Master in Marketing and Digital Advertising


Program Description

An innovative Business School concept

At IEBS we take a step forward compared to the traditional business school model:

  • The traditional learning model is rigid and not very flexible because it is based on the standardized and unchanging industrial society model.
  • The IEBS learning model is modern, flexible and adaptive because it is designed to respond to today's world and constant change.
  • We propose a learning that integrates technology and innovation as part of the subject matter, always offering the most current knowledge.
  • We think of a 2.0 learning model that gives priority to the ability to “learn to learn”, developing the skills necessary to successfully face today's challenges.
  • We integrate traditional models as the case method, with the most current learning currents, thanks to web 2.0.

After all, a book no longer guarantees us that we will learn everything we need to know in life.

At IEBS , the student is prepared to become a leading professional, capable of innovating, undertaking and providing value to their companies, in a changing environment, through a new way of doing business.

125768_photo-1516321318423-f06f85e504b3.jpgJohn Schnobrich / Unsplash

International character

IEBS born in innovation and entrepreneurship in Spain by the hand of Seedrocket, the first startup accelerator in Spain that has Google as one of its main partners. Its main headquarters are located in Madrid and Barcelona, two of the most important cities in the European and global landscape of innovation and entrepreneurship, sources of innovation and trends that allow IEBS bring the most innovative talent and knowledge to all its students . IEBS has its headquarters in Latin America, on the banks of the Río de la Plata, in Montevideo from where it connects the innovative culture, talent and the most innovative knowledge with all the countries of Latin America.

What do we propose?

  • Real apprenticeship: Face practical cases in which you will apply the learned subject, they will allow you to face situations that will occur day by day in your work. Through simulation and role playing, you will learn to solve problems and make business decisions for yourself.
  • Teaching 2.0 and collaborative learning: The exercises and practical cases are developed in our virtual campus, where debates are generated and knowledge is built beyond the subject itself. In addition, IEBS teaches its students to manage the web 2.0, essential to move quickly in the online environment.
  • Professors who are experts: Our professors are successful professionals active in the subject they teach. Learn with successful professionals and entrepreneurs who will be your teachers and mentors and will boost your knowledge in their area of expertise.
  • Continuously updated programs: In a society in which knowledge evolves rapidly, teaching must do so at the same pace. Therefore, our programs are updated in each call, so that students have access to the most innovative learning, update their knowledge and recycle as a professional.
  • Support for entrepreneurs: IEBS supports the innovative initiatives of its students from start to finish. Thanks to the alliance with the platform of entrepreneurs of SeedRocket and other institutions such as AJE or Madrid Emprende, the school offers professional advice to students who want to start their ideas.
  • Independence and maximum quality: IEBS has an independent body that looks after the student's interests and supervises quality in all aspects. Our goal is to continue growing and improving, offering the highest quality training adapted to the real world.


The efforts used by brands in digital marketing do not always represent a positive return on investment. The organic positioning can take time, therefore, it is necessary to make an investment in means of payment , with which to achieve an increase in traffic and thus improve the conversion rate.

Companies are aware of the relevance of Paid Media for business performance, therefore, they not only seek marketing specialists, but also experts in online advertising, who know how to generate sales through Social Ads or Google Display.

The Master in Marketing and Digital Advertising " Paid Media " aims to train the professional capable of carrying out both organic and paid campaigns, so that it can be developed in any of the fields covered by marketing: SEO, SEM, Inbound Marketing, Email Marketing or Social Ads, among others.

At the end of the Master in Advertising and Digital Marketing you will be able to:

  • Plan with a strategic vision , defining and controlling any Digital Marketing campaign.
  • Generate the maximum traffic for a website or App through SEO, SEM, Display and Social Media.
  • Buy large amount of qualified traffic at a low price.
  • Establish a native advertising strategy.
  • Perform proper advertising planning in social ads .
  • Become an expert in the google ads display network.
  • Learn all the latest trends in programmatic advertising.


The structure and subjects of the Master in Marketing and Digital Advertising -Paid Media- is structured in 17 modules:

Module 1. Introduction to Digital Marketing

  • Introduction to digital marketing, search engines, PULL and PUSH
  • Digital marketing strategies applied to AIDAS
  • Internet business models and their strategic peculiarities
  • Practical Case

Module 2. Strategy

  • Introduction to the strategy
  • Introduction to prospecting
  • Introduction to remarketing
  • Case study

Module 3. SEO

  • SEO Introduction and strategy (Kw Research Structures)
  • Internal and technical SEO
  • External SEO and linkbuilding
  • Practical Case

Module 4. Social Ads I: Facebook and Instagram Ads

  • Ad Manager
  • Ads and perfect audiences
  • Optimization and reporting
  • Case study

Module 5. PPC / SEM and the Search Network

  • Introduction to SEM
  • Strategy and structure in search network
  • Optimization of the SEM in the search network
  • Practical Case

Module 6. Social Ads II: Twitter, LinkedIn, Pinterest and Snapchat Ads

  • Twitter Ads
  • Linkedin Ads
  • Pinterest and Snapchat
  • Case study

Module 7. PPC / SEM Display, Programming and Remarketing

  • Display advertising PPC / SEM
  • Programmatic advertising and social ads
  • Other functions: Remarketing, Video, Shopping
  • Practical Case

Module 8. Native Advertising

  • Introduction, formats and networks
  • Prospecting and Remarketing
  • Campaign optimization in native advertising
  • Case study

Module 9. Social Media Strategy

  • Introduction to Social Media
  • How to create a Social Media Plan and practical applications
  • Social Ads: Facebook, Instagram, Twitter and other social networks
  • Practical Case

Module 10. Google Search

  • Fundamentals of the search network
  • Creation of campaigns and matches
  • Campaign Optimization
  • Case study

Module 11. Inbound Marketing

  • Inbound marketing: Marketing Advertising. The art of attracting customers
  • Content Marketing Content plan for Inbound
  • Attraction Marketing and Automation
  • Practical Case

Module 12. Google Display

  • Campaigns on the Google Display Network
  • Gmail and YouTube campaigns
  • Campaign Optimization
  • Case study

Module 13. E-mail Marketing

  • Legislation and recruitment of Leads
  • Campaign Creation
  • Email marketing that converts
  • Practical Case

Module 14. Programmatic Advertising I

  • Introduction and technology
  • Print management, adexange and headder biding
  • Sales strategy: SSP
  • Case study

Module 15. Partnering and Affiliation Channels

  • Introduction to partnering and affiliation
  • Strategies and types of partnering and affiliation
  • Launching and monitoring partnering
  • Practical Case

Module 16. Programmatic Advertising II

  • Purchase strategy: DSPs
  • DSP Trading
  • Attribution models
  • Case study

Module 17. Final Project

  • Tutorials and delivery of the Final Project
  • Final Project Corrections

Admission requirements

If you have a university degree, are in the last year of study or have relevant professional experience in the area of study, you can apply for admission to this program.

  • With a university degree: It will be necessary to present the degree and the academic record. In the case of being in the last year, only the academic record will be presented.
  • Without a university degree: Having previous professional experience is not an indispensable requirement, however accredited professional experience is a very important element in the selection process. In the case of not having a university degree, it can be validated with demonstrable professional experience. The years of experience required will vary depending on the relevance of it.
Last updated Mar 2020

About the School

IEBS, the School of Business Innovation and Entrepreneurship, born during the world crisis with the aim of providing a real alternative to traditional teaching model alternative.

IEBS, the School of Business Innovation and Entrepreneurship, born during the world crisis with the aim of providing a real alternative to traditional teaching model alternative. Read less