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Master en Digital Marketing

The knowledge you need to become an all-around digital marketing professional

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360 horas

Más que profesores, cuentas con profesionales con cargos de alto impacto en empresas multinacionales, por lo que, más allá de lo académico comparten contigo sus experiencias profesionales, los obstáculos a los que se enfrentan y cómo superan los problemas del día a día, aportándote así una visión mucho más real y pragmática para poder aplicar lo aprendido.

Diana Khanan
Master in Digital Marketing

The Master in Digital Marketing is an innovative, academically sound, practice-driven, and digital marketing-focused programme, reflecting the current challenges of the marketplace.The main objective of the MDM is to help and support students to make the transition into strategic management, in the area of digital marketing in particular. By completing the MDM, participants will gain the key skills and knowledge to evaluate, manage, and implement digital marketing strategies while strengthening their ability to face and solve complex challenges in an increasingly globalised/digitalised marketing environment.

It offers two unique options to strengthen the participants’ professional development. Students may choose between one of the following to complement their professional development:

• The International Business Experience in London or China
• The Professional Graduate Studies Diploma

In this context, the programme has embedded in its curriculum a clear international approach enriched with the latest trends and developments in digital marketing; two pillars that represent the foundations for tomorrow’s marketing leaders.

The MDM was launched over six years ago, it was one of the first postgraduate programmes on digital marketing in Europe; during these years graduates have become leaders delivering value in different companies in Spain and abroad.

  • Understand and master core concepts and methods in the digital marketing discipline and their application in business practice
  • Upgrade your knowledge in SEO, SEM, Inbound Marketing, Marketing Automation, Programmatic and all key techniques in digital marketing
  • Function effectively in diverse contexts
  • Frame business activities and decisions in ethical and human values
  • Communicate effectively in business and other settings
  • Heads of advertising and communication
  • Online marketing managers
  • Community managers and Online reputation managers
  • Marketing managers and Product managers
  • Heads of technology
  • Heads of Internet and electronic commerce
  • Business development professionals
  • Agency professionals and interactive consultants
  • Relationship marketing professionals
  • Heads of SMEs
2 convocatorias disponibles
Horario y esfuerzo
Monday to Thursday, 19:00-22:00 / Occasionally Fridays and Saturdays
3 días
Próxima convocatoria
Septiembre 2019
Desde el 27/09/2019
Hasta el 30/09/2020
1.000 €
Resto del curso
19.900 €
de descuento si pagas al contado
Más información
Horario y esfuerzo
Monday to Thursday, 19:00-22:00
9 meses
Próxima convocatoria
Octubre 2019
Desde el 01/10/2019
Hasta el 01/07/2020
1.000 €
Resto del curso
13.300 €
de descuento si pagas al contado
Más información

Estructura del curso

Design and creation of a Digital Marketing Plan in a business strategy within a company

• Marketing and Digital Advertising evolution
• Competitive Strategies in a growing digital environment, unipersonal and global
• Relationship value chain: advertiser, agencies, media centers, digital media.
• Tendencies in the Digital Market
• Differences between digital and traditional advertising
• Segmentation and definition of the online target
• Main tools in digital communication
• Creation of a communication and promotion online plan
• Digital Market metrics
• Key Success factors for a good digital strategy
• How to develop a briefing


Return On Investment Analysis in a Digital Marketing Plan

• Internet business models
• ROI on the Internet: foundations and general matters
• Practical lesson with free ROI calculator at the end of the exercise
• Deposit calculation methods on the internet
• Cost optimization calculation methods on the internet
• Cost calculations on the internet
• Investment calculations on the internet
• Risk Premium TIR, VAN and Payback
• Practical calculation examples of ROI shares


Digital customer journey and purchasing behaviour model

• Purchasing behavior model.
• The digital customer.
• Customers? digital behaviour, global and local.
• Social Networks.
• Customer centricity.
• Strategic diagnosis of the customer centric status of an organisation.
• Hands on: customer journey map.
• The organizational impact of the customer transformation.


Fundamentals of customer analysis and segmentation

• Fundamentals of creating a marketing database
• Main techniques for customer analysis and segmentation
• Which technique to apply according to marketing objectives
• How to analyse and interpret data
• Profiling and scoring of clients and prospects
• Identification of explanatory variables


Basic consumer behaviour, technological trends and their impact on consumers

• Basic consumer behaviour.
• Motivations and actions of customers: global and local.
• Consumer attitudes and fundamental motives.
• Technology-Driven Consumer Behavior.
• The evolution of technologies.
• Technologies that have impacted or will impact customers and businesses.
• Human side of technology.
• Sources of consumers? behaviour change.
• Digital technology trends across countries.
• Digital profiles across cultures.
• Digital maturity, and its impact on business strategy.
• Global examples of digital behaviour and business opportunities


Digital planning and management of customer relationship

• Customers and their digital interactions across countries.
• Customer behaviour understanding.
• Customer relationships planning across channels and countries.
• The role of Customer Relationship Management (CRM) and Customer Experience Management (CEM) in corporate marketing.
• CRM & CEM strategy and differentiation.
• Key concepts and applications of CRM.
• Analytical, operational and collaborative CRM.
• Key considerations in a CRM program.
• Customer Success Platforms.
• Key CRM solutions & tools.


Management and Development of digital projects

• Main aspects and premises to approach a digital project successfully
• Phases of a digital project and the keys to manage each phase: profiles involved, tasks to develop, outputs and enabling tools: Project definition and proposal phase, Creation phase, Production phase, Launch and
evolutionary maintenance phase


Web usability and mobile web

• A key concept for the success of a website: usability and user experience
• Definition and attributes
• Usability and ROI
• How to create successful websites (user-centred design): analysis and requirements
• User research techniques (benchmarking, interviews, surveys, etc)
• Information architecture (cardsorting, organisation criteria, etc)
• Prototyping (wireframes)
• Evaluation and testing techniques (usability test)
• Usability in mobile websites


Search Engine Optimization Funtamentals

• Search tools
• Browser performance
• What can be done in order for browsers to index us for the first time?
• What can be done in order NOT to be indexed by browsers?
• Web Page Optimization
• Planning and building a strategy for an optimum positioning
• Google positioning: Popularity Concept (PageRank), Relevance
• Positioning in other main browsers
• How to avoid techniques that are penalized by browsers
• Studies on the positioning of results in browsers


SEO keyword research

• SEO Methodology
• Research and planning for a SEO project
• Challenges of multi-language SEO and how to tackle them efficiently
• SEO keyword research: keyword matrix, keyword allocation and gap analysis
• Types of keywords: information, transactional and reputational
• The Long Tail theory applied to SEO keywords.
• Main keyword research tools and how to use them
• Differences between desktop and mobile keywords


SEO Copywriting

• Working with keywords
• Writing titles for each of the pages
• Efficient writing for browsers and clients: combine writing for usability with writing for SEO


OFF-PAGE SEO: Link building and SEO campaign performance analysis & optimization

• Link building campaign
• Link acquisition velocity and anchor text distribution
• Nofollow links vs. dofollow links
• Determine the value of a link through link quality metrics
• Main link sources available
• Optimisation of existing links
• Analysis of competitors link profile
• Structured and non-structured citations
• Topical areas to gain SEO authority and trust through links
• Content marketing strategy for link building in international contexts
• Main Key Performance Indicators in SEO: rankings, traffic quality and traffic performance
• Measures and SEO KPIs


Mobile Apps & ASO

• Index
• Mobile evolution
• Reasons to be Mobile
• B2B/ B2C/ Users: benefits for all
• Monetization key elements
• ASO Best practices
• How to promote your app in the markets
• Mobile E-commerce: how to drive business and conversion Rate
• Mobile users? lifetime value- how to drive opportunities
• Mobile apps business models
• The future?


Web Analytics: how to measure and optimise the critical processes of a website (+mobile analytics)

• Web analytics overview.
• Key Performance Indicators.
• Tool types.
• Google Analytics: What does GA offer?, Site overlay, Internal site searches, Goals and redirects, Event tracking, External campaign tracking., E-Commerce tracking.
• Website optimizer: A/B Testing, Multivariate Testing, Advanced Segmentation


Search Engine Marketing (SEM): fundamentals, options and key points of a SEM strategy

• Objective of a search engine
• Basic SEM terminology
• SEO vs SEM
• How Google calculates the ranking of adverts for Google AdWords
• Options in Google AdWords
• Characteristics and components of a Google AdWords account
• SEM strategy, definition of key points


Development and Application of SEM Strategy

• Definition of objectives and KPIS in SEM. Conversions.
• Visualisation of Campaigns and Results: Level of Campaigns, Groups of Adverts, Keywords and Copys.
• Actions and Type of Strategy in Mobile linked to SEM.
• Tools and Applications for the Search and Display Network.
• Different Strategies in the Display Network.
• Advanced Practical Case: Considering the Architecture of a SEM Campaign


Advanced options for the management and optimisation of Google AdWords campaigns. Report analysis and innovations

• Settings of AdWords? experiments
• Automations: Budget programming, ads, stop ads and key words, change bets? offers in key words, send emails to notify when the Budget is about to be used up, etc.
• Management of different AdWords accounts: MCC
• Segments
• AdWords conversion measurement: Conversion tracking vs Google Analytics
• Other advanced options: customization of report columns, control of keywords vs keywords competitors, control of keywords variations, numbers for redirecting phone calls, etc.
• Reports and dimensions
• News


Adwords Editors VS Google Adwords: differences between interfaces and implementation of campaigns

• Differences between AdWords & AdWords Editor's interface
• Creating campaigns, Ad groups, keywords, landings and modifying AdWords' interface
• AdWords' interface


Advanced strategic configurations of Google AdWords campaigns and other SEM actors

• Advanced geographic orientation configurations
• Online video campaigns
• "Only call" campaigns
• Advantages of shared libraries: adverts, remarketing, offer strategies, budgets, negative keywords and location exclusions in a campaign
• Other PPC actors: Bing Ads & Yahoo, Gmail Ads, Premium Audience Network


E-mail Marketing

• Email marketing: Uses and main applications
• The role of e-mail marketing in the media digital mix.
• Permission Marketing: the permission and how to obtain it.
• Lists and internal databases:
• External lists ?opt-in?, costs and optimum hiring.
• Different email formats and their uses.
• The most important elements in an email.
• Email marketing integration with the landing page.
• Tools for massive sending and how to use them.
• How to get your emails to pass the spam filters (and how to make them worthy of it).
• Email marketing planning, recruitment and management.
• How to integrate email marketing in the contact plan.
• Analysis and measuring essential results for email marketing.
• How to develop a complete email marketing plan


Affiliate Marketing

• Identification of related networks.
• Adaptation of your communication to similar networks.
• Co-marketing initiatives: email, web presence, advertising?
• How to generate a database thanks to Affiliate Marketing.
• Main metrics in affiliate marketing.
• Planning and deal negotiation.


Inbound Marketing & Branded Content

• Purchase cycle
• Inbound marketing as an innovation in marketing: introduction to methodology
• Relationship between purchase cycle, blog and web page
• Frequency of publication vs traffic acquisition
• How to optimise a web page and onpage blog? Map of internal links
• Dissemination of content
• Conversions in inbound marketing
• What are lead nurturing and lead scoring?
• Analytics and KPIs in Inbound Marketing


Empowering Creative Thinking

• Stimulation of lateral thinking, by way of an imaginative and creative approach to making ideas happen, thinking strategically, solving problems, developing at the same time abilities and skills to encounter new
• Expand communication abilities. Self and collective understanding. Tell a story, connect with others and listen.
• Develop team skills, working, with each other strength and weaknesses, by collaborating more effectively toward a common goal. Building trust within teams


Design and planning of a social media strategy

• Resources and structure to launch a project: roles and working models (internal/outsourcing)
• Social media marketing plan
• The keys of a good digital strategy in social media
• Definition of types of project based on corporate and business objectives
• Planning methodology: POST method (Forrester)
• Phases and hands on lab: generating a strategic map of objectives
• Establishing objectives, KPIs and measurement
• Work processes: monitoring, content planning and logistics, reporting.
• Budget items


Social networks applied to corporate communication: ORM & Social Listening

• The scope of Corporate Communications & reputation: key concepts and digital influence
• The Six Rules of Online Reputation Management
• How to manage the online reputation
• Crisis management in social media


Planning of Social Ads' campaigns in FB + Instagram and Twitter

• Facebook & Instagram Ads:

o Business Manager (BM) and Power Editor.
o How to structure your campaign
o Public, conversion pixel and product catalogue...
o Objectives, locations and advertising formats
o Budget, control and measurement of campaigns in BM
o Practice: Creation of campaigns and an example of planning

• Twitter Ads:

o Twitter Ads manager.
o Objectives, locations and advertising formats
o Personalized audiences
o Types of bids and Budgets
o Control and measurement of campaigns in Twitter.
o Practice: Creation of campaigns and an example of planning


Trends and Innovation in Social Media: Pinterest, Snapchat, Spoty & WhatsApp

• Snapchat ? the pioneer in Millenial winning formats copied by all other platforms
• Virtual reality, the rise of mobile
• Pinterest & role in driving traffic and ecommerce
• Emerging media
• Generation Z: the biggest user generated content producer in history
• Challenges to move forward in the new social media landscape
• Advertising in Snapchat and Pinterest (segmentation options, formats, ...)
• Best practices & examples of campaigns



• FanPages and strategic use of Facebook in a marketing plan
• Frequent errors and best practices
• Algorithm and KPIs in Facebook
• What are Apps and what are they used for
• Promotions (regulations and examples of successes and mistakes) and offers
• Advertising: formats, options, segmentation and reports and measurement of campaigns



• The rise of visual content in social networks: visual marketing
• How to use and integrate them into the social media plan
• Storytelling: from the upper funnel to the bottom funnel
• How to generate engagement and sales through visual networks
• Marketing on Instagram: how to run promotions and engage users
• Marketing on Pinterest: how to run promotions and enhance e-commerce
• Snapchat and Vine: linking a brand to tomorrow´s users
• Frequent errors and best practices
• External tools to manage and monitor these platforms


Twitter: Strategy and application

• Anatomy and jargon
• How to open an optimised Twitter account
• Recommendations and tips: how to develop content, write effective tweets, create hashtags, etc
• How to obtain followers, how to identify influencers
• External tools to publish, manage and monitor content
• Synchronising content: which platforms and when
• Advertising formats in Twitter and examples of campaigns
• The most relevant KPIs in Twitter and how to analyse results
• Integration of Twitter and blogs.



• How to use LinkedIn for professionals, freelancers, SMEs and businesses.
• Personal profiles: how to optimise a CV online, keywords in a personal tag to appear in head-hunter and company searches.
• How to establish a personal brand, how to seek employment and how to promote networking.
• Groups and company pages (best practices and examples).
• B2B and B2C uses and applications.
• Specific strategies by objectives.
• Advertising in LinkedIn and use of LinkedIn to disseminate content


Youtube and video strategies

• Importance of audio visual communication
• How to develop a media plan on YouTube
• Virality factors
• Advertising formats: from True View to integration with e-commerce
• Corporate channels
• Generating content distribution lists
• Video marketing tools: Tubemogul, Unruly, etc
• Case studies



• Current landscape of the blogosphere, in an international context
• Differences between different types of blogs and strategies for each of them
• Selecting a platform: strong and weak points of current options
• Optimisation of blogs and content in search engines
• How to publish and promote a blog
• Tips to write content and generate engagement
• How and what to measure to evaluate results
• How to integrate with social media and divulge content


Strategy and Media planning (included in Mobile)

• Main actors in the online advertising market.
• Sources of information in digital media
• Media planning and payment
• Main planning tools.
• Segmentation by behaviour: behavioural marketing, retargeting
• Real Time Biding (RTB)
• Operation of programmatic advertising
• Attribution models.
• Planning integrated digital campaigns: how to obtain the maximum ROI.
• Negotiating and purchasing campaigns.
• Advertising investment dashboard.


Metrics and analysis of results of investment in digital media

• Adservers. Functionality and types.
• Trafficking. Concepts.
• Campaign follow up. Traditional metrics.
• Other metrics to consider:
• Digital GRPs
• CrossMedia
• Interactions: Amount, time and cost per engagement



• Media, formats and supports.
• Technologies and techniques to attract consumers
• Tools and metrics
• Performance strategy applied to display
• Branding strategy applied to display
• Display in mobile.


Programmatic purchase

• Basic concepts: What is programmatic purchase vs RTB
• Advantages of programmatic purchashing and main performers
• History of programmatic and when to use it
• Whats is a DSP (Demand Side Platform)?
• How does a DSP work?
• Trading Desks, conversion and audience Pixel
• Brand Safe and White & Black Lists


Legal aspects of digital marketing, advertising and content

• The legal framework for a Digital Marketing Campaign
• Application of the Law on Data Protection (LOPD) and the Law on Information Society Services (LSSI)
• Sector regulations on certain products: tobacco, alcohol, medication, food, cosmetics, cars, gambling and toys.
• Women and minors in advertising.
• Self-regulation: codes of conduct, codes of ethics and sector codes.
• Intellectual and industrial property of contents.
• Rights to honour, privacy and personal image in advertising


Main techniques used to create and optimise Landing Pages

• A landing page is NOT a web page.
• How to select between “squeeze pages”, “Long landing” pages?, ?microsites? or none of them.
• The “pigsty” of landings pages.
• Structure and elements to motivate a response.
• Copy & Art in a landing page.
• The raw material: prior analysis. Analytics and more.
• The A/B split test: how to find a winning horse.
• Why do they leave? Research tools.
• Multivariate tests: polishing the winner


Creativity in Copywriting and Art

• AIDA in the online environment.
• Composing headlines for AdWords ads, an email subject, a banner, etc.
• How to persuade through 6 psychological principles.
• Creating offers that promote clicking and check-out.
• Eliminating fear and laziness: guarantees and accelerators.
• Copywriting and credibility: self-responders, words that add and detract and selecting images and illustrations.
• How the human eye reads a computer screen and offline vs. online fonts.
• The use of color and its emotions.
• The 7 triggers of response.


Digital TV

• Multi-platform content integration: TV, internet & mobile
• Multi-platform, multisegment & multipersonalization campaigns
• Advertising for Digital TV
• Capability and opportunities of the interactive TV


Strategic Plan for Electronic Commerce

• Market analysis.
• Target audience.
• Brand and positioning.
• Unique Selling Proposition: what I offer that is different or better than the competition.
• Product / services portfolio.
• Price policy.
• Service environment: national, international
• Brand and positioning.
• Moving from an offline business to e-commerce


Omnichannel & digital shopping experience

• What is omni-channel
• Strategic keys
• From multi-channel to omni-channel
• Critical processes within companies and impact on the organisation
• Development, management and results of omni-channel
• Managing channel conflicts
• New solutions to digitise sales points
• Consumer experience: a single and perfect consumer experience in all channels, media, platforms


E-Commerce as an opportunity for internationalization

• Internationalization:

o Experiences and latest international trends in e-Commerce.
o Analysis of international markets.
o Practical cases.

• Exporting and Importing:

o Situation of international e-Commerce in Spain.
o Experiences of exporting of Spanish e-Commerce sites.
o How to start to Export.
o Practical Cases.


Technological Solutions to create an online store

• Existing solutions versus own development
• How to compare the best solutions
• How to choose the most suitable for my business, my needs and my limitations
• Aspects to consider during implementation and maintenance
• Integration of payment platforms and means of payment


How to achieve and increase client sales Electronic Commerce

• Attracting qualified traffic: Search engines, Affiliates: own and other platforms., Campaigns in RRSS (Facebook, Twitter and LinkedIn)., Crossmarketing.
• Conversion to sale: Promotions which work on the Internet., Price management: pricing. Bidpricing, Consumer trust: how to obtain it, Supply, Increasing online product value (packaging, service, etc..),Crosselling
and Upselling.
• Increasing purchase frequency: client loyalty:
• Management of Client Information in e-Commerce.
• Creation of effective loyalty programs.
• Upselling / Crosselling actions in EC.
• Redemption of points, e-bonus, cash, prizes, prize draws. Which is more effective?
• Cross marketing actions: using the offline to enhance the online.
• Amazon SEM.
• M-Commerce: ntegration of mobile devices in e-Commerce, How to adapt a website, functionalities and offer to a mobile shopping process
• Social Commerce: integration of Social Networks into electronic commerce


Logistics and customer service as key moment in the client?s experience

• Importance of logistics in electronic commerce.
• Responsibilities acquired by a store.
• Main logistics solutions in e-Commerce for SMEs.
• Repercussion of shipping and returns on margin (what rate of returns to expect).
• Management of data, suppliers and production.
• Procurement, storage, shipping logistics and inverse logistics.
• Shipping charge policies.
• Situations of sales in special markets: Sales to Canary Islands, Ceuta and Melilla, Sales outside the EU, International legislation.
• Information of Internet tracking.
• Customer service in e-Commerce: should I have a specific telephone number or use the same as in my traditional business?
• What call centre solutions are available to outsource the service.


E-Commerce performance: financial analysis in electronic commerce

• The Business Plan as a starting point for economic performance.
• The importance of a Budget: from the Budget to monitoring objectives.
• How to design a good Costs and Income structure.
• How to measure the profitability and performance of an online store.
• KPIs to control to manage an online business: Attraction KPIs, Loyalty KPIs


Amazon: The ecosystem & how to sell

• Amazon ecosystem
• Amazon Seller Central
• Fulfillment By Merchant
• Fulfillment By Amazon
• Amazon Vendor Central
• How to position my catalogue on Amazon
• Other services of Amazon, aiming at supporting an eCommerce: Logistics, Amazon Web Services



With practical-driven methodology and handled by digital experts currently in top-notch jobs, through 9 months you´ll get a deep knowledge of the most advanced techniques in digital marketing skills and digital innovation, being able at the end of the course to apply key elements like Marketing Automation, SEO, SEM, Analytics, Eccomerce, Mobile Marketing, Inobound Marketing...and much more.


ICEMD Added Value

ICEMD award students of this degree with a double diploma in Digital Marketing. You´ll receive the Master in Digital Marketing from ESIC Business&Marketing School and the European Diplma in Digital Marketing from FEDMA- Federation of European Direct & Interactive Marketing. Both of them are recognised by the Pan-European Education and Accreditation Comittee
We offer support for graduates in their `professional development after finishing the program of studies. This unit is responsible for giving advice, services and related resocurces to help you to uplift your professional career
This is the only Master´s degree in Digital Marketing with a top quality certification with global recognisition, given by EPAS. This means that the program objectives and intended learning outcomes for our students are unique worldwide

Our students work here

The digital talent that grow through our programmes is working on top recognised companies

Información de pago

1.000 €
Resto del curso
19.900 €
de descuento si pagas al contado

Antes de comenzar el programa deberás abonar el pago de la Matrícula: 1000.00 €

Para abonar el importe del resto del programa, lo podrás hacer de las siguientes maneras:

  • Pago fraccionado: consulta plazos

En este tipo de programas no existen los descuentos a colectivos.

  • Becas por desempleo:
    Facilitamos el acceso a la formación a aquellas personas que en estos momentos cuentan con menos recursos.
  • Becas para extranjeros / no residentes en Madrid:
    Previo estudio en base a criterios económicos y académicos.

Programa bonificable por la Fundación Tripartita. Por favor, indiquemos si se lo va bonificar para poder gestionar los trámites administrativos necesarios.

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