Master Degree in Digital Marketing from ESIC University

1. GLOBAL STRATEGY MODULETOOLS

Digital strategy and digital business models

Understanding the current digital business ecosystem, its disruptive trends and the implementation of digital strategy is the challenge faced by this subject in order to consolidate the digital strategic vision.

Strategic Marketing: The digital marketing plan

In Strategic Marketing the strategic vision will be acquired through a journey that begins with Market and Competition, continues with the applied analysis of consumer knowledge to be able to perform the methodology and practice to apply the strategic segmentation model and the Positioning of the brand under Customer Centric and Omni experience vision. Finally, the knowledge of how to create a strategic Digital Marketing Plan with an international scope will be acquired.

2. DATA DRIVEN ORGANISATIONS MODULETOOLS

The market research: Social Media Listening

Listening to the marketplace is one of the keys to success today in achieving engagement, within digital strategies and tactics. Social Media Listening means understanding how disruptive technology is breaking through to help us listen and understand consumer behaviours in social media and in real time. You will learn to listen, analyse and make digital strategy and communication decisions

Business Intelligence, data analytics and AI

Knowledge of the market and marketing intelligence is nowadays a compulsory subject in order to be able to make the right business and marketing decisions. In this course you will acquire a strategic-analytical vision. We will focus on understanding the sources of data, how to convert them into intelligent knowledge, measure and interpret them combining methodology with technology. It will teach you the significant role and trends set by AI and machine to design our digital strategy and guide digital transformation projects.

Management based on customer data: from CRM to CDP

Knowing the customer is key in today's business and marketing strategies, we need to engage and grow with our customers to have sustainable business. In this course we will focus on understanding the customer ecosystem, the evolution of CRM to CDP, the importance of marketing automation to achieve brand-customer engagement.

Digital Project: Digital Marketing Platform

This is a practical subject to see how to implement a CRM and marketing automation platform in a company. We use Hubspot.

Open Innovation in digital environments

Markets are becoming increasingly extreme, and companies are looking for positions such as being cheaper in price or being different in value. Through a hybrid process of lean start up, design thinking and agile methodologies we teach how to generate value, from an innovation where the crowd phenomenon opens up multiple possibilities.

3. SMART DECISION MAKING PROCESS TOOLS

Finances for digital marketing

Learning the main cost and revenue structures for digital business. Creation of the Income Statement that allows the viability of the digital business. Basic concepts of incomes and costs and their classifications. Basic principles of monetisation of services. Financial and profitability ratios. Budget Planning and Control.

To ensure a higher degree of professional skills development in the international environment, the master's degree has a week-long immersive experience. The Business Study Tour course will be a complementary training course in the international field taught by our academic partners at the destination.

Media Planning

Acquisition of knowledge of the methodology of digital media investment. Learn to define digital media and investment under the vision of investment optimisation. Learn how to plan to use KPI's and ROI with results orientation.

To help the student to differentiate between the symptoms of problems in order to be able to identify those decisions that have a greater impact on the business, minimising the organisational, time and financial effort and cost. Likewise, to provide the necessary analytical tools to be able to quantify these problems, differentiating between those that are business/economic and those that are personal/organisational problems.

Digital marketing is dynamic and disruptive by nature. It has a multiplicative capacity when it comes to generating business for companies and this implies having to make decisions in situations where technology allows us to do things that legality, custom and ethical practices have not yet been able to establish reasonable limits. For this reason it is important to reflect properly on the responsibility we have as professionals to ensure that our actions are not harmful to society

A digital marketer must be persuasive when communicating in all areas of their practice. Internally they will need to be able to get budget approval and influence other departments to participate effectively in the execution of the plan. Externally, they will compete with other players to capture the full attention of customers and consumers so that they recognise and prefer the company's value proposition over alternatives.

4. WEB & SEARCH ENGINE MARKETING MODULETOOLS | LICENCE

Web & mobile

Esta asignatura te permite conocer las principales metodologías de desarrollo existentes, entender el concepto de diseño centrado en el usuario y descubrir las etapas que deben realizarse para construir soluciones, técnicas de calidad; desde la investigación al prototipado, el diseño, su desarrollo y programación hasta la puesta en producción. Pero, sobre todo, vas a entender su importancia estratégica en la visión global del marketing digital como plataforma principal de conversión y relación con cliente.

In this course students will implement a global project of website creation in practice. Applying thinking design methodology, starting from the digital strategy they will establish the business objectives and buyer persona, they will create their website project. They will learn how to design under UX, establish frameworks, content maps, transaction models, data flows, etc. They will use a CMS tool that will allow them to conduct the project.

The subject of SEO allows the student to understand the strategic importance of the channel, its role within the global digital marketing strategy, the functioning of search engines, the main criteria of global digital marketing strategy, the functioning of search engines, the main criteria of algorithms and, in short, the construction of digital assets optimised both for the intentions of the market and for the main search engines. SEO off page and SEO on page.

Digital Project: SEO Optiisation

In this course students will implement in practice how to manage SEO strategy in practice. They will learn to understand the importance of search engine management and optimisation as a key to the success of a digital business. They will learn to carry out the relevant audits, to understand how SEO affects the design of a digital project, to follow the instructions required by search engines and how the AdWords concept implies a global digital project. They will also be supported with the tool that allows them to have a practical vision of the project.

The world's leading search engine, Google, offers a very powerful tool that unites different formats and platforms through which advertising can be done at different stages of the customer journey; YouTube, the GDN, Google Shopping, Google Play, Google Maps, Google results and its partners among others allow to achieve different objectives of traffic, branding and visibility, conversions, among others.

In this course students will learn how to develop Google Ads campaigns in practice. They will develop the digital marketing strategy, the selection of one of the campaigns and its implementation. They will be segmented; the campaign will be managed and created step by step so that they can learn all the implications: companies can improve the way content is ranked by search engines. It will also be carried out with Google tools.

5. DIGITAL TRAFFIC MANAGEMENT EXCELLENCETOOLS | LICENCE

Inbound Marketing & Marketing Automation

The inbound course will teach students how to connect brands with consumers, through the sales funnel and content marketing. The focus will be on personalisation. Students will learn how to carry out integrated marketing campaigns, understanding the phases of attraction, consideration, conversion and loyalty, through content and marketing automation. Students will learn how to use Marketing Automation, creating lead generation and nurturing campaigns. They will learn how to increase and optimise business by increasing customer LTV (Life Time Value). You will learn how to make integrated marketing campaigns, combining data, tools and technology. You will be able to generate automated lead generation, nurturing and retention actions, reaching the analytical knowledge that allows you to make decisions and generate business.

Social Media

This subject is planned so that students learn how to manage the activity that brands must carry out in the social media environment (SMP: social media plan) and how this plan must be compatible with the rest of the digital actions that companies carry out to achieve different objectives. The objectives, the selection of social networks, the inclusion of the different assets involved in the publication of content, and the differentiation between organic and paid content.

Digital Project: Ads campaigns

In this course students will learn how to create campaigns for the social media strategies they have previously designed. They will create customised campaigns, considering all aspects of the campaign, from strategy, investment, content, on the main social media platforms. Facebook Ads campaigns (Facebook insights) , Twitter , TikTok .

6. E-SALES MODULE TOOLS | LICENCE

Channels strategy: towards omnichannel

Omnichannel learning marks the learning of this subject, under a perspective of understanding the current digital business, from enhancing the online shops of brands, their presence in the main marketplaces. You will learn the main consumer trends in digital ecosystems, such as ROPO, or SHOWROOMING, in addition to understanding the scope of building omnichannel brands, their business orientation and customer management with technology.

Digital Project: B2C E-shop

In this course, students will learn how to create an online shop step by step. From the digital strategy, the business objectives, the technical requirements and the management of transactions. They will be able to create a prototype and understand how to create and manage an ecommerce in practice. A practical tool will be used to enable the scope of the project.

This course focuses on acquiring knowledge of the current ecosystem of the main marketplaces, such as Amazon, by studying its ecosystem and how it influences current digital business models. AMZ Product Finder, Keepa, Fakespot and AMZ review will be studied in depth.

TFM. FINAL PROJECTTOOLS | LICENCE

Creating a digital marketing plan

Students will be required to complete a Final Master's Project in groups, which focuses on demonstrating the knowledge acquired in the Master's programme. In addition to strengthening the habit of teamwork, they must demonstrate leadership skills, persuasive communication, critical thinking, along with the core digital marketing skills acquired as part of their training during the programme. These skills will make them be recognised as digital marketing leaders in the marketplace.