MSc Digital Marketing & Omnichannel Strategy

Course Description

The marketing challenges of the future will revolve around comprehending digital marketing and adopting an omnichannel approach to make decisions that capture value from customers and generate value for the company. In this specialization, you will explore digital marketing from a customer-centric perspective and learn how to implement an omnichannel strategy to navigate a growing digital culture. Emphasis will be placed on developing and implementing tools to enhance the consumer experience and boost sales. Additionally, you will explore the application of creativity to innovate when defining meaningful and useful metrics.

PROGRAM
Master 1
FIRST SEMESTER
MANDATORY

Digital Marketing Strategy
Consumer Psychology & Behavior in the Digital Era
Digital Communication
Customer Experience Management (CEM/CXM) and Omnichannel Strategy
Marketing Design for Augmented and Virtual Reality
Community Management and Social Media Strategy & Optimization (SMO)
Online Marketing Research Methods
Research Methodology
OTHER SKILLS
Power Platform by Microsoft
Soft Skills
SECOND SEMESTER
MANDATORY
Marketing Challenge
Pricing and Customer Value
Storytelling in the Digital Era
Mobile Strategy
Introduction of Digital Metrics
Graphic and Web Design & Brand Communication
Gamification in Marketing
Research Methods in Marketing
TWO ELECTIVE COURSES
Advanced Digital Metrics
Digital Marketing Law
Aviation: Understanding the Challenges of the Aviation Industry
Luxury Attitude (Certificate)
CRM and Big Data
Sustainability in the Tourism Industry
Master 2
FIRST SEMESTER
Strategic Management
Strategic Finance
Strategic Marketing
Decision & Game Theory
Management Control
Sales & Relations Strategies
Purchase & Supply Chain
HR and Diversity Management
Module Soft Skills
English for Business 1 or FLE
SECOND SEMESTER
SUSTAINABLE MANAGEMENT
Mandatory
Marketing for Alternative Organizations
Cross-Cultural Negotiations
One Elective Course
Critical Management and Alternative Organizations
Diversity Marketing & Communication
Business & Society
Entrepreneurship and Systemic Change
DIGITAL ECONOMY COURSE
Mandatory
Blockchain for Marketing & Sales
Mark’Strat
One Elective Course
Sharing Economy & Digital Culture
Digital Change Management
Digital Business Model
Advanced Excel for Business
SPECIALIZATION COURSES AND OTHER SKILLS
Mandatory
Sector Marketing
International Entrepreneurship Week
Power Platform by Microsoft
English for Business 2 or FLE