Students enrolled in the dual degree programme in Digital Marketing & Data Analytics deepened their skills in data and artificial intelligence through an intensive seminar combining theory and practical case studies.
Organised at the end of the programme, this seminar aimed to enhance the employability of future graduates by providing them with practical mastery of automation and generative AI tools.
The seminar, entitled ‘Data & GenAI: an applied approach to automation and artificial intelligence,’
The ‘Data & GenAI’ seminar, held at EMLV and IIM, brought together the four cohorts of the double degree programme in Digital Marketing & Data Analytics.
Over four days, students alternated between conceptual and practical sessions, following a ‘learning by doing’ approach.
The topics covered included no-code and low-code tools, workflow automation, data analysis and use cases for generative AI.
For a rare occasion, an image generated by AI (based on a real original photograph)
A teaching team from the professional and academic worlds
The programme was coordinated by Arthur Pires, automation expert, co-founder of APRS Conseil, and alumnus of the dual degree programme in Digital Marketing & Data Analytics.
Marouane Hachicha, a lecturer at EMLV, along with speakers such as Christophe Bourgoin, Siham El Ghazi, Yanis Fadili, and Ikhlass Yaya-Oye, all specialists in data, AI, and digital marketing, led the practical workshops and shared their field expertise through concrete case studies and feedback from their corporate assignments.
This diversity of speakers allowed for a cross-pollination of perspectives between research, technical expertise and professional experience.
Generative AI and automation: applied use cases
Participants were introduced to the Make, n8n and Cursor platforms as part of projects aimed at automating low value-added tasks. They also used Python to develop scripts combining AI, web crawling and sentiment analysis.
Maya Olanier, class of 2025 and web marketing project manager on a work-study programme at Crédit Agricole Immobilier, for example, developed an automation workflow between Shopify and Pinterest.
This process integrated the generation of descriptions produced by Google Gemini AI, followed by the automatic creation of visuals and their publication. The aim was to optimise visibility while reducing the operational workload.
Student testimonials and feedback
The seminar also featured a 90-minute masterclass with testimonials from graduates of the Digital Marketing & Data Analytics dual degree programme who now work in consulting, technology and data.
These discussions illustrated the diversity of career paths and confirmed the importance of a good command of AI tools in marketing and data analytics roles.
This seminar marks a key milestone in the journey of students on the Digital Marketing & Data Analytics dual degree programme.
It enables students to apply what they have learned to real-world professional issues, in line with developments in the sector.
Digital Marketing & Data Analytics: dual expertise at the heart of digital challenges
The Digital Marketing & Data Analytics programme combines the educational approaches of EMLV and IIM to meet the growing needs of companies for hybrid profiles.
This programme trains professionals to design effective digital strategies while mastering the technological tools associated with data and automation.
Upon completion of the programme, graduates receive the title of Digital Communications Manager from IIM, as well as a Master’s degree from EMLV. This dual degree prepares future managers to lead digital projects with a strong analytical component, at the crossroads of marketing, technology and data.
More information about the double degree Digital Marketing & Data Analytics
