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Master in Direct and Digital Marketing

Program curriculum and final degree

Program Curriculum

Module 1: PROJECT DEFINITION

  • Individual projects: selection, milestones and inspiration for business ideas
  • Internal and external analysis, SWOT analysis
  • Create a digital benchmark
  • Business models, income models
  • Business plan structure

Module 2: STRATEGIC PLANNING OF DIGITAL AND RELATIONSHIP MARKETING

  • Structure of a digital and relationship marketing plan
  • Basis of relationship marketing: differential marketing
  • Brand essence and brand meaning
  • Develop brand scope
  • Brand reputation
  • Client-brand relationship
  • Case study: prioritize strategy gaps

Module 3: DATABASE AND CUSTOMER KNOWLEDGE MANAGEMENT

  • Phases of the relationship marketing process. Qualification strategies
  • Role of market research vs databases, lists
  • Databases as a useful tool
  • Segmenting and use of databases
  • Legal framework: LOPD and LSSI

Module 4: MANAGING A BUSINESS' OWN CHANNELS (I): WEBSITE, SEO AND E-COMMERCE

  • Integrating physical and digital channels: continuous commerce
  • Introduction to digital channels: owned / paid/ earned
  • Website: strategic focus, concept, function
  • Website: architecture, usability, look & feel and management
  • Introduction to search engines: key words and search engine mix
  • Organic SEO positioning
  • Introduction to content planning and management
  • E-commerce: new business models and plans
  • E-commerce: key factors for success in an e-shop

Module 5: ATTRACTING LEADS AND TRAFFIC GENERATION

  • Key elements of strategies to attract leads
  • The offer: basic and optional elements
  • Contact push strategies. E-mailing
  • Optimization for web conversions
  • SEM campaign planning
  • Google AdWords seminar
  • Online media planning
  • Financial planning. ROI calculation on the benefits of attracting leads

Module 6: LOYALTY AND SALES STRATEGIES

  • Key elements of a loyalty plan
  • Client retention strategies. Links
  • Sales strategies: upselling, crosselling and MGM
  • Stategies for regaining former clients
  • Measuring loyalty: key indicators
  • Calculating lifetime value and ROI of loyalty

Module 7: MANAGING A BUSINESS' OWN CHANNELS (II): SOCIAL NETWORKS AND MOBILE MARKETING

  • Mobile marketing: roles, management and geolocation
  • Mobile marketing: managing apps for iOS/Android and augmented reality
  • Importance of social media: consumer based strategy
  • Generating social influence in owned media
  • Managing influencers: bloggers, (earned) KOLs
  • Community Management: profiles, functions and channels
  • Community Management: protocols, monitoring and tools

Module 8: CREATIVITY

  • How to create a good briefing
  • From the USP to the creative concept
  • The present and future of website creativity
  • Efficient online formats / creative tendencies around the world

Module: BSM Inside

This module deals with three key skills that future professionals need in order to achieve success in any area, and to quickly and efficiently respond to the constant challenges that emerge in business. The subjects coincide with UPF Barcelona School of Management's key identifying features: analytical capacity, communication and social purpose.

  • Evidence-based management: This subject brings us closer to professional decision making through prudent, clear and precise data analysis. Real life, relevant examples give students an opportunity to discover the manifold opportunities that big data can provide to different professional sectors.
  • Storytelling : In this subject we develop the functions and mechanisms of audiovisual narrative (storytelling) and we apply them to professional communication. We tackle issues such as how to create communications that make an impact (on a personal, project and corporate level) as well as interpersonal communication and team motivation. The goal is to help professionals transmit any idea successfully, with creativity and energy.
  • Ethics and sustainability: Professionals in all sectors have to deal with issues relating to ethics and sustainability throughout their working lives. In this subject, we focus on identifying, analysing and effectively responding to these questions.

Multidisciplinary Contents : ONLINE ANALYSIS AND DASHBOARDS

  • Quantitative and qualitative analysis tools
  • Web tracking analysis
  • Online campaign tracking
  • Measuring in social media
  • Creating dashboards

ECONOMIC PLANNING AND LOOKING FOR FUNDING

  • Creating a P&L statement
  • Calculating how to break even and payback
  • Looking for funding
  • Preparing a pitch to investors

PROFESSIONAL DEVELOPMENT SKILLS (PDS)

  • From self-management of digital identity to personal branding
  • Digital identity workshop
  • Personal leadership
  • Interpersonal communication and high-impact communications
  • Outdoor teambuilding day

INDIVIDUAL PROJECTS

Students' individual projects will be developed throughout the course; based on individual work, class development sessions and presentations to the class. In addition, there will be individual sessions with a mentor, a comparison of projects from students of other masters and a final presentation of the project.

COACHING SESSIONS

Students will have at least one personalized coaching session with one of the master's academic directors.

 

*The information contained herein may be subject to changes.

Final Degree

Master's in Direct and Digital Marketing, issued by the Universidad Pompeu Fabra. To obtain the qualification it is essential to attend class and complete the individual exercises throughout the course. The individual thesis should also be presented satisfactorily.

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