Master in Digital Marketing & Customer Experience in Madrid

ESERP Business School

Program Description

Master in Digital Marketing & Customer Experience in Madrid

ESERP Business School

The educational content of the Master’s Degrees has been adapted to meet the requirements of the European Higher Education Area. They offer 60 ECTS credits, whereby guaranteeing an ongoing effort for the improvement of managerial skills and the optimal development of attitudes such as initiative, teamwork and critical thinking.

The Master’s Degrees at ESERP put special emphasis on the development of professional skills that are based on up-to-date knowledge, and that will enable the student to strategically put into practice the latest techniques and tools. To do so, we rely on a Faculty that is made up of expert professionals who bring the most relevant issues to the classroom regarding the current business sector.

To integrate the students into the business world and help them in the decision-making process, we apply a dynamic and active teaching system, through the implementation of various teaching tools, which include simulation and the case-study method, among others.



  • Good organisational, leadership and management skills.
  • Adaptability to change and innovations in technology.
  • Ability to provide a company’s senior management with strategic and operational plans.
  • Critical analysis and abstract thinking.
  • Quick identification, analysis and solving of problems.
  • Open-mindedness towards the socioeconomic and cultural environment.

As well as a high level of personal and professional cultural enrichment guiding day-to-day activities, ultimately transforming the cost of education into productivity for the business and organisations.


Case-Study: Case studies are used to study the functional areas of a business, most of which deal with real problems that can occur in any company.

PMO: Management and support tools to transform a project into reality, with a global and dynamic vision of the environment that includes its strengths and weaknesses.

Inspireo Workshop/LEGO methodology: Improved entrepreneurship training by unleashing the potential of individuals in a creative and participatory work environment. Implemented through INSPIREO WORKSHOP.

Balanced Scorecard (design of business management strategies): Management model based on goals whose achievement is measured using business indicators.

Team Building: Students are divided into small working groups. Group work is a fundamental part of training future professionals to take on positions of responsibility.

Study Plan

Business and Marketing Management Area

Module 1: Marketing & Business. Marketing in industrial and service companies.

  • Business, typology and environment.
  • Marketing department: structure and team.
  • New requirements, new global marketing.

Module 2: Research & Marketing Science: market research and neuromarketing.

  • Identifying trends and opportunities.
  • Collection and treatment of information. CRM.
  • Consumer behaviour and psychology.

Module 3: Branding. Crisis management and reputational risk.

  • Corporate and product brand. Brand image. Meanings and differentiation.
  • Types of business conflicts and their sources. Crisis manual.

International Marketing Area

Module 4: Legal foundations of marketing.

  • Brand Protection: term and scope, renewals, optimisation and Brand defence.
  • Intellectual property: legislation, modalities, defence and infringements. New technologies.
  • Transfer of data: legislation, Private Data protection, infringements.

Module 5: Positioning and strategy for products and brands: globalisation and decision-making.

  • Market Segmentation: schemes, techniques and lifestyle typology.
  • Descriptive, factorial, component and cluster analysis, conjoint analysis, MISS model.

Module 6: Global Marketing. New markets and export subsidies.

  • Rating international environments and country risk. Definition of supply.
  • Internalisation of marketing in the global economy.

Marketing Area

Module 7: Digital Marketing. Communication stimuli for effective dialogue in the market.

  • Communication in the field of marketing. Techniques.
  • Advertising and its functions. Promotion. Messages and creativity.
  • Social Media. SEO and SEM. Analysis and Measurement of social networks. Reputation.

Module 8: E-commerce.

  • Create a Strategic Electronic Commerce Plan.
  • The technological structure in e-commerce.

Module 9: Supply Chain Management in Marketing.

  • The new profession of buyers and Value Added chain.
  • Management of orders and contracts. Quality and the “ABC” learning curve.

Module 10: Market forecast. The sales forecast. Budgets, benefits and perceived value.

  • Setting sales targets based on expected demand, the product or service.
  • Sales forecast, overall budget and profit and loss account. Key budget features.
  • Pricing. Price as a regulator of consumption. Price discrimination.

Customer Experience Area

Module 11: Foundations of Customer Experience

  • Experience as a marketing goal to achieve impact and consumer loyalty.
  • Metrics related to customer experience: Customer Experience Index, Brand Experience Index and Employee Experience Index.

Module 12: Social Experience: The Online Experience.

  • Innovation and creativity applied to the improvement of Consumer Experience.
  • Sensory Marketing: The senses as a complement to experience. The shop and the five senses.
  • Mechanisms for improving Consumer Experience through social media (Twitter, YouTube, RSS, Facebook and other social networks).

(*)Curriculum content, programming and materials may undergo some variation due to changes in academic planning.

(*)The order of the modules is indicative based on the scheduling of the Master’s Degree.

Career Opportunities

These studies will provide you with the opportunity to develop your professional career in different fields, where you can work in areas such as:

  • Digital Marketing Management.

Community Manager. Relationship Marketing. Direct Marketing. Sales Manager & Product Manager. Marketing Manager & Branding Manager. Key Account Manager. E-Commerce: b2b, b2c, one2one. Strategic Consulting in Digital Marketing. Creativity and Innovation.

This school offers programs in:
  • Spanish

Last updated January 27, 2018
Duration & Price
This course is Campus based
Start Date
Start date
Oct. 2018
1 year
Part time
6,500 EUR
Spain - Madrid, Community of Madrid
Start date: Oct. 2018
Application deadline Request Info
End date Request Info
Oct. 2018
Spain - Madrid, Community of Madrid
Application deadline Request Info
End date Request Info