Septembre, Avril
Paris, Lyon
Home » Programmes and Courses » SP4 DATA MARKETING & USER PATHS


This year of SP4 Data Marketing and User Journey has a dual objective: to train students in understanding users through data collection and to develop skills in data management and analysis.

The courses

Enseignements principaux

Collect, understand and analyze data
Tools and methods for data management (datascience & UX analytics)

Basing a brand campaign on data analysis
Brand activation strategy, data driven strategy, implementation of a data project

Optimize data visualization
Modeling, technological innovations, reporting and dashboard

Objectifs, compétences et aptitudes

Analyze data for brands or institutions

This training course aims to make people understand the stakes of data in the market, in the analysis of
and in the operational strategy of a brand. Students will learn about the different
forms of data available and learn how to set up customer data collection devices. It is a question of mastering the analysis of these data and knowing how to present them in a simple and understandable way

The work of the data marketer will be done in conjunction with the data scientist who will be able to choose the right activation tools and database management and BI partners.

Finally, this master’s degree aims to master the various stages of a data project in order to design
optimized by building a well-founded sales pitch using the
customer knowledge gathered.

Plus pédagogiques et évaluation

The validation of the year is done by obtaining 60 ECTS by different evaluation methods (case study, simulation, questionnaire ….). Some time in the company is also required.


For two weeks, students must work on a real-life practical case presented by a large
advertiser or a large agency, to respond to a specific strategic, marketing or creative issue.

Big talk:

At the end of the year, students present their arguments to a jury of professionals on a topic of monitoring and trends in the fields of communication and marketing and defend their point of view.

Want to know more about this program?

Our added value

Quality speakers

All courses are taught by professionals in the field of communication, marketing or business.
creation. The pedagogy allows the application of knowledge.

Professional accompaniment

The company service helps students find their internship (full-time or alternating). They also benefit from personalized support with CV and cover letter coaching.


The program focuses on immersive situations and innovative formats that punctuate the year (conferences, visits, bootcamp, hackathon).

OMNES Education Digital Library

Access thousands of free resources
to improve your knowledge, to learn, to follow
news and carry out your monitoring.


To justify a validated Bac+3 (180 ECTS), a
level 6 certification or equivalent and pass the admission tests.


This program provides 60 ECTS credits and delivers in 5th year the RNCP certification “ Manager of communication and digital strategy” level 7 (RNCP code 31420 | diploma code 16X32014).

Tuition and Financing

  • Lyon Campus:

    Initial training: 9 300€.
    Work-study program: €9,550
  • Paris Campus:

    Initial training: 9 350€.
    Work experience : 9 650€.

Back to school and rhythms

Back to school in September
Courses: September to April in alternation
Full time company: April to September.

Back to school in April
Full time company: April to September.
Courses: September to April in alternation

Want to know more about this program?

A hand holding a pen

The jobs accessible after this training

  • Digital Project Manager
  • Product Manager
  • CRM Project Manager
  • Chief Data Marketer

Preferred course of study:

Other possible studies :

Les chiffres clés


Taux d’insertion professionnelle


Taux de diplomation


heures de cours


élèves par groupe au maximum

Updated 26 April 2022