Program Objectives

Learn how to manage a brand on the Internet

The Master in Digital Marketing & Social Media Program is based on actual cases that will give you the tools to understand and grasp opportunities in an area that is constantly changing.

The objective of this comprehensive on-the-job training is to allow each participant to learn how to manage a brand on the Internet by being able to:

  • Learn how to get a better understanding of consumers

  • Develop relevant brand content strategy

  • Effectively and optimally use different communication channels such as mobile platforms, social networking, email and paid search

  • Leverage analytics to continually optimise recommendations


During this Master’s course, students will have the opportunity to work on actual projects during workshop sessions and apply the knowledge that they have acquired in actual company assignments. They will also have the opportunity to discover the inner workings of some participants during a digital journey of discovery.

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At a glance

Program operated by

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Initial, continuous or work-study training

0
months
Duration

Full English

in Geneva

Intake in October

Accessible after a 3-year post-secondary degree

0
months of internship
Courses

Digital Strategy & Planning

The main objective of this module is to develop a critical analysis of the business objectives of a brand in connection with its target consumers. Then, through a comprehensive understanding of the digital marketing landscape, to create a digital strategy that is integrated and directly operable.

  • Audit of a digital environment for a business

  • Understand the consumer in a digital world

  • Definition of an integrated digital strategy

  • Strategic planning

  • Brand content & role of communication

  • Recommendations for implementation and budgeting

  • Performance & analytics: continuously improving the ROI of operations

Digital Marketing Channels

Knowing how to use the main web platforms and learning how to make the most of them in terms of business objectives. Anticipating the evolution of social networks and learning how to exploit their strength in the service of the brand.

  • Integration of social networks into strategic recommendations

  • Management & optimisation of a brand profile on Facebook and Instagram

  • Developing an editorial calendar & publication plan

  • Mobile marketing & proximity marketing

  • Optimising the role & the experience of a website

  • Search Engine Optimisation (SEO)

  • CRM strategy & email marketing

Advertising

Get a complete view of technological possibilities and digital communication tools, as well as their modes of interaction with target audiences; immediately compare theory with practice through ongoing master classes and case studies.

  • Media planning

  • Strategies for sponsored links (SEM)

  • Management & optimisation of campaigns on the major platforms (Google, Facebook, YouTube, etc.)

  • Integration of advertising on mobile platforms

  • Innovation & real time bidding

Business Management & Transformation

Developing skills and mastering the tools to increase capacity related to entrepreneurship.

  • Business creation

  • Design thinking

  • Management

  • Image rights & rights on the web

  • Supervision & management of a digital project

Artistic & Advertising Culture

Knowing how to analyse and decode further developments and trends in companies using professions and communication.

  • Trends and consumer behaviour

  • History of communication and the web

  • Media evolution

  • Image analysis

Methodology

Study techniques in-depth that will enable you to evolve in the professional sphere with assurance and personal skills.

  • Brainstorming techniques

  • Personal branding

  • Storytelling on a theme

Job Opportunities

This Master program will allow you to acquire a high level of commitment, competence and responsibilty for the positions of:

  • Digital Marketing Manager

    The Digital Marketing Manager has strong marketing skills mixed with a sound understanding of the technological environment and evolution. He analyses a market, determines brand positioning, designs a digital communication campaign or launches the marketing of a product on the Internet. Familiar with all web media, he works closely with Product Managers, Traffic Managers and creative people.

  • Brand Manager

    The Brand Manager is a marketing specialist who guides marketing of the brand through choice, tracking and guidance. He guarantees identity, sensitivity and the values he promotes in order to try to guide consumer decisions.

  • Web Project Leader

    The Web Project Leader possesses both strong technical knowledge, considerable familiarity with web culture and good marketing skills. At the heart of an Internet project, he coordinates all development stages, from strategy to production through creation. He prepares the budget and planning, supervises the creative people and technical teams as well as external service providers. As the main contact with customers, he also listens carefully to their needs.

  • e-Business / e-Commerce Consultant

    The e-Business or e-Commerce Consultant defines the best commercial approach to a business on the web. He identifies its needs, writes specifications, sets up a strategic online plan, measures its impact and strives to optimise it. An Internet expert, he suggest the technical and financial solutions that are most appropriate for his company and which integrate perfectly with business challenges.

  • Social Media Manager

    The Social Media Manager develops and implements brand marketing strategy on social networks. The content of a brand (brand content) is a key aspect of his work as well as the return on investment (ROI) from his recommendations. The analytical monitoring of social campaigns and optimisation have become key responsibilities in this type of profession. According to the goals set by the brand, he will need to develop brand awareness, relationship marketing and conversion strategies.

  • Online Media Planner

    The Online Media Planner has many roles. As a passionate connoisseur of new technologies, he is responsible for the visibility of a business on the web and for increasing the flow of visitors. By mastering media tools in social, SEO or display and exploiting new knowledge of advertising media on the Internet, he is in charge of online media budgets and measures their performance.

Program Structure

This 15-month program combines the 1st year and the 2nd year of Master:

From October to February: Master 1 courses

Students follow the Master 1 program, in full time, from Monday to Thursday. Teaching, workshop and e-learning/webcast represent about 480 hours.

From March to July: Master 2 courses

Students follow the Master 2 program, in full time, from Monday to Thursday. Teaching, workshop and e-learning/webcast represent about 500 hours. This semester also includes 2 trips to Europe.

From August to December: internship and thesis

During this 5-month period, students complete an internship in luxury companies and/or do a personal work for their Master’s thesis.
In November, they have to defend their thesis in front of a jury.