UFRA
Guide
Strategic Marketing Master's

Strategic Marketing Master's

The Marketing Master's trains professionals capable of understanding a market, building a strong brand, and driving growth in a digitalized environment where data has become the primary decision-making lever. Combining strategic marketing, digital expertise, and a commercial mindset, it prepares students for roles in marketing management, business development, and customer experience management.

The programme at a glance

2 years

Master 1 (common foundation and Marketing and Digital Strategy track), then specialized Master 2

120 ECTS

60 per year, 30 per semester, in whole credits per subject

2 diplomas

MBA in Strategic and Operational Marketing (ESG) · Master's (UFRA)

Dissertation + internship

Professional dissertation defense and 4-to-6-month internship

Bac+3

Or direct entry into Master 2 with a completed Bac+4

Hybrid format

On-campus and remote, compatible with employment

Degree awarded

UFRA

Strategic & Digital Marketing Master's

Awarded by UFRA — degree accredited by the State of Côte d'Ivoire

Exit level

Bac+5

Partner

MBA in Strategic and Operational Marketing

Awarded by ESG Paris

Visit ESG Paris

The programme's promise

The Master's is built in two stages.

  • •First year, high-level common foundation shared with the MBA Fast-Track cohort: strategy, financial analysis, management control, OHADA law, data and AI, leadership;
  • •First year, Marketing and Digital Strategy track: consumer behavior and market research, digital marketing and e-commerce, brand management, community management, CRM, B2B marketing, and data marketing;
  • •Second year, deeper specialization: positioning and brand equity, product-service innovation, e-business and data science, market acquisition, customer experience, negotiation, influence, and content strategy;
  • •Second year, professional dissertation and extended internship.

Programme objectives

  • •Train marketing managers capable of developing and deploying a brand and growth strategy;
  • •Master digital marketing, data, and analytics in support of acquisition and conversion;
  • •Develop a solid commercial mindset: business development, negotiation, and performance management;
  • •Design a differentiated customer experience and build lasting loyalty;
  • •Strengthen managerial skills and decision-making ability in a competitive environment.

Highlights

  • •Dual degree: MBA in Strategic and Operational Marketing (ESG) and Strategic & Digital Marketing Master's (UFRA), accredited by the MESRS;
  • •Common foundation and shared courses with the MBA Fast-Track cohort: networking with working executives and managers;
  • •Hybrid format, on-campus and remote, compatible with professional employment;
  • •Case study-based teaching using real brands, real-world digital campaigns, and product launch business games;
  • •ICAD professional certificates attached to the diploma, in cumulative skill blocks.

Graduate skills

Understand the market

Conduct research, analyze consumer behavior, and turn data into insights.

Position the brand

Define a positioning, build brand equity, and manage integrated communication.

Acquire and convert

Deploy digital marketing, e-business, data science, and acquisition levers.

Sell and negotiate

Develop new markets, negotiate, and manage commercial performance.

Build loyalty

Leverage CRM, map the customer experience, and build loyalty programs.

Manage and decide

Track marketing KPIs, measure ROI, and defend a strategic recommendation.

Registration

Entry level

Bac+3 or Bac+4

Download the brochure

Practical information

Format

Hybrid (on-campus and remote), compatible with professional employment

Duration

2 years

Campus

Cocody Riviera 3, cité coprim2, rue E139

Language

French

Admissions

Bac+3 or Bac+4