Global Master in Digital Marketing & E-Commerce
- Professional
- Hybrid learning - Spanish
- 60 ECTS
- Apr. 2024 - 12 months
Presentation
This master's degree is taught in SPANISH
We operate in a new landscape in which the rules of the game have changed. Immediacy is now an everyday feature of our lives. Information and Communication Technologies (ICT) have transformed the supplier-customer relationship forever thanks to the consolidation of the Internet and social media as effective made-to-measure marketing tools. The Internet has given us the opportunity to conduct transactions within the media platform itself, representing a clear departure from traditional distribution models.
With this in mind, the Global Master in Digital Marketing & E-Commerce of EAE Business School Madrid will give you cross-cutting training using techniques and tools deigned to establish new forms of communication with the consumer.
This is an extremely practical program with a clear professional focus that covers all the strategic and operational aspects required to design a marketing plan in a digital setting.
Moreover, this program includes a two-week residential stage in Madrid, which gives you the perfect opportunity to network professionally with both lecturers and classmates, and discuss current topics with leading experts, as well as taking part in workshops and other activities.
MASTER DEGREE
On successful completion of your program, you will receive a double qualification: the Global Master in Digital Marketing & E-Commerce from EAE Business School and the Global Master in Digital Marketing & E-Commerce by the Universidad Internacional de la Empresa (UNIE)
Enroll now and start enjoying your career boosting plan.*
From the moment of your enrollment we will start working together in the materialization of your professional project through a personalized development plan. Are you going to miss it? Request information and we will explain it to you.
*This service applies only to on-site programs.
Reasons to take this master
- Hybrid methodology: Our methodology enables you to balance your professional and personal lives. Flexibility and autonomy are the defining features of this new approach that will boost the development of your professional competencies.
- Tools for the digital world: You will work alongside our faculty every day to gain insight into tools such as CRM and the technological software to run mailing campaigns, as well as programming, e-commerce creation, marketplaces, etc., learning all the key factors to launch your business successfully.
- Networking: Take full advantage of the opportunity to expand your network of contacts through conferences with company executives specializing in the field of marketing, as well as with your lecturers and classmates throughout the program.
- Prestigious Partners: EAE Business School Madrid is a member of the leading communication associations in Spain: DIRCOM, ADECEC, Corporate Excellence, AM and AEA.
- Panel of experts: Throughout the program, you will be accompanied by lecturers who are professionals currently working in leading companies in the sector, evolving with them as they help you set yourself apart and boost your profile for the future.
- True Potential Experience: Enjoy an experience that combines the Global Master in Digital Marketing & E-Commerce Hybrid Learning with a Personalized Professional Development Plan, guided by a True Potential Advisor, who will help you find, focus and develop your true potential.
The most demanded tools and certifications
The Global Master in Digital Marketing & E-Commerce at EAE Business School Madrid responds to the real needs of companies, with a study plan that includes the use of the most popular tools in the sector, such as:
In addition, thanks to our collaboration with Real Audiences, the Global Master in Digital Marketing & E-commerce is complemented by a six-hour course on learning and using this software during the Residential period. The result will be a complete training and certification in Programmatic hold by Real Audiences.
Syllabus
- Introduction to Digital Marketing. Digital Advertising. E-mail Marketing - 6 ECTS
- Introduction to digital marketing.
- Digital marketing, digital transformation and sustainability.
- Digital business models.
- Digital strategy and digital marketing plan.
- The digital funnel and its role in the strategy.
- Segmentation and objectives in the digital plan.
- Positioning and web site. Introduction to SEO.
- Marketing on mobile devices.
- Video marketing and email marketing.
- Paid Media: Advertising that reaches the customers.
- Understanding current digital advertising platforms and channels and their impact on business.
- Understanding advertising formats (native, text-based, banner, social, video, sponsored, content, push notification, enriched media, holograms, immersive media, etc.).
- Ethical marketing and advertising.
- Implementation of mail marketing in the marketing strategy.
- Tools, campaign mailings and measuring the customer journey within mail marketing.
- Search Engine Positioning- SEO and SEM, Affiliate Marketing - 6 ECTS
- What is web positioning web and how can it help your company?
- SEO for positioning your company: On-page SEO, Link Building, SEO Longtail SEO, keyword research, CTR, etc.
- What is SEM and what is it used for? Google Ads and keyword planning.
- Advanced SEM: Google Analytics and Google Tag Manager, Advertising on Search, YouTube Display, Shopping and Maps.
- Affiliate marketing.
- Affiliate program design and launch.
- Social Media Marketing. Video, Audio, Mobile. Programmatic Advertising - 6 ECTS
- Global approach: Channel objectives, strategies and actions.
- The 5 step method.
- Social media strategy.
- Key social media for marketing.
- Content and dynamic plan.
- Social media conversions and metrics.
- Global social media plan and community management.
- Preparing for a customer.
- Organic and paid actions and the main social media platforms.
- Online reputation management on social media platforms and sites.
- Monitoring and social listening.
- Video: Types, formats, metrics.
- Audio: Types, formats, metrics.
- Mobile: Use, formats, applications.
- Understanding the programmatic advertising ecosystem (RTB, DSP, SSP, retargeting/remarketing).
- Residential - 6 ECTS
- Introduction to the Digital Ecosystem: E-Commerce, Design Thinking, Lean Startup, Agile. Marketplace - 6 ECTS
- Introduction to the digital ecosystem: Online and offline B2C, B2CB, D2C commerce, etc. Sustainability.
- Paid media and fraud.
- Types of e-commerce: Website, app, marketplace.
- Design thinking methodology.
- Lean startup.
- Agile.
- Marketplace: why launch one and how to adapt the B2B model to the wholesale customer.
- Web Design and Usability. Creation of E-Commerce Platforms - 6 ECTS
- What is the user experience?
- UX research.
- Usability.
- Visual design and perception.
- Platform introduction and selection.
- Platform management and customization.
- Interaction and silo elimination: Data, functionalities and integrations.
- Relationship Marketing and Logistics - 6 ECTS
- Online store and ordering.
- Transport and distribution in B2C e-commerce.
- Reverse logistics.
- Internationalization of e-commerce companies.
- Basic CRM concepts.
- Customer service.
- Customer loyalty.
- Digital Analytics, Entrepreneurship, Blockchain, Metaverse - 6 ECTS
- Why use web analytics? Main metrics and KPIs.
- Data gathering, processing and presentation.
- Data analytics and interpretation.
- Attribution modelling and multichannel funnels.
- Monitoring campaigns with customized parameters.
- Data visualization: Segments and reports.
- What is blockchain? The evolution of a technology.
- The most common cases of the use of blockchain.
- Understanding the sector: Uses, values, intellectual property and stakeholders.
- The world of the metaverse, utility of technology.
- Designing solutions in the metaverse.
- Choose the course that you want to take and which will expand your range of future professional prospects – 10 ECTS
- Master’s Thesis – 12 ECTS
Minors
At EAE Business School Madrid, as a school committed to innovation and transformation, we have created an optional specialization program that you can take at the end of your Master.
This educational model gives you the opportunity to acquire new skills and an individualized qualification to set yourself apart in the labour market by enhancing your professional profile.
You will have the option to choose the Minor that best suits your needs.
3 Territories to conquer
1. Digital strategies
Gaining a 360º overview to implement a communication strategy with a positive impact on the commercialization, customer acquisition and loyalty building in digital settings.
2. E-Commerce
Taking a leap forward in an electronic commerce business by gaining a command of measuring and analysis to optimize and continuously improve the virtual store.
3. E-Logistics
Understanding and capitalizing on the latest technologies within the supply chain and e-commerce to reach customers efficiently by optimizing processes.
Faculty
Mercedes Fèvre
Consultant, trainer and speaker in online sales and digital marketing. She has worked at Amazon, BuyVIP, Carrefour, among other companies. Degree in biochemestry and molecular biology. PhD student in Business Sciences at UCM.
Miguel Valle-Inclán
Expert in traditional marketing, digital marketing and inbound marketing. International career in multinationals such as Mondelez, Heineken and Altris. Degree in Economics and Business Administration, and Master in Sales and Marketing Management from the Instituto de Empresa.
Alexia de la Morena
Business Brand Manager, journalist and neuropsychologist specialising in advertising, marketing, communication and sales.
Pablo Martin Antoranz
International MBA and Master in Marketing Management and Multimedia Communication.
Alejandro Garrido
Retail Industry Manager & SE Export Team lead at Google. Higher Industrial Engineer from Carlos III in Madrid, training major universitites such as ENPC (Paris) and Kingstown College Dublin.
Daniel Ramos
Technology advisor and consultant for the Inditex Group.
Javier Barazarte
Founder and CEO of B-Art Talent Management
Manuel Martín
CEO at PanEuro Search Marketing.
MERCO Talento Ranking 2022
El Economista Ranking 2022
El Economista Ranking 2021
Professional prospects and entry profile
What you study here and now will have an impact on your career tomorrow. Start imagining your future and take a look at some of the professional prospects that await you.
- Director of Digital Marketing
- Director of E-Commerce
- Brand Digital Manager
- E-Commerce Manager
- Digital Project Manager
- SEO Manager
- SEM Manager
- Digital Marketing Manager
- Digital Communication Manager
To access the Global Master's Degree in Digital Marketing and E-Commerce, candidates must hold a Bachelor's Degree, Diploma or Degree in the area:
- Marketing,
- Business Studies,
- Economics,
- Advertising.
Or prove at least two years of work experience or the willingness to develop a professional career in the field of the degree.
True Potential Experience
At EAE Business School Madrid, we know that are all born with something that, if you discover and nurture it in time, can make all the difference in your professional career.
With this in mind, EAE Madrid offers you the True Potential Experience: an experience that combines our Global Master in Digital Marketing & E-Commerce Hybrid Learning with a Personalized Professional Development Plan.
With True Potential Experience, we want to give you more than just a top-quality education. We want to give you the opportunity to discover your true potential and make it a reality.
Employment report
Our students on EAE’s Global Master in Digital Marketing & E-Commerce work in leading companies, such as:
At EAE Business School Madrid, we offer financial support to all the candidates on EAE programs.
EAE Business School grants
Achieving excellence in your studies requires a large dose of energy and perseverance. We like to think that we can offer an extra motivation for students who are working at the highest level. The Academic Excellence grant is awarded to candidates who have displayed extraordinary performance and can accredit an average score on their academic record of over 9.5.
We strive to increase the presence of women in executive positions and promote gender equality in the labour market Over 40% of our students are women, many of whom combine their studies with their professional and personal lives. We want to reward their efforts with this grant, which takes their academic report into consideration, but also their executive potential, leadership capacity and professional background.
Launching an entrepreneurial venture is an exciting journey that requires preparation, the capacity for sacrifice and creativity. We aim to foster entrepreneurial spirit and great business ideas with a grant awarded to directors of SMEs, self-employed professionals and people with their own business project. To be eligible to apply for the grant, the Master candidates must have created a company in the same year.
We are certain that, to achieve a fairer, more participative society, we have to run initiatives designed to foster the talent of people with a disability. With this in mind, we have created a grant for the Master in Marketing and Sales Management that is awarded to the candidate with an accredited disability of at least 33% who has the best academic record.
(Fully covers all training-related expenses during their attendance on international programs).
In the global world in which we now live, it is important to discover new cultures that enable us to enhance our competencies. With this in mind, we offer a grant to students whose program includes an international mobility option on its syllabus (programs that offer students an optional residential program abroad). This grant covers the cost of enrolling at the destination university.
Other ways of financing the master
There are other sources of financial support for studying offered by different institutions and organizations, to which you also have access.
The grants offered by the MAEC (Ministry of Foreign Affairs and Cooperation) and the AECID (International Cooperation Agency for Development) offer the opportunity to take this Master to young and foreign university students who choose to round off their studies in a Spanish university or educational institution. The grants are aimed at candidates with university qualification (and final-year students in some cases).
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