MBA in Digital Communication

The skills required to be successful in the dynamic field of communication have been drastically redefined by the constant changes and evolution of digital media over recent years. Professionals in this field are required to coordinate increasingly complex campaigns that stretch over a vast range of communication channels, all of which are interconnected and greatly impact an organization’s reputation and success. This program will provide students with the digital skills and strategic thinking required to create and effectively manage an organization’s communication plan as well as its messages, digital media strategy, and planning. Students will also gain skills in creative thinking and public speaking.

Degree Awarded

• A university MBA degree awarded by Universidad Católica San Antonio de Murcia (UCAM), (título propio), a state-recognized university in Spain.
• An MBA degree from EU Business School Switzerland which is internationally accredited by ACBSP, IACBE, IQA, and certified by Educa.

Why Barcelona?

Studying for an MBA in Digital Communication in Barcelona allows students to expand their business knowledge in one of the world’s most advanced smart cities. Entrepreneurs and innovators are nurtured and cultivated in this forward-thinking city, which attracts outstanding tech talent and innovative startups, of which there are currently more than 1,900. Barcelona is also home to some of the world’s largest multinational companies, including Airbnb, Amazon, and the Siemens Innovation Center.

This diverse and cosmopolitan city on the Mediterranean coast boasts almost five kilometers of golden beaches and provides students with excellent opportunities for sports activities and socializing. Famously home to FC Barcelona, it also has a wide array of cultural offerings including museums, UNESCO-listed monuments, and architectural gems from the city’s most celebrated son, Antoni Gaudí.

The MBA in Digital Communication (90 ECTS) is a one-year, three-term degree. Students complete five to six course modules per term which are combined with seminars, company visits, guest speaker sessions, and case studies among others. To graduate, students must complete a management research methods module and a dissertation. This program is also available as a two-year, six-term, part-time degree.

Year 1

Term 1 (18 Ch | 23 Ects)

• Transformational Management & Leadership
• Organizational Behavior
• Financial Reporting & Analysis
• Marketing in a Digital World
• Data Analysis for Managers
• Negotiation
• Consulting Lab
• Business Immersion Week

Term 2 (21 Ch | 27 Ects)

• Corporate Finance
• People & Talent Management
• Global Economics for Managers
• Strategy & Decision Making
• Management Information Systems
• Communication for Success
• Legal Issues & Business Ethics
• Business Immersion Week
• Business Strategy Simulation

Term 3 (15 Ch | 20 Ects)

• Public Speaking & Public Communications in a Digital Era
• Stakeholders Digital Communication Strategy
• Organizational Digital Communication Strategy
• Digital Media Strategy, Planning & Law
• Leveraging Brand Value in a Digital Context

Graduation (Requirements)

Dissertation

Learning Outcomes

The MBA in Digital Communication is designed to provide students with a fundamental understanding of business and the relevant and contemporary professional skills needed by marketing and communication professionals in today’s digital world. Students will learn effective strategic decision-making within the realm of contemporary marketing and communication.

• Explore an integrated marketing plan as a key component of a business plan
• Present oral and written reports based on experience
• Discover how mutually beneficial relationships are made in business
• Support decision-making with cost-volume-profit relationships and incremental analysis.

Credits: 90 ECTS

Degree Awarded

• A university-specific master’s degree (título propio) awarded by Universidad Católica San Antonio de Murcia (UCAM), Spain.
• A Certificate in Advanced Studies from EU Business School Switzerland.

Learning Outcomes

This program prepares students for positions in public relations, advertising, marketing and communication, among others, where they will be required to stay ahead of consumer behavior trends. Students will also:

• Explore a marketing plan as a key component of a business plan.
• Present oral and written reports based on experience.
• Discover how mutually beneficial relationships are made in business.
• Support decision-making with cost-volume-profit relationships and incremental analysis.

The MBA with a major in Digital Communication provides students with business skills as well as advanced knowledge in the communications and public relations arena. Graduates of this MBA program may be interested in the following careers.

Head of Corporate Communication

The head of corporate communication is responsible for an organization’s external communication. These professionals are tasked with writing and editing corporate materials on behalf of top management including press releases on financial information. They ensure that company messages are uniform for coherence and credibility and are key in crisis and reputation management. They may become the organization’s spokesperson and represent top management at events. Marketing and advertising managers may check with this professional to ensure the alignment of messages. Internal communication may also fall under the responsibility of this professional.

These professionals are excellent written and oral communicators with strong interpersonal skills. They are confident presenters.

Fundraising Manager

Fundraising managers are responsible for gathering funds from the public and donors, they have good communication and interpersonal skills. They may contact key figures to fund actions and oversee fundraising activities and volunteers. They will manage strict accounts of money received to ensure that they meet reporting standards. They are also tasked with writing fundraising applications and bids.

Fundraising managers possess excellent communication, presentation, and interpersonal skills. They are highly organized.

Director of Public Relations

Directors of public relations are responsible for creating and overseeing the implementation of strategies to establish, promote, and maintain a positive image of an organization. These professionals form relationships with key figures in government, media, and the public to ensure that a company has support for its activities. Public relations will monitor public opinion and take action to ensure that it is positive. As opposed to advertising, they will take advantage of an organization’s news and activities to promote the company without payment. Event management may fall within this area.

Directors of public relations are skilled communicators and presenters. They have strong interpersonal and organizational skills.

Media Director

Media directors will ensure the optimal media mix for an organization’s paid advertising activities to achieve the organization’s objectives. In charge of large budgets across off- and online media platforms, these professionals plan and select media outlets that best suit the organization’s objectives and target audience. They are tasked with negotiating with media sellers and should have sound analytical skills when defining the media plan and analyzing performance. They will coordinate with the marketing department for advertising materials and to know the key activities to be promoted throughout the year and will report results to management.

Media directors have strong analytical, numerical, negotiation, and reporting skills.

Areas of Work

The MBA with a major in Digital Communication provides students with business knowledge and the necessary skill set to work in the field of communication and public relations. Graduates of this MBA program may be interested in working in the following sectors and/or professional areas.

• Communication in Nonprofit
• Communication in Government
• Crisis Management
• Digital Communications

Three terms/one year (full time) or six terms/two years (part time)