MBA Digital Marketing, E‑business & Retail Media

Program Overview

This program is designed to provide a holistic view of communication careers, from established practices to cutting-edge innovations. The initial years focus on foundational knowledge in general culture, humanities, marketing, and core communication principles, alongside essential digital literacy. As students advance, they delve into specialized areas, with the final year often available in a work-study format (alternance), allowing for significant professional experience through apprenticeship or professionalization contracts. This structure ensures graduates are not only academically proficient but also highly experienced and readily employable. ISCOM specifically offers an MBA in "Marketing Digital, E-Business et Retail Media," directly addressing the subject of this query.

Curriculum: The curriculum at ISCOM is carefully structured to be both comprehensive and specialized, ensuring graduates are versatile and highly skilled. Early studies cover core subjects such as general culture, written and spoken French, English, marketing fundamentals, brand communication, media planning, and digital environments. In later years, students can choose from a range of specializations that align with key communication professions. The curriculum for the MBA Digital Marketing, E-business & Retail Media is highly focused on mastering digital tools, strategies, and platforms relevant to online commerce and retail advertising. It heavily integrates professional challenges and mandatory internships, both in France and internationally, to provide hands-on experience within digital marketing agencies, e-commerce businesses, retail groups, and various other organizations operating in the digital economy. Key topics include strategic planning, finance for strategic managers, research for strategic development, organizational behavior, foundations and advanced strategies in digital marketing, e-commerce strategy and innovation, social media marketing, data-driven decision-making, email marketing, affiliate marketing, influencer partnerships, conversion rate optimization (CRO), customer retention strategies, e-commerce business models, logistics and supply chain for online businesses, and global e-commerce strategies.

Research Focus: While ISCOM primarily functions as an applied professional training institution, its pedagogical approach inherently encourages a form of applied research. Students engage in projects that demand in-depth analysis of digital consumer behavior, e-commerce trends, retail media effectiveness, and the measurable impact of digital marketing strategies on sales and business growth. For the MBA Digital Marketing, E-business & Retail Media, this involves extensive research into conversion funnels, customer lifetime value (CLTV), omnichannel strategies, and the evolving landscape of retail media networks. Although ISCOM does not operate as a traditional academic research university with dedicated departments publishing scholarly papers, its emphasis on real-world case studies, industry challenges, and forward-thinking projects contributes significantly to innovation and practical knowledge development within the digital marketing, e-business, and retail media fields.

Industry Engagement: Industry engagement is a cornerstone of ISCOM's educational model. The institution maintains strong and systematic collaborations with major players in the digital marketing, e-commerce, and retail sectors, including leading digital agencies, online retailers, tech companies specializing in e-commerce solutions, and major retail groups. This is vividly demonstrated through the involvement of active industry professionals as faculty members, who bring contemporary practices and insights directly into the classroom. Furthermore, ISCOM facilitates numerous mandatory internships, professional challenges, and "micro-agency projects" where students work on real briefs for actual clients. These deep integrations with the professional world ensure that ISCOM's programs remain highly relevant and that its graduates are exceptionally well-prepared for the job market.

Global Perspective: ISCOM places a significant emphasis on fostering a global perspective, recognizing the interconnected nature of today's digital economy and global e-commerce. This is reflected in various aspects of its programs: courses taught in English, dedicated international pathways, and mandatory international internships. Students are provided opportunities to participate in exchange programs or undertake internships abroad, allowing them to immerse themselves in diverse digital markets, understand cross-border e-commerce challenges, and learn international best practices in retail media and online business. This exposure to varied global trends, regulatory environments, and consumer behaviors is crucial for developing well-rounded professionals capable of planning and executing impactful digital marketing and e-business strategies on a global scale.