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
Show detailsDigital technologies have changed how marketing departments operate and perform workflow processes today. The rapid changes in these technologies, often as a result of shorter lifecycles, means that marketers face a constant proliferation of social media channels and new ways of understanding what motivates consumers to visit, click, and buy, all of which can be measured by digital planning tools. Students will learn the essential elements required employ a successful digital marketing strategy and discover how that strategy fits into an overall marketing plan. This course provides the necessary knowledge for developing strategic digital marketing plans and campaigns.
3 CH | 4 ECTS
Marketing Web Analytics & Metrics
Show detailsEffective data analysis is key to business success in the contemporary world. It allows companies to better understand their customers’ interests and habits in order to fulfill their needs, particularly when performing online transactions. This course will examine how to gather and analyze data to optimize digital campaigns and explain the role of web analytics within the digital marketing landscape. Students explore the consumer journey and learn to apply web analytics tools and technologies to monitor performance of web-based marketing activities.
3 CH | 4 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
Show detailsDesign thinking is a method that applies creativity to come up with novel solutions to tough problems. The process involved being immersed in a problem space, thinking creatively around pain points and opportunity areas, then iteratively prototyping totally new solutions. It focuses on listening, user empathy, whole brain thinking, collaboration and experimentation. Design thinking can be applied within any team and in any field, from architecture and design to healthcare and product development. Everything is a result of design thinking, and its techniques and tools can also be applied to problems in the nonprofit and public sectors.
3 CH | 4 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 Strategy
Show detailsAll global leaders believe that digitalization is a value-added approach, and this course reveals how to digitally transform business models and compete in today’s economy. In this course, students will explore the role of digitalization as the main business drivers of the 21st century, focusing on how to get started with digitalization and how to handle digital transformation and its new strategic framework. They will employ analyses and practical case studies to demonstrate how to unleash the potential offered by the digital transformation, and how to achieve the most critical success factors in the new digital marketplace.
3 CH | 4 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.