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16 modules, a practical core project of digitalization in a real business and more than 110 teachers who are professionals working in the sector.
We live in a world of change and we must understand the advantages of being able to change continuously. A way of embracing what the MIB will be.
The foreseeable digital evolution for the world of transactions, contents and generation of knowhow and efficiency.
Creativity, Process, Creative profiles
From the challenge to the idea.
Basic marketing concepts, Positioning, Marketing Mix, Segmentation, Marketing Plan, Copy strategy, Unique selling proposition.
Integral Digital Marketing Model, Strategic Concepts of Digital Marketing, Reputation Management Marketing, Traffic Generation Marketing: Drive to Web, Conversion Marketing: Drive to Sell, Management Marketing of the Multi-Channel Digital Client, Digital Marketing Plan.
The global brand, Integration of online strategy in brand construction, Crossumers and moments of interaction with the user, User experience: Emotional, functional and social dimension, Coherence in communication via all communication channels.
Customer Relationship Management (CRM), Relational marketing, Social CRM, ON/OFF integration, Customer Management Strategies, Customer Metrics, Customer Centric Marketing, Customer Characterisation, Predictive analysis, Big Data, Multi-Channel Marketing.
Integral customer experience, Customer Segmentation Strategies, Ancillaries, Customer development strategy on the online channel, Integration with other channels, Program and action management.
Long Tail Business Model Strategy, Benefits of CrowdSourcing, E-Bay Marketing Strategy Case, Optimisation of the digital marketing mix, Benefits and limitations by channel, Management of digital marketing equipment.
Origin, Gamification techniques, Gamification-based business models, Best practices, Trends.
Positioning, Copy Strategy, Unique Selling Proposition
Design of a corporate strategic plan for presence on social platforms.
Alerts, Identifying opportunities, Customer management, Social CRM
Control and management of Social Media projects, Round Table with brands.
Community Management, channels and contents, blogs, microblogging... Gamification dynamics.
Social networks, product vision, capitalising vertical communities: Wiseri, Duelia, RedKaraoke. Technical aspects of social integration through APIs.Business and marketing via social networks. Round table with Tuenti, Facebook, YouTube. Business generation via social media (Social Commerce, Active listening, etc.) Management of the social media area at corporate level, responsibilities of each of the areas, communication, marketing, ATC, General Management.
Customer service, Help pages, Ethics regime, Page maintenance.
The e-commerce market: main figures, categories and companies, both globally and in Spain, Available market information sources, E-commerce models: B2C, B2B, pure plays, coexistence and channel integration.
Online marketing plan: main objectives, Search engine management (SEO, SEM focused on e-commerce), Database management: construction and exploitation (emailings, newsletters…), Development of Partnerships, Main management KPIs of an online sales business and main levers
The concept of the purchase funnel, Construction of online showcases and operation of search engines, Structure and design of forms, Management of repeat business
Description of online payment systems, Legal and security implications, Advantages from the business' and the customer's point of view
Description of the types of development applicable to e-commerce, Review of the main market solutions to understand the advantages and disadvantages in terms of cost, scalability, dependency and flexibility
The fulfilment cycle: from the order to the home, Logistic structures and specificities of e-commerce. Identifying added value elements. Structures and customer service types
Description of the main platforms for mobile commerce and their implications: conversions, penetration, Managing a multi-platform e-commerce operation and web-mobile differences, Success stories and main lessons
Introduction, Advertising ecosystem, From FMOT to ZMOT, Strategic communication framework, The advertiser's vision
The different ‘agents’ of digital advertising, Round table
The balance between sales channels, the role of the internet in generating results, Strategic principles in Internet sales, Basics of using media as a sales channel, How to measure and evaluate a direct response action effectively
Redefining and evolving the role of PR, PR management, Crisis management and cleaning up your reputation, What is said about the brand; Buzz Monitoring Tools
Fundamental and strategic principles of Branded Content and Branded Entertainment, Success story analysis
The Internet technology roadmap; technical advertising infrastructure behind a campaign, Planning Tools, Measuring Tools, Optimisation Tools, Business Intelligence, reporting and analysis tools
Strategic basics of media negotiation, Elements of a communication plan; Prices, Discounts... The future. Trading Platforms.
Search engines: Gateway to today's net and gateway to the digital world of the future.
Indexing, deep search, semantic search, image search, video search, Speed, depth and relevance as operating principles, Basic differences in the natural search methods of the major search engines: Google, Yahoo!, Vista, Bing. The ten basic principles for understanding Google’s natural search for any website creator.
How the situation of a website is analysed in relation to its positioning in search engines, Page Ranks, Page Index, Number of links, Number of results, analysis of relevant search terms to the product and category, Establishing an action plan to improve positioning, Measuring results
Basic SEM concepts Search engine marketing as a service rather than advertising, The Google Adwords model, Business potential analysis of a web with Adwords, Strategies to measure investments in adwords, Application of Google Insights and Google Trends to improve campaigns in Adwords, Advanced SEM planning techniques, Other SEM models: Yahoo!, Microsoft.
Introduction, The multi-device consumer.
The mobile internet value chain, Current situation of mobile internet in Spain and worldwide, Technology in mobile internet and its implications.
Mobile applications (Apps), The HTML5 phenomenon and possible implications, Gamification in mobile webs and Apps.
Basics of mobile marketing, How to develop a mobile marketing strategy, through practical cases.
Market size, Mobile advertising formats.
Basic concepts, Business models and the mobile purchase funnel, Practical cases.
Basic concepts, Existing technologies, Practical cases.
Media and Transactional Sectors.
Search for relevant metrics, Monitoring model approach.
How creativity can help us in our business, How to prepare a commission for a digital campaign
Ingredients of the creative process, Branding campaigns, Traffic generation campaigns
Applicable legislation (general vs. sectoral). Criteria for determining the applicable law in cross-border operations. Conflict between applicable law and products. Electronic contracting: contracting conditions. Prior information and contracting confirmation. Consumers (withdrawal, customer service mechanisms). Fraud and scams. Taxation.
Advertising and promotional actions. Responsibility. Minors.
Sponsored searches and use of other brands. Cookies. Behavioural targeting. Viral marketing. Newsletters. Spam..
General issues (information, consent, transfers, confidentiality, security measures). Person in charge of Processing. Cloud Computing Services. Mobility: Apps and geolocation. International transfers.
Electronic communication and data retention services.
From the idea to the business model, The partners, Legal considerations, Organisation and culture
Digital business models, Business Plan in the digital era, Assessment of startups.
Seed Phase: FFF and Subsidies, Startup Phase: Business Angels, Growth Phase: Venture Capital, Consolidation Phase: IPO
The speed of change.
Key factors of digital transformation models, Disintermediation and consumer sovereignty.
Startups (see startups module), Digital transformation.
Media, Publishers (Pearson), Childcare (tablets, subscriptions), Industrial (internet of things), Handmade revolution, 3D Printers, Toys: LEGO, Photography (Kodak-Fujifilms), Mass Consumption (The new consumer journey)- Big Data-Social CRM.
The 5 phases of transformation.
The 4 phases of transformation, Resistance to change, Management psychology, Networking, New roles: Chief Digital Officer
Adoption of foundations by the corporations, Processes of cultural change, Management tools, Holacracy, Agile, Scrum VS Cascade, New roles: Chief Digital Officer, Others
It is the case study methodology of the 21st century, which enables the academic content acquired during the Master in Internet Business to be fully integrated, by putting it into practice in a real way in an existing company.
Students work together in groups, focusing on a partner company that is prepared to offer its business reality so students can implement their digitalization project in the company. During the course students incorporate the new digital knowledge they are acquiring into the business project.
The Core Project is closely supervised by experts who meet with the student groups every 3 weeks, accompanying them and guiding the development of the project, which is presented to the business owners and a panel of professors at the end of the master's degree.