Presencial en Madrid | Barcelona | Valencia | Sevilla | Zaragoza | Otras sedes
12 months - 60 ECTS
Octubre 2026
The goal of the Master´s Degree in Digital Marketing is to enhance your professional competitiveness through the most comprehensive training in digital marketing. Experience a hands-on learning journey focused on real digital projects covering key areas such as digital strategy, online positioning, data management supported by technology, the strategic use of social media, and E-commerce geared towards omnichannel integration.
The program prepares you to lead digital marketing with a strategic vision, manage data-driven processes across organizations, make decisions based on business impact, and fully review all digital marketing disciplines structured along the sales funnel, ensuring a customer-centric perspective.
You will also develop leadership and management skills to grow within any organization and establish yourself as a leading professional in the field.
Why should you study Digital Marketing?
In recent years, the digitization of critical processes in companies has accelerated in order to become more competitive, and in some cases, profound digital transformations affecting business models are being driven.
Internationalization
- After the pandemic, business processes have been redesigned to deliver an excellent and omnichannel customer experience. This requires agile, data-driven decisions — the true value of this transformation.
Technology
- New technologies are creating unprecedented competitive advantages, requiring talent with strong digital marketing skills. New roles are emerging, profiles are becoming more specialized, and processes more complex, demanding a global vision.
Skills
- Many vacancies remain unfilled due to a lack of suitable profiles. Digital companies are growing fast and operating globally. This master’s program addresses the urgent demand for international talent in digital marketing.
ESIC ACCREDITATIONS
More than 55 years of history means that we have institutional agreements and collaborations that recognise our quality as a business school. These are our accreditations:
ASSOCIATION OF MBAS
- The international impartial authority on postgraduate business education
EFMD Programme Accreditation
- The leading international system of quality assessment, improvement and accreditation of business programmes
Agencia Nacional de Evaluación de la Calidad y Acreditación
- Sistemas de Garantía de Calidad de Centros y Docencia
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 the Spanish Ministry of Education. It offers both official university degrees (bachelor’s, master’s, and doctorate) and its own degrees (such as continuing education master’s degrees). Both types of qualifications are supported by the same standards of academic rigor and the prestige of ESIC University.
Our master¿s programme equips you to thrive in the area of digital marketing that interests you most. From social media or influencer marketing to data analysis or specialising in e-commerce ¿ the choice is yours. Here are some of the real roles our alumni hold.
- Digital Communication Coordinator
- Digital Strategy Analyst
- E-commerce Coordinator
- Social media Manager
- Performance Marketing Executive
- Growth Marketing Specialist
- CRM & Automation Assistant
- Digital Communication Executive
- Digital Marketing Specialist
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, personalized tutoring, experiential activities, and a supervised final project ¿ all designed to progressively put learning into practice.
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 and recent graduates with a background or strong interest in marketing, communication, or digital business, who want to thrive in an international and data-driven environment. The program equips them with the tools, mindset, and hands-on experience needed to become future leaders in digital marketing—capable of driving innovation, strategy, and growth in organizations navigating constant digital transformation.
Integrate the digital marketing function
- You will learn how to integrate digital marketing into the decision-making process of data-driven organizations to generate real business impact.
Lead digital marketing plans
- You will be able to lead the marketing planning process, assess key digital marketing strategies, and execute tactics and actions based on both digital and business KPIs (ROI, payback, customer acquisition cost, etc.).
Develop digital projects
- You will become a resilient leader, capable of performing under pressure and developing digital business projects using critical thinking.
Optimize time to market and media investment
- You will optimize the time to market of your brands, products, or services by mastering the most effective and efficient paid media investments, aligned with your company’s digital strategy.
Develop strategic digital ecosystems
- You will create efficient and profitable digital ecosystems in the medium and long term by optimizing strategic digital assets (websites, CRMs, digital apps, email & inbound marketing, e-commerce & marketplaces).
Advanced management of the digital marketing funnel
- You will master the digital marketing funnel to improve segmentation, market positioning, differentiation, and the strategic use of customer data.
1. 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
2. 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
3. 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
4. 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
5. 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
6. 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
7. 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.
- Display & RTB with Google Display Network (GDN)
- Social media strategy
- Digital Project: Ads campaigns with Meta Ads, LinkedIn Ads, Twitter Ads, and Similarweb for social media insights
- Tools and workshops: Google Display (GDN), Similarweb
8. 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
9. 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.
10. 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.
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