Given the recent explosion in the volume of data, the ability of companies to exploit its potential and transform it into a strategic and competitive advantage is still considerably underdeveloped. Data processing requires the appropriate technical expertise as well as the awareness of managers that the “data” should be at the centre of decision making. Dedicated to Digital Marketing Intelligence and Analytics, Toulouse Business School’s new MSc in Digital Intelligence & Marketing Analytics (DIMA) has been designed to meet these objectives.

It aims to provide students with a unique set of multi-disciplinary skills and has been designed in close collaboration with the industry. The teaching favours an applied and operational dimension, allowing the validation of three high level international certifications. The programme is taught 100% in English and the first intake is in January 2017. 

Data at the heart of tomorrow’s businesses

More than a technological revolution, big data reveals that the amount of data generated by technological progress will serve as a base for the competitiveness of a company’s future, allowing it to support its decision making, acquire knowledge, optimize its activities, as well as to be innovative. A true management revolution, this change should be based on the combined skills in Marketing/ Business, mathematics/ statistics and computing that the education market provides very little of in Europe, although there are a dozen or so programmes in the United States, but none all in France.

For the companies that understand the issues, these new managerial profiles are waited upon, as confirmed by Hammou Messatfa, IBM Europe Government Technical Leader:

“Recent studies show that there is a huge recruitment potential of analytic data scientists, 66% of open positions not being covered. To meet these challenges, IBM supports the launch of the MSc in Digital Marketing Intelligence & Analytics with an academic training programme for students at Watson Analytics. The wealth of teachings and profiles offered by Toulouse Business School is a considerable asset to meet the demands of our customers.”

In applying the synthesis of these skills to all of a company’s marketing functions, TBS’ programme is a precursor. The result of a joint collaboration between researchers, businesses and academic staff, it aims to train managers with the technical knowledge required to process data, but also promoters of a new culture of decision in the company. 

MSc DIMA, a new programme of excellence

MSc DIMA, designed at the crossroads of marketing, computer science, applied mathematics and statistics, is distinguished by a unique combination of managerial, scientific and technical skills. The programme aims to give students a thorough understanding and mastery of the most advanced tools in the areas of relationship marketing, experiential or behavioural neuromarketing. Specialized knowledge of the key levers of data-driven marketing, digital marketing and management of digital innovation will allow future managers to become key players in a company’s decision-making processes. They will be able to manage complex projects and innovative in international and multicultural environments.

“Big Data is a strategic resource for companies. It disrupts ways of thinking, business models and management. However, today there is a lack of global expertise and competence in this area and businesses aware of the problem are looking for skilled managers. Managers capable of organizing data and extracting relevant information for making strategic decisions. The aim of this new program is to meet the needs of businesses, by providing our students with strong skills in the area of Big Data that will optimize business activity and innovation,” said Kevin Carillo, the head of MSc DIMA at TBS. 

As part of the programme, students will interact with leading experts in data-driven marketing. TBS involves high-level professionals from companies such as IBM, SAP, SAS, Capgemini, Tableau, Dataiku, Synomia, Inbox, Data & Data and Ekito.

In addition to acquiring managerial, scientific and technical skills, students also have the opportunity to get three of the top five professional certifications, recognized internationally in the area of Big Data: INFORMS – Analytics Certified Professional (CAP); EMC – Prove Professional Data Scientist Associate (EMCDSA); SAP-Design Thinking for Business Innovation (THINK 1). 

Multiple career opportunities in a growth sector

Since 2010, the Big Data industry has continued to grow. Estimates by analyst firm Gartner reveal that 4.44 million IT-related big data jobs were created worldwide in late 2015. According to forecasts, this figure will be increased fivefold by 2017.

The many opportunities available to graduates include strategic marketer, e-marketing, data strategist, data analyst, data planner, customer intelligence manager and marketing researcher. Graduates will therefore have the opportunity to access high-level careers at leading companies or become entrepreneurs of digital innovation.

The new programme, which starts in January 2017, is for graduates holding at least a Bachelor and Master’s degree. The training includes two semesters of full-time courses and a six month internship at a company. The MSc DIMA is taught entirely in English.

For more information:

Video presentation of the MSc DIMA 
Website for the MSc DIMA 

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