Master in Digital Marketing, Transformation & Design Thinking
(título propio)

Digital 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 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

This is a practical course structured as a project with an iterative format. It is designed to provide a dynamic and engaging experience of executing a strategy consulting project based on a case study. Students will learn to self-organize and collaborate with teammates to solve problems and manage projects effectively and successfully by learning to implement feedback. In addition, students will learn to apply tools and soft skills that will enable them to solve challenges and execute projects as external or internal consultants, individual contributors, or organizational leaders.

Project-based module | 6 ECTS

Successful managers skillfully manage their resources and risks to produce a desired organizational outcome. A key and often overlooked challenge for managers is the ability to manage without influence: in other words, to gain the support of stakeholders and access to resources not directly under their control. Students will explore project management, effective negotiation and communication skills with a practical, hands-on approach through case studies and class exercises. This course will also review socio-political complexities, creativity and emotional considerations as well as approaches to maximize influence. Students will acquire the fundamental tools, concepts and behavioral skills needed to successfully lead and realize benefits from projects, negotiations and communications.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS

Businesses 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

As 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

This is a practical course in strategy development structured as an agile project, culminating in creation of a strategy based on a luxury tourism case study. The course is designed to provide a dynamic and engaging experience of developing a strategy by understanding context, choices and determining goals which will determine resource allocation and defend competitive differentiation. The project will involve market research, analysis of segment attractiveness and competitive position building on capabilities and existing strengths. The final strategy will devise development of winning plays for competitive advantage aligned to the company mission and performance objectives. Students will learn to self-organize and collaborate with teammates to effectively manage content modules with group work as with a real management consulting project.

Project-based module | 6 ECTS

This course equips students with the skills required to become effective leaders. Students will learn how to take decisions under uncertainty, build the capabilities needed to lead across local and international boundaries, and learn how to bridge culture gaps and differences to create value for the organization. Students will further develop the ability to lead through challenging dilemmas and explore the role of emotional intelligence in transforming a good leader into a great one. This course will equip students with the knowledge and skills required to formulate contemporary leadership strategies, which will allow for both short- and long-term success. The course takes a pragmatic, real-world approach and embraces the latest thinking in leadership development.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS

The course introduces students to the entrepreneurial mindset and various stages of how to build digital business models. Students will examine and critically evaluate key theoretical concepts drawn from the latest studies and knowledge of entrepreneurial management practices. The course will introduce the entrepreneurial cycle from the first idea generation to financing ventures all the way to the final digital business model. Students will cover the latest developments in direct-to-consumer practices, digital B2B solutions, VR, AI, gamification, platform services, social media commerce and other digital trends. The course provides students with a broader perspective of entrepreneurship by examining entrepreneurial behaviors and capabilities for digital startups.

Subject-specific module | 3 ECTS

Technology-driven developments delineate current and future business systems and are a key transformative force impacting business practices in all industries globally. This course provides the springboard to gain a deeper understanding of new and emerging technologies and how to integrate them into existing and new enterprises from a technology, managerial and organizational perspective. This course will provide students and future business leaders with an overview of established and forthcoming technology trends and with the opportunity to appreciate their transformative impact on business organizations, society and the future of work.

Subject-specific module | 3 ECTS

This project-based new product development course is designed to provide students with experience in creating and developing a new product from ideation to launch. The course follows the lean startup method. The basic principle of this method is to launch a new product as quickly as possible in order to obtain customer feedback at a very early stage. This is done in a build-measure-learn cycle, which is constantly repeated to develop a product that is designed to be as close as possible to the customer's needs. Students will learn to apply this iterative approach in a concrete case study. They will not only learn the methodological basics and the required toolbox, but also the mindset, which is fundamentally different from that of classic product development. At the end of the course, participants should be able to successfully apply the Lean Startup method in concrete product, service, and business development situations.

Project-based module | 6 ECTS

This course equips students with the skills required to build and lead successful, high-performance teams. The students will learn to manage team dynamics in local and global environments and navigate through corporate and cultural challenges, including crisis management, miscommunication, and conflict resolution. A hands-on approach to team development will be introduced. Considerable attention will be paid to team leadership and empowerment within an ever-changing business environment.

Skills-development module | 5 ECTS

Business Immersion Week is dedicated solely to business-related activities outside the classroom. Students take part in a wide range of events including company visits, escape rooms, managerial problem-solving games and entrepreneurial endeavors. Through this intense week of dynamic activities, students hone their business skills and put theory into practice.

Skills-development module | 1 ECTS