Master's Degree in Digital Marketing
Lead like a digital CMO and master all disciplines that support a digital marketing plan capable of transforming your company’s business.
- Format In-person
- START
- LANGUAGE English
- ECTS 60
Part Time
Madrid
Download brochureMaster Degree in Digital Marketing
The goal of the Master´s Degree in Digital Marketing is to enhance your professional competitiveness through the most comprehensive training in digital marketing. Experience a hands-on learning journey focused on real digital projects covering key areas such as digital strategy, online positioning, data management supported by technology, the strategic use of social media, and E-commerce geared towards omnichannel integration.
The program prepares you to lead digital marketing with a strategic vision, manage data-driven processes across organizations, make decisions based on business impact, and fully review all digital marketing disciplines structured along the sales funnel, ensuring a customer-centric perspective.
You will also develop leadership and management skills to grow within any organization and establish yourself as a leading professional in the field.
You can also take this programme in Spanish or online.
2026 INTAKE
Check our special enrolment conditions.
Why ESIC?
At ESIC we know that doing is the best way of learning. Our programme design is based on pragmatic components like tools, workshops, real-world cases, and the deployment of licenses so that you can access the labour market with the best possible preparation. Our Master's Degree in Digital Marketing approach stands out for its many advantages :
Study at a market-leading business school, with a well-established brand recognized by the largest Spanish-speaking professional community in the world.
Apply what you learn through 5 real company projects, developing your digital marketing skills in a practical, results-oriented way.
Take part in the Marketing Summit, a major national event that brings together students from all ESIC campuses and online programs to boost your networking and global industry outlook.
Learn from active professionals, top leaders from digital marketing, agencies, and consultancies who bring real-world insights into the classroom.
Develop your Master’s Final Project (TFM) as a digital marketing plan, guided by expert tutors, allowing you to integrate everything you’ve learned and prove your strategic abilities.
Receive comprehensive training that combines digital marketing with strategic and leadership skills to accelerate your career.
Access cutting-edge learning experiences such as ICEMD, Hoy es Marketing, hackdays, summits, and sessions with industry leaders to stay connected to the latest trends.
Rankings
#1
SPAIN
Leaders in Marketing Master’s Programs according to El mundo
#3
SPAIN
ESIC on the podium of the Best Business Schools for recent graduates and young professionals
#34
EUROPE
ESIC among the European Top Schools for studying marketing programs
#49
WORLDWIDE
Best Marketing School based on the opinion of alumni, students, and employers
ESIC ACCREDITATIONS
More than 55 years of history means that we have institutional agreements and collaborations that recognise our quality as a business school. These are our accreditations:
ASSOCIATION OF MBAS
The international impartial authority
on postgraduate business education
EFMD Programme Accreditation
The leading international system of quality assessment,
improvement and accreditation of business programmes
Agencia Nacional de Evaluación de la Calidad y Acreditación
Sistemas de Garantía de Calidad de Centros y Docencia
ASSOCIATION OF MBAS
The international impartial authority
on postgraduate business education
EFMD Programme Accreditation
The leading international system of quality assessment,
improvement and accreditation of business programmes
Agencia Nacional de Evaluación de la Calidad y Acreditación
Sistemas de Garantía de Calidad de Centros y Docencia
Why should you study Digital Marketing?
In recent years, the digitization of critical processes in companies has accelerated in order to become more competitive, and in some cases, profound digital transformations affecting business models are being driven.
Internationalization
After the pandemic, business processes have been redesigned to deliver an excellent and omnichannel customer experience. This requires agile, data-driven decisions — the true value of this transformation.
Technology
New technologies are creating unprecedented competitive advantages, requiring talent with strong digital marketing skills. New roles are emerging, profiles are becoming more specialized, and processes more complex, demanding a global vision.
Skills
Many vacancies remain unfilled due to a lack of suitable profiles. Digital companies are growing fast and operating globally. This master’s program addresses the urgent demand for international talent in digital marketing.
STUDENTS’ PROFILE: WHO IS THIS MASTER’S DEGREE FOR?
This master’s degree is aimed at young professionals and recent graduates with a background or strong interest in marketing, communication, or digital business, who want to thrive in an international and data-driven environment. The program equips them with the tools, mindset, and hands-on experience needed to become future leaders in digital marketing—capable of driving innovation, strategy, and growth in organizations navigating constant digital transformation.
Our students
Age
Gender
Country
International
Academic Degree
Objectives Master's Degree in Digital Marketing
Throughout the program, you will gain the skills needed to lead data-driven digital strategies, optimize investments, and generate real business impact. You will learn how to integrate digital marketing into decision-making processes and manage projects with an agile, analytical, and customer-centric mindset.
You will learn how to integrate digital marketing into the decision-making process of data-driven organizations to generate real business impact.
You will be able to lead the marketing planning process, assess key digital marketing strategies, and execute tactics and actions based on both digital and business KPIs (ROI, payback, customer acquisition cost, etc.).
You will become a resilient leader, capable of performing under pressure and developing digital business projects using critical thinking.
You will optimize the time to market of your brands, products, or services by mastering the most effective and efficient paid media investments, aligned with your company’s digital strategy.
You will create efficient and profitable digital ecosystems in the medium and long term by optimizing strategic digital assets (websites, CRMs, digital apps, email & inbound marketing, e-commerce & marketplaces).
You will master the digital marketing funnel to improve segmentation, market positioning, differentiation, and the strategic use of customer data.
PROGRAMME STRUCTURE AND LEARNING METHODOLOGY
The master’s program combines updated courses with a Master’s Final Project (TFM), which you will develop throughout the entire program. Each subject addresses key topics with a practical approach: workshops, digital projects, and the application of tools and strategies in real-world environments.
TRASFORMATIVE LEARNING METHODOLOGY:
A student-centered model that enhances your personal and professional development through:
- Practical application of real business challenges
- Soft skills development
- Expert faculty guidance
- A diverse and international community
- Access to all ESIC resources
- It includes online materials, self-assessments, personalized tutoring, experiential activities, and a supervised final project — all designed to progressively put learning into practice.
In this subject, you will gain a solid understanding of business strategy fundamentals and how digital marketing plans fit into them.
- Business strategy and digital business models using Business Model Navigator tools
- Business ethics and sustainability
- Strategic marketing
- Open Innovation: crowd, lean startup & design thinking
- Market research
- Tools and workshops: Business Model Navigator, Statista, SOSTAC, Design Thinking, Xeerpa, CartoDB
Establishing a strong and effective digital presence is the first step toward successful digital marketing. In this subject, you will explore both the creative and technical aspects of how to do it right.
You will work on a Real Company Case – Block 2, focused on designing an effective website that enhances digital relevance and aligns with strategic digital objectives. Key topics covered:
- Digital creativity with Figma
- Usability, UX & Analytics
- Digital Project: Website creation using WordPress
- Tools and workshops: Figma, WordPress, and Digital Brand Creation & Management
Once your digital presence is established, the next step is to optimize your position in search engines and build authority. This subject explores both the strategic and technical aspects of search engine marketing.
You will work on a Real Company Case – Block 3, focused on how to attract sustainable traffic to a website. Key topics covered:
- Search Engine Marketing: SEO
- Digital Project: SEO Optimization
- Search Engine Marketing: SEM
- Digital Project: SEM Campaigns with Google Ads
- Tools and workshops: Similarweb, Google Analytics, Google Search Console, Google Keyword Planner, Screaming Frog, Google PageSpeed, SEO Meta in One Click, SEOquake, and Google Ads
Companies need to understand their customers in real time, which requires developing the right processes and tools to make data work for them. In this subject, you will explore and apply key concepts through the following topics:
- Data privacy and legal compliance
- Business Intelligence: data analytics & technologies
- Customer data–driven management systems
- Digital Project: Marketing automation platforms – Hubspot
- Tools and workshops: Xeerpa, CartoDB, Hubspot
The challenges faced by Marketing Directors are increasingly complex across different environments—markets, technologies, and diverse stakeholders. That’s why developing soft skills is essential to gain influence and drive approval for strategic plans. This subject focuses on strengthening those key competencies.
- Communication and leadership
- Critical thinking
Creating an effective digital marketing plan—based on solid analysis, clear strategy, and actionable execution—is just the starting point. The plan must also serve as an investment tool that ensures maximum return. In this course, you'll develop the skills to build and control plans with real impact.
- Finance for digital marketing management
- Media planning with Google Display Network (GDN)
- Planning based on a digital platform
This subject provides a comprehensive view of how to engage with audiences across the marketing funnel using key digital marketing levers to maximize audience engagement.
You will work on a Real Company Case – Block 7, focused on optimizing the potential of social media platforms.
- Display & RTB with Google Display Network (GDN)
- Social media strategy
- Digital Project: Ads campaigns with Meta Ads, LinkedIn Ads, Twitter Ads, and Similarweb for social media insights
- Tools and workshops: Google Display (GDN), Similarweb
As the program concludes, we turn to one of the most critical areas for any organization: direct sales. This subject covers the fundamental aspects of online sales and channel strategy through the following topics.
You will work on a Real Company Case – Block 8, focused on the key challenges of online selling.
- Channel strategy: moving towards omnichannel
- CRO, operations, and marketplaces
- Digital Project: B2C online store using Shopify
- Tools and workshops: AMZ Product Finder, Keepa, Fakespot AMZ Review, Shopify
This subject enhances employability through training activities focused on developing key skills for the professional environment. As part of your learning journey, you will have access to optional knowledge and networking opportunities, selecting—from a curated list of masterclasses, workshops, and events—those that best align with your professional interests and development goals.
This subject also includes active participation in the national Marketing Summit, held at the Madrid Campus, where you will learn from industry experts and connect with fellow participants from all ESIC campuses.
Development of a digital marketing plan and leadership skills: persuasive communication and conscious leadership.
You will work on a group-based Master’s Final Project, focused on applying and demonstrating the knowledge acquired throughout the academic year. In addition to reinforcing teamwork, this project will allow you to showcase the leadership and persuasive communication skills developed during the program.
*Estructura académica sujeta a cambios. Algunas sesiones de realidad empresarial y networking podrían impartirse en webinars fuera del horario lectivo.
Master's Degree in Continuing Education from ESIC University
Upon successful completion of the program, you will be awarded the Master’s Degree in Continuous Education in Digital Marketing, issued by ESIC University*. This Master's degree is a non-official qualification and does not grant access to doctoral programs. *ESIC University is an institution officially recognized by the Spanish Ministry of Education. It offers both official university degrees (bachelor’s, master’s, and doctorate) and its own degrees (such as continuing education master’s degrees). Both types of qualifications are supported by the same standards of academic rigor and the prestige of ESIC University.
Your Journey
Your experience at ESIC is not only measured in classes, but also in every activity, meeting, and opportunity that will turn your time at the Business School into a journey full of learning, connections, and experiences that will boost your professional future.
Schedule: Monday to Thursday from 7 p.m. to 10 p.m.
- Innovation Summit
- Event 1: Employability & MEET
- Event 2: Employability
- Hackathon 1: Entrepreneurship
- Marketing Summit
- Hoy es Marketing
- Event 3: Employability
- Hackathon 2: Entrepreneurship
- International Experience
- Wednesdays: Masterclass, activity or workshop
- Thursdays: Masterclass, activity or workshop
- NL Non-teaching day
**Subject to change
TESTIMONIALS
Alfonso Onorato
Alumni de MMD
"A ti, que estás considerando estudiar este máster, te diría que no te lo pienses, que tomes la decisión ya, porque es una escuela muy práctica, que vas a conocer a gente muy crack, a profesores muy top... sobre todo es la manera en la que dices "quiero aprender de marketing, pero no quiero teorías. Entenderé la base, pero sobre todo quiero aplicar, quiero practicar, quiero aprender de verdad... experimentando". Siento que ESIC es el mejor lugar para hacer eso."
Carmen Torres Herrero
Alumni de MMD
“Estudiar en ESIC ha sido una de las mejores decisiones que he tomado en mi vida. Yo no he pasado por ESIC, ESIC ha pasado por mí. Y no porque he encontrado un muy buen puesto de trabajo, sino porque también me ha transformado personalmente.”
CURRICULAR ACTIVITIES
Discover the Hands-On Side of This Master’s Programme
GENERATIVE ARTIFICIAL INTELLIGENCE WORKSHOP APPLIED TO DIGITAL MARKETING
You will learn to use ChatGPT-4+ and Midjourney to create prompts that generate value in digital marketing, directly applicable to your plans and strategies.
XEERPA WORKSHOP
You will design buyer personas and digital marketing campaigns based on the unique user of social login, integrating IBM Watson variables for personalization and business insights.
CARTO DB WORKSHOP
Introduction to location intelligence and CARTO, with hands-on practice in location intelligence and map visualizations to make better business decisions.
SIMILARWEB WORKSHOP
A workshop on the global benchmark digital marketing tool.
Thanks to this tool the student will be able to discover how to optimize SEO and how to apply it in content marketing, research, PPC, and social media strategy.
In the Master Degree in Digital Marketing, you will work on 5 cross-disciplinary cases based on real company briefings from organizations such as VOLVO, REPSOL, PEPSICO, DANONE, SAMSUNG, PUBLICIS GROUP, IBERDROLA, and UNILEVER.
The goal: apply knowledge, develop a real professional proposal, and enhance your employability by showcasing your talent to leading companies and marketing professionals.
Case organization:
- Competitiveness in disruptive markets
- Web design and digital strategic objectives
- Sustainable web traffic acquisition
- Social media optimization
- Online sales challenges
In addition to a 5-hour workshop in which the main functionalities of Similarweb are covered, each will have a license of this technology so that they can use it in the different practical tasks of the master’s degree, such as individual and group exercises or final master’s degree work. The workshop is oriented to the contents offered by the Similarweb company, is taught by ESIC’s faculty and facilitates the student to subsequently access the certification exams and thus increase its differential value in the labour market.
TOOLS YOU WILL LEARN
FACULTY AND GUEST SPEAKERS
*Faculty and guest speakers are subject to change.
Employability
Boost your career with the support of ESIC’s Professional Development Unit (PDU)
The PDU supports you at every stage of your journey—both as a student and later as part of our Alumni community. The Employability area manages nearly 4,000 internship offers and over 2,000 job opportunities each year, with a global employability rate of 95%. It offers access to an exclusive job portal, international job platforms, and organises recruitment activities, career fairs, and employability training.
👉 Remember: your professional success will also depend on your initiative in identifying opportunities and your engagement throughout the process.
Learn more about ESIC’s Employability, Entrepreneurship Services and Alumni here.
95%
of our students are employed within the first year after completing the programme
+2.000
students receive career guidance each year from our Professional Development Unit
+3.200
partner companies collaborate annually in talent recruitment
+4.000
internship opportunities are managed annually by the Unit across our campuses
+1.800
job opportunities are available each year through our employability porta
CAREER OPPORTUNITIES
Our master’s programme equips you to thrive in the area of digital marketing that interests you most. From social media or influencer marketing to data analysis or specialising in e-commerce – the choice is yours. Here are some of the real roles our alumni hold.
- Digital Communication Coordinator
- Digital Strategy Analyst
- E-commerce Coordinator
- Social media Manager
- Performance Marketing Executive
- Growth Marketing Specialist
- CRM & Automation Assistant
- Digital Communication Executive
- Digital Marketing Specialist
WHERE DO OUR STUDENTS WORK?
Non-Curricular International Experience
📅 Duration: 1 week (intensive programme).
You can take part in an optional international experience that complements your training with an immersion in the world of international business. Explore new cultures while gaining practical knowledge and building a global network. Transform your learning and open doors to unique personal and professional opportunities.
Join the intensive 5-day course “Understanding Today’s Business Environment” at Georgetown University. Immerse yourself in English-taught sessions led by renowned professors and industry experts to explore the economic, technological, social, and political forces shaping today’s business landscape. Discover the impact of artificial intelligence, international financial institutions, and new trends in global leadership. Complement your academic journey with cultural visits to iconic landmarks across the United States. A unique opportunity to expand your strategic vision from the heart of America.
What’s included?
- On-campus classes with professors and industry experts
- Case studies on global economics, AI, and financial policy
- Visits to international financial institutions
- Cultural experiences at key U.S. landmarks
- Certificate of completion from Georgetown University
What’s not included?
- Accommodation
- Flights
- Meals
Questions? Contact us: oficina.internacional@esic.edu
Join the 5-day intensive course “ESG in the New Business Era” at EM Normandie and discover how companies are embedding Environmental, Social and Governance (ESG) principles into their global strategies. Learn in English from ESG professors and sustainability professionals through lectures, practical cases, and corporate visits. Strengthen your ability to communicate ESG commitments, lead impact strategies, and contribute to a circular and responsible economy.
What’s included?
- Face-to-face classes with ESG and sustainability experts
- Case studies on governance and sustainability
- Strategies for internal and external ESG communication
- Visits to leading companies in the sector
- Certificate of completion from EM Normandie
What’s not included?
- Accommodation
- Flights
- Meals
Questions? Contact us: oficina.internacional@esic.edu
Discover the 5-day intensive programme “Digital Innovation and Transformation: Estonia’s Path to the Future” in the most digitalised country in Europe! Learn in English with digital innovation experts through practical sessions, startup visits, and training in agile methodologies and user-centred design. Evaluate the viability of new technological solutions while immersing yourself in Estonia’s entrepreneurial ecosystem. A unique opportunity to transform your business perspective with an innovative and global outlook.
What’s included?
- In-person classes with digital innovation experts
- Visits to startups and academic sessions
- Training in agile methodologies and user-centred design
- Evaluation of the potential and viability of digital innovations
- Certificate of completion
What’s not included?
- Accommodation
- Flights
- Meals
Questions? Contact us: oficina.internacional@esic.edu
Extension programme
📅 Duration: 3 to 12 months (minimum 12 credits).
Broaden your academic and professional horizons with the Extension Programme — a unique opportunity for international specialisation.
Designed to complement your studies, this programme allows you to choose subjects and courses from an exclusive portfolio of over 60 partner universities across Europe, Asia, and the Americas.
You’ll be able to customise your learning experience with courses aligned to your career goals and gain key knowledge for your professional future. Upon completion, you'll receive an official certificate listing your subjects and accredited credits, validating your global experience — with no academic cost, as ESIC covers it through bilateral agreements.
Take your education to the next level and stand out in a world without borders!
What’s included?
- On-campus university classes
- Assessment and academic monitoring
- Certificate of completion, transcript, and credit accreditation
What’s not included?
- Flights
- Accommodation
- Meals
Questions? Get in touch with us: oficina.internacional@esic.edu
If you want to see all the universities with detailed information, here it is.
DOWNLOAD EXTENSION PROGRAMMECAMPUS, PRICES AND FORMATS
Our Master’s Degree in Digital Marketing in Madrid is taught at ESIC Business & Marketing School campus. Our campus in Madrid was inaugurated in 2021 and has 36 classrooms, an auditorium for 300 people, 16 work rooms, 5 meeting points, gym, a mindfulness room, cafeteria and much more. Our classrooms are full of students from our master's and postgraduate programs specializing in marketing, management, and technology. The campus is the place to network, work on your ideas and learn. But, above all, it is the perfect place to live the present and build the future.
Campus in Madrid
Avenida Juan XXIII 12,
Pozuelo de Alarcón, Madrid
Phone +34 91 452 41 00
View on Google MapsIntakes and prices
Tuition Fee:
€ 24.100
ADMISSION PROCESS
We accompany you throughout the whole process, guiding and advising you so that you choose the best option for your professional career. These are the steps to follow:
1 Application
- You request information through our form.
- An advisor will contact you in the following 24–48 hours.
- You have a first contact call, and a consultancy meeting is convened for questions and doubts.
- You have a second call where all your doubts are solved, and you are guided in everything you need.
2 Documentation
- If the programme meets your needs, you proceed to apply.
- Prepare the necessary documentation (such as university degree or certificates).
- Conduct a personal and professional essay.
- You hand in all documentation.
3 Interview
- Once the documentation is approved, you are scheduled for an interview with the programme director.
- At this interview, you will be able to discuss any specifics you want to know about the programme, as well as any questions you may have.
4 Enrolment
- After the interview, your advisor will contact you within 24–48 hours to notify you if you have been accepted into the programme.
- Once you have been accepted, you have about 5 days to formalise your enrolment.
- Once the enrolment is complete, you will be given all your access (virtual classroom, e-mail…).
- Of course, our last step is always to congratulate you and to wish you the best in your studies.
SCHOLARSHIPS AND STUDY GRANTS
We currently offer a range of scholarships and financing agreements to help support your future.
We do not want economic issues to be an obstacle for you to reach your objectives and ensure training with a future. Therefore, we present you with a wide range of possibilities that will help you in this sense, both the Scholarship Plan that we have developed at ESIC, as well as those that are available to you from different public and private organisations. The scholarships and grants available are as follows:
- Early enrolment grants
- Diversity grants
- Expiga grants
- Women and Leadership grant
ESIC has financing agreements with certain banks with preferential conditions for students enrolled in any of its programmes, as long as you have a bank account in Spain. The specific rules and conditions of each of these agreements can be found in the Secretary's Office. ESIC helps you with the financing of your degree.
If you live outside one of the cities where ESIC has a campus and you are looking for accommodation, we recommend a series of companies and residences dedicated to student accommodation. Find the one that best suits your needs.
MORE INFORMATION
ESIC has partnered with Flywire to accept payments from international students worldwide. You can make your payment easily and securely in your own currency, using local payment methods from the safety and comfort of your home. Real-time tracking and multilingual support are available around the clock.
LEARN MORE ABOUT FLYWAREOTHER PROGRAMMES THAT MAY INTEREST YOU
FREQUENTLY ASKED QUESTIONS
Study grants will be communicated to you during the selection process. Our grants are adapted to each profile and date of enrolment. In addition, you can find out about the grants that ESIC offers as well as those offered by other public and private organisations.
Yes, there is a percentage of compulsory attendance in the face-to-face masters. However, you may have a small percentage of unjustified absences.
You need a university degree or to demonstrate extensive experience in the field. We recommend requesting more information so that your profile can be thoroughly reviewed and the program that best suits your interests can be suggested.
You will study all disciplines related to the digital marketing ecosystem to be fully prepared for new challenges. We recommend checking the Academic Program section for a detailed overview.
According to Royal Decree 822/2021 of September 28, which establishes the organization of university education and the quality assurance process, ESIC offers a variety of programs, including MBAs, University Master’s, and Continuing Education Master’s, all backed by the prestige of ESIC University.
This allows you to choose between:
- University Master’s, which grant an official degree from ESIC University
- Continuing Education Master’s, which provide a diploma issued by ESIC University
- Private Master’s, issued by ESIC Business & Marketing School