The MSc in Marketing specialized in Digital Marketing program is designed specifically to produce graduates with advanced but tailor-made knowledge in digital marketing tools. This MSc program is suitable for students who have previously studied marketing at their undergraduate level and/or for those who have worked in the field of marketing or with the social/digital media.
This program will equip students with the knowledge and understanding of both the traditional theories in marketing strategy as well as their application in the contemporary digital environment. The MSc in Digital Marketing prepares our students for top-level and new marketing positions such as social media manager, online brand or marketing manager, E-commerce manager.
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.
Please note that this list is not exhaustive and subject to change
This Digital Marketing master's degree will introduce you to the latest developments in digital and data based marketing being well grounded in current research and professional advances in these areas with courses as Web Marketing and Web Project Management, Social Media Marketing, or Mobile Marketing Strategy. It is particularly innovative and relevant to the ongoing changes in ICT and Internet platform developments.
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.
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 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.
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.
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?).
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.
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.
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.
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.
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 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.
The students in the MSc in International Management have to follow a Career Development Seminar, which is divided in 3 main sequences, and thus supporting the Msc students in their internship or job search strategies.
Future graduates will thus be prepared for a wide range of career opportunities, aimed at both general and niche positions such as:
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.