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

Digital 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

Effective 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

Dgital 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 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

This 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

How 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 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

Nowadays, 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

The 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

This 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

All 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 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

This 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 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

The 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