{"id":17349,"date":"2013-10-10T10:44:40","date_gmt":"2013-10-10T08:44:40","guid":{"rendered":"http:\/\/www.ieseg.fr\/?page_id=17349"},"modified":"2026-10-23T15:54:44","modified_gmt":"2026-10-23T13:54:44","slug":"program-content","status":"publish","type":"page","link":"https:\/\/www.ieseg.fr\/en\/programs\/specialized-masters\/master-digital-marketing-customer-experience-management\/program-content\/","title":{"rendered":"Master in Digital Marketing &#038; Customer Experience Management Program"},"content":{"rendered":"\r\n<div id=\"keyfacts_program-block_5f4538962e6ed\" class=\"keyfacts_program\">\r\n\t<!-- KEYFACTS BEGIN -->\r\n\t<section class=\"keyfacts-container\">\r\n\t\t<div class=\"keyfacts-wrapper\">\r\n\t\t\t<div class=\"keyfacts-inner\">\r\n\t\t\t\t<p class=\"chapeau\">Lead the digital revolution, inspire customer experience.<\/p>\r\n\t\t\t\t<ul class=\"keyfacts\">\r\n\t\t\t\t\t<div class=\"row_custom\">\r\n\t\t\t\t\t\t<li class=\"keyfact\">\r\n\t\t\t\t\t\t\t<div class=\"picto\">\r\n\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"Format\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/duree.svg\">\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<div class=\"content\">\r\n\t\t\t\t\t\t\t\t<!-- <p class=\"fact\">Format<\/p> -->\r\n\t\t\t\t\t\t\t\t<p class=\"key\">3 Terms + Capstone Project<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t<li class=\"keyfact\">\r\n\t\t\t\t\t\t\t<div class=\"picto\">\r\n\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"Languages\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/langues.svg\">\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<div class=\"content\">\r\n\t\t\t\t\t\t\t\t<!-- <p class=\"fact\">Language<\/p> -->\r\n\t\t\t\t\t\t\t\t<p class=\"key\">English<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t<li class=\"keyfact\">\r\n\t\t\t\t\t\t\t<div class=\"picto\">\r\n\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"Location\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/location-white.svg\">\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<div class=\"content\">\r\n\t\t\t\t\t\t\t\t<!-- <p class=\"fact\">Location<\/p> -->\r\n\t\t\t\t\t\t\t\t<p class=\"key\">Lille<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t<\/div>\r\n\t\t\t\t\t<div class=\"row_custom\">\r\n\r\n\t\t\t\t\t\t<li class=\"keyfact\">\r\n\t\t\t\t\t\t\t<div class=\"picto\">\r\n\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"Fees\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/cout.svg\">\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<div class=\"content\">\r\n\t\t\t\t\t\t\t\t<!-- <p class=\"fact\">Fee<\/p> -->\r\n\t\t\t\t\t\t\t\t<p class=\"key\">\u20ac26,800 (Fast Track) \/ \u20ac29,800 (Regular Track)<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t<li class=\"keyfact\">\r\n\t\t\t\t\t\t\t<div class=\"picto\">\r\n\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"Intake\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/rentree.svg\">\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<div class=\"content\">\r\n\t\t\t\t\t\t\t\t<!-- <p class=\"fact\">Intake<\/p> -->\r\n\t\t\t\t\t\t\t\t<p class=\"key\">September<\/p>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"keyfact\">\r\n\t\t\t\t\t\t\t\t<div class=\"picto\">\r\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" alt=\"Credits\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/credits.svg\">\r\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<div class=\"content\">\r\n\t\t\t\t\t\t\t\t\t<!-- <p class=\"fact\">Credits<\/p> -->\r\n\t\t\t\t\t\t\t\t\t<p class=\"key\">120 ECTS<\/p>\r\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t<\/div>\r\n\t\t\t\t<\/ul>\r\n\t\t\t\t\t\t\t\t\t<div class=\"accreditations\">\r\n\t\t\t\t\t\t<!-- <img decoding=\"async\" alt=\"Format\" src=\"\">-->\r\n\r\n\t\t\t\t\t\t<p>Accreditations<\/p>\r\n\t\t\t\t\t\t<!--picto1-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.ieseg.fr\/en\/accreditations-labels-business-school\/\"><img decoding=\"async\" alt=\"\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/blocks\/programme_blocks\/keyfacts\/img\/logo_accred_AACSB.png\"><\/a>\r\n\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<!--picto2-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<!--picto3-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<!--picto4-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.ieseg.fr\/en\/accreditations-labels-business-school\/\"><img decoding=\"async\" alt=\"\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/blocks\/programme_blocks\/keyfacts\/img\/logo_accred_EQUIS.png\"><\/a>\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<!--picto5-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<!--picto6-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<!--picto7-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<!--picto8-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.ieseg.fr\/en\/accreditations-labels-business-school\/\"><img decoding=\"async\" alt=\"\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/blocks\/programme_blocks\/keyfacts\/img\/logo_accred_gm.png\"><\/a>\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t<!--picto9-->\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.ieseg.fr\/en\/accreditations-labels-business-school\/\"><img decoding=\"async\" alt=\"\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/blocks\/programme_blocks\/keyfacts\/img\/logo_accred_VISE.png\"><\/a>\r\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t<\/section>\r\n\t<!-- KEYFACTS END -->\r\n\t<!-- SOUS-MENU BEGIN -->\r\n\t<section class=\"sousmenu-container\">\r\n\t\t<div class=\"sousmenu-wrapper\">\r\n\t\t\t<div class=\"sousmenu-inner\">\r\n\t\t\t\t<nav class=\"sousmenu-nav\">\r\n\t\t\t\t\t<ul>\r\n\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t\t<li><a href=\"https:\/\/www.ieseg.fr\/en\/programs\/specialized-masters\/master-digital-marketing-customer-experience-management\/\"><span>Overview<\/span><\/a><\/li><li class=\"active\"><p><span>Program Content<\/span><\/p><\/li><li><a href=\"https:\/\/www.ieseg.fr\/en\/programs\/specialized-masters\/master-digital-marketing-customer-experience-management\/admission-fees\/\"><span>Admission &#038; Fees<\/span><\/a><\/li><li><a href=\"https:\/\/www.ieseg.fr\/en\/programs\/specialized-masters\/master-digital-marketing-customer-experience-management\/career-opportunities\/\"><span>Career Opportunities<\/span><\/a><\/li><li><a href=\"https:\/\/www.ieseg.fr\/en\/programs\/specialized-masters\/faq\/\"><span>FAQ<\/span><\/a><\/li>\t\t\t\t\t\t\r\n\r\n\t\t\t\t\t<\/ul>\r\n\t\t\t\t<\/nav>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t<\/section>\r\n\t<!-- SOUS-MENU END -->\r\n<\/div>\n\n\n<div class=\"wp-block-group block_modulable-container gray\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group block_modulable-wrapper\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group block_modulable-inner gray\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Program<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Master in Digital Marketing &amp; Customer Experience Management<\/strong> <strong>outlines the management and marketing essentials needed to become efficient marketing managers.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The program is offered on a full-time basis and consists of two (fast track) or three (regular track) academic semesters followed by an internship or master thesis semester. The second part of the third semester will be delivered in an asynchronous mode so students can start their capstone project in early September of the second academic year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The curriculum is developed around core courses and specialized courses in both Digital Marketing and Customer Experience Management. The program focuses on the fundamentals of doing business online helping students understand online consumer behavior, how to develop effective websites, how to optimize digital strategy and communication across various channels and how to integrate new innovation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The program helps students use new digital information systems and manage databases correctly to improve customer experience which will enhance the decision-making process and benefit the company.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group block_modulable-container\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group block_modulable-wrapper\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group block_modulable-inner gray\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Program structure<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>I\u00c9SEG&#8217;s Master in Digital Marketing &amp; Customer Experience Management<\/strong> <strong>is designed for students who are eager to live a multicultural and international experience, and offers two different tracks based on participants\u2019 academic background:<\/strong><\/p>\n\n\n\n<p class=\"has-ieseg-yellow-background-color has-background wp-block-paragraph\"><strong><span style=\"color: #fd9e00\">&gt;<\/span> Fast Track:<\/strong> Participants who have 4 years of higher education (4-year Bachelor, Master or &#8220;M1&#8221; validated by an official degree equivalent to at least 240 ECTS credits) may request exemption from the 3rd term.<\/p>\n\n\n\n<p class=\"has-ieseg-grey-background-color has-background wp-block-paragraph\"><strong><span style=\"color: #fd9e00\">&gt;<\/span> Regular Track:<\/strong> for all participants. Mandatory for participants who have 3 years of higher education (3-year Bachelor, Licence\/ &#8220;Bac+3&#8221;) validated by an official degree equivalent to 180 ECTS credits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>&gt; I\u00c9SEG reserves the right to admit candidates with a 4-year degree into the Regular Track depending on the quality of their application.<\/em><br><em>&gt; Due to a bilateral agreement between India and France, Indian students are required to take the Regular Track, regardless of the length of the Bachelor\u2019s degree obtained.<\/em><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" style=\"width: auto; max-width: 95%;\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/programs\/Schema-Structure-SpecializedMasters-EN.png\" alt=\"\" width=\"842\" height=\"350\"><\/figure>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n<section class=\"cours-container\"><div class=\"cours-wrapper\"><div class=\"cours-inner\"><h2 class=\"titre2\">Course Content<\/h2><p>The program is offered on a full-time basis and consists of two (fast track) or three (regular track) academic semesters followed by an internship or master thesis semester.<\/p>\n<p>Alongside the courses, the program offers various workshops and corporate events to further develop students\u2019 personal and professional skills. These cover a range of topics, from conflict management in cross-cultural environments to intercultural communication.<\/p>\n<div class=\"ects\"><p><strong>ECTS<\/strong><\/p><\/div><div class=\"cours\"><div class=\"cours-button\"><div class=\"arrow-button\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"28.692\" height=\"27.058\" viewBox=\"0 0 28.692 27.058\"><g data-name=\"Soustraction 1\" fill=\"currentColor\"><path d=\"M14.937 26.558a1.936 1.936 0 01-1.404-.61 2.196 2.196 0 01-.007-2.986l6.757-6.463.9-.862H2.494C1.376 15.637.5 14.711.5 13.53c0-1.163.898-2.108 2.002-2.108H21.192l-.9-.862-6.757-6.463a2.197 2.197 0 01.007-2.987c.374-.393.87-.609 1.396-.609.526 0 1.025.217 1.403.61l.006.007.006.006L27.61 12.046c.38.368.582.875.582 1.467v.032c0 .592-.201 1.099-.581 1.467L16.353 25.935l-.006.006-.006.006c-.378.394-.877.61-1.404.61z\"\/><path d=\"M14.937 26.058c.39 0 .76-.163 1.043-.457l.012-.013.013-.012 11.258-10.924c.354-.342.429-.79.429-1.107v-.032c0-.316-.075-.765-.43-1.109L16.005 1.482l-.013-.012-.012-.013A1.44 1.44 0 0014.938 1a1.42 1.42 0 00-1.034.454c-.6.63-.605 1.653-.014 2.29l6.747 6.454 1.8 1.723H2.502c-.828 0-1.502.721-1.502 1.608 0 .902.656 1.608 1.494 1.608H22.429l-1.8 1.723-6.747 6.454a1.69 1.69 0 00.011 2.287 1.44 1.44 0 001.044.457m0 1a2.438 2.438 0 01-1.765-.764 2.696 2.696 0 010-3.685l6.765-6.472H2.494C1.116 16.137 0 14.997 0 13.53c0-1.443 1.116-2.608 2.502-2.608h17.444L13.18 4.449a2.696 2.696 0 010-3.685A2.418 2.418 0 0114.938 0c.636 0 1.274.255 1.763.764l11.257 10.923c.49.472.734 1.116.734 1.826v.032c0 .71-.245 1.353-.734 1.826L16.701 26.294c-.489.509-1.127.764-1.764.764z\"\/><\/g><\/svg><\/div><div class=\"texte_button\"><h4>TERM 1<\/h4><p><strong>29<\/strong><\/p><\/div><\/div><div class=\"cours-detail\"><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Data Protection for (Digital) Marketeers<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Assess the legal implications of the <strong>General Data Protection Regulation (GDPR)<\/strong> for companies and marketers.<\/p><p class=\"competence\">Understand the regulatory challenges that managers face on a daily basis and develop effective decision-making processes at individual and collective levels.<\/p><p class=\"competence\">Assess legal decisions and dilemmas in digital marketing and use relevant tools to address them, including <strong>regulatory compliance programs<\/strong>.<\/p><p class=\"competence\">Understand how the legal system impacts digital marketing, in particular <strong>privacy and data protection laws<\/strong>.<\/p><p class=\"competence\">Be familiar with different proactive legal strategies to mitigate legal risks in the area of privacy and data protection laws.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Digital Marketing Strategy<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course provides an overview of the strategic particularities of digital marketing and helps students distinguish and understand the advantages of the various <strong>online communication channels<\/strong>.<\/p><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Formulate and implement a successful <strong>digital marketing strategy<\/strong>.<\/p><p class=\"competence\">Understand, analyze and select appropriate <strong>digital marketing tools<\/strong> for specific target segments.<\/p><p class=\"competence\">Identify the challenging aspects of <strong>measuring the effectiveness<\/strong> of online marketing actions.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Direct &#038; Email Marketing<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Understand the principles of <strong>direct marketing<\/strong> and its new trends.<\/p><p class=\"competence\">Grasp the process of developing, following up and measuring a direct marketing campaign: <strong>copywriting<\/strong>, testing, measuring and optimizing.<\/p><p class=\"competence\">Grasp the complementarity of online and offline channels for direct marketing.<\/p><p class=\"competence\">Understand the principles of <strong>targeting and segmentation<\/strong> and how both have been impacted by the Internet and the gathering of more customer information.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Social Media, Community Management &#038; Virtual Marketing<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Understand the various forms of <strong>social media<\/strong>, online communities and <strong>viral marketing<\/strong> activations.<\/p><p class=\"competence\">Grasp the fundamentals and best practices of social media management and advertising with a <strong>POEM approach<\/strong>.<\/p><p class=\"competence\">Integrate the transformational role of social media and <strong>influencers<\/strong> into marketing strategies and processes.<\/p><p class=\"competence\">Define and manage social media campaigns, from defining objectives and setting up KPI measurement to end-to-end optimization.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Consumer Behavior in a Digital World<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>Coming soon<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>CRM, Loyalty &#038; Customer Success<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Grasp the key concepts of <strong>customer relationship management<\/strong>, and more precisely customer loyalty and <strong>customer success<\/strong>.<\/p><p class=\"competence\">Understand the added value of relationship marketing for the company.<\/p><p class=\"competence\">Understand how to measure and manage customer loyalty and success.<\/p><p class=\"competence\">Understand the <strong>voice of the customer<\/strong> and be responsive to it.<\/p><p class=\"competence\">Know how to put in place a comprehensive <strong>customer loyalty program<\/strong> and measure its performance.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>CXM<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Understand the fundamentals of <strong>Customer Experience Management (CXM)<\/strong>.<\/p><p class=\"competence\">Optimize the customer journey using <strong>customer journey maps<\/strong>.<\/p><p class=\"competence\">Design, collect, integrate and present <strong>customer inputs<\/strong> to maximize business value.<\/p><p class=\"competence\">Make a business more <strong>customer-centric<\/strong>.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Customer Engagement<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>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 <strong>customer engagement<\/strong>. These technologies are not all CRM software per se, but rather ad hoc tools that can be used together to build a powerful <strong>e-CRM<\/strong>.<\/p><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Grasp the key concepts of digital customer engagement.<\/p><p class=\"competence\">Gain hands-on experience with the main tools used to develop an efficient digital relationship management strategy.<\/p><p class=\"competence\">Use <strong>customer data<\/strong> and transform it into actionable results in order to improve digital customer engagement.<\/p><p class=\"competence\">Distinguish the various communication channels of <strong>Internet marketing<\/strong> and understand their advantages and disadvantages.<\/p><p class=\"competence\">Understand the importance and the value-added consequences of behaving ethically.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>CRM &#038; Sales<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>Throughout the course, students learn to:<\/p><p class=\"competence\">Explore the pathway to sales results: how CRM and sales can collaborate effectively to drive sales performance.<\/p><p class=\"competence\">Devise realistic and measurable CRM sales goals: client retention, <strong>cross-selling<\/strong>, referral tracking, onboarding and <strong>key account management<\/strong>.<\/p><p class=\"competence\">Better plan and execute effective sales campaigns through <strong>integrated CRM systems<\/strong>.<\/p><p class=\"competence\">Use a SaaS solution such as <strong>Salesforce<\/strong> to reinvent the global customer experience and sales performance.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Introduction to Customer Intelligence<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>Marketers today have access to a tremendous and growing amount of <strong>customer information<\/strong>. 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 <strong>customer relationships<\/strong> can therefore greatly benefit every marketer, as it provides a basis for better decisions.<\/p><p>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:<\/p><p class=\"competence\">Spot opportunities to transform customer data into actionable results.<\/p><p class=\"competence\">Use customer data themselves to improve customer relationships through <strong>predictive modeling<\/strong>.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Sustainability &#038; Business Ethics<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course provides students with the knowledge and critical perspectives needed to address the <strong>sustainability<\/strong> and ethical challenges facing organizations in a rapidly changing global environment.<\/p><p>The first part of the course introduces major sustainability issues affecting businesses, including:<\/p><p class=\"competence\">Climate change<\/p><p class=\"competence\">Biodiversity loss<\/p><p class=\"competence\">Social justice<\/p><p class=\"competence\">Labor conditions<\/p><p class=\"competence\">Global supply chains<\/p><p>Students explore key concepts, frameworks, tools, and standards for assessing environmental, social, and governance (<strong>ESG<\/strong>) 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 <strong>sustainable development<\/strong>.<\/p><p>The second part of the course is devoted to program-specific applications tailored to the needs of each master&#8217;s program.<\/p><p>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.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Language Courses<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>Credited language courses for all levels are included in the program. French is mandatory for all non-French-speaking students.<\/p><p>Native French-speaking students can choose another language (Chinese, Spanish, German; list subject to change).<\/p><\/div><\/div><\/div><div class=\"cours\"><div class=\"cours-button\"><div class=\"arrow-button\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"28.692\" height=\"27.058\" viewBox=\"0 0 28.692 27.058\"><g data-name=\"Soustraction 1\" fill=\"currentColor\"><path d=\"M14.937 26.558a1.936 1.936 0 01-1.404-.61 2.196 2.196 0 01-.007-2.986l6.757-6.463.9-.862H2.494C1.376 15.637.5 14.711.5 13.53c0-1.163.898-2.108 2.002-2.108H21.192l-.9-.862-6.757-6.463a2.197 2.197 0 01.007-2.987c.374-.393.87-.609 1.396-.609.526 0 1.025.217 1.403.61l.006.007.006.006L27.61 12.046c.38.368.582.875.582 1.467v.032c0 .592-.201 1.099-.581 1.467L16.353 25.935l-.006.006-.006.006c-.378.394-.877.61-1.404.61z\"\/><path d=\"M14.937 26.058c.39 0 .76-.163 1.043-.457l.012-.013.013-.012 11.258-10.924c.354-.342.429-.79.429-1.107v-.032c0-.316-.075-.765-.43-1.109L16.005 1.482l-.013-.012-.012-.013A1.44 1.44 0 0014.938 1a1.42 1.42 0 00-1.034.454c-.6.63-.605 1.653-.014 2.29l6.747 6.454 1.8 1.723H2.502c-.828 0-1.502.721-1.502 1.608 0 .902.656 1.608 1.494 1.608H22.429l-1.8 1.723-6.747 6.454a1.69 1.69 0 00.011 2.287 1.44 1.44 0 001.044.457m0 1a2.438 2.438 0 01-1.765-.764 2.696 2.696 0 010-3.685l6.765-6.472H2.494C1.116 16.137 0 14.997 0 13.53c0-1.443 1.116-2.608 2.502-2.608h17.444L13.18 4.449a2.696 2.696 0 010-3.685A2.418 2.418 0 0114.938 0c.636 0 1.274.255 1.763.764l11.257 10.923c.49.472.734 1.116.734 1.826v.032c0 .71-.245 1.353-.734 1.826L16.701 26.294c-.489.509-1.127.764-1.764.764z\"\/><\/g><\/svg><\/div><div class=\"texte_button\"><h4>TERM 2<\/h4><p><strong>29<\/strong><\/p><\/div><\/div><div class=\"cours-detail\"><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Clickstream &#038; Web Analytics<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Understand the concepts, opportunities, limitations and added value of <strong>web analytics<\/strong> for companies with an online presence.<\/p><p class=\"competence\">Grasp the functionalities of <strong>Google Ads Search<\/strong>.<\/p><p class=\"competence\">Demonstrate understanding of and practical skills in SAS Web Analytics.<\/p><p class=\"competence\">Apply <strong>data mining<\/strong> tools (SAS Enterprise Miner) to advanced clickstream and web log analysis.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Data &#038; AI for Marketing<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Develop a solid understanding of why marketers need to embrace the <strong>Data &#038; AI<\/strong> revolution to drive a high-performing advertising strategy.<\/p><p class=\"competence\">Craft effective digital marketing strategies relying on data and artificial intelligence.<\/p><p class=\"competence\">Understand the key levers of a strong <strong>data strategy<\/strong> in digital marketing: measurement, activation, collection and privacy.<\/p><p class=\"competence\">Grasp the key concepts and cutting-edge trends of <strong>AI for advertising<\/strong>, and how they are reshaping digital advertising as a whole.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Marketing Performance &#038; ROI Optimization<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>To assess concretely their ability to evaluate the performance of online marketing campaigns, students use the <strong>SIMBOUND<\/strong> simulation game, which lets them evaluate the impact of their actions after each decision-making round.<\/p><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Grasp the key <strong>marketing metrics<\/strong> used to evaluate marketing performance online and offline: selecting them, setting objectives, prioritizing them and distinguishing short-term from long-term measurements.<\/p><p class=\"competence\">Understand what <strong>affiliate marketing<\/strong> is and how to use this technique to secure and optimize the ROI of an acquisition strategy.<\/p><p class=\"competence\">Understand how to build a periodic <strong>dashboard<\/strong> (periodicity, source, unit of measurement, mailing list, etc.) to track performance against objectives.<\/p><p class=\"competence\">Analyze the return on investment of the marketing budget and decide on corrective actions.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Omni-Channel Strategy<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Understand current consumer expectations and how <strong>omni-channel<\/strong> can influence their purchasing decisions.<\/p><p class=\"competence\">Understand the importance of managing the different channels in synergy and consistently with the overall retailer and brand strategy.<\/p><p class=\"competence\">Set the right combination of channels and implement gateways to improve the <strong>customer journey<\/strong>.<\/p><p class=\"competence\">Identify creative solutions that focus on <strong>customer experience<\/strong> rather than technology.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Search Engine Marketing<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Recommend a basic <strong>search engine optimization (SEO)<\/strong> strategy.<\/p><p class=\"competence\">Define, create, optimize and monitor a <strong>paid search<\/strong> strategy.<\/p><p class=\"competence\">Understand the basics of attribution.<\/p><p class=\"competence\">Understand the importance of <strong>search engine marketing (SEM)<\/strong> in digital advertising activities.<\/p><p class=\"competence\">Prepare for the Google Analytics certificate.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Website Design &#038; Development (UX, Coding)<\/h5><p><strong>3<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Understand the theoretical concepts of <strong>website design and development<\/strong>.<\/p><p class=\"competence\">Create an <strong>e-commerce<\/strong> project through all the necessary steps (animated mock-ups and specifications).<\/p><p class=\"competence\">Understand all e-commerce standards and adapt them to their own project.<\/p><p class=\"competence\">Audit the <strong>ergonomics<\/strong> of a website.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Web Store Development &#038; Mobile Apps<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Identify the main functionalities of a <strong>web store<\/strong>.<\/p><p class=\"competence\">Understand the web store development process.<\/p><p class=\"competence\">Justify technological choices (payment security).<\/p><p class=\"competence\">Create an <strong>e-commerce website<\/strong> using the open-source solution <strong>Prestashop<\/strong>.<\/p><p class=\"competence\">Understand all e-commerce standards and adapt them to their own website.<\/p><p class=\"competence\">Fully customize a Prestashop website (homepage, product page, list page, checkout process) and manage orders.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Customer Intelligence 1: Descriptive Analytics<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course introduces students to the basic principles of <strong>descriptive analytics<\/strong>. In this hands-on course, students learn how to describe, segment and visualize <strong>customer data<\/strong> in order to extract relevant business insights.<\/p><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Break down real-life business problems and propose innovative solutions using descriptive analytical methods.<\/p><p class=\"competence\">Run a basic descriptive analysis based on a company&#8217;s <strong>transactional database<\/strong> while building expert knowledge.<\/p><p class=\"competence\">Manage customer relationships successfully.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Customer Intelligence 2: Predictive Analytics<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course introduces students to the basic principles of <strong>predictive analytics<\/strong>. In this hands-on course, students learn how to use past information to predict future information about customers.<\/p><p>The course covers the following topics:<\/p><p class=\"competence\">Basic concepts and possible business applications.<\/p><p class=\"competence\">The <strong>predictive modeling<\/strong> approach: Sample, Explore, Modify, Model and Assess.<\/p><p class=\"competence\">The importance of <strong>data pre-processing<\/strong>.<\/p><p class=\"competence\">The most popular predictive modeling applications.<\/p><p class=\"competence\">The most popular <strong>evaluation metrics<\/strong>.<\/p><p>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.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Research Methods for Business<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course equips students with the knowledge and skills required to investigate complex organizational challenges through rigorous <strong>research methods<\/strong>. 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.<\/p><p>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&#8217;s program.<\/p><p>By the end of the course, students will be able to design and conduct methodologically sound research that supports <strong>informed decision-making<\/strong> in organizational and business contexts.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Career Program<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>The Career Program aims to help I\u00c9SEG students build and implement their <strong>career plan<\/strong> in line with their aspirations, skills and the socio-economic reality of the market.<\/p><p>The objective is to facilitate their integration into the <strong>job market<\/strong>, in an environment that allows them to develop personally and professionally.<\/p><p>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 <strong>coaching<\/strong> provided by the Career team for those who need additional support.<\/p><p>A cycle of thematic events fosters connections with companies and helps students build their <strong>professional networks<\/strong>. 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 I\u00c9SEG&#8217;s teaching and learning strategy.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Language Courses<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>Credited language courses for all levels are included in the program. French is mandatory for all non-French-speaking students.<\/p><p>Native French-speaking students can choose another language (Chinese, Spanish, German; list subject to change).<\/p><\/div><\/div><\/div><div class=\"cours\"><div class=\"cours-button\"><div class=\"arrow-button\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"28.692\" height=\"27.058\" viewBox=\"0 0 28.692 27.058\"><g data-name=\"Soustraction 1\" fill=\"currentColor\"><path d=\"M14.937 26.558a1.936 1.936 0 01-1.404-.61 2.196 2.196 0 01-.007-2.986l6.757-6.463.9-.862H2.494C1.376 15.637.5 14.711.5 13.53c0-1.163.898-2.108 2.002-2.108H21.192l-.9-.862-6.757-6.463a2.197 2.197 0 01.007-2.987c.374-.393.87-.609 1.396-.609.526 0 1.025.217 1.403.61l.006.007.006.006L27.61 12.046c.38.368.582.875.582 1.467v.032c0 .592-.201 1.099-.581 1.467L16.353 25.935l-.006.006-.006.006c-.378.394-.877.61-1.404.61z\"\/><path d=\"M14.937 26.058c.39 0 .76-.163 1.043-.457l.012-.013.013-.012 11.258-10.924c.354-.342.429-.79.429-1.107v-.032c0-.316-.075-.765-.43-1.109L16.005 1.482l-.013-.012-.012-.013A1.44 1.44 0 0014.938 1a1.42 1.42 0 00-1.034.454c-.6.63-.605 1.653-.014 2.29l6.747 6.454 1.8 1.723H2.502c-.828 0-1.502.721-1.502 1.608 0 .902.656 1.608 1.494 1.608H22.429l-1.8 1.723-6.747 6.454a1.69 1.69 0 00.011 2.287 1.44 1.44 0 001.044.457m0 1a2.438 2.438 0 01-1.765-.764 2.696 2.696 0 010-3.685l6.765-6.472H2.494C1.116 16.137 0 14.997 0 13.53c0-1.443 1.116-2.608 2.502-2.608h17.444L13.18 4.449a2.696 2.696 0 010-3.685A2.418 2.418 0 0114.938 0c.636 0 1.274.255 1.763.764l11.257 10.923c.49.472.734 1.116.734 1.826v.032c0 .71-.245 1.353-.734 1.826L16.701 26.294c-.489.509-1.127.764-1.764.764z\"\/><\/g><\/svg><\/div><div class=\"texte_button\"><h4>TERM 3<\/h4><p><strong>32<\/strong><\/p><\/div><\/div><div class=\"cours-detail\"><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>New Trends &#038; New Information Technologies<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course aims to highlight the most important emerging <strong>technological and societal trends<\/strong> 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 <strong>network architectures<\/strong> and their servers and clients, different kinds of connectivity, <strong>communication protocols and languages<\/strong>, and relevant hardware and software developments.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Innovation with Consumers<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>The objectives of the course are to:<\/p><p class=\"competence\">Give an overview of the differences between <strong>crowdsourcing<\/strong>, <strong>co-creation<\/strong> and collaboration with consumers.<\/p><p class=\"competence\">Understand the impact of online and social media on innovation management and consumer research.<\/p><p class=\"competence\">Trace the shift to emerging economies and show its impact on innovation and product management issues.<\/p><p class=\"competence\">Explain what <strong>structural collaboration<\/strong> and <strong>universal branding<\/strong> are about and how to use them in a day-to-day marketing management context.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Online Reputation Management<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Understand the concept of <strong>brand reputation<\/strong> and its impact on brand management and communication.<\/p><p class=\"competence\">Understand the challenges and opportunities of facilitated online and offline <strong>word of mouth<\/strong> (WOM) and its relation to brand image and brand reputation.<\/p><p class=\"competence\">Recognize the complexities of managing brand reputation across different channels.<\/p><p class=\"competence\">Implement a process to successfully manage <strong>online reputation<\/strong> and monitor it using software.<\/p><p class=\"competence\">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.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Customer Service &#038; Complaint Management<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Grasp the key concepts of <strong>customer service<\/strong> and <strong>complaint management<\/strong> (CSCM) and set up an efficient customer service system.<\/p><p class=\"competence\">Apply these complaint management concepts to professional dilemmas involving difficult customer situations.<\/p><p class=\"competence\">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 <strong>GDPR<\/strong>.<\/p><p class=\"competence\">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.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Data Analysis with Python<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course covers the basics of the <strong>Python<\/strong> programming language before quickly moving on to the daily tasks of a <strong>Data Analyst<\/strong>, giving students the opportunity to learn from real-life datasets.<\/p><p>By the end of the course, students should be able to:<\/p><p class=\"competence\">Write basic programs in Python.<\/p><p class=\"competence\">Conduct data exploration and visualization in Python.<\/p><p class=\"competence\">Scrape data using Python.<\/p><p class=\"competence\">Clean data using Python.<\/p><p class=\"competence\">Solve basic problems using <strong>machine learning<\/strong> techniques in Python.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Research Methods for Business<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course equips students with the knowledge and skills required to investigate complex organizational challenges through rigorous <strong>research methods<\/strong>. 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.<\/p><p>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&#8217;s program.<\/p><p>By the end of the course, students will be able to design and conduct methodologically sound research that supports <strong>informed decision-making<\/strong> in organizational and business contexts.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Entrepreneurship &#038; New Business Development<\/h5><p><strong>4<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course gives participants an in-depth understanding of <strong>entrepreneurship<\/strong>, new business development, and <strong>business plan<\/strong> writing.<\/p><p>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.<\/p><p>As part of an international and multicultural team, participants work on an operational business plan with one of two aims:<\/p><p class=\"competence\">The <strong>creation of a new venture<\/strong> (NVC track)<\/p><p class=\"competence\">The acceleration of new business for an already established SME (NBD track)<\/p><p>The course thus goes beyond theory: hands-on experience is gained through out-of-class <strong>fieldwork<\/strong> 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.<\/p><p>In doing so, participants acquire entrepreneurial knowledge and behaviors that support innovative solutions and new value creation.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Geopolitics for Business<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This course equips students with the analytical tools and strategic perspective to understand how <strong>geopolitical dynamics<\/strong> impact global business environments. Through an interdisciplinary approach, students explore the influence of <strong>political risk<\/strong>, international relations, and global power shifts on trade, investment, supply chains, and corporate strategy.<\/p><p>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 <strong>strategic planning<\/strong>, enabling responsible and resilient decision-making in complex international contexts.<\/p><p>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.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Mastering AI for Strategic Business Success<\/h5><p><strong>4<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>This is a modular, asynchronous course designed to give participants a comprehensive and integrated understanding of <strong>AI<\/strong> and its transformative impact on <strong>business strategy<\/strong>. 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 <strong>competitive advantages<\/strong>.<\/p><p>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.<\/p><p>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.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Leading for Creativity &#038; Design Thinking<\/h5><p><strong>4<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>Creativity is one of the critical components of an organization&#8217;s ability to survive and thrive in today&#8217;s competitive and dynamic markets. This course gives participants a rich understanding of how <strong>creativity<\/strong> can be fostered and managed in a work setting.<\/p><p>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 <strong>design thinking<\/strong> techniques and tools to lead teams through the creative journey.<\/p><p>Here are some of the questions we will address:<\/p><p class=\"competence\">How do creative ideas happen?<\/p><p class=\"competence\">How can we foster our creativity and the creativity of those around us?<\/p><p class=\"competence\">What are the paths of creative development of individuals who succeed in their creative endeavors?<\/p><p class=\"competence\">What are the implications for fostering and managing creativity in the workplace?<\/p><p class=\"competence\">What are the obstacles to creativity?<\/p><p class=\"competence\">What is the nature of creativity in teams and organizations?<\/p><p>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.<\/p><p>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.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Strategic People Management<\/h5><p><strong>4<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>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 <strong>performance management<\/strong>: what it is, what it is not, and what characterizes effective strategic performance practices.<\/p><p>Students will examine the challenges of defining and measuring performance accurately, and how to align performance indicators with broader strategic goals such as <strong>employee engagement<\/strong>, retention, and organizational growth. Throughout the course, they will work with a range of <strong>human resource management<\/strong> 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.<\/p><p>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.<\/p><p>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.<\/p><\/div><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Language Courses<\/h5><p><strong>2<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>Credited language courses for all levels are included in the program. French is mandatory for all non-French-speaking students.<\/p><p>Native French-speaking students can choose another language (Chinese, Spanish, German; list subject to change).<\/p><\/div><\/div><\/div><div class=\"cours\"><div class=\"cours-button\"><div class=\"arrow-button\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"28.692\" height=\"27.058\" viewBox=\"0 0 28.692 27.058\"><g data-name=\"Soustraction 1\" fill=\"currentColor\"><path d=\"M14.937 26.558a1.936 1.936 0 01-1.404-.61 2.196 2.196 0 01-.007-2.986l6.757-6.463.9-.862H2.494C1.376 15.637.5 14.711.5 13.53c0-1.163.898-2.108 2.002-2.108H21.192l-.9-.862-6.757-6.463a2.197 2.197 0 01.007-2.987c.374-.393.87-.609 1.396-.609.526 0 1.025.217 1.403.61l.006.007.006.006L27.61 12.046c.38.368.582.875.582 1.467v.032c0 .592-.201 1.099-.581 1.467L16.353 25.935l-.006.006-.006.006c-.378.394-.877.61-1.404.61z\"\/><path d=\"M14.937 26.058c.39 0 .76-.163 1.043-.457l.012-.013.013-.012 11.258-10.924c.354-.342.429-.79.429-1.107v-.032c0-.316-.075-.765-.43-1.109L16.005 1.482l-.013-.012-.012-.013A1.44 1.44 0 0014.938 1a1.42 1.42 0 00-1.034.454c-.6.63-.605 1.653-.014 2.29l6.747 6.454 1.8 1.723H2.502c-.828 0-1.502.721-1.502 1.608 0 .902.656 1.608 1.494 1.608H22.429l-1.8 1.723-6.747 6.454a1.69 1.69 0 00.011 2.287 1.44 1.44 0 001.044.457m0 1a2.438 2.438 0 01-1.765-.764 2.696 2.696 0 010-3.685l6.765-6.472H2.494C1.116 16.137 0 14.997 0 13.53c0-1.443 1.116-2.608 2.502-2.608h17.444L13.18 4.449a2.696 2.696 0 010-3.685A2.418 2.418 0 0114.938 0c.636 0 1.274.255 1.763.764l11.257 10.923c.49.472.734 1.116.734 1.826v.032c0 .71-.245 1.353-.734 1.826L16.701 26.294c-.489.509-1.127.764-1.764.764z\"\/><\/g><\/svg><\/div><div class=\"texte_button\"><h4>CAPSTONE PROJECT<\/h4><p><strong>30<\/strong><\/p><\/div><\/div><div class=\"cours-detail\"><div class=\"cours-detail-button\"><div class=\"plus-button\"><img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/plus.svg\" alt=\"\"\/><\/div><div class=\"texte_button\"><h5>Internship\/work experience or thesis\/consulting project<\/h5><p><strong>30<\/strong><\/p><\/div><\/div><div class=\"cours-intro\"><p>4- to 6-month internship or work experience anywhere in the world. Alternatively, students can opt for a consulting project or a thesis.<\/p><\/div><\/div><\/div><p><em>Please note that courses are subject to change; please check with the local contact if you have any questions.<\/em><\/p>\n<\/div><\/div><\/section>\n\n\n\n<div id=\"zoom-block_5f43da126dde1\" class=\"zoom\">\n    <!--ZOOM SUR STARTS -->\n    <section class=\"zoom-container\">\n        <div class=\"zoom-wrapper\">\n            <div class=\"zoom-inner\">\n                <div class=\"title\">\n                    <img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/zoom.svg\"\/>\n                    <h3>Zoom on\u2026 recognized industry certification<\/h3>\n                <\/div>\n                <p><p><strong>The Search Engine Marketing course gives students the opportunity to take the Google Analytics Certification, a recognized industry certification that will help students get the most out of digital analytics.<\/strong><\/br><\/br>To obtain the Google Analytics\u00ae certification, participants of the program will work in the Google Analytics accounts of international organizations to acquire real-time experience by analyzing and reacting to the data these companies accumulate.<\/br><\/br>In addition to the Google Analytics certification, students will have the opportunity to obtain other certificates such as Google Ads Search certification, Meta Digital Marketing Associate (Facebook &#038; Instagram ads) certification, LinkedIn Ads Certification, GDPR compliance certification, Salesforce certifications and Simbound certification. Moreover, students will also be confronted with leading technologies in the digital marketing &#038; CXM landscape such as Mention, Mailchimp, PrestaShop, Simbound, Python, IBM SPSS Statistics, Excel to name a few.<\/p>\n<\/p>\n            <\/div>\n        <\/div>\n    <\/section>\n    <!-- ZOOM SUR ENDS -->\n<\/div>\n\n\r\n<div id=\"devperso-block_5f43da236dde7\" class=\"devperso\">\r\n    <!--DEVELOPPEMENT PERSONNEL STARTS -->\r\n    <section class=\"devperso-container\">\r\n        <div class=\"devperso-wrapper\">\r\n            <div class=\"devperso-inner\">\r\n                <div class=\"title\">\r\n                    <img decoding=\"async\" src=\"https:\/\/www.ieseg.fr\/wp-content\/themes\/ieseg-2020\/dps-2020\/img\/pictos\/developpement-personnel.svg\"\/>\r\n                    <h3>Workshops and Corporate Events<\/h3>\r\n                <\/div>\r\n                <p><p>Alongside the courses, the program includes various workshops and corporate events to further develop your personal and professional skills. These cover a range of topics, such as conflict management in cross-cultural environments and intercultural communication.<br \/>\nOur Career Program helps participants to establish their professional career plan by working on their skills, personal strengths, and using networking tools to be prepared to meet recruiters\u2019 expectations internationally.<\/p>\n<p><a class=\"btn btn-transparent\" href=\"https:\/\/www.ieseg.fr\/en\/programs\/career-program\/\">Discover the <strong>Career Program<\/strong><\/a><\/p>\n<\/p>\r\n            <\/div>\r\n        <\/div>\r\n    <\/section>\r\n    <!-- DEVELOPPEMENT PERSONNEL ENDS -->\r\n<\/div>\r\n\r\n\r\n\r\n\r\n\r\n\n\n\n<div class=\"wp-block-group block_modulable-container gray\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group block_modulable-wrapper\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group block_modulable-inner gray\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">INTERNSHIP<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">During their internship, students are able to combine theories of management with hands-on experience and apply the cross-cultural skills they have developed at I\u00c9SEG.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customer Care Manager, CRM Intern, Digital Marketing Intern, Strategy Intern, Website Project Commissioner, Marketing Project Manager, Direct Marketing Specialist or Media Coordinator for example: the internship opportunities offered by the program at the end of the curriculum are multiple.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some companies which hire our interns: Fiat Chrysler, Leroy Merlin, Nike, AXA, Universal Music, Philips, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The internship can be undertaken in France or abroad. Most students have done their internships in France, in Europe or in Asia for example.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group block_modulable-container\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group block_modulable-wrapper\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group block_modulable-inner gray\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Corporate involvement in the program<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Companies are an integral part of the academic life of this Specialized Master.<\/strong> Throughout the program, students have the opportunity to meet and network with companies of all sizes on topics related to the master, such as conferences, in-class interventions, challenges or tailor-made recruitment. Partnerships may vary and new opportunities may be proposed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Examples of previous events organized:<\/strong><br><span class=\"chevron-orange\"><strong>&gt;<\/strong><\/span> Company presentation:&nbsp;<strong>L\u2019OR\u00c9AL <\/strong><br><span class=\"chevron-orange\"><strong>&gt;<\/strong><\/span> Conference&nbsp;\u201cDigital Marketing : how can you build powerful strategy?\u201d &#8211; <strong>NARRATIVE 4 \u2013 PROCTER &amp; GAMBLE &#8211; SMARKTIC<\/strong><br><span class=\"chevron-orange\"><strong>&gt;<\/strong><\/span> Company presentation and internship opportunities: <strong>LOUIS VUITTON&nbsp;<\/strong><\/p>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The MSc in Digital Marketing program is offered on a full time basis and the curriculum is developed around core courses and specialized courses in Digital Marketing and CRM. It also includes French or other foreign language courses.<\/p>\n","protected":false},"author":28,"featured_media":147141,"parent":17340,"menu_order":0,"comment_status":"open","ping_status":"open","template":"template-page-programs.php","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-17349","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Master in Digital Marketing program || I\u00c9SEG<\/title>\n<meta name=\"description\" content=\"Master in Digital Marketing program is developed around core courses and specialized courses in Digital Marketing and Customer Experience Management.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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