The Master in Marketing and Digital Communication enables you to:

  • Mastering digital media and engaging online advertising;
  • Learn how to manage SEM and PPC campaigns. Paid Marketing on Search Engines: Google Adwords and Bing Ads;
  • Learn the tactics and measures necessary to achieve a good positioning in the search engines;
  • Define key KPIs and metrics for each channel and online marketing strategy;
  • Carry out continuous optimization of business profitability by creating Landing Pages, Web Analytics and A / B Tests;
  • Develop Social Media communication strategies. Manage Communities (Community Manager) and measure results on social networks;
  • Master the main rules and tools for a correct Inbound Marketing (content marketing). Reaching the conversion;
  • Manage marketing, display and affiliate email campaigns;
  • Create mobile marketing campaigns, master marketing and e-commerce. Develop social-local-mobile strategies (SoLoMo).

We want to join the Master of Digital Marketing to the experience of first level professionals.

Access Requirements

Bachelor's or equivalent professional experience


Marketing and advertising or digital marketing professionals, entrepreneurs, directors and managers of SMEs who want to refocus their career in digital marketing or need to complete their training with specific contents in a digital environment, to obtain a strategic overview and consider the channels Digital marketing strategies in marketing, communication and sales


Module I

The World of Digital Communication

  1. Origin and structure of the internet
  2. The networked society and the hacker, open source and creative commons
  3. The internet as a means of communication: the Cluetrain Manifesto
  4. The dynamics of the internet: participation, collaboration, opinion, participation and virality
  5. Profile of digital users in Spain and the world
  6. Internet and Business: the long tail
  7. The legal context of the net

Module II

Digital Advertising

  1. The context of advertising in digital media
  2. Digital graphic advertising
  3. Contracting Models
  4. E-mail marketing
  5. Affiliate Marketing

Module III

Marketing in Search Engines

  1. How Search Engines Work
  2. SEO Principles
  3. Implementation and exploitation of PPC campaigns
  4. Development of landing pages and testing
  5. Web analytics

Module IV

Social Media, Social Networks and CM

  1. The social media ecosystem
  2. Social media communication strategy
  3. Communication platforms on social networks
  4. Analytics applied to social media
  5. Community management

Module V

Mobile Marketing

  1. Mobile Marketing Trends
  2. Graphic advertising in mobile environments
  3. Marketing through apps
  4. Direct marketing on mobile phones: codes, coupons and messages
  5. Location marketing and social media on the mobile phone

Module VI

Relationship Marketing

  1. Principles of customer relationship management in the digital environment
  2. Fundamentals of Social Media Intelligence
  3. Strategy by audiences

Module VII

Content Marketing

  1. Processes and rules of content marketing
  2. Marketing Storytelling
  3. The blogosphere and the Content Management System (CMS)
  4. Development and maintenance of a blog 3.0
  5. Videomarketing online: from viral to webserie and videostreaming
  6. Virtual reality: Advergaming and metaverses
  7. Co-creation, virtual communities and wikis
  8. Digital publications and e-learning: from e-book to newsletters
  9. Applied Marketing Creativity
  10. From copyright to Creative Commons

Module VIII

Creativity and Design in Digital Media

  1. Objectives of marketing communication in the digital environment
  2. Fundamentals and models of persuasive speech
  3. The Splendor tactical model (I)
  4. The Splendor tactical model (II)
  5. The Splendor (III) tactical model
  6. The Splendor tactical model (IV)
  7. The Splendor tactical model (V)
  8. The Splendor tactical model (VI)
  9. The Splendor tactical model (VII)
  10. Texts, images and colors
  11. Understanding usability and user experience

Module IX

Electronic Commerce and Digital Marketing Plan

  1. Objectives and introduction to e-business
  2. E-commerce in the world
  3. Build the online store
  4. The customer service. Zappos case
  5. Services and software tools for creating the online store
  6. Promotion of the online store: digital marketing (I)
  7. Promotion of the online store: digital marketing (II)
  8. Legal aspects of electronic commerce
  9. Payment options
  10. Online store operation
  11. Control panel and KPIs
  12. Social commerce
  13. Mobile commerce (m-commerce)
  14. The Chinese e-commerce giant: Alibaba
  15. Case study: Zapatos de Lujo, SA
  16. Blended Marketing: Combining Online and Offline Marketing
  17. Introduction to digital marketing plan
  18. Implementation of a digital marketing plan
  19. Definition of conversational capital
  20. Conversational Capital Assets
  21. Implementation of conversational capital
  22. Practical case: marketing plan

Module X

Master's Final Work


English course

Basic, Pre-intermediate, Intermediate or Advanced
The student can choose one of the four levels


The Master in Marketing and Digital Communication offers a totally flexible methodology adapted to your needs, regardless of geographical location or availability of time.

E-Learning Methodology: All content will be available on the campus virtual campus 24 hours a day, 7 days a week, without any mandatory schedule so it becomes extremely flexible. In this way, it is easy to reconcile an active professional life with an excellent academic formation.

All contents are updated with great technical rigor, are easy to understand and have a clear practical vocation.

The IMF Business School offers its students:

  • Personal tutorials (chat, phone, email)
  • Webinars
  • Discussion and discussion groups through forums and chats
  • Self evaluation tests
  • Case studies and documentation
  • Possibility of live lessons
  • Virtual Library


Continuous evaluation as one advances the study of the Master in Marketing and Digital Communication. Each module is evaluated through the combination of online exams and case study development.

Obtaining the double degree, Master IMF Business School + Master Camilo José Cela University, is subject to overcoming all modules.


The Course Tutors Panel is comprised primarily of corporate and academic professionals who can pass on to students real work experience and practical examples from their experience in business activity.

Download the programmatic content to know the Panel of Tutors.

Career Opportunities

Sector in Auge

According to Adecco, only in Spain and for the next few years, there will be 115,000 new jobs in the area. According to the global consulting firm Talengo, the work of directors with a digital vision of the business will increase by 23% during this year. Upon completion of this Master in Marketing and Digital Communication you will be able to:

  • Expert in SEO and SEM
  • Community Manager
  • Product Manager
  • Account Executive Online (Ac Manager)
  • Responsible for Online Marketing (Digital Marketing Manager)
  • Strategic and Digital Marketing Consultant
  • Marketing Coordinator
  • Online Marketing Director
  • Online Marketing Technician
  • SEO / SEM Consulting
  • Director of Digital Communication
  • Content Manager
  • Digital Manager
  • Director of e-Commerce
  • SEO Manager
  • Email Marketing Specialist
  • Business Intelligence Marketing
  • Web Project Manager
  • Digital Planner
  • Designer for Digital Media
  • Marketing Trafficker


The IMF Business School, through the Job and Internship Portal, offers students of the Master in Marketing and Digital Communication, internships in the sector. Among the companies with which we have partnerships, we highlight the following:

Program taught in:
  • Portuguese (Brazil)

See 44 more programs offered by IMF Business School Portugal »

This course is Online
Start Date
Open Enrollment
720 hours
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Open Enrollment

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