Customer Journey Digitalization Specialization

PGE specializations: for one full year, you develop your knowledge in the field of expertise of your choice.

La spécialisation en détails

In a Nutshell

  • Degree awarded

    Master's degree

  • Language

    English and French

  • Format


  • Duration

    1 year


This specialization trains managers capable of articulating a clear vision, rallying stakeholder support, and driving change throughout an organization, while taking ecological issues into consideration. With consumers looking for a fluid, personalized experience across all channels, digitalization aims to provide more convenient services while generating the data needed to analyze usage and behavior. Digitalization is a multifaceted phenomenon that is causing companies to rethink their business with the aim of improving operations, creating new revenue streams, and designing better customer experiences. Digital transformation is therefore not just about technology: it requires a fundamental change in the way companies operate, including their business models, processes, and culture.


Objectives of the Specialization

  • Train civic-minded managers capable of supporting the digital transformation of companies.
  • Design and deploy a digital marketing strategy, from acquisition to loyalty, adapted to a company's environment and objectives.
  • Formalize the tools needed to integrate ecological issues and physical constraints into business decisions, in support of societal objectives.
  • Know how to mobilize technical, human, and organizational levers in business decisions.
  • Learn how to manage the execution, monitoring, control, and return on investment of a digital transformation project.
  • Make doing business responsibly desirable and accessible.

Strengths of the Specialization

A specialization addressing general environmental and digital challenges

A co-op program to gain real professional experience

A space for research and reflection on the digitalization of the customer journey, in collaboration with the Customer Experience Chair

Courses taught by professionals and researchers in French and English


Hard Skills

Analysis and interpretation of customer journey data

Evaluation of a portfolio of products and services according to environmental criteria

Managing complex and varied projects

Understanding the challenges of data intelligence

Mastery of digital marketing knowledge, tools and practices

Soft Skills


Developing a critical mind

Analytical thinking

Independence and time management

Ability to give reports and make recommendations

Emotional intelligence and adaptability

Leadership, collaboration and team spirit

Discover the Customer Journey Digitalization Specialization

Share the program page
EM Strasbourg Business School, 61 avenue de la forêt-noire
EM Strasbourg Business School, 61 avenue de la forêt-noire



Chargée de la promotion et du recrutement à l'international


Perrine LEDIG

Responsable commercial et recrutement étudiants


Customer Journey Digitalization Specialization Next

Next tab