in Digital Marketing

The Master's Degree in Digital Marketing at SUMMA University is a program created by qualified professionals, leaders in their sector, who will teach you, in an eminently practical way and with the support of the latest multimedia resources, the latest trends in Digital Marketing.

Semester Credit Hours

36 credits - hours

Estimated Completion Time

12 months

Master: Online

In a highly digitized business world, digital marketing has become an essential element for the success of businesses. SUMMA University's Master's Degree in Digital Marketing provides you with a complete and up-to-date training to stand out in this constantly evolving environment. Through a combination of theory and practice, you will explore different fundamental aspects of digital marketing.

In the program, you'll start with the fundamentals of digital marketing and discover how automation can optimize your strategies. You will leverage artificial intelligence to improve the efficiency and results of your campaigns in the Digital Marketing and Marketing Automation module. In addition, you will develop skills in effective communication and creativity applied to the digital environment in the Communication and Digital Creativity module.

Customer management is crucial in digital marketing, and you'll learn best practices in customer acquisition and management, from email marketing to affiliation, in the CRM module and customer acquisition and management. You will master search engine optimization strategies using tools such as Google Adwords, SEO, SEM and PPC in the Search Engine Optimization module. You'll learn how to optimize your campaigns to increase visibility and traffic to your website.

User experience is another key aspect, and in the program, you will gain skills in usability, persuasiveness, and user experience (UX). You will learn how to create engaging and effective experiences for users, improving customer satisfaction and loyalty. You'll also develop skills in analytics, data, and digital research, learning how to collect, analyze, and interpret data to gain valuable insights into consumer behavior and market trends.

In today's data-driven world, business intelligence and big data play a crucial role. You'll learn how to use these tools to analyze large data sets and gain valuable insights for digital marketing. In addition, you will gain practical knowledge about managing an e-commerce, including logistics, payment processing, and improving the online shopping experience.

In addition, our program offers preparation for obtaining recognized certifications in the field of digital marketing. You will be prepared to become certified in Google Analytics, allowing you to measure and analyze the performance of your marketing strategies. You can also prepare to become certified in Google Ads by specializing in Shopping Ads and optimizing your online advertising campaigns.

In short, our Master in Digital Marketing provides you with a complete and up-to-date training to stand out in the world of digital marketing. Through a combination of theory and practice, you will acquire skills in artificial intelligence, communication and creativity, customer management, search engine optimization, user experience, data analytics, business intelligence and big data, e-commerce management, and prepare to obtain Google Analytics and Google Ads certifications. Get ready to boost your career in the digital world.

Develop corporate strategies and marketing plans to increase the targeted customer base.
Evaluate digital marketing and e-commerce frameworks to leverage various digital channels.
Create a digital marketing strategy using marketing analytics and business intelligence.
Assess digital tools and techniques to develop an efficient CRM strategy.
Apply proven e-commerce practices to executive effective digital marketing strategies.
Develop creative and persuasive marketing content that engages the target audience.

The learning methodology is based on the "case method", a virtual course with interactive screens, virtual lectures, videos of the teacher, virtual review sessions and interactive exercises.

You will have weekly work planning and the personalized monitoring of an academic mentor. The teaching staff is made up of PhDs from the world of business and academia.

After completing the Master's degree, you will be a professional capable of developing digital skills in large or small companies, in the public or private sector. You will be able to form part of marketing, advertising and communication teams in organizations in any area. You will have a profile suitable for working as a middle manager, technician or independent professional in Digital Marketing. In short, you will be able to opt for an infinite number of positions in organizations of any kind and, in particular:

Digital Marketing Specialist: Graduates can work as digital marketing specialists, planning and executing digital strategies, managing social media campaigns, SEO, SEM, and PPC, performing data analysis, and optimizing campaign performance.

Digital Marketing Manager: With advanced experience and knowledge in digital marketing, graduates can access management positions, leading digital marketing teams, developing comprehensive marketing strategies, and overseeing the implementation of digital campaigns.

Data and Marketing Analyst: Graduates can work as data and marketing analysts, using data analytics tools and techniques to collect, analyze, and visualize data relevant to strategic decision-making in the realm of digital marketing.

E-commerce specialist: With knowledge in e-commerce and marketing automation, graduates can occupy specialized positions in the design, management and optimization of e-commerce platforms, implementing effective strategies to increase sales and profitability.

Digital Marketing Consultant: Graduates can offer consulting services in digital marketing, advising companies on the development of digital strategies, campaign optimization, implementation of marketing technologies, and leveraging artificial intelligence in marketing.

Social Media Specialist: With knowledge in social media marketing, graduates can work as specialists in social media management, developing content strategies, managing online communities, and optimizing the digital presence of brands.

E-commerce Manager: With an emphasis on e-commerce, graduates can hold management positions in companies that operate online, taking care of strategic planning, inventory management, logistics, and optimization of the shopping experience in the digital environment.

SEO & SEM Specialist: Graduates can specialize in search engine optimization (SEO) and search engine marketing (SEM), helping businesses increase their visibility in search results and drive qualified traffic to their websites.

Specialist in AI applied to marketing: Graduates with knowledge in artificial intelligence can occupy positions specialized in the application of AI in the field of marketing. These specialists are responsible for developing and executing AI-based marketing strategies, using machine learning algorithms and advanced data processing techniques to optimize audience segmentation, personalize messages, automate marketing processes, and predict consumer behaviors.

Update on the latest trends: The program will provide you with up-to-date knowledge on the latest trends and best practices in the field of digital marketing, allowing you to stay up to date in an ever-evolving environment.

Focus on Artificial Intelligence: The master's degree incorporates the use of artificial intelligence (AI) in digital marketing, giving you skills and knowledge in the use of AI for audience segmentation, message personalization, process automation, and data analysis.

Specialization in key areas: The program offers you the opportunity to specialize in key areas such as e-commerce, marketing automation, business intelligence, data analytics and communication and digital creativity, giving you a well-rounded and in-demand skill set in the field of digital marketing.

Practical application of knowledge: Through practical projects and case studies, you will be able to apply the knowledge acquired in real-life situations, which will help you develop practical skills and be prepared for the challenges of the world of work.

Industry-Recognized Certifications: The program gives you the opportunity to prepare for industry-recognized certifications such as Google Ads and Google Analytics certifications, supporting your expertise and giving you a competitive edge in the job market.

Professional Networking Development: During the master's degree, you will have the opportunity to network and collaborate with industry professionals, allowing you to expand your professional network and create valuable relationships for your development and growth in the field of digital marketing.

Employability orientation: The program is designed to train highly trained and employable professionals in the field of digital marketing. It focuses on developing the skills and competencies necessary to meet the challenges of today's labor market.

Quality teaching experience: The master's degree has a faculty made up of professionals who are experts in the field of digital marketing, who will provide you with a quality education and guide you throughout your learning process.

Entrepreneurship possibility: If you have entrepreneurial aspirations, the program will provide you with the necessary skills and knowledge to launch and manage your own business in the field of digital marketing.

Extensive Career Opportunities: The field of digital marketing offers a wide range of career opportunities in different sectors and types of businesses. With a master's degree in digital marketing, you'll be prepared to access exciting, high-paying roles at companies of all sizes, marketing agencies, consultancies, and more.

The objective of this course is to acquire skills and knowledge in Search Engine Marketing, Pay-Per-Click and AdWords to implement effective digital marketing strategies, increase the visibility of a company in search engines, generate qualified traffic to your website and achieve measurable results in terms of conversions and return on investment. The main tools of Search Engine Marketing (SEM, SEO and PPC), web analytics, internet communication strategies (social media and e-mail marketing), CRM, conversion funnels, Lead Nurturing, Lead scoring and Inbound Marketing will be studied.

Content

1. Search Engine Marketing, Pay-Per-Click y Adwords.

2. Web Analytics.

3. Internet Communication.

4. Internet Communication II.

5. CRM & Conversion Funnels.

6. Lead Nurturing, Lead Scoring y el Inbound Marketing.

In this subject you will learn the keys to the Creative Concept and its role in the construction of brands, you will understand its construction process, its relationship with the content and what elements work on its effectiveness. In addition, you will discover the functioning and evolution of the teams responsible for implementing Creativity in an organization.
Content

1. Digital Branding. What Does a Brand Look Like in the Digital Age?.

2. The Creative Strategy.

3. The creative concept. From 360 to Omnichannel.

4. Ever-Evolving Strategy and Creativity

5. Storytelling and Content Marketing

6. Effectiveness of Creativity. Can it be measured?

The objective of the course is to be able to know and predict the current and future behavior of customers to guarantee their full satisfaction and achieve their loyalty to the company.
Content

1. From Transactional Marketing to Relationship Marketing.

2. Fundamentals of a Relational Strategy.

3. Phases of Relationship Marketing.

4. Relationship Marketing Tools and Models.

5. Common CRM Implementation Mistakes.

6. CRM Solutions and Tools.

The online world revolves around search engines and, par excellence, Google. In this course you will learn the necessary notions for your website or business to be visible on Google, either through paid traffic (Google Ads) or organic positioning (SEO).
Content

1. Introduction to Search Engine Optimization.

2. Organic positioning.

3. SEO On y Off Page.

4. Get started with Google Ads.

5. Search Network Advertising.

6. Display Network Advertising.

This course provides a detailed and comprehensive overview of the concepts, principles, and methods of user-oriented digital and interactive product design. The student will know the scenario, terminology and methodology that will participate throughout the strategic process of user experience design, as well as the decisions that must be made depending on the project we are facing and its characteristics. Likewise, the skills and knowledge that a UX Designer should possess will be explained and argued.
Content

1. Introduction to User Experience (UX).

2. Lean UX (Reasearch).

3. Interaction Design (IxD).

4. Prototyping Tools.

5. Visual User Interface (UI) Design.

6. Evaluation and CRO.

This course offers a detailed and complete overview of the concepts, methods and tools of Digital Marketing analytics. The student will know the entire strategic process, planning, analysis for data-driven decision-making and statistical evidence.
Content

1. Fundamentals of data analysis.

2. Web analytics with Google Analytics.

3. Experiments and CRO.

4. SEO Analytics.

5. Social Analytics.

6. Advertising Analysis.

In this course, the student will know all the relevant aspects to lead a Big Data program and the keys to obtain the maximum value from data. You will learn how to develop business application use cases in this new Data Age and will be able to turn your company into data-driven, making better decisions with an appropriate data strategy.
Content

1. Fundamentos del Business Intelligence.

2. The value of data.

3. Fundamentals of Big Data.

4. Developing a Data Strategy.

5. Key Elements for Data Governance and Management.

6. Data Driven Organization. Challenges and opportunities.

The aim of this course is to learn about the different areas that influence the day-to-day management of an e-commerce. In this, you will learn about everything from the factors that condition the contracting of a payment and logistics service, to the legal aspects and management software necessary to manage a digital business.
Content

1. Logistics and payment methods.

2. Management software: ERP and CRM.

3. Omnichannel.

4. Internationalization of an e-Commerce.

5. Legal aspects of an e-Commerce.

6. Success stories: Amazon and Alibaba.

The objective of this course is to understand how the Google Analytics measurement tool works, which is used by most websites. This tool makes it possible to measure all the actions that users take in applications or web pages, collecting information on the origin of visits, behavior within the site or the purchase or contact actions they take. This training will also address the official Google Analytics certification.
Content

1. Introduction to Google Analytics.

2. Google Analytics reporting.

3. Setting up Google Analytics.

4. Custom Reports & Advanced Tracking.

5. Google Tag Manager.

6. Preparing for and Conducting the Exam.

This subject deals in detail with the fundamental concepts of online advertising and more specifically Programmatic Buying and Real Time Biding. The student will learn about the ecosystem of Programmatic Buying and the fundamental actors that participate in it, as well as the process and the most common strategies in Programmatic Purchasing, based on the objectives previously defined for the campaign in question.
Content

1. Fundamentals of RTB and programmatic buying.

2. Programmatic buying model ecosystem.

3. Strategic approach to programmatic buying.

4. Programmatic buying process.

5. RTB in the Digital Marketing plan.

6. Programmatic buying practice.

The Google AdWords certification is a professional accreditation that Google grants to those who demonstrate a high level of knowledge about basic and advanced aspects of AdWords. With this certification, you prove that you are a certified online advertising professional. For eight weeks, an expert trainer selected by Google will help you obtain the Google AdWords (Shopping Advertising) Certification.
Content

1. Google Shopping and Product Listing Ads.

2. Google Merchant Center.

3. Data Feed.

4. Google Shopping Campaigns.

5. Optimization of results.

6. Preparation and Conduct of the Exam.

This course guides the student to develop a marketing plan suitable for a real company, applying the concepts studied during the program. The main objective is to prepare the student to carry out a marketing plan and its implementation.
Learning Objectives

1. Apply the theoretical-practical training received by conventional methods, consolidating the knowledge acquired.

2. Apply e-commerce practices to run effective digital marketing campaigns.

3. Develop in setting goals in digital marketing campaigns.

4. Evaluate the different elements of the Marketing Mix.

5. Develop the right digital marketing strategies.

6. Create action plans to achieve the proposed strategies.

7. Create budgets for marketing actions.

Tuition: Depends on the program

Application fee $100

Books & materials: $0

Graduation fee: $100

Other costs: $0

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Refund Chart
Date of Withdrawal	% Refund
Before the end of Week 1 (add/drop period)	100%
Before the end of Week 2	90%
Before the end of Week 3	80%
Before the end of Week 4	70%
After the beginning of Week 5	0%

Master of Science:

in Digital Marketing

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Tuition:	Depends on the program
Application fee	$100
Books & materials:	$0
Graduation fee:	$100
Other costs:	$0

Master of Science:

in Digital Marketing

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