Master in Digital Marketing & Customer Experience Management Program

> Assess the legal implications of General Data Protection Regulation (GDPR) for companies and marketers.

> Understand the regulatory challenges that managers face on a daily basis and develop effective decision-making processes at individual and collective levels.

> Assess legal decisions and dilemmas in digital marketing and use relevant tools to address them, among them regulatory compliance programs.

> Understand how the legal system impacts digital marketing, in particular privacy and data protection laws.

> Be familiar with different proactive legal strategies to mitigate legal risks in the area of privacy and data protection laws.

This course provides an overview of the strategic particularities of digital marketing and helps to distinguish and understand the advantages of the various online communication channels.

At the end of the course, the students should be able to:

> Formulate and implement a successful digital marketing strategy.

> Understand, analyze and select appropriate digital marketing tools for specific target segments.

> Identify the challenging aspects of measuring the effectiveness of online marketing actions

> Understand the principles of direct marketing and new trends therein.

> Master the process of developing, following up and measuring a direct marketing campaign: copywriting, testing, measuring and optimizing.

> Master the complementarity of on-and offline channels for direct marketing.

> Understand the principles of targeting and segmentation and how both have been impacted by the Internet and the gathering of more customer information.

> Recommend a basic SEO strategy.

> Define, create, optimize and monitor a paid search strategy.

> Understand the basics of attribution.

> Understand the importance of search engine marketing (SEM) in the digital advertising activities.

> Recommend a basic Search Engine Optimization Strategy (SEO).

> Google certificates (Adwords Fundamentals, search advertising).

> Understand the various forms of social media, online communities and viral marketing activations.

> Master fundamentals and best practice of social media management and advertising with a POEM approach.

> Integrate the transformational role of social media and influencers in marketing strategies and processes.

> Define and manage social media campaigns, from the objectives’ definition to the KPIs measurement set-up to the end-to-end optimization changes.

> Master the key concepts of customer relationship management, and more precisely customer loyalty and customer success.

> Understand the added value of relationship marketing for the company.

> Understand how to measure and manage customer loyalty and success.

> Understand the voice of the customer and be responsive to it.

> Know how to put in place a comprehensive customer loyalty program and measure its performance.

This course will reflect the importance of CRM in marketing and business in general. The specific focus will be on the role of Internet technologies in supporting Customer engagement. These Internet technologies are not all CRM software per se, but rather ad hoc tools that can be utilized together for powerful e-CRM.

At the end of the course, students should be able to:

> Master the key concepts of electronic/digital Customer engagement.

> Experience the main tools used to develop an efficient electronic/digital relationship management strategy.

> Use customer data and transform data into actionable results in order to improve the electronic/digital customer engagement.

> Distinguish the various communication channels of Internet marketing and understand their advantages and disadvantages.

> Understand the importance and the value-added consequences of behaving ethically.

> Exploring the pathway to sales results: how CRM and sales can collaborate effectively driving sales performance.

> Learning how to devise realistic and measurable CRM sales goals: Client Retention, Cross-Selling, Referral Tracking, On-Boarding and Key Account Management.

> Learning how to better plan and execute effective sales campaigns through integrated CRM systems.

> Understand how to use a SAAS solution such as Salesforce to reinvent global customer experience end sales performance.

> Better plan and execute effective sales campaigns through integrated CRM systems.

Nowadays, there is a tremendous increase in customer information which is available for the marketer. Indeed, companies are collecting different types of information from their customers like social media information, purchasing behavior, complaining behavior, socio-demographic information, etc. Consequently, knowing how to use this new information to improve customer relationships could be of high benefit for every marketer because better decisions could be based upon that.

This course tries to fulfil the gap by reaching students new ways to interact with customers on a one-to-one basis.

At the end of the course, the student should be able to:

> Spot opportunities to transform customer data into actionable results.

> Use customer data him- or herself to improve the customer relationships through predictive modeling.

Coming soon.

The Career Program aims to help IÉSEG students build and implement their professional objective in line with their aspirations, skills and the socio-economic reality of the market.

The objective is to facilitate their integration into the labor market, in an environment that allows them to develop personally and professionally

All students benefit from a credited program tailored to their track or major, taught by a dedicated team of experienced professionals. The Career Program includes collective credit courses, digital resources, and on-demand coaching provided by the Career team for those who need additional support.

A cycle of thematic events fosters connections with companies and helps students build their professional networks. Our pedagogical approach blends various teaching methods, including digital modules, interactive and blended learning, coaching, peer-to-peer, learning by doing, live scenarios, debriefing, and reflection, in line with IÉSEG’s teaching and learning strategy.

Credited Language courses for all levels are included in the program.

French is the mandatory choice for any non-French speaking student. For native French speaking students, other languages are offered (Chinese, Spanish, German – list subject to change).

> Understand the concepts, opportunities and limitations and added value of web analytics for companies with a form of online presence.

> Master the functionalities of Google Analytics.

> Demonstrate understanding of and practical skills in SAS Web Analytics.

> Apply data mining tools (SAS Enterprise Miner) for advanced clickstream and web log analysis.

> Develop a solid understanding of why Marketers need to embrace the Data & AI revolution to drive a powerful advertising strategy.

> Be able to craft powerful digital marketing strategies relying on Data & Artificial Intelligence.

> Understand the key levers of a powerful data strategy in digital marketing: measurement, activation, collection, privacy.

> Master the key concepts and cutting-edge new trends of AI for Advertising, and how this is reshaping digital advertising as a whole.

In order to evaluate in a concrete way their ability to evaluate the performance of online marketing campaign, students will use the simulation game SIMBOUND which allows students to evaluate the impact of actions after each decision-making round.

> Master the key marketing metrics to evaluate marketing performance online and offline: select them, set objective, prioritize and differentiate short term/ long term measurements.

> Understand what Affiliate Marketing is about and how to use this technique to secure and optimize the ROI of your acquisition strategy.

> Understand how to create a periodic dashboard (periodicity, source, measure unity, mailing list, etc.) to track performance versus objectives.

> Know how to analyze the Return On Investment of marketing budget and decide on corrective actions.

> Understand the actual consumer expectations and how omni-channel can influence their purchasing.

> Understand the importance of managing the different channels in synergy and in coherence with the overall retailer and brand strategy.

> Set the good combination of channels and implement gateways to improve the customer journey.

> Identify creatives solutions that focus on Customer Experience (rather than technology).

> Website design & development theoretical concepts.

> Create an E-commerce project with all the necessary steps (animated Mock-ups and specifications).

> Understand all the E commerce standards and adapt them to their own E-commerce project.

> Code pages with HTML and CSS.

> Audit of the website ergonomics.

> Identify the main functionalities of a web store.

> Understand the process of web store development.

> Justify the technological choices (security of payment).

> Create an ecommerce website using the open source solution Prestashop.

> Understand all the ecommerce standards and adapt them to their own website.

> Fully customize a Prestashop website (homepage, product page, list page, checkout process) and be able to manage the orders.

> Understand the basis of Customer Experience Management (CXM).

> Optimizing the customer journey by means of customer journey maps.

> Design, collect, integrate, and present customer inputs to maximize business value.

> Implementing a more customer-centric business.

This course introduces students to the basic principles of descriptive analytics. This hands-on course introduces students how to describe, segment and visualize customer data in order to extract relevant business insights.

At the end of the course, students should be able to:

> Breakdown and propose innovative solutions for real-life business problems using descriptive analytical methods.

> Run a basic descriptive analysis based on company’s transactional database while constructing expert knowledge.

> Manage successfully customer relationships

This course introduces students to the basic principles of predictive analytics. This hands-on course introduces students how to use past information to predict future customer information.

A detailed overview of the course content is given below:

> Understanding basic concepts and recognizing possible business applications

> Explaining the predictive modeling approach: Sample, Explore, Modify, Model and Assess

> Acknowledgment of the importance of data pre-processing

> Introduction to the most popular predictive modeling applications

> Understanding of the most popular evaluation metrics

At the end of the course, the student should be able to:

> spot opportunities to transform customer data into actionable predictive analysis.

> use customer data him- or herself to improve the customer relationships through predictive modeling.

Coming soon.

The Career Program aims to help IÉSEG students build and implement their professional objective in line with their aspirations, skills and the socio-economic reality of the market.

The objective is to facilitate their integration into the labor market, in an environment that allows them to develop personally and professionally

All students benefit from a credited program tailored to their track or major, taught by a dedicated team of experienced professionals. The Career Program includes collective credit courses, digital resources, and on-demand coaching provided by the Career team for those who need additional support.

A cycle of thematic events fosters connections with companies and helps students build their professional networks. Our pedagogical approach blends various teaching methods, including digital modules, interactive and blended learning, coaching, peer-to-peer, learning by doing, live scenarios, debriefing, and reflection, in line with IÉSEG’s teaching and learning strategy.

Credited Language courses for all levels are included in the program.

French is the mandatory choice for any non-French speaking student. For native French speaking students, other languages are offered (Chinese, Spanish, German – list subject to change).

This course aims to highlight the most important emergent societal and technological trends and developments, and their potential applicability, usefulness or relevance.

The objectives of the course are discussing the basics of technologies that support digital marketing, with a special focus on network architectures and their servers and clients, different kinds of connectivity, communication protocols and languages, and relevant developments in terms of hardware and software.

> Give an overview of the differences between ‘crowd-sourcing’, ‘co-creation’ and ‘collaboration with consumers’.

> Understand the impact of ‘online’ and ‘social media’ on innovation management and consumer research.

> Tell the story of the shift to emerging economies and show the impact on innovation and product management issues.

> Be able to explain what ‘structural collaboration’ and ‘universal branding’ are about & how to use them in a day-to-day marketing management context.

> Understand the concept of brand reputation and its impact on brand management and communication.

> Understand challenges and opportunities of facilitated on-and offline WOM and its relation to brand image and brand reputation.

> Understand the complexities related to managing the brand reputation across different channels.

> Implement a process in order to successfully manage on-line reputation and to monitor it using software.

> Understand the importance and the value added consequences of behaving ethically and understand the importance of managing a crisis properly to avoid impacting the brand reputation.

> Master the key concepts of Customer service and complaint management and set up an efficient customer service system.

> Apply these concepts of managing complaints in professional dilemmas with difficult customer situations.

> Guide and set up a social complaint management system which allows the company to follow up complaints in a sustainable way without infringing GDPR.

> Work together in a team to define evaluate CSCM strategies and define new ones, with peer evaluation possibilities and an ex-post evaluation of the work.

> Master the key concepts of Customer service and complaint management and set up an efficient customer service system.

> Apply these concepts of managing complaints in professional dilemmas with difficult customer situations.

> Guide and set up a social complaint management system which allows the company to follow up complaints in a sustainable way without infringing GDPR.

> Work together in a team to define evaluate CSCM strategies and define new ones, with peer evaluation possibilities and an ex-post evaluation of the work.

This course provides participants with a profound understanding of entrepreneurship, new business development, and business plan writing.

Through lectures, testimonials, fieldwork, and group assignments, participants are confronted with the how, where, when, whom, and why of starting and developing new business activities. As part of an international and multicultural team, participants are invited to work on an operational business plan aimed at either the creation of a new venture (NVC-track) or the acceleration of new business for an already established SME (NBD-track).

This course’s ambitions thus go beyond providing theoretical insights. Hands-on experience is gained through out-of-class field work covering all steps of the entrepreneurial decision-making process (e.g., idea generation, feasibility analysis, industry study, market analysis, marketing plan, production plan, product development, and financial statements).

In doing so, participants accumulate entrepreneurial knowledge and behaviors that support innovative solutions and new value development.

This course equips students with analytical tools and a strategic perspective to understand how geopolitical dynamics impact global business environments.

Through an interdisciplinary approach, students explore the influence of political risk, international relations, and global power shifts on trade, investment, supply chains, and corporate strategy. Emphasis is placed on real-world cases and interactive discussions to help students assess geopolitical risk and adapt business decisions accordingly.

By the end of the course, participants will be able to integrate geopolitical thinking into strategic planning, enabling responsible and resilient decision-making in complex international contexts. Participants will also be able to integrate geopolitical thinking into strategic planning, enabling responsible and resilient decision-making in complex international contexts.

Particular attention is given to the social impact of geopolitical shifts, encouraging students to consider how business decisions can promote inclusive growth, ethical practices, and long-term societal resilience.

This is a modular, asynchronous course designed to provide participants with a comprehensive and integrated understanding of AI and its transformative impact on business strategy.

Bridging technical knowledge and strategic insight, the course guides learners through a rich curriculum that explores how AI drives innovation, enhances operational efficiency, and creates sustainable competitive advantages.

The learning journey culminates in real-world case studies that demonstrate how leading organizations have successfully integrated AI into their strategies, operations, and innovation processes. These examples provide actionable insights and help bridge theory with practical application.

Crucially, the course also engages with the broader societal and environmental impacts of AI, positioning ethical, ecological, and workforce considerations as central to strategic decision-making. By the end of the course, participants will not only understand how AI works, but also how to deploy it responsibly and strategically for long-term business success in complex, dynamic environments.

Creativity is one of the critical components of an organization’s ability to survive and thrive in today’s competitive and dynamic markets. This course will provide participants with a rich understanding of how creativity can be facilitated and managed in a work setting.

They will acquire knowledge regarding various theoretical conceptualizations (i.e., how do you define creativity), antecedents (i.e., what makes you and others more creative) and outcomes (i.e., what is the impact) of creativity as well as knowledge on design thinking techniques and tools to lead teams in the creative journey.

How do creative ideas happen? How can we foster our creativity and the creativity of those around us? What are the paths of creative development of individuals who are successful in their creative endeavours? What are the implications for fostering and managing creativity in the workplace? What are the obstacles to creativity? What is the nature of creativity in teams and organizations? These are some of the questions we will address.

During the course, a variety of teaching and learning techniques (including design thinking) will be used to enable participants to think critically and imaginatively about various perspectives of creativity. To realize the goal of a shared learning experience between participants and the instructor, the course is aimed at integrating real challenges and practical experiences of creativity, projects, presentations, experiential exercises, and critical reflection on the various course materials.

This advanced course provides a comprehensive exploration of how organizations can effectively manage, measure, and align performance at individual, team, and organizational levels.

The course begins by clarifying the concept of performance management – what it is, what it is not, and what characterizes effective strategic performance practices. Students will examine the challenges of defining and measuring performance accurately, and how to align performance indicators with broader strategic goals such as employee engagement, retention, and organizational growth.

Throughout the course, students will engage with a range of human resource management tools applicable at various stages of the performance management cycle. Legal, ethical, and reporting considerations—as well as software solutions—will also be addressed to provide a holistic understanding of modern performance systems.

A key focus of the course is the social dimension of performance management. Students will explore how to design systems that are valid, reliable, and fair for all employees, with a strong emphasis on eliminating bias and supporting diversity, inclusion, and social justice.

The course encourages critical assessment of whether performance systems genuinely enable all individuals, regardless of background, to demonstrate their full potential. This includes addressing how organizational culture, leadership behaviors, and system design can unintentionally disadvantage certain groups—and how such challenges can be effectively mitigated in practice.

Credited Language courses for all levels are included in the program.

French is the mandatory choice for any non-French speaking student. For native French speaking students, other languages are offered (Chinese, Spanish, German – list subject to change).

4-to 6-month internship or work experience anywhere in the world. Alternatively, students can opt for a consulting project or a thesis.