Specialized Master in Digital & Data Marketing at KEDGE Business School

KEDGE's data marketing training trains versatile managers capable of having both a strategic and operational vision of activities. By combining data with mastery of digital marketing techniques, this master fits in a context where the employability indicators of the market are particularly positive.

Digital and associated technologies generate a lot of data that companies must integrate to deliver the best possible customer experience. To meet market expectations and the need to master different skills, KEDGE's MS Digital Marketing & Data trains complete professionals with a transversal vision. These future digital marketing experts will be able to adapt their strategy by using data as finely as possible. The program also focuses on the culture of customer performance. This master in data marketing, co-constructed from the start with leading companies in digital transformation, ensures high employability for students in a structure that is present online or concerned with developing its general online marketing.

THE STRONG POINTS

A very marked transversality of skills training

The program compares in content and teaching:
- technical and design,
- data,
- digital marketing.

A “Hackaton style” pedagogy

The courses are systematically confronted with real business projects. A program focused on:
- a hackaton,
- boot camp seminars: graphic and code creation,
- thematic conferences of experts and professionals (1 per month),
- 2 expert seminars (30h each).

Data integration

Understand the challenges of data, make better use of them and make them more coherent in order to integrate them into the decision-making of digital marketing managers:
- tech management,
- data visualization,
- business intelligence, etc.

Academic and distinctive expertise

The program draws on the expertise of the KEDGE center of excellence in marketing, which:
- combines academic research, pedagogy, innovation and partner companies,
- benefits from a “job market” anchor,
- has expertise distinctive in “tribal marketing”, specialized in the field of digital communities.
 

The sandwich course

Immersion in the professional world from the start of the program: each month, three weeks in a company and one in progress.

Education that promotes high employability

The program combines:
- varied professional knowledge,
- academic expertise,
- partnerships with start-ups and major digital players.

A dynamic ecosystem in Ile-de-France

This data marketing training is supported by Danone, Cognizant, Le Wagon, Veepee (ex Vente-privé), Dentsu, Digitick and Digital Virgo.

THE SKILLS DEVELOPED

team management

Make the link within transdisciplinary teams and accelerate the projects via:
- the definition of skills needs necessary for the development of the teams,
- the implementation of the missions and productivity objectives of the editorial managers,
- the piloting of the implementation places monitoring and reporting tools and improves return on investment,
- definition and launch of internal training systems.

Ability to encourage creativity

- implement and encourage the use in teams of problem solving techniques favoring the emergence of solutions through collective approaches,
- animate brainstorming sessions,
- raise awareness and train technical and editorial teams in the tools of creativity.
 

Obtaining a professional accreditation sought

- Google Analytics certification.

Analysis and optimization of the user experience

- deploy UX analysis tools,
- carry out an ergonomic audit,
- carry out a global analysis process of navigation flows with Web Analytics tools,
- develop the experimental culture and the operationalization of content to orient the behavior of Internet users,
- perform statistical analyzes and interpret tests to optimize user experience and conversion rates,
- analyze sales and behavioral flows to highlight new products.

Analyze the socio-technical, socio-economic and socio-cultural context of the market to develop the digital strategy

- carry out a benchmark of the online environment and a comparative analysis of the actors on the technical and communicational level,
- define the strategic development objectives according to the market evolutions,
- establish a web watch strategy,
- analyze the market segmentation to position and differentiate,
- determine the strategic development axes,
- build the strategy of a site in a branding logic by developing the brand platform,
- determine the way to achieve online growth objectives,
- identify the opportunities and threats of export developments.

Design of the digital multichannel action plan

Create it by considering the global environment of the company:
- design the online visibility strategy,
- deploy a digital communication plan,
- adapt digital communication to the directives of the marketing department,
- articulate digital communication actions in connection with strategic objectives,
- breakdown the actions on the different channels according to the budget, the audience and the Roiste potential,
- show the contributions of traffic acquisition and conversions in the overall performance of the company,
- identify the digital opportunities and react in accordance with strategic objectives,
- set up reporting actions and define KPIs.