Training Structure
Institute of Business Administration (IAE)
Overview
This Master’s program offers dual expertise that combines digital innovation with marketing. Coming from programs with a strong focus on computer science and/or with an interest in the digital sector, students learn about the challenges and applications of these technological innovations in the fields of marketing and customer relations. In line with this dual-skill approach, graduates of the Master’s in e-Marketing will have the expertise needed to: manage customer relationships (e-CRM, e-loyalty), provide consulting and expert analysis (e-business business models, omnichannel strategy, customer journey), Design and develop e-commerce and marketplace platforms; operate as an expert in both B2B and B2C markets; possess expertise in digital project management; and manage digital communication campaigns (community management, display advertising, SEO, SEA, affiliate marketing, email marketing, comparison sites).
Objectives
This unique approach offers a cross-disciplinary perspective on all subjects and places particular emphasis on the soft skills that form the foundation of the EM Master’s program’s pedagogy: teamwork, independence, problem-solving, communication, and critical thinking. Courses and activities prioritize active and experiential learning. There are strong synergies among the program’s tracks, allowing for extensive course sharing and fostering closer ties among students across the tracks. 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.
