As a Digital Marketing manager, you will be responsible for improving promotional campaigns to increase sales and engagement for your company"

With the advance of new technologies and access to an infinite amount of information through the network, users have become more demanding. Many people already know exactly what they want before going to the physical store to make their purchases, and there is even a large public that is increasingly opting for online shopping, which allows them to avoid queues and save time and money. Therefore, companies need to adapt to market demands to avoid falling into oblivion and achieve gradual growth. To be more competitive, businesses must bet on e-commerce as a sales formula or a complement to their physical stores. But, if you are going to bet on the Internet as a sales channel, it is also important that advertising and promotions are carried out through the network, using marketing techniques and tools that will favor greater brand awareness and an adequate positioning in the main online search platforms that favor the access of customers to the company's pages.

To get this work done properly, it is not only necessary to have the best technical Marketing teams, but it is also necessary that these teams are led by competent professionals with in-depth knowledge of the main Digital Marketing and e-commerce strategies and the proper management skills that help them to create a good working atmosphere, motivate their team and control and manage each project.

But for this to be possible, in addition to having a high level of theoretical training, it is also necessary to demonstrate that all this knowledge can be put into practice. To achieve this, TECH offers its students a very complete curriculum on Digital Marketing that, in this case, has two great advantages: on the one hand, all the theoretical parts and exercises to strengthen these studies are available online so that students can study at their own pace; and, secondly, the intensive practical stay in a digital marketing agency to which they can access at the end of the studies.

Participating in real Marketing departments will be essential to learn about the actions you can implement to improve your company's knowledge"

This Hybrid Master's Degree MBA in Digital Marketing contains the most complete and up-to-date program on the market. The most important features include:

• Development of more than 100 case studies presented by experts in digital marketing and e-commerce management
• The graphic, schematic and practical contents with which they are conceived, gather Specific information on those disciplines that are essential for professional practice
• Integral plans for systematized action in the business field
• Algorithm-based interactive learning system for decision-making in the situations that are presented to the student
• Practical guides for the use of the main Digital Marketing tools
• Special emphasis on the most innovative methodologies for the application of leadership techniques in business
• All of this will be complemented by theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection
• Furthermore, you will be able to do an internship in one of the best business centers in the world

This program will allow you to access the best theoretical contents and carry out an intensive practical stay in a reference company in the sector"

This Master's program, of a professionalizing nature and hybrid modality, is aimed at updating business professionals who require a high level of qualification. The content is organized in a didactic way to integrate theoretical knowledge into daily practice. In this way, the theoretical-practical elements will facilitate the updating of knowledge and will allow decision-making in complex environments.

Thanks to the multimedia content, developed with the latest educational technology, Marketing professionals will benefit from situated and contextual learning, i.e., a simulated environment that will provide immersive learning programmed to train in real situations. This program is designed around Problem-Based Learning, whereby the physician must try to solve the different professional practice situations that arise during the course. For this purpose, the student will be assisted by an innovative interactive video system created by renowned experts.

The directors of the leading agencies need to have a multidisciplinary profile. Managerial skills and in-depth knowledge of the main Digital Marketing and e-commerce tools will help you access these positions"

Digital Marketing is the present and future of every company, so your specialization in this field will be a competitive advantage for your company"

Thinking about the current needs of the digital market and the competencies that are required of management profiles, TECH has designed the agenda of this program as a complete option that covers each and every one of the necessary postulates in the design and implementation of a Digital Marketing strategy. This is a unique academic opportunity not only because of the quality of the theoretical material but also because it includes a practical stay where you can put into action what you have learned in a realistic way.

You will go through, from the most effective pedagogical methodology, all the necessary postulates to implement an effective Digital Marketing strategy that positions and directs the company towards success"

Module 1. Digital Marketing and E-Commerce

1.1. Digital Marketing and E-Commerce

1.1.1. The Digital Economy and the Sharing Economy
1.1.2. Trends and Social Changes in Consumers
1.1.3. Digital Transformation of Traditional Companies
1.1.4. The Roles of the Chief Digital Officer

1.2. Digital Strategy

1.2.1. Segmentation and Positioning in the Competitive Context
1.2.2. New Marketing Strategies for Products and Services
1.2.3. From Innovation to Cash Flow

1.3. Technology Strategy

1.3.1. Basic Concepts of Web Development
1.3.2. Hosting and Cloud Computing
1.3.3. Content Management Systems (CMS)
1.3.4. Formats and Digital Media
1.3.5. Technological e-Commerce Platforms

1.4. Digital Regulation

1.4.1. Privacy Policy and Personal Data Protection Act
1.4.2. Fake Profiles and Fake Followers
1.4.3. Legal Aspects of Marketing, Advertising, and Digital Content

1.5. Online Market Research

1.5.1. Quantitative Research Tools in Online Markets
1.5.2. Dynamic Qualitative Customer Research Tools

1.6. Online Agencies, Media and Channels

1.6.1. Integral, Creative and Online Agencies
1.6.2. Traditional and New Media
1.6.3. Online Channels
1.6.4. Other Digital Players

Module 2. Digital Marketing Strategy

2.1. Managing Digital Business

2.1.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
2.1.2. Design and Creation of a Digital Marketing Plan
2.1.3. Digital Media Planning and Contracting
2.1.4. ROI Analysis in a Digital Marketing Plan

2.2. Digital Marketing to Reinforce a Brand

2.2.1. Branded Content and Storytelling
2.2.2. Hypersegmentation
2.2.3. Videomarketing
2.2.4. Social Sales

2.3. Defining the Digital Marketing Strategy

2.3.1. Closed Loop Marketing
2.3.2. Continuous Loop Marketing
2.3.3. Multichannel Marketing

2.4. Digital Marketing to Attract and Retain Customers

2.4.1. Hypersegmentation and Micro-Localization
2.4.2. Loyalty and Engagement Strategies using the Internet
2.4.3. Visitor Relationship Management

2.5. Digital Marketing Trends

2.5.1. Remarketing
2.5.2. Digital Neuromarketing
2.5.3. Avatar Marketing
2.5.4. Bluecasting

2.6. Managing Digital Campaigns

2.6.1. Display Advertising and Rich Media
2.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns
2.6.3. Advertising on Digital Television

2.7. Online Marketing Plan

2.7.1. Online Research
2.7.2. Creating an Online Marketing Plan
2.7.3. Configuration and Activation
2.7.4. Launch and Management

2.8. Blended Marketing

2.8.1. Integrating on and off actions
2.8.2. Personalize and Segment
2.8.3. Improve the User Experience

Module 3. Inbound Marketing

3.1. The Definition of Inbound Marketing

3.1.1. Effective Inbound Marketing
3.1.2. The Benefits of Inbound Marketing
3.1.3. Measuring the Success of Inbound Marketing

3.2. Target Research

3.2.1. Consumer Intent Modelling and Buyer Personas
3.2.2. Customer Journey Mapping
3.2.3. Content Strategy

3.3. Content Optimization

3.3.1. Content Optimization for Search Engines
3.3.2. Recycling and Content Improvement

3.4. Content Creation

3.4.1. User and Brand Generated Content
3.4.2. Opportunity Blogging
3.4.3. Video and Other Formats

3.5. Content Dynamization

3.5.1. Influencers
3.5.2. Blogger Outreach
3.5.3. Paid Content Seeding

3.6. Conversion

3.6.1. Lead Capturing and CRO
3.6.2. Lead Nurturing and Marketing Automation

Module 4. Entrepreneurship

4.1. Innovation Methodology and Knowledge Society

4.1.1. Design Thinking
4.1.2. Blue ocean strategy
4.1.3. Collaborative Innovation
4.1.4. Open Innovation

4.2. Strategic Innovation Intelligence

4.2.1. Technology Monitoring
4.2.2. Technology Foresight
4.2.3. Coolhunting

4.3. Entrepreneurship and Innovation

4.3.1. Strategies to Search for Business Opportunities
4.3.2. Assessing the Feasibility of New Projects
4.3.3. Innovation Management Systems
4.3.4. Entrepreneur's Soft Skills

4.4. Project Management

4.4.1. Agile Development
4.4.2. Lean Management in Startups
4.4.3. Project Tracking and Project Steering

4.5. Business Plan

4.5.1. Business Plan in the Digital Era
4.5.2. Value Proposition Model

4.6. Startup Financing

4.6.1. Seed Phase: Financial Funds and Subsidies
4.6.2. Startup Phase: Business Angels
4.6.3. Growth Phase: Venture Capital
4.6.4. Consolidation Phase IPO

Module 5. Performance Marketing

5.1. Permission Marketing

5.1.1. How to Obtain a Users Permission?
5.1.2. Personalizing the Message
5.1.3. Mail Confirmation or Double Opt-in

5.2. Strategy and Performance Techniques

5.2.1. Performance Marketing: Results
5.2.2. Digital Media Mix
5.2.3. The Importance of the Funnel

5.3. Programmatic Marketing and RTB

5.3.1. RTB: Real-Time Planning and Purchasing.
5.3.2. Programmatic Purchasing Ecosystem
5.3.3. How to Integrate RTB into the Media Mix
5.3.4. Keys to RTB on Different Devices

5.4. Affiliate Campaign Development

5.4.1. Agencies and Affiliate Programs
5.4.2. Postview
5.4.3. Defining Affiliate Programs

5.5. Launching an Affiliate Program

5.5.1. Affiliation and Direct Affiliation Networks
5.5.2. Results Analysis and Monitoring
5.5.3. Fraud Control

5.6. E-Mail Campaigns Develop

5.6.1. Designing e-Mail Marketing Campaigns
5.6.2. E-Mail Marketing
5.6.3. Lists of Subscribers, Leads, and Customers

5.7. E-Mail Marketing Tools and Resources

5.7.1. Acumbamail
5.7.2. Mailchimp
5.7.3. Templates
5.7.4. Inbox Inspection

5.8. Online Writing for E-Mail Marketing Campaigns

5.8.1. How to Create Good Headlines
5.8.2. Writing Content for Newsletters
5.8.3. Calls to Action in Newsletters

5.9. Display and Campaign Optimization

5.9.1. Advertising, Persuasive Communication
5.9.2. Behavioral Targeting, Re-Targeting, Re-Messaging
5.9.3. Affiliation
5.9.4. Campaign Preparation

5.10. e-Mail Marketing Metrics

5.10.1. List Metrics
5.10.2. Newsletter Delivery Metrics
5.10.3. Conversion Metrics

Module 6. Search Engine Marketing and Search Engine Optimization (SEO)

6.1. How Search Engines Work

6.1.1. Indicators and Indexes
6.1.2. Algorithms
6.1.3. SEO and Corporate Branding

6.2. Fundamental Variables of SEO

6.2.1. Indexability
6.2.2. Contents
6.2.3. Popularity

6.3. SEO Analysis

6.3.1. Determining KPIs
6.3.2. Generating Scripts and Alerts
6.3.3. Optimization of Images, Videos and Other Elements

6.4. Linkbuilding

6.4.1. Ways of Carrying Out Effective Linkbuilding
6.4.2. Link Baiting
6.4.3. Link Audits
6.4.4. Penalties

6.5. App Store Optimization

6.5.1. App Indexing
6.5.2. App Visibility on Search Engines
6.5.3. Measuring the Visibility of Search Engine Apps

6.6. Technical SEO

6.6.1. Web Performance Optimization
6.6.2. Real Time and Content
6.6.3. Relevant Tagging and Headers
6.6.4. Advanced WPO Techniques

6.7. SEO and e-Commerce

6.7.1. Conversion Rate Optimization
6.7.2. Google WebMaster Tools
6.7.3. Social Proof and Viralization
6.7.4. Navigation and Indexability

6.8. Integration in an Online Marketing Plan

6.8.1. Metrics and Impact
6.8.2. Web Analytics
6.8.3. Other Monitoring Tools

Module 7. Search Engine Marketing (SEM)

7.1. Keyword Hunting for SEM

7.1.1. Adwords Keyword Tool
7.1.2. Google Suggest
7.1.3. Insights for Search
7.1.4. Google Trends

7.2. SEM and Google Adwords

7.2.1. Google Shopping
7.2.2. Google Display Network
7.2.3. Google AdWords Mobile
7.2.4. YouTube Advertising

7.3. Google Products

7.3.1. Google Products Integrated in Adwords
7.3.2. Product Extensions vs. Product Ads
7.3.3. Google Shopping and Local
7.3.4. Google Merchant

7.4. Pay-Per-Click and SEM

7.4.1. Search and Display
7.4.2. Creating PPC Campaigns
7.4.3. Conversions Tracking

7.5. Facebook Ads

7.5.1. PPC/PPF (Pay-Per-Fan) Adverts
7.5.2. Facebook Creating Ads
7.5.3. Facebook Power Editor
7.5.4. Campaign Optimization

7.6. Other PPC Platforms.

7.6.1. Twitter Ads
7.6.2. LinkedIn
7.6.3. Baldu
7.6.4. Yandex

7.7. Strategy in SEM

7.7.1. Quality Score
7.7.2. CPC Bidding
7.7.3. Site Links

7.8. Measurement in SEM

7.8.1. KPIs
7.8.2. Impressions, Clicks and Conversions
7.8.3. Revenue, ROI, CPA

Module 8. Conversion Optimization

8.1. Introduction to Conversion Rate Optimization

8.1.1. Purchase Cycle and Elements of Online Behavior
8.1.2. Fundamentals of Neuromarketing
8.1.3. Usability vs. Persuasion

8.2. CRO Methodology

8.2.1. Scientific Method
8.2.2. Conversion Pyramid
8.2.3. The CRO Process

8.3. Web Analytics and CRO

8.3.1. Qualitative Analysis
8.3.2. Behavior Analysis
8.3.3. Business and User Objectives

8.4. User Experience y Conversion Rate Optimization

8.4.1. Lean and User Experience
8.4.2. Wireframing
8.4.3. Persuasive Copy

8.5. CRO and Psychology

8.5.1. Neuromarketing
8.5.2. Web Design and Neuromarketing
8.5.3. Learning, Memory, and Emotions

8.6. Behavioral Economics

8.6.1. Decision Factors
8.6.2. Motivation and Anchoring
8.6.3. The Role of the Unconscious

8.7. Experimentation in CRO

8.7.1. A/B vs Multivariates
8.7.2. Testing Tools
8.7.3. Implementation and Execution

8.8. CRO in e-Commerce

8.8.1. E-Commerce and CRO
8.8.2. The E-Commerce Funnel
8.8.3. Processes to Optimize

Module 9. Social Media and Community Management

9.1. Web 2.0 or the Social Web

9.1.1. Organization in the Age of Conversation
9.1.2. Web 2.0 Is All About People
9.1.3. New Environments, New Content

9.2. Digital Communication and Reputation

9.2.1. Crisis Management and Online Corporate Reputation
9.2.2. Online Reputation Report
9.2.3. Netiquette and Good Practices on Social Media
9.2.4. Branding and Networking 2.0

9.3. General, Professional, and Microblogging Platforms

9.3.1. Facebook.
9.3.2. Linkedln
9.3.3. Twitter

9.4. Video, Image, and Mobility Platforms

9.4.1. YouTube.
9.4.2. Instagram
9.4.3. Flickr
9.4.4. Vimeo
9.4.5. Pinterest

9.5. Corporate Blogging

9.5.1. How to Create a Blog
9.5.2. Content Marketing Strategy
9.5.3. How to Create a Content Plan for Your Blog
9.5.4. Content Curation Strategy

9.6. Social Media Strategies

9.6.1. Corporate Communication Plan 2.0
9.6.2. Corporate PR and Social Media
9.6.3. Analysis and Evaluation of Results

9.7. Community Management:

9.7.1. Functions, Duties, and Responsibilities of the Community Manager
9.7.2. Social Media Manager
9.7.3. Social Media Strategist

9.8. Social Media Plan

9.8.1. Designing a Social Media Plan
9.8.2. Defining the Strategy to Be Followed in Each Medium
9.8.3. Contingency Protocol in Case of Crisis

Module 10. e-Commerce Platforms

10.1. Digital e-Commerce Management
10.1.1. New e-Commerce Business Models
10.1.2. Planning and Developing an e-Commerce Strategic Plan.
10.1.3. Technological Structure in e-Commerce

10.2. e-Commerce Operations and Logistics

10.2.1. How to Manage Fulfillment
10.2.2. Digital Point-of-Sale Management.
10.2.3. Contact Center Management
10.2.4. Automation in Management and Monitoring Processes

10.3. Implementing e-Commerce Techniques

10.3.1. Social Media and Integration in the E-Commerce Plan.
10.3.2. Multichannel Strategy
10.3.3. Personalizing Dashboards

10.4. Digital Pricing

10.4.1. Online Payment Methods and Payment Gateways
10.4.2. Electronic Promotions
10.4.3. Digital Price Timing
10.4.4. e-Auctions

10.5. From e-Commerce to m-Commerce and s-Commerce

10.5.1. e-Marketplace Business Models.
10.5.2. s-Commerce and Brand Experience
10.5.3. Purchase via Mobile Devices

10.6. Customer Intelligence: From e-CRM to s-CRM

10.6.1. Integrating the Consumer in the Value Chain
10.6.2. Online Research and Loyalty Techniques
10.6.3. Planning a Customer Relationship Management Strategy

10.7. Digital Marketing Trade

10.7.1. Cross Merchandising
10.7.2. Designing and Managing Facebook Ads Campaigns
10.7.3. Designing and Managing Google Adwords Campaigns

10.8. Online Marketing for e-Commerce

10.8.1. Inbound Marketing
10.8.2. Display and Programmatic Purchasing
10.8.3. Communication Plan

Module 11. Marketing Analysis

11.1. Web Analysis

11.1.1. The Fundamentals of Web Analytics
11.1.2. Classic Media vs Digital Media
11.1.3. The Web Analyst's Basic Methodology

11.2. Google Analytics

11.2.1. Configuring an Account
11.2.2. Javascript Tracking API
11.2.3. Customized Reports and Segments

11.3. Qualitative Analysis

11.3.1. Research Techniques Applied in Web Analytics
11.3.2. Customer Journey.
11.3.3. Purchase Funnel

11.4. Digital Metrics

11.4.1. Basic Metrics.
11.4.2. Ratios
11.4.3. Setting Objectives and KPIs

11.5. Acquisition and Marketing Analytics

11.5.1. ROI
11.5.2. ROAS
11.5.3. CLV

11.6. Strategy Analysis Areas

11.6.1. Web Traffic Acquisition
11.6.2. Activation
11.6.3. Conversion
11.6.4. Loyalty

11.7. Data Science and Big Data

11.7.1. Business Intelligence
11.7.2. Methodology and Analysis of Large Volumes of Data
11.7.3. Data Extraction, Processing, and Loading.

11.8. Application Programming Interface (API)

11.8.1. APIs and Google Analytics
11.8.2. Query Explorer
11.8.3. Supermetrics Functions

11.9. Data Visualization

11.9.1. Viewing and Interpreting Dashboards
11.9.2. Converting Data into a Value
11.9.3. Integrating Sources
11.9.4. Presenting Reports

11.10. Web Analytics Tools

11.10.1. Technological Basis of WA Tool
11.10.2. Logs and Tags
11.10.3. Basic and Ad-hoc Labeling

Module 12. Digital Marketing and e-Commerce

12.1. UX Design

12.1.1. Information Architecture
12.1.2. SEO and Analytics for UX
12.1.3. Landing Pages

12.2. Technical Terms in UX Design

12.2.1. Wireframe and Components
12.2.2. Interaction Pattern and Navigation Flow
12.2.3. User Profile
12.2.4. Process and Process Funnel

12.3. Research

12.3.1. Research in Interface Design Projects
12.3.2. Qualitative and Quantitative Approach
12.3.3. Announce the Results of the Research

12.4. Digital Design

12.4.1. Digital Prototype
12.4.2. Axure and Responsive
12.4.3. Interaction Design and Visual Design

12.5. User Experience

12.5.1. User Focused Design Methodology
12.5.2. User Research Techniques
12.5.3. Involve the Customer in the Process
12.5.4. Shopping Experience Management

12.6. Designing the User Experience Strategy

12.6.1. Content Trees
12.6.2. High-Fidelity Wireframes
12.6.3. Component Maps
12.6.4. Usability Guides

12.7. Usability Evaluation

12.7.1. Usability Evaluation Techniques
12.7.2. Data Visualization
12.7.3. Presenting Data

12.8. Customer Value and Customer Experience Management

12.8.1. Use of Narratives and Storytelling
12.8.2. Co-Marketing as a Strategy
12.8.3. Content Marketing Management
12.8.4. The ROI of Customer Experience Management

Module 13. Mobile e-Commerce

13.1. Mobile Marketing

13.1.1. New Consumption and Mobility Habits
13.1.2. The SoLoMo Model
13.1.3. The 4 Ps of the Marketing Mix in Mobility

13.2. Mobile Technology

13.2.1. Mobile Operators
13.2.2. Mobile Devices and Operating Systems
13.2.3. Mobile Applications and WebApps
13.2.4. Sensors and Integration with the Physical World

13.3. Trends in Mobile Marketing

13.3.1. Mobile Publishing
13.3.2. Advergaming and Gamification
13.3.3. Mobile Geolocalization
13.3.4. Augmented Reality

13.4. Mobile User Behavior

13.4.1. New Search Habits on Mobile Devices
13.4.2. Multi-Screen
13.4.3. Mobile as a Purchasing Driver
13.4.4. ASO, Mobile User Acquisition and Loyalty.

13.5. User Interface and Shopping Experience

13.5.1. m-Commerce Rules and Platforms.
13.5.2. Omnichannel
13.5.3. Mobile & Proximity Marketing
13.5.4. Gap between Consumer and Advertiser
13.5.5. Mobile Commerce Content Managers

13.6. Apps and Purchases

13.6.1. Designing Mobile Commerce Apps
13.6.2. App Store
13.6.3. App Marketing for Customer Loyalty
13.6.4. App Marketing for eCommerce

13.7. Mobile Payments

13.7.1. Value Chain and Business Models of Mobile Payment Methods
13.7.2. Keys to Improve UX in Mobile Payment
13.7.3. Positioning Strategies in the Mobile Payments Market
13.7.4. Fraud Management

13.8. Mobile Analytics

13.5.1. Mobile Measurement and Analysis Methodologies
13.8.2. Mobile Metrics: Main KPIs
13.8.3. Profitability Analysis
13.8.4. Mobile Analytics

13.9. Mobile Commerce

13.9.1. Services
13.9.2. Applications
13.9.3. Mobile Social Shopping

13.10. Mobile Social Media Applications

13.10.1. Integrating Cell Phones into Social Networks
13.10.2. Mobility, Relationship, Ubiquity and Publicity
13.10.3. Facebook Places
13.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 14. Data Trading

14.1. Data Science and Big Data

14.1.1. Impact of Big Data and Data Science on Business Strategy
14.1.2. Introduction to Command Line
14.1.3. Data Science Problems and Solutions

14.2. Data Hacking Languages

14.2.1. SQL Databases
14.2.2. Introduction to Python
14.2.3. Programming in R

14.3. Statistics

14.3.1. Introduction to Statistics
14.3.2. Linear and Logistic Regression
14.3.3. PCA and Clustering

14.4. Machine Learning

14.4.1. Model Selection and Regularization
14.4.2. Random Trees and Forests
14.4.3. Processing Natural Language

14.5. Big Data

14.5.1. Hadoop
14.5.2. Spark
14.5.3. Collaborative Recommendation and Filtering Systems

14.6. Data Science Success Stories

14.6.1. Customer Segmentation Using the RFM Model
14.6.2. Experiment Design Application
14.6.3. Supply Chain Value: Forecasting
14.6.4. Business Intelligence

14.7. Hybrid Architectures in Big Data

14.7.1. Lambda Architecture
14.7.2. Kappa Architecture
14.7.3. Apache Flink and Practical Implementations
14.7.4. Amazon Web Services

14.8. Big Data in the Cloud

14.8.1. AWS: Kinesis
14.8.2. AWS: DynamosDB
14.8.3. Google Cloud Computing
14.8.4. Google BigQuery

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