Programme – Master in Digital Marketing 2019-02-11T14:35:36+00:00

PROGRAMME

FALL SEMESTER

Description:

The module of Introduction to Digital Marketing will serve the student as a basis to lay some basic and initial knowledge related to digital marketing. Throughout the module we won’t go only through basic concepts but also we will see specific references and techniques, as well as presenting practical and real cases that will help the student to understand how the pillars of Digital Marketing work.

Methodology: 

The module will be mainly in-class where the teacher will present theoretical concepts mixed with practical examples. In addition, students will have access to the virtual campus where they can get the presentation, references and also they will be able to contact the teacher and other students to go deeper on what they have learnt. Finally, in the virtual campus there will also uploaded a final assignment and a test that must be completed.

Goals: 

The main goals of the Introduction to Digital Marketing module are the knowledge and understanding of the main concepts related to digital marketing. The student, at the end of the module, should be able to carry out an online marketing strategy taking into account the most appropriate channels according to an specific target or audience.

Content:

What is Digital Marketing?
The Evolution of Digital Marketing
Online Business Models
Marketing Plan
S.W.O.T.
Monitoring and control
The mobile in the digital marketing
Types of digital marketing: SEO, SEM, Social media

Description:

In this course you will learn to plan a strategy for your campaigns according to your business goals. At the end of the course you will be able to understand the basic concepts of the tool, the difference between the different ads platform and how to create a campaign.

Methodology:

During the classes we will go over the theory of the Google Ads concepts and the different Ads platforms, and also practice how to use the tool. On the last class, the students will do the exam on Google Ads Fundamentals in order to get the certification.

Goals:

Learn the basic concepts of SEM and Google Ads
Be able to plan a campaign strategy according to business goals
Understand Quality Score and Ads Auctions
Create a Google Ads campaign
Understand the difference and usage of Search, Display and YouTube platforms
Analysing campaign results in order to make decisions

Content:

Introduction to SEM and Google Ads Fundamentals
Search Campaigns
Display Campaigns
YouTube Campaigns
Analysing a Google Ads campaign
Google Ads Fundamentals Exam

Goals:

In the SEO course 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.

Description:

You will learn all the details of the algorithm in order to increase visibility, strategies at organic level to reach your target audience, and the latest news on a subject that is constantly evolving.

Methodology:

In this training course you will put into practice all the theory related to SEO Onpage, content and SEO Offpage.

Content:

Introduction to SEO
The indexation of contents
SEO On-Page
URLs
Use of keywords
SEO Off-Page
mistakes and penalties
Measurement of results

Goals:

Thanks to the Google Analytics course you will get an overview on the digital analytics worldand will master one of its main tools, both for getting the Google Analytics Certification and to optimize to the maximum your digital marketing campaigns.

You will learn how to set-up Google Analytics correctly in order to guarantee that you will collect quality data, focused on your business goals.

Content:

Introduction to the analytical web.
Basic concepts of Google Analytics
Creation and basic structure of the account
Basic configuration
Principal reports

Description:

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.

Method:

The lessons are based on a mixture of theoretical and practical knowledge that will be worked in teams through real case exercises. All the theory will always be available on the Virtual Campus so the student can practise at home. The final evaluation will be to prepare a Social Media Strategy that will allow the student to reflect their own acquired knowledge.

Goals:

The goal of the class is to master the basics of the social media communication, to learn how to advertise through Social Media and to design a full effective Social Media Strategy.

Content:

Web 2.0 and Social Media networks
The basics of Community Management
The Social Media Tools
Social Analysis: networks, sentiments, keywords and KOL
Content Marketing and Inbound Marketing
The algorithms and how they affect the Social Media behavior
Advertising in Social Media
Social Analytics: Understanding the KPI
Social Media Strategy
Online Reputation, influencers and crisis management
Developing and applying the Social Media Strategy

Description:

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. Student will understand the particularities of this specialty, in addition to the differences in relation to a more desktop related digital marketing.

Methodology:

The module will be mainly in-class where the teacher will present theoretical concepts mixed with practical examples. In addition, students will have access to the virtual campus where they can get the presentation, references and also they will be able to contact the teacher and other students to go deeper on what they have learnt. Finally, in the virtual campus there will also be a final assignment and a test that must be completed.

Goals:

Student will understand with this module how Mobile Marketing works, specifically App Marketing. Words such SDKs, Attributtion tracker, APK, ASO, etc. will no longer be unknown words.

This module is indicated for those professionals who want to lead the growth of an app or mobile project.

Content:

Introduction to apps

What is Mobile?
State of Mobile
New trends in Mobile
Technology behind it
Operating Systems
Apps
App Markets
Business Models
Launching an app to the world

Advanced (apps)

Product
Tracking
Analytics
CRM
Marketing
ASO
Own Channels
Acquisition
Retention
Referral

Description:

The email marketing module will help the student to understand how campaigns are created and executed in one of the most important channels and with the highest conversion of digital marketing. The correct use, exploitation and segmentation of the database is fundamental in the management of email marketing campaigns. Email marketing is just the tip of the CRM iceberg, digital specialty unknown to many but fundamental in the trust of our customers and users.

Methodology:

The module will be mainly in class in which theoretical and practical concepts will be transmitted. Throughout the module will also be carried out exercises that will help students to carry out email marketing campaigns.

Goals:

The main objective of this module is to learn how to properly segment our database, how to communicate with our users and finally how to measure the effectiveness of our campaigns.

Description:

Understanding all the elements that shape the design and usability of a website is the main goal of these classes.

Methodology: 

From theory to practical classes we will cover all D&UX concepts to really apply them in an upcoming future on real-life projects. Out-of-class test exams will be sent to you so we can evaluate and ensure your progress.

Goals:

Evaluate and design user thought websites.
Control all the necessary requirements for an optimal design
Create responsive designs adapted to all types of devices
How to optimize a website.
Creating both a specific brand and iconography for a project.
How to analyze and manage web architecture.
Designing banners and other elements for digital advertising (only free only software will be used)
Managing content effectively
Evaluating different types of web designs, what type of website will I need?

Content:

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

Total 45 ECTS + 15 ECTS for Final Thesis