Today, digital innovation has become a necessity, not a choice. The MBA in Digital Marketing and E-commerce is crafted for professionals ready to lead and adapt in a rapidly changing digital environment. This 1-year MBA in digital marketing is ideal for those looking to master cutting-edge tools, strategies, and mindsets that drive success in the digital economy.
The program addresses real-world challenges in areas such as traffic generation, digital strategy, performance analysis, customer engagement, and omnichannel communication. As one of the most relevant digital marketing MBA programs, it offers practical training in digital transformation along with leadership and innovation skills.
You can advance in your current role or shift into a digital-first role with this MBA in digital marketing and e-commerce that gives you the skills to manage digital initiatives, build impactful campaigns, and deliver measurable value.
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Module Code
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Course
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ECTS
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Part A
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MBAISTEC01
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Business Strategy
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5
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MBAISTEC02
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Human Resource Management
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5
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MBAISTEC03
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Fundamentals of Finance and Accounting
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5
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MBAISTEC04
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Leading Organizational Change
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5
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MBAISTEC05
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Strategic Operations Management
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5
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MBAISTEC06
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Research Methodology
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5
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Part B
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Specialization 4: Digital Marketing and E-commerce
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MBAISTEC12
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Digital Communication
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5
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MBAISTEC14
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Growth Hacking & SEO
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5
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MBAISTEC15
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User Experience & Digital Engagement
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5
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Part C
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Capstone Project
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15
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Total Credits
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60
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This module aims to guide students in analysing and assessing different elements of Business Strategic Management within an international setting. It examines key theories, models, and frameworks to offer a deeper understanding of how organizations progress through different phases to attain success. Additionally, the module enables students to analyze the connection between corporate strategies, performance outcomes, and the demands of stakeholders.
LO1. Examine the principles and frameworks of strategic management, and critically assess how organizational strategy aligns with stakeholder demands and performance outcomes.
LO2. Assess the influence of contemporary and evolving economic, political, and cultural factors on strategic decision-making in a global business environment.
LO3. Design effective business strategies amid challenges posed by innovation and change and analyze their role in driving organizational success.
LO4. Create actionable plans for executing business strategies while improving stakeholder satisfaction and engagement.
This module provides a comprehensive understanding of human resource management principles and practices, equipping students with the requisite knowledge, skills, and competencies for effective people management within contemporary organizations. It aims to facilitate the development of students’ individual managerial and leadership philosophies, informed by a critical examination of assumptions and beliefs regarding human behavior in the workplace. Recognizing the dynamic and competitive global business environment, the module addresses the strategic importance of human resource management in navigating organizational challenges across domestic and international contexts. Furthermore, it introduces the relevance of HRM practices within a globalized framework, exploring their significance, scope, and fundamental applications.
LO1: Assess the strategic role of HRM practices and their interplay with organizational behaviour to resolve business challenges and improve effectiveness.
LO2: Critically evaluate key leadership theories by analyzing their characteristics, strengths, and limitations. Assess the leadership behaviour continuum and contextual influences on style selection.
LO3: Analyze organizational behavior and its link to management, assessing influences on individual/group behavior and management’s role in aligning dynamics with strategic goals.
LO4: Evaluate IHRM’s strategic impact on global performance, analyze multinational HRM challenges, and assess best practices for adoption.
This module aims to provide next-generation leaders with a level of practical understanding that can be used in the workplace by covering a range of key areas in financial accounting, management accounting and finance in general. The module covers analysis and interpretation of financial statements of contemporary firms, cost classification, investment appraisal and budgeting affecting the financial behaviour of an organization.
LO.1 Critically analyse Financial Accounting Principles to measure Bottom Line impact and develop competitive strategies.
LO.2 Critique the relevance and significance of Budgeting Process, Techniques and Methods in driving Organizational Performance.
LO.3 Evaluate Financial Statements and business performance using Ratio Analysis.
LO.4 Evaluate investment appraisal techniques to support decision-making.
This module delves into the critical aspects of leading strategic change within organizations operating in today’s dynamic global landscape. It builds upon foundational strategic change management principles to equip students with the knowledge and skills necessary to analyze the need for change, formulate effective change strategies, navigate organizational complexities, and engage stakeholders throughout the transformation process. The module emphasizes the pivotal role of leadership in driving successful strategic change initiatives while considering ethical implications and the impact on organizational performance and stakeholder expectations.
LO1. Critically evaluate the implications of managing strategic change and its role in driving organisational transformation.
LO2. Analyse and critique the key organisational management challenges arising from transformation, assessing their impact on operational and human dimensions.
LO3. Synthesise and critically assess the effectiveness of change strategies, evaluating their influence on leadership dynamics and human behaviour within organisations.
LO4. Critically appraise change management theories, examining their application to leadership and employee engagement in fostering successful transformation.
This module aims to equip postgraduate students with a comprehensive understanding of operations management’s strategic significance and its role in securing a competitive edge for organizational success. It explores the crucial interdependencies between operations and other key business functions, such as marketing, finance, and information systems, emphasizing how their synergistic collaboration drives the achievement of overall business objectives.
LO1: Understand and utilize a range of operations management tools and methodologies, selecting and applying appropriate techniques across diverse operational scenarios.
LO2. Employ information management principles and critically assess their application within operational functions to foster competitive advantage and enhance global organizational competitiveness.
LO3. Apply and critically appraise the significance of project management methodologies in various business contexts.
LO4. Demonstrate an understanding of operations strategy in both national and international settings and evaluate the impact of technological advancements on operational functions.
Research Methodology is an opportunity for students to demonstrate their ability to investigate issues of their own choice over a significant period. Essentially this is an individual effort, but it is carried out with the guidance and advice of a supervisor. Research is a creative and investigative process that only learners can develop in totality. All learners are expected to attend the research methods sessions conducted as scheduled and informed by the course admin. The research methods are conducted to help learners understand the various aspects of Research and the dissertation journey in detail. Research method sessions usually involve detailed lectures and training activities on writing the literature review, different methodologies and philosophies, quantitative and qualitative analysis etc. among other aspects.
LO1: Design and justify an independent research project, selecting appropriate methodologies and philosophies to address a chosen research issue.
LO2: Critically evaluate academic literature, synthesizing key theories and gaps to construct a coherent literature review.
LO3: Apply quantitative and/or qualitative research techniques, demonstrating competence in data collection, analysis, and interpretation.
LO4: Develop a structured dissertation, adhering to academic standards while presenting findings, conclusions, and recommendations effectively.
This module explores the strategic role of digital communication in contemporary organisations, emphasizing its impact on stakeholder engagement and information management. Learners will design and evaluate integrated communication strategies across functions such as marketing, PR, internal communication, and crisis management. The module also examines how digital tools foster innovation, collaboration, and knowledge management, supporting organisational agility. Ethical, legal, and cultural considerations in global digital communication will be critically assessed, enabling students to develop responsible and inclusive communication practices. Through theoretical and practical insights, students will gain advanced capabilities to lead digital communication initiatives in complex business environments.
LO1: Critically evaluate the strategic application of digital communication technologies and platforms in achieving complex organisational objectives, with a particular focus on enhancing stakeholder engagement and optimising information flows.
LO2: Design and assess integrated digital communication strategies tailored to diverse business functions—such as marketing, public relations, internal communication, and crisis response—demonstrating professional judgment and evidence-based decision- making.
LO3: Critically analyse the role of digital communication in driving business innovation, collaboration, and organisational knowledge management, and propose sophisticated digital solutions to foster organisational agility and connectivity.
LO4: Assess the ethical, legal, and socio-cultural implications of digital communication in a global business context, and formulate comprehensive guidelines for responsible, inclusive, and effective digital communication practices.
This module provides a strategic and analytical exploration of digital growth in e- commerce environments. Learners will critically evaluate the principles of search engine optimization (SEO) to enhance online visibility and organic traffic. They will explore and apply advanced growth hacking methodologies to boost user acquisition, customer engagement, and revenue. Emphasis is placed on using digital analytics tools to measure the performance of SEO and growth tactics and to uncover data-driven opportunities for optimisation. Students will also design and implement integrated e-commerce marketing campaigns that blend SEO best practices with growth hacking strategies to maximise conversions and customer lifetime value.
LO1: Critically evaluate the principles and strategic application of search engine optimization (SEO) to enhance website visibility, drive organic traffic, and improve search engine performance across competitive digital landscapes.
LO2: Assess and apply advanced growth hacking methodologies to accelerate user acquisition, foster customer engagement, and stimulate scalable revenue growth within e-commerce environments.
LO3: Utilise digital analytics tools to evaluate the effectiveness of SEO and growth hacking strategies, and identify data-driven insights for continuous performance improvement and strategic optimisation.
LO4: Design and implement integrated e-commerce marketing campaigns that align SEO best practices with growth hacking techniques to maximise conversion rates, customer retention, and lifetime value.
This module provides an in-depth exploration of user experience (UX) design and digital engagement strategies in contemporary digital environments. Learners will critically assess user-centred design principles and information architecture to develop intuitive and accessible interfaces that address complex user needs. Emphasis is placed on designing and evaluating engagement strategies that enhance user satisfaction and drive behavioural outcomes across diverse digital platforms. Students will apply advanced usability testing and user research methods to assess and refine digital experiences. The module also focuses on analysing UX performance metrics and developing data-driven strategies to optimise digital interactions and support long-term organisational success.
LO1: Critically assess the principles of user-centred design and information architecture to create intuitive and accessible digital interfaces that align with complex user needs and enable seamless digital interactions.
LO2: Design, implement, and evaluate strategic digital engagement approaches that enhance user experience, promote targeted user behaviours, and build long-term user relationships across multi-platform digital environments.
LO3: Apply advanced usability testing methods and user research tools to systematically evaluate digital interfaces, identify usability challenges, and inform evidence-based, iterative design enhancements.
LO4: Evaluate the influence of user experience (UX) and engagement strategies on digital performance metrics, and develop data-driven frameworks for optimising digital experiences and driving sustainable online success.
Istec is a prestigious business school in France, renowned for its academic excellence and global recognition. With 63 years of expertise in business education, Istec offers professional bachelor’s, master’s, and doctoral programs across 14 disciplines. The institution collaborates with 100 international exchange centers and has established partnerships with over 1,500 institutions worldwide, fostering strong academic and research collaborations.
Ranked 28th in l’Etudiant 2024 Ranking of business schools in France, Istec stands as a leading institution, equipping future business leaders with the skills and knowledge required to navigate an evolving global economy. As a member of AACSB and EFMD, and recognized by the French State, Istec Business School continues to uphold its reputation for excellence, innovation, and strategic impact in business education.
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