Master in Digital Marketing MDM

Transcription

1 Master in Digital Marketing MDM

2 Master in Digital Marketing OBJECTIVES Gain knowledge of the new forms of marketing and advertising in digital environments and all their different aspects. Management administration of digital marketing and the strategies and trends of emerging media in the current environment. Setting out and development of communication and advertising projects based on the briefing. Management and development of a website focused on the client taking usability and SEO into account. Carrying out on-line advertising campaigns from start to finish: from planning, to media contracting, to the study and analysis of results. A complete map of the digital environment, learn about all means and tools that can be integrated into marketing and communication strategies, such as mobile apps and geo-positioning. Learn about the full potential of social networks: techniques, strategies, skills to promote marketing and communication through social networks. To develop a strategic plan and set up an on-line business for both B2B and B2C. An understanding of the applied legal aspects of advertising contents in the digital and e-commerce environment. The MDM is a double degree: Master in Digital Marketing granted by Icemd, Instituto de la Economía Digital, ESIC. European Diploma in Interactive Marketing granted by FEDMA (Federation of European Direct and Interactive Marketing)

3 With this Master you become an all-round digital professional learning the most advanced disciplines, techniques and practices in the current marketing and on-line advertising sphere DIFFERENCIATING FACTORS Discover the new communication ecosystem and the digital world s key concepts: SEO, SEM, Blogging, WOM, usability, etc. Create a multichannel global strategy, integrating both on-line and off-line means, techniques, and tools. Teaching staff professionally connected to the subjects they teach. Networking between lecturers and students with different professional profiles: digital and traditional companies and entrepreneurs.

4 MODULE 01 Marketing, Organization and Digital Planning MODULE 02 Web Marketing: Usability and SEO MODULE 03 Digital creativity and SEM MODULE 04 Social Media Marketing MODULE 05 Digital Current and Emerging Media MODULE 06 e-commerce Design and creation of a Digital Marketing Plan. Information and investigation sources for digital media. Legal marketing, advertising and digital content marketing aspects. Planning and hiring of digital media. Return on Investment Analysis in a Digital Marketing Plan. Metrics and analysis of results for investment in digital media. Organization, Management and Development of Digital Projects. Design and development of a web Project. Usability and user experience: how to make digital products focused on the user. Search Engine Optimization (SEO): How to optimize the natural positioning of our web in browsers. Web Analytics: How to measure and optimize our web s critical processes. Metrics, optimization and SEO Project management. WORKSHOP: SEO copywriting. A Digital Campaign Briefing and the planning of irresistible offers. Search Engine Marketing (SEM): foundations, options and key points in the SEM strategy. SEM Workshop: Development and application of a SEM strategy. Online creativity workshop: how to apply the copy and the art in online environments to obtain brilliant results. Workshop: Using the main techniques for the creation and optimization of the landing pages. How to do valid tests in digital environments. Workshop: Implementing a campaign using Adwords Editor. Workshop: Advanced options in Google Adwords. Starting a Social Media Project in your company. Online Reputation Management (ORM). Facebook I. Facebook II. Corporate blog and Twitter. Linkedin and B2B content strategies. Content, Creativity and support networks. Social Media Analytics. Social Media Workshop: practice and application of theorical aspects. Marketing: from A to Z. Affiliate Marketing. Display Advertising and Rich Media. Branded Content: From the interruption to the entertainment. Mobile Marketing. Production that applies to mobile projects. Geolocalization: from local to universal. Internet TV and interactive TV. How to plan and develop a strategic e-commerce plan. Technology structure in the e-commerce. Keys for the construction of a successful e-commerce Web. How to achieve and increase sales to clients in e-commerce: ing, Social Shopping, e-commerce. Online paid media and mobile e-commerce. Manage the fulfillment and logistics of e-commerce in physical products. Internationalization. Analysis of finances in e-commerce. Juridical and practical aspects in e-commerce. The programme is subject to possible amendments

5 Business creativity applied to an innovative on-line business model Metodology: Innovative resources Virtual Classroom: On-line platform available to course participants where they can communicate with the lecturers and each other, they can also consult documents and resources such as videos, e-books, bibliography, interesting links and marketing blogs, and also an advanced web conferencing tool to arrange virtual meetings. Pre and post works: To get maximum use out of the sessions supporting documents are made available beforehand, as well as follow-up exercises to consolidate the knowledge acquired. Webinars: They act to aid and improve the classroom sessions. The webinars will deal with the most relevant parts of the module, where other professionals share their opinions, examples and case studies on the subject matter. Real company projects: After each module and under the tutor s guidance, the students will, in groups, carry out a Module Project based on real cases. The projects will be presented before a board of examiners. Final Research Work of the Master in Blog or Whitepaper format: Carried out individually, we will teach you how to do it and how to get the most out of it.

6 SOME MEMBERS OF THE TEACHING STAFF Ismael ALCOLEA On-line Marketing Manager for Europe, Cigna Health, Life & Accident. José María Baños Feli Benítez Pablo DE ECHANOVE PASQUÍN José Luis Ferrero Gorka GARMENDIA Francisco González Marta Gracia Roger Graell Socio fundador, LetsLaw. Interim General Manager e-commerce & Fashion Retail. e-commerce & Business Development Manager, Philips. Senior Manager e-commerce & Business Development, Philips. Co-founder, Clico. Director Desarrollo de Negocio, Seur. Search Product Specialist, Spain & Italy, Google España. e-shop Manager, Mango. Santiago HERMOSA Director General, Doble O. Carlos Herrera Carlos Otero Christian Palau Elodie Pradeilles Javier Regueira Jorge Lucio SÁNCHEZ GALÁN Kevin Sigliano David Tomás Jodar Raquel Valverde Ignacio Vela Susana VOCES Director de Desarrollo de Negocio, Mamvo Performance (Antevenio). Socio Director, Colímera Consultores. Independent Internet Marketing & Mobile Consultant. Digital Development Director, Havas Media. Socio Director, Pop Up Música. Jefe de Oficina Óptima, Telefónica de España. Socio Director, Territorio Creativo. Director General, Cyberclick Agent. Digital Marketing and Careline Manager, Unilever. Abogado Senior, Cremades & Calvo-Sotelo Abogados. Directora de Ventas, ebay.

7 The quality of our programmes is guaranteed through accreditations granted by national and international institutions: CAREER GUIDANCE Administers agreements with more than 8,000 companies and deals with over 3,500 job offers per year. The office facilitates the insertion and progress of students in the labour market throughout their professional careers. It offers the person advice which is tailored and optimised towards the selection process. ESIC IDIOMAS The ESIC Language School offers general and business courses in English, French, Chinese, Spanish for Foreigner and other languages. In addition, it is a preparatory and official examination centre for BEC, KET, PET, FCE, CAY, CPE, Toefl and Toeic, among others. It offers tailored and personalised courses.

8 tinyurl.com/esic-linkedin ESICmarketing esic esic linkd.in/icemd CanalICEMD icemd icemd Master in Digital Marketing MADRID MDM DIC 2013