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1 BUSINESS&MARKETINGSCHOOL

2 The training you need to become an all-round digital marketing professional Especially designed for Heads of Advertising and Communication areas Online marketing managers and professionals in e-marketing / e-commerce departments Community managers Online reputation managers Marketing and Product managers Heads and business development professionals Agency professionals and interactive consultants Heads of SMEs Objectives Gain knowledge of the new forms of marketing and advertising in digital environments and all their different Management administration of digital marketing and the strategies and trends of emerging media in the current environment. An understanding of the applied legal aspects of advertising contents in the digital and e-commerce environment. 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, learning 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, etc. to promote marketing and communication through social networks. Develop a strategic plan and set up an on-line business for both B2B and B2C.

3 Learn the most advanced disciplines, techniques and practices in the current marketing and on-line advertising sphere Today, marketing is closely related to the digital world. The future lies in the integration of new digital media with marketing and communication strategies. The characteristics of the Internet are the key: the possibility of segmentation, bidirectional communication, instant response and its measurement, the creative capacity offered by new tools and the access to globalized market. Digital marketing allows us to tap the great potential of new relationship models. by applying the new tools and means that the Internet provides. The Master in Digital Marketing is 100% focused on digital disciplines. It was designed to train current and future professionals in the new forms of digital marketing and advertising in a comprehensive manner. Through its six modules, the Master in Digital Marketing (MDM English) will show you the most advanced, leading and effective disciplines within the field of Marketing and Advertising, 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 offline methods, techniques, and tools. Networking between lecturers and students with different professional profiles: digital and traditional companies and entrepreneurs.

4 Full program 1 Marketing, organization and digital planning 2 Web marketing: usability and SEO Design and creation of a Digital Marketing Plan Information and research resources for digital marketing 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 4 Social Media Marketing Starting a Social Media Project in your company Online Reputation Management (ORM) Facebook I Practical WORKSHOP: practice and application of theorical aspects Facebook II Corporate blog and Twitter Content, Creativity and support networks Social Media Analytics Linkedin and B2B content strategies 3 Digital creativity and SEM Search Engine Marketing (SEM): basics, options and strategic key points in SEM Search SEM: development and application of a SEM strategy Practical WORKSHOP: Implementation of campaigns through Google Adwords WORKSHOP: online creativity WORKSHOP: landing pages Preparation of valid tests Search Engine Marketing (SEM): Optimization and Reports. Global Practical Case WORKSHOP: Implementation of Campaigns through Google Adwords Editor and Advanced Options in Google Adwords 5 Current and emerging digital media Marketing: from A to Z Affi liate 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 6 e-commerce Strategic Plan for e-commerce Technological solutions to create an online store How to optimise the sales funnel in e-commerce How to achieve and increase sales to clients in e-commerce Online paid media and mobile e-commerce Logistics and customer service as key moments in the client s experience e-commerce as an opportunity for internationalization e-commerce Performance: Financial Analysis in e-commerce Juridical and practical aspects in e-commerce The programme is subject to possible amendments.

5 Teachers comprise over 400 outstanding professionals with wide experience in leading companies Some components of the teaching staff of the MDM Feli Benítez Interim General Manager Ecommerce & Fashion Retail Carlos Víctor Costa Director Millward Brown Optimor Pablo de Echanove Pasquín e-commerce & Business Development Manager de Philips Jose Luis Ferrero Senior Manager - ecommerce & Business Development Philips Paul Fleming Presidente y Fundador de Barcelona Virtual Francisco González Director Desarrollo de Negocio SEUR Marta Gracia Search Product Specialist, Spain & Italy Google España Carlos Herrera Director de Desarrollo de Negocio Habilmind Santiago Hermosa Director General Doble O Christian Palau Independent Internet Marketing & Mobile Consultant Elodie Pradeilles Digital development Director Havas Media Carlos Otero Chief Marketing Officer Alotofus Javier Regueira Socio Director Pop Up Música Alexandra Ruiz Consultora Marketing Digital Jorge Lucio Sánchez Galán Gestor Senior de Proyectos Estratégicos Telefónica de España Kevin Sigliano Socio Director Territorio creativo David Tomás Director General Cyberclick Agent Susana Voces Directora de ventas ebay Faculty is subject to possible amendments The Master in Digital Marketing provides certain skills that you will need in the coming years, in areas that are becoming the major issues in companies right now e-commerce, SEO, SEM, social media -. The amount of positions that companies are creating regarding the digital world will expand in the near future: once you attend this Master you will be able to provide those skills, which meet companies current and future needs. Manuel Balsera, CEO Start Digital Media MDM Program Director

6 Studying at ICEMD 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. Professional Development Sessions To support classes, during the Master students may have access to skills workshops (Digital Entrepreneurship, Effective Presentations, Personal Branding...), meetings with entrepreneurs #ICEMDemprendedores, Masterclasses, on-line tutorials... Workshops SEO copywriting, SEM, Google Adwords Editor, online creativity, optimization of landing pages, Google Adwords, Social Media 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.

7 Why studying at ICEMD 2 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) Accreditations The quality of our programmes is guaranteed through accreditations granted by national and international institutions Employability and Career Guidance Students become part of ICEMD s job centre, reference for companies seeking qualified talent in disciplines of the Digital Economy. In addition, ESIC Career Guidance department manages 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. Experience and innovation Experience backed by 19 years of experience and more than 6000 students trained in ICEMD, and 49 years of history and more than 32,000 students trained in ESIC Business & Marketing School. Experience is acquired by being in constant innovation: continuous renewal of disciplines and study methodologies, and ongoing research and development of new initiatives to help to create the future business network.

8 MADRID tinyurl.com/esic-linkedin linkd.in/icemd ESICmarketing CanalICEMD MDM _ esic icemd icemd +EsicEs Forma parte del cambio BUSINESS&MARKETINGSCHOOL

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