Master`s Degree in Digital Marketing and Big Data

MODULE 1: FUNDAMENTALS OF MANAGEMENT AND MARKETING

1. Business Administration and Management

   This subject introduces students to the concepts and techniques of business administration and management, as well as to an understanding of the meaning, nature, and scope of managing a company or one of its subsystems. It provides an overview of the company’s functions, processes, and components, and familiarizes students with the language of business and entrepreneurship.

   Application of the administrative process to decision-making.

   Analysis of functional areas and their interrelation across three hierarchical levels to achieve organizational objectives.

   Organizational communication for problem solving, mediation, and idea generation. Sociological and legal perspectives of the company: developing strategies for a healthy environment and ensuring compliance with laws.

   Quantitative methods for decision analysis.

   New trends for decision making.

   Business creation from an innovative approach

2. Marketing

   This subject is aimed at understanding the functioning of marketing and sales in the company, introducing the concepts and techniques of marketing and commercial management, and to understand the meaning, nature and scope of the commercial function.

   Commercial organization, management and direction.

   Brand and product or service management.

   Pricing policy and positioning.

   Marketing and distribution of products or services.

   Marketing, sales and commercial negotiation techniques.

   Commercial analysis and adaptation to market changes.

   E-commerce and web marketing.

   Commercial action plan.

MODULE 2: OFFER ANALYSIS

1. Digital Marketing and e-Commerce

   This subject provides an understanding of the transition from the offline paradigm to the online model. Under these two marketing philosophies, it enables customer identification and management, from customer acquisition to customer loyalty. It presents strategies and models to measure the success of commercial campaigns, especially in the online environment.

   DIGITAL MARKETING: COST-BENEFIT ANALYSIS WITH RESPECT TO TRADITIONAL MARKETING

   CUSTUMER JOURNEY AND DIGITAL MARKETING

   CREATING AWARENESS - VISIBILITY - TO CAPTURE THE CUSTOMER'S ATTENTION

   CONVERSION, SHOPPING EXPERIENCE AND LOYALTY STRATEGIES

   CAMPAIGN ANALYSIS AND KEY METRICS

   PERFORMANCE: DEVELOPMENT OF ONLINE MARKETING STRATEGIES AIMED AT ACHIEVING RESULTS

2. Digital Display Advertising

   This subject highlights the fundamental elements to focus on in the case of commercial and display advertising strategies, undoubtedly one of the foundations of Internet advertising. Promotional developments are contemplated both on web pages and through search engines, always taking into consideration the legal and ethical aspects that must guide such actions.

   SEO and SEM search engine optimization strategies.

   Digital advertising formats and strategies for the development of digital advertising campaigns.

   Methodological systems for measuring the success of digital advertising campaigns.

   Current trends in digital advertising.

   Legal and ethical aspects of digital advertising communication.

3. Social Media Management

   This subject deals with the development, in all its phases, of promotional events on social networks, undoubtedly one of the most powerful platforms in this regard on the Internet. It also takes a look at the strategic direction and operational management of these companies, especially relevant in the online world.

   The main social media platforms.

   Agents involved in social networks.

   Social networks as marketing tools.

   Paid advertising campaigns in social networks.

   The importance of analytics and metrics in social networks.

MODULE 3: CONSUMER ANALYSIS

1. Consumer-Buyer Behavior

   This subject offers a complete and current vision of consumer-buyer behavior in the digital environment, based on an understanding of how the digitalization of technology has influenced people's lifestyles and has generated new habits of consumption, communication and interaction with brands and companies, developing different market segments.

   The influence of the digital environment on consumer behavior.

   The evolution of the consumer and the characteristics of digital consumption.

   The profile of the digital consumer and strategies for managing their behavior.

   Other factors influencing digital consumer behavior.

   Current consumer trends.

2. Online Reputation

   This subject highlights what is probably the most relevant element in online strategy: reputation, the basis of trustworthiness of all commercial activities on the Internet. Likewise, emphasis is placed on their proper management and correct performance, as well as on the solution of possible crises that may arise in this area.

   Evolution of the business model in the digital ecosystem.

   Concept and characteristics of online reputation.

   Factors that determine online reputation and strategies to improve it.

   Tools and techniques for conducting online audits.

   Online reputation crisis management.

MODULE 4: NEW PARADIGMS

1. Mobile Marketing

   This subject introduces the student to the characteristics of the mobile world and consumer behavior in this environment, so that the student is able to plan and execute an efficient mobile marketing plan, choosing the best way to develop commercial and advertising campaigns with the use of apps and appropriate measurement tools.

   The importance of cell phones today.

   The mobile business and the characteristics of its consumer.

   The application of mobile marketing.

   Procedures and techniques for performing mobile analytics.

   Advertising techniques, trends and recent applications most used in the mobile business.

MODULE 5: BIG DATA

1. Big Data Technologies

   The second subject delves into the concept of data science and the analysis of the massive available data generated by digital technologies.

   Introduction to data science.

   Statistical inference and statistical algorithms.

   Business Intelligence.

   Machine Learning definition and concepts.

   Deep Learning.

   Spark, Python and R programming languages. Graphical data interpretation techniques.

   Future of Big Data: ethical and legal dimensions.

2. Big Data Techniques and Practice

   This subject presents the background and theoretical and practical knowledge for the processing of large volumes of data from different sources, to assist in decision making, either for descriptive or predictive purposes.

   Techniques and practices for processing massive databases.

   Statistical tools for descriptive processing and exploratory data analysis.

   Machine learning techniques and model interpretation.

   Platforms for efficient storage of massive databases.

   Tools that allow analytical processing of data.

3. Big Data Applied to Marketing and Communication

   This subject provides a historical review of the evolution of Big Data and presents its various possible applications in marketing and business communication.

   The historical perspective of the birth to the rise of Big Data.

   Applicable uses and metrics of Big Data in marketing and digital communication.

   Data visualization tools.

   Applied representation of data, based on dynamic and interactive visualization of marketing information and communication.

MODULE 6: MASTER'S FINAL PROJECT

The Final Project consists of the elaboration by the student of a research work in the field of Digital Marketing and Big Data, which demonstrates the integration of the knowledge and skills acquired throughout the curriculum.

Note: The content of the academic program may be subject to slight modifications depending on updates or improvements made.