Master’s degree
Mastere in Performance Marketing & Digital Strategy AI
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.
1st year postgraduate, 3rd year undergraduate
Work-study
September
24 months
Lyon, Paris
This course is accessible to people with disabilities.
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?
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.
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 the 2026 work-study schedules by campus for IA Digital Strategy & Marketing Performance :
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.
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
Online application form
Invitation to the admission exams
Exams and interview with the jury
Results within 5 days
Online registration
Completion of 180 ECTS (Bachelor, Licence, BUT, level 6 degree or équivalent), in communications or digital marketing
Successful results
Completion of 240 ECTS (BBA, M1 degree or equivalent), in communications or digital marketing
Experience in a company in the digital marketing sector is a prerequisite for entry in M2
Successful results
Certification
What certification is awarded
by the Performance Marketing & Digital Strategy AI programme?
This program awards the State-recognized Level 7 RNCP certification “Manager de la Stratégie Digitale” (Digital Strategy Manager).
RNCP Code 42488 | Diploma Code 16×32014
Registered by decision of the Director General of France Compétences on June 26, 2026, for a duration of 5 years.
Owned by Sup de Pub for all its campuses.
Certification skills block
1 – Develop the marketing and sales strategy.
2 – Implement the marketing and sales action plan.
3 – Manage sales teams and sales projects.
4 – Drive sales and financial performance.
5 – Optimize e-business and data marketing (specialization block).
THIS CERTIFICATION CAN BE OBTAINED BY CAPITALISING ON BLOCKS OF SKILLS.
Fees and grants
What are the financing conditions?
Find out here about admission fees by campus and by year of study, as well as the solutions and grants available to help finance your studies.
| M1 (full-time) | M2 (full-time) | M1+M2 (work-study) | M2 (work-study) | |
|---|---|---|---|---|
| Lyon | €10,790 | €11,390 | €22,990 | €11,950 |
| Paris | €10,990 | €11,590 | €23,490 | €12,150 |
- Student loan can be negotiated with one of our partner banks
- Payment schedules
- Discount for siblings enrolled in one of the group’s schools
- 100% tuition reimbursement for work-study students
go further
events
Meet us at our Open Days and ask our teams or our students any questions you may have.
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