Specialize in digital marketing management with a high-level program in which you will find the latest and most relevant information in this field" 

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class center for intensive managerial skills education.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success"

At TECH Global University

Innovation

The university offers an online learning model that balances the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system. 

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives prepared each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent.

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea.

TECH students represent more than 200 different nationalities.  

Learn with the best

In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (postgraduate learning methodology with the best international valuation) with the Case Study. Tradition and vanguard in a difficult balance, and in the context of the most demanding educational itinerary. 

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.   

At TECH, you will have access to the most rigorous and up-to-date case analyses in academia” 

The Advanced master’s degree MBA in Digital Marketing Management is a tailor-made program that is taught in a 100% online format so that you can choose the time and place that best suits your availability, schedule and interests. A program that takes place over 24 months and is intended to be a unique and stimulating experience that lays the foundation for your success as a digital marketing manager. 

The skills and competencies that you acquire when you complete a program of this type are fundamental. Therefore, you should not miss the opportunity to specialize in TECH" 

Syllabus

The Advanced master’s degree MBA in Digital Marketing Management of TECH Global University is an intensive program that prepares you to face challenges and business decisions at both national and international levels. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments. 

Throughout 3,000 hours of study, you will analyze a multitude of practical cases through individual work, achieving contextual learning that you will be able to apply to your daily practice. It is, therefore, an authentic immersion in real business situations.  

This Advanced master’s degree MBA in Digital Marketing Management deals in depth with the main areas of the company, and is designed for managers to understand digital marketing management from a strategic, international and innovative perspective. 

A plan designed for you, focused on improving your career and preparing you to achieve excellence in leadership and business management. A program that understands both yours and your company's needs through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations, creatively and efficiently.  

This program takes place over 24 months and is divided into 22 modules:

Module 1. Leadership, Ethics, and CSR.
Module 2. Strategic Direction and Executive Management
Module 3. People and Talent Management
Module 4. Economic and Financial Management
Module 5. Operations and Logistics Management
Module 6. Information Systems Management  
Module 7. Commercial Management, Marketing and Corporate Communication
Module 8. Innovation and Project Management
Module 9. Digital Marketing and E-Commerce
Module 10. Digital Marketing Strategy
Module 11. Inbound Marketing
Module 12. Entrepreneurship
Module 13. Performance Marketing
Module 14. Search Engine Marketing and Search Engine Optimization (SEO)
Module 15. Search Engine Marketing (SEM)
Module 16. Conversion Optimization
Module 17. Social Media and Community Management
Module 18. Designing the User Experience Strategy
Module 19. Mobile e-Commerce
Module 20. Web Analytics and Marketing Analytics
Module 21. Data Science and Big Data
Module 22. e-Commerce and Shopify

Where, When and How is it Taught?

TECH offers you the possibility of taking this program completely online. Throughout the 24 months of training, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.  

Module 1. Leadership, Ethics, and CSR.

1.1. Globalization and Governance  

1.1.1. Globalization and Trends: Market Internationalization
1.1.2. Economic Environment and Corporate Governance
1.1.3. Accountability

1.2. Leadership

1.2.1. Intercultural Environment
1.2.2. Leadership and Business Management
1.2.2. Management Roles and Responsibilities

1.3. Business ethics   

1.3.1. Ethics and Integrity
1.3.2. Ethical Behavior in Companies
1.3.3. Deontology, Codes of Ethics and Codes of Conduct
1.3.4. Fraud and Corruption Prevention

1.4. Sustainability 

1.4.1. Business and Sustainable Development
1.4.2. Social, Environmental, and Economic Impact 
1.4.3. The 2030 Agenda and the SDGs

1.5.     Corporate Social Responsibility 
1.5.1.    Corporate Social Responsibility
1.5.2.    Roles and Responsibilities
1.5.3.    Implementing Corporate Social Responsibility

1.5. Corporate Social Responsibility 

1.5.1. Corporate Social Responsibility
1.5.2. Roles and Responsibilities
1.5.3. Implementing Corporate Social Responsibility

Module 2. Strategic Direction and Executive Management

2.1. Organizational Analysis and Design

2.1.1. Organizational Culture
2.1.2. Organisational analysis
2.1.3. Designing the Organizational Structure

2.2. Corporate Strategy 

2.2.1. Corporate-Level Strategy
2.2.2. Types of Corporate-Level Strategies
2.2.2. Determining the Corporate Strategy
2.2.3. Corporate Strategy and Reputational Image 

2.3. Strategic Planning and Strategy Formulation

2.3.1. Strategic Thinking
2.3.2. Strategic Planning and Formulation
2.3.3. Sustainability and Corporate Strategy

2.4. Strategy Models and Patterns

2.4.1. Wealth, Value, and Return on Investments 
2.4.2. Corporate Strategy: Methods
2.4.3. Growing and Consolidating the Corporate Strategy

2.5. Strategic Management

2.5.1. Strategic Mission, Vision, and Values
2.5.2. The Balanced Scorecard
2.5.3. Analyzing, Monitoring, and Evaluating the Corporate Strategy
2.5.4. Strategic Management and Reporting

2.6. Implementing and Executing Strategy

2.6.1. Implementing the Strategy: Objectives, Actions, and Impacts
2.6.2. Supervision and Strategic Alignment
2.6.3. Continuous Improvement Approach

2.7. Executive Management

2.7.1. Integrating Functional Strategies into the Global Business Strategies
2.7.2. Management Policy and Processes
2.7.3. Knowledge Management

2.8. Analyzing and Solving Cases/Problems 

2.8.1. Problem Solving Methodology
2.8.2. Case Method 
2.8.3. Positioning and Decision-Making

Module 3. People and Talent Management

3.1. Organizational Behavior

3.1.1. Organizational Theory
3.1.2. Key Factors for Change in Organizations
3.1.3. Corporate Strategies, Types, and Knowledge Management

3.2. Strategic People Management

3.2.1. Job Design, Recruitment, and Selection
3.2.2. Human Resources Strategic Plan: Design and Implementation
3.2.3. Job Analysis: Design and Selection of People
3.2.4. Training and Professional Development

3.3. Management and Leadership Development

3.3.1. Management Skills: 21st Century Skills and Abilities
3.3.2. Non-Managerial Skills
3.3.3. Map of Skills and Abilities
3.3.4. Leadership and People Management

3.4. Change Management

3.4.1. Performance Analysis
3.4.2. Strategic Approach
3.4.3. Change Management: Key Factors, Process Design and Management
3.4.4. Continuous Improvement Approach

3.5. Negotiation and Conflict Management  

3.5.1. Negotiation Objectives: Differentiating Elements
3.5.2. Effective Negotiation Techniques
3.5.3. Conflicts: Factors and Types
3.5.4. Efficient Conflict Management: Negotiation and Communication

3.6. Executive Communication

3.6.1. Performance Analysis
3.6.2. Leading Change. Resistance to Change
3.6.3. Managing Change Processes
3.6.4. Managing Multicultural Teams

3.7. Team Management and People Performance

3.7.1. Multicultural and Multidisciplinary Environment
3.7.2. Team and People Management
3.7.3. Coaching and People Performance
3.7.4. Executive Meetings: Planning and Time Management

3.8. Knowledge and Talent Management

3.8.1. Identifying Knowledge and Talent in Organizations   
3.8.2. Corporate Knowledge and Talent Management Models  
3.8.3. Creativity and Innovation

Module 4. Economic and Financial Management

4.1. Economic Environment

4.1.1. Organizational Theory  
4.1.2. Key Factors for Change in Organizations  
4.1.3. Corporate Strategies, Types, and Knowledge Management

4.2. Executive Accounting

4.2.1. International Accounting Framework
4.2.2. Introduction to the Accounting Cycle
4.2.3. Company Financial Statements
4.2.4. Analysis of Financial Statements: Decision-Making

4.3. Budget and Management Control

4.3.1. Budgetary Planning  
4.3.2. Management Control: Design and Objectives  
4.3.3. Supervision and Reporting  

4.4. Corporate Tax Responsibility

4.4.1. Corporate Tax Responsibility
4.4.2. Tax Procedure: Case-Country Approach

4.5. Corporate Control Systems

4.5.1. Types of Control  
4.5.2. Regulatory Compliance   
4.5.3. Internal Auditing  
4.5.4. External Auditing

4.6. Financial Management  

4.6.1. Introduction to Financial Management  
4.6.2. Financial Management and Corporate Strategy    
4.6.3. Chief Financial Officer (CFO): Managerial Skills

4.7. Financial Planning

4.7.1. Business Models and Financing Needs
4.7.2. Financial Analysis Tools
4.7.3. Short-Term Financial Planning
4.7.4. Long-Term Financial Planning

4.8. Corporate Financial Strategy

4.8.1. Corporate Financial Investments
4.8.2. Strategic Growth: Types

4.9. Macroeconomic Context

4.9.1. Macroeconomic Analysis  
4.9.2. Economic Indicators  
4.9.3. Economic Cycle  

4.10. Strategic Financing 

4.10.1. Banking Business: Current Environment  
4.10.2. Risk Analysis and Management

4.11. Money and Capital Markets 

4.11.1. Fixed Income Market  
4.11.2. Equity Market  
4.11.3. Valuation of Companies  

4.12. Analyzing and Solving Cases/Problems

4.12.1. Problem Solving Methodology
4.12.2. Case Method

Module 5.  Operations and Logistics Management 

5.1. Operations Management

5.1.1. Define the Operations Strategy 
5.1.2. Supply Chain Planning and Control
5.1.3. Indicator Systems

5.2. Purchasing Management 

5.2.1. Stock Management
5.2.2. Warehouse Management
5.2.3. Purchasing and Procurement Management

5.3. Supply Chain Management (1)

5.3.1. Costs and Efficiency of the Operations Chain
5.3.2. Change in Demand Patterns
5.3.3. Change in Operations Strategy

5.4. Supply Chain Management (2). Implementation

5.4.1. Lean Manufacturing/Lean Thinking
4.4.2. Logistics Management
5.4.3. Purchasing

5.5. Logistical Processes

5.5.1. Organization and Management by Processes  
5.5.2. Procurement, Production, Distribution   
5.5.3. Quality, Quality Costs, and Tools  
5.5.4. After-Sales Service.

5.6. Logistics and Customers 

5.6.1. Demand Analysis and Forecasting   
5.6.2. Sales Forecasting and Planning
5.6.3. Collaborative Planning, Forecasting, and Replacement

5.7. International Logistics

5.7.1. Customs, Export and Import processes
5.7.2. Methods and Means of International Payment
5.7.3. International Logistics Platforms

5.8. Competing through Operations 

5.8.1. Innovation in Operations as a Competitive Advantage in the Company
5.8.2. Emerging Technologies and Sciences
5.8.3. Information Systems in Operations

Module 6. Information Systems Management 

6.1. Information Systems Management

6.1.1. Business Information Systems
6.1.2. Strategic Decisions
6.1.3. The Role of the CIO

6.2. Information Technology and Business Strategy 

6.2.1. Company and Industry Sector Analysis
6.2.2. Online Business Models
6.2.3. The Value of IT in a Company

6.3. IS Strategic Planning  

6.3.1. The Process of Strategic Planning   
6.3.2. Formulating the IS Strategy
6.3.3. Strategy Implementation Plan

6.4. Information Systems and Business Intelligence

6.4.1. CRM and Business Intelligence
6.4.2. Business Intelligence Project Management
6.4.3.  Business Intelligence Architecture

6.5. New ICT-Based Business Models

6.5.1. Technology-Based Business Models
6.5.2. Innovation Abilities
6.5.3. Redesigning the Value Chain Processes

6.6. E-Commerce

6.6.1. E-Commerce Strategic Plan
6.6.2. Logistics Management and Customer Service in E-Commerce.
6.6.3. E-Commerce as an Opportunity for Internationalization

6.7. E-Business Strategies

6.7.1. Social Media Strategies
6.7.2. Optimizing Service Channels and Customer Support
6.7.3. Digital Regulation

6.8. Digital Business  

6.8.1. Mobile e-Commerce
6.8.2. Design and Usability
6.8.3. E-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communication 

7.1. Commercial Management 

7.1.1. Sales Management
7.1.2. Commercial Strategy
7.1.3. Sales and Negotiation Techniques
7.1.4. Management of Sales Teams

7.2. Marketing

7.2.1. Marketing and the Impact on the Company  
7.2.2. Basic Marketing Variables  
7.2.3. Marketing Plan  

7.3. Strategic Marketing Management

7.3.1. Sources of Innovation
7.3.2. Current Trends in Marketing  
7.3.3. Marketing Tools  
7.3.4. Marketing Strategy and Communication with Customers

7. 4. Digital Marketing Strategy 

7.4.1. Approach to Digital Marketing   
7.4.2. Digital Marketing Tools    
7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy

7.5.1. Positioning and Promotion  
7.5.2. Public Relations   
7.5.3. Sales and Communication Strategy

7.6. Corporate Communication

7.6.1. Internal and External Communication  
7.6.2. Communication Departments  
7.6.3. Communication Managers: Managerial Skills and Responsibilities

7.7. Corporate Communication Strategy

7.7.1. Corporate Communication Strategy    
7.7.2. Communication Plan  
7.7.3. Press Release/Clipping/Publicity Writing

Module 8. Innovation and Project Management

8.1. Innovation

8.1.1. Macro Concept of Innovation  
8.1.2. Types of Innovation  
8.1.3. Continuous and Discontinuous Innovation  
8.1.4. Training and Innovation  

8.2. Innovation Strategy

8.2.1. Innovation and Corporate Strategy  
8.2.2. Global Innovation Project: Design and Management   
8.2.3. Innovation Workshops  

8.3. Business Model Design and Validation

8.3.1. The Lean Startup Methodology  
8.3.2. Innovative Business Initiative: Stages  
8.3.3. Financing Arrangements  
8.3.4. Model Tools: Empathy Map, Canvas Model, and Metrics  
8.3.5. Growth and Loyalty  

8.4. Project Management

8.4.1. Innovation Opportunities   
8.4.2. Feasibility Study and Proposal Specification  
8.4.3. Project Definition and Design  
8.4.4. Project Execution  
8.4.5. Project Closure

Module 9. Digital Marketing and E-Commerce

9.1. Digital Marketing and e-Commerce

9.1.1. The Digital Economy and the Sharing Economy
9.1.2. Trends and Social Changes in Consumers
9.1.3. Digital Transformation of Traditional Companies
9.1.4. The Roles of the Chief Digital Officer

9.2. Digital Strategy

9.2.1. Segmentation and Positioning in the Competitive Context
9.2.2. New Marketing Strategies for Products and Services
9.2.3. From Innovation to Cash Flow

9.3. Technology Strategy

9.3.1. Basic Concepts of Web Development
9.3.2. Hosting and Cloud Computing
9.3.3. Content Management Systems (CMS)
9.3.4. Formats and Digital Media
9.3.5. Technological e-Commerce Platforms

9.4. Digital Regulation

9.4.1. Privacy Policy and Personal Data Protection Act
9.4.2. Fake Profiles and Fake Followers
9.4.3. Legal Aspects of Marketing, Advertising, and Digital Content

9.5. Online Market Research

9.5.1. Quantitative Research Tools in Online Markets
9.5.2. Dynamic Qualitative Customer Research Tools

9.6. Online Agencies, Media and Channels

9.6.1. Integral, Creative and Online Agencies
9.6.2. Traditional and New Media
9.6.3. Online Channels
9.6.4. Other Digital Players

Module 10. Digital Marketing Strategy

10.1. Managing Digital Business

10.1.1. Competitive Strategy in the Face of the Growing Digitalization of the Media
10.1.2. Designing and Creating a Digital Marketing Plan
10.1.3. Digital Media Planning and Contracting
10.1.4. ROI Analysis in a Digital Marketing Plan

10.2. Digital Marketing to Reinforce a Brand

10.2.1. Branded Content and Storytelling
10.2.2. Hypersegmentation
10.2.3. Videomarketing
10.2.4. Social Sales

10.3. Defining the Digital Marketing Strategy

10.3.1. Closed Loop Marketing
10.3.2. Continuous Loop Marketing
10.3.3. Multichannel Marketing

10.4. Digital Marketing to Attract and Retain Customers

10.4.1. Hypersegmentation and Micro-Localization
10.4.2. Loyalty and Engagement Strategies using the Internet
10.4.3. Visitor Relationship Management

10.5. Digital Marketing Trends

10.5.1. Remarketing
10.5.2. Digital Neuromarketing
10.5.3. Avatar Marketing
10.5.4. Bluecasting

10.6. Managing Digital Campaigns

10.6.1. Display Advertising and Rich Media
10.6.2. Multi-Platform, Multi-Segment, Multi-Personalization Campaigns
10.6.3. Advertising on Digital Television

10.7. Online Marketing Plan

10.7.1. Online Research
10.7.2. Creating an Online Marketing Plan
10.7.3. Configuration and Activation
10.7.4. Launch and Management

10.8. Blended Marketing

10.8.1. Integrating on and off actions
10.8.2. Personalize and Segment
10.8.3. Improve the User Experience

Module 11. Inbound Marketing

11.1. The Definition of Inbound Marketing 

11.1.1. Effective Inbound Marketing
11.1.2. The Benefits of Inbound Marketing
11.1.3. Measuring the Success of Inbound Marketing

11.2. Target Research

11.2.1. Consumer Intent Modelling and Buyer Personas
11.2.2. Customer Journey Mapping
11.2.3. Content Strategy

11.3. Content Optimization 

11.3.1. Content Optimization for Search Engines
11.3.2. Recycling and Content Improvement

11.4. Content Creation

11.4.1. User and Brand Generated Content
11.4.2. Opportunity Blogging
11.4.3. Video and Other Formats

11.5. Content Dynamization

11.5.1. Influencers
11.5.2. Blogger Outreach
11.5.3. Paid Content Seeding 

11.6. Conversion

11.6.1. Lead Capturing and CRO
11.6.2. Lead Nurturing and Marketing Automation

Module 12. Entrepreneurship

12.1. Innovation Methodology and Knowledge Society

12.1.1. Design Thinking
12.1.2. The Blue Ocean Strategy
12.1.3. Collaborative Innovation
12.1.4. Open Innovation

12.2. Strategic Innovation Intelligence

12.2.1. Technology Monitoring
12.2.2. Technology Foresight
12.2.3. Coolhunting

12.3. Entrepreneurship and Innovation

12.3.1. Strategies to Search for Business Opportunities
12.3.2. Assessing the Feasibility of New Projects
12.3.3. Innovation Management Systems
12.3.4. Entrepreneur Soft Skills

12.4. Project Management

12.4.1. Agile Development
12.4.2. Lean Management in Startups
12.4.3. Project Tracking and Project Steering

12.5. Business Plan 

12.5.1. Business Plan in the Digital Era
12.5.2. Value Proposition Model

12.6. Financing Startups

12.6.1. Seed Phase: Financial Funds and Subsidies
12.6.2. Startup Phase: Business Angels
12.6.3. Growth Phase: Venture Capital
12.6.4. Consolidation Phase. IPO

Module 13. Performance Marketing

13.1. Permission Marketing

13.1.1. How to Obtain a Users Permission?
13.1.2. Personalizing the Message
13.1.3. Mail Confirmation or Double Opt-in

13.2. Strategy and Performance Techniques

13.2.1. Performance Marketing: Results
13.2.2. Digital Media Mix
13.2.3. The Importance of the Funnel

13.3. Programmatic Marketing and RTB

13.3.1. RTB: Real-Time Planning and Purchasing.
13.3.2. Programmatic Purchasing Ecosystem
13.3.3. How to Integrate RTB into the Media Mix
13.3.4. Keys to RTB on Different Devices

13.4. Affiliate Campaign Development

13.4.1. Agencies and Affiliate Programs
13.4.2. Postview
13.4.3. Designing Affiliate Programs

13.5. Launching an Affiliate Program

13.5.1. Affiliation and Direct Affiliation Networks
13.5.2. Results Analysis and Monitoring
13.5.3. Fraud Control

13.6. Developing E-Mail Campaigns

13.6.1. Designing E-Mail Marketing Campaigns
13.6.2. E-mail Marketing
13.6.3. Lists of Subscribers, Leads, and Customers

13.7. E-Mail Marketing Tools and Resources

13.7.1. Acumbamail
13.7.2. Mailchimp
13.7.3. Templates
13.7.4. Inbox Inspection

13.8. Online Writing for E-Mail Marketing Campaigns

13.8.1. How to Create Good Headlines
13.8.2. Writing Content for Newsletters
13.8.3. Calls to Action in Newsletters

13.9. Display and Campaign Optimization

13.9.1. Advertising, Persuasive Communication
13.9.2. Behavioral Targeting, Re-Targeting, Re-Messaging 
13.9.3. Affiliation
13.9.4. Campaign Preparation

13.10. E-Mail Marketing Metrics

13.10.1. List Metrics
13.10.2. Newsletter Delivery Metrics
13.10.3. Conversion Metrics

Module 14. Search Engine Marketing and Search Engine Optimization (SEO)

14.1. How Search Engines Work

14.1.1. Indicators and Indexes
14.1.2. Algorithms
14.1.3. SEO and Corporate Branding

14.2. Fundamental Variables of SEO

14.2.1. Indexability
14.2.2. Contents
14.2.3. Popularity 

14.3.  SEO Analysis

14.3.1. Determining KPIs
14.3.2. Generating Scripts and Alerts
14.3.3. Optimization of Images, Videos and Other Elements

14.4. Linkbuilding

14.4.1. Ways of Carrying Out Effective Linkbuilding
14.4.2. Link Baiting
14.4.3. Link Audits
14.4.4. Penalties

14.5. App Store Optimization 

14.5.1. App Indexing
14.5.2. App Visibility on Search Engines
14.5.3. Measuring the Visibility of Search Engine Apps

14.6. Technical SEO

14.6.1. Web Performance Optimization
14.6.2. Real Time and Content
14.6.3. Relevant Tagging and Headers
14.6.4. Advanced WPO Techniques

14.7. SEO and e-Commerce

14.7.1. Conversion Rate Optimization
14.7.2. Google WebMaster Tools
14.7.3. Social Proof and Viralization
14.7.4. Navigation and Indexability

14.8. Integration in an Online Marketing Plan

14.8.1. Metrics and Impact
14.8.2. Web Analytics
14.8.3. Other Monitoring Tools

Module 15. Search Engine Marketing (SEM)

15.1. Keyword Hunting for SEM

15.1.1. Adwords Keyword Tool
15.1.2. Google Suggest
15.1.3. Insights for Search
15.1.4. GoogleTrends

15.2. SEM and Google Adwords 

15.2.1. Google Shopping
15.2.2. Google Display Network
15.2.3. Google AdWords Mobile
15.2.4. YouTube Advertising

15.3. Google Products

15.3.1. Google Products Integrated in Adwords
15.3.2. Product Extensions vs Product Ads
15.3.3. Google Shopping and Local
15.3.4. Google Merchant

15.4. Pay-Per-Click and SEM

15.4.1. Search and Display
15.4.2. Creating PPC Campaigns
15.4.3. Tracking Conversions

15.5. Facebook Ads

15.5.1. PPC/PPF (Pay-Per-Fan) Adverts
15.5.2. Creating Facebook Ads
15.5.3. Facebook Power Editor
15.5.4. Campaign Optimization

15.6. Other PPC Platforms.

15.6.1. Twitter Ads
15.6.2. LinkedIn
15.6.3. Baldu
15.6.4. Yandex

15.7. Strategy in SEM

15.7.1. Quality Score
15.7.2. CPC Bidding
15.7.3. Site Links

15.8. Measurement in SEM

15.8.1. KPIs
15.8.2. Impressions, Clicks, Conversions
15.8.3. Revenue, ROI, CPA

Module 16. Conversion Optimization

16.1. Introduction to Conversion Rate Optimization

16.1.1. Purchase Cycle and Elements of Online Behavior
16.1.2. Fundamentals of Neuromarketing
16.1.3. Usability vs. Persuasion

16.2. CRO Methodology

16.2.1. Scientific Method
16.2.2. Conversion Pyramid
16.2.3. The CRO Process

16.3. Web Analytics and CRO

16.3.1. Qualitative Analysis
16.3.2. Behavior Analysis
16.3.3. Business and User Objectives

16.4. User Experience y Conversion Rate Optimization

16.4.1. Lean and User Experience
16.4.2. Wireframing
16.4.3. Persuasive Copy

16.5. CRO and Psychology

16.5.1. Neuromarketing
16.5.2. Web Design and Neuromarketing
16.5.3. Learning, Memory, and Emotions

16.6. Behavioral Economics

16.6.1. Decision Factors
16.6.2. Motivation and Anchoring
16.6.3. The Role of the Unconscious

16.7. Experimentation in CRO

16.7.1. A/B vs Multivariates
16.7.2. Testing Tools
16.7.3. Implementation and Execution

16.8. CRO in e-Commerce

16.8.1. E-Commerce and CRO
16.8.2. The E-Commerce Funnel
16.8.3. Processes to Optimize

Module 17. Social Media and Community Management

17.1. Web 2.0 or the Social Web

17.1.1. Organization in the Age of Conversation
17.1.2. Web 2.0 Is All About People
17.1.3. New Environments, New Content

17.2. Digital Communication and Reputation

17.2.1. Crisis Management and Online Corporate Reputation
17.2.2. Online Reputation Report
17.2.3. Etiquette and Good Practices on Social Networks
17.2.4. Branding and Networking 2.0

17.3. General, Professional, and Microblogging Platforms

17.3.1. Facebook.
17.3.2. LinkedIn
17.3.3. Twitter

17.4. Video, Image, and Mobility Platforms

17.4.1. YouTube
17.4.2. Instagram
17.4.3. Flickr
17.4.4. Vimeo
17.4.5. Pinterest

17.5. Corporate Blogging

17.5.1. How to Create a Blog
17.5.2. Content Marketing Strategy
17.5.3. How to Create a Content Plan for Your Blog
17.5.4. Content Curation Strategy

17.6. Social Media Strategies

17.6.1. Corporate Communication Plan 2.0
17.6.2. Corporate PR and Social Media
17.6.3. Analysis and Evaluation of Results

17.7. Community Management

17.7.1. Functions, Duties, and Responsibilities of the Community Manager
17.7.2. Social Media Manager
17.7.3. Social Media Strategist

17.8. Social Media Plan

17.8.1. Designing a Social Media Plan
17.8.2. Defining the Strategy to Be Followed in Each Medium
17.8.3. Contingency Protocol in Case of Crisis

Module 18. Designing the User Experience Strategy

18.1. UX Design

18.1.1. Information Architecture
18.1.2. SEO and Analytics for UX
18.1.3. Landing Pages

18.2. Technical Terms in UX Design

18.2.1. Wireframe and Components
18.2.2. Interaction Pattern and Navigation Flow
18.2.3. User Profile
18.2.4. Process and Process Funnel

18.3. Research

18.3.1. Research in Interface Design Projects
18.3.2. Qualitative and Quantitative Approach
18.3.3. Announce the Results of the Research

18.4. Digital Design 

18.4.1. Digital Prototype
18.4.2. Axure and Responsive
18.4.3. Interaction Design and Visual Design

18.5. User Experience 

18.5.1. User Focused Design Methodology
18.5.2. User Research Techniques
18.5.3. Involve the Customer in the Process
18.5.4. Shopping Experience Management

18.6. Designing the User Experience Strategy

18.6.1. Content Trees
18.6.2. High-Fidelity Wireframes
18.6.3. Component Maps
18.6.4. Usability Guides

18.7. Usability Evaluation

18.7.1. Usability Evaluation Techniques
18.7.2. Data Visualization
18.7.3. Presenting Data

18.8. Customer Value and Customer Experience Management

18.8.1. Use of Narratives and Storytelling
18.8.2. Co-Marketing as a Strategy
18.8.3. Content Marketing Management
18.8.4. The ROI of Customer Experience Management

Module 19. Mobile e-Commerce

19.1. Mobile Marketing

19.1.1. New Consumption and Mobility Habits
19.1.2. The SoLoMo Model
19.1.3. The 4 Ps of the Marketing Mix in Mobility

19.2. Mobile Technology

19.2.1. Mobile Operators
19.2.2. Mobile Devices and Operating Systems
19.2.3. Mobile Applications and WebApps
19.2.4. Sensors and Integration with the Physical World

19.3. Trends in Mobile Marketing

19.3.1. Mobile Publishing
19.3.2. Advergaming and Gamification
19.3.3. Mobile Geolocalization
19.3.4. Augmented Reality

19.4. Mobile User Behavior

19.4.1. New Search Habits on Mobile Devices
19.4.2. Multi-Screen
19.4.3. Mobile as a Purchasing Driver
19.4.4. ASO, Mobile User Acquisition and Loyalty.

19.5. User Interface and Shopping Experience

19.5.1. m-Commerce Rules and Platforms.
19.5.2. Omnichannel
19.5.3. Mobile & Proximity Marketing
19.5.4. Gap between Consumer and Advertiser
19.5.5. Mobile Commerce Content Managers

19.6. Apps and Purchases

19.6.1. Designing Mobile Commerce Apps
19.6.2. App Stores
19.6.3. App Marketing for Customer Loyalty
19.6.4. App Marketing for eCommerce

19.7. Mobile Payments

19.7.1. Value Chain and Business Models of Mobile Payment Methods
19.7.2. Keys to Improve UX in Mobile Payment
19.7.3. Positioning Strategies in the Mobile Payments Market
19.7.4. Fraud Management

19.8. Mobile Analytics

19.8.1. Mobile Measurement and Analysis Methodologies
19.8.2. Mobile Metrics: Main KPIs
19.8.3. Profitability Analysis
19.8.4. Mobile Analytics

19.9. Mobile Commerce

19.9.1. Services
19.9.2. Applications
19.9.3. Mobile Social Shopping

19.10. Mobile Social Media Applications

19.10.1. Integrating Cell Phones into Social Networks
19.10.2. Mobility, Relationship, Ubiquity and Publicity
19.10.3. Facebook Places
19.10.4. Geolocation, Mobile Directories, Online Recommendations and Shopping

Module 20. Web Analytics and Marketing Analytics

20.1. Web Analysis

20.1.1. The Fundamentals of Web Analytics
20.1.2. Classic Media vs Digital Media
20.1.3. The Web Analyst's Basic Methodology

20.2. Google Analytics

20.2.1. Configuring an Account
20.2.2. Javascript Tracking API
20.2.3. Customized Reports and Segments

20.3. Qualitative Analysis

20.3.1. Research Techniques Applied in Web Analytics
20.3.2. Customer Journey
20.3.3. Purchase Funnel

20.4. Digital Metrics

20.4.1. Basic Metrics.
20.4.2. Ratios
20.4.3. Setting Objectives and KPIs

20.5. Acquisition and Marketing Analytics

20.5.1. ROI
20.5.2. ROAS
20.5.3. CLV

20.6. Strategy Analysis Areas

20.6.1. Web Traffic Acquisition
20.6.2. Activation
20.6.3. Conversion
20.6.4. Loyalty

20.7. Data Science and Big Data

20.7.1. Business Intelligence
20.7.2. Methodology and Analysis of Large Volumes of Data
20.7.3. Data Extraction, Processing, and Loading.

20.8. Application Programming Interface (API)

20.8.1. APIs and Google Analytics
20.8.2. Query Explorer
20.8.3. Supermetrics Functions

20.9. Data Visualization

20.9.1. Viewing and Interpreting Dashboards
20.9.2. Converting Data into a Value
20.9.3. Integrating Sources
20.9.4. Presenting Reports

20.10. Web Analytics Tools 

20.10.1. Technological Basis of WA Tools
20.10.2. Logs and Tags
20.10.3. Basic and Ad-hoc Labeling

Module 21. Data Science and Big Data

21.1. Data Science and Big Data

21.1.1. Impact of Big Data and Data Science on Business Strategy
21.1.2. Introduction to Command Line
21.1.3. Data Science Problems and Solutions

21.2. Data Hacking Languages

21.2.1. SQL Databases
21.2.2. Introduction to Python
21.2.3. Programming in R

21.3. Statistics

21.3.1. Introduction to Statistics
21.3.2. Linear and Logistic Regression
21.3.3. PCA and Clustering

21.4. Machine Learning

21.4.1. Model Selection and Regularization
21.4.2. Random Trees and Forests
21.4.3. Processing Natural Language

21.5. Big Data

21.5.1. Hadoop
21.5.2. Spark
21.5.3. Collaborative Recommendation and Filtering Systems

21.6. Data Science Success Stories

21.6.1. Customer Segmentation Using the RFM Model
21.6.2. Experiment Design Application
21.6.3. Supply Chain Value: Forecasting
21.6.4. Business Intelligence

21.7. Hybrid Architectures in Big Data

21.7.1. Lambda Architecture
21.7.2. Kappa Architecture
21.7.3. Apache Flink and Practical Implementations
21.7.4. Amazon Web Services

21.8. Big Data in the Cloud

21.8.1. AWS: Kinesis
21.8.2. AWS: DynamosDB
21.8.3. Google Cloud Computing
21.8.4. Google BigQuery

Module 22. e-Commerce and Shopify

22.1. Digital e-Commerce Management

22.1.1. New e-Commerce Business Models
22.1.2. Planning and Developing an e-Commerce Strategic Plan
22.1.3. Technological Structure in e-Commerce

22.2. e-Commerce Operations and Logistics

22.2.1. How to Manage Fulfillment
22.2.2. Digital Point-of-Sale Management.
22.2.3. Contact Center Management
22.2.4. Automation in Management and Monitoring Processes

22.3. Implementing e-Commerce Techniques

22.3.1. Social Media and Integration in the E-Commerce Plan.
22.3.2. Multichannel Strategy
22.3.3. Personalizing Dashboards

22.4. Digital Pricing

22.4.1. Online Payment Methods and Payment Gateways
22.4.2. Electronic Promotions
22.4.3. Digital Price Timing
22.4.4. e-Auctions

22.5. From e-Commerce to m-Commerce and s-Commerce

22.5.1. e-Marketplace Business Models.
22.5.2. s-Commerce and Brand Experience
22.5.3. Purchase via Mobile Devices

22.6. Customer Intelligence: from e-CRM to s-CRM

22.6.1. Integrating the Consumer in the Value Chain
22.6.2. Online Research and Loyalty Techniques
22.6.3. Planning a Customer Relationship Management Strategy

22.7. Digital Marketing Trade

22.7.1. Cross Merchandising
22.7.2. Designing and Managing Facebook Ads Campaigns
22.7.3. Designing and Managing Google Adwords Campaigns

22.8. Online Marketing for e-Commerce

22.8.1. Inbound Marketing
22.8.2. Display and Programmatic Purchasing
22.8.3. Communication Plan

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