Master in Digital Marketing (MDM)

12 meses
22338 €


The Master in Digital Marketing is an innovative, academically sound, practice-driven, and digital marketing-focused programme, reflecting the current challenges of the marketplace. The main objective of the MDM is to help and support students to make the transition into strategic management, in the area of digital marketing in particular. By completing the MDM, participants will gain the key skills and knowledge to evaluate, manage, and implement digital marketing strategies while strengthening their ability to face and solve complex challenges in an increasingly globalised/digitalised marketing environment.


Digital marketing strategy in a digitalized world
Unit 1.1 Integrated digital marketing strategy
  • Design and creation of a Digital Marketing Plan in a business strategy within a company
  • Return On Investment Analysis in a Digital Marketing Plan
  • Empowering Creative Thinking
  • Return On Investment Analysis in a Digital Marketing Plan
Unit 1.2 digital consumer behaviour across cultures
  • Digital customer journey and purchasing behaviour model
  • Empowering Creative Thinking
  • Fundamentals of customer analysis and segmentation
  • Digital planning and management of customer relationship
  • Basic consumer behaviour, technological trends and their impact on consumers
  • Empowering Creative Thinking
Web & Mobile marketing across environments: SEO & ASO
  • Unit 2.1 Architecture and web design in different environments
  • Management and Development of digital projects
  • Web usability and mobile web
  • Empowering Creative Thinking
  • Web usability and mobile web
Unit 2.2 search engine optimization (seo) - languages, territories and habits.
  • Search Engine Optimization Funtamentals
  • SEO keyword research
  • SEO Copywriting
  • SEO audit
  • OFF-PAGE SEO: Link building and SEO campaign performance analysis & optimization
  • Mobile Apps & ASO (ENG)
Unit 2.3 Web analytics
  • Web Analytics: how to measure and optimise the critical processes of a website (+mobile analytics)
  • Workshop - Digital Entrepreneurship
SEM & lead generation media
Unit 3.1 Global SEM performance metrics and analysis 
  • Search Engine Marketing (SEM): fundamentals, options and key points of a SEM strategy
  • Development and Application of SEM Strategy
  • Advanced options for the management and optimisation of Google AdWords campaigns. Report analysis and innovations
  • Adwords Editors VS Google Adwords: differences between interfaces and implementation of campaigns
  • Advanced strategic configurations of Google AdWords campaigns and other SEM actors
Unit 3.2 Lead generation and nurturing
  • E-mail Marketing (ENG)
  • Affiliate Marketing (ENG)
  • Workshop - Digital Business Model Generation
  • Inbound Marketing & Branded Content (ENG)
Global and local social media
Unit 4.1 Social media strategy and online reputation across cultures
  • Design and planning of a social media strategy
  • Social networks applied to corporate communication: ORM & Social Listening
  • Planning of Social Ads' campaigns in FB + Instagram and Twitter
  • Trends and Innovation in Social Media: Pinterest, Snapchat, Spoty & WhatsApp
Unit 4.2 Global and local social media application
  • Facebook (ENG)
  • Instagram (ENG)
  • Workshop Agile project Management
  • Twitter: Strategy and application (ENG)
  • LinkedIn (ENG)
  • Youtube and video strategies
  • Blog (ENG)
Media planning & creativity
Unit 5.1 Global display, performance metrics & analysis
  • Strategy and Media planning (included in Mobile)
  • Workshop: Marketing Automation, A.I & Machine Learning
  • Metrics and analysis of results of investment in digital media
  • Display (ENG)
  • Programmatic purchase
  • Legal aspects of digital marketing, advertising and content
Unit 5.2 Creative digital media
  • Main techniques used to create and optimise Landing Pages
  • Creativity in Copywriting and Art
  • Digital TV (ENG)
Unit 6.1. E-commerce strategy
  • Strategic Plan for Electronic Commerce
  • Omnichannel & digital shopping experience
  • E-Commerce as an opportunity for internationalization
Unit 6.2 Creation and development of ecommerce across borders
  • Technological Solutions to create an online store
  • How to achieve and increase client sales Electronic Commerce
  • Online paid media and mobile ecommerce.
  • Workshop: Big Data applied to marketing
  • Logistics and customer service as key moment in the client's experience
  • E-Commerce performance: financial analysis in electronic commerce
  • Amazon: The ecosystem & how to sell

Competencias para las que te prepara el curso

You will be prepared to respond the new challenges that companies face in a constantly evolving market.


Class profile:
  • Heads of advertising and communication
  • Online marketing managers
  • Community managers and Online reputation managers
  • Marketing managers and Product managers
  • Heads of technology
  • Heads of Internet and electronic commerce
  • Business development professionals
  • Agency professionals and interactive consultants
  • Relationship marketing professionals
  • Heads of SMEs


Methodological criteria: Personal development of students. International learning experience. Corporate learning experience. Guaranteed networking. Virtual classroom. Real projects from real brands. Final Project.

Idiomas en los que se imparte



Starting date: A consultar.


22338 €
Precio: 22.338 euros.


Part Time.
Master in Digital Marketing (MDM)
ESIC, Business & Marketing School Barcelona
Campus y sedes: ESIC, Business & Marketing School Barcelona
Campus Posgrado Barcelona
C/ Marià Cubí, 124 08021 Barcelona
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