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Track

Marketing

Analyse, design and manage: a track designed to transform ideas into lasting value, from product innovation to market launch.

Focus on the Master in Management (Programme Grande École)

Accessible after a Bachelor’s degree (3-year undergraduate degree), the Master in Management is a two-year programme structured in two stages: Master 1 and Master 2.

It is designed for students who wish to build strong foundations in management while progressively developing a distinctive professional profile through an advanced specialisation.

Two-Year Excellence Pathway

Master 1: Choosing Your Professional Track
Students select a “professional track” from 8 areas of expertise, allowing them to progressively refine their career goals. This pathway is complemented by a common core curriculum including foreign languages, digital skills, project management, artificial intelligence, humanities and corporate social responsibility.

Master 2: Advanced Specialisation and Professionalisation
In the final year, students deepen their chosen track through advanced specialisation and prepare their Master’s thesis using both quantitative and qualitative research methods. This stage focuses on developing strategic and high-level professional skills.

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Track in Marketing

The track “Marketing” prepares professionals capable of designing, developing and managing innovative offerings by integrating data, customer experience, and ethical and environmental considerations.

Would you like to turn an idea into a commercial success by leveraging data, product innovation and responsible strategy?

This track provides a comprehensive approach to marketing, from in-depth consumer understanding to the successful launch of high-performing innovations. It combines Product Management, Consumer Insights, Data Intelligence and responsibility (CSR, eco-design), equipping students to create sustainable and distinctive value.

Developing expertise in modern marketing

The track “Marketing” aims to train professionals who can lead product innovation and marketing strategies by leveraging data, digital tools and ethical thinking.

By the end of the programme, students will be able to:

analyse markets and identify value creation opportunities,
understand and model consumer behaviour,
manage the product lifecycle from ideation to launch,
leverage data and AI to support strategic decision-making,
integrate eco-design and corporate social responsibility into marketing models.

A two-year structured track

The track “Marketing” is structured over two years, enabling students to progressively build expertise in product innovation and data-driven marketing.

Master 1– Foundations of strategic marketing and customer experience

This first stage focuses on understanding markets, consumers and key drivers of value creation.

Modules include:

analysing and interpreting impactful marketing strategies,
understanding consumers and optimising customer experience,
designing and managing marketing innovations,
practising ethical, responsible and sustainable marketing.

Master 2– Three advanced specialisations

Digital Marketing & Communication

This specialisation trains experts capable of designing and managing high-performing and responsible digital strategies, while mastering the full range of digital marketing levers. It covers the entire digital customer journey, from communication strategy to customer retention, while addressing data, ethics and performance challenges.

Students learn how to build impactful digital strategies, create engaging content, strengthen brand presence on social media, and leverage data to optimise performance, particularly through AI and marketing automation.

Modules include:
- building a digital strategy and responsible communication,
- creating engaging content and managing social media communication,
- deploying acquisition, conversion and retention strategies,
- analysing marketing performance and optimising digital actions,
- understanding cultural and social challenges in digital communication,
- promoting ethical communication in the digital age.

Students will gain hands-on experience with tools such as Google Analytics, marketing automation platforms, social media tools, SEO/SEA, data marketing and AI applied to digital environments.

Design, Luxury & Creative Industries

This specialisation develops profiles capable of combining creativity, aesthetic sensitivity and strategic vision to design distinctive experiences in the luxury, fashion and creative industries. It explores the role of design as a driver of innovation, transformation and value creation.

Students develop an understanding of luxury and contemporary design codes, new business models in the sector, and brand image challenges. They learn to integrate artistic direction approaches, leverage design tools and manage high-impact creative projects.

Modules include:
- integrating contemporary design into responsible innovation processes,
- innovating through business models in fashion, luxury and design,
- incorporating artistic direction into projects,
- leveraging design tools to manage innovative projects,
- questioning representations of luxury and value in society,
- creating responsible value in luxury and creative industries.

Students will work with approaches such as design thinking, artistic direction, UX design and creative project management methods.

Product Innovation & Data Marketing

This advanced specialisation equips students with the skills to manage product development and data in a digital environment. It enables them to oversee the entire product lifecycle using agile methodologies, leverage data and AI responsibly and ethically, develop effective CRM strategies, and integrate eco-design principles to assess the environmental and social impact of innovation.

Courses include:
- Designing and developing responsible and innovative brands;
- Understanding and analysing consumer behaviour;
- Leveraging data and marketing data science;
- Managing customer relationships and operational marketing;
- Understanding the biases and social dynamics of marketing algorithms;
- Assessing the social and environmental impact of marketing innovations.

Students will develop expertise in tools and methodologies such as Design Thinking, Agile/Scrum, Google Analytics 4, Nielsen and Kantar panels, data analysis using R, data visualisation tools, and AI applications.

From idea to performance: combining creativity, data and strategy

The track “Marketing” develops strategic, analytical and creative skills to design and manage marketing projects end-to-end.

Students learn to:

analyse markets and consumer behaviour to identify opportunities,
design innovative offerings and customer experiences,
manage omnichannel marketing strategies, from product to communication,
leverage data and digital tools to guide decision-making,
combine creativity, rigour and business acumen in project management,
integrate responsibility, ethics and sustainability into marketing strategies.

Career opportunities vary depending on the chosen specialisation in PGE3.

Career opportunities

After Product Innovation & Data Marketing specialisation

Product Manager / Product Owner
Product or Innovation Manager
Product Development Manager
Marketing Data Analyst / Data Marketing Specialist
Customer Insights Manager / Consumer Research Analyst
CRM & Loyalty Manager
Growth Marketing Manager
Marketing & Data Strategy Consultant

After Digital Marketing & Communication specialisation

Digital Marketing Manager
Digital or Web Project Manager
Social Media Manager / Community Manager
Content Manager / Brand Content Manager
Acquisition Manager / Traffic Manager
CRM & Marketing Automation Manager
Web Analyst / Digital Data Analyst
Digital Strategy or Communication Consultant

After Design, Luxury & Creative Industries specialisation

Product Manager (fashion, luxury, design)
Brand Manager
Marketing or Communication Manager in luxury
Creative or Design Project Manager
Art Director / Assistant Art Director
UX Designer / Service Designer
Merchandising / Customer Experience Manager
Brand, Design or Luxury Strategy Consultant
Entrepreneur in luxury, design or creative industries

Who is this track for?

This track is particularly suited to students interested in innovation, consumer behaviour and the strategic use of data.

It is ideal for those who wish to combine creativity with analytical rigour, commercial performance with responsibility, and build a distinctive career path in strategic marketing, product management and data.