Specialized Master's
Marketing: Management and Digital Strategy
Marketing: Management and Digital Strategy
The Specialized Master's in Marketing: Management and Digital Strategy combines rigorous marketing fundamentals with mastery of the tools of the digital age. Its aim is to train operational marketing managers capable of thinking strategically and acting as practitioners, whatever their function or background. Each seminar systematically links core marketing concepts to their applications and deployment in contemporary digital environments. The programme is designed for digital technicians seeking to develop strategic depth, commercial managers and product managers wishing to integrate digital tools, and generalists looking to consolidate and enrich their overall marketing vision in an increasingly digital environment.
Practical Information
2025–2026Programme Content
The programme is structured around 6 thematic modules, each systematically linking marketing fundamentals to digital applications, training operational phygital managers.
Foundations & Consumer Behaviour
- Marketing fundamentals (segmentation, targeting, positioning)
- Consumer behaviour 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 networks
- Content marketing and storytelling
- E-reputation and influence 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
- Commercial management and performance steering
- Artificial intelligence applied to marketing
- Predictive marketing and personalisation
- Negotiation and advanced sales techniques
- Marketing innovation and new technologies
Market Research & Analysis
- Quantitative and qualitative market research
- Sector marketing and international marketing
- Professional thesis methodology
- Business simulation (management game)
- Presentation and defence of marketing projects
Applied professional thesis
Participants must complete an applied professional thesis on a project linked to their company, sector, and area of activity. This work is supervised by an ISCAE professor.
A research methodology seminar and six supervision sessions are planned. The defence takes place before a panel of professors and industry professionals.
Assessment Methods & Admission
Assessment Methods
Modules are validated by a minimum average of 12/20 per module. A grade below 8/20 in any subject requires a resit in the second session.
Assessment is based on continuous evaluation, the final examination, attendance, and participation. The programme concludes with the defence of the professional thesis.
Entry Requirements
Target Professions
The programme prepares graduates for senior positions in the following fields:
Programme Structure
Teaching is delivered in person. These arrangements may be subject to change in accordance with prevailing health and safety guidelines.
File-based selection
Review of qualifications and professional background to verify eligibility requirements.
Written examination
Test designed to assess fundamental knowledge in marketing and management.
Oral examination
Motivation interview to assess the candidate's aptitudes and professional project.
Professional thesis
Defence before a panel of professors and industry professionals.
Download the programme sheet
Marketing: Management and Digital Strategy — ISCAE Casablanca
Get in Touch
ISCAE — Casablanca
Km 9.5 route de Nouasseur, B.P 8 114 Casablanca – Oasis
