Tailored for professionals and graduates with a background in business, marketing, or tech, this 1-year master’s specialization is designed and delivered in collaboration with Publicis – one of the largest advertising and public relations firms in the world. It aims to provide deep expertise in the convergence of AI and the retail industry. The curriculum offers a blend of management courses (strategy, consumer behavior, digital marketing) and technical insight into AI applications such as recommendation engines, customer analytics, and supply chain automation in retail. Participants learn to leverage AI to solve key retail challenges – for example, using machine learning for personalized marketing, or AI analytics to inform merchandising decisions. With direct input from Publicis and industry leaders, the curriculum is built to reflect real-world challenges in digital commerce. The programme is delivered in a hybrid format (Brussels or online) with two intakes per year (January and October) to accommodate working professionals. Students engage in hands-on projects, possibly in collaboration with UBI’s retail industry partners, to apply AI tools to real e-commerce scenarios. With e-commerce sales expected to reach $7.3 trillion by 2025 and companies increasingly investing in AI for customer retention, graduates of this program are well-prepared for roles such as e-commerce analytics manager, digital strategy consultant, or marketing technology leader, capable of driving online retail innovation in a global marketplace.
