MASTER IN DIGITAL MARKETING AND ANALYTICS + MASTER IN AI FOR BUSINESS

INTRODUCTION

The Master in Digital Marketing and Analytics + Master in AI for Business is designed to provide professionals with a comprehensive education in digital marketing and data analysis, while integrating advanced knowledge in Artificial Intelligence (AI) applications within the business environment. Throughout the program, students will develop expertise in creating and implementing digital marketing strategies, analyzing data to make informed business decisions, and applying AI to optimize marketing efforts and enhance data-driven insights.

The program combines in-depth knowledge of digital marketing with practical skills in AI, preparing students to lead and transform organizations by integrating AI solutions into marketing strategies and analytics. Additionally, the program addresses key aspects of modern business environments, including digital transformation and strategic planning.

Choose to train at ENEB, one of the most prominent distance business schools in Europe, allowing you to train at the highest level from anywhere, with daily support from all professors and tutors.

THREE DIPLOMAS

Upon completing your studies, you will be eligible to receive a double certification awarded by the European Business School of Barcelona, endorsed and certified by Universidad Isabel I:

• Master in Digital Marketing and Analytics + Master in AI for Business
• Business Spanish Program Certificate (optional)

Additionally, you will obtain a Diploma of Specialization in Innovation and Project Management issued by the European Business School of Barcelona. This diploma certifies the acquisition of key competencies in these strategic areas, significantly enhancing your professional profile and improving your employment opportunities in today’s competitive job market.

WHO IS IT FOR?

The Master in Digital Marketing and Analytics + Master in AI for Business is aimed at:

• University graduates in Marketing, Advertising, Communication, Business Administration, and related disciplines who wish to specialize in digital marketing and data analysis.
• Marketing and advertising professionals seeking to update their knowledge and skills in the digital domain and AI applications.
• Entrepreneurs aiming to develop their digital marketing skills and leverage AI to enhance their business.
• Professionals from technology and data analysis fields who wish to specialize in digital marketing and its AI applications.
• Individuals interested in digital marketing who want to acquire advanced skills and knowledge in this field.

OBJECTIVES

The curriculum of the Master in Digital Marketing and Analytics + Master in AI for Business aims to:

• Train students to become experts in digital marketing and data analysis, with a strong focus on AI integration.
• Provide a thorough understanding of digital marketing strategies, including online advertising, search engine optimization, content marketing, email marketing, and social media.
• Teach students how to collect and analyze data to make informed business decisions and apply AI to enhance marketing strategies.
• Offer insights into the latest trends in digital marketing, data analytics, and AI applications.
• Foster critical thinking and problem-solving skills in the context of digital marketing and AI.
• Provide opportunities for internships and valuable business contacts to enhance practical experience and professional networking.

CAREER OPPORTUNITIES

Career opportunities for graduates include:

• Digital Marketing Specialist: Responsible for planning, executing, and monitoring digital marketing strategies to improve a company’s online presence, with a focus on AI-driven insights.
• Marketing Data Analyst: In charge of analyzing marketing data to extract valuable insights and improve marketing strategies using AI tools.
• SEO Specialist: Focused on enhancing a company’s position in search engines by optimizing website content, incorporating AI techniques for better results.
• Digital Marketing Manager: Responsible for leading and coordinating all digital marketing activities of a company, including strategic planning, campaign execution, and performance analysis, with a strong emphasis on AI integration.

ADMISSION

To be eligible for any of our Master’s programs, applicants must meet the following requirements:

• Hold a degree in any field (Bachelor’s, Architecture, Higher or Technical Engineering, Licentiate, Diploma, or equivalent).
• University students currently pursuing a degree or equivalent higher education studies.
• Professionals with career prospects in their current positions.
• If you do not meet any of the above conditions, please contact the school, and the admissions department will evaluate your specific case.

SYLLABUS

The Master in Digital Marketing and Analytics + Master in AI for Business is made up of the following syllabus:

SECTION 1. DIGITAL TRANSFORMATION

• Topic 1. Business digitalization
• Topic 2. Artificial Intelligence (AI)
• Topic 3. The Internet of Things (IoT)
• Topic 4. Blockchain
• Topic 5. Big Data and Business Intelligence (BI)
• Topic 6. Cloud computing
• Topic 7. Industrial automation and robotics
• Topic 8. Cybersecurity

SECTION 2. PROJECT MANAGEMENT

• Topic 1. Project management figure
• Topic 2. Team management
• Topic 3. Team management and communication
• Topic 4. Project management

SECTION 3. WEB POSITIONING

• Topic 1. How to attract customers
• Topic 2. SEO: Organic Optimization
• Topic 3. SEM: Payment optimization
• Topic 4. Automating sales
• Topic 5. Growth hacking
• Topic 6. Marketing automation
• Topic 7. Psychology in marketing

SECTION 4. AGILE METHODOLOGIES

• Topic 1. Product management
• Topic 2. Lean startup
• Topic 3. Agile management

SECTION 5. MARKETING ANALYTICS

• Topic 1. How to optimize your website
• Topic 2. Web traffic management
• Topic 3. Affiliate marketing and its measurement
• Topic 4. Google Data Studio

SECTION 6. MARKETING

• Topic 1. New role of the consumer
• Topic 2. The brand
• Topic 3. The ideal customer
• Topic 4. The customer journey
• Topic 5. Types of marketing

SECTION 7. SOCIAL MEDIA STRATEGY

• Topic 1. Social networks
• Topic 2. Social Media Action Plan
• Topic 3. Social media strategy
• Topic 4. Tools
• Topic 5. Listening to your audience
• Topic 6. Generate sales with your networks

SECTION 8. MARKETING STRATEGY

• Topic 1. Marketing strategy
• Topic 2. The key to marketing
• Topic 3. Market analysis
• Topic 4. Advanced marketing strategy
• Topic 5. Action plan
• Topic 6. Marketing channels
• Topic 7. Target Price

SECTION 9. E-COMMERCE

• Topic 1. Online sales
• Topic 2. Web store
• Topic 3. Mobile applications
• Topic 4. From interested lead to buyer
• Topic 5. Web analytics
• Topic 6. User experience
• Topic 7. Digital campaigns
• Topic 8. Mobile payment
• Topic 9. Landing page

SECTION 10. DATA ANALYSIS AND INTERPRETATION

• Topic 1. Data representation
• Topic 2. Measurements
• Topic 3. Regression and correlation
• Topic 4. Probability
• Topic 5. Distributions
• Topic 6. Confidence intervals
• Topic 7. Introduction to Hypothesis Testing
• Topic 8. Statistics with R

SECTION 11. AI FOR BUSINESS

• Topic 1: Introduction to AI
• Topic 2: How to Apply AI in Your Daily Life
• Topic 3: AI in the workplace
• Topic 4: AI for Finance
• Topic 5: AI for Marketing
• Topic 6: AI for Human Resources
• Topic 7: AI for Operations
• Topic 8: Case Studies
• Topic 9: Future of the AI

SECTION 12. MANAGEMENT SKILLS

• Topic 1. Leadership
• Topic 2. Effective communication
• Topic 3. Coaching
• Topic 4. Empowering teams
• Topic 5. Change management

SECTION 13. DECISION MAKING

• Topic 1. Problem definition
• Topic 2. Selection of criteria and techniques
• Topic 3. Development of alternatives
• Topic 4. Analysis
• Topic 5. Decision
• Topic 6. Action plan
• Topic 7. Examples of problems

SECTION 14. BUSINESS PLAN

• Topic 1. Vision, mission and values
• Topic 2. Strategic plan
• Topic 3. Business model
• Topic 4. Strategic analysis
• Topic 5. Monitoring the strategic plan

SECTION 15. OPERATIONS MANAGEMENT

• Topic 1. Business Strategy
• Topic 2. Operations Management
• Topic 3. Demand
• Topic 4. Product development
• Topic 5. Operating systems
• Topic 6. Process planning and management
• Topic 7. Operational planning
• Topic 8. The human factor in operations management

DISTANCE LEARNING 

METHODOLOGY

Once enrolled, you will be able to access the Virtual Campus with all the academic resources you need, providing continuous communication with other students and professors. You will have access to discussion forums, be able to undertake executive training in English, and connect with all your classmates through the ENEB Campus, among many other possibilities.

EVALUATION

Consistency is a key element in your study plan. Through the self-assessments provided via the Virtual Campus, you will be able to consolidate the knowledge you have acquired.

To pass all subjects, it is essential to submit a final project for each course. Once your team of tutors has evaluated you, you can see your grade on the Virtual Campus. Additionally, you will receive a detailed document via email explaining all the points of your case study.

In the evaluation, your tutors will assess the following aspects:

• Presentation of the exercise, design, visual richness, and spelling.
• Development of the work, complexity of the statement, logic, and coherence in the results obtained in the case study.
• Added value in the analysis and development of the proposed case.

It is important to remember that all self-assessments are voluntary and do not count towards the final grade for each subject.

FINANCING

We help you with financing your studies. We offer three different payment options:

Upfront payment with debit/credit card:

We will give you a 10% direct discount.

Bank transfer:

We offer you the possibility to pay in two installments.

Financed payment in 11 installments:

We finance your studies with no down payment or interest.

GRANTS AND SCHOLARSHIPS

In ENEB, we believe that education should be available to everyone. This is why we have a scholarship system for our Master and Postgraduate students. Vacancies are limited and they are granted in order of enrolment. The list of scholarships is as follows:

Direct Scholarship: Without requirements or limitations in each enrolment period. Get your Direct Scholarship now without administrative procedures.

Scholarship for Academic Excellence: Intended for those students whose academic and professional qualifications have a profile of excellence.

Entrepreneurial Talent Scholarship: Designed for all those entrepreneurs who wish to study a Master’s or Postgraduate degree in order to apply it to their professional career.

Women and Equality Scholarship: Designed for female candidates who want to grow professionally and achieve the highest level of education. In ENEB, we are committed to gender equality and we encourage woman’s integration into the workforce.

Management Scholarship: Intended for all those professionals whose roles of responsibility requires them to continually grow and evolve.

Corporate Scholarship: Intended for all those professionals who want to boost their career and opt for higher positions.

Scholarship for self-employed professionals: Intended for self-employed professional who wish to pursue a Master’s or Postgraduate degree to gain an in-depth knowledge of their sector or to acquire the necessary skills to grow their business.

SMEs Scholarship: Designed for entrepreneurs who wish to increase their knowledge to contribute to the growth of their company.

Scholarship for the unemployed: Intended for all those who wish to pursue further studies in order to re-enter the job market.

Geographical Mobility Scholarship: Intended for all applicants who wish to study from anywhere in the world and thus, acquire a global view of the business world.