Online Postgraduate Course in Online Marketing for Web and Mobile: SEO, SEM and Analytics


The Online Postgraduate in Online Marketing for Web and Mobile: SEO, SEM and Analytics will provide you with the most up-to-date keys for deciphering digital marketing as well as ensuring the correct organic positioning of your organization, carrying out the digital strategy of your company and undertaking successful online campaigns.

  • Digital marketing
  • SEO
  • SEM

Next edition

Start program: 02 February, 2023

End program: 05 July, 2023





ECTS credits



3820 €

The Online Postgraduate Course in Online Marketing for Web and Mobile: SEO, SEM and Analytics is a program that will specialize you in the advanced operation of the latest digital marketing techniques (SEM), digital strategy, search engine optimization (SEO), digital environments, social networks, ecommerce, 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 consulting firms, 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 digital marketing and analytics tools (especially Google Analytics), to design pay-per-click (SEM) programs, and to ensure the good positioning of your content.

During the master you will prepare yourself for successfully carrying out the digital marketing strategy of companies, and leading the new challenges that this constantly changing market produces.

Why choose this program


Updated contents

Due to the current status of its contents, with the postgraduate course in digital marketing you will deepen your knowledge of Google Analytics, learn to position websites in the main search engines and be up to date with the operation of the spider and the new Google algorithms, among others.


Experts in the classroom

Due to its high degree of personalization and individualization, throughout the master, 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 course and the program.


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.

Who is it for?

The Online Postgraduate Course in Online Marketing for Web and Mobile: SEO, SEM and Analytics is aimed at any university graduate who wishes to specialize in the world of digital marketing and digital information, as well as professionals in marketing, communication, and advertising.

Admission and enrolment


The contents of the Online Postgraduate Course in Online Marketing for Web and Mobile: SEO, SEM, and Analytics are organized around 4 large modules focused on SEO, SEM, web analytics and mobile devices.

At the end of the postgraduate course, all students must complete a Postgraduate Final Project.

Search Engine Optimization (SEO)

Operation of directories and search engines on the Internet
Web positioning: concepts and life cycle
Alternatives to traditional search engines
Search engines for academic uses
The life cycle of a positioning campaign
Critical factors for search engine optimization
Vertical SEO
Optimization of HTML code to improve positioning
Freeware tools to improve search engine rankings
Social Media Optimization
Introduction to Google Analytics
Metadata in the semantic web

Search Engine Marketing (SEM) and Web Monetization

Search Engine Marketing fundamentals
Google Adwords Express
Google AdWords: introduction and registration of a campaign
Insertion of advertising on the website itself: Google AdSense
Campaign tracking and optimization
The Quality Score of AdWords campaigns
Content campaigns
Bing-Yahoo Ads: introduction and registration of a campaign
Micro Segmentation: a key factor for success for any SEM campaign
Introduction to Facebook Ads
Introduction to retargeting
Definition of objectives and calculation of return on investment
Advanced Google AdSense strategies
Optimal characteristics of the landing pages of an AdWords campaign
Web monetization: strategies, design, and execution

Web Analytics

Introduction to Google Analytics
Google Analytics, AdWords, and advanced segments
SEO and web analytics on multilingual websites
Registration in Analytics with integration with WebMaster Tools
Web analytics. Strategic aspects
Landing Pages optimization and methodology
Web analytics in SEO functions. The vision from the company
Web analytics and SEO
Regular expressions for advanced segments

Mobile Devices: Prototyping, Usability, SEO, SEM, and Mobile Analytics

Prototyping applied to mobile devices
Mobile interface design
Testing and evaluation of usability on mobile devices
Digital analytics on mobile devices
Positioning campaigns (SEO) aimed at mobile devices
Search engine marketing campaigns targeting mobile devices
Mobile app programming
Responsive design

Postgraduate Final Project

Postgraduate Final Project

Qualification obtained

Once you have passed the program, you will obtain an electronic degree (e-Título) for the Diploma de Postgrado en Marketing Online para Web y Móvil: SEO, SEM y Analytics issued by the Pompeu Fabra University

The e-Título is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.


The teaching staff on the Postgraduate Course in Online Marketing is made up of more than 40 active professionals in the digital marketing sector with extensive experience, especially in SEO, SEM, and Web Analytics.

Academic directors

Cristòfol Rovira Fontanals
Cristòfol Rovira Fontanals

Associate Professor UPF

Lluís Codina Bonilla
Lluís Codina Bonilla

Associate Professor UPF


Carlos Lopezosa García
Carlos Lopezosa García

Lecturer UPF-BSM


At the UPF Barcelona School of Management we are committed to a flexible and dynamic online model, which aims to place the participant at the centre of the process so that they are the owner of their learning process.

To facilitate day-to-day management and the achievement of your academic goals, the program is structured into subjects, with which you will acquire knowledge, and instrumental and aptitude skills.

All this, while having 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 can combine it 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 provide you with 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 for 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 give feedback to interesting comments.


Streaming sessions with experts

We offer videoconference sessions with the expert teacher or special guests, so that you can ask questions, discuss your learning and connect in real time as if you were all in the same place. In order to be flexible with our courses, we record the sessions so that you can consult them later if you have not been able to connect.


Personalized support

You will have the support of the expert tutor, who will guide you through each didactic unit; the help of the co-ordinator and the program manager for 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.


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

The Postgraduate Course in Digital Marketing brings together professionals from companies around the world, mostly from the area of marketing and sales, although it is also open to experts in other areas and using other business models. After completing the postgraduate course, students will know how to prepare a digital marketing plan, manage payment campaigns, design an online marketing strategy for different companies and business models, and improve the organic positioning of their website.

Student profile

The postgraduate course attracts university graduates, preferably in the field of Journalism, Audiovisual Communication, Advertising and Public Relations, and Library and Information Science, with some professional experience in the area of marketing and those who want to specialize in organic positioning (SEO) or managing their organization's online marketing campaigns (SEM).


Average age


Average number of years of professional experience


International students

Career opportunities

The postgraduate course will give you a joint vision of digital marketing while you specialize in the use of web analysis tools to make the best decisions for your organization. With a practical vision, you can improve the positioning of your website in search engines as well as design the digital marketing plan, and manage the best digital strategies in paid campaigns.

  • Digital Marketing Department of any multinational
  • SEO and SEM consultant for external companies
  • Director of Digital Marketing in Start-ups
  • Data analyst to optimize digital marketing campaigns for your own company or an external company

Admission and enrolment

Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.

Who can apply?

You will need a university degree to be able to apply.

Other candidates without the required university degree may take part in the selection process by virtue of their academic or professional merits and the place of work they occupy.

How to apply?

To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.

Application for admission

Complete your application within the next admission rounds:

RoundApplication deadlineAdmission resolution

Applications for admission will be evaluated when you complete the following steps:

  • Complete the online admission form.
  • Pay the €120 admission fee. This amount will be returned if you are not admitted.
  • Send the following documents through the online platform e-registrar:
    • Presentation letter or video
    • CV
    • Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
    • Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
    • Scanned copy of ID Card or Passport
    • Passport-size photo (jpg format)

Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.


  • The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
  • You will be notified of the admission decision in writing.


  • Registration must be paid within a 15 days after the admission.
  • Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
    • Stamped and/or authenticated photocopy of your university degree.
  • If you have a foreign degree you may need to submit additional documents.
  • Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
  • If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 2387.
  • The remaining tuition fees must be paid 2 weeks before the start of the course.

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.

Grants and discounts


Financing simulator

You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.

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. 

Online Postgraduate Course in Online Marketing for Web and Mobile: SEO, SEM and Analytics