Master UCM Permanent formation :
Marketing Management. Global and digital strategy

The main objective of this formation program is to train future marketing managers to master global and digital marketing strategies. This program will teach students how to design and implement a global and digital marketing plan. It offers training in the latest technologies, dashboards, scorecards, CX, UX, SEO and SEM among others. It also takes into account the multi-channel consumers with different communication methods, such as smartphones, social networks, websites… in short, methods that permanently combine real life and virtuality. In this way, the program can anticipate future scenes like meta-verse.

Teaching modality: Online teaching

Credits: 60 credits (ECTs)

Duration: One year

Teaching language: English

Places available: 30

Price: 6.500 €

Innovation and creativity
Present the latest trends in Marketing projects and analyse the latest solutions and technologies in each of the most relevant sectors.
The practical approach is the key element of our methodology. Inspired by the LbD philosophy (learning by doing), this formation program is based on three learning methods: dialogic classroom, business cases (case method) and simulation models of marketing (business simulations).
The program includes subjects related to International Marketing and International Trade, given the importance of the internationalisation of markets. In addition, during the practice of business simulation, students can compete both nationally and internationally in four different countries. It guarantees them a global vision.

The Global Strategic Marketing Plan

Structure and Implementation

The Digital Marketing Plan – Structure and Implementation

Coordinating the Global and Digital Strategic Plan

Global and Digital Marketing Strategies

Brand and Branding

Push and Pull Strategy and Inbound and Outbound Strategy

Creative Strategy of Performance Marketing

Content Marketing

Buyer Persona. Conversion Funnel

The Chief Marketing Officer (CMO)

The Digital Marketing Manager (DMM)

E-commerce: the online business and the mixed business (online and face-to-face)

The Concept of Sustainability in Marketing

The Concept of Environmental Responsibility

The Concept of Corporate Social Responsibility (CSR)

Market Opportunities with Positive Impact on Society

Digital Responsibility with the Consumer

Data Protection. The SDGs and their Relation to Responsible Marketing Offerings

Corporate Compliance and its Influence on Responsible Marketing

The Dow Jones Sustainability Index (DJSI)

The Impact of an Environmentally Friendly Strategy on the Marketing Value Chain

There is no Planet B — Local and Global Sustainable Actions

The Impact of Sustainability, Environmental and Social Responsibility on KPIs

Culture as a Driver of Social Sustainability

Cultural Impact on Society

Omnichannel Marketing Strategy

Mobile Marketing

Mobile Applications: APPs. Gaming, Streaming and Platforms

Audience Measurement and Digital Technology

Programmatic Advertising and CTV: Addressability, Third-party Cookies and the First Data Party (FDP)

Efficient Exchange Transactions Walled Garden Strategy in Digital Advertising

The Use of Artificial Intelligence (AI), Machine Learning (ML) and Deep Learning (DL) in the Efficiency of the Marketing Offer

The Use of Big Data and Small Data

The Concept of Learning Algorithms as the Basis of Artificial Intelligence (AI)

The Concepts and Usefulness of Maching Learning and Deep Learning Applied to Marketing

Identification of User-profiles and Adaptation of the Offer with ML and DL

Other Uses of Artificial Intelligence in Marketing and its Future Evolution

The Need to Monitor Marketing Activity

Sources of Consumer Data

The ROPO Consumer and the RTV Consumer and Web-Rooming

Consumer Analytics Tools – Implementation and Integration

The Dashboard Concept

The Types of Dashboard

The Implementation of the Dashboard

Dashboard Reporting

Types of Metrics, Visuality Metrics, Interactivity Metrics and Conversion Metrics

Accessibility in the Cloud: Sharing the Dashboard with Different Departments and Teams

Dashboard Tools and Technologies

Difference between KPIs and Metrics and their Importance

Experienced Marketing

Marketing Experience as a Driver

Sensory Marketing. Sensations as Part of the Experience

The New Needs of Consumers and Users

Retail and the Physical Shopping Experience

The Customer Journey

The User Experience Ecosystem (Ux)

BUZZ Marketing Experience. Forms and Channels of Experience

Baby Boomers, Generations X, Y and Z Experience

The Design Method and Project Management: Preliminary Approaches and SMART Objectives – The Customer Journey

Consumer Experience Data Collection Techniques: Persona Building, Card Sorting, Tree Test and Focus Group

The Construction of the Consumer Experience and the Digital User Experience. The Creation of the Content Map

Information Architecture


Marketing Experience Creative Strategy

Concept and Strategies of Positioning

Techniques for Positioning in the Consumer’s Mind

Positioning Maps. Mapping and Clustering

Unique Value Proposition (UVP)

Digital Positioning: the Pillars of SEO and SEM

Web Architecture – On-Page Optimisation

Keyword Studies. Link-building

Visual Search and Voice Search

PPC Positioning

SEM Campaign Structure and Elements

Google Ads

Remarketing Strategies

Tools to Optimise Google Ads Campaigns

SEM Metrics

Campaign Measurement and Analytics

Introduction to Social Media

Integrated Social Media Strategies: the RRSS Mix

Differences between a Personal Profile and a Business Profile

Measurement and analytics in RRSS. The New Social Network: the Metaverse and the Web 3.0

Virtual reality (VR) and Augmented Reality (AR)

Are you interested?