Master of Science in Marketing and Social Media Management (in English)

Digital Marketing and Advertising (5 ECTS)

• It offers comprehensive training in key strategies, tools, and trends essential for succeeding in a dynamic and constantly evolving digital environment. Throughout the course, students acquire both theoretical knowledge and practical skills to design, implement, and optimise digital marketing plans, with particular emphasis on the integration of emerging technologies such as Artificial Intelligence (AI).
• The programme provides a broad understanding of the digital ecosystem, addressing core areas such as SEO, SEM, online advertising, and media planning. This module equips students to face the challenges of contemporary marketing through an analytical and strategic approach, aligned with current market demands.

Artificial intelligence applied to digital marketing (5 ECTS)

• It analyses the impact and application of artificial intelligence across key strategic areas of digital marketing, including personalisation, process automation, and campaign optimisation.
• The module offers a holistic perspective on how artificial intelligence is transforming the marketing landscape, combining theoretical foundations with a practical approach. Through the analysis of real-world case studies, the use of advanced tools, and the development of innovative strategies, students acquire the skills required to take on leadership roles in a dynamic, complex, and ever-evolving digital environment.

Web analytics (5 ECTS)

• It provides a comprehensive understanding of how to collect, analyse, and interpret digital data to support informed decision-making.
• Students will learn to use advanced tools such as Google Tag Manager and Google Analytics to optimise website performance.
• The module examines how artificial intelligence has revolutionised web analytics, enhancing user experience and performance across all digital channels.
• It focuses on the design of effective, data-driven strategies and the optimisation of digital presence.
• The knowledge acquired enables students to address the challenges of a dynamic and constantly evolving digital environment with a strategic mindset.

Marketing and Ecommerce (5 ECTS)

• It offers a comprehensive 360º overview of e-commerce, integrating the strategic, operational, and technological pillars that underpin it.
• The course combines theory and practice to address the design of effective strategies, the management of digital platforms, and the optimisation of logistical processes.
• Students will engage with key tools and real-world case studies to develop a thorough understanding of the e-commerce ecosystem.
• Particular emphasis is placed on the use of artificial intelligence as a driver of innovation and competitive advantage.
• The course also explores the main trends that are currently transforming the digital marketplace.

Digital marketing tools (5 ECTS)

• It presents a comprehensive view of the strategies and technologies that drive marketing in digital environments, incorporating key aspects to develop skills aligned with current market demands.
• The course focuses on understanding how to attract, retain, and analyse customers through the use of advanced digital tools.
• Students will learn to design and implement data-driven strategies, optimising each stage of the customer journey.
• In addition, the course fosters adaptability in response to the constant technological and regulatory changes within the sector.

Artificial intelligence applied to social networks (5 ECTS)

• This course explores how artificial intelligence is revolutionising the creation and management of content on social media platforms.
• Students will learn to generate automated and personalised texts, images, and videos tailored to different audiences and channels.
• They will work with AI tools and models to optimise posts and maximise reach, engagement, and loyalty.
• Through practical case studies, students will develop strategies that integrate technological innovation with a creative and ethical approach.
• AI is presented here as a key resource for transforming communication in digital environments.

Marketing and social networks (5 ECTS)

• It offers a strategic perspective on the use of social media in marketing.
• Students will learn to design plans that connect with customers, users, and brands, integrating social platforms as a key channel in digital engagement.
• The course delves into the role of social media as a driver of innovation, visibility, and brand positioning.
• It provides practical tools for building a strong and coherent presence aligned with brand objectives.

Digital creativity on social media (5 ECTS)

• Creativity is positioned as the central axis of digital strategy in social media.
• Students explore the social web as a space for participation, collaboration, and co-creation, which is key to the relationship between brands and communities
• They will learn to design innovative content that resonates with audiences and strengthens the connection with users.
• The course analyses trends, emerging formats, and the role of creativity as a driver of innovation in social media.

Social Commerce (5 ECTS)

• This course provides advanced training in performance strategies and advertising on social media, with a particular emphasis on social ads and social commerce.
• Students develop skills to design conversion-focused campaigns, using specialised tools to manage and optimise adverts on key platforms such as Meta, TikTok, or LinkedIn.
• Furthermore, a critical perspective on emerging trends is encouraged, fostering innovation and adaptability in a constantly evolving digital environment.
• Through a practical approach, students gain hands-on experience in creating effective commercial strategies for social media.

Marketing Intelligence and Social Media Analytics (5 ECTS)

• This course trains students in the strategic analysis of data applied to digital marketing and social media.
• Using tools and visualization techniques, they will learn to define KPIs, build dashboards, and extract insights to guide decision-making.
• In an increasingly data-driven environment, the course provides the necessary skills to interpret relevant metrics, manage reputational crises, and apply analytics to brand positioning, thereby integrating a data-based marketing approach.

Master's Thesis (10 ECTS)

• The Master’s Final Project (MFP) integrates all the knowledge acquired throughout the programme, applying it to real business cases.
• It is structured around two projects: a Digital Marketing Plan and a Social Media Plan, developed collaboratively with the support of specialised tutors. Each project culminates in the submission of a report and a presentation before an academic panel, assessing both teamwork and individual contribution.