Master’s Degree in Marketing and Digital Advertising

Skills

Specific Skills:

• Possess, understand and know how to apply the advanced concepts of marketing and commerce through the Internet and new technologies, and its connection with the company's global marketing strategies.
• Know, understand and know how to professionally apply the way in which relations with consumers take place in the interactive digital environment, as well as the potential of the Internet as a source of information and knowledge about the consumer.
• Possess, understand and know how to apply the advanced concepts of affiliate marketing, the business model they represent and the possible strategic approaches to operate in this medium.
• Possess, understand and correctly apply advanced knowledge on the elements that intervene in the purchase / sale of goods and services through the Internet and new digital technologies.
• Understand and know how to apply the principles and approaches of construction / branding strategies and branding in the online environment.
• Acquire and demonstrate having a strategic mentality in order to apply it to the selection of digital media, knowing how to design the strategy, selecting agents and interpreting and developing online media plans.
• Possess, understand and know how to apply the advanced concepts of digital advertising and know how to implement online advertising actions based on objectives and strategies.
• Possess, understand and know how to apply SEO and SEM concepts and techniques for online positioning.
• Understand and know how to apply advanced concepts about social media marketing techniques and the creation of links with the consumer.
• Understand and know how to apply the latest trends in the brand-consumer relationship through marketing on mobile devices and new emerging media.
• Know how to implement, communicate and effectively present the strategy and marketing campaign and digital advertising.
• Master’s Degree in Marketing and Digital Advertising Accredited Master’s Degree Reserve a place.
• Know and be able to apply correctly the specialized concepts about web design and architecture oriented to marketing and digital commercial communication.
• Know the main variables of measurement of results in the online environment and be able to effectively use the tools available in the medium.
• Possess, understand and know how to apply knowledge about the commercial research methods specific to the online medium, applying both quantitative and qualitative research techniques.
• Know and understand the possibilities offered by new technologies, especially web 2.0 and 3.0 as a means of relating to and learning from the consumer.
• Know and understand the specific foundations of the legal system, the regulatory framework and professional ethics in the online environment.
• Possess, understand and know how to apply the fundamental and advanced concepts and techniques of social communication research, both from a scientific perspective and from its application to business projects.
• Know how to plan and implement a comprehensive digital communication plan.
• Know how to communicate and present the topics related to their specific areas of knowledge in professional, academic, scientific and general society environments.

General Skills:

• Apply the knowledge acquired in the context of organizations and companies, as well as especially in the field of commercial communication and the digital environment.
• Solve problems and make effective decisions when faced with problems and situations of a high competitive level.
• Integrate the knowledge acquired and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social, economic and ethical aspects.
• Communicate the conclusions and the knowledge and ultimate reasons that support them in a clear and effective way to both specialized and non-specialized publics.
• Possess the learning skills that allow them to continue studying in a way that will have to be largely self-directed or autonomous, in order to be above the technological challenges.
• Possess the learning skills that allow them to start an academic career in the area of knowledge of Communication and Arts, after having developed a professional career for one year, if that is their desire.
• Demonstrate that they know how to work effectively in a team.
• Demonstrate great sensitivity in the development of their professional and / or academic work, in compliance with current regulations at both Spanish and European level, codes of good practice, self-control criteria, promotion of women's equality, of disabled people, the protection of children and, in general, the principles contained in the Spanish Constitution and the values of the Culture of Peace.
• Demonstrate having acquired the general and specific competencies of the program.
• Apply in practice the knowledge acquired in the program during the development of the professional activity.

Methodology Structure Educational activities Evaluation

Academic calendar

Schedules 2021-2022 Group MKPD21 Schedules 2021-2022 Group MKP21B

Schedules

Access and admission

As established in article 16 and 17 of RD 1393/2007 of October 29, which establishes the organization of official university studies, in order to access the official master's degree studies one must have an official Spanish university degree or another issued by an institution of higher education of the European Higher Education Area that grants access to Master's degrees in the country issuing said degree.

Likewise, according to the aforementioned article, access will also be granted to graduates of educational systems outside the European Higher Education Area, without the need for homologation of their degrees, after verification by the University that they accredit a level of education equivalent to the corresponding official Spanish university degrees, and that they grant access to postgraduate studies in the country issuing the degrees. Access by this means will not imply, in any case, the homologation of the interested party's previous degree, nor its recognition for other purposes than that of studying the Master's degree.

For this Master's Degree, the Bachelor's Degree or Undergraduate Degree in Advertising and Public Relations, Bachelor's Degree in Business Administration and Management, Bachelor's Degree in Journalism and Bachelor's Degree in Audiovisual Communication will be especially valued.

The admission process to the Master's degree begins by sending the following documentation by post or courier to the Postgraduate Admissions Section:

• Completed Admission Application
• Updated Curriculum Vitae
• Photocopy of the DNI (only Spanish candidates) or passport (only foreign candidates)
• Photocopy of the Academic Record/Transcript (complete or in the last year studied of the university degree)
• Four color passport-size photographs
• Document that proves the candidate has an Intermediate Level in English (for Spanish speakers) or Spanish (for non-Spanish speakers)

Once the documentation has been received and it has been verified that the submitted degree grants access to the Master's degree, as established in arts. 15 and 16 of Royal Decree 1393/2007, the candidates take the proficiency test of their chosen program.

The tests are taken remotely, and consist of an aptitude test with which assess the student's maturity and the reasons that lead him/her to study here, and a specific test for the chosen program. The Admissions Commission analyzes the results and the documentation submitted by the candidate and approves or rejects the application. The candidate receives written information about their admission, about the process of formalizing their enrollment in the Program and about the final documentation that must be submitted, duly legalized.

Also, the Admissions Commission, made up of those responsible for the Department itself, the Registrar's Office and the Department of University Development, is responsible for proposing to the University Rector the granting of student status for those candidates whose suitability has been verified.

The weighting of these admission tests is specified below:

• Academic Record of previous studies: 50%
• Aptitude test: 20%
• Admission test to the master's program: 30%

After registering, the candidate goes on to formalize their enrollment, choosing the subjects online and completing the required information.

Throughout the process, the candidate is permanently in contact with the Department of University Development and with the academic heads of the Program, who can answer any questions.