The MIB is the first comprehensive master’s program centered on the transformation, professionalization and specialization of digital business.

This course will provide an overview of the possibilities that the internet and digital ecosystem allow for all types of businesses. Students will be introduced to the different tools used in developing business models, as well as techniques and tools for project management. In addition, they will explore marketing foundations and tools, and its application to the digital environment in a comprehensive and practical manner. Students will be taught about consumer evolution and the possibilities offered by the digital environment as well as offline actions.

This course will cover the most important aspects of the human-centered innovation process, covering three of the four areas that must be analyzed within the innovation process: design research (exploration phase where we identify problems to solve), creative problem-solving (where we explore solutions to the challenges identified in the exploration phase) and concept evaluation (using design and prototype tools).

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Technology is a crucial impetus for companies’ digital transformation and plays a fundamental role in the domain of online business. Technology is the internet’s engine room, and we can only turn it into a competitive advantage if we fully understand it. This course will explore how digital technology works, digital architecture and the foundations of its various elements. Students will be able to use this knowledge to devise solid, competitive strategies. Throughout this course we will also become familiar with the world of artificial intelligence. Once we understand what it is, we will study the main ways in which it is applied. These include voice recognition, learning systems, and planning for and solving problems. We will also dive into the ethics of how artificial intelligence is used. Lastly, we will explore Blockchain. We will learn how it works, its governing principles that allow us to talk about transparency and efficiency, as well as the implications of implementing this technology in traditional industries.

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This course covers the process for designing an internet service, from start to finish. We will also cover the basic processes of web design and the definition and development stages that must be respected, followed and completed in order for your Web service to remain reliable and appealing to users and customers. A special focus will be placed on mobile device interfaces.

The course also includes a comprehensive and practical overview of fundamental concepts and “mobile” tools, with the goal of understanding how they are applied to the digital ecosystem, and speNIFically, how the role of the new multi-screen, hyper-connected user has changed our way of looking at this ecosystem.

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This course gives a general overview of sales models for electronic channels, as well as a practical and applied perspective on the main processes and activities necessary to manage a successful online sales operation. It provides all of the knowledge necessary on how to structure an online business, including sales, operations, purchasing and customer service processes.

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This course will allow students to approach the world of online content from a conceptual and operational point of view, answering questions such as: what is online content? What are the elements that compose it? What is a content strategy and what is it used for? What do we need to implement it? In the course we will focus on content marketing and the key elements in developing a project appropriate for a given company. We will also address the concept of brand content territories and how to manage content in real time.

In parallel, we will analyze the impact of social media on everyday life and the opportunity that it offers for brands that want to connect with existing and potential customers and establish new relationships with them. In this course, we will also learn how to incorporate social media into business plans and to consider how social media can help us in terms of conversion, leads, customer service, etc. We will also address the use of social media platforms to generate content and develop brands, including YouTube, Instagram, and LinkedIn.

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This course studies search engines in their role as the main portal to the content and services available on the internet, as well as business strategies based on the different digital channels and media, from a primarily practical viewpoint. In it, students will learn the techniques necessary to implement digital marketing campaigns and how to position a brand, product or service online. In addition, we will take a practical look at the world of creativity from a purely digital viewpoint, looking at how to be heard and how to connect with consumers.

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Today, every last one of our online actions is recorded, and every device that we use generates data. Being familiar with and analyzing these sources of information and the origin of the data that they generate will allow us to make decisions when it comes to sizing or selling a brand, product or service, or making them profitable. This course will allow you to create a digital measurement plan and become familiar with the fundamentals of big data, define metrics and KPIs, use digital analytics tools and graphically view information to facilitate decision-making.

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This course will cover three key areas for acquiring a comprehensive knowledge of digital business: how to understand the legal environment in the digital world; how to create your own business through entrepreneurship; and how organizations are adapting to the new age of digital transformation.

This transformation involves possessing essential knowledge in the key legal areas that affect businesses, companies and individuals who operate and carry out their activities on the internet. The course will analyze what it means to be an entrepreneur and the implications of launching a startup, while exploring different business models and forms of funding available. Finally, the student will gain a conceptual and practical understanding of what transformation looks like for companies in the digital age. By considering the perspectives of businesses and organizations, students will establish guidelines and methodologies to address transformation and analyze the new leadership profile that is required to carry it out.

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