IESEG School of Management

What you'll study

This master combines marketing fundamentals with digital technologies and customer experience (CX) methods. Teaching blends core modules, elective specialisations, practical labs and a final capstone or internship to develop operational skills and strategic thinking.

• Core topics: digital marketing strategy, customer experience management, consumer behaviour in digital contexts, brand strategy and omnichannel marketing.
• Data & analytics: marketing analytics, web analytics, CRM analytics, A/B testing, segmentation and customer lifetime value modelling.
• Digital channels & tools: SEO/SEM, social media marketing, performance marketing, email marketing, programmatic advertising and e‑commerce operations.
• User experience & service design: UX research methods, customer journey mapping, service design, prototyping and usability testing.
• Technology & platforms: CRM systems, marketing automation, analytics platforms, CMS and digital commerce technologies, with practical workshops using industry tools.
• Experiential components: live projects with partner companies, digital labs, case studies and simulation exercises to apply tools to real customer problems.
• Capstone / internship: an applied capstone project or a professional internship that integrates digital marketing and CX topics; many students undertake internships in agencies, retailers or corporate marketing teams.
• Electives and international opportunities: a selection of electives to tailor skills (e.g. advanced analytics, influencer marketing, product management), plus options for exchange semesters or double-degree pathways within IESEG’s network.

Entry requirements

Applicants are normally expected to hold a recognised bachelor’s degree or equivalent. Successful candidates typically demonstrate a good academic record and motivation for a career at the intersection of marketing and digital technologies.

• Academic transcripts and diploma from an accredited institution.
• CV / résumé outlining educational background and any professional experience, internships or projects.
• A motivation letter explaining interest in digital marketing and customer experience and how the programme fits career goals.
• Proof of English proficiency for non-native speakers (standard tests such as IELTS or TOEFL, or other accepted evidence of English ability).
• Applicants may be asked to attend an interview (in person or online); a GMAT/GRE may be requested or recommended in some cases but is not universally mandatory.
• Relevant background in business, marketing, communications, economics, information systems or demonstrable digital experience is advantageous but the programme also admits candidates from other disciplines who show strong motivation and analytical ability.

Career prospects

Graduates leave with a blend of strategic and technical capabilities valued by agencies, consultancies, digital platforms, retailers and corporate marketing departments. Typical roles include:

• Digital Marketing Manager or Digital Channels Manager
• CRM / Loyalty Manager and Marketing Automation Specialist
• E‑commerce Manager or Online Merchandising Manager
• Customer Experience Manager, CX Consultant or Service Designer
• Growth Marketer, Performance Marketing Specialist or Paid Media Strategist
• UX Researcher, Product Owner or Digital Project Manager
• Data-driven roles such as Marketing Analyst or Customer Insights Analyst

Alumni typically move into positions that require cross-functional collaboration with product, IT and sales teams, and many progress to leadership roles in digital transformation and customer strategy.

Why study at IESEG School of Management

IESEG is a Grande École business school with international accreditation and a strong focus on combining academic rigour with applied learning. The school’s campuses (including its location in a major European business region) provide access to a broad corporate network, consultancy projects and internship opportunities.

• Industry connections: established partnerships with companies across retail, tech, finance and consulting enable live projects and recruitment pipelines.
• Practical learning: the programme emphasises hands‑on labs, tool training and real client briefs so students graduate with portfolio pieces and practical experience.
• International environment: a diverse student body and strong exchange partnerships make for a globally oriented education and multicultural teams.
• Career services: dedicated support for internships, recruitment events and CV/interview preparation focused on digital and marketing career pathways.
• Faculty and practitioner input: courses are taught by academics and experienced practitioners, ensuring current industry practices are reflected in the curriculum.