Specialized Master's
Marketing: Digital Management and Strategy
Marketing: Digital Management and Strategy
The Specialized Master's in Marketing: Digital Management and Strategy is a program that combines rigorous marketing fundamentals with mastery of the digital era's tools. Its ambition is to train operational marketing managers capable of thinking as strategists and acting as practitioners, regardless of their role or sector of origin. Each seminar systematically links core marketing concepts with their applications in contemporary digital environments. The program is designed for digital professionals seeking strategic depth, sales managers and product managers who want to integrate digital tools, or generalists who wish to consolidate and enrich their overall marketing vision in an increasingly digitalized environment.
Practical Information
2025–2026Program Content
The program is structured around 6 thematic modules systematically linking marketing fundamentals with digital applications, to train operational phygital managers.
Fundamentals & Consumer Behavior
- Marketing fundamentals (segmentation, targeting, positioning)
- Consumer behavior and customer insights
- Marketing environment and strategic intelligence
- Leadership and team building
- Marketing in the digital age: introduction
Advanced Marketing Mix
- Product policy and innovation
- Pricing strategy and revenue management
- Distribution and retail management
- Sales force management
- Trade marketing and category management
Brand & Communication
- Brand management and brand identity
- Integrated communication strategy
- Digital communication and social media
- Content marketing and storytelling
- E-reputation and influencer marketing
Digital & Data
- Digital strategy and marketing transformation
- SEO / SEA and traffic acquisition
- Analytics and data-driven marketing
- CRM and marketing automation
- E-commerce and advanced digital marketing
Sales Force & AI
- Sales management and performance steering
- Artificial intelligence applied to marketing
- Predictive marketing and personalization
- Negotiation and advanced sales techniques
- Marketing innovation and new technologies
Research & Market Analysis
- Quantitative and qualitative market research
- Sector marketing and international marketing
- Professional thesis methodology
- Management simulation (business game)
- Presentation and defense of marketing projects
Applied Professional Thesis
Participants must complete an applied professional thesis on a project related to their company, sector, and activity. This work is supervised by an ISCAE professor.
A research methodology seminar and six supervision sessions are provided. The defense takes place before a jury composed of professors and professionals.
Assessment Methods & Admission
Assessment Methods
Modules are validated with a minimum average of 12/20 per module. A grade below 8/20 in any subject requires a resit in a second session.
Assessment is based on continuous assessment, final exam, attendance, and participation. The program concludes with the defense of the professional thesis.
Access Requirements
Target Positions
The program prepares graduates for senior positions in the following fields:
Program Structure
Classes are delivered in-person. These arrangements may change in accordance with applicable health guidelines.
File-based Selection
Review of degrees and professional background to verify eligibility.
Written Examination
Test to assess fundamental knowledge in marketing and management.
Oral Examination
Motivation interview to assess the candidate's aptitudes and professional project.
Professional Thesis
Defense before a jury of professors and professionals.
Download the program sheet
Marketing: Digital Management and Strategy — ISCAE Casablanca
Contact Us
ISCAE — Casablanca
Km 9,5 route de Nouasseur, B.P 8 114 Casablanca – Oasis
