MASTER DEGREE IN DIGITAL MARKETING [MDM]

Digital strategy and digital business models  

Understanding the current digital business ecosystem, its disruptive trends and the implementation of digital strategy is the challenge faced by this subject in order to consolidate the digital strategic vision. 

Tools: Business Model Navigator, Statista

Business ethics & sustainability 

Companies must be able to define winning strategies in the digital competitive field, taking into account sustainability and ethical practices that guarantee long-term leadership. We shouldn´t accept any way to get market share. There are more and more challenges derived from AI, fake news, abusive practices with the end user, addicitons to online contents and formats… 

Strategic Marketing: The digital marketing plan

In Strategic Marketing the strategic vision will be acquired through a journey that begins with Market and Competition, continues with the applied analysis of consumer knowledge to be able to perform the methodology and practice to apply the strategic segmentation model and the Positioning of the brand under Customer Centric and Omni experience vision. Finally, the knowledge of how to create a strategic Digital Marketing Plan with an international scope will be acquired. 

Tools: SOSTAC and WOBM 

Open Innovation in digital environments 

Markets are becoming increasingly extreme, and companies are looking for positions such as being cheaper in price or being different in value. Through a hybrid process of lean start up, design thinking and agile methodologies we teach how to generate value, from an innovation where the crowd phenomenon opens up multiple possibilities. 

Tools: Design Thinking 

The market research: Social Media Listening 

Listening to the marketplace is one of the keys to success today in achieving engagement, within digital strategies and tactics. Social Media Listening means understanding how disruptive technology is breaking through to help us listen and understand consumer behaviours in social media and in real time. You will learn to listen, analyse and make digital strategy and communication decisions. 

Tools: Xeerpa, Carto DB  

Case Study Block 1: Challenges of organizations in terms of competitiveness in disruptive markets. 

Usability, UX & Analytics

This subject allows the student to learn about the main existing development methodologies, understand the concept of user-centred design and discover the stages that must be conducted to build solutions, quality techniques; from research to prototyping, design, development and programming to production. But, above all, to understand its strategic importance in the global vision of digital marketing as the main platform for conversion and customer relations. 

Digital Project: Web page creation

In this course students will implement a global project of website creation in practice. Applying thinking design methodology, starting from the digital strategy they will establish the business objectives and buyer persona, they will create their website project. They will learn how to design under UX, establish frameworks, content maps, transaction models, data flows, etc. They will use a CMS tool that will allow them to conduct the project. 

Tools:WordPress 

Case Study Block 2: How to design the best website to seek digital relevance and align digital strategic objectives

Search engine marketing: SEO

The subject of SEO allows the student to understand the strategic importance of the channel, its role within the global digital marketing strategy, the functioning of search engines, the main criteria of global digital marketing strategy, the functioning of search engines, the main criteria of algorithms and, in short, the construction of digital assets optimised both for the intentions of the market and for the main search engines. SEO off page and SEO on page. 

Digital Project: SEO Optimisation  

In this course students will implement in practice how to manage SEO strategy in practice. They will learn to understand the importance of search engine management and optimisation as a key to the success of a digital business. They will learn to carry out the relevant audits, to understand how SEO affects the design of a digital project, to follow the instructions required by search engines and how the AdWords concept implies a global digital project. They will also be supported with the tool that allows them to have a practical vision of the project. 

Tools: Google Analytics, Google Search Console, Google keyword planner, Screaming Frog, Google speed, SEO Meta in one click, SEOquake 

Search Engine Marketing: SEM   

The world's leading search engine, Google, offers a very powerful tool that unites different formats and platforms through which advertising can be done at different stages of the customer journey; YouTube, the GDN, Google Shopping, Google Play, Google Maps, Google results and its partners among others allow to achieve different objectives of traffic, branding and visibility, conversions, among others. 

Digital Project: SEM Campaigns  

In this course students will learn how to develop Google Ads campaigns in practice. They will develop the digital marketing strategy, the selection of one of the campaigns and its implementation. They will be segmented; the campaign will be managed and created step by step so that they can learn all the implications: companies can improve the way content is ranked by search engines. It will also be carried out with Google tools.  

Tools: Google Ads 

Case Study Block 3: How to attract traffic to the web. 

Data Legality 

The new data regulation, under the GDPR regulations, leads us to understand in depth its meaning and scope, not only from a legal perspective, but also from the ethical vision of advertisers, agencies and media. In this subject you will carry out an analysis of the regulation, its scope in business and good practices to contact the consumer in an efficient and effective way. 

Business Intelligence, data analytics and AI

Knowledge of the market and marketing intelligence is nowadays a compulsory subject in order to be able to make the right business and marketing decisions. In this course you will acquire a strategic-analytical vision. We will focus on understanding the sources of data, how to convert them into intelligent knowledge, measure and interpret them combining methodology with technology. It will teach you the significant role and trends set by AI and machine to design our digital strategy and guide digital transformation projects. 

Tools:  Xeerpa, Carto DB, Chat GPT 4 plus, Midjourney 

Management based on customer data: from CRM to CDP 

Knowing the customer is key in today's business and marketing strategies, we need to engage and grow with our customers to have sustainable business. In this course we will focus on understanding the customer ecosystem, the evolution of CRM to CDP, the importance of marketing automation to achieve brand-customer engagement. 

Tools: Data IKU, Xeerpa, Carto DB, Chat GPT 4 plus, Midjourney 

Digital Project: Digital Marketing Platform 

This is a practical subject to see how to implement a CRM and marketing automation platform in a company. We use Hubspot. 

Tools:  HubSpot

Persuasive communication & Leadership

A digital marketer must be persuasive when communicating in all areas of their practice. Internally they will need to be able to get budget approval and influence other departments to participate effectively in the execution of the plan. Externally, they will compete with other players to capture the full attention of customers and consumers so that they recognise and prefer the company's value proposition over alternatives. 

Critical Thinking  

To help the student to differentiate between the symptoms of problems in order to be able to identify those decisions that have a greater impact on the business, minimising the organisational, time and financial effort and cost. Likewise, to provide the necessary analytical tools to be able to quantify these problems, differentiating between those that are business/economic and those that are personal/organisational problems. 

Finance for Management 

Learning the main cost and revenue structures for digital business. Creation of the Income Statement that allows the viability of the digital marketing plan. Basic concepts of incomes and costs and their classifications. Basic principles of monetisation of services. Financial and profitability ratios. Budget Planning and Control. 

Media Planning 

Acquisition of knowledge of the methodology of digital media investment. Learn to define digital media and investment under the vision of investment optimisation. Learn how to plan to use KPI's and ROI with results orientation. 

Tools: Google Display Network (GDN) 

Inbound Marketing & Marketing Automation  

The inbound course will teach students how to connect brands with consumers, through the sales funnel and content marketing. The focus will be on personalisation. Students will learn how to carry out integrated marketing campaigns, understanding the phases of attraction, consideration, conversion and loyalty, through content and marketing automation. Students will learn how to use Marketing Automation, creating lead generation and nurturing campaigns. They will learn how to increase and optimise business by increasing customer LTV (Life Time Value).  You will learn how to make integrated marketing campaigns, combining data, tools and technology. You will be able to generate automated lead generation, nurturing and retention actions, reaching the analytical knowledge that allows you to make decisions and generate business. 

Display & RTB

We're shifting away from the conventional "direct buy" advertising model, which involves predetermined media planning by the agency with the support to be used, based on client briefings, historical data consultations, fixed locations, and negotiated prices (CPM). Instead, we're moving towards purchasing ads that target specific user segments in real-time. Prices for these ads are determined through bidding based on the specific data interests of those segments.

Digital Project: Ads campaigns

In this course students will learn how to create campaigns for the social media strategies they have previously designed. They will create customised campaigns, considering all aspects of the campaign, from strategy, investment, content, on the main social media platforms. Facebook Ads campaigns (Facebook insights) , Twitter , TikTok . 

Tools:  Meta Ads, LinkedIn Ads, Twitter Ads 

Case Study Block 7: Optimising the potential of social media. 

Channels strategy: towards omnichannel 

Omnichannel learning marks the learning of this subject, under a perspective of understanding the current digital business, from enhancing the online shops of brands, their presence in the main marketplaces. You will learn the main consumer trends in digital ecosystems, such as ROPO, or SHOWROOMING, in addition to understanding the scope of building omnichannel brands, their business orientation and customer management with technology. 

CRO, operations & marketplaces 

This course focuses on acquiring knowledge of the current ecosystem of the main marketplaces, such as Amazon, by studying its ecosystem and how it influences current digital business models. AMZ Product Finder, Keepa, Fakespot and AMZ review will be studied in depth. 

Tools: AMZ Product Finder, Keepa, Fakespot AMZ review 

Digital Project: B2C E-shop  

In this course, students will learn how to create an online shop step by step. From the digital strategy, the business objectives, the technical requirements and the management of transactions. They will be able to create a prototype and understand how to create and manage an ecommerce in practice. A practical tool will be used to enable the scope of the project. 

Tools: Shopify 

Case Study Block 8: The challenges of online sales. 

Creating a digital marketing plan  

Students will be required to complete a Final Master's Project in groups, which focuses on demonstrating the knowledge acquired in the Master's programme. In addition to strengthening the habit of teamwork, they must demonstrate leadership skills, persuasive communication, critical thinking, along with the core digital marketing skills acquired as part of their training during the programme. These skills will make them be recognised as digital marketing leaders in the marketplace. 

Tools: SOSTAC, WOBM