This introductory module, which is done during the induction week for the Digital Marketing master programme over 10 hours, helps you understand what Digital Marketing is, the evolution it has undergone in recent years and its importance today. We analyze different online business models, we see the different techniques that make it up, how to determine objectives and measure them. Students acquire a global vision of digital marketing and prepare to host and understand all the following subjects that comprise the credited, formally assessed master programme. This module is run as an extra support course for you and is not part of the graded master programme, meaning it does not hold credit value.

 In this module, students will learn what a Customer Relationship Management tool is, what it is used for and how it is used as a data management platform. Students will be introduced to the different types of CRM and to the key CRM tools and their particular use. They will also explore what kind of data the different types of CRM collect and what the different types of CRM allow companies to do. Looking specifically at Data, the course delves into how to use data in a powerful way for business, for example through accurate targeting or messaging in advertising, personalisation of UX, community behaviour understanding, etc. Finally, students will gain insight into why data is “the new gold” in today’s business context and how it impacts us in terms of online behaviour and decision-making, among other things.

Description: In this SEO module you will receive a complete training on the basic concepts, techniques, strategies and tools needed to understand, analyse, optimise and plan web positioning strategies on search engines such as Google. This includes looking at how search engines rank results, site architecture, how to optimize site structure, links and content to increase the likelihood of ranking for relevant search queries.

Learning Outcomes:

• Understand all the elements that make up SEO
• Understand and carry out effective SEO on-page
• Know the penalties and possible errors of SEO

In this module, we will focus on Google Analytics. Analyzing the impact on a website of all the online marketing actions that are carried out is essential to know its effectiveness for the results of a company. With Google Analytics we can analyze the actions, we can measure if they are offering results and we can make strategic decisions.

Learning Outcomes:

• Understand what Analytics is
• Understand all the concepts related to Analytics
• Analyze the customers/audience
• Measure results
• Make analytics reports

How can a company communicate effectively through Social Media? How can it reach its target and achieve its objectives? In this module the student will learn the different characteristics of every Network, their nature and different communication techniques. Through real examples and active exercises the student will effectively master advertisement and branding in Social Media. The overall objective of the module is to develop attitudes and skills to design and implement a winning Social Media Strategy for a real company. In addition, students will look at how Social Ads are used as a type of advertising which companies use to promote their products or services on different social networks, especially Facebook. Ensuring the right types of ads and developing optimal strategies can give us very good results.

Learning Outcomes:

• Understand what community management is
• Know the different social networks and platforms and analyze them
• Know how advertising works on social networks
• Create social media marketing strategies

In this module we will enter the 'unknown' and specific world of mobile marketing. Mobile is a massive revolution, led by the success of apps. Students will understand the particularities of this specialty, in addition to the differences in relation to a more desktop related digital marketing. The areas of Apps, Programmatic MArketing and Mobile Advertising will be covered.

Learning Outcomes:

• The relevance and importance of mobile marketing and apps
• Know the different business models
• Get to know ASO (App Store Optimization)
• Learn how to perform user retention and metrics

This module introduces students to the world of e-commerce. We look at the concepts and skills needed for the strategic use of e-commerce from three main eCommerce types: Brand, POD and Dropshipping. We explore how e-commerce has disrupted entire industries and how business processes have been impacted, for example supply chains and electronic transactions. The course develops student understanding of business models, strategies and opportunities in electronic publishing, communication, distribution, collaboration, and online payment options. 

Learning Outcomes:

• Understand the foundations and importance of E-commerce
• Analyze the impact of E-commerce on business models and strategy
• Understand the difference between the different types of e-commerce
• Understand the infrastructure for E-commerce
• Understand how to build an eCommerce from zero to hero

A website has to be created and designed for the user. Understanding the elements that make up a website and its correct distribution is necessary for the browsing experience to be optimal. This way we get our users to spend more time browsing our website and more results. Students understand all the elements that shape the design and usability of a website. From theory to practical classes we cover all D&UX concepts to apply them in an upcoming future on real-life projects. This course covers the following areas

• User-centered Design
• Requirements for an ideal design
• Design and Architecture of information
• Prototyping
• The importance of content
• The responsive design & adaptive Information
• Rich Media
• Web optimization
• Design and Digital Advertising

Learning Outcomes:

• Learn to evaluate websites
• Understand the importance of responsive design
• Analyze the architecture of a website
• Structure the content properly

In this module, students will learn how brands create meaningful connections with their customers using storytelling techniques. We will explore the role of content marketing in communicating the values that a brand and its audience share. We will learn how to use specific content types to tell stories where the customer is the hero of the journey. And, we will discuss how to compel the audience to take action using content that resonates with them. 

Learning Outcomes:

• Understand the importance of brand storytelling in content marketing
• Develop an effective content marketing strategy that uses storytelling as its core principle
• Create powerful pieces of content that drive conversions

From attracting leads to delighting the customers, in this module you will learn all the steps necessary to take your marketing plan to the next level. Inbound marketing is one of the most used techniques to get quality traffic on a website, in an organic way. This technique is designed to attract potential clients by offering content of interest oriented towards their needs and inquiries as consumers.

Learning Outcomes:

• Understand how inbound marketing helps us in our digital marketing strategy
• Learn how to attract quality traffic
• Create keyword strategies
• Learn how to convert users into leads
• Know the tools for inbound marketing

In this course you will learn to plan a strategy for your campaigns according to your business goals, using Search Engine Marketing. At the end of the course you will be able to understand the basic concepts of different SEM tools, namely Google Ads, and how to create a campaign. The module will also delve into Market Positioning and Commerce.

Learning Outcomes:

• Understand the fundamental tools, concepts and strategies of Search Engine Marketing
• Understand the fundamental concepts of Google Ads
• Learn to structure campaigns
• Ad types
• Keyword analysis
• Campaign segmentation

One academic year which is divided into two semesters:
Fall Semester (October to January) / Spring Semester (February to June)

All our Masters programmes are offered 3 days per week, from 18:30 to 21:30, and that is to allow our students to have professional careers in liaison to their postgraduate studies. Each course encompasses 18 teaching hours.

As per the Spanish Government, students are eligible to carry out internships during the course of their academic programme; after which you can change your student visa to post-study visa to find a job for the first year, then you can change to work permit when you find a job. We also offer an additional Specialization MBA programme which you can take after the first year to earn an MBA. It is also one year long and earns you a total of 120 ECTs. After you complete the two years, you can change your student visa to post-study visa to find a job for the first year, then you can change to a work permit when you find a job.

We are a recognised Higher Education Institution in Spain. Our Master’s degrees are private degrees awarded directly by ESEI and the Universidad Católica de Murcia (UCAM). At the end of your studies, you will receive two separate degrees from both ESEI International Business School and the Universidad Católica de Murcia (UCAM).
UCAM validates and jointly awards degrees of the following programmes: Master in Business Management, Master in International Relations and International Business, Master in Marketing and Communication, Master in Tourism and Hospitality Management.

If you’re interested in applying soon to secure your spot in the programme, you can be considered for a conditional acceptance that is only pending your final degree and transcripts. So you can apply with your up to date transcripts and the other admissions requirements; & once you complete your Bachelor degree and receive the final transcripts, you send them to us before the start of the Master programme.

The ESEI private diploma will be presented during the graduation ceremony, which usually takes place in July. If you need confirmation of the completion of your programme urgently, we prepare a letter signed by the school which serves this purpose. If you are eligible for the UCAM diploma

ESEI offers a dynamic programme of guest speakers, field visits and social events which are all included on top of your core academic programme.

You should try your best to attend all classes, though we understand that on occasion this can be impossible. Therefore, our master programme attendance policy allows you to miss 2 out of 6 classes per module, unjustified. The only reason an absence would be justified, meaning it wouldn’t count as one of your 3 permitted absences, is if you are unwell and can provide an official medical note. Remember that any absence will hinder your learning and thus likely jeopardise your results. 

Each module has 4 assessment components: a group submission (40%), an individual submission (20%) and a formal oral presentation (20%) for your module project, as well as a participation grade (20%) based on your participation during classes.

You must complete a thesis paper of 15,000-17,000 words, which is due at the end of your one-year programme. You have the choice between an academic research paper in which you must conduct primary research, and a business plan. You will have a programme tutor who will guide you through the process and help you hone your thesis throughout the year, and the Head of Academics will run Thesis Clinic slots so you can have one-on-one support from the academic department too.

This programme is offered every Fall semester, so the next intake would be Fall 2020 starting 7-Oct-2020. 

Yes! Within your classes, you will have some guest speakers, and some of your course projects will happen in collaboration with a real business that works within the field. Additionally ESEI runs guest speaker sessions throughout the year on different business disciplines, including some focused on the digital landscape, which will provide relevant insights for you. 

Barcelona is full of opportunities in many sectors, so there’s always something here for you! Furthermore, it’s a leading technology and digital business city, hosting events such as the biggest mobile communication conference in the world, Mobile World Congress. ESEI will post internship offers on its digital platform regularly, but you should also attend some of the many networking events the city has to offer on digital marketing. It’s all about making connections and creating opportunities!