Master in Digital Marketing

With the rapid advancement of digital technology and the growing dominance of e-commerce, consumer behavior is evolving faster than ever. As a result, the marketing landscape has changed, making digital expertise essential for success.

Earning Master in Digital Marketing -an official and RUCT-registered program will equip you with the skills and strategies needed to thrive in today’s fast-paced, data-driven business world. Gain hands-on experience with the most effective digital marketing tools, from social media to e-commerce platforms, and position yourself as an industry leader.

Our Master in Digital Marketing has been recognized among the top programs in Spain by the QS Master’s in Marketing Rankings 2025.

To be eligible for admission to the Master in Digital Marketing, you must

Have a Bachelor’s degree (or equivalent) or higher; be in the process of finalizing your Bachelor’s degree (or equivalent), or demonstrate a high level of relevant professional experience.
Demonstrate proficiency in the English language.

PROJECT MANAGEMENT
Effective Teamwork and Project Management (6 ECTS)

OPERATIONS
Operations Management (6 ECTS)
Finance for Management (8 ECTS)

GLOBAL MARKETING
Strategic Marketing (6 ECTS)

DIGITAL TRANSFORMATION
Digital Economy and Its New Driving Forces
Digital Strategy and Transformation
Drucker’s 7 Sources of Innovation, Open Innovation
Strategic Approaches to Managing Innovation
Disruption Theory
Digital Transformation Journey
Analytics Tools and Machine Learning (ML) Tools and Techniques
Artificial Intelligence (AI)
Big Data Landscape Architecture
Future of Business Intelligence
Internet of Things (IoT)
Data-driven Business Models (DDBM)

SOCIAL MEDIA
Social Media Marketing Strategy
Social Media Communication Plan
Types of Social Media, Professional Use and Advertising
Digital Branded Content and Digital Storytelling
Viral Marketing and Communication
Analytical Tools for Social Media

E-COMMERCE
Ecosystems in the Web and Mobile Market
Data Protection and Privacy Issues in Web and Mobile Marketing
User Experience (UX), Responsive Design and Customer Journey
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Email Marketing
Appstore Search Optimization (ASO)
Monetization Approaches in Mobile Marketing
Omnichannel Marketing
B2B and B2C Digital Business Models in E-commerce
E-commerce Technology Requirements
Customer Acquisition in E-commerce
Designing a Customer Loyalty Program
Marketing Automation
E-commerce Personalization Strategies
E-commerce Gamification

CAPSTONE PROJECT
Cap off your Master in Digital Marketing with the Capstone Project. This undertaking is a comprehensive assessment of all the attained skills and knowledge from the Master program. Students are tasked with identifying a real-world scenario within their expertise that requires a credible solution. Sourcing the relevant solutions calls for applying said knowledge and expertise into models that could either focus on theory or practical scenarios. The characteristic solutions offered by students are usually interactive and realistic, able to be implemented and used either in professional life or in further research and study.