Digital Marketing Management

This programme is designed to provide the necessary knowledge to successfully launch 2.0 initiatives and measure their profitability and impact. Among the programme’s learning objectives are the following:

• To understand the evolution of digital marketing, from its inception to the present.
   
• To discover the digital tools available in different media, their possibilities and limitations, and learn the keys to monitoring digital marketing teams.
   
• To understand conversational marketing as the new paradigm of social marketing.
   
• To develop skills to develop online communities to generate sustainable value.
   
• To analyse various business models to maximise the results of digital actions.
   

The Digital Marketing Management programme is aimed at executives in the areas of marketing, sales, or customer relations who already have marketing know-how in the traditional media and are interested in understanding the changing habits of consumers in the digital media in order to improve the effectiveness of their actions online.
 
It is also of interest to owners, managing directors, managers and business development managers seeking new digital strategies for new avenues of growth and to expand their business horizons.
 

Module 1 - Developing Digital Marketing

• From .com to web 2.0: tools and trends (search engines, SEO, SEM)
• email marketing: from interruption to permission marketing

Module 2 - Social Media Marketing

• General and vertical social networks and brand community development
• Conversational marketing or the new social marketing paradigm
• Strategies for monitoring and influencing consumers (word of mouth)
• Organisational impact and options for the management community
• Measuring profit and return on investment in the social media

Module 3 - Mobile Marketing

• Platforms, tools and trends
• New frontiers: palm-held apps and the power of geo-localisation

In addition, the programme will include input from a guest expert who will illustrate a practical case with examples.
 

Program Director Barcelona

see CV

see CV

Program Director Madrid

see CV

Barcelona

Madrid