Around 1 in 10 business school applicants consider doing a Master in Marketing degree, for good reason. Marketing is one of the most versatile business subjects, especially with the development of Masters in Digital Marketing degrees. No longer is marketing about Mad Men-style advertising campaigns, but fully-fledged digital branding, across social media and the physical world. By studying a Master’s in Digital Marketing, you’ll explore the dynamic world of 21st-century marketing, where knowledge of technological trends is vital for success.
At SKEMA Business School in France, they’ve reinvented the Masters of Marketing for the age of AI. The Master in Digital Marketing and Artificial Intelligence combines the traditional study of marketing with modern AI innovations, enabling students to work at the forefront of marketing in the future. This MSc also stands out for the project management tools used in the courses as well as for its three certifications: PMI, Google and Microsoft.
But why should you consider doing a high-tech digital marketing degree? We spoke to professors and students at SKEMA to find out why the Master’s in Digital Marketing and Artificial Intelligence is attracting students.
Why You Should Study The Masters in Digital Marketing at SKEMA
1. Gain a Foundation in Data Skills
As a marketing manager, you must have a solid grasp of data skills. Without those vital skills, you’ll be making decisions about campaigns in the dark. That’s why Masters of Digital Marketing degrees today explore not just the creative branding side of marketing, but also the data foundations of successful marketing.
“Data management and analysis is becoming the core of our web marketing tools,” says Frederic Bossard, scientific director of the Master in Digital Marketing and Artificial Intelligence at SKEMA. “Collecting data is the first step, but we need to teach our students how to analyse it to build a web marketing strategy.”
At SKEMA, students get to grips with using data tools to make better marketing decisions, and explore coding and non-coding to supplement their skills. For current student Ghiwa Raazouk, this aspect of the programme was a key reason to choose SKEMA.
“I’m all about the power of data-driven strategies and staying ahead in the ever-evolving digital realm, crafting personalised experiences,” she says.
2. Participate in Hands-on Digital Projects
Marketing is a practical subject; it’s not just learnt in the classroom, but on the job, too. That’s why SKEMA include practical projects with real companies on their master’s degrees.
On the Master in Digital Marketing and Artificial Intelligence at SKEMA, students will follow a one-year intensive course with modules covering digital growth, e-commerce, and website management. However, another aspect of the program proved a draw to current student Thomas Bertrand from Paris.
“I chose the MSc in Digital Marketing at SKEMA mainly because it offers the opportunity to work with companies on digital projects, which enables me to gain hands-on experience,” he says.
These hands-on projects don’t just take place over a few weeks, either. They’re embedded into the year-long programme, enabling students to get real experience in marketing before heading out into the jobs market.
“Marketers need to remain flexible and constantly adapt to stay relevant in this ever-changing landscape,” Frederic notes. “Each project requires management, updating and innovation, and it’s within their courses that the students find the right tools to meet demand.”
For Thomas, these projects have been a highlight of his time studying at SKEMA.
“My experience at SKEMA has been exceptional, providing me with opportunities to learn from industry experts, work with real companies on digital projects, and acquire valuable certifications,” he adds.
3. Network with professionals
The Master in Digital Marketing and Artificial Intelligence is an on-campus course held at SKEMA’s location in Sophia-Antipolis on the French Riviera. The area is a hub for innovative sectors such as biotechnology, computing, and communications, with over 2,000 companies located in the vicinity of SKEMA’s campus.
In fact, Sophia Antipolis has gained the title of Europe’s biggest ‘technopole’ thanks to its high density of startups in technology. As a result, students have SKEMA have plenty of opportunities to rub shoulders with marketing professionals at companies such as Air France, IBM, and Bosch.
“Being in close proximity to renowned technology and business hubs improves the educational experience and creates amazing opportunities for internships and employment,” says Thomas. He is currently rounding his Master’s degree off with an internship at Almavia CX, a software company specialising in customer experience.
For Ghiwa, too, SKEMA’s location in Sophia-Antipolis combines with the technological focus of the Master in Digital Marketing degree to create lots of opportunities for students – as well as being a cultural hotspot.
“Europe’s largest technopole, offers students opportunities to secure internships or careers in startups, tech companies, and innovative organisations,” says Ghiwa. “Beyond academia, the campus’s location on the stunning French Riviera makes it an ideal setting for personal and academic growth.”
What Do Other Students Say About SKEMA Business School?
Skema Business School fosters a supportive and inclusive community that encourages personal growth and collaboration. The faculty and staff are approachable and provide mentorship to help students navigate their academic and professional journeys. Numerous student clubs and activities create a vibrant campus life.
I had the privilege of studying at Skema Business School for my two-year Master’s in Management program, and I must say that my experience has been nothing short of exceptional. Skema is renowned for its international exposure and diverse student community, providing an enriching environment for personal and professional growth.
One of the standout features of Skema is its commitment to internationalization. With campuses located across the world, including France, Brazil, China, South Africa and the United States, Skema truly offers a global educational experience. I had the opportunity to study at the Lille and Sophia Antipolis campuses in France, as well as the Belo Horizonte campus in Brazil. These diverse locations allowed me to immerse myself in different cultures, broaden my horizons, and develop a global mindset that is highly valued in today’s interconnected business world.
Artificial intelligence has the opportunity to change business like never before – as the last year has proven. With companies adopting AI tools at a rapid rate, anyone who wants to work in sales or marketing must have a foundational knowledge of the technology and how to use it most responsibly.
With its hands-on learning projects and focus on data analysis, graduates of the Masters programmes can be sure that they’re ready to take on future marketing problems.
Are you interested in hearing about how SKEMA Business School compares to other business schools in France? Check out our article How do Students Rate the Global Exposure and Overall Satisfaction in French Business Schools.