Students who have not found a host company for the September start of the academic year have a second opportunity at the beginning of 2027. The EFAP’s Specialized MBA in Digital Marketing & Business (MBADMB), with its AI & Data major, offers a deferred start in March. Founder and director of the program, Vincent Montet details the benefits of this schedule, the positioning of the major, and the qualities expected of future apprentices.
This content is sponsored by EFAP.
A March start to secure an apprenticeship in 2027
This deferred schedule is designed for future apprentices. Classes begin in early March, allowing a student to join their host company two months earlier, from January 2027. The MBADMB welcomes cohorts of 20 to 30 students each year.
According to Vincent Montet, this shift allows applications to companies “that have fewer candidates than during the national start dates in September and October.” He identifies two profiles for whom this schedule is beneficial. “It’s a real opportunity for a student who didn’t find their company for that start date, or who is realizing now the relevance of an apprenticeship,” he explains.
The March start is aimed particularly at students in marketing, communication, or business, holding a bachelor’s +4 or +5 level, whether from a management school, communication school, engineering school, political studies institute, or a university master’s program. Professionals undergoing career changes or seeking to upskill can also apply, provided they can demonstrate a significant background and experience, through a validation of professional experience (VAP).
Mastering AI rather than being replaced by it
Launched three years ago, the AI & Data major is designed in partnership with 3W Academy. By the October start, it already had three full cohorts, according to the director. The program emphasizes a dual skill set. “It is not a program on marketing and digital communication, but truly on marketing, communication, and digital transformation with artificial intelligence,” insists Vincent Montet.
The program’s positioning is based on this principle: “Our entire positioning is not about being replaced by AI, but about mastering it, and understanding that you can’t become proficient in AI with an eight-hour training course.” Tokens, the units of measurement on which AI model billing is based, are also among the priorities. Morgane Morice, CEO of RX France, stated during the “You TOKEN to me?” roundtable at the Stratégies Festival in September that marketing departments will have to manage a token budget just like a media budget. MBADMB students experienced this during the hackathon conducted for RX France, quickly exhausting the credits funded by Manus.
The content is developed with a pedagogical board composed of digital, AI, and data professionals. It notably includes Pascale Miguet, Executive Vertical President Luxury at Publicis France, Eneric Lopez, AI National Initiative & Social Impact Director at Microsoft France, and Flavien Chervet, speaker and author of volume 2 of HELO, a graphic novel anticipating general AI. Classes are scheduled throughout the year, and their themes are adapted shortly before each session to “stay close to the market.”
Curiosity and a sense of experimentation, the sought-after soft skills
Each month, students follow a course schedule compatible with professional activity. The curriculum leads to the RNCP title “Manager of Marketing and Digital Transformation,” level 7, equivalent to a master’s degree. Several key events are planned, including the next edition of the hackathon dedicated to agentic AI, as well as events like the VivaTech trade show (June 2027) or Big Data & AI Paris (September 2027), organized by RX France.
To candidates, Vincent Montet advises developing their curiosity, testing and experimenting with AIs, and “not believing that expertise alone is enough to get a job today.” He highlights soft skills, from personal branding to building a professional project, including content production and writing a professional thesis. The program, currently ranked first in Paris in the Eduniversal 2026 ranking for MBAs and masters in the Digital Marketing & e-Business category, also provides access to a network of digital and communication professionals.
