Master’s Degree in Marketing and Digital Advertising
Learn the digital marketing process in a comprehensive way
The Master's Degree in Digital Marketing and Advertising trains professionals specialized in online marketing, digital advertising and communication, so that they are capable of making strategic and tactical decisions in this market, irrevocably online.
This program, which is taught 100% online, allows students to combine their professional and academic activities without having to travel to the university. Examinations are carried out through the Virtual Campus, as well as the presentations, submission of assignments and even the final defense of the Master's Final Research Project.
The program, which has an employability index of 94% of the graduates, has an internship program in companies that adapts to the personal and professional circumstances of the student.
The structure of the course is oriented so that the student can reconstruct the entire process of online communication and marketing in an integral way: definition of objectives, strategies for the creation of a corporate or commercial website, and development and planning of campaigns.
Thus, the student acquires skills in essential areas such as web analytics, search engine positioning (SEO/SEM), social media management, customer relationship management, mobile marketing, creativity and web design, web architecture and e-commerce. The training program includes learning digital marketing tools such as Hootsuite, Wordpress, Comscore, SocialBakers, Sketch and Figma, among others.
In addition, this official master's degree offers the basic preparation to pass the Google Analytics and Google Adwords certification exams, internationally recognized degrees.
Read +The program has a professional focus aimed at acquiring the advanced knowledge, tools, abilities and skills necessary to successfully carry out the work of marketing and advertising experts in the digital environment. All the professors have accredited professional experience in their teaching area.
In this line of education, the Master's Final Research Project consists of carrying out a complete digital communication plan where the student will have the opportunity to apply the knowledge and skills acquired during the course to a practical case, for which specific lectures will be given, and they will have the personalized assistance of a tutor.
Read Less“The Master's Degree in Digital Marketing and Advertising is an official degree, 100% online, designed to meet the demands of a constantly evolving market. From day one, students engage with practical cases, allowing them to internalize techniques and apply them in real-world scenarios. They learn to process data and, from this, propose targeted marketing strategies that resonate with their desired audiences”.
Tania Brandariz Portela Director of the Master's Degree in Digital Marketing and Advertising
Program with 95% employability
Curriculum
BOE No.6 January 7th 2012
All our degrees and curricula have been prepared in accordance with the new guidelines set by current legislation, having already been verified by the National Agency for Quality Assessment.
The student must complete 60 credits
First Semester 24 ECTS
- 4 ECTS | Online Marketing
- 4 ECTS | Web Architecture
- 4 ECTS | Digital Advertising
- 4 ECTS | Search Engine Optimization: SEO and SEM
- 4 ECTS | Social Media and Content Management
- 2 ECTS | ICT Tools
- 2 ECTS | Web Measurement and Analytics
Second Semester 36 ECTS
- 4 ECTS | Electronic commerce
- 2 ECTS | Mobile Marketing and New Online Trends
- 2 ECTS | Digital Design and Creativity
- 4 ECTS | CRM, Consumer Research and Online Reputation
- 4 ECTS | E-Marketing Strategy and Online Media Planning
- 2 ECTS | Legal Framework, Regulation and Professional Ethics
- 2 ECTS | Affiliate Marketing
- 2 ECTS | Webinar on Analytics in Social Media
- 4 ECTS | External Internship
- 10 ECTS | Final Research Project
Professors
| Profesores Professors | Porcentaje de Doctores Percentage of PhD holders |
| 21 | 71% |
Tania Brandariz Portela
Directora del Máster en Marketing y Publicidad Digital. Profesora.
Director of the Master in Marketing and Digital Advertising. Professor
Inés María Arranz Rodríguez
Profesora de Estrategia de e-marketing y planificación de medios online
Professor of e-marketing strategy and online media planning
Pilar Asín Loscertales
Profesora de CRM, investigador del consumidor y reputación online
Professor of CRM, consumer researcher and online reputation
Gema Barón Dulce
Profesora de CRM, investigador del consumidor y reputación online
Professor of CRM, consumer researcher and online reputation
Jesús María Campos Bouzas
Profesor de Diseño y Creatividad Digital
Professor of Design and Digital Creativity
Antonella Catucci
Profesora de Herramientas TIC
Professor of ICT Tools
Rebeca De Prado Casado
Profesora de Estrategia de e-marketing y planificación de medios online
Professor of e-marketing strategy and online media planning
Raúl del Cuadro Rodríguez
Profesor de Webinario de Analítica en Medios Sociales
Professor of Social Media Analytics Webinar
Sergio García Cabezas
Profesor de Arquitectura Web
Professor of Web Architecture
Sergio González Piñeiro
Profesor de Marketing de Afiliación
Professor of Affiliate Marketing
Manuel Martín Esparza
Profesor de Medición y Analítica Web y Posicionamiento en buscadores SEO/SEM
Professor of Web Measurement and Analytics SEO / SEM search engine positioning
Eglée Ortega Fernández
Profesora de Marketing online
Professor of Online Marketing
Fernando Miguel Pérez Penas
Profesor de Social media y content management
Professor of Social Media and Content Management
Victoria Isabel Moreno Gil
Profesora
Professor
José Santiago Pérez Sotelo
Profesor de Arquitectura Web
Professor of Web Architecture
Mª del Mar Ramos Rodríguez
Coordinadora de Prácticas Externas de la FCA
FCA Internship Coordinator
Juana Rubio Romero
Profesora de Trabajo de Fin de Máster
Professor of Master's Thesis
Beatriz Sanjurjo Rebollo
Profesora de Marco jurídico, regulación y ética profesional
Professor of Legal framework, regulation and professional ethics
Pavel Sidorenko Bautista
Profesor de Publicidad Digital
Professor of Digital Advertising
Ignacio Somalo Peciña
Profesor de Comercio Electrónico
Professor of E-commerce
Fernando Toledano Cuervas-Mons
Profesor de Diseño y Creatividad Digital
Professor of Design and Digital Creativity
Carolina Zamora Escribano
Profesora de Mobile Marketing y nuevas tendencias online
Professor of Mobile Marketing and new online trends
More Academic Information
Official Degree:Master's Degree in Marketing and Digital Advertising
Accredited Degree
Center responsible:School of Communication and Arts
Branch of knowledge: Social and Legal Sciences
Available places: 150
Type of Education: Online
Academic year in which it was implemented: 2011
Languages: Spanish / English
Duration: 1 year
University Services: [+info]
Competences
Specific competences- Possess, understand and know how to apply the advanced concepts of marketing and commerce through the Internet and new technologies, and its connection with the company's global marketing strategies.
- Know, understand and know how to professionally apply the way in which relations with consumers take place in the interactive digital environment, as well as the potential of the Internet as a source of information and knowledge about the consumer.
- Possess, understand and know how to apply the advanced concepts of affiliate marketing, the business model they represent and the possible strategic approaches to operate in this medium.
- Possess, understand and correctly apply advanced knowledge on the elements that intervene in the purchase / sale of goods and services through the Internet and new digital technologies.
- Understand and know how to apply the principles and approaches of construction / branding strategies and branding in the online environment.
- Acquire and demonstrate having a strategic mentality in order to apply it to the selection of digital media, knowing how to design the strategy, selecting agents and interpreting and developing online media plans.
- Possess, understand and know how to apply the advanced concepts of digital advertising and know how to implement online advertising actions based on objectives and strategies.
- Possess, understand and know how to apply SEO and SEM concepts and techniques for online positioning.
- Understand and know how to apply advanced concepts about social media marketing techniques and the creation of links with the consumer.
- Understand and know how to apply the latest trends in the brand-consumer relationship through marketing on mobile devices and new emerging media.
- Know how to implement, communicate and effectively present the strategy and marketing campaign and digital advertising.
- Master’s Degree in Marketing and Digital Advertising Accredited Master’s Degree Reserve a place.
- Know and be able to apply correctly the specialized concepts about web design and architecture oriented to marketing and digital commercial communication.
- Know the main variables of measurement of results in the online environment and be able to effectively use the tools available in the medium.
- Possess, understand and know how to apply knowledge about the commercial research methods specific to the online medium, applying both quantitative and qualitative research techniques.
- Know and understand the possibilities offered by new technologies, especially web 2.0 and 3.0 as a means of relating to and learning from the consumer.
- Know and understand the specific foundations of the legal system, the regulatory framework and professional ethics in the online environment.
- Possess, understand and know how to apply the fundamental and advanced concepts and techniques of social communication research, both from a scientific perspective and from its application to business projects.
- Know how to plan and implement a comprehensive digital communication plan.
- Know how to communicate and present the topics related to their specific areas of knowledge in professional, academic, scientific and general society environments.
- Apply the knowledge acquired in the context of organizations and companies, as well as especially in the field of commercial communication and the digital environment.
- Solve problems and make effective decisions when faced with problems and situations of a high competitive level.
- Integrate the knowledge acquired and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social, economic and ethical aspects.
- Communicate the conclusions and the knowledge and ultimate reasons that support them in a clear and effective way to both specialized and non-specialized publics.
- Possess the learning skills that allow them to continue studying in a way that will have to be largely self-directed or autonomous, in order to be above the technological challenges.
- Possess the learning skills that allow them to start an academic career in the area of knowledge of Communication and Arts, after having developed a professional career for one year, if that is their desire.
- Demonstrate that they know how to work effectively in a team.
- Demonstrate great sensitivity in the development of their professional and / or academic work, in compliance with current regulations at both Spanish and European level, codes of good practice, self-control criteria, promotion of women's equality, of disabled people, the protection of children and, in general, the principles contained in the Spanish Constitution and the values of the Culture of Peace.
- Demonstrate having acquired the general and specific competencies of the program.
- Apply in practice the knowledge acquired in the program during the development of the professional activity.
Online Study
MethodologyThe teaching system will be carried out entirely through the Virtual Campus, accessible from the Internet through the remote computer platform currently in use at the University.
Nebrija Platforms
Access to the Virtual Campus
At the beginning of the course, the student is given, via online (email and downloadable material from the website), the general documentation of the Master's Degree that will include:
- Information for all subjects.
- General agenda.
- List of professors.
- General teaching methodology.
- Description of the type of documents that are published.
- Basic contact information, telephone numbers, e-mail addresses, telephone service hours, etc.
Along with this general documentation and also electronically, the student will be provided with a didactic guide for each subject, which includes:
- Detailed program of the subject and the competencies the student will achieve when finished.
- Detailed set of learning activities, papers to be submitted, grading criteria in the ordinary and extraordinary examination session, bibliography and recommended links.
- Location and detailed mechanisms of online/pone tutoring with the professor.
- Exam dates, paper submission dates.
- Any other information and necessary orientation in order to follow the subject.
This material will be accessible at all times through the Virtual Campus, whose main page has all the subjects in which the student is enrolled, organized by semester.
Each subject is coordinated by a tutor, who is responsible for setting the educational itineraries and providing students, through the Virtual Campus, all the necessary material to take the course.
Each subject's Virtual Campus is organized in a structure of folders for communication, documentation, notices, etc. of the educational e-learning projects. The platform also offers a series of essential tools for online learning, such as forums, videoconferencing, the submission of papers, and the repositories of documents for the dissemination of notes among students. Additionally, it incorporates tools such as surveys and exercises that allow interaction with the students to see their progress level in the subject.
The teaching of the subjects is structured into educational itineraries, which are learning sequences programmed by the tutor according to the contents of the subject, dividing it into modules (chapters) and stages. The educational itinerary not only includes documents, but can also include any of the tools offered by the Virtual Campus platform, so that the elements of the itinerary can be exercises, group work, participation in forums, surveys or any other element of the campus.
The tutor controls the progress of the students, knowing at all times what documents they have read and how much time they have devoted to it, being able to establish -for example- mandatory milestones, so that if the student has not passed a test, he/she cannot access the rest of the formative itinerary.
In addition to the material available on the campus, group tutoring will be scheduled on a regular basis and on previously set days, and be carried out through videoconferencing and webinar systems. Teachers are permanently accessible by email with a maximum delay of 48 hours. They will also be available for telephone assistance on the schedules and days previously set for each subject.
The publication of documentation is distributed throughout the course, in several deliveries corresponding to the various modules and stages of learning, so that the student assimilates the subject matter gradually. Each of these publications of teaching material will be composed of various types of documents:
- Theoretical contents of the subject. Each didactic unit (module or stage) explains a complete unit of the subject. Its content, in great extension and depth, includes complementary information on concepts, definitions, bibliography and web links of interest.
- Exams and follow-up tests. The results will be published on the platform.
- Exercises and proposed work that the student must complete and deliver to the professor by electronically and he/she will correct and evaluate them. The work deals with the contents of the subject and its application to problems, examples and case studies.
Upon the publication of each documentation, the tutor will inform the students of the deadline for submission of each of the exercises and proposed work, which will normally be three or four weeks after the publication of the corresponding contents.
Course evaluation system:
Although the evaluation system may vary depending on the particular characteristics of each subject, in general, the evaluation system is structured around the following elements:
- Participation in forums and other activities programmed through the virtual campus.
- Follow-up tests.
- Practical tests or evaluation work.
- Final in-person exam or project (not in-person).
The final exams of each subject can consist of both an exam and the presentation of a project submitted by telematic means.
In the final grade of the subject, the grade of said final exam is weighted with the rest of the evaluation elements as indicated in the Learning Guide of each subject.
The specific percentages of weighting in each subject appear in the documentation delivered to the student at the beginning of the course.
All grades will be accessible via Internet, in the student's private section.
Evaluation system of the Master's Degree Final Research Project:
The Master’s degree Final Research Project consists in the creation of a digital marketing plan that must be defended via telepresence before a Tribunal.
Said Tribunal will be made up of professors of the Master's degree and relevant professionals of the sector.
The reading and defense of the Final Master's degree project will take place in July or September, depending on the period of completion of the internship and can only be done once the rest of the subjects of the Curriculum have been passed.
The evaluation will consider both the individual work, embodied in the written and audiovisual document containing the proposal (80% of the final grade), and the oral presentation before the Tribunal (20% of the final grade).
Awards to Global Campus Nebrija
Access and admission
4.2. Access and Admision
As established in article 16 and 17 of RD 1393/2007 of October 29, which establishes the organization of official university studies, in order to access the official master's degree studies one must have an official Spanish university degree or another issued by an institution of higher education of the European Higher Education Area that grants access to Master's degrees in the country issuing said degree.
Likewise, according to the aforementioned article, access will also be granted to graduates of educational systems outside the European Higher Education Area, without the need for homologation of their degrees, after verification by the University that they accredit a level of education equivalent to the corresponding official Spanish university degrees, and that they grant access to postgraduate studies in the country issuing the degrees. Access by this means will not imply, in any case, the homologation of the interested party's previous degree, nor its recognition for other purposes than that of studying the Master's degree.
For this Master's Degree, the Bachelor's Degree or Undergraduate Degree in Advertising and Public Relations, Bachelor's Degree in Business Administration and Management, Bachelor's Degree in Journalism and Bachelor's Degree in Audiovisual Communication will be especially valued.
The admission process to the Master's degree begins by sending the following documentation by post or courier to the Postgraduate Admissions Section:
- Completed Admission Application
- Updated Curriculum Vitae
- Photocopy of the DNI (only Spanish candidates) or passport (only foreign candidates)
- Photocopy of the Academic Record/Transcript (complete or in the last year studied of the university degree)
- Four color passport-size photographs
- Document that proves the candidate has an Intermediate Level in English (for Spanish speakers) or Spanish (for non-Spanish speakers)
Once the documentation has been received and it has been verified that the submitted degree grants access to the Master's degree, as established in arts. 15 and 16 of Royal Decree 1393/2007, the candidates take the proficiency test of their chosen program.
The tests are taken remotely, and consist of an aptitude test with which assess the student's maturity and the reasons that lead him/her to study here, and a specific test for the chosen program. The Admissions Commission analyzes the results and the documentation submitted by the candidate and approves or rejects the application. The candidate receives written information about their admission, about the process of formalizing their enrollment in the Program and about the final documentation that must be submitted, duly legalized.
Also, the Admissions Commission, made up of those responsible for the Department itself, the Registrar's Office and the Department of University Development, is responsible for proposing to the University Rector the granting of student status for those candidates whose suitability has been verified.
The weighting of these admission tests is specified below:
- Academic Record of previous studies: 50%
- Aptitude test: 20%
- Admission test to the master's program: 30%
After registering, the candidate goes on to formalize their enrollment, choosing the subjects online and completing the required information.
Throughout the process, the candidate is permanently in contact with the Department of University Development and with the academic heads of the Program, who can answer any questions.
Employability
Career Opportunities
The teaching staff of the School of Communication and Arts is formed by professionals from each field of specialization, who carry out a teaching method based on the conviction that what we learn, we learn by doing it.
The integration with the profession is based on the incorporation of professionals as associate professors in each program, in a teaching methodology inspired by the learning by doing proposal which carries over into the experiential aspect in the classrooms and into the activities of academic extension.
The program trains students to pursue professions such as
Internships
Nebrija University has signed a Collaboration Agreement on training practices and employment with nearly 3,000 companies and institutions, to promote practical training for all its students and the approach to the professional environment and first job of university graduates.
These are some of the companies that students of the Master's Degree in Marketing and Digital Advertising can opt for in order to carry out their internships and come fully into contact with the professional field:
University Life in Marketing y Publicidad Digital
Masterclass by Juan Cenoz, creative director of the VCCP agency
The creative director of the multinational agency presented to our Bachelor's students the advertising and branding success story of O2, Telefónica group's brand, for which he is responsible at VCCP [Read more]
Target Senior: Oportunidad de oro
En colaboración con la Silver Academy de PresidenteX, esta iniciativa pretende formar a nuestros estudiantes sobre el Target Senior (consumidores a partir de 55 años), el que más crece en número y que concentra el mayor poder de compra.
- Fecha: Lunes 13 de noviembre
- Lugar: Salón de actos del Campus de Princesa - Universidad Nebrija (presencial)
- Hora: 09:30 a 11:00 horas
XX Touched
Once again, the students of Nebrija University award the best campaigns of the year, for excellence and recognition to the most outstanding protagonists of the sector, in an edition that was attended by Luis Bassat, Toni Segarra and Concha Wert.
Nebrija Event Awards
Los alumnos del Grado en Comunicación Corporativa, Protocolo y Organización de Eventos organizan un año más Nebrija Event Awards. Un punto de encuentro entre los profesionales del sector y el futuro en la organización de eventos.
Investiture ceremony of Toni Segarra as Doctor Honoris Causa
At the proposal of the School of Communication and Arts, Nebrija University has invested publicist Toni Segarra as Doctor Honoris Causa. Considered one of the best copywriters of his generation, the author of mythical slogans such as “¿Te gusta conducir?” (Do you like to drive?) and “Bienvenido a la República Independiente de tu casa” (Welcome to the Independent Republic of your home), he was honored for his vital contribution to advertising language.
