Training structure
Institute of Business Administration (IAE)
Presentation
This Master's degree offers dual expertise, combining digital innovation and marketing. Coming from backgrounds with a strong IT focus and/or an interest in the digital sector, students learn about the challenges and uses of these technological innovations in marketing and customer relations. With this dual expertise, graduates of the Master's in E-Marketing will have the necessary skills to: Manage customer relations (e-CRM, e-loyalty), Provide advice and expertise (e-business economic models, omnichannel strategy, customer journey), Design and develop e-commerce and marketplace platforms, Act as an expert in B2B and B2C markets, Have expertise in digital project management, and Manage digital communication campaigns (community management, display, SEO, SEA, affiliation, e-mailing, comparison sites).
Objectives
This unique 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 program's teaching methodology: teamwork, independence, problem solving, communication, and critical thinking. Classes and activities focus on active and experiential learning. There are strong synergies between the different tracks within the program, allowing for a high degree of course sharing and bringing students from different tracks closer together. In particular, the Disrupt Campus Montpellier program, an innovative educational initiative supporting the digital transformation of businesses (https://digi- talstudentchallenge.umontpellier.fr), is integrated into all four tracks of the program.
