Economics - Management, Sciences

Marketing and Data Analytics (MDA)

  • ECTS

    120 credits

  • Duration

    1 or 2 years

  • Training structure

    Montpellier Management

  • Language(s) of instruction

    French

Presentation

The Master's in Marketing and Data Analytics is a course at the crossroads of marketing and data analysis.

It trains managers capable of processing data and drawing up concrete proposals for action.

Read more
  • 100%*

    Success rates

Objectives

The Master of Marketing and Data Analytics prepares students for their integration into the professional world by enabling them to:

  • Develop strong marketing and organizational management skills
  • Acquire in-depth skills in understanding the market, the competition and translating them into marketing strategies
  • Acquire triple skills in Data Analytics: marketing, statistics (modeling) and computer programming (Python)
Read more

International dimension

At Montpellier Management, you have the opportunity to study abroad inone of 45 partner universities in 20 countries.

Discover all our international partner universities

Read the testimonials of our students who have gone abroad

Read more

Organization

Knowledge control

*Success rate in M2 2022-2023 (admitted / number of students with an average > 7)

Read more

Open on a sandwich basis

The Master 2 program can be completed on a sandwich course basis.

Read more

Internships, tutored projects

Find out more about the M1 internship on this page.

Find out all you need to know about M2 internships on this page.

Read more

Program

MASTER 1

SEMESTER 1 (30 ECTS)

UE1 - Developing/formalizing a marketing strategy (12 ECTS)

  • Strategic management (3 ECTS)
  • Strategic marketing (5 ECTS)
  • Digital literacy (4 ECTS)

UE2 - Developing market insights (13 ECTS)

  • Consumer behavior (5 ECTS)
  • Qualitative Methods (4 ECTS)
  • Quantitative Methods (4 ECTS)

UE3 - Mastering the marketing and sales environment (5 ECTS)

  • Marketing law (3 ECTS)
  • Business English (2 ECTS)

Optional EU

  • Student involvement

SEMESTER 2 (30 ECTS)

UE4 - Developing multi-channel customer relations (5 ECTS)

  • Customer strategy (3 ECTS)
  • Management of marketing and sales teams (1 ECTS)
  • Sales and negotiation (1 ECTS)

UE5 - Operationalizing your marketing strategy (6 ECTS)

  • Brand management (course in English) (3 ECTS)
  • Segmentation and positioning techniques (1 ECTS)
  • Digital marketing tools (2 ECTS)

EU6 - Supporting marketing decisions with statistical and programming skills (9 ECTS)

  • Introduction to marketing analytics (3 ECTS)
  • Customer analytics (3 ECTS)
  • Introduction to R and Python programming (3 ECTS)

UE7 - Integrating into professional life (level 1) (10 ECTS)

  • Cross-disciplinary seminar 2 - professional conferences (1 ECTS)
  • Professional Project 1: Challenge or Serious Game (1 ECTS)
  • Business English (2 ECTS)
  • Thesis (internship/research) (6 ECTS)

Optional UE

  • Sport
  • Student involvement

 

MASTER 2

SEMESTER 1 (30 ECTS)

UE1 - Mastering practical, theoretical and ethical marketing issues (8 ECTS)

  • New Perspectives in Marketing Research (4 ECTS)
  • Cross-disciplinary seminar 3 - Ethics and professional responsibility (2 ECTS)
  • In-depth study and research methodology (2 ECTS)

UE2 - Preparing data for decision-making (12 ECTS)

  • Introduction to Big Data and AI processing (2 ECTS)
  • Practical use of data analysis software (4 ECTS)
  • Advanced SQL and Python programming (6 ECTS)

UE3 - Adapting actions to a professional context (10 ECTS)

  • Data visualization and storytelling with data (3.5 ECTS)
  • Data challenge (2 ECTS)
  • Project management (2 ECTS)
  • Creativity and new product development (2.5 ECTS)

Optional EU 

  • Student involvement

SEMESTER 2 (30 ECTS)

UE4 - Deciphering the digital ecosystem as part of a marketing strategy (8 ECTS)

  • Advanced digital marketing (4 ECTS)
  • Text mining (2 ECTS)
  • Advanced digital analytics (2 ECTS)

UE5 - Developing customer relationships through data science and marketing analytics (10 ECTS)

  • Marketing Modeling (2 ECTS)
  • Multidimensional statistics (4 ECTS)
  • Advanced customer analytics (4 ECTS)

UE6 - Formalizing and adapting data analytics (12 ECTS)

  • Master 2 thesis (8 ECTS)
  • Professional project/research (4 ECTS)

Optional UE 

  • Sport
  • Student involvement
Read more

Select a program

  • Master your marketing and sales environment

    5 credits
    • Performance management

      3 credits21h
    • Business English

      2 credits15h
    • Marketing law

      3 credits21h
  • Develop market insights

    13 credits
    • Cross-disciplinary seminar 1 - professional conferences

      1 credits6h
    • Quantitative Methods

      15h
    • Qualitative Methods

      4 credits15h
    • Consumer behavior

      5 credits21h
    • Quantitative Methods

      4 credits21h
    • Qualitative Methods

      9h
  • Drawing up/formalizing a marketing strategy

    12 credits
    • Strategic Marketing

      5 credits21h
    • Digital culture

      4 credits21h
    • Strategic management

      3 credits18h
  • Optional

    • Spanish S1

      15h
    • German S1

      15h
    • Optional sport

  • Supporting marketing decisions with stats expertise

    9 credits
    • Customer analytics

      3 credits21h
    • Introduction to marketing analytics

      3 credits21h
    • Introduction to programming with R and Python

      3 credits21h
  • Developing multi-channel customer relations

    5 credits
    • Management of marketing and sales teams

      1 credits12h
    • Distribution and merchandising

      2 credits18h
    • Customer strategy

      3 credits21h
  • Integrating into professional life (level 1)

    10 credits
    • Cross-disciplinary seminar 2 - professional conferences

      1 credits12h
    • Business English

      2 credits15h
    • MASTER 1 INTERNSHIP THESIS

      6 credits3h
    • Professional project 1: Challenge or Serious Game

      1 credits12h
  • Operationalize your marketing strategy

    6 credits
    • Brand management

      2 credits18h
    • Digital marketing tools and analytics

      2 credits12h
    • Segmentation and positioning techniques

      1 credits12h
  • Optional

    • German S2

      15h
    • Optional sport

    • Spanish S2

      15h

Admission

Access conditions

To find out more about the requirements for admission to the Master of Marketing and Data Analytics program, click here.

Read more

How to register

See registration details on this page.

Read more

And then

Professional integration

  • Marketing Analyst
  • CRM Analytics Manager
  • Digital Analyst
  • Marketing Data Expert
  • Data Analyst
  • Marketing Research Manager
  • Marketing analytics consultant
Read more