Digital Marketing [Master MKT]


Responsible: Catherine PAPETTI
Degree Secretarial Office: 


Objectives

This Marketing-sales course aims at developing skills which are necessary nowadays in the business world which is totally connected to the Internet and to digital and cell phone media. From now on, it is vital to design a marketing strategy by integrating the vision of the online branded content and by taking advantage of the possibilities offered by the web and or the cell phone in order to develop one's own market. Students are trained to use tools which allow them to be operational in creating digital marketing strategies within the companies.

The advantages of the training course

This training course which was created in 1975 benefits from a real recognition in the region and in France. It relies on a substantial network of socio-economic partners and on the expertise of professionals and qualified contributors. In order to adapt to the evolution of online connected jobs, to social networks and to cell phone strategies, this course is from now on oriented towards the digital world.

This course aims at training future professionals, an objective which is materialised by the fact that students do an internship. The teaching methods are focused on the most recent knowledge and aim at anticipating the very fast evolution of these professions. This course offers concrete career objectives such as to design an e-commerce website or to organise an online communication campaign.

It is to be noticed that this is the only university training course in digital marketing in the Provence Alpes Côte d'Azur region.

Skills

  • To study and analyse the e-consumers' behaviours
  • To manage social networks and the e-reputation of the brand
  • To design business models on the Internet
  • To manage customer relations with digital tools (e-CRM, S-CRM (social-CRM))
  • To advise and evaluate (economic models, e-Business, ICT strategy)
  • To design e-business and Marketplace platforms and to take part in their evolution
  • To manage digital communication campaigns (Display, SEO, SEM, SMO, Affiliation,…)
  • To design the company's cell phone strategy
  • To develop the content of the shopping website
  • To manage the Sunday strategy and the online delivery…  

Organisation of the training course

  • School days: Monday, Tuesday, Wednesday
  • Compulsory internship (from 4 to 6 months)
  • Capacity: 
    • Year 1: 30 students
    • Year 2: 35 students

 

Conditions

  • To have a three-year Higher Education diploma or an equivalent
  • To take an aptitude test in management: Score IAE Message, Tage-Mage, GMAT, GRE, SAT
  • Academic merit
  • Career objectives

The candidates declared eligible based on their application file take part in an interview.

Students who got these scores are automatically eligible and go for the interview:

  • SIM : 240/400
  • Tage-Mage : 350/600
  • GRE : 280/340
  • GMAT : 420/800
  • SAT : 1080/1600

Block Release Training and Continuing Education 

  • Candidates in continuing education(who interrupted their studies for two years, who are employees or in individual educational leave...) are requested to contact UNICE PROfor all requests for VAE/VAP and for application
  • Candidates in block release trainingare requested to contact BUSINESS RELATIONS

Costs

The tuition fees include:

  • National fees
    All students must pay national fees.
    The amount is set each year by the Ministry in charge of Higher Education, Research and Innovation.
    The exact amount of these fees is communicated by the ministry (and published on its website) in mid-July.
  • Specific fees
    The amount of specific fees depends on your registration scheme.

To find out whether you are enrolled in a Full-Time Education (FI), a Continuing Education (FC) or a Lifelong Learning (FP) programme, click on the following link: registration scheme

To know about the cost: click on the following link: training courses' cost

YEAR 1

SEMESTER 1 

CODE

Coef. (a)

ECTS (b)

COURSES

 TUTORIALS

Unit 1: Business environment    

6

Business ethics and corporate social responsibility

-

1

(2)

24h

-

Labour and commercial law

-

1

(2)

24h

-

International business

-

1

(2)

12h

-

Unit 2:Business strategy 

6

Strategic analysis and business models

-

1

(2)

24h

-

Strategic marketing

-

1

(2)

24h

-

Financial reporting

-

1

(2)

12h

-

Unit 3:Human Resources and organisation 

9

Human resources management

-

1

(3)

24h

-

Organisational behaviour

-

1

(3)

24h

-

Management of information and communication systems

-

1

(3)

24h

-

Unit 4: The founding principles of marketing and sales

9

Financial management of e-projects

-

1

(3)

24h

-

Marketing and sales law

-

1

(3)

24h

-

Analysis of the consumer's behaviour

-

1

(3)

24h

-

BONUS I optional: max +0.25 point on the average)

Sport

-

-

-

-

-

Student commitment

-

-

-

-

-

Innovation

-

-

-

-

-

Soft skills: Languages I

-

-

-

-

-

Soft skills: Personal development I

-

-

-

-

-

TOTAL SEMESTER 1

30

264h

-

 

SEMESTER 2 

CODE

Coef. (a)

ECTS (b)

COURSES

 Tutorials

Unit 5: Pre-specialisation in digital marketing

9

Digital social networks and marketing 

-

1

(3)

24h

-

Design of digital contents and computer graphics 

-

1

(3)

24h

-

Nimble marketing and technological innovation 

-

1

(3)

24h

-

Unit 6: Career objectives and research project

21

Methodology of the internship report 

-

1

(5)

6h

-

Oral presentation and argumentation techniques

-

1

(6)

6h

-

Professionalising assignment:

-

2

(10)

-

-

    • Internship or block release training

-

-

-

-

-

    • Internship or block release training report

-

-

-

-

-

BONUS II (optional: max +0.25 point on the average)

Sport

-

-

-

-

-

Student commitment

-

-

-

-

-

Innovation

-

-

-

-

-

Soft skills: Languages I

-

-

-

-

-

Soft skills: Personal development I

-

-

-

-

-

TOTAL SEMESTER 2

30

84h

-

TOTAL FIRST YEAR

60

348h

 

YEAR 2

SEMESTER 3 

CODE

Coef. (a)

ECTS (b)

COURSES

 Tutorials

Unit 7: Marketing strategy and digitisation

6

New business models and digitalisation 

-

1

(2)

24h

-

Web strategies and new customer behaviours

-

1

(2)

24h

-

Delivery Strategies, e-commerce and phygitalisation 

-

1

(2)

24h

-

Unit 8: Marketing and digital tools 

6

Website designing and digital ergonomics 

-

1

(2)

24h

-

Quality and quantity analysis in marketing and online 

-

1

(2)

24h

-

Community management

-

1

(2)

12h

-

Unit 9: Customer relations and targeting in web marketing

6

Nimble projects and buzz marketing 

-

1

(2)

24h

-

E-Customer Relationship Management

-

1

(2)

12h

-

Business ethics and marketing

-

1

(2)

12h

-

Unit 10: Big data marketing and digital analytics  

6

Web analytics, business intelligence and big data 

-

1

(2)

24h

-

Graphics and design applied to digital marketing 

-

1

(2)

24h

-

M-marketing and virtual reality 

-

1

(2)

12h

-

Unit 11: Big data marketing and digital analytics 

3

Search engine optimisation policy

-

1

(1)

12h

-

Mobile story-telling and film-making

-

1

(1)

12h

-

Brand content and 360° advertising 

-

1

(1)

12h

-

Unit 12: Marketing law

3

Marketing law

-

1

(2)

12h

-

Law and new technologies

-

1

(1)

12h

-

BONUS III (optional: max +0.25 point on the average)

Sport

-

-

-

-

-

Student commitment

-

-

-

-

-

Innovation

-

-

-

-

-

Soft skills: Languages II

-

-

-

-

-

Soft skills: Personal development I

-

-

-

-

-

TOTAL SEMESTER 3

30

300h

-

 

SEMESTER 4 

CODE

Coef.

ECTS (a)

COURSES (b)

 Tutorials

Unit 13: Career objectives and research project II

30

Methodology

-

1

(7,5)

6h

-

Internship battle

-

1

(7,5)

30h

-

Professionalising assignment:

-

2

(15)

-

-

    • Internship or block release training

-

-

-

-

-

    • Final dissertation

-

-

-

-

-

    • Viva of the dissertation

-

-

-

-

-

BONUS IV (optional: max +0.25 points on the average)

Sport

-

-

-

-

-

Student commitment

-

-

-

-

-

Innovation

-

-

-

-

-

Soft skills: Languages II

-

-

-

-

-

Soft skills: Personal development I

-

-

-

-

-

TOTAL SEMESTER 4

30

36h

-

TOTAL SECOND YEAR

60

336h


NOTA BENE :

(a)The "Coef. column": Averages (Units, Semesters, Years) are calculated based on the indicated coefficients.

(b)"ECTS" column: The ECTS credits indicated in parentheses only apply to students in outgoing or incoming mobility (Erasmus or other international partnership programmes). For students who are properly registered to a course leading to a qualification, the ECTS credits are attributed in the Units.

ROME Codes

  • M1705: Marketing Manager
  • E1101: Oganisation of multimedia websites 

Business sectors

Different types of structures: 

  • Industrial companies
  • Trade companies
  • Service societies
  • Distance selling companies
  • Specialised pure player or non pure player shops
  • Marketing consulting firms and digital communication,… 

Available types of jobs

Jobs related to strategy and web marketing and digital media management:

  • Digital marketing, e-business manager 
  • Digital communication manager
  • Web and cell phone product manager
  • Social media manager
  • Community manager
  • Brand manager
  • Online brand manager
  • Webmarketing Project Manager
  • E-marketing and e-CRM consultant
  • Traffic Manager
  • SEO expert
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