What Are the Main Modules Taught in Digital Marketing?

The MSc in Digital Marketing at EDC Paris Business School structures its teaching around a clear progression: from digital fundamentals to the most specialised skills. Each module contributes to building a coherent expertise that is directly applicable in professional environments across all areas of digital marketing.

Core Modules

The core digital marketing courses establish the essential foundations required for any effective digital strategy. These modules enable students to master the main drivers of online acquisition, visibility, and audience engagement.

Digital strategy forms the first cornerstone of the programme: students learn how to build a global vision, define measurable objectives, and structure action plans aligned with a company’s resources. This module develops the ability to manage all digital channels within a unified strategic framework.

The core MSc modules also cover:

• Content marketing: designing engaging editorial strategies, producing content tailored to target audiences and platforms, and managing editorial calendars;

• Social media: leveraging major platforms to enhance communication, brand awareness, and audience engagement;

• SEO and SEA: optimising organic visibility and managing paid advertising campaigns on search engines;

• E-commerce: understanding online sales mechanisms, optimising the customer journey, and improving the performance of e-commerce websites;

• Web analytics: measuring the ROI of digital activities using tracking and performance analysis tools.
   

Advanced and Specialised Modules

The advanced MSc modules deepen the skills acquired during the first part of the programme and prepare students for strategic or highly technical positions. The programme’s practical and technical approach, including data and artificial intelligence, becomes particularly prominent at this stage.

The digital data marketing module trains students to use data effectively in order to guide marketing decisions: audience segmentation, behavioural analysis, predictive modelling, and advanced reporting. These skills are now essential for any position involving digital responsibility.

The specialised competencies developed through these modules also include:

• Applied AI in marketing: campaign automation, large-scale personalisation, and AI-assisted content generation;

• Marketing automation: designing automated customer journeys, lead nurturing, and email sequence workflows;

• Responsible marketing: integrating legal, ethical, and environmental considerations into digital strategy design, aligned with sustainable and entrepreneurial principles;

• Management and digital transformation: leading organisational change and deploying digital projects within businesses.
   

Projects and Workshops Linked to the Modules

Each module includes practical digital marketing assignments that allow students to immediately apply the concepts covered in class. This “learning by doing” philosophy is one of the core principles of the teaching approach adopted by EDC Paris Business School.

Practical workshops in digital marketing take several forms depending on the module:

• real business case studies provided by partner companies, solved in teams under time and budget constraints;

• simulations of digital campaigns using leading professional platforms;

• workshops led by professionals from the digital ecosystem, bringing concrete challenges directly from industry practice;

• collaborative MSc projects presented before panels or industry professionals.

This continuous interaction between theory and practice ensures progressive skill development firmly grounded in the realities of the digital job market.

Certifications and Assessments

Assessments within the MSc are based on measurable outcomes, reflecting the professional standards of the industry. Students do not simply produce academic reports: they defend strategies, analyse real data, and formulate actionable recommendations for demanding audiences.

The certifications and module assessments validate mastery of the skills acquired at each stage of the programme. The MSc leads to the award of the RNCP Level 7 qualification (RNCP 39484), recognised by the French Ministry of Higher Education and Research — an official recognition that certifies the quality of the digital marketing competencies developed throughout the course.

The MSc in Digital Marketing at EDC Paris Business School covers all the modules required to manage complete digital strategies, from initial conception through to performance analysis. To explore the detailed course structure and discover the full range of MSc Digital Marketing modules and acquired skills, download the complete programme brochure or contact the admissions department directly.