MSc Data Science for Marketing


Gain a deep understanding of the customer journey through data science. Go beyond awareness, acquisition and activation of customers to understand where your best customers are coming from - and how to customise your marketing strategy for them. Predict churn rates and make a plan to better engage customers. From methodologies like machine learning and the fascinating field of psychometrics to practical skills like R and Python programming, you'll be able to see things others miss.

Audencia's high quality and commitment to corporate social responsibility (CSR) prepare you for an impactful career in data analysis and marketing decision-making. Audencia is amongst the 1% of business schools holding all three top international academic accreditations (EQUIS, AACSB and AMBA). We are also recognised as a Top 30 school globally in the Positive Impact Rating for Business Schools by the UN's PRME Global Forum.

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Key Information

Degree Earned: Master of Science

Language: English

Duration: 24 months, full-time

Programme Start: September

Eligibility See Admissions Pathways for full eligibility requirements, programme options and tuition


This programme prepares you to provide data-driven insights and make strategic decisions in marketing. You will develop solid skills in data analysis as well as technical mastery of key software, programming languages and applications, from programming in R and Python to building automated customer segmentation. You will also get to work in real databases provided by Audencia’s corporate partners.

Throughout the programme, you will be invited to a large number of expert interventions, to further acquire concepts through real-world situations and participation in data mining hackathons. An applied approach, much sought after by employers!

The MSc in Data Science for Marketing is based on educational methods that combine both theoretical knowledge and practical skills.  The courses are structured around three dimensions:

  • Strategic marketing
  • Transformative consumer behaviour
  • Sustainability, innovation and impact in a finite world
  • Database and marketing information systems (MIS)
  • Algorithmic marketing and MarTeck stack
  • Market intelligence
  • Managerial statistics for data science
  • Machine learning for marketing
  • Marketing analytics and consumer psychometry
  • Big data and AI for marketing
  • Predictive analytics
  • Casual and prescriptive marketing analytics
  • Website and social media analytics
  • Data science consultancy project


Here are a number of examples of positions you could occupy after completing an MSc in Data Science for Marketing:

Specialist careers: Marketing analyst, Marketing data analyst, Marketing analytics consultant, Data scientist, Data marketing architect, Consumer insights manager

Business sectors with data-rich professional environments: Wholesale distribution, telecoms, banks, insurance, services

Employers: Consulting agencies, national and international groups, web giants, small to medium sized businesses, start-ups

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Admissions & Finance

Join us in Nantes to internationalise your future career! Here is a breakdown of everything you will need to make it smoothly through the application process.

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Master in Managent and MSc programmes: 

  • Proficiency in English
  • 3-year degree in any field


See Admissions Pathways for full eligibility requirements.

You may begin your online application at any time; you can save it and make changes before submitting. Admissions are open until the programme is full; however, we strongly recommend applying by the early application deadline of 31 January for the September intake.


See Admissions Pathways for a full list of required documents, and detailed admissions process.

2-year MSc programme (all specialisations) 

  • €25,000

2-year Master in Management programme (including MSc specialisation)

  • €33,000


Study abroad option*

For study abroad and summer terms, additional tuition fees may be applied by partner institutions according to the number of credit hours taken. If additional tuition fees apply, these fees will be paid directly to the partner institutions.

*Available to Master in Management students only.

There are a range Audencia scholarships you may be eligible for, as well as an extensive number of external scholarships. 


View full scholarship details.


Please contact us if you have any questions.