Specialised track: digital marketing & AI - EMBA

Specialised track: digital marketing & AI

Boost your business strategy through data and artificial intelligence. A high-level expert pathway designed to master strategic digital marketing and drive innovation within the Executive MBA.

Overview

Marketing is no longer just about following trends; it must now anticipate them through digital transformation. This programme equips you with the tools to design a powerful digital brand strategy, integrating mobile and relationship marketing at the core of your business model. Its objective is to turn technological complexity into a driver of sustainable growth for your organisation.

The ICN experience stands out through its approach to artificial intelligence and data. You will explore databases and AI technologies not as purely technical tools, but as engines for strategic decision-making. By working on digital customer experience and omnichannel strategies, you will learn to manage integrated communication campaigns (SEO, inbound marketing, social media) enhanced by the power of AI.

The impact of this pathway is decisive for your leadership approach: it enables you to move from operational management to digital governance. By mastering data flows and new customer journeys, you will be able to lead complex projects with renewed agility. This certificate in “Digital Marketing” validates your ability to embody visionary leadership in a world where AI is constantly redefining the rules of performance.

A track delivered as part of the degree programmeExecutive MBA

Eligibility criteria

→ Higher education degree (minimum Bachelor’s level or equivalent – Recognition of Prior Learning possible) → Minimum 5 years of professional experience → English proficiency: B2 level
Campus

Nancy
Language

French & English
Duration

54 hours / 6 days
Programme Structure

Part-time On-site
Tuition fees

€3,750 (exempt from VAT)

Certification

This module can be credited towards the Executive MBA degree pathway.
Successful completion of the assessments leads to the award of a certificate in “Digital Marketing and AI” issued by ICN Business School.

Key strenghts

EMBA synergy: a module that can be credited within ICN Business School’s Executive MBA degree pathway.
Focus on generative AI: an immersion in emerging trends and the practical use of AI to optimise the marketing mix.
International dimension: the opportunity to take part in an international seminar in Asia and engage with global ecosystems.
Transdisciplinary approach: a teaching method combining relationship marketing, data analysis and the ethical challenges of digital technologies.
Immersive learning: practical projects based on real-life cases and the use of cutting-edge digital platforms.

Objectives

To master the fundamentals of both strategic and operational digital marketing.
To develop a strong understanding of core digital marketing concepts.
To master data analysis techniques.
To understand how AI can be leveraged to enhance digital marketing strategies.

Participants apply this knowledge through practical projects and real-world digital marketing case studies, using real data and integrating AI-driven solutions.

Target audience

Senior executives and managers seeking to integrate AI into their overall strategic vision.
Marketing managers and business unit leaders facing the challenges of digital transformation and the digital economy.
Entrepreneurs, engineers or PhD graduates aiming to harness the potential of AI to create new value models.

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FAQ : Everything you need to know about the "specialised track: digital marketing & AI"

Why pursue a Digital Marketing and AI pathway today? Hide answer Show answer

Because digital marketing is now evolving alongside data and artificial intelligence. Organisations must integrate these dimensions to remain competitive and deliver more effective strategies.

How does ICN ensure a truly practical approach? Hide answer Show answer

The programme is based on real-life case studies, practical projects and the use of real data, enabling the direct application of skills in a professional context.

What makes this pathway distinctive? Hide answer Show answer

It is rooted in ICN’s #ArtTechnologyManagement DNA, a unique transdisciplinary approach that brings together management, technology and creativity to develop decision-makers capable of innovating and adapting in complex environments.

How can this pathway accelerate my career? Hide answer Show answer

It enables you to move from an operational role to a strategic one by developing a holistic view of the organisation and strengthening your ability to lead complex digital transformations.

What is the value of the certificate awarded by ICN Business School? Hide answer Show answer

The certificate issued upon completion of the programme attests to the relevance of your skills and their direct applicability in a professional context. It enhances the credibility of your profile, drawing on the academic excellence of a triple-accredited institution recognised internationally.

Campus

Nancy

The Nancy – ARTEM campus benefits from a dynamic cultural environment and a strategic position in Europe. It offers an ideal setting for student life at the heart of France’s 3rd largest student city in 2026, according to Le Parisien.

With a more affordable cost of living than Paris, Nancy is not a fallback option. It is a city on a human scale, made for you, with a wealth of activities dedicated to students and an impressive cultural and historical heritage.

Nancy