MSc in Digital Marketing & Data Science

emlyon business school

Program Description

MSc in Digital Marketing & Data Science

emlyon business school

Become the new generation of marketing technologists

The internet and advances in digitalization and social networking are transforming how companies interact with customers and partners. The specialization in Digital Marketing and Data Science provides participants with strategic and analytical skills to successfully guide companies’ strategies in a digital world that is overflowing with data on customers, products, and interactions.

The MSc in Digital Marketing & Data Science is designed to grow a new generation of leading marketing specialists – digital savvy professionals that can benefit from an explosive growth of online technologies to develop business.

The program pedagogy uniquely combines a strong academic background in business studies, marketing, data analysis and strategy with an in‐depth and specific digital knowledge in online video, mobile, viral, social media, and data-driven marketing. As a student, you will also have the possibility to learn the latest innovations from major players like Google, Facebook, Amazon, Twitter, Netflix, and other greatest technology companies or discover the benefits and challenges faced by the main companies.

This program focuses on digital marketing and data analytics, which includes business analytics (with advanced Excel and Tableau Software), coding (R and Python), database access (SQL), data science and machine learning with Python. You will be able to manage the coming technological and algorithmic disruptions in marketing, instead of being made redundant by them.

Digital marketing management with competencies in data science + Understanding online consumer behavior + Digital skills extended to expertise in the visual + Analytics for digital metrics + Online content management + Coding in a business environment = Addressing the need of companies of all size, activity sector and profile to recruit marketing & data-literate managers trained for the digital future

During the first semester, the focus is on the fundamentals of digital marketing and about becoming proficient in data analytics. The second semester covers strategy, value-intensive processes in digital marketing and data analytics and the third semester opens specializations and training in a professional and international context (Asia).

“Digitalisation is one of the answers to the ever-growing developments in technologies and it allows companies to evolve rapidly and consistently across the globe. Offering this new ‘Digital Marketing & Data Science’ program is an excellent response to companies’ growing digital demands. We are already working closely with emlyon business school’s teams to develop projects with the students and we are happy to support you.”Olivier Brouhant//Chief Executive Officer//AMARIS

“The application of big data in the marketer profession is crucial and is without a doubt the field of application in which our clients most expect graduates to be ready trained and operational. More than ever, we will need to call on these dual competencies. So it is a pleasure to support the initiative of this new course.” Josiane Gain//Director of University Relations//IBM France

Fast Facts

  • The unique format combining 2 essential disciplines of digital marketing & data science
  • The opportunity to develop your specialization after solid fundamentals courses
  • Based in Paris with a learning trip to Boston + 1 semester in Shanghai
  • The expertise of the data r&d institute
  • The prestigious Conférence des Grandes Ecoles MSc label for a new innovative program
  • Entirely taught in English
  • Yearly intake: September


First Semester in Paris

  • Digital marketing
  • Web content strategy
  • Principles of user experience design
  • Web Analytics and Programmatic Advertising
  • Business analytics: advanced Excel and SQL
  • Python coding boot camp
  • Statistics for market research using R

Second Semester in Paris

  • Store digitalization
  • Strategizing: new online business models
  • Consumer behavior and identity in a digital world
  • Ethics in a data-driven world
  • Data science and text mining for marketing analytics with Python
  • CRM, data platforms & marketing automation
  • Data visualization
  • Machine Learning & business cases using Python
  • CRM, data platforms and marketing
  • Data visualization
  • Machine learning and business cases using Python

Third Semester in Shanghai

During this last academic semester, you will have the opportunity to choose your specialization (in digital marketing or data science), participate in a project for a company and enlarge your horizons with Asian perspectives.

Asia plays a key role in all major activity sectors. Learning from Asian-based companies, working on projects involving the Asian business environment, developing specific insights are key to successful business dynamics and global understanding of digital disruptions, opportunities, and management.

During your time on emlyon business school's Shanghai campus, you receive first-hand perspectives on the challenges and opportunities companies face in the region.

You will get some specific courses to discover the local environment and develop related fundamentals:

  • Asian business environment
  • Mandarin Chinese courses (starting on e-learning mode before your departure from France)

Specialization courses

You will take the courses related to your specialization choice and select 3 out of the 4 following offer:

  • Social Media and Mobile Marketing in Asia
  • Business analytics for Big Data with Watson
  • Introduction toE-Commerce in Asia
  • Data science and robotics inChina

Company project

The company project, which is an integral part of the curriculum, provides you with a tangible setting, allowing you to enter your internship or first job with solid experience. Working on a business project in China will help you to:

  • Put your newly acquired academic knowledge into practice
  • Gain first-hand experience of working on a tangible project while benefiting from the comfort of a supporting structure,
  • Learn intercultural skills, navigate different businesses and cultural environments,
  • Build a network (with local alumni, students and partners contacts)

A few examples of historical projects including data science and digital marketing scope: Foreign market entry strategy & digital plan |Ecommerce communication |Development of emarketing strategy | Development of social media strategies |Customer relationship management | Identifying platforms an industry operator must be on to succeed in the Chinese digital landscape …

Company projects with emlyon business school in Shanghai included recently diverse firms such as AccorHotels Greater China, Asics, Club Med, GL Events, Kering Group, Oakley, Puma…

Learning trip

Get the most of Boston environment

The learning trip in Boston will be scheduled in the week November 24- November 30. You will have the opportunity to attend seminars in local renowned Universities, catch a glimpse of the massive offices of some of the most notable digital marketing companies and visit the most important worldwide digital start-ups accelerator "Mass Challenge"to experience the city's blossoming adtech sector.

This learning trip is a unique opportunity to discover how and why Boston is a privileged spot to innovate and create value. It also leads you to grasp the impact of the economic environment on business practices. Last but not least, it is also a way to start developing your international network.

Plannedagenda :

  • Start-ups and companies’visits
  • Campuses discovery (MIT, Harvard, other universities)
  • Conferences related to digital marketing & data science with local partners & experts
  • Friendly time withemlyon business school local community including alumni based in the area

Get to know how to choose the job you want

Upon completing the MSc in Digital Marketing & Data Science, you will become accomplished digital marketing professionals, able to manage and innovate in a data‐rich business environment. You will be well‐prepared to work in a sales or marketing department of startups and major brands in business to consumer or business to business environments. You will also fit the requirements of advertising agencies looking for marketing professionals knowledgeable about multichannel communication, consulting firms managing the digital transformation of their clients, as well as digital media and technology companies looking for managers with a strong business background who are also familiar with their trade.

The skills developed with the program open large horizons as all companies are now challenged by data and digital disruptions.

The MSc in Digital Marketing & Data Science will prepare youfor specific positions and job titles related to the program’s fields, with target positions in marketing and business updated to the digital era such as :

  • Digital marketing manager
  • Marketing product manager
  • Head of digital solutions
  • Digital project manager
  • Data analyst
  • Business intelligence analyst
  • Digital analyst
  • Consultant in digital strategy
  • Consultant or project manager in digital transformation
  • Social media manager
  • Online media planner
  • Web project leader

“We want to maintain and strengthen our long collaboration with emlyon business school going forward, in particular by supporting your MSc in Digital Marketing & Data Science. One of our two founders is a graduate of the school. This connection has never wavered and has strengthened year after year. Each year we recruit several students from emlyon business school. They fit with our identity and our technical needs. We are happy with all of them. We are convinced that we will continue to develop together with emlyon business school by recruiting and training the young talents that our industry needs, both in France and internationally.” Guillaume Floquet// Chief People Officer//1000 mercis group

“We already appreciate the excellent quality of the training courses given by emlyon business school, which is one of our main partner schools. Digitalization has a strong impact on our vehicles and on our customers and so we are interested in integrating new competencies relating to data processing and management. We look forward to working together with you to bring closer our future recruitment plans and this new program offering.” Guy Bravais // HR Expertise Department // Volvo Group France

“The MSc in Digital Marketing & Data Science that emlyon business school meets a real need for us. Visiativ is a fast-growing business and its current challenge is to recruit young talents with a “dual competency”, business and digital, capable of bringing a real plus for our clients to support their transformation. This type of profile is not sufficiently present today and it is clearly a limiting factor for our development. The application of big data in the marketer profession is crucial and is without a doubt the field of application in which our clients most expect graduates to already be trained and operational.” Olivier Blachon // Executive Director Business Development // Visiativ

Placement statistics

Naturally, no statistics are available relating to recent graduates as the programme is new. But you can refer to emlyon business school employability averages for our other Master’s programmes. Taking experience and historical data into account, you could reasonably expect:

  • employment rates of 90% within 6 months
  • a minimum average salary of €40/45k based on graduate salaries over the last few years for our MSc in programs
  • geographic location : worldwide, with generally 70 % in France for the first job upon graduation, mostly in Paris

Admission Process

The first step of the admission process is your online application, which you can access through your personal space (program dashboard).

Selection sessions run from November to August.

Applications are currently closed for the 2018 intake. All key dates for the next intake will be provided soon.

Admission is based on the following elements:

  • A Bachelor’s degree in any field. Please note: 3-year Bachelor's degree may be accepted for excellent profiles, including French Bac +3
  • Official Management Aptitude Test Score: GMAT, GRE, TAGE MAGE, CAT (optional - more info can be found on the FAQ document)
  • English Proficiency test (optional)

We remind you this program is fully delivered in English. Therefore, English full proficiency is required for you to be admitted, follow courses and efficiently interact with the other members of the cohort. For the Admission Process, your English level will be evaluated taking into consideration 3 different fundamentals:

  • Examination of all written and redactional elements within the application file.
  • The Video Interview
  • Potential Face to face or Skype interview, if the Admission Board requires it.

Video exercise

While filling out your application, you will be asked to record a video of yourself using an online platform. Your video will be submitted to the jury directly.

The video complements your online application and aims to increase understanding of what your motivations and career objectives are, and discover more about your personality, interests, and experience.


Tuition Fees for the 2018 intake: 24,000 euros

Pricing is for the 2018 intake. All indicated fees include tuition, enrolment fees and lifelong membership of emlyon business school forever alumni network.

Application fees: €120

Up to 60% Guaranteed Scholarships from emlyon business school

As a socially responsible organization, emlyon business school helps students finance their MSc in Digital Marketing & Data Science by offering guaranteed scholarships between 10% and 60% to qualifying students. If you are eligible for one of these scholarships, you will not be required to make a specific financial aid request – you will simply need to download the qualification certificate and attach it to your application.

This school offers programs in:
  • English

Last updated October 10, 2018
Duration & Price
This course is Campus based
Start Date
Start date
Sept. 2019
3 semesters
Full time
24,000 EUR
2018 intake
France - Lyon, Auvergne-Rhône-Alpes
Start date : Sept. 2019
Application deadline Request Info
End date Request Info
Sept. 2019
France - Lyon, Auvergne-Rhône-Alpes
Application deadline Request Info
End date Request Info