Master in Digital and Analytical Marketing École de Management Appliqué (EMA)

Overview

The sectors recruiting in digital marketing are diverse and include CRM roles, SEO and SEA positions, as well as social media managers and community managers. The Mastère's programme prepares students for versatile roles as digital marketing managers, capable of leading a team on specific commercial projects, including cross-functional collaborations within the organisation and segmented, personalised client relationships.

The expected activities of a marketing manager may include:

• In a small or medium-sized enterprise (SME): In SMEs, marketing and business development are often overseen by the general manager or the sales director, working closely with the sales team and on-the-ground operations. Traditional offline communication tools (such as printed advertising materials, audiovisual and print media) are increasingly shifting towards online channels. Hands-on field sales experience is highly valued in this context.

• In a large company: In large corporations, strategy and innovation play a critical role, as does collaboration with the sales team. The marketing manager implements strategies defined upstream and works alongside online specialists such as product managers, brand managers, market managers, category managers, content creators, communication officers, and public relations officers. They may also be involved in the company’s long-term strategic planning.

• In a consultancy or marketing agency: Consultants often combine marketing and sales functions, managing a diverse portfolio of clients. They implement digital operational marketing strategies, focusing primarily on promotional and communication activities as well as data exploitation (e.g., data science and data mining).

In summary, this programme offers a curriculum focused on acquiring knowledge related to data usage and analysis, as well as the strategies required to drive business activities. It develops the skills needed for team and project management.