Master of Science in Digital Marketing & CRM Programa

Empower your innovative mindset to boost digital and CRM strategies!

  • Format

    2 semestres + prácticas profesionales

  • Languages

    Inglés

  • Location

    Lille

  • Fees

    16.500€

  • Intake

    Septiembre

  • Credits

    90 ECTS

Acreditaciones

Programa

La Maestría en Digital Marketing & CRM es un programa de un año completo enseñado en Inglés, que ofrece una oportunidad única para fortalecer tanto sus conocimientos en Marketing Digital como en CRM (Customer Relationships Management), Administración de las relaciones con los clientes.

El programa se ofrece a tiempo completo y consta con 2 semestres consecutivos de clases (septiembre a mayo) seguidos de una experiencia profesional (a partir de junio).

A la luz de los cambios traídos por internet, el programa se centra en los fundamentos de los nuevos negocios en línea ayudando a los estudiantes a comprender el comportamiento del consumidor en línea, cómo desarrollar sitios web efectivos, cómo optimizar la estrategia y la comunicación digital a través de varios canales y cómo integrar una nueva innovación.

El programa ayuda a los estudiantes a utilizar nuevos sistemas de información digital y administrar bases de datos correctamente para mejorar las relaciones con los clientes, lo que en consecuencia mejora el proceso de toma de decisiones y beneficia a la empresa.

Contenido del programa

ECTS

Marketing and Management Essentials

13

Offline and Online Marketing Research Methods & Online Panels

2

This class aims to help students conduct marketing/business research ethically and well to make better Marketing and business decisions. Marketing research is becoming increasingly important in the decision-making processes of firms in all industries. Most major marketing decisions made by large manufacturers and service firms are based, at least in part, on the results of marketing research. Only those managers with a solid understanding of research are able to use it effectively.

Brand Communications

2

The objectives of this course are to help students understand the strategic dimensions of brand management in a cross channel environment. At the end of the course, students should be able to manage a brand portfolio in coherence with the strategic objectives of the firm and its competitive position. Students should be able to understand:

Understand the importance of good marketing communications in branding;

Define and analyze both traditional and contemporary (i.e., modern) brand communication tools and strategies;

Apply the acquired insights to create appropriate and creative brand communication strategies in reaction to or in anticipation of internal or external factors that may influence the company;

To develop an integrated and creative marketing communication plan.

Innovative Project Management

2

The objectives of the course are to help students understand the importance of design thinking and agile philosophy when managing project in a digital environment. At the end of the course students should be able to:

To understand and apply the key design thinking and agile methodology principles.

To define in a macro manner the key steps and organization to deliver a digital project following these methodologies

To describe the benefits and why using these methodologies for digital topics

To recognize which tools/methods should be used at which step of their project life cycle to ensure design thinking and agile approach.

Business Ethics and Managerial Behavior

3

Understand the global context of business, key issues for business activity, as well as business’ social and environmental impact;

Develop a strategic, proactive vision that reflects social and environmental concerns while emphasizing competitive advantage, corporate value creation, innovation, and leadership;

Apply theory to practice by emphasizing how global businesses can potentially contribute to the creation of positive social change and to the development of a sustainable future.

Understand the importance of ethics in marketing;

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

New trends and New Information Technologies

2

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 discuss 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.

Career Program

2

Our 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’ expectations internationally.

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

Build a professional career plan;

Identify personal skills and accumulated experiences (e.g., Master experience);

Adapt professional tools (e.g., CV, LinkedIn) to the local market;

Develop an accurate representation of their professional profile;

Use personal networking to better identify professional opportunities;

Gain insight into techniques and tools to find a job or an internship in France or abroad;

Build self-awareness of personal vocations and interests.

Learn more about the Career Program

Digital Marketing

29

Consumer Behavior in a Digital World

2

This course covers basic concepts and research results from marketing and the social sciences. They are examined with the goal of enabling marketers to better understand online customers and meet their needs. The class aims to answer the emerging questions such as: what are online shoppers external (demographic, social interaction etc.) and internal (personality, motivation, emotion etc.) influences? How do people make online purchasing decision? How do they appreciate their shopping experience? What are the various online spending trends in different retail sectors?

Omni-Channel Distribution

2

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).

Web Site Design & Development (UX, coding)

2

Website design & development theoretical concepts.

Create an E-commerce project with all the necessary steps (animated Mockups 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 ergonomy.

Web Store Development and Mobile Apps

2

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, listpage, checkout process) and be able to manage the orders.

Digital Marketing Strategy

2

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.

Search Engine Marketing

2

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).

Direct & E-Mail Marketing

2

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.

Data Marketing – Programmatic Advertising

2

Develop a solid understanding of why Marketers need to embrace the Data & Programmatic Advertising revolution.

Be able to craft powerful digital marketing strategies relying on Data & Programmatic Advertising.

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

Master the key concepts of Programmatic Advertising and how it fits into the online display ecosystem and how this is reshaping digital advertising as a whole.

Social Media Marketing

2

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.

Innovation Through Social Media and Gamification

2

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 & 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;

Mobile Marketing

2

To understand the significance to consumers of their mobile device

To understand the importance of digital mobile company presence

To understand the benefits of different kinds of mobile apps and games, and understand the circumstances under which each kind is useful

To be able to situate and integrate a mobile strategy in an overall (digital) marketing strategy.

Online Reputation Management

2

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.

Clickstream and Web Analytics

3

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

Marketing Performance & ROI Optimisation

2

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 optimise the ROI of your acquisition strategy.

Understand how to create a periodic dash board (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

Customer Relationship Management

18

CRM and CSR in Business to Business

2

Explaining how CRM, sales and lead generation can collaborate effectively in B2B environments

Learning ways of integrating effectively B2B Marketing, sales and customer relations in a CRM system understanding key objectives and metrics.

Understanding ways of using activity-based CRM analytics to measure and optimize B2B activities.

E-CRM

2

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 CRM; hence the name E-CRM. These Internet technologies are not all CRM software per se, but rather ad hoc tools that can be utilised together for powerful e-CRM.At the end of the course, students should be able to:

Master the key concepts of electronic/digital Customer Relationship Management.

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 relationships.

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.

CRM and Loyalty Programs

2

Course objectives:

Understand what is at stake and the key steps to develop efficiently customers’ loyalty

Organize a system to listen to the voice of the customer and be responsive to it

Carry out a satisfaction barometer, complete a satisfaction matrix and if needed understand what corrective actions could be taken

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

Customer Service & Complaint Management

2

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.

CRM and Sales

2

Course objectives:

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.

Introduction to Analytical CRM

2

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 behaviour, complaining behaviour, 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.

Customer Intelligence 1: Descriptive Analytics

2

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.

Customer Intelligence 2: Predictive Analytics

2

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.

Data Analysis with Python (Course by Le Wagon)

2

This course will cover the basis of the Python programming language and will quickly dive into the daily tasks of a Data Analyst and give students the opportunity to learn from real-life datasets. At 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 maching learning techniques in python.

Hands-on experience

30

Internship or work experience, thesis, or consulting project

30

4-6 month internship or work experience, thesis, or consulting project anywhere in the world

Entrepreneurship Addendum*

30

5 courses and a collaborative project:

30

*Students holding a 3-year Bachelor degree (< 210 ECTS) as their highest-level degree prior to entering the Master of Science program that wish to receive the state-recognized Master degree on top of their MSc degree, will have to successfully complete an additional semester on Entrepreneurship. This is linked to the fact that a state-recognized Master degree in France requires participants to accumulate at least 300 ECTS, Bachelor degree included. As the standard Master of Science represents 90 ECTS, the School organizes a one-semester “Entrepreneurship Addendum” of 30 ECTS to enable all enlisted students to achieve the required 300 ECTS. The cost of this additional semester equals 4.500€ extra.

Technology Entrepreneurship & New Business Development

Creative Business Modelling

Design Thinking

Innovation Management

Entrepreneurial Funding

Clases de francés

Clases de francés

Clases de francés se incluyen en el programa MIB para todos nuestros estudiantes internacionales. Es obligatorio para todos los estudiantes que no hablan francés.

Zoom sobre… la clase de Clickstream y Web Analytics

La clase Clickstream y Web Analytics brinda a los estudiantes la oportunidad de tomar la certificación Google Analytics, una certificación reconocida de la industria que ayudará a los estudiantes a aprovechar al máximo la analítica digital.

Además de obtener la certificación de Google Analytics, los participantes del programa trabajarán en cuentas Google Analytics de organizaciones internacionales sin fines de lucro para acumular experiencia en tiempo real mediante el análisis y la toma de decisión frente a los datos que estas compañías acumulan.

Los estudiantes se dividirán en grupos y se les asignará una organización para analizar una cantidad significativa de datos antes de presentar sus recomendaciones. En el camino, a los estudiantes se les enseñarán las mejores prácticas para integrar la data analytics en los esfuerzos de marketing actuales, para comprender las métricas clave (key metrics) y dominar las funcionalidades avanzadas de Google Analytics para comprender el valor agregado de los análisis web para las empresas con presencia en línea.

Talleres y Eventos Corporativos

Junto con las clases, el programa incluye talleres adicionales y eventos corporativos para desarrollar aún más las habilidades personales y profesionales de los participantes. Abarcan una serie de temas como la gestión de conflictos en entornos interculturales y la comunicación intercultural.

Nuestro «Career Program» ayuda a los participantes a establecer su plan de carrera profesional mediante un análisis de sus habilidades, fortalezas personales y el uso de herramientas de redes de networking para que estén preparados y cumplan con las expectativas de los reclutadores a nivel internacional.

Descubre el Career Program

INTERNSHIP

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 IÉSEG.

Big Data Engineer, Customer Data Analyst, Data Analyst, Data Architect, Data Quality Engineer, Data Science Researcher, Data Scientist, Online Marketing Analyst, Performance Analyst or Pricing Intelligence Analyst for example: the internship opportunities offered by the program at the end of the curriculum are multiple.

Some companies which hire our interns: Trivago, Accenture, Teradata, Honda Europe, Bombardier, KBC, Materialise, Pipecandy, McAfee, CapGemini, Allianz, Sodexo, BNP Paribas, Bloomon, Auchan, AXA, etc.

The internship can be undertaken in France or abroad. Most students have done their internships in Europe or in Asia for example.

Partnerships

Con 9000 colaboradores en 42 países, Lyreco es el líder europeo y el tercer actor líder mundial en la distribución de productos y servicios para el entorno laboral. Como multi-especialista y experto, Lyreco cubre 4 temas primordiales para hacer que el ambiente de trabajo sea un espacio de desempeño empresarial: eficiencia de las personas, personas conectadas, seguridad de las personas y bienestar de las personas en el lugar de trabajo. Ser socio de la Maestría en Marketing Digital y CRM ayuda a Lyreco a colaborar y a incorporar nuevos talentos en línea con sus nuevos requisitos en términos de marketing al cliente (customer marketing) y habilidades de marketing digital (digital marketing skills). A través de esta colaboración, Lyreco puede proponer a los estudiantes y graduados de IÉSEG diversas misiones y trabajos a gran escala geográfica.

Stevy MATTON, Global Digital & Omnichannel Director

Contacto general

Pauline POUPARD