digital marketing, social media, la salle campus barcelona

Online Master of Science in Digital Marketing and Social Media Management

This programme is fully practical, and will help you become an expert specialist in the management of analytical, strategic and operational marketing, positioning you to lead the new digital society and economy.

Nid: 22905

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)
Offers the keys to be able to create a website and take into consideration all processes centered in design and adaptation. Optimization and measuring tools are used and Digital Marketing actions will be developed to help 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)
Learn how to build communities and develop a strategic vision of Social Media, designing marketing strategies using social media as basis for the relationship between clients, users, employees and brands.

  • Social Media strategy for brands
  • Inbound marketing and B2B
  • Social Media strategy for companies: LinkedIn and B2B
  • The Customer Journey
  • Employees as Ambassadors
  • Tech Startups: Ecosystem
  • The Metaverse: The Great Inmersive Revolution

Marketing and Social Media II (5 ECTS)
Develop an integrated vision of the implementation of marketing campaigns in the different social media platforms, using channels as influencer marketing to successfully manage the brand.

  • Marketing Strategic Analysis
  • Facebook: Professional Use and New Advertising Formats
  • Instagram & Pinterest: The Power of Image
  • YouTube: Professional Use and New Advertising Formats
  • Twitter: Professional Use and New Advertising Formats
  • The Role of Influencers in Social Media
  • The Hawkers Case
  • Twitch and the Creator Economy

Branded Content in Social Media. The Emotional and Functional Regions of the Brand (5 ECTS)
Subgmerge into the universe of the Internet of people and the Social Web. Learn how to increase participation, collaboration and interaction in the cocreation era. Develop content creativity as key in the relationship with the user community.

  • Creativity in Social Media I: The Environment of Change
  • Creativity in Social Media II: Branded Content
  • Building a Brand
  • Social Media Content Plan
  • Success Case: Clipster
  • Creativity in Social Media
  • Visual Marketing
  • Inbound Marketing Strategies in Social Media

Social Commerce (5 ECTS)
Discover how social media has evolved to become one of the main client conversion and loyalty funnels for brands, focusing in the areas of Social Business and Social eCommerce.

  • Introduction to Social Commerce
  • Paid Media Campaigns in Social Media
  • The Myth of the Conversion Funnel
  • Paid Media and SEO in Social Networks
  • Success Case: Damm
  • Success Case: Salomon & Wilson
  • Success Case: Pronovias

Online Reputation and Social Metrics (5 ECTS)
Lean how to use analytics tools together with the fundamental metrics of each social network. Plan and build social dashboards, to evaluate their turnover and take decisions based on the defined social strategy’s implementation.

  • Online Reputation and Brand Management
  • KPI's and Social Media Metrics
  • Data Visualization

Master's Thesis (10 ECTS)