2-Year MSc in Data Science for Marketing

Program Overview

The 2-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 in methodologies, programming, and applications. It includes expert talks, case studies, hackathons, and an internship/work experience component. Graduates are prepared for specialist careers in marketing analytics, data science, and digital transformation.

Program Outline

Degree Overview:

The 2-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 company databases, and data mining hackathons. The program aims to equip students to understand Industry 4.0 trends, utilize data science and algorithms to solve marketing problems, and master structured and unstructured marketing data, identifying KPIs and their value in digital transformation and corporate strategy. Key topics 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, 26-month (maximum) Master of Science degree taught in English, on the Paris campus, with a September 1st start date and 30 available places. It's a face-to-face program with a 4-6 month internship/work experience component and 465 hours of total training. The program is not accessible via Validation of Acquired Experience (VAE). Entry level is BAC +3, BAC +4.

Outline:

The program is divided into two years.

Year 1 (Nantes):

Focuses on general management. The first semester covers advanced management courses including Financial Analysis, Management Control, Strategic Management, Entrepreneurial project & business plan, Business Simulation, Customer Experience & Branding, Financing an International Project, Managing and leading a Team, Cyber Security, a foreign language, and Sport. The second semester includes 10 courses in ecological and social transition management (at Ecole Gaia by Audencia), covering topics such as Ecology and biodiversity, Climate science for business, Geopolitical strategies of energy and technology, Impact finance, Nature inspired innovation & marketing, Strategizing and ethical challenges, Spreading impact, Consulting project for sustainable business, Introduction to research methods, a foreign language, and Sport. An optional internship in France or abroad is available during July-August. Students with a BAC+4 can directly enter Year 2.

Year 2 (Paris):

Specializes in Data Science for Marketing. Courses include 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. The year concludes with a 4-6 month internship or work experience in France or abroad and a Master's Thesis. Students with a 4-year undergraduate degree can directly join Year 2.

Assessment:

The program uses continuous monitoring, written exams, and a final dissertation.

Teaching:

The program uses a mix of theoretical and practical sequences (face-to-face or distance learning), including business simulations, case studies, and interactive lessons.

Careers:

Graduates are prepared for specialist careers such as Marketing analyst, Marketing data scientist, Marketing analytics consultant, Data scientist, CRM specialist, Web and Social Media Analyst, Data processing architect, Consumer insights manager, E-commerce analyst and consultant, Business analyst, and Digital transformation and AI manager (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 (37,000 alumni and 7,200 students from 100 nationalities) with numerous events and communities. The Knowledge Hub offers support for documentary research, database consultation, and bibliographic formatting. The program leads to a Visé BAC+5 degree (RNCP 37936, Niveau 7), a Master of Science, with 120 ECTS credits. Audencia is committed to accessibility for students with disabilities.