Quantitative Marketing and Revenue Management Specialization

Keywords: data science, machine learning, quantitative marketing, optimization, pricing and revenue/yield management

« I keep saying that the sexy job in the next 10 years will be statisticians. And I’m not kidding. » (Hal Varian, from The New York Times, August 5th, 2009). This now-famous quote from the current chief economist at Googl and former economics teacher at Berkeley, substantiates, if it needed to be proven, how relevant the teaching at Ensai is, and the excellent job prospects that it gives its graduates.

The Quantitative Marketing and Revenue Management (Marketing quantitatif et revenue management, MQRM) specialization is no exception to these perspectives, when measured against emerging jobs (Référentiel des métiers en émergence, hors série Apec, avril 2013) to which it prepares, since data scientists, data analysts, business analysts and yield/revenue managers are currently in high demand by businesses, preyed upon by the explosion in data volume, variety, lack of structure and mobility (Big Data phenomenon)

Information's shape-shifting granularity, dictated by the paragdims of the digital universe and Web 2.0, leads businesses to seek out skills that are both specialized and have a high added value, that will enable them to extract and analyze data, at times to understand and explain, at times to predict product and service purchasing behavior.

> Program

Innovative Teaching Anchored into the Professional World

It is in this context that Quantitative Marketing and Revenue Management's different courses fit in. Beyond an engineer's general knowledge courses (business law, communication, English), our students acquire a full marketing culture (marketing mix with the Markstrat challenge, experiment-driven marketing, digital marketing, customer relationship management). They deepen theyr already extensive knowledge in statistics and econometrics by insisting on analytical marketing techniques (segmentation, scoring) and customer behavior modeling (structural equation and discrete choice models), without overlooking the time dimension (prediction models, panel data econometrics).

A large section of the training is dedicaced to Data Science and Machine Learning. Beyond "Big Data"'s fashion effect[1], they consitute a major stake, identified as such by a large number of countries, including France, which has classified enhancing big data as one of the seven strategic ambitions (Innovation commission 2030). Ensai is taking position as one of the references in the field. Job prospects seem very promising, according to predictions made by international consulting firm Gartner (between 2013 and 2015, 4.4 million created jobs will be dedicaced to these big data[2])

[1] “Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it...”, Dan Ariely (Facebook, January 6th, 2014), Psychology and behavioral economics teacher at Duke University.

[2] http://www.gartner.com/newsroom/id/2207915

Revenue management

Moreover, since the start of the 2013 school year, Ensai has become the only French engineering school to offer a specialization in Revenue Management, a recent discipline, at the crossroads of marketing and applied mathematics, but also of finance and information systems. Historically implemented in air transport, RM is now used in a growing number of activities[1] where:
- The product is perishable, cannot be stored and can be reserved;
- demand is random and seasonnal;
- fixed costs are relatively important, and variable costs are small.
When taking into account their highly strategic contributions, RM services are often directly connected with Senior Management and usually work with every other department. There is a growing need for RM analysts with engineering profiles. And numerous sollicitations from businesses to Ensai herald very attrative prospects for our students.
[1] Hotels-catering, parcs d’attraction, car or room rental, show ticket offices, ocean cruises, ad spaces, spas, golf, sports events, medical products and services, supermarkets, privat selling, energy distributors, etc.

Prestigious Partner Companies

The specialization has prestigious partnerships with companies such as Bluestone, BNP Paribas Personal Finance, Karavel group, Médiamétrie or Soft Computing.

These companies take part in classes, workshops, projects and professional seminars. They regularly welcome our students for their end-of-studies internship.

BluestoneBNP ParibasKaravelMédiamétrie soft computing

Many Opportunities

Opportunities after completing this specialization are many and concern areas ranging from advising, media, telecommunications, retail, banking and insurance, energy, automotive, cosmetics, hospitality, transport, leisure or luxury.
Thus, companies like Bluestone, Emnos, Dunnhumby, ClaraVista, Médiamétrie, Canal +, SFR, Bouygues Telecom, Epsilon International, Société Générale, HSBC, Crédit du Nord, Axa, MMA, EDF, Yves Rocher, Sephora, Club Med or Vuitton, for example, have hired students or alumni who completed the specialization for end-of-studies internships or permanent contracts.