ONLINE HIGHER PROGRAM IN DIGITAL MARKETING
DESIGNED TO EQUIP STUDENTS WITH A COMPREHENSIVE UNDERSTANDING OF DIGITAL MARKETING, COVERING THE MAIN DISCIPLINES
It covers the techniques and tools necessary to develop the capacity for business analysis, as well as the strengthening of professional and managerial competencies and skills to lead, make decisions and be fully aware of the results generated in the areas of digital marketing. In short, a combination of professional skills and technical specialization to be able to contribute to the results of the organization, in constantly evolving and increasingly digital, global and competitive environments.
- Executive
Language:
SpanishOnline
Available locations
- Online Format
WHY STUDY AN ONLINE POSTGRADUATE DEGREE IN DIGITAL MARKETING ONLINE?
A postgraduate degree in digital marketing allows you to acquire in-depth knowledge on topics such as SEO, SEM, web analytics, social media, content marketing, among others, which makes you more attractive to employers looking for experts in these areas.
It allows you to gain up-to-date skills as digital marketing evolves rapidly. A postgraduate degree provides you with the latest skills and knowledge, allowing you to keep up to date with the latest trends, technologies and strategies in online marketing.
It helps you develop analytical and strategic skills, making you more adaptable to changes in the industry and allowing you to face new challenges with confidence.
Many leadership positions and strategic roles in marketing require a deep understanding of digital marketing. This postgraduate degree prepares you to take on roles of greater responsibility and contribute significantly to a company's success.
And gain a global perspective on digital trends and practices. This is essential in an increasingly interconnected world, where companies are looking to expand their reach across borders.
Why ESIC?
At ESIC we know that the best way to learn is by doing. Therefore, our program is designed based on tools, workshops, real cases and the use of licenses so that you can access the labor market with the best possible preparation. Our PSOMD stands out for:
Reputation of more than 50 Years: ESIC is an educational institution with a rich history of more than 50 years in marketing and business education. This tradition and experience consolidate its leadership in the field and guarantee a quality approach to training.
Pioneers in Marketing: As pioneers in marketing education, ESIC has been at the forefront of marketing trends and practices for decades. This means you'll get an education that is grounded in experience and adapted to the latest developments in the field.
Alumni Network: ESIC's alumni community includes many successful professionals in the marketing and business world. By joining ESIC, you will have access to a valuable network of contacts that can open doors and opportunities in your career.
Programs adapted to today: ESIC prides itself on keeping its academic programs up to date with the latest trends and technologies. The advanced course you are considering focuses on online strategies in social media and sales crucial areas in today's digital age.
Commitment to Excellence: ESIC has a strong commitment to academic excellence and student success. Highly qualified faculty and cutting-edge teaching methodology ensure that you will get a high-quality education that will prepare you to excel in the field of online marketing and technology.
Reputation of more than 50 Years: ESIC is an educational institution with a rich history of more than 50 years in marketing and business education. This tradition and experience consolidate its leadership in the field and guarantee a quality approach to training.
Pioneers in Marketing: As pioneers in marketing education, ESIC has been at the forefront of marketing trends and practices for decades. This means you'll get an education that is grounded in experience and adapted to the latest developments in the field.
Alumni Network: ESIC's alumni community includes many successful professionals in the marketing and business world. By joining ESIC, you will have access to a valuable network of contacts that can open doors and opportunities in your career.
Programs adapted to today: ESIC prides itself on keeping its academic programs up to date with the latest trends and technologies. The advanced course you are considering focuses on online strategies in social media and sales crucial areas in today's digital age.
Commitment to Excellence: ESIC has a strong commitment to academic excellence and student success. Highly qualified faculty and cutting-edge teaching methodology ensure that you will get a high-quality education that will prepare you to excel in the field of online marketing and technology.
Rankings and accreditations
YESTERDAY, TODAY, ALWAYS
#1
SPAIN
Leaders in marketing master's degrees according to El Mundo
#3
SPAIN
ESIC on the podium of best business schools for recent graduates and young professionals
#34
EUROPE
ESIC in the top European ranking for marketing programs
#49
WORLD
Best marketing school based on feedback from alumni, students and employers
ENTRY PROFILE, WHO IS THE PROGRAM AIMED AT?
-Marketing professionals who have not developed competencies in the digital marketing area.
-Communication managers who want to enhance their career in digital channels.
Specialists in digital marketingareas who need to have a 360-degree view of the discipline.
-C levels of medium and large companies.
-Middle management of companies.
- Marketing agency professionals looking for new digital skills.
- Ceo's of small and medium-sized companies.
- Professionals who are part of teams undergoing transformation or who are going to join transformation or continuous digitalization challenges.
- Professionals in transition of their professional careers and with an orientation to digital business areas.
Objectives of the Online Higher Program in Digital Marketing
Analyze complex realities from a digital point of view, through the critique of market, consumer and customer insights for the development of differential competitive advantages and generating value for the brand, through innovation and digital transformation.
Discover business opportunities and identify barriers, through the knowledge obtained in the analysis.
Define company objectives and more specifically digital marketing objectives that contribute to the overall objectives of the organization and that can be defended in financial terms.
Define strategies and prioritize them according to the company's vision, business model and effectiveness in terms of results.
Define digital marketing action plans aligned with the customer decision journey, identifying KPIS for follow-up and progress reporting.
Monitor the development of digital marketing actions in order to identify risks, financial limits assumed, reaction plans.
Communicate digital marketing plans in any context, type of organization, format, so that there is a full understanding of them and the involvement of key stakeholders.
ACADEMIC PROGRAM
This program is designed so that students are able to assume responsibilities in Marketing organizations, projecting the digital strategic approach aligned with the overall strategy of the company, and being able to formulate the digital marketing plan to meet business objectives.
- Definition and objectives of a Digital Marketing Plan
- Segmentation and definition of target audiences on the Internet and digital communication tools
- Elaboration of a communication and promotion plan on the Internet.
- Digital marketing metrics
- The success factors for a good digital strategy
- Web analytics vision
- Key performance indicators.
- Types of tools.
- Google Analytics.
- Advanced Segmentation.
- Mobile analytics
How to optimize the positioning of OUR ONLINE STORE in search engines in a natural way
- Search tools
- How search engines work: Indexing
- Web Site Optimization
- Planning and strategy for optimal positioning
- Positioning in Google
- Positioning in other major search engines
- Avoid techniques penalized by search engines
- Studies on the position in search results
- Search tools
- How search engines work: Indexing
- Web Site Optimization
- Planning and strategy for optimal positioning
- Positioning in Google
- Positioning in other major search engines
- Avoid techniques penalized by search engines
- Studies on the position in search results
Differences between Interfaces and Campaign Implementation
- Search tools
- How search engines work: Indexing
- Web Site Optimization
- Planning and strategy for optimal positioning
- Positioning in Google
- Positioning in other major search engines
- Avoid techniques penalized by search engines
- Studies on the position in search results
- Purchase cycle
- Inbound marketing as a marketing innovation: an introduction to the methodology
- Relationship between the buying cycle, the blog and the website
- Frequency of publication vs. traffic acquisition
- How to optimize on page the website and the blog? Internal link map
- Dissemination of our content
- Conversion in inbound marketing
- What are leads nurturing and leads scoring?
- Analytics and KPIs Inbound Marketing
- Marketing Automation, concepts and areas of use
- Description of the most relevant solutions in the market
- Phases of implementation of a Marketing automation project
- SFP configuration, Subdomain delegation, DNS pointers; DKIM and sender score
- Customer contact channels and holistic vision
- Reporting of Marketing Automation platforms
- Salesforce Marketing Cloud
- Phases in the creation of an email
- who: own and external lists
- What: USP, offer, features and benefits, early-birds, guarantees...
- The how: choice of format: concert for a note?
- Structure: AIDA applied to e-mailing
- Credibility: what to do when a bear is chasing you
- The graphic part of the e-mail
- Metrics and tests in e-mail
- The particular case of newsletters
- The wonder of auto-responders: series of e-mails that tear down walls
- Main players in the online advertising market.
- Sources of information in digital media,
- Media planning and contracting
- Main planning tools.
- Behavioral Targeting: Behavioural Marketing, Retargeting
- How programmatic advertising works
- Attribution models.
- Negotiation and purchase of campaigns.
- Advertising Investment Control Scorecard
- Mobile
- Adservers
- Operation and types
- Trafficking
- Concepts
- Campaign tracking
- Traditional metrics, campaign tracking and other metrics to consider: digital GRP's
- CrossMedia
- Interactions: Number, Time and Cost per Engagement
- Basic concepts: What is programmatic buying vs. RTB.
- Advantages of programmatic buying and main players.
- History of programmatic and when to use it.
- What is a DSP (Demand Side Platform)?
- How does a DSP work?
- Trading Desks, the conversion and audience Pixel
- Brand Safe and the White and Black Lists
- Purchase cycle
- Inbound marketing as a marketing innovation: an introduction to the methodology
- Relationship between the buying cycle, the blog and the website
- Frequency of publication vs. traffic acquisition
- How to optimize on page the website and the blog? Internal link map
- Dissemination of our content
- Conversion in inbound marketing
- What are leads nurturing and leads scoring?
- Analytics and KPIs Inbound Marketing
*Academic structure subject to change. Some business reality and networking sessions may be delivered in webinars outside of class hours.
WORKSHOPS
CHALLENGE
Co Learning Solutions
TEACHING METHOD
TRANSFORMATIVE LEARNING BY ESIC
It is an innovative training ecosystem that helps you to deploy your talent to the maximum and thus develop professionally and personally.
In your journey of personal transformation, you will interact with five pillars of support, which underpin your learning experience:
- Business reality brought to the classroom through case studies and practical activities.
- Soft Skills fundamental for your personal and professional development
- An expert teaching and sectorial faculty
- A heterogeneous community of national and international students
- All the areas and services that ESIC puts at your disposal
The Transformative Learning teaching method helps you by implementing innovative active learning methodologies where the teacher puts you at the center of the learning process and guides you towards academic excellence. The objective is for you to acquire competencies through the practical application of knowledge and tools.
The resources you will have at your disposal are:
- Asynchronous support materials, videos, readings, etc.
- Self-evaluation
- Tutored application and feedback
- Practical and experiential activities
- Evaluation system that combines the demonstration of individual and group achievements.
- Supervised final project
Faculty and guest speakers
The essence of our program lies in an exceptional faculty. Our faculty is composed of leading professionals and academics with vast experience in the field of marketing and sales. These experts combine their in-depth theoretical knowledge with solid practical experience, offering students a unique and valuable perspective. In addition, many of our professors hold leadership positions in renowned companies, ensuring a direct connection to the latest industry trends and practices.
José María Visconti Caparrós
Program Director
*Faculty and guest speakers are subject to change.
JOB OPPORTUNITIES
Profiles with capacity for:
- CMO - Chief Marketing Officer
- CCO- Chief Communication Officer
- Digital marketing project leader
- BDMD- Business Development Manager Digital
- Innovation and digital transformation consulting
- Others
Campus and prices
Online Postgraduate in Digital Marketing in Online Format
Campus in Online Format
Avenida Juan XXIII 12 | 28223 Pozuelo de Alarcón, Madrid
View in Google Maps
SCHOLARSHIPS AND GRANTS
We do not want economic issues to be an obstacle for you to achieve your goals and ensure a training with a future, therefore, we present a wide range of possibilities that will help you in this regard, both the Scholarship Plan that we have developed from ESIC, as well as those that are available to you from different public or private organizations. The scholarships and grants available are as follows:
- - Own scholarships
- - National scholarships
- - International scholarships
- - Mobility grants for international internships
- - Insurance and assistance
FINANCING
ESIC has financing agreements with certain banks under preferential conditions for students enrolled in any of the school's programs. The specific rules and conditions of each of these agreements can be found in the Secretary's Office. ESIC helps you with the financing of your career.
If you live outside of one of the cities where ESIC has a campus, and you are looking for accommodation, we recommend a series of companies and residences dedicated to student housing. Find the one that best suits your needs.
More information
ESIC has partnered with the Flywire platform to accept payments from foreign students from all over the world. You can make your payment easily and securely in your own currency, using local payment methods from the safety and comfort of your home. You will have real-time tracking and multilingual support around the clock.
More informationESIC AGENDA
-
BUSINESS BREAKFAST. Diverse Organizations, Successful Teams: The Role of HR
When?January 30, 2025 | from aWhere Campus Diagonal (Carrer de Marià Cubí, 124) -
KAM 2025: Key Account VALUE Strategies
When?February 20, 2025 | from aWhere Campus Diagonal (Carrer de Marià Cubí, 124) -
When?March 20, 2025 | from aWhere Campus Sarrià (Passeig Santa Eulàlia nº2 Barcelona).
CONTENT DESIGNED FOR YOU
In today's business environment, where competition is fierce and customer expectations continue to grow, customer success has become a key element in ensuring the sustainability and growth of organizations.
How many times have we tried to solve a problem by patching it up, without going deep into the real cause, into the root of the problem?
Undoubtedly, JavaScript is one of the most widely used programming languages worldwide. In fact, as early as 2021, according to Genbeta, 14 million programmers were already using it.
How much does a company cost? Undoubtedly, in the financial and business world, the evaluation of an organization is indispensable to determine its real value.
OTHER DEGREES YOU MAY BE INTERESTED IN
Advanced Program in Artificial Intelligence
Discover our Artificial Intelligence program and enter the world of possibilities offered by AI in Marketing and Sales management. Enter!
More informationCRM and Marketing Automation Online Advanced Program
Learn more about ESIC's Marketing Automation program and learn how to build a complete CRM strategy using Salesforce.
More informationSenior Management Program in Tech & Digital Business
The program specialized in Tech & Digital Business will train you to lead and manage companies in a digital environment. Develop your profile at ESIC!
More information