesses needs »

The MSc Digital Marketing & E-business aims to train talents ready to drive and support the digital transformation of companies or integrate a «pure player» to further expand its business. The strengths of this program relies on the speakers who are all active and recognized as professional expert in their field and the strong academic researchers team commitment.

Due to its proximity and close ties with the key players of the industry and their business issues, this program highly focuses on a strong dimension of professionalisation.

On completion of the training program, students will perfectly master in an agile way the methods and tools to implement a digital marketing strategy and an e-business plan in various organisations such as public or private companies, institutions and associations.

Course programme

Digital Marketing

Psychology and consumer behaviour

Be able to analyse the behaviour of the consumer, the user, the mobile user and the ubiquitious consumer. Set up an offline and online sales and communication strategy. Know current consumer trends to define marketing targets. Know the influences linked to groups (brand communities, fans). Master the various qualitative studies (individual interviews, focus groups, ethnography and netnography) in order to set up an efficient marketing and commercial strategy.

Marketing and business strategies applied to e-business

Understand the various strategies of the company in order to lead coherent and effective marketing and communication campaigns. Management and loyalty of the online customer relationship through tracking and traffic analysis. Brand management on the Internet.

Budgetary control

Budget management : Planning and management of sales budgets. Commercial cost management : analysis and statistical reorientation. Gap analysis associated with commercial liability: monitoring of margins and turnover. Product profitability study: simple, variable direct costing and margins.

Law and new technologies

The laws regarding e-mail, online distribution and e-retailers. Consumer Protection : the legal management of BDDs, trademark law, and issues related to cybersecurity.

Multichannel and Cross-channel strategies

Knowledge and acquisition of a single and/or multichannel clientele. Expand the capacities of development, guidance and integration offered within a multichannel context.

Payment and Internet security

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

E-commerce logistics and purchasing

Presentation of the negotiation between the buyer and the supplier, knowledge of negotiation techniques applied to e-commerce. Knowledge of the logistics of an e-commerce site (orders, preparation, shipment).

User Interface Design

Web design and scripting

Know the major phases of designing a website. Drafting of specifications, content management and adaptation, file and folder naming conventions and program options (Flash, php / MySQL etc). Definition of the graphic charter, creation of effective ergonomics, tests and validation methods. Proficiency in Photoshop, Illustrator, Fireworks and Dreamweaver. Conception of briefs and management of web agencies and ISPs. Design and testing of online catalogs.

E-project management

The objective of this module is to give students the necessary knowledge to manage major projects on the web: monitoring tools, planning, and operational follow-up.

Mobile marketing

Knowledge of technological advances, new uses and new needs from a mobile perspective. Mastery of strategies and practices in m-commerce, setting up mobile websites and relevant mobile applications, promotion and advertising on mobiles, geolocation, mobile payments, NFC, QR codes / Flash codes and augmented reality.

Traffic Acquisition and Communication

SEO policy

Diagnose the visibility of a company on the web. Define SEO guidelines. Establish an efficient SEO strategy (SEO, SEM and SEO), and evaluate the impact in terms of site traffic. Knowledge of retargeting.

Operational marketing and loyalty strategies

Know the techniques of direct marketing and loyalty techniques : e-mailing, newsletters, event based marketing, telemarketing, gaming, mobile marketing (SMS, MMS, Web, Mobile). Campaign management : implementation and development of a database, processing and analysis of the BDD. Implementation and measurement of ROI and KPIs. Knowledge and experience to develop customer relationship management offline and online. Encourage and retain the audience through the implementation and dissemination of messages and targeted content, based on pre-defined segments.

Buzz marketing and crisis communication

Linked with viral marketing when it is deliberate, the buzz requires control of the content (advertising or communication message). When it is unintentionally received by the company (bad buzz), it is necessary to master the various media that allow adapted communication. This module makes it possible to understand the phenomenon of interdependence of the media employed by using practical and real business cases.

Online communication

Define the role of the Internet in the communication strategy. The internet as media, commercial space, advertising medium and a relational marketing tool. Identification of the main players of the advertising market on the web. The online consumer : behaviour and motivation. Promotion and events online, e-mailing, sponsored links, online advertising, affiliations, partnerships, viral marketing. Manage interactive communication : SEOs, content management and measurement tools. Creation and administration of campaigns (e.g banners, skyscrapers). Website ergonomics: graphics, techniques, features, navigation, accessibility, content etc.

Multimedia and transmedia content production

Understand media and transmedia strategies. Creation of the brand content. Master the workings and techniques in the field of videocasts, podcasts, and multimedia production (learning the tools of Adobe Premiere, After Effects, Flash). Understand new communication trends through transmedia storytelling and ARGs.

Loyalty and community engagement policies

Community management

Know the techniques of community management : identification of influential networks, good practices and uses of the main players. Optimise the brand’s reputation and its e-reputation thanks to controlled and optimised communication on social networks.

Statistical decisions and data mining

Presentation of data mining techniques. Know how to set up a data mining study, explore and analyse commercial and geo-demographic data. Presentation of statistics and data mining software. Implementation of marketing action plans, definition of objectives and KPIs, impact and ROI measures and optimisation of action plans.

Web Analytics and traffic management

This module addresses the issues around the visitors of a website (also called Web Analytics) to quantify the site traffic based on indicators such as the number of unique visitors, page views, visits, the average duration of visits etc. Campaign planning. Development and delivery of the paper catalog. Design and marketing of digital catalogs. Customization systems. Dual distribution, communication and integrated sales promotions. Digital culture and multichannel organisation. Transposition and adaptation of merchandising techniques to the web.

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