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.
Training Rhythm
Alternating (4 days in companies / 1 day at school)
Campus
Paris, Lyon
Admission
Outside Parcoursup
Academic Recognition
RNCP Title 38504 Manager of Marketing and Communication Strategies
Understanding AdTech/Advertising Technology and advertising network ecosystems
role of DSP/SSP, DMP/CDP, targeting (contextual, data), brand safety, GDPR/TCF rules
Mastering new media business models
programmatic buying, retail media (Amazon, Carrefour, Cdiscount…), CTV/AVOD/SVOD and DOOH for 360° plans
Integrating influence and creator networks into media planning
creators/KOL, creator economy, UGC formats, influence marketplaces, paid/owned/earned synergies
Managing KPIs, optimizing ROI, and reporting clearly
attribution (MTA/MMM), GA4 dashboards & ad platforms, incrementality tests, actionable client recommendations and reporting
Understanding AdTech/Advertising Technology and advertising network ecosystems
role of DSP/SSP, DMP/CDP, targeting (contextual, data), brand safety, GDPR/TCF rules
Mastering new media business models
programmatic buying, retail media (Amazon, Carrefour, Cdiscount…), CTV/AVOD/SVOD and DOOH for 360° plans
Integrating influence and creator networks into media planning
creators/KOL, creator economy, UGC formats, influence marketplaces, paid/owned/earned synergies
Managing KPIs, optimizing ROI, and reporting clearly
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.
Agency Competitions
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...
Media Ecosystem Seminar
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.
Special Media Operations Seminar
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.
Digital Transformation Project of the Media
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.
Media Creation Project
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.
Podcast & digital audio project
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.
minimum months
of professional experience
weeks
of projects & thematic seminars
RNCP title
level 7 - upon completion of the Master's 2
minimum months
of professional experience
weeks
of projects & thematic seminars
RNCP title
level 7 - upon completion of the Master's 2
Are you wondering if
The answer is yes if ...
You are attracted to media and strategy
You want to understand the logic of dissemination, activation, and performance of campaigns
You want to learn from industry professionals
You are looking for hands-on training, led by expert speakers and focused on practice
You want a job and a network to go with it
You wish to access opportunities through a network of companies and Alumni
You are looking for training that is in line with industry developments
You want to train in new uses, tools, and strategies of digital and media
You also want to develop personally
You wish to gain in leadership, creativity, and the ability to carry innovative projects
Are you wondering if
The answer is yes if ...
You are attracted to media and strategy
You want to understand the logic of dissemination, activation, and performance of campaigns
You want to learn from industry professionals
You are looking for hands-on training, led by expert speakers and focused on practice
You want a job and a network to go with it
You wish to access opportunities through a network of companies and Alumni
You are looking for training that is in line with industry developments
You want to train in new uses, tools, and strategies of digital and media
You also want to develop personally
You wish to gain in leadership, creativity, and the ability to carry innovative projects
Join the School of Advertising
of our graduates employed within 6 months of completing their studies
Alumni present in the largest agencies and companies
communication school in the Happy at School 2024 ranking
of our graduates employed within 6 months of completing their studies
Alumni present in the largest agencies and companies
communication school in the Happy at School 2024 ranking