Master in Marketing and Market Research

Program objectives

With its social science orientation, the Marketing and Market Research Master Program differs from strictly operational training programs. It is designed to train marketing executives with strong analytical and creative skills, who are prepared to operate and innovate in novel and rapidly changing consumer markets, for which traditional marketing tools are no longer adequate.

The program offers a progressive approach to the field:

• first, the acquisition of underlying socio-economic and methodological concepts, through core courses in the social sciences, as well as of specific skills in marketing and market research;
• then, an overview of current and emerging marketing practices as well as a solid initiation to the various aspects of the profession through discovery seminars;
• finally, practical professional training through specialized courses and case studies, market research projects, and opportunities for taking a year off as well as for internships and apprenticeships.

Main orientations and specific features

The first year focuses on the acquisition of theoretical tools in the social sciences, marketing and market research, with a particular emphasis on innovative practices in digital marketing. This theoretical approach is reinforced with real-world applications through the use of numerous case studies and simulations.

The second year is devoted to developing professional skills and to more in-depth courses, preparing students for successful entry into the labour market. A wide range of specialized courses are available in the third semester:

• marketing of highly differentiated and luxury goods products in high growth markets
• digital marketing and e-business
• alternative marketing (organizational, cultural, public sector)
• general course (services marketing, B to B marketing, sports marketing, etc.)

In their final semester students must undertake a mandatory internship. Students keen to further develop their professional skills may choose to spend their entire second year in a work-study program, with one day of courses at Sciences Po and the rest of the week spent in the workplace.

Career Opportunities

The Master in Marketing and Market Research prepares students for careers in strategic and operational marketing, for digital marketing entrepreneurship, for careers in consulting, market research, and the luxury goods industry, as well as careers in organizational, cultural, social and public sector marketing.