Master in Digital Marketing, Transformation & Design Thinking
(título propio)
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 (título propio) is a one-year program of 60 ECTS, 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
Digital Technologies And Change Management
Show detailsDgital technologies have emerged as vehicles of change management in winning companies across the board. Being technically literate in digital technologies, their use and application, is a fundamental skill that any aspiring executive needs to acquire.
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
Seminar: Boosting Creativity
Show detailsThis seminar addresses the modern management process, including decision-making and planning, motivating others and efficient communication. Students will focus on exploring the rationale of organizational design and structure to achieve firm objectives, positive employer- employee relations, managerial ethics and the use of control systems.
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
Customer Relationship Management
Show detailsThe course focuses on the roles, duties and tools associated with customer relationship management in the digital era. It also teaches the use of software tools such as CRM, which have become an industry standard.
3 CH | 4 ECTS
Seminar: Communication Skills
Show detailsThis seminar aims to provide students with the necessary skills for effective communication of a luxury brand. Based on storytelling and persuasion, students will learn the importance of creativity, being authentic and building an experience for the customer.
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
Crafting the Digital Business Model
Show detailsCrafting the Digital Business Model focuses on the architecture of digital business markets and models. The course introduces a full set of business-enhancing gamification techniques that are changing the landscape of how e-business is done.
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
Seminar: Online Reputation Management
Show detailsThe Online Reputation Management seminar focuses on all relevant aspects of public digital image management. The seminar discusses online corporate reputation management in the era of social networks, user reviews and instant communication.
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
The master's programs (título propio) awarded by Universidad Católica San Antonio de Murcia (UCAM), Spain, were authorized to be offered at EU Business School Munich GmbH on April 13, 2021, following article Art. 86 Abs. 3 BayHSchG. For more information about university-specific degrees (título propio) and state-recognized university titles, please refer to the section Degrees at EU Business School on our website at eumunich.com/degrees.
Learning Outcomes
This master’s program (título propio) 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.