Master in Digital Marketing, Transformation & Design Thinking
Technology is transforming our world at a rapid pace, and businesses need to ensure they connect with an increasingly powerful and discerning customer base.
Digital marketing is crucial to business success and this program provides a comprehensive understanding of new technologies and how to implement them for effective digital marketing campaigns, as well as examine digital business models and digital transformation strategies in order to achieve optimal success in the ever-evolving business landscape of the future.
Program Structure
The Master in Digital Marketing, Transformation & Design Thinking (60 ECTS) is a one-year program, divided into three terms. Each term comprises four courses (4 ECTS each) and one seminar (2 ECTS). Throughout the year, students will also participate in real-life case studies and business simulations. In order to graduate, participants must also complete a business plan (6 ECTS).
(13 CH | 18 ECTS)
Digital Marketing Strategies and Social Media
Show detailsDigital marketing is critical for the success because it allows businesses to create highly targeted campaigns that focus on specific audiences and reach them with greater efficiency than traditional marketing methods. Additionally, digital marketing provides businesses with valuable insights into their customers' behavior, allowing them to make informed decisions about their marketing strategies. Digital marketing strategies and social media are powerful tools to reach, engage and convert customers. This course will enable students to develop efficient and effective digital marketing strategies, and create content that resonates with target audience, achieve communication objectives, and generate leads. Students will acquire the knowledge to use social media to build relationships with customers, increase customer loyalty and improve customer service.
Subject-specific module | 3 ECTS
Analytics, Metrics and UX
Show detailsAnalytics, metrics and UX are all important for the design, development and effective use of the digital presence of a company through its website or app. Analytics provide insights into how users are interacting with the website or app, which can then be used to inform the design decisions and optimize the user experience. Metrics provide a way to measure the effectiveness of the design, allowing for the comparison of different versions and for tracking changes over time. Finally, UX provides an understanding of how the users interact with the website or product and helps to identify areas where improvements can be made. This course will enable students to use web analytics tools to monitor and track consumer engagement and performance, use appropriate metrics and generate consumer insights derived by the relevant data to improve consumer engagement and, ultimately, customer satisfaction.
Subject-specific module | 3 ECTS
Automation, Search Engine & Conversion
Show detailsPositioning on search engines is an important consideration for company or brand visibility. From generating keywords to developing targeted content that can lead to findability via optimized search results, companies compete for better visibility according to their potential customers’ requirements. This course provides an introduction to Search Engine Optimization (SEO) for marketing and includes the latest techniques for evaluating Search Engine Marketing activities, helping students understand how to successfully promote products through search engine channels.
3 CH | 4 ECTS
Social Media Marketing & Advertising Strategies
Show detailsSocial media has disrupted communication channels and created challenges for marketing in the digital age. Control of the brand has shifted from the company to the consumer and brands now require a new approach. With this increasing emphasis on integrated social media strategies, there is an irrefutable need for marketing professionals and organizations to have end‐to‐end social media expertise. In this course, students will learn how to manage their brand on social media and how to create a social media & advertising strategy.
3 CH | 4 ECTS
Masterclass I
Show detailsThis masterclass, the first of three held throughout the year, will be dedicated to the acquisition of specific practical skills relating to digital marketing.
1 CH | 2 ECTS
(13 CH | 18 ECTS)
Ideation & Brainstorming Techniques
Show detailsHow do you keep coming up with new ideas that will keep your audience engaged and employees motivated? This course will provide an introduction to ideation techniques and the goals of the idea development process, cover various brainstorming and idea generation techniques, and provide an insight in other solution design methods. It is designed to develop students’ critical thinking, engagement and collaboration skills.
3 CH | 4 ECTS
Design Thinking, HCD and UX
Show detailsAs automation and AI advance apace, the way humans think and interact with technology is also transforming. Importantly, there is an inherent need for software developers and hardware engineers to consider how humans interact with new and emerging technologies to adapt the design of these tools specifically for users, ensuring better ease-of-use metrics and enhanced user experience. In terms of design thinking, the transition between these technologies and interaction also allows for new forms of intuition and creativity from users. This course provides students with a solid framework for understanding design thinking and the critical role human-centered design and excellent user experience has on optimizing operational performance in business environments. Knowledge regarding how design thinking has transformed to consider human experience is key to success in today’s digital landscape.
Subject-specific module | 3 ECTS
Leadership & Entrepreneurial Thinking
Show detailsNowadays, it is impossible to be a leader without thinking innovatively or without the capability to lead organizations in an ever-changing context, where organizations have undefined and dynamic profiles. This course introduces students to the key issues of becoming an effective leader and applying entrepreneurial thinking to ensure organizational success. The course creates the framework for examining and developing students’ own personal leadership attributes.
3 CH | 4 ECTS
UX & HCD
Show detailsUser Experience (UX) is a human-first or user-centered approach to interface design. The user- centered design technique puts companies more in touch with users’ needs, allowing them to develop solutions that really work for the audience. This course will explain the user-centered approach to UX design and usability and will provide tools required to create user-friendly products and services. Students will learn to examine user needs and behavior and how they relate to UX design.
3 CH | 4 ECTS
Masterclass II
Show detailsThis masterclass, the second of three held throughout the year, will be dedicated to the acquisition of specific practical skills relating to design thinking.
1 CH | 2 ECTS
(13 CH | 18 ECTS)
Digital Transformation: Technologies for Maximum Business Impact
Show detailsBusinesses that want to digitally transform must consider how new technologies, once implemented, ultimately lead to a greater ROI and help them to achieve maximum profitability and optimization while at the same time requiring minimal energy expenditure and financial investment, and ensuring resources are not wasted. Companies who are transforming often strive to become more “weightless” and incorporate sustainability measures to ensure corporate social responsibility practices and contribute to lowering the carbon footprint caused by less efficient business operations. This course provides students with the tools and skill sets necessary to digitally transform businesses and attain maximum impact, not just in terms of the success of the business but also on the workers and communities affected. Students will engage in project-based learning to reveal some of the challenges contemporary businesses and organizations face with digital transformation.
Subject-specific module | 3 ECTS
Digital Business Models
Show detailsAs digital business evolution continues with the rapid advance of technologies and business models, an in-depth understanding of digital business models, services and consumer behaviors proves more valuable than ever before for successful digital business development and management. This course addresses important questions such as: What are the key current digital business models? How are they changing or disrupting business? Which models will prove most effective for which kinds of businesses? How can each be pursued most effectively? What combinations of the pure models tend to be particularly effective and which tend to be in conflict?
3 CH | 4 ECTS
Digital Startups
Show detailsThis course provides a practical approach to building a startup starting from an original idea, all the way to launching a real startup. It provides all necessary methods, tools and knowledge to craft a startup from the ground up and to grow early-stage companies. This course also offers tools and techniques to leverage social media platforms for startups launch and development. Students will learn financing models, growth, exit and optimizations strategies.
3 CH | 4 ECTS
New Tech
Show detailsNew technologies are changing the way businesses are operating and provide strong competitive advantages to the companies understanding and embracing tech trends. This course provides an introduction for managers to the world of new technologies, artificial intelligence, big data and virtual reality, and provides a foundation that will help create value and develop a competitive edge for companies. The course is also designed to develop skills to manage digital business models and integrate technology-driven innovations in these models.
3 CH | 4 ECTS
Masterclass III
Show detailsThis masterclass, the third and final of three held throughout the year, will be dedicated to the acquisition of specific practical skills relating to digital transformation.
1 CH | 2 ECTS
Final Project
Show detailsStudents will also be required to submit a final project (6 ECTS/4CH) at the end of their studies and to attend field trips, company visits and fairs as part of the experiential learning method.
4 CH | 6 ECTS
Learning Outcomes
This master’s program develops the knowledge and skills to design effective strategic digital marketing plans and campaigns, understand customer motivation, manage brands on social media and leverage web analytics effectively. Students will be able to:
- Design effective strategic digital marketing plans and campaigns and understand consumer motivation, as well as the fundamentals of search engine algorithms.
- Develop innovative, creative and user-oriented ideas and solutions using the design thinking process and brainstorming and ideation techniques.
- Redesign and reimagine businesses and products driven by new technologies and apply a strategic approach to planning digital transformation.