1-Year MSc in Data Science for Marketing

Program Overview

The 1-Year MSc in Data Science for Marketing at Audencia bridges the gap between theory and practice, equipping students with the skills to analyze data and make informed marketing decisions. Through a blend of methodologies, practical skills, and applications, the program prepares graduates for careers in marketing analysis, data science, and digital transformation, where they can leverage data to solve modern marketing problems.

Program Outline

Degree Overview:

The 1-Year MSc in Data Science for Marketing at Audencia prepares students for data analysis and marketing decision-making roles. The program balances theoretical knowledge with practical skills, structured around methodologies (machine learning, deep learning, psychometrics), practical skills (programming in R and Python, XLstat, SPSS), and applications (recommendation systems, appetence models, automated customer segmentation). The curriculum includes expert talks, real-life case studies using partner databases, and data mining hackathons. The program aims to equip students to understand Industry 4.0 trends, resolve modern marketing problems using data science and algorithms, and develop a thorough understanding of structured and unstructured marketing data, identifying key performance indicators (KPIs) and their value in digital transformation and corporate strategy. Key topics covered include descriptive, predictive, and prescriptive analytics; consumer experimentation and psychometry; MIS; machine learning; big data and AI for marketing. The program is a full-time, 14-month (maximum) Master of Science degree taught in English at the Paris campus. It has 30 places available and requires a BAC +4 entry level. A 4-6 month internship or work experience is included. The program offers a total of 408 hours of training.

Outline:

The program's curriculum includes the following courses: Strategic Marketing, Transforming Consumer Behavior, Sustainability, Innovation and Impact in a Finite World, Databases and Marketing Information Systems (MIS), Algorithmic Marketing and the MarTeck Stack, Economic Intelligence, Managerial Statistics for Data Science, Machine Learning for Marketing, Marketing Analysis and Consumer Psychometrics, Big Data and AI for Marketing, Predictive Analytics, Incidental and Prescriptive Marketing Analysis and Reporting, Website and Social Media Analytics, and a Data Science Consulting Project or Digital Analytics Consulting Project. In addition to coursework, the program includes a 4-6 month internship or work experience in France or abroad, providing real-world professional experience. A Master's thesis allows for in-depth study of a chosen topic related to the MSc.

Assessment:

The assessment methods include continuous monitoring, written exams, and a final dissertation.

Teaching:

The program uses a combination of theoretical and practical teaching methods, including face-to-face and distance learning, business simulations, case studies, and interactive lessons.

Careers:

Upon completion, graduates can pursue careers as marketing analysts, marketing data scientists, marketing analytics consultants, data scientists, CRM specialists, web and social media analysts, data processing architects, consumer insights managers, e-commerce analysts and consultants, business analysts, and digital transformation and AI managers (marketing focused).

Other:

Audencia provides career support services to help students with internships, CVs, cover letters, and other professional development needs. The school boasts a large alumni network of 37,000 graduates and 7,200 students from various nationalities, offering networking opportunities and events. The program also includes access to Audencia's Knowledge Hub, which provides support for documentary research, database consultation, and bibliographic formatting. The school is committed to accessibility for students with disabilities. The program leads to a Grade Master, Visé BAC+5 degree, with RNCP number 37936 and 60 ECTS credits. After completing the MSc, students can pursue the Agile Manager Certificate.