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.
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)
International dimension
At Montpellier Management, you have the opportunity to study abroad inone of 45 partner universities in 20 countries.
Organization
Knowledge control
*Success rate in M2 2023-2024 (admitted / number of students with an average > 7)
Open on a sandwich basis
The Master 2 program can be completed on a sandwich course basis.
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.
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
Select a program
Master 1
Master your marketing and sales environment
5 creditsPerformance management
3 credits21hBusiness English
2 credits15hMarketing law
3 credits21h
Develop market insights
13 creditsCross-disciplinary seminar 1 - professional conferences
1 credits6hQuantitative Methods
15hQualitative Methods
4 credits15hConsumer behavior
5 credits21hQuantitative Methods
4 credits21hQualitative Methods
9h
Drawing up/formalizing a marketing strategy
12 creditsStrategic Marketing
5 credits21hDigital culture
4 credits21hStrategic management
3 credits18h
Optional
Supporting marketing decisions with stats expertise
9 creditsCustomer analytics
3 credits21hIntroduction to marketing analytics
3 credits21hIntroduction to programming with R and Python
3 credits21h
Developing multi-channel customer relations
5 creditsManagement of marketing and sales teams
1 credits12hDistribution and merchandising
2 credits18hCustomer strategy
3 credits21h
Integrating into professional life (level 1)
10 creditsCross-disciplinary seminar 2 - professional conferences
1 credits12hBusiness English
2 credits15hMASTER 1 INTERNSHIP THESIS
6 credits3hProfessional project 1: Challenge or Serious Game
1 credits12h
Operationalize your marketing strategy
6 creditsBrand management
2 credits18hDigital marketing tools and analytics
2 credits12hSegmentation and positioning techniques
1 credits12h
Optional
Master 2
Admission
Admission requirements
To find out more about the requirements for admission to the Master of Marketing and Data Analytics program, click here.
How to register
And then
Professional integration
- Marketing Analyst
- CRM Analytics Manager
- Digital Analyst
- Marketing Data Expert
- Data Analyst
- Marketing Research Manager
- Marketing analytics consultant