Online Master Internet Business

Comprehensive and eminently practical journey through the fundamentals and tools of marketing to understand how they are applied in the digital world. From the pillars of marketing, the student must understand the evolution that the consumer is experiencing and the possibilities offered by the digital environment. In this way you can develop marketing plans and actions that, without forgetting the bases and offline actions, also integrate the marketing tools of the digital world with all their potential.

This module covers the most important aspects of the Human-Centered Innovation process, covering 3 of the 4 areas that we understand must be addressed in the innovation process: design research (phase of exploration of the problems to be solved), creative resolution of problems (to solve the challenges posed in the exploration phase), and evaluation of concepts through the use of design and prototyping tools.

Technology is an essential enabler for the digital transformation of companies and plays a fundamental role in the field of online businesses. Technology is the Internet machine room, and only by understanding it can we turn it into a competitive advantage. In the digital age, a company that does not implement its technology well will be building a wall that will be a strong obstacle to develop its strategy. Helping to understand the operation of digital technology and the bases of the different elements that make it up, so that the student can use that knowledge to build a solid and competitive strategy is the main objective of this module.

The concept of blockchain technology can be traced back to a whitepaper published by Satoshi Nakamoto, whose true identity is still unknown. Nakamoto is also credited with the creation of Bitcoin, the first cryptocurrency that emerged alongside blockchain. Blockchain, the technology behind Bitcoin, is one of the most innovative and creative technologies available to us today. This is in part due to the fact that it’s based on certain core values that are becoming more important in our society, such as consistency and transparency, as well as the disappearance of the “middle man”. The impact of this new technology has the potential to be felt across virtually every industry given that it allows for the identification of actors, which could reap tangible and significant benefits in the medical, financial, educational and legal spheres. During this module, we will look at how blockchain works, and point out the values that allow us to talk about transparency and efficiency. We will also discuss the implications of implementing this technology in traditional industries.

What is Artificial Intelligence? Techopedia defines Artificial Intelligence as “an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. In this course, you’ll learn the basics of modern AI as well as some of the representative applications of AI.

This module provides students with a glimpse into the world of Internet Content from a conceptual and operational perspective, always bearing in mind that content is a “wild beast” that is very hard to tame and that needs to be guided with a firm hand. We will cover what Internet content is and the important elements that make it up. What does it mean to have a Content Strategy? What is it used for and what do we need to carry it out? We will zoom in on the discipline of Content Marketing and on the keys to tailoring the project to the needs of each business. In the second phase, we will dive into Content Management and briefly delve into the world of CMS (Content Management Systems) and the key points for choosing them.

This module also covers the basic processes for designing an internet site. The design and definition phases are required for a service to be made available online, be reliable and be attractive to the customer. Special emphasis will be given to the site’s interfaces with mobile
devices. Service design methodology provides the tools and processes needed to identify the user needs and have the design generate value and create memorable experiences. Understanding web service construction, from a design standpoint, will help us understand the reach of the product and the team required to deliver it.

A comprehensive and highly practical overview of the mobile web, showing how concepts and tools can be applied to the digital environment, addressing how the new multi-screen, hyper-connected user has changed the digital space approach.

This module provides a general overview of the sales models available through electronic channels, as well as a practical, hands-on demonstration of the main processes and activities needed for managing a successful online sales operation. Students will be able to structure an e-commerce operation, with its sales processes, operations, and customer capture and care. In addition to the teachers, this module will feature professionals who work in the sector and who will give the most up-to-date accounting of today’s marketplace from their viewpoint.

This module provides a complete overview of advertising as a tool for achieving various objectives. To that end, we will analyze advertising from a strategic vantage point, as well as from a tactical one. We will develop the knowledge necessary to propose specific actions.

The digital revolution is transforming the methods in which brands connect with consumers. In the past, advertising involved sending out messages to convince consumers. But with easier access to information, with consumers’ ability to communicate with each other, and with the loss of credibility in advertising messages, brands are no longer the only ones describing themselves to consumers. Therefore, brands are looking for new channels and new ways of being present in consumers’ conversations. They need to make themselves relevant to consumers and get their attention. The digital creative must work on messages, actions, products, and services. In this module, we will assess the importance of creativity and innovation for meeting these goals.

There is a great deal of confusion and misinformation revolving around various concepts of social networks and social media. This confusion becomes especially relevant when we need to make decisions about digital business in startups and corporations. Social networks and social media join different user-interactive channels and target new users and consumer behaviors. This module explores UGC (user-generated content) rules and defines the interactive dynamics of influencers, active listening processes, and social media interaction and dynamics from a channels and content standpoint. This module also serves as a practical guide for getting social media projects up and running in an organization or as part of a startup.

Search engines are the main portal to internet content and services; the tool that users turn to for finding things on the web. Every business must be aware of the importance of making the search engine job easier, so that business content will be found and prioritized. The strategies for doing this are based on the proper indexing of web pages and on digital marketing tailored to the search engines.

In this module we will review the main concepts and terminology related to search engine marketing, the different models of SEO and SEM, create an action plan aimed at optimizing SEM and SEO and develop a proper positioning and marketing strategy for search engines.

Sources of information are the origin of the data we will subsequently use to make decisions. It is therefore very important to know them to understand the process from the moment they originate until the moment they are available to you. Never forget: the most important thing is the impact of the decisions we will make with the data.

This module covers digital technology information in a way that is inviting, applicable, practical, and clear. The goal is not for the students to learn how to implement the technology themselves, but rather for them to understand technological aspects and their repercussions for the businesses that the students oversee.

This module provides a basic understanding of the main legal areas that affect businesses and companies which operate on and engage with the internet, without legal training or a law degree. Tangible case law from internet businesses will be presented.

Today all sectors of economic activity are threatened by the explosion of a new type of company, which we call startups. The goal of this module is to prepare you to deal with this new world, where small and totally unknown companies are taking by storm the markets and changing our lives and our jobs. The best way to be prepared is to understand what a startup is, how they are
created, the methods and techniques they use to reduce risks, how they scale and generate value, how they get funds to grow, and what are the profiles of the entrepreneurs and workers behind them.
                           
The module also focuses on understanding, in a conceptual and practical way, the transformation of companies in the digital era.