MBA Digital Marketing and Innovation ESLSCA Business School

The 2-year MBA in Marketing Digital & Innovation (M1-M2) aims to train ethical managers in digital marketing capable of reconciling skills in digital marketing, business development, and data in a resolutely entrepreneurial and start-up approach.

The teaching is divided into 2 courses:

General education path:

• Strategy (digital transformation, business models, Innovation, business plan, sociology of consumption)
• Business development (commercial strategy, management, closing, CSR)
• Digital marketing (web marketing, management, social media content)
• Entrepreneurship and project management (collective financing, agile project management, Leadership, Business English)

Professional education course in 2 specialties:

Growth Marketing Specialty with a view to the complementarity between growth marketing strategies (short term) and that of inbound marketing (long term); In this sense, the course combines digital marketing skills and data analytics and testing skills, the latter being essential for growth marketing.

• Customer journey and experiential marketing
• Digital marketing strategy
• Growth marketing
• Data analysis and testing

Marketing Data Specialty aims to master skills in strategy and digital marketing, on the one hand, development, data science, data analysis, and big data on the other hand in order to guarantee an exhaustive data path:

• Modern Data and Big Data infrastructures
• Language, exploration, and manipulation of data
• Analytics and data science
• Data governance

The strengths of the Digital Marketing & Innovation MBA

The Digital Marketing and Innovation MBA emphasizes a complete mastery of the digital economy value chain and combines an academic and practical approach to train professionals with multidisciplinary talents. The training revolves around a common core as well as a specialization module through which our students can deepen certain areas to orient themselves towards professions requiring very specific skills.

The basic lessons of the course allow you to develop a sense of leadership and career planning. With an emphasis on innovation and the digitization of the economy, this module invites students to understand project management in innovative ways. They are invited to include their reflections in a logic of financial valuation and the image of the company.

To the solid foundations provided by the first module are added practical knowledge around the implementation of campaigns, the design, and creation of websites, and communication in the digital age. The Digital Marketing MBA focuses on training digital strategy experts who are fully aware of the economic challenges that this entails. New channels, inbound and outbound marketing, brand content strategy or even SEO, social media, e-commerce, data ... all subjects relating to the digital world are the subject of courses designed according to teaching methods adapted to their particularities.

We maintain collaborations and partnerships with companies leading digital transformation. Among them, the biggest digital players (including Apple, Microsoft, Adobe, SalesForce, etc.), innovative start-ups, and the most recognized specialists in their field are by our side. We are thus able to offer training that is as enriching as it is professional.

Advantages

• A comprehensive program that will give you mastery of the entire digital economy value chain with a precise focus on marketing and the entrepreneurial dimension stimulated by technologies that are revolutionizing business plans
• An approach that is both academic and practical
• A vision for the future for maximized employability
• Certification process (DiGiTT and Google Analytics)

Who is the training for?

The Digital Marketing and E-Business MBA is aimed at students wishing to embark on digital professions as well as professionals seeking to access management positions in this field.

Courses Program

MBA1 Module 1: Strategy

• Digital transformation
• Strategy, Business models
• SME, Disruptive innovation
• Business plan, Budgets
• Sociology of consumption
• Internet law, GDPR

MBA1 Module 2: Business Development

• Commercial strategy
• Management of sales performance
• Closing-Income
• CSR (Business ethics, marketing)
• Business English

MBA1 Module 3: Digital Marketing

• The fundamentals of web marketing
• Web marketing plan (SEO, SEM, SEA, SMO, e-mailing, etc.)
• Management of web marketing performance
• Social media content
• E-commerce

MBA1 Module 4: Entrepreneurship and Project Management

• Fundraising and crowdfunding
• Agile project management
• Leadership, team management
• VBA
• Business English

MBA2 Module 5: Customer journey and inbound marketing

• Inbound marketing (Customer journey)
• UI UX / design
• CRM and marketing automation
• Customer satisfaction and loyalty
• Social selling and inbound marketing
• Mobile Marketing

MBA2 Module 6: Marketing Digital Strategy

• Digital marketing strategy and acquisition levers
• Content marketing and digital strategy
• Web analytics / Google Analytics
• Economic intelligence
• Business English

MBA2 Growth Marketing Module 7: Growth Marketing

• The fundamentals of growth marketing
• Digital Growth & Creativity
• Apply Growth in marketing funnels
• Measure and automate the levers
• The Growth Marketing Toolbox

MBA2 Growth Marketing Module 8: Language and data manipulation

• VBA
• SQL Database
• Intermediate Python
• Rapid tests / AB Testing
• Business English

MBA2 Growth Marketing Module 9: Data analysis and data testing

• Data analysis
• Machine learning
• Soft Skills

MBA2 Data Marketing Module 7: Infra, Language, and data manipulation

• Big Data Ecosystems
• Cloud Computing (AWS)
• SQL Database
• Intermediate python
• Business English

MBA2 Data Marketing Module 8: Data analysis and Big Data

• Parallel calculation
• Unstructured database
• Data Analysis
• Machine learning
• Deep Learning
• Data visualization (Power Bi)

MBA2 Data Marketing Module 9: Data governance

• Data regulation
• Data governance
• Ethics and CSR
• Soft Skills

8th of the 2021 Eduniversal ranking in the "E-Business" category

Objectives

• Develop solid strategic and operational knowledge in digital marketing, communication, advertising, sales, and marketing studies
• Be able to master the digital transformation of traditional fields (e-marketing, e-commerce, e-CRM, e-Communication, e-advertising) As well as the new essential skills in this field: mobility, analysis, Big Data, DMP, innovation, connected objects)
• Understand the new opportunities offered by the web, social media and, more generally, the omnichannel world (mobile / tablet, webtTV and TV 2.0, urban display, a new generation, etc.)
• Know how to develop and perpetuate a digital business creation project

Skills

Our MBA Marketing innovation aims to:

• Train ethical 4.0 managers in digital marketing at both strategic and operational levels, able to occupy positions in both marketing and data fields
• Adopt a transversal marketing approach to set up a digital marketing strategy, both long term and short term in a context of digital transformation
• Develop and consolidate the spirit of Growth marketing and business development both in the context of Start-ups / SMEs and large companies in an innovative marketing approach
• Understand the opportunities and challenges offered by Data and Big Data in order to face the new challenges of innovation marketing (artificial intelligence, machine learning, etc.) and meet the requirements of personalization and customer engagement

The opportunities for our Digital Marketing & Innovation MBA are multiple and constitute jobs in high demand on the job market in both digital marketing and Data professions.

The Marketing Data specialty, like the Growth Marketing specialty, offers opportunities for interesting bridges between the digital marketing and Data professions according to the preferences and professional projects of each.

Growth Marketing

• Acquisition manager
• Customer experience manager
• SEM Manager
• Social Media Manager
• UX Designer / UI Designer
• Web Analyst / Digital Analyst
• Growth Hacker / Growth Marketer
• Growth Hacker / Business Developer
• Web designer
• Marketing analyst
• CRM project manager
• Chief Marketing Officer
• Digital marketing project manager
• Inbound Marketing Manager

Marketing Data

• Data scientist (the interpreter)
• Data Analyst
• The Data Engineer
• The Data Architect (The designer)
• The Chief Data officer
• Marketing analyst
• CRM project manager
• Chief Marketing Officer
• Digital marketing project manager
• Inbound Marketing Manager

The volume of job vacancies for executives on the internet exploded in early 2016 (Commercial Marketing: 11%, Innovation RD: 18%) (Source APEC).