Master in Marketing Insights & Data Analytics Strategy

Master in Marketing Insights & Data Analytics Strategy

Entry level
3 years of post-secondary study

Diploma awarded
State-recognized Master’s degree (5 years post-secondary, RNCP level 7*)

2 years, starting in September

Language of instruction

Work-study, 2 days in school/3 days in company

Tuition fees
€11 865 per year


The Masters Cycle of the Master in Management – Grande Ecole program comprises a two-year curriculum officially recognized by the Ministry of Higher Education and Research and is awarded with a Master’s-level diploma (5 years of post-secondary studies – Level 7*). It benefits from being delivered by a triple crown internationally accredited school (AACSB, AMBA and EFMD).

The Marketing Insights & Data Analytics Strategy specialization can be accessed via parallel admissions in the fourth year of studies (Master 1).

By taking this work-study specialization, students will go on to become marketers capable of fully grasping the consumer environment, recent marketing techniques and Big Data in order to identify the most relevant marketing insights.

Their aim will be to optimize the consumer experience (UX) and the return on investment (ROI) for the brand in question.

*The level 6 (NSF 313) "Diplôme en management général et international" awarded by PSB Paris School of Business is RNCP registered under the reference number 36785 by the Director General of France compétences as of 01/09/2022.

Aim of the specialization

A new kind of marketing is now to be found at the core of brand strategy.

Never before has it been faced with so much information. When identified, collected, analyzed, and exploited, data is present at the center of both strategic and operational decisions.

Our ambition: to train new marketers to rise to this challenge.


  • A comprehensive Marketing / Communications program
  • A grasp of the essential quantitative and qualitative analytical tools
  • A capacity for multi-disciplinary strategic interpretation
  • Parallel and immediate operational competence via the work-study format

Skill objectives

For successful completion of their Masters, students must validate the five following skillsets.

If students do not validate all the skillsets required for obtaining the professional certificate but successfully complete all skills related to one of the sets, each of the skillsets concerned will have been definitively validated.

  1. Devising a departmental/organizational strategy
  2. Planning, optimizing, and managing the budget and coordination of z department and/or organization’s financial affairs
  3. Managing a transformation and/or innovation project in a national and/or international context
  4. Managing individual staff and teams
  5. Managing business intelligence-oriented data (strategy, web marketing, and sales)This program cannot be combined with another training program.

However, partial certification with another program is possible (see the RNCP diploma file).

In addition, prior professional experience may be validated with credits upon request, which must be submitted by email to:

For further information on the validation of prior experience at PSB, please visit the following page.

A Word from the Head of Specialization

"Before committing yourself, it is worth noting any potential candidate that this is a demanding Master’s. Above all, it requires an especially high level of intellectual curiosity, as well as a pronounced taste for hard work, efficiency and rigorous effort, a permanent thirst for learning, and of course a boundless desire to succeed, but with passion and respect. By putting in all this effort, graduates of the program will be rewarded with a smooth transition into the working world, in one of the many data driven marketing professions of today and tomorrow.”

Jean-Marc LEHU

Head of Specialization


Work-study contracts signed per year


Specializations 100% in work-study mode


Corporates partners



*Paris Business School figures 2023

Academic content

    Master year 1:


    The Master 1 begins with a core course semester examining the essentials of management.

    The second semester combines the fundamentals of marketing knowledge (operational marketing, sales & negotiations, advertising communications) with strategic reflection (intercultural management, studies & research, digital etc.) in order to underline the synergy between the two areas and their operational capacity.


    Master year 2:


    In the Master 2 year, the aim is to broaden the apprentice student’s skills via the mastery of tools (python, Salesforce, Excel, Tableau…), their knowledge of a range of areas (sociology, psychology, cybersecurity, data intelligence, crisis management, brand strategy…), diversify their culture, and develop concrete professional expertise.

    Total class time is 511hrs for the fourth year and 504hrs for the fifth.

    Teaching format

    Over the course of their time at Paris School of Business, students receive a varied teaching approach in order to nurture their creativity and adaptability.

    Teaching formats :

    • Groupwork
    • Theory classes
    • Professional simulation exercises
    • Inverted classes
    • Business Games
    • Common-theme projects
    • Workshops

    Assessment methodology

    Successful completion of the five required blocks delivers the intended Master in Management – Grande Ecole program diploma and the associated level 7 RNCP certificate.

    The skill validation frame of reference is based upon written and oral assessment methods, including the following:

    Case studies :

    • Professional simulation exercises
    • Roleplay exercises
    • Individual and group projects
    • Professional placement report

    Current academic year: 2023-2024


    The admissions procedure for entry onto a Master’s-level Paris School of Business program comprises analysis of an application dossier, an English test and a one-to-one interview.


    1. Comprehensive application dossier analysis

     Application dossier

     ID photo

     Copy of ID

     Photocopies of diplomas obtained and reports from Baccalaureate (end-of-secondary) level onwards (officially certified and translated into French for non-French documents)


     Covering letter

     French test results obtained (TCF, DELF/DALF) if French is not the native language.

     Supporting statement from a teacher, head of institution, or an employer (not mandatory but strongly recommended)

     €100, covering admin fees (€50 for French state scholarships upon presentation of a definitive scholarship allocation for the year in progress)

    2. English test

     English test results obtained (IELTS/TOEFL TOEIC) in last 2 years for applicants to have already taken a test.

    If you are not in a position to provide this official grade, you will receive a link to an online test.

    Minimum level required for applicants to programs in English:

    à 1st-3rd years : IELTS 5.5/TOEFL 70

    à 4th year : IELTS 6 / TOEFL 80

    3. Individual interview

     The aim of this interview is to assess your degree of motivation and open-mindedness, as well as to evaluate the complementarity of your personality, your knowledge and the teaching delivered at Paris School of Business.

    It is also designed to assess your ability to imagine/construct an idea and suggest an original solution to an issue.

    Personalized support

    We offer personalized support for people suffering from disabilities as well as for sportspeople, artists, and entrepreneurs.

    To find out more, consult our specially dedicated page.

    2022 Results Indicators


    of graduating students are in full employment


    found a job within six months following graduation

    €40 350

    average salary


    of students have found employment in line with their level of studies


    of Masters in Management – Grande Ecole students graduated

    Apprenticeship contract break rate: 3%

    Rate of break from studies in progress: 2.52%

    Specific indicators are calculated by ministries in charge of professional training programs and State Education. Available at:

    Following successful completion of the Marketing Insights & Data Analytics Strategy specialization, graduates can aspire to a wide range of positions, such as the following:

    • Market Research Project Manager
    • Brand Manager
    • Marketing Manager
    • Product Manager
    • Trade marketing Manager
    • CRM Manager
    • Category Manager
    • Advertising Account Manager
    • Market Research Data Analyst
    • Consumer Insights Manager

    The school does not offer any track beyond graduation from this program.

    Tuition fees

    This training program costs €11,865 per year and will be covered in their entirety by your host company since you will be registered on a work-study contract.

    In addition, as an employee of the company you will receive a salary.



    For any questions regarding the Marketing Insights & Data Analytics Strategy specialization, please contact the Admissions service.

    Céline Renault

    Head of Master in Management – Grande Ecole program admissions


    Charlotte HAMEL
    Cloud Sales Specialist, Microsoft

    I joined Paris School of Business following secondary studies in Science and then took the Master in Marketing Insights & Data Analytics Strategy specialization in my fourth year. My last year of the

    Masters was rich in learning opportunities thanks to my work-study at SAP France working as a business engineer.

    Paris School of Business enabled me to exchange ideas with outstanding and enthusiastic professors. They passed on to me the knowledge and tools needed to make the difference within a company. The various salons and seminars, namely the Cours Florent, coupled with the classes and chances to gain professional experience, mean that I am now a reactive, attentive, determined, and self-confident person.

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