Online Master Internet Business

This course teaches students about the most important aspects in the process of human-centered innovation. It covers three out of the fourareas that we believe should be addressed in the innovation process: 

•  design research (the stage where potential problems and their solutions are explored),

• creative problem-solving (where solutions are provided for the challenges that arise in the exploration stage), and

•  the evaluation of concepts by using design tools and prototyping.

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 driving force, but we can only turn it into a competitive advantage if we fully understand it.

In this course, we will help you to understand how digital technology works and the foundations of its various elements. With these insights, students will be able to apply their knowledge to devise solid, competitive strategies.

During this course, we will also discuss the concept of Blockchain; how it works, what  the principles that allow us to talk about transparency and efficiency are, as well as the implications of its implementation in traditional industries.

Finally, we will explore Artificial Intelligence and from an understanding of what it consists will study its main applications such as voice recognition, learning systems or planning and problem-solving.

In this course we will explore the process of designing an Internet service from start to finish. We will identify the basic processes of web design, the stages of definition and development that should be respected, followed and completed so that your service can go online with the highest reliability and the greatest possible appeal for users and customers, with a special focus on mobile device interfaces.

Also in this course there will be a comprehensive and eminently practical tour of the fundamentals and mobile tools to understand their applications in the digital ecosystem and, in particular, how the new multi-screen and hyperconnected user has changed the way we approach this environment.

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 to structure an online business, including sales, operations, purchasing and customer service processes.

This course will allow the student to approach the world of online content from a conceptual and operational point of view, responding to aspects such as:

• what is considered content on the internet and the elements that compose it, 

• what is a content strategy, what is it for and what we need to carry it out, focusing on Content Marketing and the keys to having a suitable project for each company.

In addition, we will study content management and briefly delve into the world of CMS and the keys to selecting a system.

In parallel, we will analyze the impact of social networks in our day to day and the opportunity they represent for brands that want to connect with real and potential customers and establish new relationships with them. In this course we will also learn to integrate social networks into the business plan, and think about how social media helps us in terms of conversion, leads and customer service, etc.

This course will address the challenges facing digital advertising due to the profound changes in the habits of potential customers that the digital revolution has generated.

For this we will go deeply into the positioning in search engines as well as in the business strategies based on the different channels and digital media. All of this from an eminently practical point of view in which the student will learn the techniques necessary to develop digital advertising campaigns and how to position a brand, product or service on the network.

Today, every little action we take on the network is registered and every device we use is a data generator. Knowing and analyzing these sources of information and the origin of the data they generate will allow us to make decisions to size, monetize or market a brand, product or service.

This course allows us to create a digital measurement plan and to know the fundamentals of Big Data, define metrics and KPIs, use digital analytics tools and visualize the information graphically to facilitate decision making.

In this course the student will understand, in both a conceptual and practical way, what the transformation of companies implies in the digital age from the business and organizational point of view, establishing the guidelines and required methodologies as well as analyzing the new profile of leadership that is required.

This transformation also implies having essential knowledge of the main legal areas that affect businesses, companies and people who operate and develop their activity on the Internet

Students will work in groups on a collaborating company project that lends itself to transferring its business reality to applying digitalization. In this highly practical exercise, the newly acquired digital methodologies are put to the test. The Backbone Project will be tutored by experts who meet with the student groups every 3 weeks and accompany and guide the evolution of the project, which is presented to the owners of the companies and a court of professors at the end of the Masters.