Master of Science in Marketing
Specialization: Digital Marketing

Why a MSc in Digital Marketing at IUM?

With a strong practical learning approach, the MSc in Digital Marketing has been designed to fulfill the needs of the high growth market of the Web2.0. This program, entirely taught in English, will bring you more than the knowledge required to perform well in this industry. This Master of Science will guide you to acquire the specific mindset to adapt in this daily evolving environment. The theoretical basis taught by highly qualified faculty will be supplemented by practical learning through fieldtrips, lectures, internships and individual projects thanks to several partnerships with renowned companies..

Eveline Setiawan, Indonesian, current MSc in International Marketing student

"Digital Marketing is a very interesting field of work because of its rapidly evolving knowledge. The courses delivered at IU M are practical to apply and keep following the latest trend that occurs in the market. And the most important thing is the lecturers are practitioners in their field, they deliver more than just knowledge to the students but also their experience.
The thing I enjoyed the most in IUM is the Networking Events, where students can meet managers and even CEOs of well known companies. This is an unvaluable experience. "

Some of the Courses offered in the MSc in Digital Marketing

History of the Internet

The internet has changed our lives. From the 60s where computers were seen as giant calculators to 2012, this course will explore how the idea of a giant network appeared and how researchers and military computer experts made it the most important communication channel our days. Exploring the history of some key players who created Arpanet, BBN, TCP/IP, world wide web, email, students will be driven into the origins of the internet, from a single experimental network to a network of networks linking millions of computers, phones, tablets, televisions and soon fridges, cars, bikes worldwide.
This course will also focus on how technology is influenced by cultural and social factors and how it also influences our world today.

Web Marketing and Web Project Management

This course aims to present online media planning and key concepts of online communication, to appreciate how the use of different online communication channels can be optimize in the business environment. Advertising, affiliation programs, email marketing, online PR, multichannel marketing will be studied and each group will have to build a strategic media plan in accordance with their project.
Case studies will complete this course in order for student to analyze effective campaigns.

Search Engine Marketing

Students will be introduced to the key concept of tracking and analytics and how they can build knowledge of online customer behavior and campaign effectiveness, in order for them to monitor, analyze and interpret web channel data and make right decision in their marketing operations. Studying history and features of search engines will help understand how SEM is #1 priority in web marketing. Students will be driven into Search Engine Optimization key concepts and technics, as website and semantic optimization, and will have to apply them to their project in order to drive traffic and track visitors behavior. Search Engine Advertising course will let student discover Google Adwords and how to optimize paid-traffic campaigns.

Social Media Marketing

Social media changed the way customers interact with brands and companies. As it works best when integrated with other components of a company's marketing, students will be taught how to use it to drive potential customers to company's website, but also in conjunction with traditional advertising medium. This social media marketing course will help student not only to implement social media into their marketing plan but also to understand social media prospective and evolution. A part of this course will be dedicated to recruitment and ereputation.

Mobile Marketing Strategy

The objective of the mobile marketing strategy course is to provide students with tools and methods that will help future decision-makers with their strategic choices concerning mobile marketing. Students will be able to analyze situations and offer tailor-made solutions to their future clients or inside their own company. The first part will be descriptive: we will analyze the mobile market and its specific aspects such as suppliers, clients and their evolution over the past four years. The second part will be a team effort. In small groups, we will analyze real situations and offer relevant value propositions. The last part will focus on applied project methodology by creating mobile solutions such as small applications and webapps, QR codes, and NFC which could revolutionize the mobile market in the coming years.

Digital Law

This course aims at describing the present status of legal regulation concerning the economy of the Internet. It covers elements of international regulation that it compares with national legal systems, mostly U.S. and French, while also using examples from other jurisdictions. In particular, the course introduces into the law of intellectual property, the law of communication, and the cyberlaw (law of internet) by exploring topics such as Human Rights Standards and Internet, Consumer Protection and Internet, E-commerce and electronic contracting, E-commerce and consumer protection, Internet Domains and Cybersquatting, Cyberlaw in the European Union, Protection of Intellectual Property and Internet, Cybercriminality, ICANN and Litigations and Political Aspects of Internet.

Web Strategy & Business Models

Most of what is known in traditional economy has been widely questioned, or even completely destroyed, by internet. The disintermediation of value chains, the acceleration of commercial exchanges, the importance of brand sociology, flash sales methods, the transformation of products into services, the permeability of borders, the abundance and volatility of offers... All these phenomenas make digital markets hardly accessible to those who still use 20th century management tools. In this course, we will explore first the main principles distinguishing digital from traditional economy. We will work then on the importance of two-sided or multisided markets, and in particular the economy of gratuity. We will then move forward with the extension of models of monetization enabled by the web today. Finally, we will try to suggest a new approach on a digital company’s creation of value and added value for its clients, insisting on the notion of ecosystems and "closed gardens". For each key point we will use a recent case study, allowing the students to understand the underlying mechanisms and the practical impacts (for ex. Why Diablo III is in competition with iTunes? Why la FNAC is not one of Amazon’s competitor?).

WebDesign & Ergonomics

In this course, students will learn how to minimize user frustrations while using a product or software and why it’s mandatory for websites and products to implement a user-centered design approach. Several techniques for rapidly prototyping and evaluating multiple interface alternatives will be taught -- and why rapid prototyping and comparative evaluations are essential to excellent interaction design. You’ll learn by concrete examples how to conduct field studies with real end-users that will help you get design ideas. Making paper prototypes and low-fidelity mock-ups that are interactive will enable you to use these designs to get feedback from all project stakeholders such as your teammates, clients, and users. You’ll learn principles of visual design to effectively organize and present information with your interfaces. You’ll learn principles of perception and cognition that inform effective interaction design.
In many cases, we’ll use Web design as the anchoring domain and many examples will come from the Web.

...To Practice

At the end of the academic year, the applied research project or the internship offer students the opportunity to apply the theory gained in the courses and to further develop their interests and competencies in a chosen field of specialization.

In their internship search, students are supported by all IUM faculty members and by the IUM Career Office, that provide them with information and guidance on the marketing job market places and help them throughout the year to carefully prepare their applications in these competitive markets.

Anchored in the IUM teaching philosophy, most of the Digital Marketing courses combine the rigorous theoretical approach of IUM professors with the concrete views of Marketing professionals.

Throughout the year, renowned marketing experts come at IUM to share their view on digital markets trends, forecasts or on the innovation:

Frank Ferront

Franck Ferront is a project director at Ausy. He has a Bachelor in computer science and a Master of Science in ergonomics. He worked as a usability specialist for 12 years, starting by doing research on interfaces of web application. He continued designing websites for a broader audience. In 2007, he joined Sophia Antipolis community as User Researcher and User Experience Specialist. He recently moves on mobile and tablet user interface design, leading a group of usability experts. Active member of the usability groups, Franck created a professional association named Les Ergonautes. He also chair a Usability course in Nice LP iMash.

Sophie Gironi

Strategy & Web Marketing Consultant, Sophie Gironi started her own business in 2009, after a 10-year experience in startups, high tech and communication companies. Since then, she helps medium and large companies in building strong online strategies and achieving their goals through web marketing campaigns. Teaching webmarketing at Nice University since 2007, she's also a Social Media and Web Marketing Speaker. Co-founder of RivieraCube, an association dedicated to innovation and digital business, she organizes several professional events in Southern France.

Marie-Cécile Cervellon

Dr Cervellon received her PhD in Management and Marketing from McGill University in Montreal, Canada . She also graduated from Paris IX-Dauphine University (Master in Research) and ESCP Europe (Master in Management-Grandes Ecoles). She is professor in Consumer Behavior Sciences and Marketing at the International University of Monaco. She published articles in major academic journals such as the International Journal of Research in Marketing, the Journal of Business Research and the Journal of Cross Cultural Psychology. Her research papers were presented at major conferences worldwide. Previous to her academic career, she had 8 year experience as brand manager in Sara Lee Corporation.

Phillipe Méda

Senior Consultant and CEO at MERKAPT, a consulting and training agency, Philippe helps startups and blue chips company to deploy and implement innovative technologies as fast-growing businesses. He holds a Ph.D in Biotechnology and an MBA.

Nicolas Teboul

Nicolas first graduated as an engineer in embedded systems from Polytech'Nice-Sophia Antipolis and immediately worked at IBM on real-time location systems. After a successful experience in a technical environment, he decided to switch to a more marketing job position at Red Bull which was penetrating the French market at that time. In this new position, Nicolas was in charge of marketing operations and networking. These experiences, in addition to an entrepreneurial spirit, led him to integrate an MBA program in San Francisco. Coming back from United-States full of entrepreneurial energy, he launched the startup Azur Mobile. Azur Mobile is a company specialized in building custom mobile app solutions for iPod Touch, iPhone, iPad, Android Mobile, Android Tablets, Windows 7 and Kindle Fire.

Germain Bos

Before being President of CreaFeel, Germain Bos has been Southern Europe & Benelux Regions Director at TradeDoubler. TradeDoubler is an international performance-based digital marketing company founded in Sweden in 1999 specialized in Affiliate marketing, Display and performance-based online campaigns and Search management.

Marcus Galdia

Marcus Galdia has been Adjunct Professor of Law at the International University of Monaco since 2005. Marcus is author of a book entitled Legal Linguistics published in 2009. His teaching activities comprise public and private international law. The Marcus's research interests cover also issues of cyberlaw (law of internet) by exploring topics such as Human Rights Standards and Internet, E-commerce and electronic contracting, Internet Domains and Cybersquatting, Protection of Intellectual Property and Internet, Cybercriminality, ICANN and Litigations and Political Aspects of Internet.

Careers for the MSc in Digital Marketing Students

Marketing strategies and tools have drastically evolved in the last decades due to globalization and to the advent of the Web2.0 technologies.


In order to fulfill these new company needs, the Master of Science in Digital Marketing equips students with the skills and competencies required to be operational in a web marketing department or in a web marketing agency.

Future graduates will thus be prepared for a wide range of career opportunities, aimed at both general and niche positions such as:

• Online Marketing Manager
• Community Manager
• Webmaster
• Web Designer
• Online Marketing Director
• Online Promotions Manager
• Online/Interactive Media Buyer
• Online/Interactive Media Planner
• Search Engine Marketer
• SEO Specialist
• Web Content Manager
• E-commerce Project Manager

A unique student’s career guidance In their search of the most suitable career, students will benefit from the IUM Career Services & Corporate Relations Office’s guidelines and support. Students also play central roles in discussion forums, seminars, and workshops throughout the year that provide exceptional opportunities to meet with successful leaders and develop an international network.