< The MBA of the digital economy is MIB: Master Internet Business >

< Business vision and strategy for digital products and services >

• Overview of the possibilities that the Internet and the digital ecosystem allow for companies of any size and sector.
• Addressing from the beginning the concepts of vision, mission and values, fundamental within the business strategy of a company in the Digital Era.
• Introduction to the keys for the creation of a digital product or service strategy, through research tools such as Design Thinking.
• Immersion in the areas that generate the greatest impact on the management of a digital business: operations, sales and finance.
• Holistic understanding of the change experienced by the market and the offline and online consumer.

< Strategic keys to technology in a digital business >

• Approach to technology as a key piece of digital strategic development.
• Bases of operation of digital technology. Possibilities and limitations.
• Study of the different technical and human aspects to consider in order to build solid and flexible digital applications and assets.
• Introduction to Artificial Intelligence, IoT, Blockchain, 5G, NFT, Metaverse, Cybersecurity, Voice Assistants, with the support of case studies showing their uses in companies.
• Closing of the course with a hands-on in which students will be able to create and train a Machine Learning model, configure an EC2 instance in AWS, and deploy a Wordpress to create the website of their business or personal project.

< Data management, analysis and visualization >

• Knowledge and analysis of the data lifecycle: collection, storage and governance.
• Creation of a digital measurement plan and approach to the fundamentals of Big Data, definition of metrics and KPIs.
• Data analytics: structure and analysis
• Predictive models, Data storytelling, Ethics and Privacy.

< Sales, e-commerce and digital channels (advertising, search engines, social networks...) >

• Holistic immersion in business generation through digital channels.
• Understanding the main levers of customer acquisition and conversion in digital channels.
• Initiation in the main techniques through which companies can make themselves known to potential consumers, search engine strategy (SEO/SEM), branding and creativity.
• Analysis of advertising from both a strategic and tactical point of view, developing the necessary knowledge to be able to propose concrete actions.
• Review of the keys to e-commerce, either directly or through marketplaces, differentiating B2C, B2B2C or B2B environments.

< Leadership in innovation and organizational transformation >

• Improve leadership skills in the digital era.
• Understand the processes and characteristics of entrepreneurship in the digital era and best practices exemplified by entrepreneurs.
• Incorporate concepts, methodologies and roadmap to transform a business and an organization.
• Introduction to sustainability and Sustainable Development Goals (SDGs), and their impact on business decisions.
• Through real transformation cases, discover the importance of culture and values within an organization for the digital era.

During the project, each team will have to carry out a strategic planning of a transformation project of a real company.

Project phases:

• Transformation Plan
• Create and prioritize initiatives
• Develop the chosen alternative (Quick-win)
• Develop of the product/service
• Strategic go-to-market 
• Escalate the initiative to the rest of the plan and the organization following the 4 pillars: Product, Finance, Operations & Organization.

By the end of the project, each team will have created a new organization with new business models, talent, operating models, and even a new culture, principles and a purpose.

At MIB we have created three specialization itineraries* so that you can choose the one that will help you enhance your professional career: 

• ARTIFICIAL INTELLIGENCE: in this track you will acquire the basic knowledge to design and lead an Artificial Intelligence (AI) project, be able to make decisions based on the data managed and the patterns applied with AI and learn the tools and programs most used by AI professionals in many of their areas.
• GROWTH MARKETING: you will learn in depth the scope of Growth Marketing. From acquisition strategies and asset design, to the implementation of B2B and B2C sales actions, focusing on scalability with the use of tools and the activation of loyalty and engagement actions.
• B2B SALES & ECOMMERCE: the objective is for you to acquire a deep understanding of the management of a B2B funnel and a B2C e-commerce funnel, providing you with the tools and use cases necessary to optimize each stage of the funnel and the customer journey in order to maximize the Life Time Value of the customer.

* MIB specializations included in the 2022/2023 Course. The specialization itineraries will be carried out in 100% online format. The specializations included in the MIB may undergo modifications, depending on new contents or new programs created at ISDI.

The Harvard Digital Immersion Seminar is a week long with leading experts and speakers from Harvard University, MIT and NYU. This seminar is accredited by the Complutense University of Madrid (UCM) with 3 ECTS credits.