Master of Science in Marketing and Social Media Management

Marketing and Digital Advertising I (5 ECTS)
Set up the baseline of markeing strategically and tactically, as well as its evolution towards digital marketing, getting to know the multiplicity of digital communication policies and associated tools.

• Strategic Levels and Blended Marketing
• The Digital Marketing Plan
• The Market and the Digital Consumer
• Search Engine Optimization (SEO)
• Introduction to Digital Advertising
• Planning Campaigns and the Media Plan

Marketing and Digital Advertising II (5 ECTS)
Focused in three main blocks: mobile apps where optimization processes, formats and campaigns are analyzed; digital advertising, deepening on the planning of campaigns; and 360º audiences through the integration of brand channels.

• Campaign Tracking
• Mobile Design and Optimization (APP)
• Mobile Marketing Actions
• Inbound Marketing
• 360º Web Analytics. Campaign Analytics
• Reporting
• Juridical Aspects of Digital Marketing
• Digital Transformation

Web Design and Optimisation (5 ECTS)
It offers the keys for the student to be able to create a website and take into account all the processes focused on design and adaptation. Optimisation and measurement tools such as web analytics are used and digital marketing actions will be carried out that will help to improve sales and increase ROI.

• Basic Tech Concepts
• Site Creation
• User Experience
• Web Analytics
• Web Optimization
• E-mail marketing
• Search Engine Marketing (SEM)

Marketing and eCommerce (5 ECTS)
You will familiarize with the world of electronic commerce and its main concepts. Going over the different business models, necessary tools and practical improvements to develop and manage successfully an eCommerce business.

• Introduction to Electonic Commerce
• Main eCommerce Platforms
• B2B Marketing and eCommerce
• Loyalty in the B2B Context
• eCommerce Logistics and Operations
• Payment Management and Fraud in eCommerce
• Price Comparison Engines and Marketplaces
• Omnichannel Strategies

Tools for Digital Marketing (5 ECTS)
Ensure the sucess of your campaigns through good planning, execution and analysis, learning how to use practically the tools of digital marketing to take data-driven decisions.

• Conversion Rate Optimization (CRO)
• SEO Content
• Dashboard
• Google Tag Manager
• Social Media Campaign Construction
• Analysis and Tracking
• Cookieless Technologies
• Customer Relationship Management (CRM) and Customer Data Platforms (CDP)

Marketing and Social Media I (5 ECTS)
It provides students with the concepts and knowledge on how to build and have a strategic vision in Social Media. How to design a marketing strategy using social networks as the basic axis of the relationship between clients, users, employees and brands.

• Social Media strategy for companies: the Social Media Plan
• Strategic analysis in Digital Marketing
• Social Media strategy for companies: Linkedin
• Professional use and new advertising formats: Twitter

Marketing and Social Media II (5 ECTS)
Provides students with a complete overview of the implementation of marketing campaigns on the different social networks, using channels such as influencer marketing to successfully manage the brand.

• Facebook: Professional use and new advertising formats
• Instagram and Pinterest: the power of image
• The Role of influencers in Social Media
• The Social Media Content Plan
• YouTube and its professional use
• Inbound marketing
• Success stories in Social Media 1
• Success stories in Social Media 2

Branded Content and Transmedia Communication (5 ECTS)
It provides students with a vision of the internet of people, the social web, the promotion of participation and collaboration, sharing... We are in the era of co-creation. Creativity and content through social media has become for many companies the main axis of their relationship strategy with their community of users.

• Creativity in Social Media
• Branded Content: The construction of content in Social Media
• Branded Content: Content and new audiovisual formats
• Brand building
• Viralisation strategies of a branded content campaign
• Visual marketing
• Case studies in Social Media: the Clipsterbcn case
• The customer journey

Social Commerce (5 ECTS)
It gives the student the vision of how social networks have become one of the main conversion and customer loyalty funnels for brands. Social Media is above all Social Business and Social eCommerce.

• Introduction to Social Commerce
• Paid Media Campaigns in Social Media
• Customer acquisition in Social Media: SEO and Paid Media
• B2B Marketing and Social Media
• Tech startups: creation, funding and ecosystem
• The myth of the conversion funnel
• Digital strategy in campaigns
• Twitch and the Creator Economy

Social Metrics: KPI in Social Media (5 ECTS)
It provides students with the concepts and knowledge about analytical tools and the main metrics to take into account in each social network. How to build a social dashboard, to be able to evaluate the return and make decisions based on the measurement of results of the implementation of the defined social strategy.

• Online Reputation: how to monitor, track, index and measure conversations
• How to calculate ROI in Social Networks
• Building the dashboard for Social Media decision making 1
• Building the dashboard for Social Media decision making 2
• Social Media Analytics: measuring results. The Basic KPIs
• Employees as brand ambassadors in Social Media
• Case study 1
• Case study 2

Social Media Plan (Final Project) (10 ECTS)