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12 months

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Part time

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  • Madrid
  • Barcelona
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English

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92%Ratio de
empleabilidad

Why MDM?

  • Personalized monitoring flexibility of schedules to be compatible with your personal and professional life.
  • Faculty The faculty of the Institute of the Digital Economy of ESIC is composed of more than 500 renowned professionals in their field, who work day by day in the disciplines they teach and the program.
  • Digital Talent Employability The ICEMD-ESIC Professional Development Unit?s mission is to improve, promote and value the development of our students and alumni.
  • The ICEMD Guarantee and Commitment Your satisfaction is our principal objective. If you have to leave the program in the first two weeks, you can repeat it at no cost during the same year or the following years.
  • Special Conditions for your Ongoing Training.

Methodology

You will be prepared to respond the new challenges that companies face in a constantly evolving market

METHODOLOGICAL CRITERIA

Personal development of students

International learning experience

Corporate learning experience

Guaranteed networking

Virtual classroom

Real projects from real brands

Final Project

The Master in Digital Marketing is an innovative, academically sound, practice-driven, and digital marketing-focused programme, reflecting the current challenges of the marketplace. The main objective of the MDM is to help and support students to make the transition into strategic management, in the area of digital marketing in particular. By completing the MDM, participants will gain the key skills and knowledge to evaluate, manage, and implement digital marketing strategies while strengthening their ability to face and solve complex challenges in an increasingly globalised/digitalised marketing environment.

  • 1

    DIGITAL MARKETING STRATEGY IN A DIGITALIZED WORLD

    UNIT 1.1 INTEGRATED DIGITAL MARKETING STRATEGY

    • Design and creation of a Digital Marketing Plan in a business strategy within a company
    • Return On Investment Analysis in a Digital Marketing Plan
    • Empowering Creative Thinking
    • Return On Investment Analysis in a Digital Marketing Plan
    UNIT 1.2 DIGITAL CONSUMER BEHAVIOUR ACROSS CULTURES
    • Digital customer journey and purchasing behaviour model
    • Empowering Creative Thinking
    • Fundamentals of customer analysis and segmentation
    • Digital planning and management of customer relationship
    • Basic consumer behaviour, technological trends and their impact on consumers
    • Empowering Creative Thinking
  • 2

    WEB & MOBILE MARKETING ACROSS ENVIRONMENTS: SEO & ASO

    UNIT 2.1 ARCHITECTURE AND WEB DESIGN IN DIFFERENT ENVIRONMENTS

    • Management and Development of digital projects
    • Web usability and mobile web
    • Empowering Creative Thinking
    • Web usability and mobile web

    UNIT 2.2 SEARCH ENGINE OPTIMIZATION (SEO) - LANGUAGES, TERRITORIES AND HABITS.

    • Search Engine Optimization Funtamentals
    • SEO keyword research
    • SEO Copywriting
    • SEO audit
    • OFF-PAGE SEO: Link building and SEO campaign performance analysis & optimization
    • Mobile Apps & ASO (ENG)

    UNIT 2.3 WEB ANALYTICS

    • Web Analytics: how to measure and optimise the critical processes of a website (+mobile analytics)
    • Workshop - Digital Entrepreneurship
  • 3

    SEM & LEAD GENERATION MEDIA

    UNIT 3.1 GLOBAL SEM PERFORMANCE METRICS AND ANALYSIS

    • Search Engine Marketing (SEM): fundamentals, options and key points of a SEM strategy
    • Development and Application of SEM Strategy
    • Advanced options for the management and optimisation of Google AdWords campaigns. Report analysis and innovations
    • Adwords Editors VS Google Adwords: differences between interfaces and implementation of campaigns
    • Advanced strategic configurations of Google AdWords campaigns and other SEM actors
    UNIT 3.2 LEAD GENERATION AND NURTURING
    • E-mail Marketing (ENG)
    • Affiliate Marketing (ENG)
    • Workshop - Digital Business Model Generation
    • Inbound Marketing & Branded Content (ENG)
  • 4

    GLOBAL AND LOCAL SOCIAL MEDIA

    UNIT 4.1 SOCIAL MEDIA STRATEGY AND ONLINE REPUTATION ACROSS CULTURES

    • Design and planning of a social media strategy
    • Social networks applied to corporate communication: ORM & Social Listening
    • Planning of Social Ads' campaigns in FB + Instagram and Twitter
    • Trends and Innovation in Social Media: Pinterest, Snapchat, Spoty & WhatsApp

    UNIT 4.2 GLOBAL AND LOCAL SOCIAL MEDIA APPLICATION

    • Facebook (ENG)
    • Instagram (ENG)
    • Workshop Agile project Management
    • Twitter: Strategy and application (ENG)
    • LinkedIn (ENG)
    • Youtube and video strategies
    • Blog (ENG)
  • 5

    MEDIA PLANNING & CREATIVITY

    UNIT 5.1 GLOBAL DISPLAY, PERFORMANCE METRICS & ANALYSIS

    • Strategy and Media planning (included in Mobile)
    • Workshop: Marketing Automation, A.I & Machine Learning
    • Metrics and analysis of results of investment in digital media
    • Display (ENG)
    • Programmatic purchase
    • Legal aspects of digital marketing, advertising and content
    UNIT 5.2 CREATIVE DIGITAL MEDIA
    • Main techniques used to create and optimise Landing Pages
    • Creativity in Copywriting and Art
    • Digital TV (ENG)
  • 6

    E-COMMERCE

    UNIT 6.1. E-COMMERCE STRATEGY

    • Strategic Plan for Electronic Commerce
    • Omnichannel & digital shopping experience
    • E-Commerce as an opportunity for internationalization

    UNIT 6.2 CREATION AND DEVELOPMENT OF ECOMMERCE ACROSS BORDERS

    • Technological Solutions to create an online store
    • How to achieve and increase client sales Electronic Commerce
    • Online paid media and mobile ecommerce.
    • Workshop: Big Data applied to marketing
    • Logistics and customer service as key moment in the client’s experience
    • E-Commerce performance: financial analysis in electronic commerce
    • Amazon: The ecosystem & how to sell

Class Profile

  • Heads of advertising and communication
  • Online marketing managers
  • Community managers and Online reputation managers
  • Marketing managers and Product managers
  • Heads of technology
  • Heads of Internet and electronic commerce
  • Business development professionals
  • Agency professionals and interactive consultants
  • Relationship marketing professionals
  • Heads of SMEs

Tuition fees

LEADERS

RankingsYESTERDAY, TODAY, ALWAYS

america

ESIC ranks 12th among the best Business Schools in the world.

merco

ESIC CEO ranks 76th among the best Spanish business leaders.

merco

ESIC ranks 3rd among the best reputed Business Schools in Spain.

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