Major

Marketing & Data Marketing

Major of the Master Grande Ecole in MGE3
Also available in apprenticeship
English and French

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Manufacturers and distributors need marketing managers trained in the challenges of tomorrow for more responsible consumption!

More than ever, the marketing professions are impacted by the challenges of sustainable development and the profound changes in consumer behaviour. Also, the rise of digitalization of tools impacts the beginning and modifies in a perennial and profound way the behaviour of consumers as well as the skills of marketing managers.

The objectives of this major

Because it covers the different facets of marketing and data marketing – the collection, management and analysis of data – this major allows students to improve marketing performance but also to better understand the fundamental issues of the marketing professions, to acquire, master and apply the concepts, to become acculturated to the mastery of customer data and also to adopt a critical view of their practice. It aims to sharpen the critical thinking of learners and to integrate the notions of responsibility into all the courses given (eco-design, eco-circularity, etc.).

It is aimed at anyone with a particular interest in BtoC marketing, the design and marketing management of a product range (mainly consumer goods) or who is already in a job and wishes to acquire new skills linked to the changes in the sector.

This new major offered in the final year of the Master Grande Ecole programme was created within the framework of the RETAIL programme of the ESC Clermont Business School, and was promoted by the historical partners of this programme: Auchan, Décathlon, B&M, Ikéa, Leroy Merlin.

Cédrine Zumbo-Lebrument Head of the major
Marketing and Data marketing

Theory and practice

Courses and real-life case studies, business games, learning expeditions, etc. Practice is at the heart of this major, which is co-constructed with marketing practitioners working at Nielsen, Kantar, Sales Force, Michelin and Auchan, most of whom are members of the ESC Clermont Business School RETAIL Steering Committee.

In order to be fully connected to the expectations of this constantly evolving sector, the learners will have the mission of creating a new product from A to Z with an exhibition at the end of the major in December and will also work on sought-after applications: MicroStrategy, Sales Force marketing Cloud, Zendesk, R software initiation.

3 key points to remember:

This major can be followed by students in the traditional format or in a work-study programme in a company.
100% of the modules are taught in French for a better understanding of the case studies.
Each year, students participate in the creation of a new product through a central case study.

What about tomorrow?

The Marketing and Data Marketing major prepares students to work as product managers, product owners, marketing project managers or brand managers, and to occupy other related positions (operational marketing manager, category manager, innovation product manager, data marketing) in both large industrial groups and SMEs.

Eventually, a move to a position of group manager or even marketing director is possible depending on the company. The major focuses exclusively on BtoC.

Some partners

A major proposed in our Master Grande Ecole

Choosing ESC Clermont BS to do a Master’s degree means being able to build your career path à la carte and to train by opting in the first and second year for a series of minors and majors: E-Business Development, Sport Business, Business Intelligence, Startup Culture & Entrepreneurship… The choice of specializations is often the key to a first job and above all a good way to obtain key skills which could be the driving force of your future career.

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