Master in Digital Marketing & Customer Experience Management Program

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

Assess the legal implications of the 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, including 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 students distinguish and understand the advantages of the various online communication channels.

By the end of the course, 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.

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

Understand the principles of direct marketing and its new trends.

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

Grasp the complementarity of online 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.

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

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

Grasp the fundamentals and best practices of social media management and advertising with a POEM approach.

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

Define and manage social media campaigns, from defining objectives and setting up KPI measurement to end-to-end optimization.

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

Grasp 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.

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

Understand the fundamentals of Customer Experience Management (CXM).

Optimize the customer journey using customer journey maps.

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

Make a business more customer-centric.

This course highlights the importance of CRM in marketing and in business in general, with a specific focus on the role of Internet technologies in supporting customer engagement. These technologies are not all CRM software per se, but rather ad hoc tools that can be used together to build a powerful e-CRM.

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

Grasp the key concepts of digital customer engagement.

Gain hands-on experience with the main tools used to develop an efficient digital relationship management strategy.

Use customer data and transform it into actionable results in order to improve 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.

Throughout the course, students learn to:

Explore the pathway to sales results: how CRM and sales can collaborate effectively to drive sales performance.

Devise realistic and measurable CRM sales goals: client retention, cross-selling, referral tracking, onboarding and key account management.

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

Use a SaaS solution such as Salesforce to reinvent the global customer experience and sales performance.

Marketers today have access to a tremendous and growing amount of customer information. Companies collect many types of information from their customers, such as social media data, purchasing behavior, complaint behavior and socio-demographic information. Knowing how to use this information to improve customer relationships can therefore greatly benefit every marketer, as it provides a basis for better decisions.

This course addresses this need by teaching students new ways to interact with customers on a one-to-one basis. By the end of the course, students should be able to:

Spot opportunities to transform customer data into actionable results.

Use customer data themselves to improve customer relationships through predictive modeling.

This course provides students with the knowledge and critical perspectives needed to address the sustainability and ethical challenges facing organizations in a rapidly changing global environment.

The first part of the course introduces major sustainability issues affecting businesses, including:

Climate change

Biodiversity loss

Social justice

Labor conditions

Global supply chains

Students explore key concepts, frameworks, tools, and standards for assessing environmental, social, and governance (ESG) impacts, and how organizations can rethink their strategies and redesign their business models to support sustainability transitions. Throughout the course, they reflect critically on ecological limits, stakeholder responsibilities, and the ethical role of business in advancing sustainable development.

The second part of the course is devoted to program-specific applications tailored to the needs of each master’s program.

By the end of the course, students will be able to critically evaluate sustainability and ethical challenges, apply relevant ESG frameworks and ethical reasoning to organizational decision-making, and propose practical solutions that contribute to sustainable business practices.

Credited language courses for all levels are included in the program. French is mandatory for all non-French-speaking students.

Native French-speaking students can choose another language (Chinese, Spanish, German; list subject to change).

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

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

Grasp the functionalities of Google Ads Search.

Demonstrate understanding of and practical skills in SAS Web Analytics.

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

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

Develop a solid understanding of why marketers need to embrace the Data & AI revolution to drive a high-performing advertising strategy.

Craft effective digital marketing strategies relying on data and artificial intelligence.

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

Grasp the key concepts and cutting-edge trends of AI for advertising, and how they are reshaping digital advertising as a whole.

To assess concretely their ability to evaluate the performance of online marketing campaigns, students use the SIMBOUND simulation game, which lets them evaluate the impact of their actions after each decision-making round.

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

Grasp the key marketing metrics used to evaluate marketing performance online and offline: selecting them, setting objectives, prioritizing them and distinguishing short-term from long-term measurements.

Understand what affiliate marketing is and how to use this technique to secure and optimize the ROI of an acquisition strategy.

Understand how to build a periodic dashboard (periodicity, source, unit of measurement, mailing list, etc.) to track performance against objectives.

Analyze the return on investment of the marketing budget and decide on corrective actions.

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

Understand current consumer expectations and how omni-channel can influence their purchasing decisions.

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

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

Identify creative solutions that focus on customer experience rather than technology.

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

Recommend a basic search engine optimization (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 digital advertising activities.

Prepare for the Google Analytics certificate.

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

Understand the theoretical concepts of website design and development.

Create an e-commerce project through all the necessary steps (animated mock-ups and specifications).

Understand all e-commerce standards and adapt them to their own project.

Audit the ergonomics of a website.

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

Identify the main functionalities of a web store.

Understand the web store development process.

Justify technological choices (payment security).

Create an e-commerce website using the open-source solution Prestashop.

Understand all e-commerce standards and adapt them to their own website.

Fully customize a Prestashop website (homepage, product page, list page, checkout process) and manage orders.

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

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

Break down real-life business problems and propose innovative solutions using descriptive analytical methods.

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

Manage customer relationships successfully.

This course introduces students to the basic principles of predictive analytics. In this hands-on course, students learn how to use past information to predict future information about customers.

The course covers the following topics:

Basic concepts and possible business applications.

The predictive modeling approach: Sample, Explore, Modify, Model and Assess.

The importance of data pre-processing.

The most popular predictive modeling applications.

The most popular evaluation metrics.

At the end of the course, students should be able to spot opportunities to transform customer data into actionable predictive analyses and to use customer data themselves to improve customer relationships through predictive modeling.

This course equips students with the knowledge and skills required to investigate complex organizational challenges through rigorous research methods. Students learn to identify and analyze business problems, select and apply appropriate research methodologies, and critically engage with academic and professional sources to build robust, evidence-based knowledge.

Emphasis is placed on developing creative solutions to organizational issues and communicating research findings effectively through clear, persuasive, and professional presentation techniques. The course combines a common foundation in research methods with program-specific applications that reflect the research needs and practices of each master’s program.

By the end of the course, students will be able to design and conduct methodologically sound research that supports informed decision-making in organizational and business contexts.

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

The objective is to facilitate their integration into the job 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 credited 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 teaching approach blends various methods, including digital modules, interactive and blended learning, coaching, peer-to-peer learning, 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 mandatory for all non-French-speaking students.

Native French-speaking students can choose another language (Chinese, Spanish, German; list subject to change).

This course aims to highlight the most important emerging technological and societal trends and developments, and their potential applicability, usefulness or relevance. It discusses the basics of the 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 hardware and software developments.

The objectives of the course are to:

Give an overview of the differences between crowdsourcing, co-creation and collaboration with consumers.

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

Trace the shift to emerging economies and show its impact on innovation and product management issues.

Explain what structural collaboration and universal branding are about and how to use them in a day-to-day marketing management context.

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

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

Understand the challenges and opportunities of facilitated online and offline word of mouth (WOM) and its relation to brand image and brand reputation.

Recognize the complexities of managing brand reputation across different channels.

Implement a process to successfully manage online reputation and monitor it using software.

Understand the importance of behaving ethically and the value it adds, as well as the importance of managing a crisis properly so that it does not damage brand reputation.

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

Grasp the key concepts of customer service and complaint management (CSCM) and set up an efficient customer service system.

Apply these complaint management concepts to professional dilemmas involving difficult customer situations.

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

Work as a team to evaluate CSCM strategies and define new ones, with opportunities for peer evaluation and an ex-post evaluation of the work.

This course covers the basics of the Python programming language before quickly moving on to the daily tasks of a Data Analyst, giving students the opportunity to learn from real-life datasets.

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

Write basic programs in Python.

Conduct data exploration and visualization in Python.

Scrape data using Python.

Clean data using Python.

Solve basic problems using machine learning techniques in Python.

This course equips students with the knowledge and skills required to investigate complex organizational challenges through rigorous research methods. Students learn to identify and analyze business problems, select and apply appropriate research methodologies, and critically engage with academic and professional sources to build robust, evidence-based knowledge.

Emphasis is placed on developing creative solutions to organizational issues and communicating research findings effectively through clear, persuasive, and professional presentation techniques. The course combines a common foundation in research methods with program-specific applications that reflect the research needs and practices of each master’s program.

By the end of the course, students will be able to design and conduct methodologically sound research that supports informed decision-making in organizational and business contexts.

This course gives participants an in-depth 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, with whom, and why of starting and developing new business activities.

As part of an international and multicultural team, participants work on an operational business plan with one of two aims:

The creation of a new venture (NVC track)

The acceleration of new business for an already established SME (NBD track)

The course thus goes beyond theory: hands-on experience is gained through out-of-class fieldwork covering all steps of the entrepreneurial decision-making process, for example idea generation, feasibility analysis, industry study, market analysis, marketing plan, production plan, product development, and financial statements.

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

This course equips students with the analytical tools and 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.

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 give participants 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 and practice.

Crucially, the course also addresses the broader societal and environmental impacts of AI, placing ethical, ecological, and workforce considerations at the heart of strategic decision-making. By the end of the course, participants will understand not only 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 gives participants a rich understanding of how creativity can be fostered and managed in a work setting.

They will acquire knowledge of the various theoretical conceptualizations of creativity (how to define it), its antecedents (what makes you and others more creative) and its outcomes (what impact it has), as well as of design thinking techniques and tools to lead teams through the creative journey.

Here are some of the questions we will address:

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 succeed in their creative endeavors?

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?

During the course, a variety of teaching and learning techniques (including design thinking) will be used to help participants think critically and imaginatively about different perspectives on creativity.

To make learning a shared experience between participants and the instructor, the course integrates real challenges and practical experiences of creativity: projects, presentations, experiential exercises, and critical reflection on the course materials.

This advanced course offers a comprehensive exploration of how organizations can effectively manage, measure, and align performance at individual, team, and organizational levels. It 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, they will work with a range of human resource management tools applicable at the various stages of the performance management cycle. Legal, ethical, and reporting considerations, as well as software solutions, are also 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 mandatory for all non-French-speaking students.

Native French-speaking students can choose another language (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.