Master in Digital Marketing

Program curriculum and final degree

Program Curriculum

Subject 1: FUNDAMENTALS OF RELATIONSHIP MARKETING AND BRAND STRATEGY

Workshop: defining the structure of a DRM plan

Workshop: producing a project SWOT analysis

Workshop: production of the project buyer persona

Workshop: value proposition and brand strategy platform

Introduction to content management and planning

Differential marketing

Customer-brand relationship cycle. Gap prioritisation

Workshop: production of the project customer journey

 Subject 2: DATA MANAGEMENT & ANALYTICS

Data types: 1st, 2nd & 3rd party data

Qualification strategies: necessary data and how to obtain them

Enriching profiles with 2nd and 3rd party data

CRM management platforms

Measurement strategy

Web tracking analysis

Conversation tracking

CRO: Conversion rate optimization

Legislative framework: GDPR

Subject 3: ACQUISITION AND LOYALTY STRATEGIES

Key elements of an acquisition strategy

The offer: basic and optional ingredients

Growth hacking

Key elements of a loyalty plan

Sales strategies: upselling, cross-selling and MGM

Strategies for retention and winning back former customers

Customer Lifetime Value (LTV) and Customer Total Value (CTV)

Calculation of acquisition ROI

Calculation of loyalty ROI

Subject 4: MANAGEMENT OF OWN CHANNELS

Introduction to digital channels: owned/paid/earned

Architecture and multiscreen usability, UX, UI

Mobile marketing: the mobile phone as a CRM tool. Apps

E-mailing channel management

Organic positioning (SEO)

Social network strategy planning

Social network tactics and content strategy

Brand reputation: credibility with KOLs and crisis management

Relationship marketing on social networks

Community management

Subject 5: ONLINE MEDIA PLANNING

Creating your own point of sale

Creating a point of sale in a marketplace

The dynamics of e-buyers

New business models

E-commerce company tour

 

Subject 6: E-COMMERCE

SEM campaign planning

Producing a digital benchmark

Workshop: Google Ads

Online media planning

Workshop: production of the product launch campaign brief

Behavioural economics: the levers of human motivation

 

Subject 7: ECONOMIC PLANNING AND FINDING FINANCING

Introduction to tech basics for marketers 

Basic concepts of web and app infrastructure and programming 

Data and analysis: infrastructure, tools and programming 

SEO, communication and marketing automation

Communication and Adtech: technological aspects of the advertising ecosystem

MarTech conference: geolocation, VR/AR

MarTech conference: conversational interfaces, AI

MarTech conference: Interactive TV

MarTech conference: 5G, Internet of Things

Subject 8 (cross-subject): DIGITAL SKILLS AND PROFESSIONAL COMPETENCIES

Immersion+

Digital skills maps and continuous learning

From self-management of digital identity to Personal Brand

Digital project management

Digital professions

Digital transformation and organizational models

Emotional intelligence

Interpersonal communication

Leadership

Workshop: teambuilding session (outdoor)

Subject 9 (cross-subject): DEFINITION, SUPERVISION AND PRODUCTION OF THE THESIS

Individual projects: selection criteria, milestones, assessment. Business idea inspiration

Business model. Income model

Workshop: prototyping and Minimum Viable Product (MVP).

Individual project definition

Workshops: Financial Plan - thesis

Monthly supervision milestones

Defence of the thesis

COACHING SESSIONS 

The program participants will have at least one personalized coaching session with one of the academic directors of the master's degree.

 

Module: UPF Barcelona School of Management Inside

This module deals with three key skills that future professionals need in order to achieve success in any area, and to quickly and efficiently respond to the constant challenges that emerge in business. The subjects coincide with UPF Barcelona School of Management's key identifying features: analytical capacity, communication and social purpose.

  • Evidence-based management: This subject brings us closer to professional decision making through prudent, clear and precise data analysis. Real life, relevant examples give students an opportunity to discover the manifold opportunities that big data can provide to different professional sectors.
  • Storytelling : In this subject we develop the functions and mechanisms of audiovisual narrative (storytelling) and we apply them to professional communication. We tackle issues such as how to create communications that make an impact (on a personal, project and corporate level) as well as interpersonal communication and team motivation. The goal is to help professionals transmit any idea successfully, with creativity and energy.
  • Ethics and sustainability: Professionals in all sectors have to deal with issues relating to ethics and sustainability throughout their working lives. In this subject, we focus on identifying, analysing and effectively responding to these questions.

 

INDIVIDUAL PROJECTS

Students' individual projects will be developed throughout the course; based on individual work, class development sessions and presentations to the class. In addition, there will be individual sessions with a mentor, a comparison of projects from students of other masters and a final presentation of the project.

COACHING SESSIONS

Students will have at least one personalized coaching session with one of the master's academic directors.

 

*The information contained herein may be subject to changes.

Final Degree

Master in Digital Marketing Management, issued by the Universidad Pompeu Fabra. To obtain the qualification it is essential to attend class and complete the individual exercises throughout the course. The individual thesis should also be presented satisfactorily.

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