Master’s Degree in Digital Marketing

This course provides students with the essential tools for strategic and operational marketing management, so they can effectively understand and analyze the information required for corporate decision-making. The course lays the groundwork for planning a comprehensive digital communication and marketing strategy, guiding students through a series of sequential steps to achieve the desired objectives.
The course analyzes the various stages of a marketing plan. First, it defines the concept of marketing and explains the difference between strategic and operational marketing, as well as the role of digital marketing within the entire marketing process, both online and offline.
Next, it gives an overview of the stages, procedures, and tools related to marketing plans. First comes situational analysis (internal and external), which provides critical context for the company profile. This also makes it possible to define a target audience, which aids in the creation of sales proposals. Next comes establishing objectives and KPIs, along with the selection and planning of the most suitable strategies and tactics to meet the objectives. Finally, the course ends with a practical exercise in which students present an example of a digital marketing plan applied to a real case, allowing students to see, understand, and fully integrate the different stages they have studied.

User-centered design (UCD) is a way of guiding product design once all the information required for the design has been gathered.
This means that all the product’s components and their functionality are much more aligned with user needs. It clarifies who will use the product and why.
This course covers everything related to UCD. We start from the very beginning, exploring definitions of UX, usability, and information architection, among others. Students will understand the importance of the human factor in design, especially when design revolves around the customer.
The first step is to fully understand the user, their goals, their tasks, and especially the environment in which they will use the product. Students will analyze how user considerations are integrated into product design processes.
At the end of the course, students will be able to identify the people who will use the product and what motivates them to use it. They will also know how to integrate all essential requirements to meet product expectations, develop solutions, and evaluate the design prior to product launch, ensuring its viability.

The Digital Advertising and SEM course, which is part of the master’s in Digital Marketing program, gives students the knowledge they need to develop strategic plans for advertising in a digital context.
The course provides a comprehensive overview of the nature of advertising, how it has evolved while adapting to the digital environment, and new tools and strategies that have emerged as a result.
Accordingly, it covers the strategic conceptualization of advertising in the digital world and provides an overview of its foundational principles and scope, specifically as it relates to SEO and SEM strategies and the current tools, applications, and methodologies that facilitate effective digital advertising management.
This is complemented by a 360-degree global perspective that allows students to understand and become familiar with the advertising environment, its components, and the most important trends in advertising planning and online communication strategies.
The course also analyzes the importance of social media in this context and the variety of resources it provides to help experts plan strategic and highly effective campaigns.
This introductory course contains both theoretical material and practical exercises. It looks to new horizons in digital advertising, including new advertising formats and platforms, drawing on real success stories. All in all, the course is designed to familiarize students with the contemporary digital environment, which has been shaped by digital advertising.

This course aims to familiarize students with Web 2.0 technologies that help create new channels for companies and customers to communicate and interact.
It focuses on the following areas:

• Social Media Strategy: integrating the main social media platforms with the company’s objectives and strategies
• Objective-driven approach: When should a social media marketing project end?
• Specific benefits: achieving objectives, monitoring, and measuring results
• Professional social networks and communities of practice
• Social media: blogs
• Content syndication and podcasts
• Facebook: promotion and advertising
• Twitter: promotion formats, follower acquisition, amplification, and e-commerce integration
• LinkedIn: connectivity and specialized promotion
• Visual social media
• Using YouTube as a promotional tool
• Social media performance monitoring and ROI

This course focuses on the following areas:

• The steps involved in the marketing intelligence process, from gathering customer intelligence to applying these insights.
• How to perform strategic customer segmentation, the benefits of a marketing-centric approach (prioritizing engagement and investment distribution), advanced segmentation methods, metrics, and learning processes to refine objectives.
• The customer lifecycle: stages and points of contact, the value of the customer lifecycle, and how to use this information when designing marketing plans.
• Definition and creation of RFM (recency, frequency, monetary) models, facilitating a segmented and strategic approach to customer analysis.
• Methodologies for identifying optimal sales actions, minimizing dilution costs and promoting sustainability.
• How to measure marketing strategy results, considering both tactical execution and overall global impact.
• Development of various predictive models, exploring different methodologies and their benefits for marketing strategies.

The Mobile Marketing course focuses on exploring the new possibilities mobile media opens up for creating innovative marketing strategies. It also analyzes the current state of the technologies, tools, and platforms that make this possible.
First, students will study mobile marketing fundamentals, exploring both the new value chain and strategies derived from omnichannel communications with consumers or clients.
Given the importance of mobile marketing, it is essential that students understand and work with all the elements related to mobile communication systems and the range of possibilities they offer (including 5G). This includes understanding the capabilities of users’ mobile devices and how these capabilities directly and indirectly impact each company.
To manage these interactions effectively, students will analyze a variety of strategies, such as push and pull, that facilitate different levels of communication with the target audience through the use of campaigns. This plays an integral role in understanding the various options available for providing information, whether that be mobile-specific websites, native applications available in app stores, or hybrid applications that reduce development costs.
Finally, students will learn about the different technologies driving and defining present and future mobile marketing strategies, such as extended reality (including virtual reality and augmented reality), geolocalization as a strategic cornerstone, different mobile payment services, and game-changing disruptive technologies, such as the Internet of Things, blockchain, big data, and artificial intelligence.

This course provides students with up-to-date knowledge and practical skills related to inbound marketing. Since the user has already been established as the central figure, it is important for students to become familiar with the channels used to approach them, making users feel comfortable and understood without invading their privacy. That’s what inbound marketing is all about.
Throughout the course, students will explore the history and evolution of this discipline, the benefits of putting it into practice, and the necessary steps to becoming an inbound marketing professional or creating a team in this field. The course also covers a cyclical, consumer-centric model, exploring the various consumer stages, the differences between inbound and outbound marketing, and the foundations of any inbound strategy: buyers, the customer journey, and the conversion funnel. Students will focus on the different channels available for inbound marketing strategies: on-page SEO, off-page SEO, content marketing, and email marketing, as well as automated marketing (CRM) and growth hacking strategies. In addition to the theoretical content, there will be practical examples of how to put these strategies into action.
The main objective of this course is to equip students with the knowledge and tools they need to successfully implement an inbound marketing strategy. It encourages students to embrace a proactive, analytic, and independent mentality as they internalize the concepts, make effective decisions, and form their own opinions in different contexts related to this field of study. With this course, students will gain a broad perspective on inbound marketing and related new tools, trends, and best practices, with an emphasis on continuous learning and research in this constantly evolving field.

This course provides a detailed analysis of e-commerce. It focuses on concepts, applications, and strategies that will help students understand the opportunities e-commerce offers. E-commerce has radically changed the way businesses work, bringing about major changes in the world economy.
The course is organized into 10 units encompassing the key aspects of e-commerce management. Students will explore everything from developing an online store and designing online catalogs to learning about online sales strategies, customer loyalty, online customer service, and implementing omnichannel strategies.
While each sector and industry has its own particularities, generally speaking, companies need their sales teams to understand the basic concepts of e-commerce, online store design and management, security considerations, and payment methods. At the same time, organizations need to understand the nuances of modern online consumer behavior, as the different aspects of online customer service continue to drive e-commerce sales growth. The e-commerce concepts covered in these 10 units are designed for practical application, making them extremely valuable for students given the rapid growth of the e-commerce industry and its potential for sales and commercial management.

This course provides an in-depth exploration of e-commerce concepts, business models, and administrative principles. E-commerce is a complex and ever-changing world that has opened up a wide range of possibilities both in terms of consumer behavior and the ways in which organizations can deliver added value.
Throughout the course’s nine units, students will analyze the evolution of e-commerce along with its benefits and challenges. The main objective of any organization is to achieve their competitive goals, which is why students will study the primary factors driving online sales and the principles that determine sustainable growth in a digital context. Given that technology is a key ingredient for success in e-commerce, students will analyze the main decisions that must be made in this area.
Likewise, the course focuses on the distinct features and particularities of the various e-commerce models that can be used in different contexts: for companies, consumers, employees, or public administrations. Other topics of analysis include the effective management of e-commerce data flow (big data), both to support business intelligence and to provide valuable information for building long-term customer loyalty. In this regard, cybersecurity and online business ethics are absolutely essential to success. Consideration must also be given to the regulations that can affect e-commerce activities and the action protocols that may be required.

This course serves as an introduction to the logistical processes and activities related to e-commerce. It focuses on two main concepts and their applications, helping students understand how emerging technologies are creating new opportunities in logistics. These innovations are radically transforming distribution and the intermediary connections needed to reach the end consumer. For this reason, the course covers both pre-sale and post-sale aspects of the e-commerce process. The course is divided into 10 units that cover the key elements and trends currently affecting e-commerce logistics, including intermediation, supply chain evolution, order tracking, and reverse logistics, among others.
These units are designed to give students an in-depth perspective on e-commerce logistics, empowering them to apply their knowledge of traditional logistics to the online environment and adapt systems for new methods of distribution, order placement, order monitoring, and last-mile processes.
Additionally, students will learn the importance of inverse logistics in managing product returns and recognize the need for companies to create clear policies regarding returns, customer service, and complaints.
This course also explores trends in efficiency, sustainability, and best practices within e-commerce, all critical aspects of building relationships with end customers. It addresses the need to optimize distribution routes, use cleaner fuels, and employ new technologies, making it possible to create a best practices guide as part of corporate policy.

The objective of this course is to familiarize students with the capstone project of the master’s program in Digital Marketing. It guides students through the steps of developing and presenting their final project.
Students must finish and defend their capstone project in order to graduate from the program. The purpose of the project is to demonstrate that the student has successfully mastered the knowledge and skills outlined in the program.
As part of the capstone project, students will create a digital business marketing plan to demonstrate all the concepts they’ve learned throughout the program.