Master’s Years 1 & 2 Marketing and Data Analytics

Discover the different training courses offered by MOMA

The Master’s degree in Marketing and Data Analytics provides students with training at the intersection of marketing and data analysis, preparing them to become managers capable of processing data and deriving concrete action plans from it. The program covers the entire process (data collection, management and analysis) including the digital aspect, and applies it to challenges faced by both private and public organizations. It’s a program with three skill set: marketing, statistics and computer programming. This combination makes students versatile, enabling them to adapt to diverse contexts and assignments typical of data-related professions.

The teaching team is composed of teachers-researchers specializing in sales and commerce, marketing, communication and market research, customer relations and data mining, alongside numerous professionals who ensure the training remains closely connected to real-world practice.

High-level industry professionals participate in various educational activities, including courses and lectures as well as thesis defenses, internship mentoring and selection interviews.

Please note: The first year of the master’s program is not available as a work-study program.

Why choose Montpellier Management?

A wide range of training courses, with around fifty courses ranging from license to doctorate and leading to state diplomas.
Student support systems, including tutoring sessions, tutorials and access to online resources.
Dynamic professional integration thanks to multiple initiatives: expert interventions, internships, work-study programs, ResUM network, etc.
Research of excellence focused on businesses: 90 teacher-researchers, 5 research teams and 11 chairs.
A strong international dimension with more than 65 destinations spread across more than 25 countries.

Duration
Certification
Level
Location

Campus Richter, Montpellier
ECTS credits

300 crédits

Who is this for?

This Master is ideal for people who wish to build a career at the intersection of marketing and data analysis. This program is designed for students interested in both the technical aspects of data analysis (programming, statistics) and marketing, strategic and operational thinking. It trains managers capable of translating quantitative metrics into strategic recommendations and bridging the gap between purely technical roles (data scientists, engineers) and purely business-oriented roles.

This program does not train purely technical professionals: students wishing to study data science are encouraged to explore programs in applied mathematics and digital sciences.

Application requirements

The Master 1 & 2 Marketing and Data Analytics is one of the master’s degrees in the field of Marketing & Sales. Students can join this program in the first or second year.

The Master 1 is open to students who hold a three-year degree in business administration, management, economics, etc. (Bachelor’s degree, BUT, business school, or equivalent) and have earned 180 ECTS credits.

The Master 2 is open to:

students who have completed the M1 Marketing and Data Analytics from Montpellier Management (without an application or interview)
holders of a four-year degree in business administration, management, economics, etc. (Master’s degree, business schools, or equivalent) validated by the completion of 240 ECTS credits
professionals with proven experience in the field (VAE, VAPP). Selection is based on an application and an interview.

Candidates are selected based on their overall academic standing, with particular attention given to subjects related to marketing and quantitative techniques. Professional experience and professional certifications in the field of data analysis will be viewed favorably. As the majority of courses are taught in French, a B2 or even C1 level is strongly recommended for non-French-speaking candidates.

Foreign students who are not members of the European Union and do not have a French degree must first submit an application to CAMPUS France. Applications will only be reviewed once this formality has been completed.

If you are enrolled in continuing education, please visit this page.

Duration and rythm

The master’s program lasts two years, from M1 to M2. Students can enter the master’s program in the first or second year. The first year (M1) is offered exclusively as a full-time program and includes a 4 to 6 months internship beginning in March. The second year (M2) can be taken as a full-time program or a work-study program. The work-study schedule consists of 2 weeks of classes followed by 2 weeks at a company between September and February, and switches to full-time work at a company starting in late February. Full-time students complete a 6-month internship from late February through late August.

Objectives

This master prepares students for their careers through specialized courses and internships. Students will learn how to develop marketing strategies, gain market insights, understand their business environment and implement their marketing strategies. They will also acquire skills in statistics and programming to support data-driven marketing decisions.

Program

SEMESTRE 1 (30 ECTS)

UE1 – Élaborer/Formaliser une stratégie marketing (12 ECTS)

Management stratégique (3 ECTS)
Marketing stratégique (5 ECTS)
Culture numérique (4 ECTS)

UE2 – Développer des insights marchés (13 ECTS)

Comportement du consommateur (5 ECTS)
Méthodes Qualitatives (4 ECTS)
Méthodes Quantitatives (4 ECTS)

UE3 – Maîtriser son environnement marketing et commercial (5 ECTS)

Droit du marketing (3 ECTS)
Anglais des affaires (2 ECTS)

SEMESTRE 2 (30 ECTS)

UE4 – Développer la relation client multicanale (5 ECTS)

Stratégie client (3 ECTS)
Management des équipes marketing et commerciales (1 ECTS)
Vente et négociation (1 ECTS)

UE5 – Opérationnaliser sa stratégie marketing (6 ECTS)

Brand management (cours en anglais) (3 ECTS)
Techniques de segmentation et de positionnement (1 ECTS)
Outils du marketing digital (2 ECTS)

UE6 – Soutenir les décisions en marketing grâce aux compétences statistiques et de programmation (9 ECTS)

Introduction aux marketing analytics (3 ECTS)
Analyse prédictive (3 ECTS)
Introduction à la programmation sous R et Python (3 ECTS)

UE7 – S’intégrer dans la vie professionnelle (niveau 1) (10 ECTS)

Séminaire transversal 2 – conférences professionnelles (1 ECTS)
Projet professionnel 1 : Challenge ou Serious Game (1 ECTS)
Anglais des affaires (2 ECTS)
Mémoire (de stage/de recherche) (6 ECTS)

UE Facultatives

Sport
Engagement étudiant

SEMESTRE 1 (30 ECTS)

UE1 – Maîtriser les enjeux pratiques, théoriques et éthiques marketing (9 ECTS)

Nouvelles perspectives de recherche en Marketing (4 ECTS)
Séminaire transversal 3 – Ethique et responsabilité professionnelle (2 ECTS)
Méthodologie d’étude et de recherche approfondies (3 ECTS)

UE2 – Préparer les données pour renseigner la prise de décision (12 ECTS)

Introduction au Big Data et au traitement par IA (2 ECTS)
Pratique des logiciels d’analyse de données (4 ECTS)
Programmation avancée SQL et Python (6 ECTS)

UE3 – Adapter son action à un contexte professionnel (10 ECTS)

Data visualisation et storytelling avec les données (4 ECTS)
Gestion de projet data (2 ECTS)
Prospective (2 ECTS)
Créativité et développement de nouveaux produits (2 ECTS)

SEMESTRE 2 (30 ECTS)

UE4 – Décrypter l’écosystème numérique dans le cadre d’une stratégie marketing (9 ECTS)

Sciences sociales, technologie et marketing (4 ECTS)
Analyse des données textuelles (text mining) (2 ECTS)
Digital analytics avancées (3 ECTS)

UE5 – Développer la relation client grâce aux marketing analytics (8 ECTS)

Multidimensional statistics (4 ECTS)
Analyse prédictive avancées (4 ECTS)

UE6 – Formaliser et adapter les data analytics (12 ECTS)

Mémoire Master 2 (10 ECTS)
Projet professionnel/Recherche (2 ECTS)

UE Facultatives

Sport
Engagement étudiant

Access conditions

To apply for a Master 1, go to Mon Master website.

To apply for a Master 2, go to E-Candidat website.

To find out the application periods and access the website, click on the red “Apply” button.

Tuition fees

For students who do not receive scholarships, the registration fees are as follows:

Master’s degree: €254 for the 2025/2026 academic year (this fee includes diploma fees, tuition fees, and university library membership).

For students receiving scholarships who provide proof of conditional notification at the time of registration, no registration fees will be charged. The CROUS will pay the registration fees owed to the institution through the scholarships allocated to the student.

In addition, all students enrolled in initial training at a higher education institution must pay the Student and Campus Contribution (CVEC) before registering. This can be done online at cvec.etudiant.gouv.fr.

Additional informations

Accessibility / Disability

A disability representative is there to welcome you, provide you with information and implement a certain number of arrangements to facilitate your studies and reduce the disability situations you may encounter.

Teaching methods

At Montpellier Management, more than 50 teacher-researchers and 600 external speakers transmit their knowledge to our students, combining academic knowledge and field experience.

Evaluation methods

Student assessment is based on a system of partials and continuous assessment, combining individual and group projects, thus guaranteeing the progressive acquisition of the skills necessary to obtain a state diploma.

Training place

The training takes place at Montpellier Management, Espace Richter, rue Vendémiaire, 34960 Montpellier.