Master in Digital Marketing (MDM)

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)

E-Commerce
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