PROGRAM DESCRIPTION
The Executive Master in Marketing trains professionals capable of designing and managing innovative marketing strategies in a constantly changing environment. The program combines strategic marketing, digital transformation, data analytics, brand management, and leadership to develop a holistic and results-oriented vision.
Thanks to a pedagogy based on real cases, applied projects and the expertise of recognized professionals, participants acquire the necessary skills to create value, strengthen the customer experience and support the growth of organizations.
WHAT YOU WILL ACQUIRE
Upon completion of the program, you will be able to:
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Develop and deploy effective marketing strategies.
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Master the tools of digital marketing and data analysis.
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Strengthen customer experience and brand value.
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Harness artificial intelligence and new marketing technologies.
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Develop new growth and market opportunities.
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Manage teams and drive change.
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Integrate sustainability and ethics issues into marketing decisions.
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Carry out a consulting project applied to a real business problem.
LEARNING BY DOING
Consulting Project
Give a strategic dimension to your learning during the graduation project. Through this consulting project, you will work in immersion on real cases and complex issues of partner companies, thus combining academic rigor and immediate field impact.
AN EXCLUSIVE IMMERSION IN PARIS
Enrich your global vision with an intensive week in the heart of the French capital. This stay includes three days of high-level academic seminars at IAE Paris, complemented by a full day dedicated to visiting a major international company.
PROGRAM STRUCTURE
The Executive Master in Marketing is an 18-month program, delivered in person on a Friday-Saturday rhythm, and structured over two progressive semesters.
SEMESTER 1 — BUILDING STRONG MARKETING FOUNDATIONS
UE1 — Marketing Fundamentals & Strategy
Fundamentals of Business & Strategic Marketing · Principles of Marketing Mix
UE2 — Strategy & Performance
Strategic Sales Management · Omnichannel Strategy & Customer Journey Optimization · Innovation Marketing
UE3 — Qualitative & Quantitative Methods for Marketing
Qualitative Methods / Voice of the Customer · Quantitative Methods
UE4 — Brand Strategy & Management
Strategic Brand Management · Brand Promotion & Advertising Strategy
UE5 — Digital Marketing & Customer Experience
Digital Marketing & Data Analytics · Customer Experience in the Digital Age
SEMESTER 2 — INNOVATION, LEADERSHIP & GROWTH
UE6 — Digital Innovation & B2B Marketing
AI-Driven Marketing · Social Selling & B2B Marketing
UE7 — Team Management & Customer Relations
Leadership for Change & Innovation · Customer Centricity
UE8 — New Market Development & International Expansion
Business Development & Market Solutions · International Professional Seminar · International Company Visit
UE9 — Value Creation & Emerging Challenges
Value-Based Strategy in Marketing · Sustainable & Ethical Marketing
UE10 — Consulting Project
Consulting Project Methodology · Personal Development & Coaching · Applied Consulting Project
Who This Program Is For
- Non-marketers who want to specialize in marketing (managers, engineers, retraining profiles).
- Also open to marketers who want to update and evolve their skills and/or obtain a recognized title.
- Prerequisite: minimum 3 years of professional experience.
Selection & Format
- Study of the application file.
- Interview with a jury.
Mode: In person (Friday-Saturday)
Start: January 2027
Duration: 18 months
Tuition Fees
100 000,00 MAD HT
