Master in Digital Marketing, E-commerce and Artificial Intelligence
- ONLINE
- 60 ECTS
- 7700€
- OPEN CALL
- 12 months
- ENGLISH
The Master in Digital Marketing, eCommerce and Artificial Intelligence provides professionals with all the necessary tools to successfully communicate online, as well as the newest methods to develop the most effective digital strategies. This programme is essential for professionals who work navigating the ever-expanding digital economy, with e-commerces spreading at an unprecedented rate.
Master in Digital Marketing, eCommerce and Artificial Intelligence
Universitat de Barcelona
Obtain your double degree from our academic partner, the leading university in Catalonia and Spain with more than 560 years of history behind it.
QS Stars Rating System
We are the first 100% online business school in the world to receive the prestigious QS Stars rating, earning the highest distinction of five QS Stars in the Online Learning category.
Ranking Eduniversal
Our Master in Digital Marketing and e-Commerce is ranked 5th in Spanish in the E-Business and Digital Marketing category in the Eduniversal Ranking.
Objectives
OBJECTIVE 1.
DIGITAL COMMUNICATION
Understand the new paradigm of digital communication to improve the effectiveness of your strategies throughout different campaigns. Do so through an in-depth study of the essential elements and tools.
OBJECTIVE 2.
ECOMMERCE MANAGEMENT
Learn about the phases of the management process of an eCommerce, as well as the techniques used in each one of them to optimally lead this type of business, from user acquisition to after-sales service.
OBJECTIVE 3.
SOCIAL MEDIA
Identify the elements that are a part of the social media environment and learn to adapt them to the development of each specific digital strategy. Learn to design a Social Media plan, determining the necessary resources (human, technical and economic) in an effective and efficient way.
OBJECTIVE 4.
THE ROLE OF AI
Understand the role and tools that AI offers regarding digital communication processes and how its capabilities can impact digital maketing and the e-commerce sector. Learn about the main tools that companies are already using to incorporate such development into their structures.
Syllabus of the Master in Digital Marketing, eCommerce and Artificial Intelligence
Our programme is structured in 2 blocks and culminates with the Master’s final project. In addition, during the development of the programme there will be four voluntary bootcamps and different additional activities.
Block I. Digital marketing
Block II. E-Commerce
Final Project
Bootcamps and Additional Activities
1. Digital marketing
This subject is mostly introductory and serves to give context to the rest of the programme and to present the main magnitudes of e-commerce. This subject will cover topics related to the basic concepts of the digital economy, as well as the main elements that enable any professional to interact with solvency in this new competitive environment.
Professor: María Millán, Founder Director at Suma Consulting.
In the field of Digital Marketing, one of the most effective strategies to achieve better returns on investment (ROI) is the proper management of search engine visibility. This module on SEO and SEM will provide students with an in-depth understanding of these key tools for managing and enhancing online presence. Through Pay-Per-Click (PPC or SEM) campaigns and advanced search engine optimization (SEO) strategies, qualified traffic to the website will be maximized. Additionally, the module will place special emphasis on the use of artificial intelligence as an essential resource for optimizing these strategies, addressing the current challenges faced by Marketing Managers.
Professor: Jorge Lucio Sánchez Galán, Executive Consultant, Educator & Digital Innovation Strategist at IA·KAI.
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Affiliate marketing and permission marketing are key tools in performance marketing. Increasingly, advertisers are allocating more of their advertising budgets to digital media, where they can measure results very directly. Affiliate platforms and email marketing campaigns are designed to deliver tangible results for businesses. It is therefore important to have a good understanding of how these platforms work and what are the keys to developing successful advertising campaigns on them. This subject will provide the necessary knowledge to understand how they work.
Professor: Eduardo Berrocal Ruiz, CEO of AllOnDigital.
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Developing a good social media communication plan is one of the determinants of the success of a marketing campaign. In this subject we will look at the different steps to create a successful social media strategy, following the outline of a Social Media Plan. The idea is to provide the skills and knowledge to know how to manage communication in social media environments.
Professor: Antonio Mas Gómez, Associate Partner at Good Rebels Agency.
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In this module, we will explore two disciplines where AI is an inherent part of enabling automation, optimization, and results generation: Programmatic Advertising and Marketing Automation.
These disciplines allow us to communicate with customers or consumers in real time, in a massive, automated, and personalized way, maximizing the results obtained by delivering personalized messages through the right channel at the right time.
We will delve into both disciplines and their tools, as well as all the existing alternatives in each to reach the right target in a relevant way, thus increasing campaign conversions.
Professor: José Luis Lasheras, Chief Strategy Officer (CSO) at Canela Media.
One of the great advantages of online marketing compared to offline is the ability to measure user behavior in real time, thus quickly and efficiently understanding the effectiveness of our campaigns. These processes have been directly impacted by the rise of AI, which introduces new approaches and analyses. In this module, we will explore tools like Google Analytics in depth.
Professor: Layla Scheli, expert in Business Intelligence, Big Data, Software Factory and IT consulting.
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2. E-commerce
Offering an adequate service to customers is necessary if you want to build customer loyalty. The main objectives of this course are: to introduce the fundamental concepts of customer management, familiarize students with the main CRM tools and practice their application in customer loyalty within a company. It also covers policies that ensure satisfaction and loyalty in an online environment.
Professor: María Millán, Founder Director at Suma Consulting.
This module provides students with the tools, concepts, knowledge, and ideas necessary to coordinate a team capable of building a successful digital asset, analyzing existing needs, organizing information appropriately, supervising its development, and understanding the available tools on the market. At the same time, it will examine design trends and AI tools in content creation and interface design.
The goal of this module is not to turn students into developers or usability experts but to give them the foundation and reference sources they need to develop informed opinions.
Professor: Antonio Mas Gómez, Associate Partner at Good Rebels Agency.
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The main objective of this course is to introduce basic concepts of technology, logistics, their functions, the impact of AI on all processes, customer service, fulfillment in eCommerce, and online payment methods.
Professor: Juan José Montiel, Founder & Logistics Consultant at Citius Logistics.
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In this course we will take an in-depth look at the backbone of Growth Hacking: the AARRR funnel. We will review its five phases, along with various tools and techniques that help improve business results and provide a clear methodology for maximizing performance with minimal resources.
Professor: Iván Hernández Ruíz, Clients Director at Good Rebels.
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Master's Final Project and Additional Activities
This programme is designed to complement the content of the thematic blocks with the necessary training to achieve their internalisation. The training is conceived from a threefold perspective: technical assistance, personal support and individual and group challenges that are necessary to achieve the objectives set.
Pre-Masters Bootcamps
The student will have the opportunity to take 3 Pre-Master Bootcamps that will be opened progressively and can be taken at any time. Once the course has been completed and passed, a certificate of completion will be awarded.
- Building Your Professional Brand for Employability and Career Success
- Finance Fundamentals
- Organizational Well-Being
Introductory workshop | Campus Training
Before the start of the academic year, students will have the opportunity to attend an introductory workshop on the Campus where they will be provided with the tools and knowledge necessary for the correct use of the platform during the academic year.
Professional Development Programme (PDP)
Two weeks before the start of the academic year, students will be able to participate in a professional development programme where they will work hand in hand with a teacher to develop different skills such as time management, productivity and stress management and emotional intelligence. Upon completion of the workshop, and provided that the relevant activities have been carried out, a certificate of completion can be obtained.
The main objective of the Master's Final Project is to allow students to work on a project that allows them to put into practice all the knowledge acquired throughout the Master's Degree. Beyond an academic or learning activity, it is an opportunity to link training to economic and business reality.
Professor: Ignacio Somalo Peciña, Founder of Lonesome Digital.
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The Master in Digital Marketing, eCommerce and Artificial Intelligence
is complemented by lectures, bootcamps and seminars that are given in each of the blocks. These additional activities are carried out by renowned professionals in business management who, through videoconferences, present their experiences and case studies.
Bootcamp: Preparing for Meta Blueprint certification
In order to learn about the possibilities of Meta platforms and demonstrate their knowledge to companies and clients, Meta offers different levels of certification that aim to verify that professionals know their platform and are able to make the best recommendations to their clients. Obtaining this certification will turn students into Meta's"Digital Marketing Associate" and, together with the Master's degree itself, will improve the employability of graduates.
Professor: Antonio Mas Gómez, Partner Director of Digital Experience at Good Rebels.
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Bootcamp: Google Ads certification preparation
Google offers a series of certifications in various products - Ads, analytics or Marketing platform - that allow certified users to demonstrate their level of knowledge of the advertising platform to third parties. Students will be able to prepare for the "Google Ads Search Campaigns Certification" and, together with the Master's degree itself, will improve the employability of graduates.
Professor: Paloma Fuentes, Global Digital Manager, Programmatic & Social at Starcom.
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Bootcamp: Preparation for Digital Marketing Institute (DMI) certification*.
Throughout this bootcamp, students will be provided with support and assistance in the process of completing the course corresponding to the certification of the prestigious DMI so that at the end of the period students can take the certification exam with guarantees.
Professor: Eduardo Berrocal Ruíz, Founder of EDUNEXT SOLUTION.
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Practice Lab: AI applied to development and optimization of marketing contents
In this fully practical lab, we will work with AI tools that allow us to optimize and develop the content needed for digital marketing and e-commerce.
Profesor: Jorge Lucio Sánchez, Executive Consultant, Educator & Digital Innovation Strategist at IA·KAI.
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*The cost of the certification is not included in the price of the programme.
Virtual Exchanges and COILs
During the course of the programme, students will also be able to participate in a COIL (Collaborative Online International Learning) with students from TEC de Monterrey and CENTRUM Peru*.
*Places for both activities are limited to a maximum number of participants.
Company visits
During the course of the programme, students will have the opportunity to attend synchronous videoconferences with professional experts in the programme area. They will share their experience and provide best practices in the sector.
Webinars
Most of the training is done asynchronously, that is, the exchange of knowledge is done through a platform that allows sharing written texts without the need for people to be connected at the same time. Additionally, in each of the subjects, synchronous sessions or 'webinars' are organised, where all participants are connected at the same time through an application, which allows the exchange of knowledge in 'real time'.
Students taking the Lifelong Learning Master's Degree in Digital Marketing, E-Commerce and Artificial Intelligence will have the opportunity to prepare for the following certifications*:
- DMI (Digital Marketing Institute) Certification
- Google Ads Certification
- Meta Blueprint Certification
*The cost of the certifications is not included in the price of the programme.
Additionally, students can prepare for the Scrum Certifications**:
- Scrum Master & Product Owner Certification
- Scrum Master@Scale Certification
- Product Owner@Scale Certification
- Value Stream Management Certification
**The certifications and tuition fees are not included in the LLMD price and will be conducted in Spanish.
During the Master's program, you will work with over 50 prominent software and tools in the digital marketing sector. Here are some of the most important ones:
-
Google Analytics
Web analytics tool by Google that enables you to track, monitor and analyze website traffic and user behavior. -
Google Ads
Programa de publicidad online de Google que te permite crear anuncios para llegar a los usuarios interesados. -
Hubspot
A platform for managing social media campaigns, leveraging audience segmentation and digital marketing strategies. -
Meta Ads
A platform for managing social media campaigns, leveraging audience segmentation and digital marketing strategies. -
Mailchimp
Email marketing platform for creating, sending and analyzing automated campaigns to boost engagement, retention and conversions. -
Chat GPT
AI language model that assists in generating content, boosting productivity, solving problems, and automating interactions. -
Shopify
An e-commerce platform that enables users to effectively create and manage their own online stores. -
Semrush
An all-in-one platform for SEO, market research, and keyword analysis tailored to any digital strategy.
Methodology
OBS has an online methodology where the core is the student. Always endorsed by active lecturers of international prestige, who share their knowledge to enhance the professional development of students through a flexible, collaborative method and with personalized monitoring. The objective is to create a unique educational experience that allows the assimilation of knowledge in a practical way.
Student ON has the student as a fundamental pillar and, therefore, throughout the course the students have their Program Manager, an academic figure who accompanies them in a personalized way.
Diploma
After successfully completing the Master's degree, you will receive the Master's degree from OBS Business School. In addition, as long as you meet the established documentation, payment and administrative requirements, you will be able to obtain a Lifelong Learning Master's degree from the University of Barcelona (UB).
In order to obtain it, you must have a university degree. In the exceptional case of not having this degree and having passed the Master's evaluations, you will obtain a Higher University Diploma from the University of Barcelona (UB).
At OBS Business School we are committed to our own degree, which allows us to update the programmes in each edition in order to be at the forefront of the knowledge demanded by companies today. Our programmes are designed for professionals who want to update their management skills and live and enriching and international experience, which is why we base our value proposition on a global academic approach.
Admission Process
The fundamental aim of our admissions process is to ensure the suitability of candidates. All participants should get the most out of this learning experience, through a context in which it is possible to develop long-term relationships with classmates, faculty and alumni.
After completing the application form for one of our programmes, you will receive an e-mail with information about the School and a member of the Admissions Department will contact you to start the admission process.
Once you have successfully passed the personal interview, you must submit all the required documentation to continue the admission process and certify that you meet the requirements of the student profile. After the Admissions Committee, if it is positive, you will be able to register and enrol in the programme you have applied for.
Student's Profile
Our students on the Master's Degree in Digital Marketing, Growth Hacking and eCommerce pursue one common goal: to strenghten and boost their professional careers in the digital sector to become the best possible leaders of today and tomorrow.
Career opportunities
Thanks to this programme, you will be able to boost your professional career as:
- E-commerce Channel Manager
- Online Marketing Manager
- E-commerce Consultant
- Senior Community Manager
- Digital Marketing Manager
- Digital Acquisition Manager
- Social Media Strategist
- Online Sales Manager
- Digital Product Manager
- Project Manager
- Digital Account Manager
- SEO / SEM Consultant
- Marketing Digital Specialist
- Web analyst