Introduction
Why Study this Executive Master?
You’ll make a difference in your career thanks to this transformative program and its global approach. Once you have completed the program, you will feel confident in your abilities to solve any digital challenges you may come up against.
This Executive Master contains both online and onsite sessions, the latter of which will take place in Barcelona during a one-month period. These face-to-face sessions take on a highly strategic approach and focus on the key digital disciplines you need in order to correctly diagnose problems and make decisions.
Furthermore, each subject in the curriculum boasts the support of a team of expert mentors who will help you to ensure your business plan is fully adapted to digital environments. They will become your “board of directors" for the program’s 12-month duration; they will share their knowledge with you and offer you support to help consolidate your new insight and your business.
Objectives
“The main goal of this Executive Master is to acquire the knowledge and abilities needed to ensure your business projects succeed in digital environments, to maximize revenue, and stay at the forefront of your sector.”
The massive potential your projects will gain thanks to the incorporation of appropriate digital strategies.
How to establish your digital objectives, measure them, and optimize them.
How to motivate your digital teams, understanding their needs and adapting yourself to each discipline.
How to lead a digital project and significantly increase its chances for success.
How to establish the most efficient methodologies to use for each business strategy.
How to use growth hacking marketing strategies in order to accelerate your business’s growth.
How to manage your brand’s reputation.
Who is it for?
All managers must understand digital environments. Whether you rely on in-house teams or you hire third parties to carry out your digital business plans, being able to effectively lead these actions will make all the difference when it comes to reaching success and obtaining the best return on investment.
This Executive Master is for you if:
You must make quick and efficient decisions on digital projects.
You already lead teams and/or projects but want further training in order to tackle digital challenges.
You want to be more competitive and not lag behind in the employment market.
You have an entrepreneurial spirit and want to ensure your success.
Program
Strategic Digital Decision-Making
Unit 1 Introduction to Data Analysis
Big Data
History of Big Data
Benefits of analyzing Data to Make Decisions
Storing Data
Use of Big Data in Small And Medium-Sized Businesses Small Data
Merging Bussiness and Technology
Unit 2 Diagnosing the Problem
Types of Problems and How to Tackle Them
Diagnosing a Problem
Decision-Maker Profiles
Tools for Diagnosing Problems
Registering Problems in Excel
Unit 3 Defining Objectives
OKRs (Objectives and Key Results)
How to Define Objectives
Metrics and KPIs
Relevant Metrics for Business
Cohort Analysis
Unit 4 The Decision-Making Process
Why Do We Make Bad Decisions?
Types of Decisions
The Decision-Making Process
Enemies of Decision-Making: Decision Traps
Open Decision-Making
Unit 5 Advanced Techniques
The McKinsey Way
The BCG Matrix
Unit 6 Implementing Decisions
Understanding the Risks
Planning Implementation
Monitoring Progress
The Strategic Value of Communication
Unit 7 Business Innovation Models
Design Thinking
The Lean Startup Model
The 70/20/10 Learning Method
Transformation Map: Long-Term Strategy
Unit 8 Corporate Culture
Characteristics of Corporate Culture
Improving or Changing Corporate Culture
Case Studies
Digital Creativity
Unit 1 Introduction To Creativity
What is Creativity?
Creativity in Marketing and Advertising
The Four Stages of the Creative Process
Creative Techniques
Unit 2 Digital Communication
The Media Goes Digital
Web Languages and Conventions
Content Strategy
Branded Content
Unit 3 Design Thinking
Problem, Idea, and Solution
Unit 4 The Problem
The Creative Brief
The Brand’s Tone and Personality
The Objectives
The Target
Rational Benefit vs. Emotional Benefit
Legal Issues
Unit 5 The Solution
Creative Strategy
Brand Image
The Creative Concept
The Slogan and the Claim
Insight
The Reason Why
Techniques for Creating Ideas
Creative Techniques
Unit 6 Digital Design
Elements of Web Design
Navigation and Interface. User-centered Design
CRO: Conversion Rate Optimisation
Responsive Design
E-commerce Design
Designing Forms
Designing Surveys
Designing Calls to Action
Unit 7 Creativity In Digital Media
Media Strategy
Email
Website
Banners
Advergaming
Apps
Social Networks
Unit 8 Digital Tools For Creativity
Design Tools
Prototyping Tools
Case Study
Digital Project Management
Unit 1 The Project Manager
The Project Manager’s Skills
Project Management Fields
The Project Manager’s Responsibilities
Unit 2 Digital Projects
Disciplines Associated to Digital Projects
Digital Business Transformation
Digital Project Phases
Development Areas of the Project Manager in Digital Projects
Unit 3 Kicking Off The Digital Project
Defining Objectives
Project Scope
Project Timing
Project Costs and Budget
Assembling the Work Team
Unit 4 The Human Factor
Identifying Stakeholders
Managing the Team and Stakeholders
Managing Communication During the Project
Unit 5 Developing The Project (I)
Benchmarking
The Brief
The Three Levels of Web Design
Information Architecture
Information Architecture vs. Usability
Unit 6 Project Development (II)
UI and UX Design
Programming and Layout
Domain and Hosting
Unit 7 Work Methodologies
Agile
Scrum
Lean
Kanban
Unit 8 Managing Changes And Conflicts
Conflicts in the Project
Problems in the Project
Solving Conflicts and Problems
Conflict-Solving Methods
Managing Changes
Unit 9 Project Management Tools
Project Management Software
File-Sharing Tools
Unit 10 Project Testing And Delivery
Testing
Project Report: Project Closure and Delivery
Success Factors
Project Review
Growth Hacking
Unit 1 Introduction to Growth Hacking
Growth Hacking Philosophy
The Growth Hacker Profile
The Growth Hacker’s Role in the Company
The A2R2 Framework: Growth Hacking Funnel
Unit 2 Recognising the Company’s Situation
The Startup’s Context
Objective: Grow Quickly
Formulating Growth Objectives
Unit 3 Hack the Mind
Digital Consumer Psychology
The Online Customer Lifetime Cycle
The Power of Social Proof
Emotional Content Strategies
Unit 4 Applying the Scientific Method
Formulating the Hypothesis
Investigation and Testing Phase
Statistical Basis
Optimize and Repeat
Unit 5 Attracting Clients
Where do Clients Come From?
Choosing the Channels
Tools to Attract
Building an Effective Mailing List
Case Study
Unit 6 Activating Sales
Analyzing the Results
Presenting the Results
Automating Processes
Unit 7 Retention and Loyalty
The End of the Conversion Tunnel
Creating a Plan to Retain Users
Customer Retention Tools
Case Study
Unit 8 Scalability
Lean Startup Iterations
Generating Viral Content
From Client to Prosumer
Creating a Scalability Plan
Tools for Scalability
Lean Startup
Unit 1 Anatomy Of A Startup
What Makes a Startup Different?
Business Models
Creating the Business Model Canvas
Formulation of the Value Proposition
Unit 2 Anatomy Of The Entrepreneur
The Entrepreneur's Mindset
Types of Entrepreneurs
Entrepreneurs' Most Common Errors
Unit 3 Lean Startup Methodology
What is Lean Startup?
Innovation as a Framework
Lean Business Plan Creation
The Importance of Testing
Success Stories
Unit 4 Ideate And Build
Managing
Ideas
Unit 5 Minimum Viable Product
Creating the Minimum Viable Product (MVP)
Prototyping
Unit 6 Launch
Quick Launch
Creating a Low-cost Strategy
Unit 7 Measuring
Analyzing the Results
Presenting the Results
Automating Processes
Unit 8 Learning
Validated Learning
Pivoting: Changing your Mind
Optimizing: Changing or Improving Part of an Idea
Persevering: Striving Forward
Review and Tweaking
Online Reputation Management
Unit 1 Corporate Reputation in the Digital Era
Evaluating the Context: Types of Organisations Reputation
The New Digital Values; Businesses and their CSR
Digital Reputation Inside Corporate Reputation
Unit 2 Identity, Positioning and Reputation
Differences Between Identity and Reputation
Differences Between Brand Identity and Corporate Identity
The Brand’s DNA: Vision, Mission, and Values
Online Brand Positioning
Defining and Analysing Stakeholders
Unit 3 The Digital Reputation Plan
The ORM Plan
Phases and Methodology for an Online Reputation Plan
Start with Active Listening
What, When, and How to Listen: Supports and media
Identifying Opinion Leaders, Influencers, and Social Shakers
The Active Listening Monitoring Plan
Active Listening Tools: Search Engines, Web sites, and Social Networks
Evaluating the Message and its Reach
Unit 4 Tools to Build Digital Reputation
SEO as the Foundation of Digital Reputation
Buzz Marketing and Digital Reputation
User-Generated Content and Types of Users
Influencer Marketing for ORM
Action Methods Depending on Results
Unit 5 Crisis And Those Responsible
What Is and Isn’t a Digital Reputation Crisis
Types of Crises: Criticism, Conflict, and Crisis
Don’t Feed the Trolls
The Crisis Committee
People Responsible for Each Crisis Phase
Unit 6 Before the Crisis
Prevention as a Weapon Against a Possible
Identifying Reputation Crisis Triggers
Creating a Crisis Manual
Crisis Simulation
Unit 7 During the Crisis
Analyzing the Situation and its Scope
What to Do, When, and Where
The CEO'S Responsibility During a Crisis
Priorities During a Crisis
Creating Statements
How to Interact with the Media
Unit 8 After the Crisis
Analyzing the Repercussions on our Reputation
Updating the Crisis Plan
SEO After the Crisis
Creating Postcrisis Statements
Monitoring the Crisis and Diluting its Impact
Tools for Reputation Monitoring
User Experience (Ux)
Unit 1 Introduction To Usability
The Origin of Web Usability
Concepts Related to Usability
Cognition and Human Perceptions
User Experience (UX)
Importance and Benefits of Web Usability
Testing and Improving Usability
The Three Levels of Design
Usability and UX Specialists
Unit 2 Fundamental Principles Of Usability
Nielsen’s 10 Usability Heuristics
Shneiderman’s Rules of Interface Design
General Recommendations for System Design
Adapting to Mobile Devices
Unit 3 Usability For Conversion
Return on Investment
Customer Lifetime Value (CLV)
Management Model
Landing Pages: Optimising Conversions
Evaluation and Testing Basics
Unit 4 The Work Process in Usability
Definition of Requirements and Strategy
Information Architecture
The Sitemap
UX/UI Design
Deliverables: Wireframes and Prototypes
Unit 5 Evaluation and Testing
Heuristic Evaluation
Studies with Users
How to Plan Studies with Users
Unit 6 Analysis of the User Experience
Confidence Interval
Metrics in Usability Studies
Evaluation of Subjective Opinions
Metrics for Web Analytics
Unit 7 Service Design
What is Service Design?
Moments of Truth
The Rules for Service Design
The Design Ladder
Service Design Techniques
Service Design Dynamics
Unit 8 Optimising Conversion
Areas Linked to Conversion Optimisation
Conversion Rate Optimisation Phases
Improving Conversion Through Usability
How to Define Priorities
Quick wins
Learning Methods and Methodologies
The learning and teaching methodology used at IM Digital Business School is based on personalizing the students’ learning experience as much as possible. This is why students can choose how much time to dedicate to their studies, and they can always count on the guidance and support of the center’s suggested study calendar. This is why we offer three different learning methods:
Blended learning, which combines onsite and online learning.
E-learning, in which all the classes and materials are online.
Onsite learning, based on face-to-face classes.
All learning methods focus on giving the students ample flexibility when managing their time, always within a reference calendar. Your learning experience will be manageable and pleasant thanks to collaborative work, active participation, and permanent contact with the teacher who specializes in the subject. To ensure students receive the support they need, our faculty is comprised of highly-skilled professionals in each digital field.
Blended Learning
When studying through the blended learning method, students combine face-to-face classes with online work. Each student receives a work schedule and access to the materials in the virtual campus. Each student also has the support of their teachers and tutor.
E-Learning
When studying through the e-learning method, students work online through our virtual campus. Each student receives a work schedule and access to the materials in the virtual campus. Each student also has the support of their teachers and their tutor.
Onsite Learning
When studying through the onsite method, students attend in-person classes given by professionals in the field who are specialized in each subject. Each student also has access to the virtual campus with access to video tutorials, masterclasses, subject notes, and activities to further complement their training.
Why choose us?
If you’re not sure where to study, first check what each center can offer you.
We can offer you the following list of advantages for ALL our programs, whether Blended Learning or E-Learning:
Virtual campus: We have our own online campus that works as an interactive meeting point for the community so all students can participate and interact with each other.
Fully updated materials: Our materials are constantly being updated and are written with the goal of helping students learn in an efficient and pleasant way.
Live virtual classes: Face-to-face sessions with the teachers allow you to ask them questions and receive immediate responses.
Personalized follow-ups with your tutor: Your tutor will comment on your progress so you’ll always know if you’re on the right track.
Academic monitoring: Your teacher will answer all your questions and correct your work.
Planning: We offer our students detailed weekly and monthly schedules.
Forum: Interact with your classmates and teachers, and participate in discussions and debates.
Teachers: You’ll be in contact with all your teachers from the very first to the very last day of class.
Masterclasses are given by digital marketing gurus.
Access to IM’s archive of masterclasses.
ISIC card*: International Student Identity Card with over 45,000 discounts worldwide.
Onsite classes/Classrooms**: All our classrooms are equipped with cutting-edge HP computers and digital boards. They are all modern and furnished with the best technology and free high-performance optic fiber Wi-Fi (300 GB) with Aruba access points, the most advanced ones on the market.
Study hall**: You can access our classrooms if you don’t have a quiet place to study or if you need a place with the latest technology. (Check our study hall schedule.)
Dual degree*: You will receive a diploma from IM and accreditation from the Abat Oliba CEU University.
Pioneers in Digital Marketing: We have been acquiring experience and resources in Digital Marketing training for the past ten years. We didn’t adapt to the digital world; we were born into it and grew up online. Our center offered Spain’s first-ever Master’s Degree in Digital Marketing and so far 27 groups have graduated from this program.
(*) Excluding certified courses and English language courses.
(**) Barcelona headquarters. Check for other offices.
Learning Methods
Blended Program
Online Program
1500 hours in 12 months (Barcelona onsite program: 1 month)
Barcelona admissions open
1500 hours in 12 months
Equivalence: 60 credits
Equivalence: 60 credits
Price €15,000
Price €12,000
Admission And Requirements
Access to this program is restricted to candidates who have an academic degree. Candidates who do not hold an academic degree will be able to access the program by virtue of their professional achievements, training, or equivalent achievements.
Aside from these requirements, candidates must fill in an application for admission and, depending on the result of the application, candidates may be requested to perform a personal interview.
If the candidate has not been accepted, IM will issue a full refund of the enrolment fees.
We cannot guarantee confirmation of your place until the process has been completed. Places will be allocated in strict order of enrolment and the process will have a duration of approximately 72 hours.
Additionally, IM may request other information such as your CV, cover letter, level of English, work experience, and/or certificates as proof of the information that has been provided.
The goal is to guide students towards their ideal study program according to their prior training, experience, available time, and training objectives.
