Master's Degree in Strategy, Creativity and Digital Marketing (Onsite)

Contents

Strategic Planning of Digital Communication 9 ECTS
Students will work on the fundamentals of advertising communication on the Internet, as well as the basics of strategic planning (consumer analysis, environment, brand, competition, positioning, measurements, and segmentations, etc.) as the first stage of developing advertising campaigns. They will also review current trends in digital communication and put all these concepts into practice in different applied exercises. Finally, they will see the possibilities offered by social platforms (Facebook/Instagram, Twitter, LinkedIn, etc.) for planning campaigns.

Applied Creativity in the Digital Environment 6 ECTS
Students will discover the new reality of creativity in the digital world and its impact on the creative process. First, they will work on different existing creative techniques and theories from reference authors and put them into practice with the Canvas methodology. On the other hand, they will review the steps of the creative process and work on generating creative ideas and communication actions for real brands; both exploiting the potential of new generation media and channels, and projecting brands into the future through the use of technology. Finally, they will learn from the best case studies and understand the keys to evaluating the creativity of advertising messages with good criteria.

Digital Marketing 9 ECTS
During these sessions, students will receive talks from professionals in the form of a conference cycle, showing them the different tools and specific disciplines of digital marketing necessary when planning a communication campaign in digital environments, both from a more technical point of view and personal skills. It is divided into 7 different blocks: social media strategies, mobile and apps, technology applied to digital communication, e-commerce, usability, legislation, and advergaming.

Digital Communication Campaign 6 ECTS
Students will receive a briefing from a real client. Based on this, they will have to develop a digital communication campaign that they will present at the end. During the process, they will have several tutoring sessions (both strategic and creative) and validation of the progress they are making. This campaign will be carried out in groups, which will be formed at the beginning of the course after two group dynamics sessions planned for this purpose.

Fundamentals of Research in Digital Communication 9 ECTS
To achieve a deep understanding of digital communication, students will learn the necessary scientific research tools to develop a rigorous and guaranteed research project on the specific aspect of strategy, creativity, and digital marketing in which they want to specialize. Students will be trained in the basic concepts of scientific research (scientific method, types of methodologies, phases and structure of a research work, professional applications of research, etc.) to consolidate the foundations that they will later apply during the development of their master's final project.

Research with Databases and Documentary Resources 6 ECTS
Students will work in-depth on all the bibliographic resources they have access to as UAB students. They will review some formal aspects, such as the correct citation of various documents (books, articles, videos, websites, social media posts, etc.), and review all the types of documentary sources available: from bibliographic catalogs to international commercial databases, through editorial portals, academic search engines, thesis repositories, etc. In each of these resources, they will perform searches practically to apply the acquired knowledge.

Marketing Data Analysis and Statistical Tools 6 ECTS
Students will acquire the necessary statistical foundations to carry out rigorous quantitative research in the field of marketing and digital communication. They will work on the basic concepts of descriptivestatistics, as well as some quantitative techniques (questio

TCS.Gen.modul 1. Strategy, Creativity and Digital Marketing Tools

TCS.Gen.modul 2. 2nd block

Related programmes

Graduate Diploma in Strategy, Creativity and Digital Marketing (Onsite)
Course in Applied Creativity in the Digital Environment (Onsite)
Course in Digital Marketing (Onsite)
Course in Marketing Data Analysis and Statistical Tools (Onsite)
Course in Research using Data Bases and Documentary Resources (Onsite)
Course in Strategic Planning of Digital Communication (Onsite)

Specific skills

Learning Outcomes:
- KT01: Define fundamental concepts, models, tools, and methodologies of digital marketing; from strategic planning to the execution and measurement of campaigns, including creative processes, market research, and the application of digital technologies.
- KT02: Identify the design and execution process of comprehensive, effective, and personalized digital marketing strategies in the form of advertising campaigns: environment analysis, opportunity identification, objective definition, audience segmentation, channel selection, and optimization based on results.
- KT03: Describe creative processes and different idea generation techniques, and their application to digital marketing in the form of concepts, campaigns, content, and innovative user experiences.
- KT04: Interpret academic research concepts and methodologies, as well as bibliographic resources and statistical data analysis, for the rigorous development of scientific research.
- ST01: Prepare communications clearly, concisely, and persuasively, on complex ideas and concepts for both specialized audiences and more general publics.
- ST02: Produce a wide variety of digital content (texts, graphics, videos) adapted to different platforms and formats, and evaluate their impact.
- ST03: Critically and creatively analyze problem identification, generate innovative ideas, and develop original and effective solutions, while adapting to the constant evolutions of the digital field.
- ST04: Apply a wide range of digital tools and research techniques to collect, process, and transform large volumes of data into relevant information.
- CT01: Develop comprehensive digital communication plans, from the research and planning phase to execution and result measurement.
- CT02: Generate original and disruptive ideas, transform them into concrete and communicable concepts, and adapt them to the real needs of the market and the latest technological trends.
- CT03: Conduct rigorous and systematic research, applying appropriate methodologies and techniques to obtain relevant information, interpret it, and make informed decisions.

Title obtained

Lifelong Learning Master's Degree in Strategy, Creativity and Digital Marketing