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 €
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
Prototyping
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 Meta–verse and the Web 3.0
Virtual reality (VR) and Augmented Reality (AR)
