Become a highly skilled specialist in data-driven digital marketing
Presentation
Embark on a transformative journey with our Master in Digital Marketing & Data Analytics, where future leaders are forged in the dynamic world of data-driven marketing. In an ever-evolving landscape, you'll master the art of designing, implementing, and refining marketing strategies through cutting-edge data analytics and consumer insights.
Dive into a world of practical, hands-on experience with essential tools such as Google Analytics, SQL, Power BI, Python, and Google Ads.
Beyond technical proficiency, you will gain expertise in data governance, ethical considerations, and legal frameworks that are crucial in shaping impactful digital campaigns.
Our graduates emerge as visionary leaders ready to spearhead digital projects, assess campaign effectiveness, and steer strategic decisions in global corporations, innovative digital agencies, and pioneering start-ups. If you're ready to challenge yourself and make your mark in the world of digital marketing, this program is your gateway to success. Unleash your potential and join a network of top-tier professionals!
Key points
- Dual expertise in marketing and data
Master digital marketing fundamentals and data analytics to drive business transformation.
- Essential technical and business modules
Python, SQL, Power BI, marketing analytics, content marketing, and CRM to lead data-driven strategies.
- Tech-driven and responsible marketing approach
Learn to design effective, ethical, and legally compliant data marketing strategies in a fast-evolving digital world.
- Hands-on, career-focused learning
Company projects, hackathons, and two internships to boost your professional profile from year one.
Program
The program can be completed in one year (entry in year 2) or two years (entry in year 1) based on your previous academic background.
Our pedagogy :
- Shared courses across all specializations throughout the two years, including core and signature courses
- A solid specialization logic from the first year
- A strong international exposure with an international term per year and an international seminar, enabling you to explore global industries through the prism of your specialization
- Emphasis on “learning by doing” with cross-field projects with partner companies, along with opportunities for internships or professional experiences at the end of both the first and the second year.
Year 1
September to January
Paris
Experiential elements:
- Innovation business game
Core courses:
- Intermediate finance
- Marketing for value creation
- Statistics for business
Specialization courses:
- Digital advertising
- Programming with Python
- Data analysis and SQL fundamentals
- Project management fundamentals
January to March
Paris
Experiential elements:
- Inspiring talks
- Discovery of Paris Tech Eco system
Core courses:
- Strategyzing complexity
- Operations & Decisions
- Sustainability introduction for future business leaders
Specialization courses:
- Marketing analytics
- Content Marketing
- Field Project
- Introduction to reasearch Methodology
2-month international term
March to May
Berlin, Europe
This is an opportunity for you to discover another European culture and have courses in the prestigious Technische Universität of Berlin. You will be confronted to a new international business environment where you will learn more about Innovation management and complete your technological acculturation.
Optional professional experience
May to September
France or international
The 3-to-4 months professional experience (optional at the end of the first year) is an excellent opportunity to put your academic knowledge to the test and gain practical experience in the sector of your choice.
Year 2
October to January
Paris
Experiential elements:
- Career service
- Company visits
Signature courses:
- Innovation & Transforming business
- Research methodology
Specialization courses:
- Integrated marketing communication
- Digital Data Acquisition Analytics
- Content Marketing and generative AI
- Alternative Digital Marketing
- Business intelligence
- Data visualization
- Engage and manage teams
January to March
Paris
Experiential elements:
- Inspiring talks & Company visits
- International Seminar
Signature courses:
- Governance, ethics & Sustainability thinking
Specialization courses:
- Customer Relationship Management (CRM)
- Ethics of data marketing
In company project
International Seminar in Europe:
The international seminar takes place over one week. It is a unique opportunity to engage in insightful conferences and connect with numerous companies. It offers a firsthand understanding of how the economic landscape influences business strategies, while also immersing you in the local culture. Destination subject to change each year (for example: Stockhom in October, 2024)
Master dissertation
The Master thesis is an analytical work on a topic related to the industry. This is a great opportunity for you to research a subject which is not only of particular interest, but which has the potential to contribute powerfully to your personal and professional development.
2-month international term
March to May
Montreal (Canada)
This is an opportunity for you to discover another culture and have courses in the prestigious McGill University in Montreal. You will be confronted to a new international business environment where you will learn more about neuroscience and marketing and project management
Compulsory professional experience - 4 to 6 months
May to December
France or international
The 4 to 6-month compulsory professional experience is a great opportunity to put your academic knowledge to the test and acquire tangible experience within the industry. The school will give you all the support and tools you need to find the right internship for you.
Assessment methods
Assessment methods may include case studies, presentations, essay, group reports, individual assignements, tests, etc.
*The graduation rate for students of the previous MSc in Digital Marketing & Data Science for the 2022-2023 academic year was 99% (100% of students taking the exam have graduated).
*The Program Digital Marketing and Data Science changed it's name in 2025 to become Digital Marketing and Data Analytics
About the Master's degree
The Master in DSMI
This specialization is part of the Master in Innovation degree (DSMI), authorized by the French Ministry of Higher Education, Research and Innovation to award a BAC+5 Master’s Grade degree.
It allows the validation of the professional certification "DipViGrM - Diplôme Spécialisé en Management de l'Innovation", level 7, issued by emlyon business school and registered with the RNCP under number 41017 on 09/01/2024.
It ensures academic excellence and strong industry alignment in the fields of digital transformation and innovation management.
Career
- Marketing, Communication, Advertising: 29,5%
- IT Systems Development, Industrial IT, Networks, Telecoms: 23,5%
- Sales (including Business Engineer): 17%
- Consulting, Advisory, and Expertise: 14,7%
- Administration, Management, Finance, Accounting: 5,9%
- Purchasing, Procurement, Logistics: 3%
- Audit: 3%
- Innovation, Technology Transfer, Industrial Property: 3%
Survey carried out in 2024. Concerns class of 2023.
About our Career Center
The Career Center provides continual support in identifying career goals and developing action plans. For more information, visit the Career Center page by clicking here.
Average starting salary:
€54,540
Jobs after this Master
- Digital marketing consultant
- Data analyst
- Business analyst
- Marketing consultant
- CRM and Digital Marketing manager
- Market research analyst
Alumni network
As a future graduate, you will hold lifelong membership of emlyon business school alumni network, a network of near to 48,000 alumni covering more than 130 countries.
You will benefit from all services it offers, including the online assessment modules. Its members will help you further develop your career regardless of which stage you are at, by providing you with career development information, exchange business information with you and share their experience for you to build on.
Learn more about the alumni network by visiting the dedicated page here.
Admission
Are you eligible ?
Students holding at minimum one of the following degrees can apply to the Master in Digital Marketing & Data Analytics:
To apply for admission in Year 1, applicants must hold either:
- A 3-year Bachelor’s degree (equivalent to 180 ECTS credits)
- An ECTS credit equivalence attestation with at least 180 ECTS credits obtained in a State-recognized Master's degree
To apply for admission in Year 2, applicants must hold either:
- A 4-year Bachelor's degree (equivalent to 240 ECTS credits)
- Have validated the first year of a State-recognized Master Degree
- An ECTS credit equivalence attestation with at least 240 ECTS credits obtained in a State-recognized Master's degree
You can apply while being enrolled in the last year of the degree that makes you eligible for this program.
Admission Process
Next intake in September 2026
Applications for the 2026-2027 academic year are open from October 1st, 2025 to July 2026 (subject to availability).
Application deadline: emlyon business school may close applications earlier than July 2026, if all the seats in the class are filled, as it happens every year for many of our Master of Science programs. Consequently, we do advise students to apply as early as possible to ensure they secure a seat in the program and maximize their chances!
Step 1: Your application file
Mandatory documents - all the documents provided need to be in English or French (except passport and identity card):
- A resume / CV
- A copy of an official and valid identity card or passport
- A certified copy of all degrees obtained in a higher education institution (in English or French)
- A proof of enrollment certificate for applicants currently enrolled in higher education
- A certified copy of your transcripts from the first year of your undergraduate education until now
- An official and valid English proficiency test: TOEFL, TOEIC, IELTS, Cambridge
Native speakers are exempted from providing an English test score upon presentation of proof (passport or identity card from an English-speaking country). Students who have studied at least 3 years of higher education entirely in English are also exempt.
Optional documents:
- An official management aptitude test score of under 5 years: GMAT, GRE, CAT Test, TAGE-MAGE
- Recommendation letters (professionnal or academic)
- A letter of motivation
Step 2: Your digital tests
emlyon business school uses a selection process which is in line with today's digital landscape and the practices of major international companies in their search for new talents. Once your online application file is completed, you will be asked to go through the digital tests.
Some key information:
- The digital tests must be done on a computer with a working webcam and a stable Wi-Fi connection.
- You will answer several questions orally which will be recorded with your webcam.
- You must take the test alone, in a quiet environment, without any technical, human, or AI aids.
- Test can only be taken once
If you apply for Year 1 of the program, the test will be comprised of:
- Motivation questions in video format centered around your motivation and reasons for entering the program
If you apply for Year 2 of the program, the test will be comprised of:
- Motivation questions in video format centered around your motivation and reasons for entering the program
- Motivation questions in written format centered around your specific interest in the specialization of your program and your understanding of the current challenges of its industry.
- A multiple-choice questionnaire with specific questions to showcase you already have a good understanding of the specialization of your program and have mastered the necessary background to enter directly into Year 2.
Admission results
The admissions decision is confirmed by an official Admissions committee. Please be advised that the Admissions committee holds the exclusive rights regarding the final decision and that its decisions cannot be appealed.
Following the Admissions Committee, four decisions are possible:
- Admitted
- Non admitted
- Non admitted requalified: For applicants in Year 2: the Admissions Committee has declared that the application does not meet the requirements for an admission in Year 2 but offers an admission in Year 1of the program. This can happen if a student's background is strong but not complete enough in some mandatory contents of the program, to help them build up their strengths and to ensure their success.
- Waitlisted: When a program is at capacity, the Admissions committee is unable to make an admissions offer but can propose a place on a waitlist. The waitlist does not guarantee a place in the program
An email is sent to applicants as soon as the admissions results are available on the makersboard.
You will then have 10 calendar days after receiving your admissions results to confirm your admission by completing your enrollment form and paying the non-refundable enrollment deposit of €4,500.
Admissions statistics
The global acceptance rate for Masters of Science and Specialized Programs for the 2024 intake was 48,31%.
Application fee
The application fee for the 2026 intake is €120, payable directly by credit card through the online application system.
- Students with a French CROUS scholarship are exempted from the application fee if they provide the “Notification d ’attribution definitive de bourse” final notice of allocation of this grant for the current academic year.
- High Level Athletes are also exempted of the application fee if they provide a sport resume validated by the director of the Sports department. If this is your case, please contact Mr. ROMEZY: romezy@em-lyon.com.
Important Notes
- You can apply to multiple programs at the same time, but you can only apply to one program once per year.
- You cannot apply for Year 1 and Year 2 in the same year for the same program.
Financing
Tuition fees
1-year course (entry in Year 2) : €28,750
2-year course (entry in Year 1) : €38,500
The financing of tuition fees over two years breaks down as follows
- 1st year: €13,750
- 2nd year: €24,750
The tuition fees indicated above are valid for the 2026-2027 academic year.
✔️ All indicated fees include:
- Tuition fees
- Enrollment and administrative fees
- Travel and lodging expenses relative to the International Seminar when relevant
- Career Center services during your program and for 3 years after graduation
- Several hours of individual career coaching during your program
- Lifelong membership of emlyon business school alumni network
❌Tuition fees do not include:
- Additional fees not payable to the institution, such as CVEC, student social security, sports club enrollment fees, the purchase of personal computer hardware or software, or the purchase of books other than course materials
- Optional courses or certifications
- Accommodation and travel expenses related to the program or work placement
- Expenses related to the period(s) abroad which are communicated during the academic year by the head of the Program
How to finance your program?
emlyon scholarships
As a socially responsible organization, emlyon business school helps students finance their Master in Digital Marketing & Data Analytics by offering scholarships up to 50% to eligible students. To find out more about the specifics of our scholarship policy and how to benefit from it, we invite you to contact your program advisor.
To download the Scholarship Policy information, create or log onto your emlyon business school account.
Government scholarships
First of all, you should ask the French Embassy or the French Cultural Service of your own country about individual scholarships granted by the French government.
www.diplomatie.gouv.fr
www.mfe.org
Campus France: discover more scholarship options available depending on your country of residence here.
EIFFEL Scholarship: if you meet the requirements of excellence of the Eiffel Scholarship program, emlyon business school may propose your application to this financial aid for 2025/2026.
The deadline for applications is in December of each year. Please contact your Program Advisor for more information. See details in www.campusfrance.org
Please contact your Program Advisor for more information.
The emlyon social scholarship for CROUS Recipients
The Crous scholarship (Bourse du CROUS) is a financial aid program provided by the French government to support students in their higher education studies. It is awarded based on various criteria such as income, family situation, and academic performance. The scholarship aims to help students cover their living expenses, including accommodation, meals, and other related costs. If they meet the eligibility criteria, international students may also benefit from the scholarship provided by the Crous.
CROUS scholarship students will receive a waiver of 5% to 50% of the tuition fees for the Master.
Reductions are calculated based on your definitive CROUS scholarship level from the year before your enrollment at emlyon. For the 2026-2027 academic year, your definitive CROUS level from the 2025-2026 year will be considered. Please find the table below:
- Echelon 0 bis: 5%
- Echelon 1: 10%
- Echelon 2: 15%
- Echelon 3: 20%
- Echelon 4: 25%
- Echelon 5: 30%
- Echelon 6: 40%
- Echelon 7: 50%
emlyon business school and its partners are committed to investing in tomorrow’s entrepreneurial leaders by helping qualified students to further their education:
- Banking Partners: You may obtain a bank loan through emlyon business school financial partners only if you have a fiscal warrantor in France. If not, we advise you to obtain a loan in your country of origin before your arrival.
- Prodigy Finance loan opportunity: Applicants for the Master in Digital Marketing and Data Analytics are eligible to apply for a student loan with Prodigy Finance. Learn more on how to apply for a Prodigy Finance loan by clicking here. Please scroll down the page to read about the benefits and conditions. This opportunity is opened to Non-French students only.
Student life
Discover what it means to study in Paris through two key aspects: a dynamic campus in the heart of the city, and an exceptional student experience shaped by one of the world’s most vibrant capitals.
The Paris Campus
Our campus is located in the heart of Paris, in the lively 12th arrondissement, right across from Gare de Lyon. With its central location, students enjoy quick access to top companies, cultural hotspots, and everything the city has to offer. It’s a vibrant place to learn, network, and live Paris to the fullest.
Student Life in Paris
Paris offers much more than academic excellence, it provides a dynamic, multicultural environment that enriches every aspect of student life.
- An international business capital: home to the headquarters of major global corporations and a thriving ecosystem of startups, making it a prime location for internships, networking, and launching an international career.
- Cultural richness at every corner
From world-famous museums and historic landmarks such as the Eiffel Tower, Notre-Dame Cathedral, and the Louvre Museum, the city offers endless opportunities to explore, learn, and be inspired.
- A well-connected city
With its excellent public transport and international rail and air links, Paris makes it easy to travel within France and across Europe.
Meet us during dedicated events
emlyon's Program Advisors are hitting the road to connect with you and discuss your career aspirations. Don't miss the opportunity to meet them at international student fairs for guidance in shaping your future career. You can also stay tuned for information about our campus open days!
Contact our student ambassadors
Want to find out more about student life, program content, campus life or the emlyon business school experience? Connect with our student ambassadors to get a first glimpse of what awaits you. You can ask them all your questions via our dedicated platform.
Disability device
You will find the welcome guide and all the information on how we welcome and support our students and participants with disabilities here.
Boost your career with the Master in Digital Marketing & Data Analytics
Which marketing specialization should you choose?
