Bac+4/5 Users & Data Marketing course

Septembre, Avril
Paris, Lyon
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Why choose the Bac+4/5 User & data marketing course?

Understanding user behavior and anticipating their expectations is possible thanks to qualitative and quantitative data management. This is why all advertisers are looking to optimize the performance of their communication campaigns and create more engagement with their targets.

This course is dedicated to learning techniques for optimizing conversion tunnels, personalizing the user experience and analyzing marketing data. Hybrid profiles, graduates master advertising creativity and strategy as well as customer intelligence technologies and predictive statistics.

Accessible to people with disabilities. Read more about it.

what are the courses in bac+4/5 User & data marketing course?

principaux cours

First year (sp4)

  • Communication strategy
  • Digital strategy and inbound marketing
  • Media strategy and predictive media buying
  • User experience and customer journey
  • Data activation
  • Performance analysis and analytics
  • Acquisition and engagement performance analysis
  • Datavisualization and storytelling
  • Data Science and CRM
  • Project management and mapping

Second year (sp5)

  • Innovation strategy and value proposition
  • UX strategy and customer experience
  • Customer analysis RFM (Recency Frequency Amount)
  • User experience and data visualization
  • Data driven strategy and CRM program
  • Data collection tools and performance analysis
  • Project management: budget, teams, scoping, customer management

Objectifs, compétences et aptitudes

> Understand the digital environment of a brand and design a data driven communication strategy.

At the beginning of the program, students learn to integrate a customer experience optimization strategy into the management and implementation of a digital communication strategy, within a global brand ecosystem. Their high-value recommendations are designed to improve prospect engagement and customer retention.

> Identify, collect and organize user journey data according to the company’s objectives and communication strategy.

Mastering the methods and knowing the technical and regulatory constraints specific to the data mining business is a key skill for advertisers seeking to make their digital campaigns more profitable. Students learn to define and manage the company’s digital marketing strategy.

> Analyze and interpret online consumer behavior.

This phase requires rigorous methods and specific skills to detect trends and model user habits at each stage of their purchase and re-purchase journey. Thus propose a performance optimization with a targeted and predictive approach within the framework of the management and coordination of digital marketing tools.

> Optimize and implement new acquisition and retention strategies.

Students will learn to act upstream of campaigns on targeting and retention based on analyzed data, while relying on other company departments such as IT and Customer Relations, while developing a data-driven marketing strategy.

> Manage a project and a multidisciplinary team.

Collaboration, decision making and even management are professional skills that students experiment with on a daily basis in numerous courses during practical work, workshops and simulations in order to learn how to manage a digital communication agency or a department and to lead teams.

Plus pédagogiques et évaluations

The validation of the year is done by obtaining 120 ECTS by different evaluation methods (case study, simulation, questionnaire ….). Time in the workplace is also required.


It is a professional situation. For two weeks, our students work on a real client brief presented by the agency and/or advertiser to respond to a strategic, marketing or creative issue. This transversal work is carried out collectively with a distribution of expectations according to skills, in the form of an agency proposal.

Big talk:

At the end of the year, the 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.

The professional project: Create your own start-up

The students form mixed project groups between the different specialties in order to carry out this common thread. You will have one year to acquire the entrepreneurial knowledge necessary to create your own fictitious start-up. Those who wish to do so, will have the possibility to join the Omnes Education incubator to be accompanied in order to really deploy their concept.

You want to know more
on this program?

Sign up for an open house!
Our students and professors welcome you in the school to answer all your questions.

Sup de Pub students

Our added value

Quality speakers

The courses are all led by professionals from the communication, marketing or business sectors.
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).

IN BAC+4/5 User & data marketing course ?

Proof of a validated Bac+3 (180 ECTS) or, for parallel admission, a Bac+4 (240 ECTS), a level 6 certification or equivalent, primarily in the fields of communication, marketing, digital and to satisfy the school’s selection tests (or equivalent if a foreign candidate).

What certification is issued
in Bac+4/5 User & data marketing ?

This program delivers the RNCP certification “ Manager of communication and digital strategy ” of level 7 recognized by the State (RNCP code 31420 | diploma code 16X32014).

Block of competences of the certification
Block 1 –
Define and implement a digital communication strategy.
Block 2 – Define and manage the company’s digital marketing strategy.
Block 3 – Manage and coordinate digital marketing tools.
Block 4 – Develop a data driven marketing strategy.
Block 5 – Manage a digital communication agency or a department and lead teams.

What are the tuition fees
in Bac+4/5 User & data marketing ?

  • Lyon campus: 21 100€.
    (For one-year contracts in Bac+5: 10 800€)
  • Paris campus: 21 450€.
    (For one-year contracts in Bac+5: 10 950€)

What are the back-to-school hours and rhythms
in Bac+4/5 User & data marketing ?

Back to school in September

1 week of classes and 3 weeks in a company for 24 months starting in September

See the work-study schedule – Paris Group 2

You want to know more
on this program?

Sign up for an open house!
Our students and professors welcome you in the school to answer all your questions.

Sup de Pub students

Les chiffres clés


Taux d’insertion professionnelle


Taux de diplomation


heures de cours


élèves par groupe au maximum

Trades and
career opportunities

  • UX Project Manager
  • Data Marketing Project Manager
  • Study manager
  • Data Analyst
  • Webanalytics
  • CRO
  • CRM Expert

Indicative starting salary: 32-36k€.

Updated 26 May 2023