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Online Master in Search Engines: Online Marketing, Positioning, Community Manager and Content Curator

Máster Universitario Online en Buscadores: Marketing Online, Posicionamiento y Community Manager

Online Master in Search Engines: Online Marketing, Positioning, Community Manager and Content Curator

UPF-BSMMastersOnline Master in Search Engines: Online Marketing, Positioning and Community Manager

With the Master in Search Engines you will learn the ins and outs of the internet and become a specialist in the operation of search engines such as Google to ensure the good positioning of the contents of your website.

Social mediaSEOSEM


Find out all the details of the program from the academic management
Date: Wednesday, October 4, 2023Time: 16:00hLocation: OnlineLanguage: Spanish
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Next edition
Classes start15 November, 2023
Program ends05 July, 2024 (To be confirmed)
ECTS credits60
Price7500 €

The Online Master in Search Engines: Online Marketing, Positioning and Community Manager is a program that specializes you in advanced functioning in the latest digital marketing techniques (SEM), search engine optimization (SEO), social networks, web analytics and mobile devices with the aim of becoming a professional in this area of ​​digital marketing.

Taught by professionals from different multinationals and consultancies, you will learn how to get the most out of search engines in the context of social networks, SEO and SEM. Through a practical approach, you will learn to use different analysis tools (especially Google Analytics), to design pay-per-click (SEM) programs, to ensure the good positioning of your content and to create efficient content marketing campaigns.

During the master you will prepare to successfully carry out any digital marketing strategy and lead the new challenges that this constantly changing market provides. 

The Online Master in Search Engines is endorsed by Pompeu Fabra University, the 1st Spanish university and the 15th best university in the world (of those with less than 50 years), according to the Times Higher Education ranking. In addition, UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally.

Why choose this program


Updated Contents

Due to its up-to-date content, you will enhance your knowledge of Google Analytics, learn to position websites in the main search engines and be up to speed on the functioning of spiders and the new Google algorithms, among others.


Experts in the classroom

Due to its high degree of personalization and individualization, teachers and tutors who are experts in digital marketing will respond to any type of query you may have related to the content of the program throughout the master's degree.


Specialization webinars

Every week you will have live webinars by active professionals in the sector who will explain the new trends in SEO and SEM and how they experience them in their companies.


Real project

The Final Project will consist of the creation of a website and its subsequent organic positioning through the creation of social profiles, CPC campaigns, etc. With periodic presentations, the master's project will allow you to apply everything you learned in class to your website in order to lead the SEO and SEM development of your company.

Who is it for?

The Online Master in Search Engines is aimed at graduates in advertising and public relations, social sciences or graduates from technical careers who wish to specialize in the world of online marketing through a practical approach. It can also be taken by professionals in positioning, online marketing, and technological surveillance and competitive intelligence who want to update their knowledge.


UPF Barcelona School of Management is the management school of Pompeu Fabra University, the 1st Ibero-American university and the 16th placed university in the world, among those under 50 years of age, according to the Times Higher Education ranking. 

UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally, and places itself among the top business schools in the world.

The  Online Master in Search Engines: Online Marketing, Positioning and Community Manager is an official master's degree and has the academic recognition of the Ministry of Education of the Government of Spain. The Quality Agency of the University System of Catalonia (AQU) has also institutionally accredited UPF-BSM. This accreditation certifies all the official master's degrees that we teach and recognizes the quality of our educational model in accordance with the criteria of the European Higher Education Area (EHEA).



The program is structured in two main modules and the module of the Master's Final Project. The subjects are organized so that the student begins with basic web technology and moves up to the new SEO trends.

Carrying out an internship can be used to substitute one subject of the two electives. The centres for undertaking the internships are proposed by the students, and the UPF Barcelona School of Management evaluates their suitability. Participants who have and prove at least two years of experience in the field of the master's degree may be exempt from taking the credits corresponding to internships.

Compulsory subjects

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Elective subjects

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About elective subjects:

Elective courses will be offered if a minimum number of students are enrolled. The final offer for each academic year may be adapted according to academic planning. 

Master's Final Project

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Note on the Curriculum

The information contained in these pages is for information purposes only and may be subject to change in the adaptation of each academic year. The definitive guide will be available to students in the virtual space before the start of each subject.

Complementary activities

The Online Master in Search Engines: Online Marketing, Positioning and Community Manager also includes the possibility of participating in practical activities and activities for personal and professional growth such as:

  • UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.

Qualification obtained

Once students have completed the course they will obtain the Màster Universitari en Informació Digital. Especialitat en Cercadors: Màrqueting Online (SEM) i Posicionament web (SEO) - Máster Universitario en Información Digital. Especialidad en Buscadores: Marketing Online (SEM) y Posicionamiento web (SEO), awarded by Pompeu Fabra University.

Issuance of official Master's Degrees: The amount stipulated in the DOGC (Official Gazette of the Government of Catalonia) must be paid for the rights to issue the title. This rate varies annually and the rate in force at the time of application for the degree will be applied.


The teaching staff of the Master in Search Engines is made up of more than 40 professionals in the digital marketing sector who are active with extensive experience, especially in SEO, SEM, and Social Media.

Academic directors


  • Abraham Covelo, eDreams
  • Alejandro L,pez, PGRMT
  • Aleyda Solíss, Consultor
  • Antonio Gimeno, Marketing Content
  • Carles Sanabre, IdeaRed Solutions
  • Carlos Gonzalo, Independent Consultor
  • Carlos Lopezosa, Independent Consultor
  • Carlos Mart,n Lebr,n, Antena 3
  • Carlota Royo, Calzedonia Group
  • Chema L,pez Espejo, Independent Consultor
  • Cristina Muriel Gairnn, Independent Consultor
  • Christopher Rovira, Pompeu Fabra University
  • Daniel Pinillos, Independent Consultor
  • Daniel Plana, Strategic Mobile Consulting
  • David Boronat, Multiply
  • David Cerddà, Seomar
  • David Maniega, CTO of ICALia
  • Eduard Fornieles, RACC
  • Eduardo Fernández, Consultor in Marketing Digital
  • Eva Moya, Freelance Web Reactor
  • Eva Sanagust,n, S21sec
  • Felipe Maggi, Metriplia S.L. Fernando Gavarrónn, Metriplicate
  • Fernando Maci,, Human Level Communications
  • Fernando Rivera
  • Frederic Guerrero, Pompeu Fabra University
  • Guiomar Conzález, undefined
  • Ignacio Pastor, UX Engineer in SAGE
  • Jaume Batlle, Independent Consultor
  • Javier D,az-Noc,, Pompeu Fabra University
  • Javier Guallar, University of Barcelona
  • Javier Leiva, Freelance Consultor
  • Jordi Serrano, Polytechnic University of Catalonia
  • Jorge González, Adrenalina
  • José Facchin, Marketing Digital Consultant
  • Juan Merodio, Group Elles
  • Julián Marquina-Arenas, Baratz
  • Karina Ibarra, Arquinauta Consulting
  • Laura Marino, HikeProject
  • Llu,s Codina, Pompeu Fabra University
  • Magali Bentetez, Polyedric
  • Manuel Mart,nez, Corporate Security Consultant
  • Manuela Battaglini, Repavar and Protextreme
  • Miquel Mark, User Engagement
  • Miguel Pascual, Interdigital
  • MJ Cachon, SISTRIX
  • Montserrat Pe,arroya, Gea Internet Project Consulting
  • Nacho Mascort, Tesubi Online Marketing Agency
  • Natalia Sampériz, Semmantica
  • Natzir Turrado, Independent Consultor
  • Noelia Leiro, Mobile Marketing Consultor
  • Oriol Farré, I-Interactive
  • Patricia Russo, Official College of Library and Documentaries of Catalonia
  • Pere Rovira, Group Elisa Interactive
  • Ricardo Balart, Search Engine Marketing Specialist
  •  Ricardo Pozzobon, University of the Andes
  • Rodrigo Mantillán, Gipande Digital Agency
  • Rubén Alcaraz, Ateneu Barcelononèss
  • Rubén Llames, Consultor
  • Slava Maiorko, SEMRush
  • Sonia Ortiz, BuscosEO
  • Toni González Pacanowski, Inline Prestigia
  • Xavier Castellnou, Marketing Digital Marketing Director and Commercial in Coptering
  • Costalex Costa, I-interactive


At the UPF Barcelona School of Management we are committed to a flexible and dynamic online model, whose aim is to place you as a participant at the centre of the process allowing you to be the owner of the development of your learning.

In order to facilitate your day-to-day management and the achievement of academic objectives, you will have 24/7 access to the virtual environment so that you can organize your study without schedules and at your own pace.

In this way, you will acquire knowledge, and instrumental and aptitude competencies combining training with your work and personal life, making the most of the time you have for it. 


Interactive teaching materials

Various materials and formats will make your experience more motivating: videos, case studies, content maps and downloadable resources. Designed and updated periodically by professionals and experts in the field, they put at your disposal the latest knowledge, skills, and tools to take your career to the next level.


Active and collaborative learning

Participation and discussion with your classmates and teachers are essential to the collaborative learning process. We will provide you with various tools such as the Discussion Forum, where you can propose new topics for debate, comment on and answer questions presented by the teacher or respond to interesting comments.


Streaming sessions with experts

Through videoconference sessions with the expert teacher or special guests, you will be able to ask questions, discuss your learning and connect in real time as if you were all in the same place. To ensure the flexibility of the training, we record the sessions so that you can refer to them if you have not been able to connect.


Personalized help

You will have the support of the expert tutor, who will guide you through each didactic unit; the help of the coordinator and the program manager in the delivery of activities, qualifications, management of procedures or access to services, and the guidance of the career advisor in the improvement of your personal brand and the search for professional opportunities.



Throughout the program, you will develop your final project and, to help with this, you will be assigned an expert mentor on the subject, who will be in charge of advising you and supervising its development until the presentation and final defence.


The activities and evaluation dates of each of the subjects in the program will be detailed at the beginning of the course.

The evaluative tests of the program will be established and corrected under the quality criteria required in all UPF Barcelona School of Management programs, which guarantee their academic value and recognition.

The evaluation of the program will be carried out online on the basis of:

  •  Resolution of practical cases oriented to business reality
  •  Knowledge tests for each subject
  •  Proactive participation in forums and debates
  •  Production and presentation of a final project


  • Google Search Console Tools
  • Google Drive
  • Tom's Planner
  • Gliffy
  • MockFlow
  • Figma
  • Marvel
  • Pop
  • Miro
  • Notion
  • ClickUp
  • Venngage

Professional Future

Being an official program and with the convenience of being taught online, the master brings together professionals from all over the world, mostly from the area of marketing and sales, although it is also open to experts in other areas. After completing the master's degree, participants will have a comprehensive and overall vision, as it includes the main qualities of a master's degree in SEO and SEM, a master's degree in online marketing, and a master's degree in community manager.

Student profile

The master's degree is made up of university graduates preferably in the field of Journalism, Audiovisual Communication, Advertising and Public Relations, and Library Science and Documentation with some professional experience in the area of marketing and who want to specialize in organic positioning (SEO ) or manage online marketing campaigns (SEM) in their organizations.


Average age


Average number of years of professional experience


International students

Career opportunities

The Online Master's Degree in Search Engines will give you a joint vision of the world of SEO while you specialize in the use of web analysis tools to make the best decisions for your organization. With a practical vision, you will be able to improve the positioning of your website, both in search engines and on social networks, and analyse the ROI of any SEM campaign.

An internship can be used in place of one of the subjects of the two electives. The centres for the internships are proposed by the students, and the UPF Barcelona School of Management evaluates their suitability. Participants who have and prove at least two years of experience in the field of the master's degree may be exempt from taking the credits corresponding to internships.

  • 'Digital Marketing Department of any multinational.
  •  SEO and SEM consultant for external companies.
  •  Director of Digital Marketing in startups.
  •  Creator of your own business in web sales.
  •  Data analyst to optimize MKT Digital campaigns for your own company or an external company.

Grants, scholarships and financing


The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.

Merit Based Scholarship

Apply for our Merit Based Scholarship, awarded to those who prove they have talent and motivation.

Learn more

Grants and discounts

Alumni discounts

If you are a member of our alumni associations or of one of our partner universities, we offer you a series of applicable discounts on the amount of tuition for your program.

Learn more

UPF Employee Discounts

If you are a member or family member of an employee of the UPF group or belonged to the collaborating institutions of the UPF Barcelona School of Management, you can enjoy a series of applicable discounts on the tuition fees for your program.

Learn more

UPF Partner Latinoamerican Universities Discount

If you are alumni of one of our Partner Universities, you are entitled to a discount of 10% on the UPF Barcelona School of Management Masters and postgraduate program tuition fees (those programs with more than 15 credits).

*Discount not compatible with other scholarships, discounts and reductions.

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External financial aid

A large number of external entities and institutions offer financial aid options to students who want to enrol on one of our master programs and postgraduate courses.


    Learn more

    UPF Partner Universities Discount

    Check if the university where you took your undergraduate studies is a UPF partner university and obtain a 10% discount on your master's tuition fees. 

    *Discount not compatible with other scholarships, discounts and reductions.

    Learn more


    Financing simulator

    You can choose how to finance your studies by consulting our simulator.

    Go to the simulator

    Collaborating entities

    In addition, we collaborate with various entities which provide study loans on favorable terms. For more information you can contact any of the following links. 

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