★★★★☆
"Aunque el programa se imparte en inglés, el contenido es muy práctico y actualizado. Los proyectos con SEO, SEM, Google Ads, HubSpot y Shopify permiten adquirir experiencia aplicada desde las primeras semanas."
Master'S Degree In Digital Marketing
⭐ PART-TIME
Duración12 months - 60 ECTS
FechasOctubre 2026
Acreditado por
Las Escuelas de Dirección surgieron como respuesta social a las necesidades de formación de profesionales para promover, organizar y conducir las empresas. La sociedad reconoce cumplidamente la función de las empresas como creadoras de empleo, riqueza y potencialidades de todo orden. En consonancia con esta función, la sociedad exige a los directivos un elevado nivel de competencia, profesionalidad y responsabilidad, en armonía con los valores e instituciones de la sociedad a la que sirven. La formación de estos dirigentes de empresas y organizaciones es una tarea social de primer orden. Con este compromiso de dar respuesta corporativa a las exigencias de calidad y servicio en la formación de directivos nace en noviembre de 1989 la Asociación Española de Escuelas de Dirección de Empresas, AEEDE, fundada por algunas de las Escuelas de Dirección con más arraigo y tradición en España.
Descripción del programa
¿A quién va dirigido?
Metodología
Titulación
Salidas profesionales
Temario del curso
Programa formativo011. DIGITAL MARKETING STRATEGY+
In this subject, you will gain a solid understanding of business strategy fundamentals and how digital marketing plans fit into them.
- Business strategy and digital business models using Business Model Navigator tools
- Business ethics and sustainability
- Strategic marketing
- Open Innovation: crowd, lean startup & design thinking
- Market research
- Tools and workshops: Business Model Navigator, Statista, SOSTAC, Design Thinking, Xeerpa, CartoDB
022. DIGITAL PRESENCE – WEB PROJECT+
Establishing a strong and effective digital presence is the first step toward successful digital marketing. In this subject, you will explore both the creative and technical aspects of how to do it right.
You will work on a Real Company Case – Block 2, focused on designing an effective website that enhances digital relevance and aligns with strategic digital objectives. Key topics covered:
- Digital creativity with Figma
- Usability, UX & Analytics
- Digital Project: Website creation using WordPress
- Tools and workshops: Figma, WordPress, and Digital Brand Creation & Management
033. DIGITAL RELEVANCE – SEO & SEM+
Once your digital presence is established, the next step is to optimize your position in search engines and build authority. This subject explores both the strategic and technical aspects of search engine marketing.
You will work on a Real Company Case – Block 3, focused on how to attract sustainable traffic to a website. Key topics covered:
- Search Engine Marketing: SEO
- Digital Project: SEO Optimization
- Search Engine Marketing: SEM
- Digital Project: SEM Campaigns with Google Ads
- Tools and workshops: Similarweb, Google Analytics, Google Search Console, Google Keyword Planner, Screaming Frog, Google PageSpeed, SEO Meta in One Click, SEOquake, and Google Ads
044. CUSTOMER-CENTRIC DATA+
Companies need to understand their customers in real time, which requires developing the right processes and tools to make data work for them. In this subject, you will explore and apply key concepts through the following topics:
- Data privacy and legal compliance
- Business Intelligence: data analytics & technologies
- Customer data–driven management systems
- Digital Project: Marketing automation platforms – Hubspot
- Tools and workshops: Xeerpa, CartoDB, Hubspot
055. LEADERSHIP & MANAGEMENT SKILLS+
The challenges faced by Marketing Directors are increasingly complex across different environments—markets, technologies, and diverse stakeholders. That’s why developing soft skills is essential to gain influence and drive approval for strategic plans. This subject focuses on strengthening those key competencies.
- Communication and leadership
- Critical thinking
066. DIGITAL MARKETING PLAN – STRATEGY, PLANNING & PERFORMANCE+
Creating an effective digital marketing plan—based on solid analysis, clear strategy, and actionable execution—is just the starting point. The plan must also serve as an investment tool that ensures maximum return. In this course, you'll develop the skills to build and control plans with real impact.
- Finance for digital marketing management
- Media planning with Google Display Network (GDN)
- Planning based on a digital platform
077. DIGITAL TRAFFIC+
This subject provides a comprehensive view of how to engage with audiences across the marketing funnel using key digital marketing levers to maximize audience engagement.
You will work on a Real Company Case – Block 7, focused on optimizing the potential of social media platforms.
088. FROM E-COMMERCE TO OMNICHANNEL STRATEGY+
As the program concludes, we turn to one of the most critical areas for any organization: direct sales. This subject covers the fundamental aspects of online sales and channel strategy through the following topics.
You will work on a Real Company Case – Block 8, focused on the key challenges of online selling.
- Channel strategy: moving towards omnichannel
- CRO, operations, and marketplaces
- Digital Project: B2C online store using Shopify
- Tools and workshops: AMZ Product Finder, Keepa, Fakespot AMZ Review, Shopify
099. PROFESSIONAL DEVELOPMENT & NETWORKING+
This subject enhances employability through training activities focused on developing key skills for the professional environment. As part of your learning journey, you will have access to optional knowledge and networking opportunities, selecting—from a curated list of masterclasses, workshops, and events—those that best align with your professional interests and development goals.
This subject also includes active participation in the national Marketing Summit, held at the Madrid Campus, where you will learn from industry experts and connect with fellow participants from all ESIC campuses.
1010. MASTER’S FINAL PROJECT (TFM)+
Development of a digital marketing plan and leadership skills: persuasive communication and conscious leadership.
You will work on a group-based Master’s Final Project, focused on applying and demonstrating the knowledge acquired throughout the academic year. In addition to reinforcing teamwork, this project will allow you to showcase the leadership and persuasive communication skills developed during the program.
Preguntas frecuentes
¿Cuánto dura el programa?
12 months - 60 ECTS
¿Cuándo empieza?
FechasOctubre 2026
¿A quién va dirigido / qué requisitos necesito?
You need a university degree or to demonstrate extensive experience in the field. We recommend requesting more information so that your profile can be thoroughly reviewed and the program that best suits your interests can be suggested.WHO IS THIS MASTER’S DEGREE FOR?This master’s degree is aimed at young professionals …
¿Qué titulación obtengo?
Upon successful completion of the program, you will be awarded the Master’s Degree in Continuous Education in Digital Marketing, issued by ESIC University*. This Master's degree is a non-official qualification and does not grant access to doctoral programs. *ESIC University is an institution officially recognized by th…
¿Cómo es la metodología?
A student-centered model that enhances your personal and professional development through:- Practical application of real business challenges- Soft skills development- Expert faculty guidance- A diverse and international community- Access to all ESIC resources- It includes online materials, self-assessments, personaliz…
Lo que opinan nuestros alumnos
★★★☆☆
"El contenido es muy completo y los profesores aportan una visión internacional. Como aspecto mejorable, habría incluido más sesiones prácticas dedicadas a automatización avanzada y campañas de performance con presupuesto…"
★★★★★
"Me gustó mucho el enfoque orientado a negocio. El desarrollo de casos reales, junto con las herramientas de analítica y marketing digital, me ha ayudado a mejorar mi perfil profesional y a asumir nuevos proyectos en mi e…"
★★★★☆
"Destacaría la combinación entre estrategia, análisis de datos y ejecución de campañas digitales. El trabajo con WordPress, Google Analytics y Meta Ads facilita aplicar los conocimientos en proyectos reales."
★★★★★
"Es una formación muy recomendable para quienes desean desarrollar una carrera internacional en marketing digital. El proyecto final, el networking y el enfoque centrado en resultados aportan una preparación muy completa …"
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