Module 1 - Marketing and E-Commerce Fundamentals

Introduction to the Digital Environment and Online Marketing - 5 ECTS

• Strategic and operational marketing

• Scope of online marketing

• Criteria for strategy definition

• Lean start-up

• B2C and B2B environments

• Online consumers

Introduction to E-Commerce and Key Aspects - 5 ECTS

• Information for marketing decision making

• Market research design

• Quantitative and qualitative analysis

• On-line market research

• Online segmentation

Social Media & Social Selling Campaigns - 5 ECTS

• POEM in digital marketing

• MarTech tools

• On-line publicity (Display formats, Native, Mobile Ads...)

• UX and customer centric design

• Mobile UX

Module 2 - Digital Marketing Planning

Marketing on Search Engines, Ads & Marketplaces - 5 ECTS

• SEO / SEM

• Social Media Marketing

Performance Marketing and Automation - 5 ECTS

• Inbound MKT and E-mail marketing strategies for fidelization.

• Mobile marketing and Apps Store Optimization (ASO)

• Mobile engagement & Mobile Automation

Module 3 - E-Commerce Design and Operation

Technological Platforms for Online Sales - 5 ECTS

• Digital products creation

• Customer journey

• SaaS, PaaS and OpenSource

Customer Management, Logistics and Operations - 5 ECTS

• Difference between CRM and relational marketing MKT

• Social CRM (SCRM)

• Customer support and fidelization (Social responsibility and employee training) Logistics Logistics: stock management, picking, handling, packing, shipping

Digital Analytics - 5 ECTS

• Introduction to web analytics

• Online benchmarking

• Analysis tools: Google Analytics and others

Module 4 - Online Business Projects and Indicators

Financial Impact of Strategic Decisions - 5 ECTS

• Financial statement analysis

• Cost analysis

• Budget management

• Analysis of Investment Projects

• Challenges of the fourth industrial revolution

Master's Thesis - 15 ECTS
This is far more than just a research project required to gain a Master qualification. It is the optimal time and place to combine all your academic experience, professional ambition, personal vision and creativity. It is your opportunity to put all the knowledge and skills you have acquired into practice and work towards the goals you set yourself.