Master in Digital Marketing

1. Digital Marketing and branding fundamentals

Get ready the concepts of digital marketing and learn how to approach a strategic digital marketing plan,study branding as a differentiator element and work oncreativity as the key to generating original ideas.

• The Digital Marketing Plan: phases of the marketing plan from the strategic to the operational part: analysis, setting of objectives, strategy, action plan, measurement and control.
• Branding: Brand territor

2.UX/UI

Discover the characteristics that it must have a website to make the most of it: user experience, usability, accessibility and architecture.

• UX Research
• UX Design
• Usability and accessibility
• Architecture
• Optimization
• Arquitectura
• Optimización

3. Platforms and Langing Pages

Create a perfect landing page ready to go and discover the different types of platforms and servers that exist to create your web or online store.

• Servers and domains
• Types of platforms
• Landing Pages

4. Copywriting

Learn how to make your clients fall in love with creative texts that generate results.

• Copywriting techniques
• Copywriting formulas
• How to write an ad for Facebook Ads
• Copywriting for a landing page

5. Social Media

Learn how to build your brand’s digital community on Social Networks and add value to your fans.

• Facebook, Twitter, LinkedIn, Instragram, Pinterest y TikTok
• The algorithm in social networks
• Social media management and monitoring tools

6. Videomarketing

Discover how to include Video in your marketing strategy.

• The use of video as a marketing strategy
• Video types
• Advertising video formats
• Videomarketing without Yotube
• Video SEO

7. Advertising on Social Media

Learn how to manage PPC campaigns on your social networks to increase followers, improve engagement and attract new leads through your ads.

• Strategy and planning of the social ads campaign
• Facebook and Instagram Ads, Instagram Ads, LinkedIin Ads, Twitter Ads
• Measurement and control of campaigns

8. Google Ads

Learn how to create, manage and optimize campaigns in Google Ads. Launch your search engine advertising.

• The google seach network
• Structure of an account
• Keywords
• Search Campaigns
• Modification of campaigns
• Extensions
• Bid adjustments
• DKI (Dynamic keyword insertion)
• Tools
• Ad quality score and ranking
• Display/GDN

9. Performance reports

Learn how to measure and optimize the performance of your campaigns in Google Ads.

• Audience , acquisition, behavior reports, conversion,ads.
• Creation of custom reports in Google Analytics
• Creation of Google Analytics Dashboards
• Other reporting forms: Data Studio, API, Google, SpreadSheet,...
• Display/GDN

10. Positions in search engines

Discover the strategies to position your website in the top positions of Google.

• SEO On page

1. Website planning for SEO
2. Positioning on maps
3. SEO factors in Page
4. Keyword selection
5. SEO and control tools

• SEO Off page

1. SEO factors in Page
2. PageRank, Trustrank
3. Offpage strategies
4. Link Building

• Google Search Console
• UX in SEO

11. Content and Social Media Plan

Become the professional behind the Social Media strategy. Learn to prepare, plan and lead the strategy of a brand or company in social networks.

• Social media marketing vs web 2.0
• Social Media strategies and their link with the global strategy.
• The Social Media plan

12. Mobile Marketing
Develops the activity dedicated to the design, implementation and execution of marketing actions carried out through mobile devices.

• Responsive Design
• WebApp or Market Channels and their Applications
• ASO (App Search Optimization)
• UX Mobile (Design and User Experience)
• Metrics and analysis of results

13. Email Marketing y Automatización

Develop a complete, coherent and effective email marketing strategy in company focussed on generating conversions and learn to automate them.

• Email marketing strategy and adaptation to Inbound Marketing
• Email marketing platforms
• Automation tools
• Automation in the funnel
• Implementation of the automation strategy
• Launching a marketing automation campaign

14. Web Analytics

Learn how to dominate the interface of google Analytics and Google Tag Manager and make the most of your presence on the internet.

• Creation and configuration of Google Analytics
• Campaigns measurement and ecommerce analysis
• Account, property and filters
• Metrics and dimensions
• Custom Reports and Dashboards

15. Google Tag Manager

Learn how to work with Google Tag Manager to get more information about conversions and interactions on your website.

• Creation and configuration of the account.
• Implementation of Google Tag Manager:
• Tags, Triggers and variables
• Measure clicks, downloads, forms...
• Conversion tracking

16. Design og Marketing and sales strategies Learn to design sales funnels and conversion funnels in an agile way.

• Conversion funnel design
• Sales strategy
• Business model definition

17. Global Strategy

Learn to play the levers that will launch your lead generation strategy for your digital marketing plan.

• Strategy design
• Lead generation channels
• Actions and start-up
• Analysis of results

18. Digital Marketing Plan

Prepare and elaborate your digital marketing plan working on the strategic part, the action planning, the measurement and control of it and the budget item.

• How to build a digital marketing plan step by step:strategy, planning, execution and control
• Marketing budget
• How to argue your idea in 10-15 minutes
• Real case

19. Final project

Because there is no better way to learn digital marketing than by putting it into practice.

During the development of the Master, with the supportof teachers-tutors, you will develop your own project.