MA In Social Media & Web Analytics

inesdi - Digital Business School

Program Description

Read the Official Description

MA In Social Media & Web Analytics

inesdi - Digital Business School


We present the 1st edition of the Master in Social Media & Web Analytics, with which you will learn to deliver real processes digital transformation of enterprise solutions. Because of the XXI century organizations need professional profiles in line with new market trends. Throughout this course you will develop the knowledge and the most appropriate techniques for the design, implementation, management, analysis and measurement of Social Media Plan 360 and Plan Online Measurement. Because of the XXI century companies need professional profiles in line with new market trends. Do not miss this opportunity and join a benchmark for specialized training in the digital economy.

In addition to having the official title of Inesdi Digital Business School, you'll get a university degree from the University of Nebrija.

  • Possibility of making the Graduate in person, online or blended learning.
  • practice and teaching real business cases.
  • personalized tutoring in the realization of Project End of Course.
  • career guidance through an individualized "career plan".
  • Development of a "Digital Communication Plan" and a "Plan Online Measurement".


  • Module 1: Social Media Marketing Plan - Project Prom
    • What is it and how to develop a Social Media Marketing Plan
    • Responsibilities in Social Media
    • How to submit a plan of SMM
  • Module 2: Social Networking
    • Facebook
    • Twitter
    • LinkedIn
    • Google+
    • Instagram and Pinterest
  • Module 3: Professional management: actions, channels and tools 2.0
    • Tactical and operational in social media: daily management, dissemination 2.0, recruitment and engagement
    • Inbound Marketing: Attracting your target audience
    • Measuring Social Media: KIP, reports and reporting
    • Database management and newsletter
  • Module 4: Content Management: creation, management and distribution of content
    • Content strategy. 2.0 Communication: planning, writing and healing
    • Blogging platforms: WordPress
    • video Marketing
  • Module 5: OMR, measurement and monitoring
    • monitoring
    • online corporate reputation, influence and "sentiment"; resolution of crisis in Social Media
  • Module 6: Analytical Situation web in context
    • Placing web analytics in context: alignment of business strategy with the measurement strategy, tools and practical exercise
  • Module 7: Measurement Plan online
    • Objective, KIP and hypotheses
    • Online measurement strategy
  • Module 8: core technical concepts to web analytics
    • The technical vision of a web analyst
    • The programming code from the vision of the web analyst
    • Where do I put the score?
  • Module 9: Mastering web tracking tool (Google Analytics)
    • technical implementation
    • Objectives and reporting
    • advanced analytics
    • Segmentation
    • Customizing Google Analytics
    • CRO (Conversion Rate Optimization). Optimization processes
  • Module 10: Creating Dashboards or Dashboard
    • Advanced Excel
    • Introduction to Dashboards
    • Types scorecard
    • Scorecards & dashboards
    • Means
  • Module 11: Calculating the ROI web analytics
    • What is and how to measure ROI in Google Analytics. Practical exercises
    • How Google calculates the revenue?
    • How to calculate and set a target value? Practical exercises
  • Module 12: Other measurement tools using markers
    • Webtrekk Q3 - Digital Intelligence Suite
  • Module 13: Measurement of advertising campaigns
    • Measure the effectiveness of online advertising
  • Module 14: Strategic Analysis of the actions in Social Media
    • Social Media Analytics
    • Measure the effectiveness of the actions of Social Media from the point of view of communication and Public Relations
  • Module 15: Video & Rich Media Analytic / App & Mobile Analytic
    • Analysis of online video, user loyalty measurement monitoring clicks of users and measuring the duration of reproduction
    • Measurement and application optimization Apple, Android, Windows Phone and Blackberry
  • Module 16: Competitive Intelligence (CI)
    • Qualitatively and quantitatively locate the position of your online business from the competition and the market
    • methodological context of the IC
    • Benchmarking as a tool for IC
    • Information display "of data to intelligence"
    • Study cases
  • Module 17: The bases of Big Data
    • Big Data what is it and why is a new challenge?
    • Where does all the information?
    • What kind of data can I explore?
    • Components of a Big Data platform
    • Data Science and Data Scientist
  • Capstone Project


The program includes lectures with guest speakers, which will take place along the course and held a particular day of the week, which may differ from the weekly days scheduled class. These dates are always communicated well in advance to students.

Who should attend

The Master in Social Media & Web Analytics It is aimed at professionals looking to specialize in recycled and new disciplines of Social Media; to all those who want to specialize in the field of Social Media and Digital Analytics; and professionals who want to improve their knowledge, professionally reorient their activity or promotion.

Ideally, applicants must meet one of the following requirements:

  • Having the title of 2nd Training Course FP or high school.
  • Accredit 1 or 2 years of work experience in business, organization or institution.
  • Having a degree in Marketing or other business discipline.
  • Overcoming an interview in person admission, which individually held in Inesdi, after sending a CV updated photo.

Career prospects

Once you completed the Master you can choose the following positions:

  • Responsible for digital strategy
  • Digital Marketing Manager
  • web analyst
  • Digital Product Manager
  • E-commerce Manager
  • Responsible for the digital relationship with customers
  • Social Media Manager
  • Lead Marketing Specialist
  • Affiliate Marketing Manager
  • Expert in traffic acquisition
  • Sales expert on digital channels

Schedules and forms

campus Madrid
Start date: April 5, 2017 - New call. Open registration!
Duration: 240 contact hours
Hours: Mondays and Wednesdays from 18:30 has 21:30

Barcelona campus
Start date: April 19, 2017 - New call. Open registration!
Duration: 240 contact hours
Hours: Mondays and Wednesdays from 18:30 has 21:30

Online campus
Start date: January 13, 2017 - New call. Open registration!
Duration: 1500 hours of dedication

In whatever form the Graduate equals 60 ECTS credits.

How can you access one of our Graduate Studies?

  • Complete information request form on the right.
  • The agent in charge of reviewing your data will contact you to widen you information and answer any questions you have.
  • If you want to book a place on the course, you can do so.
  • Once you decide, you must send your CV with a recent addition to the e-mail that the agent tells you photograph.
  • Subsequently conducted, in person at the premises of Inesdi in Barcelona or Madrid, a personal interview with the school advisory council to evaluate your case.

Meet our Scholarships

In Inesdi we have different scholarship programs to provide our students access to postgraduate studies. The objective of this aid is to improve future employment and professional qualifications. The amount of these grants can reach up to 20% of the total tuition fees, According to the scholarship. Find leaving your details and we will contact you or call 902 501 603. In addition you will benefit from our financing arrangements for our students with Banco de Sabadell. For more information, please contact us.

This school offers programs in:
  • Spanish
Duration & Price
This course is Campus or Online
Start Date
Start date
Apr. 2018
Jan. 2019
240 - 1500 hours
Part time
Full time
Spain - Barcelona
Start date: Apr. 2018
Application deadline Request Info
End date Request Info
Spain - Madrid
Start date: Apr. 2018
Application deadline Request Info
End date Request Info
Spain - Spain Online
Start date: Jan. 2019
Application deadline Request Info
End date Request Info
Apr. 2018
Spain - Barcelona
Application deadline Request Info
End date Request Info
Spain - Madrid
Application deadline Request Info
End date Request Info
Jan. 2019
Spain - Spain Online
Application deadline Request Info
End date Request Info