Master’s degree

Master’s degree in Performance Marketing & Digital Strategy IA

As a Digital Strategy Manager, learn how to monitor the performance of your strategies and exploit the levers of digital marketing and artificial intelligence to optimise their results.

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1st year postgraduate, 3rd year undergraduate

Work-study

September

24 months

Lyon, Paris

This course is accessible to people with disabilities.

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Résumé
Programme
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Certification
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Master’s degree

Reasons to do this programme

In the age of data and artificial intelligence, digital marketing is no longer limited to the deployment of isolated campaigns. It has become a science of global performance, driven by data and leveraged by artificial intelligence. Companies are looking for a new generation of strategists capable of designing complex marketing ecosystems, managing all the levers of acquisition, conversion and retention, and making informed decisions to generate sustainable growth. This programme was born of this observation: the critical need for experts who master both the omnichannel strategic vision and the AI tools that accelerate it – not as a gadget, but as a genuine performance driver.

What are the training objectives?

The mission of the IA Marketing Performance and Digital Strategy programme is to train the architects of digital growth.

Unlike an approach focused on operational control of the data chain, this course trains you to become a decision-maker and driver of overall performance. You will learn to audit complex ecosystems, build omnichannel marketing plans and intelligently orchestrate acquisition, conversion and retention levers. The aim is not to turn you into a data scientist, but into an augmented strategist: a professional capable of using generative and predictive AI as a co-pilot to diagnose issues, validate strategic hypotheses and maximise the return on investment of the recommendations made.

By the end of this professional qualification, students will be able to design, manage and optimise high-performance omnichannel marketing strategies in the age of artificial intelligence.

What are the key skills developed during this training?

Carrying out an audit of a digital ecosystem and formulating actionable strategic recommendations
Define and plan an omnichannel marketing strategy and its budget allocation
Manage complex acquisition campaigns (SEO, SEA, Social Ads) and analyse their performance using advanced tools (GA4, Looker Studio)
Integrating Generative AI (prompt engineering, content creation) and Predictive AI (churn models, LTV, advanced segmentation) into marketing processes
Implement a culture of conversion optimisation (CRO) based on data and A/B testing
Manage projects using the Agile method and lead multidisciplinary teams

What profile are you looking for for this programme?

This programme is designed for analytical and results-oriented minds who enjoy structuring thinking, defining strategic direction and using AI to innovate. We’ll give you the keys to becoming a leader capable of designing and driving high-performance marketing strategies in the age of artificial intelligence.

This course is for you:

if you want to think strategy before you think tool
if you are fascinated by the impact of AI on the future of marketing and convinced that it represents a decisive competitive advantage
if you aspire to a leadership role, able to answer the question, “Where are we going and how can AI get us there faster?”

Which campuses offer this course?

Paris

Lyon

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the courses

What are the courses in AI Marketing Performance & Digital Strategy?

Learn how to develop an effective sales strategy, convert customers and build loyalty with the IA Performance Marketing & Digital Strategy course. The course covers the following topics:

60 ECTS credits – 455h

Certification course: Shopify ecosystem
Social media project
Digital strategy
E-commerce strategy
Inbound marketing
WordPress
Introduction to UX-UI
Community Management
Copywriting

E-commerce project management
Web law
News & digital culture magazine
Brand platform
SEA and SEO
Webanalytics and KPIs
Budgeting
Performance measurement and data visualization
Managerial stance

The Grande Compet’
Students work in multi-disciplinary teams. They work on a customer brief presented by a real brand to address an acquisition or loyalty issue.

The courses are given by way of example and may vary to better meet the needs of the market and certification.

60 ECTS credits – 455h

Certification course: Google ecosystem
Digital project management ( Agile method)
Conversion strategy / UX design
Performance measurement and analysis
Acquisition strategy and growth hacking
Relationship marketing
User paths
Societal transformations
Supply Chain – logistics

Digital audit
Loyalty strategy
Marketing automation
Customer relations
Cross-media
Regies, audience and media performance
Marketplace
Masterclass

The “For Good” pro project
Which service or product? To meet what need? For which target? How should it be positioned?
The students form mixed groups from different specialities to create their own fictitious
start-up.

The courses are given by way of example and may vary to better meet the needs of the market and certification.

Teaching methods

Lectures, seminars, case studies, conferences, competitions, team work

Teaching Resources

Digital library, teaching area (Boostcamp), career area (Matchup), personal messaging,
technical support (hepdesk)…

Various assessment methods are used for this specialisation:

Individual case study in the form of a professional dossier or in a group with a recommendation to be submitted
Group project management simulation and individual assessment

A period of in-company professional development is also required during the course.

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Learning on the job

Professional experience

The IA Performance Marketing and Digital Strategy programme is a professionally-oriented course that gives you the opportunity to put the knowledge and skills you learn on the course directly into practice during work placements in companies. By the end of the course, you will have a thorough understanding of the mechanisms of online sales and digital strategy.

How does a work-linked Master’s programme work?

In the Master’s programme, the average work-study pattern over the 2 years is one week in the classroom and two weeks in the company.

What work-linked training contracts are available?

2 types of contract: apprenticeship contract or professional training contract.

How long does a work-linked training contract last?

The duration of the contract must be equal to the duration of the training course that the apprentice is preparing to take in order to obtain the qualification.

Will the school help me find a work-linked training scheme?

Yes, our teams offer CV coaching, access to a network of over 10,000 companies, job postings and job dating.

Find out more

Paris

on hold

Lyon

on hold

Companies that recruit our students

What career opportunities are there after this course?

There are many and varied career opportunities after completing this course. You can choose to work for advertisers, IT services and engineering companies, pure players, e-commerce agencies or digital communications agencies.

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Your future jobs :

Head of Digital Strategy

Digital Marketing Manager

Marketing & AI Project Manager

Digital Transformation Consultant

Acquisition & CRM Manager

international

Can I study abroad?

This programme does not include study periods abroad. However, for students on initial courses, it is possible to undertake work placements abroad.

admission process

How do I apply for this course?

A quick and easy online admissions process

Preparing your application and applying online

Examination of the application and invitation to the admission tests

Tests and interview with the jury

Results received within 5 days after the tests

Completion of online registration

Have completed 180 ECTS (level 6, Bachelor’s degree or equivalent)

In the field of communications, digital marketing or the media

Successful completion of the Sup de Pub entrance exams

Discover the tests

These prerequisites may be offset by equivalent professional experience in communication, graphic design or audiovisual functions (VAPP procedure).

Completion of 240 ECTS (BAC+4 or equivalent)

In the field of communications, digital marketing or the media

Successful completion of the Sup de Pub entrance exams

If you are enrolling on a 1-year course, you must have work experience in a company in the marketing or communications sector before you can join the course.

These prerequisites may be offset by equivalent professional experience in communication, graphic design or audiovisual functions (VAPP procedure).

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Certification

What certification is awarded
by the IA Marketing Performance & Digital Strategy programme?

This programme delivers the state-recognised RNCP level 7 certification “Digital Strategy Manager“.
RNCP Code 37793 | Diploma Code 16×32014 | Registered on 19 July 2023 for a period of 3 years.
Awarded by Sup de Pub on all its campuses.

Certification skills blocks :
1 – Defining a brand’s digital strategy
2 – Organising the operational implementation of the digital project
3 – Deploying the brand’s digital project
4 – Steering and managing the performance of the project
5 – Managing e-commerce strategy (specialisation block)

THIS CERTIFICATION CAN BE OBTAINED BY CAPITALISING ON BLOCKS OF SKILLS.