Master's
The Master's in Media Strategy & Digital Activation provides you with the methods to master the levers of entertainment marketing.
2 years in alternating education
E-commerce banners that remind you of the product left in the cart, dynamic ads that adapt to the time, DOOH screens whose visuals change at the first cloud: media buying is now played in milliseconds, driven by data and AI. This certification program in 2 years teaches you to decode audiences in real-time, buy programmatically (open auction & deals), customize each impression on ad exchanges and measure performance finely (attribution, incrementality, MMM). AI workshops, advertiser cases, and technical certifications punctuate the training to design, activate, and optimize 360° media strategies aligned with the business objectives of brands.
Beyond the courses, action-based pedagogy transitions your skills from theoretical to operational with several flagship projects. At the end of the 2 years, you are ready to join media agencies, publishers, advertisers, or media outlets.
Alternating (4 days in companies / 1 day at school)
Paris, Lyon
Outside Parcoursup
RNCP Title 38504 Manager of Marketing and Communication Strategies
role of DSP/SSP, DMP/CDP, targeting (contextual, data), brand safety, GDPR/TCF rules
programmatic buying, retail media (Amazon, Carrefour, Cdiscount…), CTV/AVOD/SVOD and DOOH for 360° plans
creators/KOL, creator economy, UGC formats, influence marketplaces, paid/owned/earned synergies
attribution (MTA/MMM), GA4 dashboards & ad platforms, incrementality tests, actionable client recommendations and reporting
role of DSP/SSP, DMP/CDP, targeting (contextual, data), brand safety, GDPR/TCF rules
programmatic buying, retail media (Amazon, Carrefour, Cdiscount…), CTV/AVOD/SVOD and DOOH for 360° plans
creators/KOL, creator economy, UGC formats, influence marketplaces, paid/owned/earned synergies
attribution (MTA/MMM), GA4 dashboards & ad platforms, incrementality tests, actionable client recommendations and reporting
One expertise, many experiences
To help you better envision this training in Media Strategy & Digital Activation, we offer you an overview of the training and a glimpse of the many career opportunities.
A true marker of project-based pedagogy, competitions allow students to tackle real briefs proposed by partner companies. In teams, they design recommendations worthy of communication agencies and present them to the client.
Among the partners: TF1, SCNF, Doritos, Crédit Agricole, Ferrari...
Who captures attention today? For a week, you analyze the players, economic models, and transformations of the media. Objective: to understand the diffusion logics and identify the levers that drive the performance of campaigns.
Create the 'wow' effect, step outside traditional formats. You imagine creative and integrated media devices capable of surprising, engaging, and amplifying brand visibility across different channels.
Reinvent a media to remain relevant. You rethink its content, formats, and distribution channels to adapt to digital usage and the new expectations of audiences.
Every day, new media emerge: podcast, YouTube channel, Instagram/TikTok account… In teams, you create a differentiating editorial concept, formalize an editorial line, define your ICP/personas, and then build a distribution & monetization plan (owned/earned/paid), including KPIs (reach, watch time, CAC, ARPU) and a growth roadmap.
Voice is the new screen. You write, produce, mix, and launch a podcast, then design its audio acquisition strategy: audio search, social media, programmatic audio (SSP/DSP, contextual targeting & data), brand safety, and creative format (host-read, dynamic spot). Objective: qualified audience, retention, and ROI.
One training, multiple careers
The Master's in Media Strategy & Digital Activation prepares you for strategic roles in media planning, digital acquisition, and marketing performance. Discover the career opportunities and professional prospects available after the training.
A training designed to meet market demands, training profiles capable of designing and activating effective media strategies.
of professional experience
of projects & thematic seminars
level 7 - upon completion of the Master's 2
of professional experience
of projects & thematic seminars
level 7 - upon completion of the Master's 2
Are you wondering if
The answer is yes if ...
You want to understand the logic of dissemination, activation, and performance of campaigns
You are looking for hands-on training, led by expert speakers and focused on practice
You wish to access opportunities through a network of companies and Alumni
You want to train in new uses, tools, and strategies of digital and media
You wish to gain in leadership, creativity, and the ability to carry innovative projects
Are you wondering if
The answer is yes if ...
You want to understand the logic of dissemination, activation, and performance of campaigns
You are looking for hands-on training, led by expert speakers and focused on practice
You wish to access opportunities through a network of companies and Alumni
You want to train in new uses, tools, and strategies of digital and media
You wish to gain in leadership, creativity, and the ability to carry innovative projects
Join the School of Advertising