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Master in Digital Marketing [MDM]

  12 months
  • Part Time
  • Part Time

  Available locations

  • Madrid
  • Barcelona




  Master degree from ESIC University

Know more about the most successful techniques of Digital Marketing with the Master in Digital Marketing of ESIC.

The Master in Digital Marketing is an innovative, academically sound, practice-driven, and digital marketing-focused program, 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.

Once you complete the program, you will obtain the Master Degree in Digital Marketing from ESIC University and the Master in Digital Marketing from ESIC Business & Marketing School.

Participants have the opportunity to reinforce their marketing skills by attending a one-week curricular Business Study Tour at INSEEC School of Business & Economics LONDON (London, England).




One of the main objectives of the Master in Digital Marketing is to cover the new demands for digital marketing skills in the market with a practical approach that allows students to understand and know how to develop all the knowledge acquired throughout the Master.


Prepare students for a new digital environment and train them for the new challenges that companies face in a constantly changing digital market.


Obtain the key skills and knowledge to create, develop and evaluate online strategies and marketing and digital communication plans, which will allow them to face the challenges of companies in the current and future context.


Have a working knowledge of the main technologies on which the different disciplines of digital marketing are based.


Increase the employability of students in the field of international opportunities by having received training in English is one of the growth opportunities that the Master in Digital Marketing of ESIC offers to its students.


Academic Structure

The hybrid format allows you to personalize and make learning more flexible, through permanent "training".

In the hybrid classroom model, technology is integrated as one more element of the learning process that guarantees the continuity of training at all times. Your academic itinerary will begin with the core subjects (common to all masters), then the specialization subjects (specific to your master's degree) and in the optional module you can add subjects of your interest to design your own profile and cover any gaps by reinforcing the areas that you decide. In the end, the Final Master Project will follow.

Management Subjects

  • The unit focuses on the generation and improvement of business opportunities thinking “out of the box” Innovation will be the centre of value creation in the present disruptive environment.

  • This unit helps the student to differentiate the problems in order to identify decisions with major impact in business minimizing efforts, costs, and time. This unit gives the tools to identify those problems differentiating the ones related to business/money from the ones related to personal/organizational issues. It develops technical abilities for decision making with limited or complex information.

  • The current environment and organizations require adaptive leadership that considers not only external aspects but also the manager’s personal profile. Communication, and listening skills (feedback) are increasingly important in the plural, multicultural, and globalized environments. During this course, students will learn to know their leadership style and how to exercise it in different environments. Likewise, they must know and use the fundamental elements and structures to build clear messages that allow them to approach communication with more confidence and know how to effectively manage situations of doubt, questions or confrontation.

  • The current context modifies the way we communicate and interact, the diversity of people we address, as well as the means we use to transmit messages, share, influence and achieve our purpose, highlight the importance of becoming aware of our communication style and impact, being key to know the tools and methodologies that make us more flexible in order to adapt to any situation and interlocutors without losing impact.

  • The aim of this subject is for the student to acquire the competencies and knowledge taking the decisions in an ethical way, with social corporate responsibility and the different stakeholders in a global and multicultural environment. Apply high standards of respect for human values and cultural diversity. Develop competencies to measure the economic impact of decisions when taken or even when not taken.

  • Current organizations and environments require an adaptative leadership not just in the external facts but in the managers' profile as well. Within this framework communication abilities are more and more important in globalized and multicultural environments. Students will learn their leadership style and how to apply it in different circumstances. They will learn how to use and apply fundamental structures and elements to deliver clear and attractive messages approaching communication with confidence. They will also learn how to deal with uncertain situations, questions, or confrontational issues.

Specialisation Subjects

Category subjects

  • The most innovative companies use emerging technologies - Artificial Intelligence, the Internet of Things, Blockchain, among others - as well as data and agile methodologies to develop new products and services, business models, and customer experiences. These companies have digitally transformed themselves by making data the engine of their operations and achieving strong competitive advantages that can lead to major disruptions in markets and profound changes in the industry. However, technology is a very important element in this process, but it is not enough. Success lies fundamentally in the proper formulation of strategic intent and not on individual technologies, as well as in the ability to digitally reinvent the business, supported by leaders who foster a culture capable of changing and inventing the new, of taking risks, and of properly managing talent. This subject explores how strategies can be improved through the introduction of new technologies, the knowledge of these, the use of data for decision making, the organizational and cultural change that companies must face in order to guarantee success in this digital metamorphosis that for some companies could mean their disappearance.  

  • Listening to and feeling the market is a fundamental competence of today's organizations. It has always been important, but increasingly the needs of customers evolve more quickly.  Think about the current context, can you identify any aspects that are impacting consumer expectations and behaviors? I'm sure you will have no difficulty in identifying some, as these days, we are experiencing one of the biggest transformations and changes in our lifestyles globally. But beyond Covid19 or any other structural change affecting society, there are also countless small evolutions that are changing customers' needs, expectations, and behaviors. 

    Companies that want to differentiate themselves from their competitors and achieve consumer 
    preference must be attentive to these changes and have the tools and methodologies to identify them and react quickly and accurately.

    Listening to and feeling the market is the set of techniques, instruments, and methodologies that will allow us to understand and react to customer needs in an agile way, and adapt our marketing strategies based on the insights obtained.

  • This subject will allow students to approach the marketing strategy under an integrative, results-oriented approach that inspires the formulation of operational and tactical initiatives of the elements of the marketing mix and the segmentation and positioning sections. Finally, attention will be paid to the configuration of the total marketing plan, integrating in a special way everything related to the digital field.

  • Financing of assets/companies and different investment strategies to maintain growth. Critical analysis of key financial elements either generating value or being a risk either are domestic or international level. Fintech elements as part of the financial markets.

Subjects specific to your degree

  • By understanding the reasons for planning, we will be able to use all the advertising possibilities offered by the digital environment (SEM, Display, Native Advertising and Branded Content), the different buying options (direct and programmatic), marketing models, and the specific tools, both the ad server and those necessary for programmatic buying, such as the DSP -Demand Side Platform- or the SSP -Supply Side Platform-, and specific information providers, such as Comscore, GfK or OJD Interactive.

  • The digital media mix course allows the student to understand how to connect the tactical stage with the rest of the strategic planning, as well as to face with guarantees the process of defining an optimal digital media mix, taking into account that such optimization will only be valid at the moment of such planning since it will be in constant evolution based on the collection of data from the previous campaign, its analysis and decision making based on such data for the next optimisation of the digital media mix.

  • 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, Shopping, Google Play, Google Maps, Google results and its partners, among others, allow different traffic, branding and visibility objectives, conversions, among others, to be achieved. 

  • This subject is designed so that students learn 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. Students will learn how to design and plan a social media strategy that includes the determination of 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.

  • The SEO course enables the student to understand the strategic importance of the channel, its role within the overall digital marketing strategy, the way search engines work, the main criteria of algorithms and, in short, the construction of digital assets optimised for both market intentions and the main search engines.

  • This subject allows students to learn about the main existing development methodologies, understand the concept of user-centered design and discover the stages that must be carried out to build quality technical solutions; from research to prototyping, design, development, and programming to the production stage. But, above all, to understand its strategic importance in the global vision of digital marketing as the main platform for conversion and customer relations.

  • In a changing world, with communication platforms that are constantly being created, with codes and formats that are always new, what can a company do to maintain its relationship with its potential customers? How can it be credible? How can it become known? In this unit we will discover methodologies that will allow us to understand communication and the scope of business objectives by responding to the need, using the buyer’s data, and using different tools in a way that adapts to the natural buying cycle.

  • The CRM philosophy puts the customer at the center, so that customer relationship management is optimized for the purpose of customer acquisition and loyalty. Fully understanding the lifecycle of the relationship, the different phases, the importance of making decisions based on data and not emotions are fundamental. CRM tools serve that purpose with an operational approach. In a global world, customer portfolios are becoming larger and more complex. It is necessary to manage them with excellent marketing criteria.

  • In a market where digital strategies in general, and e-commerce in particular, have become a key business component to ensure business viability and stability, knowing how to successfully design, develop and execute a company’s e-commerce strategy is one of the essential keys to success in a highly competitive global marketplace.

  • In order to promote the development of an international professional profile, the master’s degree includes a mandatory Business Study Tour. The objective is to carry out an academic and professional immersion in an advanced digital ecosystem. During the stay, the student attends a program organized by our partners in the destination and also attends visits to local companies. Both activities together with the contact with students and professors of these destinations generate a unique experience of personal growth. There is a unique dynamic of inner discovery and exploration of digital ecosystems!

Optional Subjects

Subjects or activities are freely chosen by the student to personalise a part of their master's degree and thus complete their skills development. Students can choose subjects related or unrelated to their discipline, experience what it is like to study abroad, or prepare for a certification.

It will be possible to take the elective courses in English or Spanish and select the ones that are of most interest to the students, regardless of the category of the program they are taking. There are two levels for each elective subject; an essential level or an advanced level, which will depend on the content of the program.


  • Management & Investment on financial assets
  • The Start Up journey
  • Re & Upskilling: boost your professional efficiency
  • The journey to develop a global business


  • Digital Marketing
  • Marketing Automation for Operational Marketing
  • Purpose Branding
  • Sales 4.0: new digital models


  • Essential cybersecurity for non-technical Executives 
  • Essential Big Data and IA for non-technical Executives
  • Internet of Value (Technologies for non-technical Executives)
  • Business 4.0: Process Automation (RPA)

*The teaching (remote model) of these subjects will be subject to timetables depending on the composition of groups, and may not coincide with the programme timetable.    

  • Google tools for decision making (Google Tools)
  • Software for Smart Marketing (Hubspot Software Marketing)
  • Advanced Marketing (CIM - Chartered Institute of Marketing)
  • Scrum in practice (Professional Scrum Máster Certification -PSM)
  • People Analytics (Certificate Program)

*This does not include exam fees for any certification or individual CIM tutoring.

As an MDM student, you will take part in a one-week curricular Business Study Tour at INSEEC School of Business & Economics LONDON (located in London, England).

During this BST, you will be immersed in the world of marketing, learning the real challenges faced by companies and how it affects their digital reputation, their decision-making, and other crucial aspects, all from a broader point of view. 

*If for any reason beyond our control, this destination is not available, we will do our best to offer a suitable alternative.
*Places subject to availability.
*BST delivered 100% in English.
*Extra fees apply.
*Departure cities: Madrid/Barcelona.
*The price of the program includes the BST teaching, accommodation and transfers departing only from Madrid/Barcelona.

Final Project

This consists of an actual digital marketing plan and that represents a challenge where the student must demonstrate that the learning objectives have been met and that all the skills acquired during the course have been put into practice.

Individual project.

The objective of the Final Project is to give the student the opportunity to apply the knowledge and experience acquired during the program by applying it to a comprehensive digital marketing plan. During the development of the project, the student is expected to work self-taught and learn to self-manage their own project. The work will be developed individually and its objective is to develop the skills and professional competencies required to implement a digital action plan from the research phase to the development of the most appropriate digital actions to achieve the planned objectives. To guarantee the quality the execution and the results of the Final Project, each student will be assigned a dedicated tutor during the course of it.

*Academic Structure subject to change. The subjects are combined throughout the course, except for the Final Project that will be coursed at the end of the master.

Outgoing profile

  • Digital Marketing Manager
  • Digital Communication Specialist
  • E-Commerce Manager
  • Digital Account Manager
  • Digital Media responsibles
  • Lead or Adquisition Specialist
  • Content Marketing Manager & Social media Managers
  • Entrepreneurs or Businessmen (who want to use the Digital MKT to improve the presence and sales of their company)

Alumni data

Functional areas of our alumni



Consumer Products






Trade and Distribution


Financial Services


Hotels and Tourism


Geographical areas
where our alumni work

100 %


Prices and Campuses where taught

Master in Digital Marketing [MDM] in Madrid

Intakes and prices

  • Intakes 2023-10: € 22.100

ESIC Campus in Madrid


Avenida Juan XXIII 12,
Pozuelo de Alarcón, Madrid
91 452 41 00
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Master in Digital Marketing [MDM] in Barcelona

Intakes and prices

  • Intakes: To be confirm

ESIC Campus in Barcelona


Carrer de Marià Cubí, 124 | 08021
93 414 44 44
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