ECTS
60 credits
Duration
1 year
Training structure
Institute of Business Administration (IAE)
Presentation
This Master's degree combines expertise in digital innovations and marketing. Coming from courses with a strong IT content and/or with an appetite for the digital sector, students learn about the challenges and uses of these technological innovations in marketing and customer relations.
Objectives
The holder of a Master's degree in e-Marketing will have the necessary expertise to: manage customer relations (e-CRM, e-fidelization), provide advice and expertise (e-Business economics, omnichannel strategy, customer experience), design and develop e-commerce and Marketplace platforms.
Know how to act as an expert on B to B and B to C markets.
Have expertise in digital project management, and Manage digital communication campaigns (Community management, display, SEO, SEA, affiliation, e-Mailing, comparators).
Keywords: SEO, SEA, Community Management, e-CRM, customer experience and journey, digital challenge, AI, Big Data.
Know-how and skills
This original positioning offers a cross-disciplinary approach to all subjects, and places particular emphasis on the soft skills that form the basis of the EM Master's pedagogy: teamwork, autonomy, problem-solving, communication and critical thinking. Courses and activities are designed to be active and experiential. Synergies between the courses in the program are very strong, enabling a broad sharing of courses and closer links between students from different courses. In particular, the Disrupt Campus Montpellier program, an innovative pedagogical program designed to support the digital transformation of companies(https://digitalstudentchallenge.umontpellier.fr), is integrated into the 4 courses in the specialization.
Program
Admission
Access conditions
Candidates are recruited on the basis of a portfolio and an interview.
Preference is given to dual-competency recruitment, i.e. the Master's program favors students who do not come from tertiary courses in Management (e.g. recruitment from scientific or technological courses, engineering, IT, graphic design, sport, law, economics, psychology, etc.).
Recruitment focuses on the student's professional project. Motivation for digital innovation and previous experience in the web sector are key factors in assessment. This program is offered as an apprenticeship, under a professionalization contract, as part of continuing education and as an initial training program. The pace of courses is the same for all students, with class periods alternating with in-company periods.
Doctoral studies are also possible as part of the double degree program with the Research and Study in Management (REM) master's degree.