emlyon business school announces a partnership with Mistral AI, a pioneering French startup in artificial intelligence. Together, the two institutions are launching a series of initiatives to integrate artificial intelligence into training and research, with a common goal: to support businesses in their ongoing transformations.

Master in Digital Marketing & Data Analytics

Students

Our Master in Digital Marketing & Data Analytics students flew over to Shanghai back in April to spend their last semester in China. As classes and projects are coming to an end, we took the time to ask a few questions to our program’s "embassadors" Florian and Yousra. They reflect on their exciting semester and tell us what they have enjoyed the most about being confronted to the Asian environment.

In October of this year the gauntlet was thrown down to the cohort of the Master in Digital Marketing & Data Analytics as part of the program’s Artificial Intelligence in Marketing course to help a Los Angeles-based NGO develop an AI-driven marketing strategy designed to raise awareness of their business. With vital input from an impressive roster of participating digital marketing experts, students gained insight into the digital marketing challenges faced by companies today and the role the science and application of AI will have in the future.

The luxury industry doesn’t have the best reputation in terms of sustainability—perhaps its original sin?
The exclusive model employed in this industry depends on the rarity and exclusivity of the products sold. This model implies very high production, transport, and marketing costs. Besides, luxury brands are often cited as the worst performers in terms of social and environmental responsibility.
However, this model is changing. Faced with constantly evolving customer demands for high-quality, sustainable goods, the luxury industry needs to undergo a complete paradigm shift.

After a decade of growth, the luxury and fashion sectors have been hit hard by the coronavirus crisis, with lockdown measures aimed at curbing the spread of the disease leading to store closures around the world. This is the biggest threat to the £2.2 trillion sector since the 2008 financial crisis, with weak consumer confidence likely to hold back sales for several more months.

But there are positives, as the pandemic has forced long-awaited changes in an industry that has been slow to respond to environmental concerns and embrace digital technologies. Luxury industry leaders have their work cut out for them to weather the crisis, but they could be the pioneers of significant changes that will leave a lasting mark.

“We teach our students to be trailblazers: agile, flexible, and adaptable,” explains Michel Phan, director of the MSc in Luxury Management and Marketing at emlyon business school. “In this sector, you can't rest on your laurels.”

A Master of Science (MS or MSc) is a postgraduate academic degree awarded by universities in fields related to science, technology, engineering, mathematics, medicine, and certain social sciences. Typically requiring one to two years of full-time study, the degree combines advanced coursework with research, a thesis, or practical training, depending on the program. The MS emphasizes analytical skills, scientific methods, and subject-specific expertise, preparing graduates for professional careers, research roles, or further study at the doctoral level. Admission usually requires a bachelor’s degree in a related discipline, and some programs may include internships or lab-based projects. While an MS often focuses on technical and research-oriented subjects, it can also cover applied areas such as data science, psychology, economics, or public health. The Master of Science is internationally recognized, though requirements and degree structures vary by country. Overall, earning an MSc demonstrates specialized knowledge and advanced critical thinking, offering graduates a pathway to higher-level positions in industry, academia, or research.