Graduate Specialisation Program in Digital Marketing

Graduate Specialisation Program in Digital Marketing

This course aims to allow students to plan, manage, create and evaluate digital marketing strategies according to customer needs in order to enhance the presence of organizations in the digital environment. Students also acquire skills that allow them to design, manage, publish, and monitor textual, graphic and video content on various digital communication platforms.

Learning objectives (knowledge, skills and competences) to be developed by students:

• Know online consumer behavior and identify trends.
• Recognize the key elements and challenges of managing brands online.
• Know the steps that allow structuring a digital marketing plan.
• Understand the development of websites and mobile applications in the influence of the online user experience.
• Build a content marketing strategy for different channels and target audiences.
• Understand the fundamentals of visual language in the creation of graphic content, photographs and videos.
• Know how to advertise on different platforms, such as search engines, social networks, websites and digital markets.
• Plan and build authority on social media.
• Plan efficient ways to collect data at all touchpoints with digital customers and use tools to process that data, gain insights and demonstrate results.
• Apply the knowledge obtained through the creation of a digital marketing plan in a real business context.